Our PPC Management Process

Ensuring the campaign is set up correctly from the start is critical. Let’s go through the process below.

Campaign Goals 
It's very important that we start the campaign by gaining critical insights regarding the goals of the campaign.

Critical questions to ask include:

• How will we know the campaign was successful?
• Do you want to build brand awareness?
• Do you want to increase traffic to the website?
• Do you want to increase sales?
• Do you want to increase leads?

Asking these critical questions gives us the foundation we need to build a successful campaign.

Research & Analysis

Keyword research:

In order to target the correct audience, we need to choose keywords that they would use in order to find your products and services. It’s a time consuming exercise, but absolutely necessary in order to build the foundation for a successful PPC campaign.

Even though keyword research is one of the starting points for any campaign, it's a process that we revisited regularly in order to yield the best possible results for our clients.

Competitor & industry analysis:

By completing a competitor and industry analysis, we can determine how your business stacks up against competitors in your industry. We need to determine:

• Who is dominating the ad space? Why?
• Where can we improve on what your competitors are doing?
• What strategies are they using?

This process allows us to identify threats that need to be addressed or opportunities we can take advantage of.

Ad Copy Optimisation

The next step is creating and optimizing the copy to be used for the campaign. During this process we utilize the keywords we identified and create various permutations of the same ad.

This allows us to test various ads against each other in order to determine which ads yields the best ROI. Ad Copy Optimization never ends as audience and industry trends keep changing.

Landing Page Optimization

Your landing page may either be an existing page on your website, or a dedicated
landing page with content tailored towards a specific promotion you are running.

We optimize the content based on what part of the marketing funnel your target
audience is in, keeping your campaign goals in mind every step of the way.
Landing page optimization includes both design and copy to ensure consistency
between your website, brand message and ad copy.

Bidding Management

Managing and monitoring bids is essential to maintaining a healthy PPC campaign. We use proven methodologies in order to define bidding strategies for our clients. The bidding strategy is largely determined by the goal of the campaign as each goal requires a different bidding strategy.

Important considerations:

• Recommended budget for the entire campaign
• Cost per click (CPC) of each PPC ad
• Estimated gains from the ad campaign

These values play into the strategy to where we can get the keywords we want at the best price.

Campaign Tracking & Reporting

We monitor and track campaigns continuously in order to gain insights on how our strategies are performing. We use the following as a base:

• Overall number of clicks & CTR (click through rate), which tells you how effective your copy is;
• Bounce rate and time spent on the landing page, both indicators of how effective your engagement and call to action is;
• Goal conversions, whether it is a sign-up, a download, or a purchase; and
• Return on investment, which shows how much your client made from the PPC ad campaign.

All the above metric form part of our monthly reporting to our clients.