Professional Pay Per Click Campaign Optimization Package
The Professional PPC Optimization Package is a collection of the very best set of optimization practices at our disposal being used in synergy to create the most dramatic & long-term improvement on your Pay Per Click Performance we can. If additional services are required that are not in the Professional PPC Optimization Package we recommend you order a “New Campaign Setup” & custom build a solution with your BIGLocal PPC team.
Keyword Optimization
The most essential task for your keywords is to “scrub the list”. Scrubbing is PPC Marketing jargon for a series of steps that remove the under-performing keywords, match keywords to optimal ad copy & landing page, and clean up any other inefficiencies within the keyword database. This scrubbing practice will help lower your wasted ad spend, and raise your overall quality score.
Once we’re done scrubbing your keywords, we’ll shift our attention over to your match types. We’re going to ensure that the match types you’re using aren’t causing any wasted spend to occur, and we’re also going to look to the match types you don’t have, to see if there is additional opportunity for profit.
Along with optimizing the PPC campaign parts already withing your Adwords account, your PPC specialist(s) will conduct new Adwords keyword research in order to outline new keyword themes which your team will build into new campaigns. & install into your account. During the research process we will also be scraping for negative keyword opportunities, which will get added to each of your campaigns.
Ad Optimization:
Our in-house professional copywriter will setup a complex multi-variate split test on your ads which will require 30-40 unique ads for every ad group. These ads will be custom written by our in-house copywriter and installed by your PPC optimization team. We will also setup site-link extensions (which will bring your Click Through Rate WAY up), for every campaign.
Account Structure:
One of the very first things our team is going to do is re-organize all your campaign data so that it is fully in-line with Google Adwords’ Quality Score Best Practices. All of your ad groups will likely be tightened up so that there are fewer keywords per ad group, and more importantly; each of the keywords in every ad group are perfectly relevant to each other and the ad copy/landing page combinations they are matched to.
Our specialists will also segment your account by Geography, Day and/or Time so that we can shift more funds to the specific segments that are over-performing. This account/budget segmenting ensures you invest smarter in the traffic your PPC Campaign drives.
Bidding & Budgeting:
We use a mathematical equation to determine the optimal bid for each keyword based on Position (Reach) & ROI. Each of your keywords will get a bid optimization done to them.
Double bidding is a serious issue in the vast majority of PPC accounts. Double bidding is when an account has more than one potential keyword that matches a users search term. When this happens, your account submits 2 bids to the auction, which raises the overall price of the clicks, as well as takes away control from you, the advertiser. With the Deluxe PPC Optimization package, our team will correct all double bidding issues within your account.
Platforms & Networks:
We will optimize both the search and display network on both the Adwords or adCenter platform (you must choose only 1 of each). If you do not have campaigns running in both platforms, your BIGLocal PPC Optimization team will build a campaign database for the “missing platform” and install it on your behalf. By expanding into both networks you will get an instant & substantial bump in performance.
Testing:
With the Professional PPC Optimization package we setup, implement AND analyze a professional Multi-Variate Split Test on your PPC ad copy. By testing the creative we’ll gain the maximum amount of insight for your business, as well as consistently improve on the overall performance of the campaign.
Display/Content Network
As well as optimizing any placement campaigns that currently exist, you will also get new display/content network campaigns built & installed for you. In order to build successful display campaigns, your search marketing specialist will need to conduct research for both the keywords & placements (websites your PPC ad will be displayed).
