Strategy & Implementation

When managing PPC campaigns we adhere to a strict strategy. This strategy has been developed of years of managing both small and large PPC accounts and forms the “blueprint” for our PPC management service.

Strategy

1. Client expectations and KPIs

We work closely with clients to help them form realistic expectations and measurable Key Performance Indicators.

We know clients expect clear and tangible indications of performance and we go to great lengths to ensure we provide exactly this. There are many metrics
in Pay Per Click advertising we can use to track performance including:

  • CPA
  • Cost
  • Clicks
  • Impressions
  • Average CPC
  • CTR

Each metric is suited to a particular objective and we may use a combination of the above to provide an accurate representation of progress.

Examples:

  • In budget limited campaigns, maintaining cost is the primary objective whilst reducing CPA over time is a secondary objective. In this type of scenario we’d always advise the client that sufficient time is needed to balance the account between cost and CPA as lowering CPA’s too quickly could dramatically reduce acquisitions.
  • Where campaigns are not budget limited we may be required to focus solely on CPA and where ROI is positive, cost is not a concern.
  • Where a branding campaign is concerned, relevant impressions on placements may be the primary KPI with clicks as a secondary KPI.

2. Client USP and Commercial Strategy

Understanding the clients business model, products and USP is essentially to establishing a relevant set of KPIs and expectations. It’s also key to
producing a PPC campaign that complements existing marketing activities.

We’ll often ask a client to provide us with details of existing marketing collateral for other mediums to ensure the PPC campaign is sympathetic to the existing marketing strategy.

With this information, we’ll design and build a creative campaign designed to fall into line with the clients commercial strategy and deliver this strategy online.

3. Seasonality and search trends

At the beginning of every campaign it’s crucial to understand how seasonality affects sales and searches. This allows us to optimise the account around key times to maximise sales during both busy and quiet periods.

Examples:

If the client offers a range of products then it’s likely some may be more popular at certain times of the year. Because of this, we need to consider how best to promote these items which may entail “throttling” the promotion of certain products at different times to maximise ROI for example.

Additionally, in times where search volume peaks, it’s crucial we provide clients with advanced notice of budget implications and if an increase in budget is required to maximise sales during these peak periods.

4. Tracking Requirements

It is impossible to optimise a PPC campaign efficiently without tracking important metrics such as conversions. We do this to ensure we know what leads to acquisitions and how to influence them further.

Furthermore, with continuity of data we are able to understand current performance with historic date ranges (last week, last month and last year for example).

5. Keyword Research

With both new and existing accounts we need to establish a base set of “seed” keywords. These keywords are researched based on data available from Google and the clients existing analytics data.

On implementation of keywords we continually test, measure and refine the optimisation process by regularly adding new keywords and negative keywords with varying match types.

Implementation

Once a strategy is in place we build the account to best practices.

 adwords-structure

Ad Groups: Keywords and Ads

We create highly targeted ad groups packed with highly relevant keywords and adverts. Relevance is a huge factor in any PPC campaign and whether you have an account with 100 keywords or 100,000 keywords the process is the same.

We’ll use the researched keywords and split them into relevant “buckets” of keywords. Adverts will be created and consist of the following:

  • A relevance keyword contained within the ad copy
  • A strong call to action (where possible)
  • Qualifying text (if needed)
  • A highly relevant landing page

At times we may split ad groups to further increase relevance and Quality Score. This will result in the campaign size growing exponentially but following the same structure throughout.

When preparing ad copy, we consider the following:

  • The target audience (and demographics if relevant)
  • The nature of the keyword
  • How well the site converts (should we qualify visitors in the ad copy)
  • Should we prepare branded ads
  • How will seasonality effect products, keywords and searches.
  • What ad extensions are needed and how should they be implemented

Landing Pages

Landing pages are a component of Quality Score and must be relevant to the keywords used in searches and advert copy.

We spend time to ensure traffic is diverted to the most relevant sections of your website to facilitate the visitor finding the desired information quickly and efficiently. The last thing we want to see is visitors leaving because they can’t find what they are looking for.

To achieve this, in most cases we follow the existing website navigation structure.

Example:

If the site sells clothing, we’ll send traffic searching for blue jeans to the relevant section containing blue jeans.

If the site is promoting legal services, we’ll send traffic searching for information on how to claim for an industrial accident to the accident at work page.