Thanks to the Internet all businesses – regardless of their size – can complete on the global market today. In fact, your business and its products can be in front of millions of people in literally, minutes using one of the most powerful advertising vehicles on the planet – Google Ads.

But as the saying goes, “buyer beware,”  because Ads advertising may seem easy – it takes $5.00 and very little know-how to open up an Ads account – but it’s one of the quickest ways to the poor house, for beginners. Rather, using the medium successfully – and that means achieving a positive return on your investment, require considerable expertise and know-how. And this is where we come in.

All of these factors work together to increase – or decrease – the odds that a company’s PPC campaign will generate a positive return on their investment (ROI). However, as is the case with all forms of advertising, there are other external and internal factors that may have a negative effect on PPC campaign results or ROI. Here are several:

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• Exorbitant cost-per-click prices due to increases in competition.
• Once registered, you can set up one or many Ads campaigns – each with one or more ad groups and ads.Lower-than-average standard industry conversion (defined as opt-ins, direct online sales, or leads) rates.
• Company’s product and/or service offerings are not what visitors expected, or wanted.
• Advertisers’ websites and/or follow-up sales processes are not “conversion-ready”.

In other words, there are many variables to consider before setting up and maintaining a PPC campaign, and many options to weigh after making that decision. In spite of the low-cost to entry ($5.00) and the relative ease of creating an ad campaign, it is a highly technical and complex form of advertising and one that requires a great deal of objective research, considerable skill and know-how, constant testing and monitoring, and a keen ability to analyze results and make changes accordingly. Unfortunately, the vast majority of Ads advertisers unnecessarily achieve less-than-anticipated results and a negative return on their investments.

So, what happens? They give up and say, “I tried Ads and it doesn’t work.” This couldn’t be further from the truth! When Ads campaigns are set up properly and maintained by seasoned professionals they are among the most affordable and profitable advertising vehicles on the planet! Even better, “well-oiled” PPC campaigns are “gifts that keep on giving” – that is, with just a little bit of ongoing tweaking, they can be sources of profitable traffic for years and years. However, as with all worthwhile endeavors, a considerable amount of groundwork must be accomplished first. Our goal is to develop and maintain a streamlined, profitable, and sustainable Google Ads PPC Campaign(s) for Your Company.More specifically, we will develop one that:

• Consistently delivers a positive return on the your investment.
• Incrementally increases qualified traffic to your website.
• Uses your resources to achieve the best possible outcome – i.e. get the most for the least.
• Improves your chances for converting strangers into website visitors, and website visitors into qualified leads and or sales.

Very simply, in order to set up your PPC campaign we will:

• • Conduct comprehensive keyword (and other) research.
  • Finalize initial ad groups & keywords (using broad, phrased and exact matching as appropriate).
  • Add negative keywords to filter out unwanted traffic.
  • Set campaign parameters.
  • Develop ad copy and headlines.
  • Activate campaign and enter testing phase.
  • Track (begins day 1) and refine.

Following, however, is a detailed proposal on the initiatives we will perform in order to set up and maintain your Google Ads campaign(s). ** (Although we can also set up campaigns on other search engines, we strongly advise waiting until after Google results are streamlined.)

• Your Objectives: For example, what do you want to happen and how does PPC fit your overall goals? What types of prospects are you targeting? What will you invite your website visitors to do once you arrive on your site? How do you define conversions? How will you track conversions?
• Advertising Budget: For example, is your available Ads budget sufficient to get the most out of your Ads campaign, or are there other alternatives that make more sense (e.g. AdSense)? Is your proposed budget “overkill” and is it prudent to add ad groups or expand your keyword lists?
• Landing Pages: For example, can we integrate your PPC ad groups with keyword specific landing pages to improve Google Ads Quality Scores? If so, what are the current landing page titles? If not, does it make sense to create new landing pages?
• Estimated Costs-per-clicks: For example, are the average costs-per-click reasonable for your budget, anticipated conversion rates, and/or profit margins?

Keyword Volume: For example, is there enough search volume to warrant a campaign? Is the volume too high – and therefore, extremely risky – for certain keywords? What part will negative keywords play in your campaign? Is it best to limit the geographical area for your campaign initially?

Please Note: If, anytime during this or subsequent phases, we believe that a Google Ads campaign is not in Your Company best interest, we will share our findings and analysis, and offer our recommendations for exploring alternative online or offline advertising solutions.

