PPC Campaign Management

BIGLocal Essentials™ Pay Per Click Management Program

There are a few PPC management tasks that absolutely cannot be ignored, as doing so would quickly cause your campaign to start wasting money & drain your ad-spend .

To ensure you are meeting these minimum standards each month, we’ve built our essentials PPC management package, which is outlined below.

 

Monthly Workshop:

At the beginning of each month your search marketing specialist will schedule a telephone/skype/IM conference with you (or a representative of your company).  During this workshop you and your specialist will go over the past months performance, and you can ask any questions you have regarding virtually anything in your account.

Along with the review, your specialist will also walk you through a goal-setting workshop for the upcoming month which we will use to outline the upcoming months optimization plan with you.

The goal of this meeting is to get you up to speed on your PPC account & ensure our team is completely on point with your goals and priorities.

Daily Management:

Pay Per Click marketing is a daily grind.  Along with disapprovals, bid changes & the influx of new advertisers coming and going into each auction, there are also some critical external factors that can come and go in an instant & leave your campaign in shambles.  Perhaps CNN breaks a negative story about your product/service line that drives 40,000 irrelevant searches in a single afternoon.  That single event could take all your 10/10 quality scores & drive them down to 6’s overnight.

There are literally hundreds of situations like the above example that could take place during any given day which will absolutely devastate your campaign performance.

By having a reliable daily management process, you protect yourself from the daily dangers that come up.

BIGLocal follows every daily best practice available.  Here’s a breakdown of the daily steps our team will take on your behalf;

• Daily Management Tasks
  • Daily Keyword Status Checks
  • Daily Ad Copy Status Checks
  • Daily Ad Group Status Checks
  • Daily Campaign Status Checks
  • Daily Position Optimization (All Keyword/Ad Combination’s)
  • Daily Performance Analysis (Compare Day Over Day, Week over Week & Month Over Month)

  During these daily analysis’, your specialist isn’t just looking over the data; if they find any opportunities for optimization, or if disapproval’s occur our team will quickly take action to ensure your account continues to run smoothly*.  The average BIGLocal client has approximately 1000 optimization changes made to their account through our daily analysis/optimization process.

Weekly PPC Analysis & Optimization

Each week your Search Marketing Specialist will download a series of reports and analyze your data to uncover the keywords & placements with optimization opportunities.

Your Pay Per Click team will analyze the following reports each week (each report is generated multiple times; each using unique day/time segmenting so that we can uncover trends in your market):

Bi-weekly PPC Analysis & Optimization

Because PPC ads need a chance to accrue enough impressions to make the data statistically relevant, we allow your ads to run for 14 days before we analyze the data.  In many cases the ads have to be allowed to continue to run in order to generate enough views.  As soon as an ad/ad groups has received enough impressions our specialists will take action & optimize the particular ad/ad-group.

Your team will take the following optimization actions based on your reports data:

Monthly PPC Analysis & Optimization

Once a month, your PPC management team reviews a set of reports that help us uncover any trends going on within the marketplace that we may be able to capitalize on.  The trends that we’re looking to uncover are things like times of the day where bid costs spike up to un-profitable levels (or vice versa… times of day where you get 30% discounts on click costs) & cities/states/countries that may offer the same sort of ROI swings.

Your certified Search Marketing Specialist will analyze the following reports to uncover trends on your behalf:

*Tasks Are Add-On Services unless you have Reactive Management Insurance

BIGLocal PPC Reach Expansion

For the advertisers who are looking for substantial growth each month, we’ve built our “PPC Campaign Expansion” program.

Under this program, your PPC management team will execute our extensive Heads & Tails™ Keyword Research System & add new negative keywords as well as build new campaigns in your account based around the positive keyword opportunities uncovered.

For those advertisers utilizing the display network (aka content network), we also perform monthly research on new placement opportunities, which we build new custom ad groups for.

A good search marketing campaign is always iterating on the parts that are working & the PPC campaign expansion program has been built to do that very thing.

BIGLocal PPC Testing

The vast majority of savvy online marketers know the value in testing, and make it a regular part of their daily functions (“Always Be Testing” is the motto of the elite PPC Advertiser).  Pay Per Click is the perfect advertising medium to test in because the data is so rich (and accurate), and in most verticals; very cheap to execute.

One of the most exciting parts of PPC marketing is that you can never be satisfied with the current results.  That means that even if you’re getting $22 back for every $1 invested, we can still continue to test & increase that ROI.

BIGLocal.ca offers a PPC testing program that ensures we’re always testing your PPC ad copy & on-site conversion factors (landing page, offer, buttons, URL, etc.).

Each month we will setup 1 test on the ad copy & 1 test on the website.  Your Search Marketing Specialist will determine the highest priority areas to test (the lowest hanging fruit), and work with you to make sure we’re gaining insights into your market that you can utilize across your entire marketing plan (not just PPC).

For example, let’s say you own a restaurant.  During the time you’ve been in business, you may have built up a set of “truths” that you’ve based on personal experience.  What if we could take the data from your PPC campaign and give you answers to questions like;

“What time of day are people most likely to look for a restaurant in my area?”

“What sort of menu items are people looking for?”

“How many people are searching for delivery… Is it profitable to add delivery to my service?”

“What are the busiest days of the week for breakfast, lunch & dinner?”

“Which promotion generates the most interest?”

“What copy should I print on my next set of signage?”

Probably more impressive than the insights themselves is the fact that all of this business-critical information is available to you (if you know how to setup/analyze the PPC campaign data) for FREE.   There’s very few limits into the insight we can gather for you & your business.  By setting up the right tests & executing them in such a way that ensures statistical relevance, we can get you the definitive answer to virtually any question/hypothesis you can think of.

At the conclusion of each test, your Search Marketing Specialist will analyze the data; write a summary of the results for you & outline optimization changes that can be made based on the data.  Your PPC team will then begin executing on the optimization plan.

BIGLocal Reactive Management™ Insurance

It is a fact; at some point (or more likely many points) your PPC campaign is going to experience challenges that are completely unplanned.

Most commonly, advertisers receive disapprovals by Google Adwords/Microsoft adCenter for their landing pages, ad copy, keywords or display URL’s.

Disapprovals aren’t the only example of an “unplanned emergency” within your PPC account.  There are countless situations that commonly arise for advertisers, such as;

• Drastic drop in impression share and/or quality score
• Keywords not being activating into the system
• Drastic increase in Spend/CPC/CPA
• Drastic drop in Position
• Drastic drop in conversions
• Suspicion of click fraud

Our services in overturning these issues are considered “add-on services”.  One Landing Page disapproval could costs hundreds of dollars in additional service fees.  If you add the Reactive Management Insurance to your plan, then you will be 100% protected for an unlimited number of issues.

Add-On Insurance Is Now 40% Off; Pay only $34/mth For A Limited Time!

BIGLocal PPC Management Starter Plan™

The starter plan is for advertisers with a low budget who want the absolute essentials done & are satisfied with limited email support.

Our starter plan includes everything included in the Essentials Plan, but with a few stripped down features.

First, we only offer limited email support to our Starter Plan clients.  This means you can get support on technical issues via our email support system, but our Telephone/IM support options remain unavailable.  The monthly telephone workshop has also been removed for the starter plan.  Instead you will receive a monthly summary report written by your Search Marketing Specialist outlining the performance as well as steps for the upcoming month.

One last restriction to note about the starter plan is that it doesn’t offer any of our management add-on’s/upgrades (with the exception of Reactive Management Insurance).