We were recently working on a proposal to help a client with Google Adwords, and we thought we would put together a short post about it for two reasons. One is we have recently seen some strange pricing for this service and some practices that we think might not be the most beneficial to the client. Two is many of you might not realize that we can help with Google Adwords! Regardless of whether you manage Google Adwords yourself, hire us, or hire someone else to do it, here is a little bit about how we approach helping clients with this service!

Below are the 5 steps we take when helping with Google Adwords:

• KEYWORD OPPORTUNITY ANALYSIS

• STRATEGY AND AUDIENCE OPTIMIZATION

• CUSTOM COPY CREATION

• BUDGET MANAGEMENT

• PERFORMANCE REPORT

KEYWORD OPPORTUNITY ANALYSIS

The first step in Google Adwords management is to establish a keyword list. The goal of this list is to increase the likeliness of quality clicks and reduce the cost of ad charges within your campaign. When we refer to quality clicks, we mean that the keywords must be relevant to your business and target audience. Your service or product should reflect the keyword or phrase they clicked on when they contact you. The click-through rate is irrelevant if when the potential customer reaches you, your business is not what they expected, and there is no sale or mutual exchange.

We perform the keyword analysis by reviewing your website, your ad account, and your Google analytics performance.

STRATEGY AND AUDIENCE OPTIMIZATION

This next step is the implementation of our keyword analysis. The goal of all paid ad campaigns should be to increase conversions measured by your target customer contacting your organization. We will design your ad set to minimize views and clicks that do not fit your customer profile.

For example, let’s say your organization provides services within a 30-mile radius of your location. Through the optimization of your ad set, we will reduce clicks and views outside of this radius to increase quality conversions (i.e. sales) and reduce costs that do not convert into a service rendered. If your business is local to Columbus, OH, we don’t want you to pay for calls from Columbus, GA.

CUSTOM COPY CREATION

Once we have established your keywords and target audience, we will write enticing ad copy that will encourage those who see your ad to click on it!

GOOGLE ADWORDS BUDGET MANAGEMENT

We do not require a minimum ad budget. Our goal is to set your ad costs to the optimal point where you gain consistent conversions but do not expend more than is needed to increase your sales. While we are establishing your full ad set, we advise you of the potential ad reach and the recommended monthly budget. If you would like to set a maximum spending limit upfront, we can work within that amount. We will review and refine your ads to develop the best performance within your allotted budget.

PERFORMANCE REPORT

After we establish quality performance, we typically continue to manage the account, provide a performance report, and look for additional opportunities. Developing an internal tracking system to confirm the origin of sales beyond the metrics from Google Ads and Analytics is usually beneficial to companies. We are always happy to offer suggestions on how to do that!