Based on the information I have gathered during the Analysis phase of the process, I work to develop a strong strategy for the client. The strategy encompasses a top-to-bottom approach, which starts with the proper account setup and structure, moves to decisive campaign setup, and all the way down to carefully-curated keywords, copy, and ad design.
This analysis also helps inform key decisions for success, such as determining the best way to segment the account, which bidding strategy to use, what kind of campaigns that need to be developed, among others.
After the account strategy is defined, it’s time to move to the next step in the process: Implementation.