• Keyword/Ad Group Relevancy: For example, are the keywords and ad groups relevant to your products and services (hint: the more focused the better)?
• Competitive Analysis: For example, are your competitors advertising online? If so, how much are they spending? What keywords are they bidding on? How much are they paying per click? How similar are their products/services to yours?
• Industry and Marketplace Trends: For example, are there seasonal or other types of trends in the marketplace that may affect your ability to drive targeted traffic to their website? Are there new opportunities that they can take advantage of quickly to jump start your results?
• Abuse Prevalence: For example, does your industry have a higher-than-average incidence of PPC abuse? If so, what measures need to be put in place to prevent, monitor, and react to it?

Geographic Regions (we can target multiple countries or USA only; individual states, regions within states, metro areas, and/or one or more towns, zip codes, etc. In other words, we can target very large or very small audiences.
Daily Budgets.
Maximum Cost Per Clicks by Campaign, Ad Group, or Keywords.
Ad Scheduling.
Ad Rotations (for split-testing).
Language Preferences.

and more 2. Set up all ad groups (within campaigns) with appropriate broad, phrased, and exact match keyword phrases 3. Write two ads (for split testing) per ad group complete with destination and display urls 4. Obtain Google Ads tracking code and merge with your existing Analytics account or create a new one. We will provide this code to your website developer for inclusion on all of their web pages.

After launch, we will diligently monitor and modify campaigns (every 3 hours daily for the first several weeks)to ensure that:

Your Company ads appear on the first page of Google search results.

We achieve the best possible click-through rates without sacrificing traffic quality, quality scores, or conversion rates. To this end, we will add, delete, and modify ads, ad groups, and keywords; adjust maximum cost-per-click bids; change geographic targeting; and the like. (Please note: We will get your approval in advance for any/all suggested daily budget changes – up or down.)

We will also begin with two different ads per ad group. Once we obtain enough data – that is, a statically valid number of impressions per ad – we willkeep the ads with the highest click-through rates (these will become our “controls”), discard the “losers” and test other ads against our controls. We will continue this process indefinitely and/or until results indicate that significant improvements are unlikely. Although we assume that your ultimate goal is to generate profitable product sales, if your website does not currently allow for direct online sales we can help direct you in setting up a shopping cart and payment process. If you do not have a product to sell then the website will serve primarily as a lead generation tool; that is, we assume that visitors will be invited to call or email company representatives, who will then be tasked with closing sales. If so, we will work with and/or advise you on the best methods for tracking and documenting leads generated.

We obtain the highest possible quality scores – essential to improving Adwords performance. We will achieve this by ensuring that all ad groups and ad copy contain relevant and focused keywords and phrases. Additionally, we will advise Your Company on ways to improve your quality scores which is normally outside of the scope of PPC management (e.g. relevant landing pages, destination urls, etc.)

Your Company will receive regular and ongoing communication regarding campaign results. We will also provide our objective assessment and analysis regarding the campaign’s progress over time (i.e. whether things are improving or getting worse); our prognosis for its future; and how long we predict it will take to obtain statistically valid data. We will send you Google Ads generated reports (and show designated employees of your company how to access these as well) and share all pertinent Analytics information as well.

Estimated time required to complete Phase Three tasks: We will continue to monitor (and modify as needed) all elements within your company’s campaigns on a daily basis for the length of our contract. During the first 1-3 months we will review results every three hours throughout the day until 6 pm (US Pacific standard time). After that, we will monitor the campaign twice daily unless results dictate more focused attention.

It Takes Time to Test Variables: Excellent Google Ads campaigns do not happen by accident. They occur as a result of careful planning, objective research, a great deal of skill, and constant and frequent monitoring and adjusting. And, as all excellent marketers know, this means testing, testing, and more testing. It is our responsibility to test the effectiveness of all legitimate variables such as keywords, ad groups, and ads to learn which ones perform optimally. Over time, we will get rid of any elements that aren’t working well and retain only the ones that are.

It Takes Time to Obtain Valid Data: It is unwise to alter any element within a campaign until there is enough information to make an informed decision. Therefore, we will not make a decision to delete or pause any of Your Company ads, keyword phrases, or ad groups until we’re confident that our results can be “universalized.” What does this mean? Ad groups with lower volume keyword phrases will have run longer than ones with higher volume keywords before they can be safely adjusted.

In other words, patience and tenacity win this game. And while we will do everything in our power to ensure that Your Company Ads PPC campaign achieves the best possible results as quickly as possible, you can reasonably expect us to be making small and consistent improvements during the first one to three months of your campaign.

In addition to our commitment to do whatever it takes to help Your Company achieve their PPC objectives quickly and affordably, we also promise to look after your best interests at all times, act as responsible and wise stewards of your money and resources, and offer you trusted, professional, and solid advice and counsel. And we believe that our payment policies and fees are strong evidence of these pledges. Therefore, we charge a one-time, “no-surprises” initial research and set-up fee and a very affordable ongoing monthly maintenance fee (with 6-12 month option).