CHANNELS
Paid Search via Google Ads is overwhelmingly the most popular network for paid search. This traffic is extremely targeted and data-driven, making it ideal for our quantitative approach and the most popular strategy that we employ for clients.
Other popular networks include the Google Display Network (including YouTube), Bing Ads, and other display delivery networks. PPC (pay-per-click) also encompasses popular social networks like Facebook/Instagram, which also provide a lot of opportunity to make an impact – so much so that we’ve separated Social Advertising into a unique service.
PROCESS
We create targeted, scalable campaigns designed to be optimized quickly and maximize campaign ROI. To achieve success, we define success metrics, execute comprehensive research, build granular campaigns, and then optimize to maximize effectiveness.
Define Goals & Success Metrics – In order to optimize effectively, we need to establish an effective means of measuring value. By defining and quantifying success, we’re able to make decisions to maximize these metrics.
Keyword Research – Using insights from our clients, competitor benchmarking, and keyword research tools, we build a comprehensive set of keywords (and negative keywords).
Create Flexible, Measurable Campaigns – Our granular setups allow us a lot of flexibility with data analysis and spend allocation. We’re able to break performance data into small segments for analysis, allowing us to quickly adjust our strategies accordingly.
Optimize – Because of our granular setup, we’re quickly able to look at small segments of traffic and determine their effectiveness. We eliminate wasteful spend, focus budgets where we’re most effective, and determine other strategies that might improve segment performance.
Report & Refine – Paid search optimization is never done. The market is always changing, and PPC platforms are frequently changing features and options. We stay on top of changes, while continually optimizing campaigns and adjusting as business objectives change.
GOALS
Reliable performance data is vital to the success of paid search campaigns. We work with our clients to understand their goals, then define success metrics based on these goals to maximize the effectiveness of the campaigns we create. KPI events are assigned relative values to help evaluate campaign effectiveness. We strive to encompass total value gains through these metrics.
Primary KPI’s for campaigns are often revenue, sales, and leads. However, that isn’t always the case. We frequently take a deeper look for clients, using additional KPI’s to help determine the effectiveness of strategies, including:
Sales/Revenue
Leads
Calls
Live Chat
Site Engagement
Video Views
Key Page Views
Events
Reach & Impressions
SETUPS
We create flexible campaigns to fit the needs and goals of each client. Once KPI’s are defined, we develop campaigns designed to rapidly collect granular data. By breaking out targeting options during campaign setup, it allows us to monitor a large number of consumer segments, each of which can be individually catered to and optimized for to maximize ROI.
Effective campaign setup is as much an art as it is a science. Our strategic campaign development provides a wealth of targeting capabilities and optimization options which allows us to stretch the value of every dollar invested in paid search and media campaigns. Our strategic approach also allows us to scale account spending up or down fluidly while maximizing ROI.
These granular setups allow us to engage in effective ongoing management that quickly improves on results.
MANAGEMENT
Paid search isn’t like a lot of other media buys – it requires constant attention and adjustment to improve results.
The greatest strength of our campaign creation process (and digital advertising in general) is its ability to be quickly and efficiently optimized. Collecting data on highly targeted consumer segments allows us to continually shift the spending budget towards higher performing users, discover new opportunities, improve ad copy, target effective landing pages, and eliminate wasteful spending.
Our ongoing management services help you stay on target and budget, all while continually finding ways to improve results. Most of our clients work with us long-term to utilize paid search to manage results, respond to changes both in the market and on advertising platforms, promote new initiatives, monitor opportunities, and make adjustments to improve performance and reach goals.
REPORTING
Our monthly reports provide a comprehensive look at linking key performance metrics to paid search efforts. These reports provide a snapshot of each campaign’s results, while also allowing for deeper looks into campaign and keyword performance.
We utilize Google Data Studio to provide real-time, results-oriented reporting for paid search clients. For clients with their own reporting and analytics software, we are happy to customize reporting within those systems to be as useful as possible. With help from these reports, we make optimization adjustments and allocate marketing budgets to capitalize on areas of opportunity.
AUDITS
Want to make sure everything that your accounts are being run well? A one-time audit or quarterly report may be the best fit for you.
Our comprehensive audits present areas where accounts are performing well, areas that need improvement, and additional ideas and recommendations on how to improve account performance.
Audits are frequently used in a similar fashion to our ongoing consulting. We take a deep dive into account performance, working with your internal team to give them a fresh perspective on opportunities and changes that can be made.
In addition, we offer confidential agency reviews. We’ll give you an objective report on how effective an agency has been and how hard they’re working for you. We do NOT offer ongoing management services to clients post-agency audit, as it represents a conflict of interest. Rather, we represent your interests to improve your relationship or help you evaluate potential new proposals.
CONSULTING
Is ongoing management not the right fit for you, but you’d like an extra set of eyes on your accounts? Whether you have an in-house team, agency, or you’re managing campaigns yourself, consulting with us on an ongoing basis can help you make the most of your online search efforts.
We offer ongoing consulting packages where we provide advice and analysis on accounts, train internal marketers, and conduct ongoing meetings with teams to help improve performance.
