Paid Media

Discovery:

Learn about the client’s business, website, and competitors in order to provide clear documentation to be used throughout all other stages of the project

Project Brief

Define client information & business goals along with all required information to properly complete discovery process.

PPC Audit

Create baseline for current website PPC performance based on analytics, landing pages, and current campaign statistics

Keyword research

Define potential target keywords based on business goals outlined in the Project Brief and opportunities found in the PPC Audit

Competitive Analysis

Define PPC competitors and Ad Copy based on Keyword Research and determine areas of opportunity and risk

Strategy:

Create a comprehensive PPC strategy and project plan that clearly outlines deliverables and measurable business goals

Paid Search Strategy

Define Paid Search, Display, and Remarketing campaigns along with ad copy, landing page recommendations, targeting methodologies and recommended budget

Measurement Planning

Document measurable short-term and long-term goals to evaluate campaign performance

Landing Page and Campaign Setup:

Implement landing page recommendations from the Paid Search Strategy through development or collaboration with the client

Content Implementation

Adjust website text based on the Content Strategy to reflect the keywords targeted in the Keyword Research document.

Technical Implementation

Implement edits to the website code based on the On-Site Strategy. This includes changes to page elements like Meta information, canonical tags, no-follow links, and internal links. It also encompasses revamping site wide elements like a domain’s robots.txt file, sitemap, Google Analytics account, and the domain’s connected Google Webmaster Tools account. It can even go so far as to involve changes to social media strategy

Optimize:

Monitor and adjust campaigns based on the performance of keywords, landing pages, and ad copy

Project BriefShort-Term Adjustments

Change bids, ads, and landing pages based on short term performance indicators (daily or every few days)

Campaign Adjustments

Make global changes to the campaign based on trends that are identified over time (weekly or biweekly)

Analysis and Reporting:

Provide regular reporting that includes analysis of campaign performance, KPIs, and goal tracking and adjust project plan based on results

Monthly Performance Report

Define client information & business goals along with all required information to properly complete discovery process.

Quarterly Review

Comprehensive overview of campaign and adjustments to the project plan based on the results achieved.

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