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“PPC or SEO?

Use The Right Tool For The Right Purpose.”

PPC has been a god-sent for marketers

Pay-Per-Click (PPC) advertising drives traffic, sales and conversions with Google AdWords and on Bing. Never before has Marketing been able to link advertising dollars to conversions and profit in such a consistent, precise and manageable manner as is possible today with PPC, in combination with Analytics.

Can you imagine that in the past, companies invested billions of annual ad dollars into magazine and newspaper ads, billboards, TV and radio, without ever knowing how much and which part of that money would come back in the form of revenue.

PPC has turned marketing on its head – for better or worse! That being said, PPC is a beast that requires some taming prior to producing the desired results. Is your PPC delivering – or do your competitors consistently outrank you on Google and outperform you on conversion rates and Return on Ad Spent (ROAS)? Let’s find out!

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We organize PPC management into daily, weekly, bi-weekly, monthly and quarterly reviews. Each review involves a specific set of optimization tasks that are performed by dedicated, well-trained and certified PPC staff. If you would like to view, download or copy our AdWords campaign optimization calendar, please click here.

Daily AdWords Management Tasks

Campaign budgets review

We monitor your spending for each campaign as well as for the whole account every day. Based on our daily review, we take measures to optimize your campaigns and ensure that you stay within your budget and keep progressing toward your goals.

Top Performing Keywords Review

You may not have the time to monitor and label your top-performing keywords, which play a big role in helping you achieve your KPIs. We keep a close watch on the keywords that are driving the most traffic and conversions, and take remedial measures whenever we see a swing in performance.

Average Positions & CPC Review

Do you monitor the average position where your ads are served on any given day? Your Cost-Per-Click (CPC), Clickthrough Rates (CTR) and conversion volumes vary depending on the position of your ad. CPC controls the cost-effectiveness and ROI of your PPC advertising. That’s why at GMI we review your average ad position, CPC and conversion data daily, and take action when necessary.

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Weekly AdWords Management Tasks

For PPC metrics and patterns that can be better analyzed over periods longer than a day, we perform the following weekly checks.

Conversion Analysis

Conversion is the climax of your entire marketing effort. You do not want to wait until the end of the month to find out conversions have been down since the first week. We analyze conversions every week and also perform year-to-year performance comparison and dive deeper into data whenever required to make sure we meet campaign objectives.

Impression Share Analysis

Before you can achieve conversions, you must first generate impressions. We look at your impression share for each campaign and analyze if your ads are displaying every time they are eligible. Through weekly monitoring, we can also discover if you have budgetary or ad rank-related performance issues and resolve the those when required.

Competition Analysis With Auction Insight Report

The AdWords Auction Insight report allows us to gain insight into your competitors’ activity and keep you one step ahead. It tells us if your bids are either too high, or if, on the contrary, you are constantly being outbid by your competitors. We then adjust the keyword bids to find the sweet spot in terms of Return on Ad Spent (ROAS).

Duplicate Keyword Analysis

Duplicate keywords across different Ad groups and campaigns can cause a drop in traffic and conversions by conflicting with the way your ad is served. We weed them out every week using the duplicate keyword tools in AdWords Editor. As a result, you get more relevant traffic and increased conversions.

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Bi-Weekly AdWords Management Tasks

Keyword Match Type Cleanup

If a fair amount of broad matched keywords are being triggered for their exact match queries, the structure of your account requires improvement. We regularly run Search Term reports to uncover new keywords that require special attention and add those in the form of phrase or exact match keywords to the campaign structure. This helps to continually improve the campaign quality and performance.

Keyword Expansion and Campaign Refinement

We look deeper into the search term report and keep our eyes open for new, targeted, short- and long-tail keywords that your customers are using. We use this data in conjunction with the Keyword Planner to expand your targeted keywords and refine the way your keywords are organized into ad groups.

Negative Keywords Management & Funnel Review

Still drawing upon insights gained from the search term report, we add new negative keywords to your campaigns and/or ad groups to eliminate irrelevant clicks. We also take another look at the customer intent behind search terms, identify overlapping keywords, and create a negative keyword funnel that boosts conversions.

Report the Findings and Results

We compile a report about the changes made to your AdWords account and compare them with the previous period. We constantly review your performance and keep updating your account by making new improvements and reversing the old ones that didn’t work as expected.

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Monthly AdWords Management Tasks

Ad Copy Optimization

Following the optimization principle “always be testing,” we test your ad copy and landing pages every month. You can see your CTR, conversions, and Quality Score improving as we pause poorly performing ads and continue optimizing the headline, description, and call-to-action for each of your ads.

