Google Ads Keyword Research and Campaign Management

ESTIMATING CLICK-THROUGH (TRAFFIC)

Using Google's traffic estimator tool for each phase in the program, we calculate the number of Searchers who will view your ads and potentially click through to your website. With this information, we set your daily campaign budget and closely monitor all activity including ad impressions, ad position (1-10), click-throughs and conversions. We review the overall performance of each ad and split test new ads, aiming for a better click-through rate (CTR). In addition, we track and remove any click-throughs from search terms that are not relevant to the product or service’s keyword phrases. This minimizes traffic and PPC costs from non-related keyword searches.

Using Google's traffic estimator tool for each phase in the program, we calculate the number of Searchers who will view your ads and potentially click through to your website. With this information, we set your daily campaign budget and closely monitor all activity including ad impressions, ad position (1-10), click-throughs and conversions. We review the overall performance of each ad and split test new ads, aiming for a better click-through rate (CTR). In addition, we track and remove any click-throughs from search terms that are not relevant to the product or service’s keyword phrases. This minimizes traffic and PPC costs from non-related keyword searches.

Keyword Research & Campaign Setup
Sponsored Search Campaigns

The success and performance of a Sponsored Search campaign is dependent upon the selection of keyword phrases. These phrases should be specific to your products or services and help pre-qualify the Searcher who clicks through. If the keyword term is vague, or generic in phrasing, it causes your ad to be displayed (an impression) to End-Users only looking for similar products or services who may click-through, debiting your account, but ultimately do not convert (make a purchase or contact you).

Long tail phrases that describe your company’s offerings will generate click-through traffic from qualified visitors. A typical Sponsored Search campaign is comprised of 75-200 keyword phrases, each with a different bid rate, also known as a click-through rate. The Google Ads Manager assembles phrases into separate groups, creating several ads with 25 or more search phrases associated with each ad.

Google Ads That Convert
Sponsored Search Ads

Writing an ad that will stand out from your competitor’s listings is challenging. However, if certain attributes are applied this will maintain a high CTR (click-through rate) and good ad position, generating conversions and sales. There is limited copy space in writing an ad.

We will compose a clear, concise message for each ad. We also write ‘calls to action’ in the header, like a special offer or an exceptional buy. We also add in ad extensions that can include your business’ phone number and address, if your business is local. Each ad and keywords are tracked for performance. This feedback leads to split testing ads to create the best version that gets results.

Pay-Per-Click Budgeting & Tracking
Adwords Budget Estimating

The constant monitoring and analyzing of a Sponsored Search campaign's performance is required to achieve and maintain a high click-through rate of 3.00% or more, ad positions between 1-3rd place, and a measurable conversion rate. Each week your Google Ads Manager will submit a detailed report showing the text of each ad, the keyword phrases associated with the ad, weekly dollars spent and overall activity of the campaign.

Included with the analysis report may be additional ad copy, keyword terms and recommendations that can include budget changes. Also, tracked and included in the report are the number of ad impressions (how often each ad was presented in keyword searches), amount of click-throughs to your website and the conversion rate. The conversion rate is the count of End-Users that either completed a contact form on the site, requested services or purchased an ecommerce product.

Landing Page Design
PPC Landing Page Design

For some Google Ad campaigns, you may want to drive the click-through traffic to a newly designed landing page. This is a web page within your website that is not represented in your navigation links but developed with specific content and images similar to the campaign ad. This page may have a unique offer or pricing only presented to site visitors from your campaign. The landing page typically has limited navigation options and directs the End-User to make a conversion action.

When a landing page is requested, the Google Ads Manager will work alongside one of our graphic artists to design the page and content layout. The page design will maintain the same colors, font styles and elements of the other website pages. Once approved, the development team will add the page to your website and add the copy and images. This new page URL will be added to the ad(s) of the campaign and tracked for conversions.

Campaign Tracking & Reporting

Included in our campaign management is the preparation and submission of weekly reports detailing the performance of each ad group. Your Google Ads Manager monitors all aspects of your PPC (Pay-Per-Click) ad campaign and makes corrections to budget amounts, negative keyword searches and adjusts ads for a higher display position or better CTR (Click Through Rate). An effective Sponsored Search program can drive a significant amount of qualified search traffic to your site. This creates more direct emails and phone calls.

Google Ads Campaign Tracking and Reporting PPC
  • Campaign Name
  • Maximum Bids
  • Daily Budget
  • Weekly Cost
  • Click Throughs
  • Ad Position
  • Ad Impressions
  • Conversions
  • Click Through Rate
  • Click Per Call

Google Ads Campaign Management Proposal

Request a Sponsored Search, Pay-Per-Click campaign proposal and the marketing team will respond with a detailed program proposal.

CONTACT US

SEARCH MARKETING SOLUTIONS & WEBSITE DESIGN SERVICES

Contact the Search Marketing Resource team to discuss your online marketing needs or website development requirements. We will provide a detailed proposal or schedule a brief call to help define the project deliverables, timeline and budget.

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WEB DESIGN & SEARCH MARKETING SERVICES

Website Design Proposal

Our core competencies extend over the past decade in delivering online marketing services specific to our Client's needs and budget. Please contact us using the link above to set your appointment.

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Search Phrases Targeted

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