Learn about your business, products and services.
It is too easy to sit behind a screen, look at data and make decisions. But without knowledge of our clients business or the target market it is all to easy to bid on the wrong set of keywords. This is why we take the time to learn and discuss strategies with our clients.
Identify the opportunity through keyword research.
With knowledge of the product or service, we conduct keyword research to pull in data such as search volume, monthly variance and the likely bid. Data is key – but the interpretation of data is where the skill lies.
Forecast and budget.
Before any campaigns are implemented, we work out an allowable return on advertising spend (ROAS) or cost per acquisition (CPA) so that we can ensure that any paid search campaign has a KPI to work against, helping us to maximise ROI.
The setting up of all ad types, bid levels, ad extensions, integrating merchant feeds, copywriting ads, designing display or remarketing. There is usually a lot of set-up work to get campaigns off the ground.
Test and optimise.
Once live, the job is far from done. Paid search optimisation is the most important part of the job. Knowing what to do with the data and why to maximise the return is where the real specialism lies.
Once the campaign is performing at an acceptable return-on-ad spend, we look to scale it to maximise revenue and conversions. Scaling to spend more and reach a wider audience sounds simple, but it isn’t easy. There are more moving parts and campaigns behave differently on increased spend, so it’s crucial to maintain a healthy ROI as you scale up.