Online Local Search

TURN ON A TAP OF HUNGRY LEADS & BUYERS WITH EXPERT GOOGLE ADWORDS MANAGEMENT

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OUR 3 STEPS TO DELIVER

HIGH PERFORMANCE GOOGLE ADWORDS

ADVERTISING CAMPAIGNS

STRATEGIC APPROACH

We start by researching the market (your competitors, high value keywords, landing pages and messaging approaches). This lets us know what’s already working . Your campaigns are then built strategically aligned to the REACH, LEADS and SALES funnel stages, with cold traffic campaigns and remarketing campaigns to drive leads and sales

GRANULAR SEGMENTATION

With Adwords, relevance wins . We do the hard work needed to highly segment your campaigns. On average our accounts have a handful of campaigns , thousands of Ad Groups , thousands of keywords , thousands of negative keywords , thousands of Ads and hundreds of Ad Extensions . This helps us create relevant ads , which improves performance and lowers costs .

CONTINUAL IMPROVEMENT

We conduct weekly and monthly optimisations designed continually improve your results . Many of our clients campaigns are still improving monthly, after 4-5 years of management. Your account managers will perform Search Query Reviews , Targeting , Bidding and Ad Copy optimisation regularly to optimise performance.

OUR 11-STEP PROCESS TO

DRIVING REVENUE

THROUGH FACEBOOK ADVERTISING

 

1

KEYWORD RESEARCH

Zero-in on high value keywords

We prioritise the keywords that have the highest commercial value for your business. We identify HOT buyer keyword, and go after these first. Then to scale we test into research and comparison based keywords. We use competitive analysis tools to find the keywords which are already being targeted by your competitors.

2

COMPETITIVE RESEARCH

Steal strategies already working

We then build your Market Map to give us an idea of what’s already working in your market. It’s far less risky to start by improving what’s already in play in the market, than throwing stuff against the wall and seeing what works. Like everything we do, we’re looking for the fastest, easiest way to build your business.

3

LANDING PAGES

Use high converting landing pages

Where you send traffic to has a huge impact on your conversion rates. We will assess your current landing pages, make recommendations for improvement, to build you high performing landing pages ourselves. In some cases you need customer landing pages for each of your high value keywords or we can use dynamic keyword replacement for a single landing page.

4

GRANULAR SEGMENTATION

Best practice highly segmented campaigns

Drawing on industry best practices, we will create a highly granular campaign structure, targeting and creatives. A copywriter will be assigned to work on the messaging, our design team will deliver the images for remarketing ads, and your Adwords Ads manager will setup the campaign.

5

FUNNEL

Campaign aligned to your funnel

You Facebook campaign will be aligned to your sales funnel needs. We’ll do the math using our Growth Planning model to identify which area is most profitable to spend resources on: REACH, LEADS, SALES. We will develop awareness campaigns to generate reach, and remarketing campaigns to maximise Leads and Sales.

6

   ANALYTICS &   TRACKING

Google Analytics Goals Setup

We make sure all conversions are accurately being tracked and reported on (website leads, calls from ads, calls from website, etc.), so you have complete visibility on true performance. We also ensure tracking is in place using the Adwords and Analytics Pixels to track conversions on-site or landing pages, and build customer audiences for remarketing.

7

TEST

Test to find winning approaches

Once you’ve given the green light on the first round of creatives, we will begin split testing Ads and targeting approaches. It’s dependent on budget, however we will generally test 4-5 targeting approaches , with 3-4 Ad creative variations within each Ad Set. The test period is looking to get rapid feedback from the market as to which creative and targeting approach is most effective.

8

TRACK

Track the results of tests to learn

Our goal is to learn fast. Each test tells us of a better way to reach our objectives and improve results over time. Your Facebook Ad Manager will keep a depository of tests and results so that we are all learning together.

9

REPORT

Weekly and monthly reporting

You get 100% transparency over delivery and results with a weekly check-in on performance, and monthly in-depth reports.

10

OPTIMISE

Continual improvement on campaigns

We are committed to continually improving our clients’ campaigns. We conduct daily checks on all campaigns. Weekly targeting optimisations, budget optimisations and creative optimisations. Monthly we are rolling out new ads and testing their performance. Over time we are working hard to improve your performance.

11

SCALE

Grow your results safely

Some clients want to grow quickly. Once we prove positive ROI on a campaign, we can then scale up the results (budget permitting). This phase comes with its own set of challenges, which we employ best practices to overcome.

We Believe In Helping Businesses Grow By Delivering Profitable

Digital Marketing With Four Unique Pillars Of Service:

PROVEN DATA-DRIVEN STRATEGY

WITH TRANSPARENT SERVICE & REPORTING

TIED TO CLIENT
GROWTH KPIS

ALL BY A RESPONSIVE TEAM THAT REALLY CARE

WHERE DOES

GOOGLE ADWORDS ADVERTISING

FIT INTO YOUR CUSTOMER ACQUISITION FUNNEL?

Google still rules the roost when it comes to search intent – someone focused on finding a answer to a specific query. The potential to drive a buyer to your website after they type in a search term with commercial intent is very likely. Compare that to Facebook where you are operating in demand generation mode hoping to make people aware of your product or service.

