PAY PER CLICK MANAGEMENT – THE PROCESS:
1.Understand your businessDetermine your unique selling proposition. Your top priority products. Your strengths. Your offline competitors.
2.Identify your goalsDetermine which conversion events are meaningful to your management team. Establish short and long term goals. Establish ROI expectations. Determine which conversion events to track and tie to cost per conversion data.
3. Understand your online competitorsEvaluate your competitor’s ad copy, keywords, landing pages and market position to better understand their strengths and weaknesses.
4. Compile a list of relevant search phrasesChoose specific, relevant keywords that accurately describe your products and services.
5. Organize your campaign according to established best practicesOrganize your keywords into Ad Groups based on a theme. Write custom creatives for each ad group.
6. Write clear, compelling ad creativesCreate concise and meaningful ads. Test multiple creative’s using proprietary statistical tools. Emphasize unique aspects of your product or service and include a strong call to action.
7. Choose appropriate destination pagesSelect landing pages that match the advertising message and meet the visitors expectations.
8.Track results frequently, modify campaigns and report resultsTrack conversions, keywords and adgroup performance using Google conversion tracking scripts and Google Analytics.