Clicks2Customers | the Paid Search Marketing Experts

Step 1: Audit the site

Audit the site to be marketed for the following criteria:

1. Assuming there is a website, is it Search Engine friendly?
   i. If yes, move on;
   ii.If not, a re-build is necessary.
2. Can you link to specific pages within the site?
   i.If yes, move on;
   ii.If not, see 1. ii.
3. Can the Search Engines index its content, i.e. not a Flash only site?
   i.If yes, move on;
   ii.If no, see 1. ii.

Once the above issues have been resolved, we can move on to Step 2.

Step 2: Consider Business Case

1. Research and define the benchmarks for the campaign.
2. Determine the typical cost of sale in this sector.
3. Find out what the volume of traffic is for this industry.
4. Discuss and settle on a business model with the client.
5. Identify client requirements and distill the targets, timelines and metrics for the campaign.

Step 3: Prepare the PPC Campaign

1. Set up the Google Adwords Account
2. Do the necessary Keyword Research
3. Create the Adgroups and write the Adcopy (these usually form one process/entity, based on the keywords)
4. Implement Tracking Codes
5. Launch the Campaign!
   

Step 4: Optimize & Enhance

1. Analysis of:
   • Ad Rank (positions based on Quality and the adwords Auction process)
   • Keyword Pricing
   • Profit & Loss Status
2. Expansion of:
   • Profitable Keywords
   • Addition of new Categories
   • Take Seasonality into consideration
   • Review the Adcopy
   • Consider Content Targeting
3. Review Campaign Metrics and compare to Targets
   • If Targets are reached, go to Step 5
   • If not, repeat Step 4

Step 5: The Process Loop

1. Investigate your competitors' level of optimization;
2. Re-evaluate your site and campaign for improvements,
3. Then we do it all again!