There are many layers to the ‘search funnel’. We provide strategic advice about which stage of the funnel you should test first:

 
PHASE
REACH MORE PEOPLE
YOUR GOAL
Attract the Right Audience
ROLE OF ADWORDS ADS:

These are customers that are unaware of the product or unaware there is a need for the product. These customers require education & awareness.

PHASE
DRIVE MORE LEADS
YOUR GOAL
Turn Prospects Into Leads
ROLE OF ADWORDS ADS:

These customers are aware of the problem / need. They also may be somewhat aware of the solution / product, but want to learn more about it. They’re shopping around for information.

PHASE
DRIVE MORE LEADS
YOUR GOAL
Convert to a Customer
ROLE OF ADWORDS ADS:

This audience knows what they want and are at the purchase stage. They may be stuck in the cart or may require a demo or trial for evaluation.

Targeting examples:

Display regular static & Gif’s on the GDN with loose keyword and topical targeting

Remarket to visitors that have only reached the homepage

Generic search terms such as ‘price holiday Bali’ - can be expensive and NOT recommend as first step

Targeting examples:

Remarket similar products to visitors that have previously viewed products

Remarket similar products to buyer lists

Keyword targeting to searchers interested in learning more about the product, e.g. ‘reviews’, ‘comparison’, ‘best laptop bag’, top rated’ or ‘dell laptop bags’, etc.

Targeting examples:

Bid only on keywords with purchase intent, e.g… ‘Buy ray ban sunglasses’, ‘laptop on sale’

Google Shopping Search vertical targeting people shopping for specific products

Target customers that have already placed products in their cart but abandoned the cart

PHASE
REACH MORE PEOPLE
YOUR GOAL
Attract the Right Audience
ROLE OF ADWORDS ADS:

These are customers that are unaware of the product or unaware there is a need for the product. These customers require education & awareness.

Targeting examples:

Display regular static & Gif’s on the GDN with loose keyword and topical targeting

Remarket to visitors that have only reached the homepage

Generic search terms such as ‘price holiday Bali’ - can be expensive and NOT recommend as first step

PHASE
DRIVE MORE LEADS
YOUR GOAL
Turn Prospects Into Leads
ROLE OF ADWORDS ADS:

These customers are aware of the problem / need. They also may be somewhat aware of the solution / product, but want to learn more about it. They’re shopping around for information.

Targeting examples:

Remarket similar products to visitors that have previously viewed products

Remarket similar products to buyer lists

Keyword targeting to searchers interested in learning more about the product, e.g. ‘reviews’, ‘comparison’, ‘best laptop bag’, top rated’ or ‘dell laptop bags’, etc.

PHASE
DRIVE MORE LEADS
YOUR GOAL
Convert to a Customer
ROLE OF ADWORDS ADS:

This audience knows what they want and are at the purchase stage. They may be stuck in the cart or may require a demo or trial for evaluation.

Targeting examples:

Bid only on keywords with purchase intent, e.g… ‘Buy ray ban sunglasses’, ‘laptop on sale’

Google Shopping Search vertical targeting people shopping for specific products

Target customers that have already placed products in their cart but abandoned the cart

Q. Can you audit my Adwords account to see if it needs fixing?

A. Yes, we can provide you with a high-level audit of your Adwords account which will identify issues that need to be fixed, and opportunities to improve your performance

Q. Are there monthly KPIs aligned with performance metrics?

A. Yes, we set performance KPIs for each stage of your funnel (REACH, LEADS and SALES) quarterly. These are tracked and reported on to ensure we are delivering to our goals.

Q. How do I measure ROI?

A.We measure ROI as Profit / (Ad Spend Cost + Marketing Services Cost)

Q. Can you set everything up from scratch?

A.Sure can, in fact if it’s a new account we should be able to throw in $100 worth of Ad credit

Q. How do you track phone calls?

A. I’m pleased you asked. We can editer use the free Google Call tracking or a more comprehensive call tracking solution that can be used across your digital strategy such as Facebook Ads, your website, email, offline campaigns etc.

Q. What kind of reporting will you provide?

A. You will have access to our exclusive reporting dashboard detailed exactly how your campaigns are performing against predetermined KPI’s. Scheduled PDF reports are also available depending on your preferences.

Q. How long does it take to setup and implement an Adwords advertising campaign?

A. Believe it or not, the success of your Adwords advertising campaign can most easily be won or lost in the planning and build phase. It’s what separates the PROS from the amateurs. We spend the time necessary to do the keyword research, competitive research, landing page research, then granularly build your campaign and ad copy. We allocate 2-4 weeks for the setup, depending on the complexity of the strategy.

Q.Do I own the AdWords account you setup and optimise for me?

A. We wouldn’t have it any other way. We connect our Management account to your AdWords account.

Q. Will you ensure Google My Business is linked to my Ad?

A. Indeed, you’d be crazy not to leverage every feature that increases the Click Through Rate (CTR).

Q. How often will Online Local Search work on the campaign?

A. We have optimisation activities for every week of the month. We also know that tinkering too frequently can be as harmful as not doing anything. All are optimisation actions are backed by data and analysis.

Q. Do you put a markup on the Ad spend?

A. Some agencies do but that’s not how we roll. You pay for your Ad spend directly from the source - Google Or Bing so no markup is applied.

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Propel Your Business Growth

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SPY ON YOUR COMPETITORS
AND PRESENT YOU WITH A KPI DRIVEN GROWTH PLAN

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