Phase 1 – Foundation

• PPC Discovery-Client Fills Out Online Questionnaire, which will cover the following:
  • Gain an understanding of the business
  • Determine the focus on specific/all products and services.
  • Determine the best kind of ad(s) to use: Search, Display, Shopping, Video, and/or App.
  • Determine target geographic, audience, demographics, placement, behavioral, and device targeting.
  • The client provides a suggested keywords listing and descriptions of their products and/or services.
  • Establish goals and objectives.
  • Establish a maximum monthly ad spend/budget.
  • Establish key conversions, i.e. online sales, phone calls, etc.
• Research
  • Conduct a competitive product and/or service analysis.
  • Conduct key term research.
• Findings Review
  • Based on research, BTD will compile and create a master list of PPC recommended search terms, target geographic area, audience, demographics, placement, behavioral, and device recommendations. Ad Templates: Text Ad (Search) template, Responsive Search Ad template, Responsive Display Ad template, and Video Ad template. PPC Extension Templates: Sitelink Extension, Callout Extension, Lead Form Extension
• Review with Client
  • Discussion and finalization of the initial PPC keyword list, which encompasses:
    • Relevant keywords
    • Exhaustive keywords
    • Expansive keywords
    • Negative keywords
  • Discuss various mix of keyword campaigns for different products or services and determine which targeting efforts will be the most effective.
  • Discuss any changes needed for keyword-optimized headlines and ad copy and placement of relevant call to action.
  • Discuss the creation of unique landing pages that use the same keywords as ads and how to draw them into the sales funnel for follow-up marketing.
  • Solidify the best kind of ad(s) to use, i.e. Search, Display, Shopping, Video, and/or App.
  • Discuss customer intent audiences.
  • Discussion and edits to finalize PPC plan and budget.

The client approves PPC report with key terms, campaigns, headlines landing pages, etc.

 
Phase 2 – Prep for Execution

• Create text content for ads.
  • Create content for the following extensions:
    • Location
    • Affiliate Location
    • Callout
    • Sitelink
    • Call
    • Structured Snippets
    • Message
    • Price
    • App
    • Promotion
• Mock-up of image content and supplemental text.
• Mock-up of video content and supplemental text.
• Mock-up of associated ads with their relevant landing pages.
  • Review of site and recommendations, if needed.
• Set up Google Merchant Center Feed for Shopping ads, if applicable.
• Set up web analytics access for the client, if applicable.

Client approves PPC content.

Phase 3 – Execution (Pre & Post-Website Launch)

• Set up all ads discussed/approved in Phase 2.
• Set up account linking for Google Ads with YouTube, Google Analytics, Google Search Console, Google Merchant Center Feed, etc.
• Set up remarketing lists.
• Set up customer intent audience(s).
• Setup Call Tracking add-on and phone number(s).
• Set up monthly Google Data Studio comprehensive monthly reports.

The client is notified that ads are live.

Phase 4 – Refinement & Ongoing

• Deliver monthly reporting that provides you with the number of impressions, clicks, click-through rates, costs, and conversions (sales, lead forms filled out, or other actions taken on your site), ROI, and net gain.
• Ongoing monitoring and assessment of PPC success and refinements, based on the following:
  • Review costly and under-performing keywords and shut off, if necessary.
  • Review click-through rates and Quality Scores to determine if ad groups need to be split into smaller, more relevant, more targeted ad groups.
  • Review lower converting demographics and shut off, if necessary.
  • Review and/or refine landing pages to modify content and calls-to-action of landing pages to align with individual search queries in order to boost conversion rates. (Note: This is an additional fee and not part of the initial PPC setup or maintenance fee.)
  • Leverage business intelligence software (BI Tools) and additional connectors to review critical metrics.