Effective Google Adwords Marketing
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Managing Google Adwords Accounts
Managing Adwords involves researching and selecting keywords, organizing those keywords into campaigns, creating ads for those campaigns, and creating and/or optimizing landing pages for those keywords and ads. The effectiveness of the pay per click campaign hinges on having high quality scores for keywords. Increasing quality scores reduces the amount you will pay for each click, and will increase ROI over time as cost per click goes down.
New campaigns typically start with lower quality scores, so we launch new campaigns with lower starting budgets to increase quality scores before increasing expenditures. The account history will play a role in the quality score, and we want to build a solid history and get costs per click down before increasing expenditures significantly. The balance between account history, Quality Score and Ad Rank all impact how effective the PPC campaign is and how much return is generated from the marketing investment.
Below is a quick look at the balance needed to maintain good click through rates and keep quality scores high.
Launching An Adwords Campaign
The process for creating and launching your Adwords campaign is outlined below.
Discovery: We define your business metrics to determine cost per click amounts and the amount per conversion. These metrics will help us keep costs in line with expected revenue generated so we can maximize your ROI.
Design: We design campaigns, research keywords, and analyze ad copy and match that with landing page copy and calls to action.
Development: The campaigns, keywords, ad copy, and landing pages are set up and reviewed in Adwords. We look at searcher intent to identify potentially higher converting terms, competition and types or businesses competing for those keywords, and make sure that searcher intent matches calls to action and landing pages.
Deployment: Campaign budgets are established based on potential click-through and expected conversion rates. Once budgets are established, campaigns are activated and monitored for performance.
Campaign
Creation
Starting at$ 500.00
*The campaign creation helps get a new campaign off the ground and running. We'll do the keyword research, campaign creation, ad creation, conversion tracking, and ad collateral for display campaigns. What you get includes:
- Keyword Research
We'll identify keyword targets and best match cases based on volume, click-through rate, intent, and locations. The keywords are compiled and sorted in to related groups. - Campaign Creation SEOteric will create campaigns and set up campaign configurations for the ad groups that will go with each campaign. Bid adjustments, targeting, and preferences will be set for each campaign.
- Ad Group Creation With Keywords divided into relevant groupings, we can begin creating Ad Groups to target a specific set of Ads for the keyword Group. The more relevant the ads are to the keyword group, the better our ads tend to perform, and the better our quality scores can be.
- Ad Creation With Ad Groups in place, we'll begin creating the Ads for each Ad Group. Each Ad Group should contain at least 3 or more ads, and we'll create creative messaging for the ads to help affect click-through rates.
- Image Collateral For display ads, we'll create images that can be used for display advertising. We'll create multiple ad sizes to expand its ability to show up across a wider range of display websites.
- Dynamic Search Ads We'll set up separate Dynamic Search Ads which will crawl website content and create specific ads generated from website content. The Ads and Keywords generated will be directly generated from the website content.
- Landing Page Optimization We'll optimize landing pages to improve relevance and quality scores. Landing pages may be improved with content, titles and meta data, images and media, and conversion points.
- *Website Updates* ($100 per hour add-on) If website updates are needed outside of content additions or optimization, we'll make those recommendations, and we can implement those changes at $100 per hour, billed in 15 minute intervals. Some of these recommendations may include things like form placement, form style, buttons, page layout and style, or other improvements geared to help with conversions.
Campaign
Optimization
Starting at$ 500.00
*The campaign optimization is similar to campaign creation, but takes an existing campaign and analyzes its effectiveness. We'll do the keyword research, competitor analysis, landing page analysis, conversion analysis, and ad analysis to determine if there are opportunities for improvement. What you get includes:
- Landing Page Analysis The purpose of utilizing PPC advertising is to get visitors to the website for a conversion opportunity. We start at the landing page level to identify any improvements that need to be made. Landing page relevance has an impact on quality score and conversion rates, so we make sure to optimize ad landing pages for maximum benefit.
- Campaign Analysis SEOteric will go through each campaign and look at bid strategies, targeting, d Groups, and Ads. Each campaign needs to have the right mix of bid strategies, budgets, ads, and keywords. We'll make sure everything is properly optimized.
- Keyword Research We also want to make sure that the keywords we are targeting are the right ones. We'll explore opportunities to find new keywords and phrases, and employ the proper match uses to maximize exposure while limiting unwanted searches.
- Ad Analysis The ads are what will drive the clicks and determine if a user clicks or not. We'll look into which ad types are most effective, the ad copy used, and any image collateral to make sure our ads are helping us create new opportunities.
- Campaign Recommendations Before we execute changes, we'll create a recommendations worksheet and go over each item for approval. Once recommendations are approved, we'll begin implementing changes.
- *Website Updates* ($100 per hour add-on) If website updates are needed outside of content additions or optimization, we'll make those recommendations, and we can implement those changes at $100 per hour, billed in 15 minute intervals. Some of these recommendations may include things like form placement, form style, buttons, page layout and style, or other improvements geared to help with conversions.
Monthy
Management
Typically15-20% of Spend
*The monthly management of Adwords helps us keep campaigns working. Management is needed for multiple reasons, mainly for monitoring search terms, employing negative keywords, creating new keyword opportunities, and employing new features and configurations as Adwords changes. We don't take a "set it and forget it" approach because this can lead to campaign performance that deteriorates over time. Monthly Management includes:
- Monitoring Conversions We continually look for the campaigns that are performing the best, and look for ways to optimize campaigns to keep conversion costs as low as possible.
- Quality Score Optimization SEOteric will monitor and adjust campaigns to keep quality scores as high as possible. The balance between the keywords, ads, and landing pages has a lot to do with quality score, so we make sure these stay in harmony to produce the best click-through rates and conversions possible.
- Keyword Optimization Depending on match types, the actual search terms may vary from the actual keywords chosen. Its wise to give Google a little room to dynamically expand the keyword list using match types like broad match modified or phrase match. It's also important to closely monitor the search terms to include negative keywords to teach Google they types of related terms we want. Search terms also help identify new keywords to add to the targeted list when we find good opportunities.
- Bid Strategy and Attribution Adjustments From time to time, we find that adjusting bid strategies and affect the performance of a campaign. Many lead generation websites use the maximize conversion bid strategy, and there are several options that may produce the desired affect. We'll test configurations and find the right balance. We'll also find the best suited conversion attribution model to attribute conversions to the right channels.
- Analytics and Reporting Google Adwords is a part of our real-time analytics dashboards, so you'll get to see website traffic from Google Analytics and data from Google Adwords. We'll provide high level KPI metrics like campaign performance, conversions, cost per click, and CTR. Each metrics has the ability to click and drill down to the details so you can keep up with its performance.
- *Website Updates* ($100 per hour add-on) If website updates are needed outside of content additions or optimization, we'll make those recommendations, and we can implement those changes at $100 per hour, billed in 15 minute intervals. Some of these recommendations may include things like form placement, form style, buttons, page layout and style, or other improvements geared to help with conversions.
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