AdWords Campaign Development

Campaign Development Process

The campaign development process depends greatly on the specific needs of your business. The basic idea however, will always remain the same. No matter how large or small your business is, the fundamental steps for building your AdWords Account will always be the same.

Understanding Your Needs

As a first step, we will gather information about your business. We need to better understand not only your products and services, but also your key selling points and mission in general. While you are not required to share every bit of detail, the more data we have, the greater precision we can demonstrate.

Preparation and Planning

Based on what we’ve learned, we will take a careful look at your website, and if possible, the corresponding Google Analytics Account. The layout of your website should be fine-tuned to reflect the profile of your business, and this information will be just what we need to start planning the project. As a result of this phase, you will receive a fully fledged Campaign Plan and a corresponding Quotation.

Campaign Development

If you find the plan to suit your needs, this is where the actual campaign development process begins. The first thing you will receive is a list of ad text which we will ask you to review. Your feedback is extremely important to match the text to your clients’ expected tastes. Finally, once everything is set and ready for launch, we will send you the invoice for the project.

Payment and Launch

Once the invoice is paid, you will receive full access to the account. We will need you to review your in-account billing information and set your payment method. Detailed instructions will be provided. When everything is set, the campaign is ready for launch

Post-Launch Guarantee

No matter if you need continuous management or not, we will always keep a close eye on the account in the first couple of days. If something goes wrong, we will be there to fix it.

Campaign Management Process

The entire campaign management process depends greatly on your needs. In general, we will keep a close eye on the performance of your campaign and take immediate action if necessary. We will also make continuous adjustments to your keyword sets to make sure they match what people search for. We can also test your ad text and add new variations to continuously improve your performance.

Support Checkups

You never know when the market is going to change. You might have a new competitor joining, or existing advertisers might start pushing with higher budgets. Fluctuations in search volume can also have a considerable effect on your campaign performance. At the most basic level, we will keep a close eye on your campaigns, monitoring them for any irregularities. If necessary, we will step in to nudge your account in the right direction, or contact you directly if necessary.

Keyword Management

At the very heart of the campaign management process is keyword optimization. We rely heavily on user search queries – the exact phrases which your visitors type into Google’s search bar. Using software specifically designed for this purpose we locate both relevant and irrelevant phrases in this data. Irrelevant phrases are then added negative keywords, while highly relevant phrases are used to expand your existing keyword set.

Ad Text Management

Testing and optimizing your ad text by making small modifications can also be of key importance. We will always have multiple ad entries for each of your ad groups, and have them run against one another. Over time we will discard the less successful ones and try new variations of ad text. Sometimes even the slightest of changes can trigger measurable results.

Change Reports

As you can see, we perform manual, handicraft campaign management. We see automation as a means of improving work efficiency: having programs and applications work for us, but not instead of us. There must be a proof of the exact amount of work done on your account, however. Each month we will provide you with a log of all changes concerning your keyword and ad sets. These logs provide excellent insight into our work and also allow you to spot new opportunities by understanding what your customers actually search for.

Project Workflow

Our overall project workflow focuses heavily on communication. Ever since your first contact, you will be in touch with an OurAdWords account manager. This person will be directly responsible for the overall performance of your account and will make sure that none of your questions go unanswered. The overall flow of the project may vary a little depending on your exact needs. We can provide you with a rough outline however, which is the following:

Contact And Preparation

We will respond to your contact request by checking your website and asking several questions about your exact goals. If applicable, we will also ask for access to your Google Analytics account to learn more about your website. Remember that if you do not have Google Analytics set up, we can also help you with that. Once we have all the information we need, you will get a precise Account Plan and a Quotation. You can ask for modifications to the quotation – our goal is to suit your needs as much as possible.

Campaign Development

With the project details agreed upon, actual work begins on building your campaigns. The length of this phase can also vary greatly, but for most common cases, you can expect about 2 or 3 weeks until delivery. Once the account is set up and the campaigns are ready for launch, you will be billed for the development phase. Once the bill is settled, you will receive full access to the campaigns which will be uploaded, ready for launch.

Campaign Management

Campaign management is an entirely separate part of the project workflow. Depending on your needs, campaign management will include support, keyword optimization and ad testing. Ona monthly basis, you will receive a detailed report of changes made to your account. This also includes a brief summary of your overall campaign performance and possible optimization opportunities for you to consider.

Billing

You will receive one bill for campaign development, and monthly bills for campaign management. If your campaigns were not running for a full month, the sum of the bill will be divided to match the number of active days, but you will always be billed for at least 50% of the month. A day is considered active if it produced at least a single impression in your account.