Our campaign creation process consists of four steps:
1. Keyword research
First, we collect information about your business, your website, marketing materials and any useful data from you to identify the most important (core) keywords. Web analytics data (if available) is also used in keyword research process. Furthermore we use 3rd party keyword generation tools and data necessary to identify and generate a broader set of keywords.
2. Competitor research
We analyze your competitors' websites and use 3rd party tools to research and identify keywords they are advertising online. We also look at their ad copies and any related information to improve the keyword research and campaign set-up process.
3. Keyword selection and expansion:
Relevant keyword patterns are identified and used to generate more keywords of different match types. Keywords are then grouped into themes and ad groups. Last but not least, keywords that are harmful to the campaigns are added as negative keywords. Keywords identified as irrelevant and potentially-costly are removed from the keyword research data.
4. Account structuring:
- the campaign structure is determined based on your business goals, the keywords data and other relevancy factors
- keywords are broken into smaller groups of high relevancy based on themes and then placed in respective ad groups
- the content of landing pages is reviewed to ensure it's highly relevant to the targeted keywords
- separate campaigns are created to advertise on Google content network
In addition, we make sure that:
- at least two ads are created for each ad group
- ads are set to show only on the desired networks (search/content)
- geo targeting and language options are set properly
- marketing budget is properly allocated across various campaigns
- AdWords conversion tracking is set to track conversions
- goals are set to track conversions in Google Analytics
- based on your marketing budget and other relevant factors, we will also setup your campaigns on Yahoo! and Bing
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