Paid Advertising on Google Ads (PPC)
Account – using your existing company Gmail account we will redevelop your Google Ads account. All ‘clicks’ are charged directly to the client by Google with no middleman and no markup.
Campaign Creation – you may have multiple campaigns and ad groups under a single account. We will modify the existing, active campaigns for you as part of the set-up.
Ad Group Creation – Ad Groups are where the action is! This is where we create or redevelop ads, adjust bids, select keywords and landing targets.
Ad Creation – for each Ad Group, we will redevelop the existing text ad, so that it is comprised of 3 descriptions (90 characters) and 8 headlines (30 characters). We will also provide competitive data for review. We will manage creation of ads, the ad approval and quality process, bidding strategy development, landing page strategy and more, for each Ad Group.
IMPORTANT: Google text ad formats are highly defined and inviolate, with limitations to the number of characters, punctuation usage, etc.
Contextual Targeting – we focus on text-based ads that are triggered by specific search activity and appear on Google search result pages and across a network of other Google related search providers.
Placement Targeting – display ads may be included in the campaign. Display ads are like traditional print advertising and appear on a network of sites based on the content of those sites. Individual sites can be selected based on demographics, market reach, voice of authority status or to meet other marketing goals. These ads are fully customizable.
Initial management and strategy – there will be a significant amount of keyword modification, negative keyword list building and bidding strategy changes that will need to occur in the first few weeks of the campaign. We will make all changes and edits as needed to get your new ad groups running correctly.
Ongoing management – we will budget 5 hours per month for ongoing management which includes ad changes, bidding changes, negative keyword list building and monthly reporting
Reports – you will receive monthly reports about your Google Ads account letting you know how your campaign is preforming. As part of the initial setup, we will explain how to read and use the data in the reports. We provide a variety of data, with a focus on number of clicks, cost per click (CPC), click through rate (CTR), top keywords, top ad variations and competitive data.
Re-marketing Strategy (optional) – re-marketing relates to the persistence of an ad, meaning that ads can follow the user, even to sites where the content is not relevant. This may not be applicable or desirable.
It is important to note – you are always in control of your spending and your budget. You control exactly how much you spend – think of PPC like a faucet. You turn the flow up or down as your business needs dictate.
Monthly Budget – is the amount that you pay directly to Google. We do not charge a mark-up on each click. Companies may have a significant difference in their monthly PPC spend and marketing objectives. Your budget should be based on your marketing objectives, your current cost per lead, your pricing tolerances and other market factors.