Bid Strategy Analysis & Adjustments

In order to earn a high ROI, we take a deeper look at our bidding strategies, test performance, and switch to ECPC or CPA bidding if your campaign has enough conversions. We review bid adjustments on the level of geographic and mobile targets, ad schedules or audiences to optimize performance.

Reporting and Analysis

After collecting all of the data, we compare your AdWords performance against the previous month and/or previous year.. We analyze which campaigns outperformed the others, and why? This allows us to discover the areas we need to address for optimization.

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Quarterly AdWords Management Tasks

Mobile Tactics Assessment

Did you know that as much as half (if not more) of your traffic may be coming from mobile devices? We review your website on multiple devices to see if your pages are fully adaptive. We adjust your bids for mobile by identifying the keywords driving the bulk of your mobile traffic, so you can extract the most benefit. We review/write mobile-specific ads and make sure you rank high enough on mobile to be visible on the small screen.

Analyze Search Funnels & Multi-Channel Funnels

AdWords and paid search is just one part of your marketing equation. We review your search funnels reports in AdWords to conceptualize how your keywords and campaigns work together. Then, we jump into Google Analytics Multi-Channel Funnel reports to understand how your paid search campaigns work with your other marketing channels. With information like this, we can build a more robust PPC strategy for your business.

Conversion Rate Optimization (CRO)

AdWords account optimization works hand-in-hand with landing page optimization. After all it’s the landing page on your website that will convert a click into a meaningful action such as a phone call, an email inquiry or a sale on your Ecommerce website). We examine the content on your landing page to reflect the customer-intent behind the relevant keywords, test different page layouts, and present only relevant information that converts more visitors. It is important to note that the quality of your landing page is one of the key factors in the AdWords Quality Score – the score that influences to a great extent how much you pay for a click on your ad.

Quality Score Analysis

Quality Score is Google’s evaluation of the overall quality of the ad experience of someone clicking on your ad. A poor Quality Score generally results in higher Cost-Per-Click (CPC), lower Clickthrough rates (CTR), lower conversion rates. Together, these factors pull down the Quality Score even further. The daily, weekly, bi-weekly, and monthly AdWords management tasks that we perform deliver a sustained improvement in your Quality Score at the keyword and account level. You can see your CPC coming down, and your ad position and conversions going up as a result.

Quarterly AdWords Management Tasks

Mobile Tactics Assessment

Did you know that as much as half (if not more) of your traffic may be coming from mobile devices? We review your website on multiple devices to see if your pages are fully adaptive. We adjust your bids for mobile by identifying the keywords driving the bulk of your mobile traffic, so you can extract the most benefit. We review/write mobile-specific ads and make sure you rank high enough on mobile to be visible on the small screen.

Analyze Search Funnels & Multi-Channel Funnels

AdWords and paid search is just one part of your marketing equation. We review your search funnels reports in AdWords to conceptualize how your keywords and campaigns work together. Then, we jump into Google Analytics Multi-Channel Funnel reports to understand how your paid search campaigns work with your other marketing channels. With information like this, we can build a more robust PPC strategy for your business.

Conversion Rate Optimization (CRO)

AdWords account optimization works hand-in-hand with landing page optimization. After all it’s the landing page on your website that will convert a click into a meaningful action such as a phone call, an email inquiry or a sale on your Ecommerce website). We examine the content on your landing page to reflect the customer-intent behind the relevant keywords, test different page layouts, and present only relevant information that converts more visitors. It is important to note that the quality of your landing page is one of the key factors in the AdWords Quality Score – the score that influences to a great extent how much you pay for a click on your ad.

Quality Score Analysis

Quality Score is Google’s evaluation of the overall quality of the ad experience of someone clicking on your ad. A poor Quality Score generally results in higher Cost-Per-Click (CPC), lower Clickthrough rates (CTR), lower conversion rates. Together, these factors pull down the Quality Score even further. The daily, weekly, bi-weekly, and monthly AdWords management tasks that we perform deliver a sustained improvement in your Quality Score at the keyword and account level. You can see your CPC coming down, and your ad position and conversions going up as a result.

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AdWords Management Calendar

At GMI, we organize all recurring PPC management tasks in the form of a Google Calendar. If you’d like to take a look at a sample of our PPC Optimization Calendar or download it to your computer, feel free to do so!

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“As an official Google Partner Agency, we have direct access to a dedicated Google Agency Account Strategist. This helps us extract the maximum ROI from your PPC campaigns. We manage the whole spectrum of Google Campaigns, including Google Search Network, Google Display Network, Search with Display Select, Google Shopping campaigns, and YouTube video campaigns.”

Real Clients, Real Results: