We offer transparency in our Pay Per Click advertisement programs. The money you spend on the ad itself will be billed from the company you are directly advertising on. This is our way to keep this process transparent and see how our recommendations help your company in the long run.

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.