Different ads can serve different purposes for people in different cycles of the sales funnel. For instance, if a user recently searched for generic information about your industry, chances are they are at the wide end of the sales funnel and simply gathering information. Our ads targeting this audience may thus point to an informational page on your website explaining your products and brand story, most likely leading to more in-depth information and how to move forward towards purchasing your product or service.

Search Ads - What's Involved

Ad Groups

Your campaign will be divided into specific ad groups, allowing for the best possible optimization between different industries, product categories, or geographies targeted by the campaign.

Next, we take those keywords and build you the best search ads possible. We write the best copy to catch your customer's eye, and use industry best practices and features including sitelinks, call extensions, callouts, and more.

Keywords

We start with an initial consultation meeting to discuss your product/service, clients, industry, competition, and more. After this meeting, Agency Co will use the most sophisticated tools available to uncover which keywords will perform the best for your campaign and determine exactly which terms and phrases your customers are searching for.

Landing Pages

Optimizing landing pages is a key part of a successful digital campaign that is too often overlooked. We provide valuable feedback on the structure and content of your landing pages to make the best use out of every dollar we spend sending customers to them.

The better your landing page, the higher quality score your ads will have, and the more conversions you will see.

Bid Optimization

We will use the bidding strategy best aligned with the identified KPIs of the campaign, whether that be Cost per Click (CPC), Cost per Thousand Impressions (CPM), or Cost per Acquisition (CPA).

Display Ads and Remarketing

Outside of search, Google partners with thousands of sites to learn more about your consumer. Through sophisticated online targeting tactics, we can deliver your brand message to the right consumer at the right time. We will use a combination of the tactics below to best target your consumer.

• Contextual Targeting - We show your ads exactly when the audience is consuming content contextually relevant to your product
• Interest Categories - We reach your target audience, showing them relevant messages across the web
• Remarketing - We reach customers who've recently engaged with your business, to remind them about your business.  These customers have shown interest in your product, but did not convert. This is a great way to re-engage those users.

Video Ads (YouTube)

YouTube is the second largest search engine in the world, second only to Google itself. We will put your impactful video brand message in front of your ideal audience. Using YouTube's TruView ad format, you will only pay when a user views your video for 30 seconds, or to completion, whichever comes first.

Campaign Management

Managing these campaigns takes a lot of time, something most business owners and marketers don't have. We're here to help. On a monthly, weekly, or daily basis, our optimization experts will manage and optimize your campaign, including but not limited to removing underperforming ads/keywords, testing new ads/keywords, adding negative keywords, and landing page optimization recommendations to improve quality score.

Reporting

How do you know if all of this is working? Don't worry - we provide monthly reports including valuable campaign metrics and results, as well as a summary of all the awesome optimizations and insights we have from the previous month. We will let you know which ad groups, ads, and keywords are performing the best, and what we are doing to deliver the most conversions.