I. PPC Small Business Management
a. Industry and Competition Analysis
b. Keyword Implementation and Expansion
c. Ad Copy Writing and Split Testing
d. Landing Page Analysis
e. Conversion Tracking and Monthly Reporting
II. Industry and Competition Analysis
a. This will be done to retrieve an overall understanding of the industry and its competitors.
b. Search of competitor’s keywords and marketing strategies. Use of competitors
names as keywords.
III. Keyword Implementation and Expansion (Continuous)
a. Campaign manager will build a key word spreadsheet from a base of topics (Ad Groups) of the item/services being sold.
b. These keywords are put into Broad, Phrase and Exact format for Google Implementation.
c. Keyword spreadsheet with suggested bid prices for each Ad Group will be sent to the client for review with the campaign manager before implementation.
IV. Ad Copy Writing and Split Testing (Continuous)
a. Ad Copy is custom written to coincide with correct ad group.
b. Two forms of the ad copy are entered with a slight change to the second ad copy. As the campaigns run we will be able to determine which ad copy performs better. The under performing ad copy will be deleted and it will be written a new ad copy to outperform the past winner.
V. Landing Page Analysis
a. Having a site visitor forwarded to the correct landing page that he or she searched for is vital for a successful conversion.
VI. Conversion Tracking and Monthly Reporting
a. Conversion code will be implemented by us by request from Campaign Manager to the page following a Sale, Sign Up or Lead.
b. The conversion tracking will be the main source of determining which keywords are performing well. This leads into the day to day operation of bid changing and implementing the correct changes to maximize the ROI.
c. A monthly report is completed and sent out to the client detailing all of the campaigns statistics such as amount spent, amount of clicks, converting keywords. Click through Rate, cost per conversion.
We will need further proof from the bidders that they are either Google Qualified Adwords Individuals/Companies and where available case studies from previous work.