1. Pay-Per-Click Optimization and Management Methodology
STRATEGY
CAMPAIGN
LAUNCH
EXPANSION
ANALYSIS &
MANAGEMENT
Define business goals, strategies, and market opportunities
Review existing campaign performance in comparison to industry leaders (if applicable)
Research keyword and key phrase opportunities
Define success metrics and establish performance benchmarks
Deploy bid management and ROI tracking tools
Leverage analytics to determine keyword performance
Manage bid prices, ad copy, landing pages, and keyword assortment in relation to performance benchmarks and goals
Continually monitor and protect against click fraud
Define campaign structure, including:
Ad group organization
Match type
Ad copy
Landing pages
Geo targeting
Budget allocation
Negative keyword list
Launch new or updated campaigns
Begin testing ad copy and landing pages to improve click through rates and conversions
Coordinate with promotional or marketing calendars to support traditional marketing through the PPC channel
Conduct ongoing keyword research, selection, and evaluation based on key performance metrics
Incorporate A/B split testing strategy and execution to improve conversion rates and ROI