This is how we roll.
Our method differs from the majority of our competitors. We do not merely digest and react to requests handed to us by our clients. Neither do we wait for your feedback. We provide the comments, advise on proactive campaign adjustments and chase you for your feedback.
Consultation Stage
we establish your goals and objectives
This is where we conduct thorough research and analysis to learn about your business from a variety of angles. First, we talk to you! We request our clients set aside around an hour to discuss their business with one of our campaign managers. It could take more time or it could take less but we’ve found that an hour is about average. We use this time to understand a little about your business and establish your goals and objectives. You might require branding, reach, a specific number of leads per week, or an improvement in direct response CPA. Furthermore, we carry out a comprehensive viability assessment to ensure that all stated goals and objectives are achievable.
Market & Competitor Analysis
we find out what the other guys are doing
Your market undoubtably has existing advertisers using the AdWords platform. We need to determine how your business fits into this picture. Is the competition using particular text in their ad creative, targeting specific keywords or showing at certain times of the day. If so, are they doing those things because they have been getting results? Once we have an idea about such things, we can formulate the best strategy to either improve your presence in the same sectors as your competition, or identify new niche keywords to place your business under.
Keyword Research
where we get smart… not crazy
This part can seem the easiest but it also has the greatest consequences if done wrong. We use the information from the previous stages and set about choosing the best keywords to meet your objectives. Keyword selection is about identifying a precise target market, visualising the buying cycle of your customers, and putting yourself in the customer’s mind as they complete the research, comparison, decision and purchase (or enquiry) phases of your product or service. Even customers looking for carpet cleaning are still comparing quotes from three or more providers!
Landing Page Analysis
wasted traffic is our pet hate
We go over your landing page and the rest of your website with a fine-toothed comb. Why? Pointing traffic to a poor landing page won’t convert potential customers, is an expensive & wasteful exercise, and can eventually get you nudged off the front page due to a spiralling Quality Score. We will assess your landing page for relevancy, usability, search-engine friendliness, and how well it has been optimised for generating conversions. If required, we will recommend and supply (free-of-charge) one of our own conversion-optimised templates.
Ad Creative
all about the balance
We get a lot of inspiration from you at this stage. Nobody extolls features & benefits like a passionate business owner. But ad creative on the AdWords platform is all about balance. You need to weigh up what is appealing to the customer at the point of the buying cycle you have targeted with your keyword selection against what relevancy Google requires from you to gain a high quality score and reasonable front page positions AND ensure your landing page is aligned with the message your ad is conveying! Don’t forget to slip in unique selling points to differentiate yourself from the competition and add calls to action to get the desire outcome. Phew!
Campaign Implementation
we put it all together and we put it live
This is where your AdWords campaign is built or your existing one reconstructed. Industry best practices are used plus the knowledge and experience gathered from doing this 1000s of times before. We compile the selected keywords and ad creative into tightly themed ad groups. We target your campaign using ad-scheduling and geo-targeting, ensuring it is shown to the right people at the right time. This is also the stage where we install conversion tracking and Google Analytics into your website so that we are ready to measure the effectiveness of our work from day one and make adjustments accordingly. We put it live! But our work is never done.
Analysis & Refinement
there be real benefits here
Detailed analysis and evaluation of the live AdWords campaign is conducted. The information that is gathered is discussed with you and subsequent changes are made to the AdWords campaign to increase performance and reduce cost per acquisition. We make recommendations for changes to your website and landing page based on the behaviour of your website traffic and suggest ideas for the rest of your marketing efforts. We also use a project management and collaboration tool called Basecamp which provides you up-to-the-minute information on what adjustments your campaign manager has been making to the campaign and allows you to make comments.
Onwards & Upwards
so you want to be the best?
AdWords campaigns require constant monitoring of search query reports and cost per acquisition to ensure they stay on the improvement track. Google loves to show you for the strangest keywords if you don’t keep a close eye on it. Once we get a few months of data, however, we can begin planning your search engine optimisation strategy. SEO is only getting tougher and tougher as more and more companies jump on board (and front page real estate on Google has not changed significantly) so you will need an excellent campaign to get ahead of the pack. Just remember not to neglect your AdWords campaign. We certainly won’t!