•   Setup

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 Account Audit- We start by discovering the lowest hanging fruit for immediate improvement.

We will take a look at your AdWords layout as well as your analytics for your website, if

available.

 Structural Analysis – We will look further to see if the account is structured to maximize return

and minimize spend.

 Competitive Analysis – We need to know about the competition! What’s working for your

competitors? How much are they spending, which keywords are driving the most traffic?

 Rebuild/Expansion - If the account needs to be restructured or rebuilt, it’s during this process

that we lay the foundation for a more profitable model. This is where new ads are written and

keywords are mapped or remapped to the proper Adgroups & Campaigns

 Call Tracking Setup – If you are not tracking your phone calls and conversions, you’re missing

out on valuable information that affects the bottom line. Phone calls are where dollars are

generated – we’ll help you measure the success of your AdWords campaign in terms of calls.

Understanding exactly which keywords are producing profitable traffic and which keywords are

producing waste is hugely important here.

 Landing Page Buildout – We will map your AdWords campaigns to the proper landing pages on

your website. If you need landing pages built, we can build one landing page or hundreds and

host them on your website.

 Analytics Implementation—We will find out if you are tracking your leads and conversions

properly, if your analytics are set up correctly, and take a look at your analytics implementation

to make sure it’s setup correctly and optimize performance. This is also where we’ll setup heat

mapping and click tracking tools to see how people are interacting with your landing pages.

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  •   Ongoing Management

         (In the beginning these tasks will be done much more often than when we

           get the account running smoothly – sometimes daily for the first 2 weeks)

 

 Split Testing – Every month we’ll split test the ads in your account. We always run with

2 ads so we know which is working. We’ll also split test elements of your landing pages

constantly if we are managing those. If not we’ll make suggestions for alterations to the

pages that could help.

 Bid Management—New competitors are constantly entering and leaving the market

place. Existing competitors are constantly adjusting their bids at the keyword level. We

don’t believe in bid management tools, because bid management can be done by a

human more efficiently than any machine. This is where we’ll make sure you are staying

in the right positions for your keywords so that you are getting the most clicks without

spending too much. This process needs to be done on a biweekly basis.

 Negatives Research—This is cleanup in a nutshell. If you are showing up for keywords

that you should not be, we’ll eliminate them and make sure to continually hone in on

the proper audience. This is an ongoing process and has to be done biweekly.

 Reporting—Monthly reports analyzing traffic growth, conversions, optimization actions

and results.