Introduction We employ a wide range of tools and skills to develop a comprehensive strategy to meet your digital acquisition goals.

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2 Introduction We employ a wide range of tools and skills to develop a comprehensive strategy to meet your digital acquisition goals. This document outlines what Google AdWords is, & how ProCloud Marketing can help you make the best of their advertising budget. What is Google AdWords Google AdWords is an online advertising service developed by Google, where advertisers pay to display brief advertising copy, product listings, and video content within the Google ad network to web users. Google AdWords is also referred to as Pay-per-click (PPC) advertising model, it can be a vital tool for businesses to maximise their potential customer base. If you think about your own internet usage, imagine how often you find yourself in front of search results on Google.

3 How ProCloud Marketing Sets up Google AdWords Google AdWords advertising is straightforward & follows a basic structure & process. Getting Started Let s assume that your business wants to sell more products in Brisbane. ProCloud Marketing will: 1. Create a Campaigns Campaigns are often used to organise categories of products or services offered. Campaigns will usually be titled something similar to "Excavator Hire Brisbane". 2. Create Ad Groups & Ads An ad group contains one or more ads which target a shared set of keywords. You set a bid, or price, to be used when an ad group's keywords trigger an ad to appear. This is called a cost-per-click (CPC) bid. You can also set prices for individual keywords within thte ad group. Within these Ad Groups, Google Ad are created & managed. There are several Ad Formats: Text Ads by far the most common format seen on Google Search pages Call Ads These are a type of Text Ad that only appears on Mobile devices Display Ads These are a combination of images & text that appear of Google Search Network sites Choosing Keywords ProCloud Marketing will research & select the best keywords to trigger that an ad whenever someone searches for your product in the Brisbane area. 3. How Google PPC Campaigns Charge Advertisers For example, let's say the search term costs $6.76 per click, so, whenever someone clicks on the ad a charge to you of $6.76 is made. Every click is charged for, the cost of a click varies over time; depending on the level of competition for that word at the time. 4. Budgets & Schedules The client is required to set a monthly budget, this is divided equally by the number of days per week that the Ads run for. The ads stop running when: The allocated daily budget has been depleted The Ads is scheduled not to run at certain times 5. Landing Pages Good quality ads are no longer enough, landing pages are now the industry best practice for a Google Ads.

4 6. Ongoing Campaign Management We continually analyse your business and monitor your industry, keeping an eye out for the perfect keywords and organise them in to the campaigns and ad groups, then set up PPC landing pages that optimise conversions. The main benefit of a well-researched PPC campaign is that, believe it or not, the more relevant and intelligent you make it, the less search engines like Google will charge for your ad clicks and the more results you will see. If users like your ads, you ve won big time. This is why we believe our PPC creation is not only valuable, but essential. One of the keys, if you will, to keywords is maintaining a steady flow of search terms and adapting to patterns. Here s an example of how we will manage your PPC campaign: Staying current: Why pay for something that doesn t work for your company? We know the answer, and this is why we constantly evaluate the effectiveness of your keywords to maximize results. Covering all the bases: Not all keywords are created equal, so in some cases the most popular terms and words will only get you so far. We will develop longer keyword terms to keep you competitive. Ongoing process: Once you start a PPC campaign, it should be ever-evolving and adapting to changes in the search environment. We will make sure to stay on top of search result patterns. Clearing clutter: If something isn t working, it goes in the trash bin and we analyse why the keywords did not work out, giving you an idea of what is and is not effective. Objectives Primary Generate leads via online forms & phone calls Secondary Reaching and connecting with the targeted demographic audiences to generate brand awareness. Destination(s) Landing pages will be created for the AdWords Campaigns using the client s domain name. Recommended Search Engine(s) This phase of the search program will only deal with Google s Paid Keywords across Google.com, Google Content Network, and Google s syndicated network which includes: AOL, Ask, HotBot, Iwon, Lycos, and Netscape) Yahoo and their search distribution network: (AltaVista, and AllTheWeb) MSN

5 Timing & Budgets Timings Brief and pre-planning: 1 day Approval, copy development: 2 days Development & Testing: 1 day

6 Keyword Strategy ProCloud will determined which keywords will pull in qualified traffic. Competitor research to ascertain the current levels of market activity & AdWords spend Bidding on Similar brand terms to capture the genre audience. Perform a thorough keyword analysis to identify underpriced keywords and keyword combinations. Utilise various keyword matching options; broad match modifier, exact, phrase, and negative. Creative Strategy Tone of ad creative customised with keywords to appeal to the targeted audience demographic. Combination of Broad terms/ Specific creative, and Exact terms/ Specific creative. Deliver ads to a broad audience, and appeal to specific demographic. Regular Ad copy optimisation. Copy Two sets of copies for each of the keyword buckets will be utilised initially for these campaigns. Test multiple versions of the. Optimise ads on a regular basis. Targeting the client is required to supply this information during the Brief and pre-planning phase of the AdWords Camapign Demographics the client is required to supply this information during the Brief and pre-planning phase of the AdWords Camapign Bid Optimisation As the campaign matures ProCloud Marketing will tracking & optimise keywords performance, we will execute a high level of campaign efficiency in relation to campaign objectives.

7 Success Metrics 1. Consistently rank 3 Ads in positions 1 4 at the top of the Google Search Pages within 3 months 2. Efficient volume of qualified visitors to Landing Pages