How happy are you with the ROI on your PPC account? Do you even know what it is… or are you just chasing lower CPAs?
We create PPC campaigns that are based on your financial goals, and are designed to achieve your business’s revenue targets.
Working closely with you or your marketing team, we’ll implement a smart PPC strategy that integrates with all your other marketing channels, and our ongoing management and optimisation ensures it’s always agile; for instance, when organic is performing particularly well for a certain keyword, we can scale down PPC in that area and reallocate the budget and time to other campaigns.
CleverClicks is a Premium Google-Certified partner and our in-house team of experts manage the whole PPC process from end-to-end, including account setup, ad copy, ongoing optimisation and reporting.
We also integrate your PPC campaigns with call tracking solutions - to track and optimise for all your enquiries - and have in-house UX and landing page specialists to build and optimise landing pages that compliment your PPC campaigns and deliver the best conversion rate possible.
Our Google Ads Management Process
Setting up a high performance search engine marketing (SEM) campaign with Google Ads requires some important steps:
The Initial set-up
1) Understanding your business
The more we understand your business & your financial goals and targets, the better we can make your PPC strategy.
First, we will send you a detailed business assessment to complete, in which you’ll cover why your business is so damn good (i.e your USP), information about current advertising, your revenue targets, your current online and offline marketing strategy, and details about the customers you’re looking to target.
We discuss all these points with you, and then we start planning the structure of your account. To audit your existing data (if any), we will also ask for access to your Google Analytics account and any existing PPC campaigns you are currently running.
2) Setting up your new Ads account
This, my friend, is the busy period. It’s during this time that we summon our superior, ninja-esque PPC skills to optimise your account. This includes doing keyword research, creating ad groups, developing sitelinks, writing slick ad copy and planning conversion-optimised landing pages. We then send it to you for comment.
You review, we amend, you approve.
3) Going Live
Once we have received written confirmation that you’re happy with the account setup, the account goes live. This is when the magic happens – in no time you’ll begin to see targeted traffic coming your way…
Typically, we allow for two weeks from the sign-off of the proposal to the date that your PPC ad campaign goes live.
Monthly Management & Ongoing Optimisation:
Many newcomers to PPC management are under the impression that once you’ve set up your Ads account, most of the work is done. Unfortunately, PPC these days is ultra competitive, and there is continual work to be done - if you want to be profitable.
Not only is Google always updating their Google Ads console with the latest advancements – your competitors are constantly changing their PPC strategies too. Every day, more and more businesses are discovering the benefits of paid search, so every day we constantly adjust, tweak and optimise your campaign for maximum performance.
To keep achieving your revenue targets, we will be doing the following activities on an ongoing basis:
a) Bid price management
Every keyword has a different cost per click (CPC) and conversion rate, and therefore, varying return on investment (ROI). Each time someone performs a search on Google, there is a competitor bidding for that keyword, with different data points for each auction. Take into consideration an account that may have thousands of keywords, and you can start to appreciate the complexity. That’s one of the many reasons why most companies fail at managing PPC in-house.
To say ahead of the game, we will be changing your bid prices for each keyword, often on a daily basis, to get the best results. Fortunately, we’re data junkies and we get off on this stuff. It’s not a chore for us!
b) Split testing of ad copy
Your ad copy is critical to your success. Relaying the perfect digital message to the right prospect at the right time and right location is our goal.
Crafting ads that connect with your target audience is an acquired skill. However, the absolute perfect ad is never known in advance of releasing it into the wild, so we write, tweak and test ad copy (A/B testing) on a constant basis to achieve unbeatable ROI.
c) Improving account structure
As we accumulate more data, we continue to implement structural changes to your account to improve results. This may include adding new ad groups, new keywords, new campaigns, or disabling parts of your account that prove unprofitable.
