{"id":10,"date":"2012-07-02T05:40:37","date_gmt":"2012-07-02T05:40:37","guid":{"rendered":"http:\/\/grapnel.net\/blog\/?p=10"},"modified":"2012-09-05T04:43:09","modified_gmt":"2012-09-05T04:43:09","slug":"pay-per-click-methodology","status":"publish","type":"post","link":"http:\/\/grapnel.net\/blog\/pay-per-click-methodology\/","title":{"rendered":"Pay Per Click Methodology"},"content":{"rendered":"<p>Here is an outline of a successful methodology I have employed in many PPC campaigns for a variety of different clients. Some of these have been small, regionally based companies after specific conversion behaviors (restaurants, brick and mortar retail sales, etc) while others have used PPC as a module of a larger, longer marketing campaign. In all cases the analytics component was crucial to the campaign\u2019s success because it allows tight control of the bidding process of keywords and the ongoing adjustment of the campaign to ensure maximum ROI. This is offered as a checklist, of sorts.<strong><strong><\/strong><\/strong><\/p>\n<p>Stage 1: Preliminary Consultation<br \/>\nThe most successful pay per click ad campaigns start with a thorough understanding of the business goals and the PPC advertising budget. The includes:<\/p>\n<ul>\n<li>An in-depth market sector analysis including trends and drivers.<\/li>\n<li>Assessment of the competitive landscape \u00a0including an analysis of competitors\u2019 pay per click advertising strategies, budget and success rates<\/li>\n<li>An executive summary of the client\u2019s understanding and definite goals that the client can review, modify and sign off on.<\/li>\n<\/ul>\n<p><strong><strong><br \/>\nStage 2: Objectives and Expectations<br \/>\n<\/strong><\/strong><\/p>\n<ul>\n<li>Define ROI expectations including click-through rates (CTR) and cost per click (CPC). This can be done using a simple formula of<br \/>\nSPENDING \/ CPC \u00a0x Conversion Rate = Leads (ROI)<\/li>\n<li>Determine reporting requirements and explain metrics used in reporting, file formats, jargon and so forth.<\/li>\n<li>Establish the pay per click budget.<\/li>\n<\/ul>\n<p><strong><strong>Stage 3: Creation of Campaign Assets<br \/>\n<\/strong><\/strong><\/p>\n<ul>\n<li>Determine keywords most appropriate for the client\u2019s specific goals relating to the product, service, desired customer behavior and ultimate strategic goal.<\/li>\n<li>Create comprehensive list secondary industry-specific keywords not necessarily contained in the landing pages that can be used in \u201clong-tail\u201d keyword purchases.<\/li>\n<li>Define and create Ad Groups, as required.<\/li>\n<li>Create PPC advertising copy<\/li>\n<li>Create appropriate pay per click landing pages<\/li>\n<li>Set up analytics for all pages used in the campaign and determine which reports are most pertinent to the client<\/li>\n<\/ul>\n<p><strong><strong>Stage 4: Launch<\/strong><\/strong><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li>Upload keywords and creative copy.<\/li>\n<li>Double-check all keywords and ads using Google&#8217;s online tools.<\/li>\n<li>Immediately begin tracking of conversion and ROI.<\/li>\n<\/ul>\n<p><strong><strong><br \/>\nStage 5: PPC Management<\/strong><\/strong><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li>Regularly analyze results and adjust campaigns as appropriate.<\/li>\n<li>Regularly fine-tune keyword bids and adjust spending as appropriate.<\/li>\n<li>Generate and deliver reports detailing pay per click advertising results.<\/li>\n<\/ul>\n\r\n\t<div style=\"\">\r\n\t\t<a href=\"http:\/\/twitter.com\/share\" class=\"twitter-share-button\" data-count=\"vertical\" data-text=\"Pay Per Click Methodology\" data-url=\"http:\/\/grapnel.net\/blog\/pay-per-click-methodology\/\" >Tweet<\/a>\r\n\t<\/div>\r\n\t<script type=\"text\/javascript\" src=\"http:\/\/platform.twitter.com\/widgets.js\"><\/script>","protected":false},"excerpt":{"rendered":"<p>Here is an outline of a successful methodology I have employed in many PPC campaigns for a variety of different clients. Some of these have been small, regionally based companies after specific conversion behaviors (restaurants, brick and mortar retail sales, etc) while others have used PPC as a module of a larger, longer marketing campaign. [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false},"version":2}},"categories":[4,9],"tags":[],"class_list":["post-10","post","type-post","status-publish","format-standard","hentry","category-marketing","category-ppc"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/p2L8f5-a","jetpack_sharing_enabled":true,"jetpack-related-posts":[],"_links":{"self":[{"href":"http:\/\/grapnel.net\/blog\/wp-json\/wp\/v2\/posts\/10","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/grapnel.net\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/grapnel.net\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/grapnel.net\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/grapnel.net\/blog\/wp-json\/wp\/v2\/comments?post=10"}],"version-history":[{"count":2,"href":"http:\/\/grapnel.net\/blog\/wp-json\/wp\/v2\/posts\/10\/revisions"}],"predecessor-version":[{"id":12,"href":"http:\/\/grapnel.net\/blog\/wp-json\/wp\/v2\/posts\/10\/revisions\/12"}],"wp:attachment":[{"href":"http:\/\/grapnel.net\/blog\/wp-json\/wp\/v2\/media?parent=10"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/grapnel.net\/blog\/wp-json\/wp\/v2\/categories?post=10"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/grapnel.net\/blog\/wp-json\/wp\/v2\/tags?post=10"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}