I’ll discuss your client’s project, target audience, top competitors and campaign goals. I will then roll out a customized strategy unique to their business alone. After we all are feeling warm and fuzzy inside about the prospect of working together, we will accept payment and get to work either building out a new campaign or optimizing existing campaigns.
This is how I find out which keywords are winners and which are losers for your client. I can’t optimize a campaign and grow their ROI without this data! I’ll install the conversion code on your client’s website(s) and start raking in the information we need to build a successful campaign. I can also show your in-house team how to do this as well.
There’s not much point in doing anything else if your client’s Google Analytics isn’t set up properly. I’ll get it in order, wrap it up neat and tidy with a big bow and let you present it to your client.
This is one of the most exciting aspects of Google AdWords! Being able to deliver a campaign based on states, cities, counties, zip codes and more, means we can really zone in on your client’s target audience whether local, national, or international.
This isn’t just about keywords we want to go after, but also those we want to “negative out” so Google never shows your client’s ads for them. This comes in handy when terms are closely related but not specific to those we want to target. Think about health insurance, for example. We would want to weed out searches for “life insurance”, “medicare” and so on. This allows us to mitigate some of the overlap that can make search results messy.
Some of my clients have in-house designers on the payroll that I consult with (at no additional charge) in regards to the design aspects of what I need for creating landing pages. Others have me build the landing pages from scratch. My landing page software of choice is Instapage, which allows us to create multiple versions of your landing page and then Instapage’s proprietary algorithm automatically A/B tests the different versions against each other. This means I can direct traffic to the highest converting page at all times.
When your client wants to know how many leads are coming from their campaign, I can deliver those figures by optimizing the campaign/landing page to drive phone calls and then track the calls through their Google AdWords campaigns. This shows how well a call-only ad is performing and how effectively ads with call or location extensions lead to phone calls. Conversion tracking is a great way to take advantage of multiple automation that helps target a campaign to achieve specific marketing goals.
The best marketing strategy is only as good as its copy! That’s why I make sure your client’s ads are well-written and implement SEO techniques that lead to higher-quality scores and incredible click-through rates. I know what works and what doesn’t, I put that knowledge to good use when I’m caring for the copywriting aspect of your client’s campaigns.