Your PPC account structure will change and adapt over time so we can ensure you are executing the most effective ppc campaign.
d) Mining your data and negative keywords
We will mine your actual customer search query data and Google Analytics data for further insights into what your prospects are looking for. This will mean adding “negative keywords” to your account to prevent your ads showing for less relevant traffic.
e) Reporting
We are true believers in transparency and we want you to see what we’re up to. We will link your Google Ads account to your Google Analytics account, which means that you will have access to all PPC data 24/7. At a minimum, we will send detailed reports with your rankings, results and our commentary at month end. However, we are very flexible, and can send you data as frequently as you like.
We are also just a phone call away should you ever have an important query.
Our Google Ads Campaign Features
Detailed Account Structure
Many of our clients are a little shocked by the number of ad groups and campaigns we create in the set-up process. Fear not, this is one of the many keys to our success.
While magnitude itself is not important, the more accurately we match the prospect’s intent behind their search term (e.g. the location they’re enquiring about, the device they’re searching from) to the ad copy, the better your ROI. And this generally means many, many ad groups and campaigns.
Mobile Devices
Smartphones and tablet usage in Australia is bananas. There are now more mobile phones than people in Australia.
Because the cost per click, conversion rate and ROI are different on mobile devices, it truly does pay to have a mobile focused approach for your business. You really need to know what the user experience is like on your site, and how well it converts, not just for PPC traffic, but traffic from all sources.
Retargeting (aka “Online Stalking")
First things first: what is “Retargeting”?
When a user visits your website (this can be from any source, not just Google Ads) we “tag” them by placing a cookie on their computer.
This means that when the user visits other websites (say, smh.com.au), we show them your ads to remind them of your business – it’s like a direct pipeline into their brain. It can sound quite sinister really, but it’s incredibly effective. Provided it’s executed in the right way!
What are the benefits of “Retargeting”?
Up to 98% of visitors do not convert on the first visit. This is why we use retargeting as an effective strategy to remind those 98% that your business rocks while they continue surfing the net.
They say you never have a second chance at a first impression – until you use retargeting. Ok, that doesn’t quite make sense, but you know what we mean. If you don’t use retargeting, that visitor is most likely gone forever. And your click cost is wasted.
We will have total control over what sort of targeted ad copy we’d like to show them. Smart retargeting campaign is an essential key to Google Ads success.
Sitelinks (aka “Pimping Your Ads”)
You may have already seen some of the different ad extensions in Google. These are a fantastic way to provide your prospects with additional info while helping your ad stand out from the crowd, increasing click-through rates (CTR) and lowering costs.
1.) Sitelinks – adding strong hyperlinks to your ad that direct users to the most important pages on your website; e.g. services, shipping, client testimonials
2.) Location extensions – adding address details to your ad that link through to Google Maps
3.) Call extensions – adding a phone number to the ad. On smart phones the searcher can press the link and initiate a direct call without even visiting your website.
Call Tracking
Most businesses will receive phone calls resulting from vistiors to their website. For many businesses, however, being able to trace that call back to a specific marketing campaign, like Pay Per Click (PPC) advertising, can be challenging.
You may be wondering what the benefit of call tracking really is... Certain keywords will drive web form completions, and we will bid up on those CPCs to get more forms. Well, certain keywords will drive phone calls, and those keywords are very often different from the keywords that drive forms. Seriously. We have the data to prove it. Call tracking is a massive advantage. We can now bid more for those phone call keywords instead of bidding down because they ‘weren't performing’!
Without too much fuss, we can assist you in setting up call tracking with the help of one of our telco partners. There may be a setup fee with the telco you choose, and there will be similar call costs that you’d probably be paying already on 1300 or 1800 numbers.
We are so passionate about the benefits of accurate measurement, we “strongly encourage” call tracking with our clients if you’re getting a reasonable level of leads via phone. And it’s worth mentioning, we do not make one cent in fees or kickbacks from this service.
Give us a shout to set your Google Ads plan into action. You can reach us on (02) 8776 3717 or if you’re the silent type, make an online enquiry. We would love to hear from you.
Psst…we also offer awesome Adwords training workshops. Learn more about our Google Ads training services here. We offer Google Ads workshops in Sydney, Melbourne, Brisbane, Adelaide, Perth and Canberra or via our online webinar.