Pay Per Click
Grow Your Online Presence
Our PPC Process
Our PPC marketing process allows us to create a campaign that is specifically built with your business goals in mind.
Research
The first step should be to research the client’s business, website, and competitors in order to provide clear documentation to be used throughout all other stages of the project.
Project Brief
Define client information & business goals along with all required information to properly complete discovery process
- Analytics
- Budget
- Business Goals
- Campaign Login Credentials
- Audience
- Geographic Location
PPC Audit
Create baseline for current website PPC performance based on analytics, landing pages, and current campaign statistics
Keyword Research
Define potential target keywords based on business goals outlined in the Project Brief and opportunities found in the PPC Audit
Competitive Analysis
Define PPC competitors and Ad Copy based on Keyword Research and determine areas of opportunity and risk
Strategy
Create a comprehensive PPC strategy and project plan that clearly outlines deliverables and measurable business goals
Paid Search Strategy
Define Paid Search, Display, and Remarketing campaigns along with ad copy, landing page recommendations, targeting methodologies and recommended budget
Measurement Planning
Document measurable short-term and long-term goals to evaluate campaign performance
Landing Page Creation & Campaign Setup
Implement landing page recommendations from the Paid Search Strategy through development or collaboration with the client
Landing Page Design (optional)
Create designs for optimal converting landing pages with strong calls to action for newly defined campaigns
Campaign Setup
Create or edit existing campaigns based on the Paid Search Strategy
Landing Page Implementation
Create/Edit Landing Pages for the new campaigns and ensure conversion tracking is implemented and page load time is minimized
Optimization
Monitor and adjust campaigns based on the performance of keywords, landing pages, and ad copy
Short-Term Adjustments
Change bids, ads, and landing pages based on short term performance indicators (daily or every few days)
Campaign Adjustments
Make global changes to the campaign based on trends that are identified over time (weekly or biweekly)
Analysis & Reporting
Provide regular reporting that includes analysis of campaign performance, KPIs, and goal tracking and adjust project plan based on results
Monthly Performance Report
Document current standing of goals, campaign metrics, tasks completed, and plan for the following month
Quarterly Review
Comprehensive overview of campaign and adjustments to the project plan based on the results achieved
Enhanced Targeting with PPC Marketing
Another great advantage of Pay Per Click advertising is the flexibility it offers in terms of delivery. There are a number of PPC techniques you can use to create an audience that is most likely to be your target audience:
Keyword Targeting
Targeting the right keywords through appropriate research will help attract visitors who are likely to be interested in the products and services on your website.
Geographical Targeting
If you are only looking to attract local customers, you can specify that your ad run only in results that are within your neighborhood, city, or state (i.e. Manhattan Dentist).
Relevance
It is critical that the keywords you select are relevant to your company. Nothing bothers a visitor more than being directed to a site that has nothing to do with their search. Even if a user leaves immediately, you’re still paying for their traffic. As a result, each PPC landing page should be highly relevant to the keyword you’re targeting so that you can get the best possible ROI out of each PPC visitor.
Matching Options
You can specify whether to bid on broad match keywords that will show any variation of a keyword (for example, anything that includes the keyword “website design”), or narrow your targeting with phrase match and exact match. You can also specify negative keywords that you don’t want to appear for example, with a negative keyword “jobs” in an ad group, the broad match keyword “website design” will display your ad for the query “website design company”, but not for “website design jobs”.
Timing
PPC allows you to deliver ads at peak times for finding your business’ potential clients and customers. Using AdWords data in tandem with Analytics data, you can figure out when you are most likely to get leads from Pay-Per-Click marketing and spend more of your budget during peak hours and less during off-hours. If your business isn’t open on certain days, you can also adjust your campaigns so that you don’t attract potential sales you won’t be able to close.