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OUR POV

When you want to buy something, or just find out more information about it, what do you do? Often people start by going to a search engine like Google and typing in what they’re looking for. Although there are many ways to reach your target market, getting to them when they’re looking either for your product or similar products is one of the most effective ways of making conversions. While it shouldn’t be your only strategy, it’s usually an essential tool in your digital footprint toolkit.

Let’s start with the facts: clicks aren’t leads. What’s important about that click is the visitor was using a search engine to find a keyword that your business cares about. And while not a full-blown lead, that click is more likely to turn into a lead if the visitor lands on a controlled, focused message relevant to their original search.

Which gets us to what’s really important for your Paid Media strategy: what do you want to achieve? Is it more leads or more clicks? Conversions? Sales? Early funnel nurture material?

Our search team starts the process here: Let’s get down to business with what success looks like for you, and work our way backward from there to figure out which platforms and placements make the most sense for your goals.

OUR EXPERTISE

  Google Search 
  Google Shopping
  Google Display Network
  YouTube

  Bing
  Taboola
  Programmatic 
  Remarketing

OUR APPROACH

THE STRATEGY

The first thing we’ll do is schedule a kickoff meeting with you and your team for our initial Strategy Session. This is where we hash out the details of what your goals are and what success will look like for you. By agreeing ahead of time on what your objective is, we ensure that everyone is on the same page. We also use this time to help plan out a big-picture strategy for your digital marketing efforts, and make sure that your SEM campaigns are in perfect alignment with all your other marketing.

OUR APPROACH

THE RESEARCH

Our next task is to perform in-depth research into your industry. We’ll analyze what your competitors are doing online, create customer profiles, and do a deep dive into the keywords and websites that you should be targeting with your SEM campaigns. This may be the most critical, yet most frequently overlooked, step in Search Engine Marketing. With our in-depth, big-picture analysis, we are often able to find new keywords and other strategies to reach your target market, improving conversions and ROI.

OUR APPROACH

THE DEVELOPMENT

Here is where we go through the step-by-step process of creating your new campaign (or, if you already have an existing campaign, this is where we review all your settings one-by-one). We’ll ensure that everything is structured appropriately for the best performance, and make sure that your settings, geotargeting options, keyword bids, and more are set up for success.

OUR APPROACH

THE LAUNCH

Now that everything is ready to go, we’ll start your campaign and begin the process of sending traffic to your website! But while most companies stop here, we’re just getting started.

OUR APPROACH

MONITOR AND GATHER DATA

At this point we need to give your campaigns some time to run and gather data. During this stage, you will already start seeing more leads & customers come through your business. But don’t get too excited yet—your performance is only going to improve from here.

OUR APPROACH

THE OPTIMIZATION

Once we’ve accumulated enough data, our team digs in and performs a complete performance analysis of your campaigns. We let the data tell us what’s working and what isn’t, and we’ll decide on modifications to bring you more traffic, leads, and customers at a better ROI. Even if you’re pleased with your initial results, this phase of the campaign can improve them even further.

OUR APPROACH

MODIFY & REPEAT

What if something isn’t working as expected? What if you’re getting more clicks, but few conversions? What if you get conversions, but few follow-up sales? We know these questions are important, and we can offer a solution to all of them.

As part of our ongoing optimization efforts, we’ll make the changes we identified to improve the performance of your marketing campaigns. From there, we’ll go back and give those changes time to gather more data, at which point we’ll do more analysis and make even more improvements. This is how we continue to increase your results, bringing you more customers at a better ROI, month after month.

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