The PPC Process

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

• Analytics
• Budget
• Business Goals
• Campaign Login Credentials
• Audience
• Geographic Location

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

Design a PPC strategy and project vision that clearly outlines deliverables and business goals

Paid Search Strategy

Create Paid Search, Display ad content, create landing page mock-ups and managing a recommended budget

Measurement Planning

Create short-term and long-term goals to monitor campaign effectiveness

Landing Page Creation & Campaign Setup

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

Landing Page Mock-Up (optional)

Mock-Up designs for converting landing pages with obvious calls to action for new campaigns

Campaign Setup

Create or edit existing an campaign based on the strategy research

Landing Page Implementation

Create or Edit Landing Pages for the newer campaigns and confirm conversion tracking is implemented.

Optimize

Track and edit campaigns based on the performance of your keywords, landing pages, and ad copy

Short-Term Adjustments

Change bid amounts, ad content, and landing call to action pages based on performance signals.

Campaign Adjustments

Adjust the campaign according to trends that are conceptualized over time.

Analysis & Reporting

Regular reporting that analyzes performance, goal tracking to adjust campaign plans based on result data

Monthly Reports

Defining current goals, metrics, completed tasks, and wireframe the following month

Quarterly Review

Overview of campaign and adjusting to the project plan based on the results

Having the Right Keywords

Like natural search engine optimization, in PPC Marketing the advertiser must select and research certain keywords. Proper keyword selection is instrumental in a successful PPC campaign, and advertisers should choose a set that accurately describes the business. Try not to use highly competitive keywords. Instead, select those with low competition but a higher search volume for the lowest cost.

Focus on Clicks

When a business runs a PPC Advertising campaign, it should focus on the click through rate rather than the number of times the ad appears. PPC campaign costs are based on the frequency with which ads are clicked, and that is why it is important to ensure that ads have targeted, relevant keywords. Experts report that 62% of searchers click on first-page results, and it is vital for business owners to keep their ads on the first page with strong bids.

Monitor the Competition

If a business' Pay per Click Advertising is constantly outperformed, there's likely a legitimate reason why. The easiest way to get ahead of the competition is to use software that observes other companies' keyword usage. Such software is not only ethical and legal, it's part of a solid PPC strategy. Business owners should start by studying competitors' ad copy and focusing on the best-performing ads.

Online marketing is a crowded field, and it becomes more competitive every day. However, with the right search advertising strategy, a business owner can corner an untapped portion of the market. With a solid pay per click campaign, a site owner can increase traffic and improve the bottom line.