Before we start creating your client’s campaigns, we have to get to know the business, understand their target audience and what motivates them to buy. We have to identify the keywords they use to search for the client’s products or services. Once we get that part correct, we can do actual campaign building which requires a strategic approach and focus on the buyer-intent searches.
Some of the activities that campaign creation includes are:
- Strategic account setup including segmenting campaigns and ad groups in a way that will allow us to maximize profits
- Using bidding strategies that prevent wasteful ad spend
- Using keywords and keyword match types that will allow us to focus and invest the most in the keywords that perform well
- Writing ad copy whose only goal is to convert visitors to clients and customers
- Including negative keywords to avoid clicks from people who are not the right audience
- Landing page suggestions and corrections that will allow us to get the campaigns going on the right foot from the start
- Conversion tracking setup so we know what’s working and what’s not and can optimize the campaigns based on data