Getting started is easy… A simple phone call is all we need to determine the right platform for your business, the number of campaigns and ad groups that you would need and what types of ads would bring you the most traffic. Each company has different goals and needs – and there is really no “one size fits all” when it comes to digital marketing campaigns.
After determining which marketing channels you want to try (Google Adwords, Bing Search and/or Facebook Advertising), we would then move on to determine the following:
Strategy – Who are your customers? Where do they “live” on the internet? What marketing messages will they respond to? Are they more likely to be searching for a product or service like yours or are they more likely to be looking for an alternative to your product or service? Are they older? Are they tech savvy? Do they favor mobile devices? After considering all of these factors and dozens of others, we can create a digital marketing strategy that makes sense for your company.
Structure – What is the optimal structure for the account and your business goals. Do you sell a single product or service or are there multiple groupings that need attention? Are you selling a product or service where your ROI is key or do we want to focus on driving traffic or leads? What is the Adspend budget? What geographic areas should we target? Do you have video assets that we can utilize on YouTube? Is it a product or service that is better served on Facebook or is traditional search marketing a better channel?
Campaigns & Adgroups – Creating campaigns and ad groups that make sense for your business is extremely important and will help keep costs down and increase your overall return on investment. Typically we build out an account’s campaigns and adgroups to match the structure of a company’s website, but this can vary depending on the goals of the account.
Content Network – Depending on your type of business and advertising goals, you might want to include display ads to reach people that aren’t actively “searching” for your product or service; but would find it useful if they saw an ad for it while visiting another website. You may also consider Shopping campaigns or YouTube specific campaigns.
Keywords – Choosing specific keywords within your budget is crucial to a successful campaign. Some campaigns might have hundreds of keywords while others may only require a handful. And while choosing keywords is important, it is even more important to include negative keywords to make sure you don’t get irrelevant clicks.
Ads – Next we start the creative process. Coming up with the marketing messages that will drive traffic and help you achieve your goals. This is typically a mix of text ads and graphic ads, and always includes at least 4 or 5 ads in each adgroup as a base. Once the ads start getting impressions and we can evaluate the CTR’s (click through rates), we can determine which ads have a better appeal to customers and which we can retire. We then start refining the better performing ads to see if we can get even better results – and ongoing process that we continue with throughout the life of the campaign.
Extensions – The last part of the account set up is adding any number of extensions to the ads – these are small bits of information or links to specific pages on the website that help the ad by giving it more real estate and more helpful information. The use of extensions is also a signal to Google that the ad is probably more relevant and a factor in determining an ad’s “ad rank”.