Pay Per Click (PPC) Marketing Management

A Systematic Approach that Gets Results

Pay Per Click Marketing (PPC) through Google AdWords is one of the most effective advertising channels available today. PPC generally produces the highest conversion rates and lowest Cost Per Conversion of any online channel for acquiring new customers.

Users tell us exactly what they are looking for through the keyword they type in. They self-identify as top of the funnel by using words like “compare” and “best” or self-identify as bottom of the funnel through terms like “quote” and “location.” With such granular targeting on quality prospects it's no wonder click costs can be very expensive. The key to making PPC work profitably is successfully identifying user intent and having a laser focus on each campaign’s specific goals.

It is crucial to build a cohesive and logical campaign structure grouping keywords and ads together in a way that makes data analysis and optimization as efficient as possible. When a campaign is organized in a tight and efficient way it lowers costs and increases average position in the competitive marketplace.

When it comes to Google Adwords, it pays to hire an expert. The difference between running an unprofitable campaign and a highly profitable campaign is in the rigorous process of data gathering and optimization – removing keywords and ads that do not work, continually testing, and focusing campaign budget on the most profitable keywords. Professional campaign management is crucial in a mature and competitive marketplace such as Google Adwords.

eBoost Consulting has been building and managing professional PPC campaigns on Google AdWords since 2005. Over that time we have developed a rigorous process for running successful campaigns for businesses focused on Lead Generation and eCommerce.

Step 1 - Strategy Development

We begin by conducting structured interviews with your team with the objective of learning as much as possible about the Company, Customers, and Competition. We combine this qualitative data with the quantitative data gleaned from market research and Analytics systems including:

  • Existing Campaign Data Mining
  • Examine existing account structure
  • Review existing account data

We then develop a comprehensive campaign strategy including:

  • Campaign Type – Search, Display etc
  • Monthly Budget
  • Geographic Locations
  • Specific Goals
  • Ad Copy Approval Guidelines
  • Launch Date
  • Campaign Structure

Step 2 - Creative Development

After the Strategy Guide is reviewed and approved, we begin the keyword research process based on the campaign structure. Keywords are grouped into tightly-knit ad groups based in order to maximize Quality Score. We develop a Creative Brief with several versions of the ad copy for each individual ad group and include corresponding landing pages. The ad copy is submitted for approval as the final preparation step before building the campaigns within the Adwords interface.

Step 3 - Account Build

We set up accounts in a systematic way, using internal checklists to ensure all aspects of account setup conform to industry best practices. We work with your developer on technical setup including conversion tracking. If you don't have an internal developer we can help with that too!

The Account Build includes:

  • Campaigns
  • Ad Groups
  • Keywords
  • Ads
  • Ad Extensions
  • Budgets & Bids
  • Budgets per campaign
  • Bids per ad group & keyword
  • Bid modifiers by device

Step 4 - Optimization & Management

The PPC Setup process builds the foundation for a successful account and the Optimization process helps you to compete at the highest level. Ongoing optimization, monitoring and reporting is ongoing and builds upon itself using a continuous feedback loop to continually improve performance over time, stay competitive in changing environments, and adjust to accommodate changes in the marketplace.

We focus our optimization efforts on:

  • Keyword Optimization
  • Bid Strategy & Bid Optimization
  • Campaign & Ad Group Structure
  • Ad Copy Testing & Optimization
  • Extensions
  • Sitelinks
  • Display (GDN) Strategy
  • Remarketing

We also keep up to date on new Features and Updates within the Adwords interface. Google is constantly rolling out new features and inviting campaign management firms like ours to Beta test the latest innovations. Our clients benefit from the early adoption of features that their competitors do not have access to.

Ready to get started? Contact Us today to start generating new Leads and Sales for your business on Google Adwords.

Next Steps

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Did You Know?

The average PPC Click Through Rate in Position 1 is 7.94%. In Position 10, it’s 0.20%