DEJAN Marketing Google Ads strategists are Google Partner Certified and have each built and optimised hundreds of campaigns. Your dedicated account manager will work closely with you to understand your business’s products, services, and goals and develop strategies to achieve them.

Research and Strategy

Once our PPC strategists have determined the KPI’s (key-performance-indicators) for the campaign we will develop a strategy to achieve this based on budget. Our PPC strategists perform:

• Competitor Analysis – We analyse what is working well for you competitors, this gives us a starting point for your campaign. We don’t intend to always re-invent the wheel, just optimise it.
• Keyword Research – Using internal and external tools we can build a keyword list that has the highest chance of initial success.
• Negative Keyword Development – This can be extremely important as campaigns often need to start out with broad matched phrases. Keywords like Jobs, history, wiki, DIY often should be used as negative to qualify who you show your advertisements too.
• Placement Research – Rather than just turning on the display network or blasting Facebook with advertisements we consider the demographics of the responders most likely to make a conversion. Placements can be managed by selecting particular sites that correlate with your product or service. Demographics can be managed by selecting, gender, age, locations etc.

Building/Rebuilding of Campaigns

Depending on the health of the campaign our PPC strategists will determine if it is necessary or not to rebuild your current campaign. As the historic CTR (click-through-rate) will have a bearing on Quality Scores and therefore determine CPC (cost-per-click) and CPA (cost-per-acquisition), it is often better to start from scratch if the campaign has had a poor history.

When building campaigns our PPC Strategists will develop:

• Keywords – We run search query reports in order to determine how people are finding and clicking on your advertisements and we analyse poor performing keywords. This allows too refine the initial keyword list.
• AdGroups – Build/refine your AdGroups to keep them tightly themed to ensure the rights ads are triggered for searches.
• Ad Copy – Our PPC strategists all have online copywriting experience, ads are written to ensure highest chances of success.
• Audiences and Advanced Targeting – Initially our experienced PPC strategists make decisions for, ad-scheduling, geographic regions, placements and demographics.
• Conversion Tracking – We setup/refine tracking for the campaign to ensure future decisions are based on lowering CPA and Increasing ROI.
• Automation – We set appropriate automated bidding strategies and create custom scripts to suit your specific needs.
• Alerts – We set up custom alerts to ensure we are aware of any problems as soon as they happen.

Monitoring and Optimising

After the campaign is built it is set live. This is when we can start to collect data on strengths and weaknesses of the campaign. This data is then used to optimise the campaign for conversion. Our PPC Strategists will optimise:

• Keywords – We continually run search query reports, this allows us to continue building and refining the keywords we advertise under.
• Ad Copy – We split test Ad Copy, by running multiple advertisements we are constantly able to improve the CTR (click-through-rate) of our Advertisements.
• Targeting – Data we collect from the campaign and tracking allows us to make explicit decisions of when, where and what through what device we show advertisements to.
• Audiences – We learn what your ideal consumer looks like and build audiences using website data and insights. Just as importantly your less than ideal consumer to avoid wasted speed and irrelevant leads. 

Testing and Experimenting

As part of the ongoing optimisation of the account we will be testing and experimenting with segments of the campaign in order to determine the best possible settings and components.

Our PPC strategists will perform testing and experiments through:

• Split Testing Ad Copy – We will try different copy and USP’s (unique-selling-points) to continually improve the campaigns performance.
• Testing Targeting – Taking small segments of campaigns and testing other possible demographics, scheduling and placements allows us to improve campaigns performance without making risky decisions.
• Experimentation with Bids – We will experiment segments of the campaign, testing the changes in CPA and ROI based on adjustments in bids.
• Placement Experimentation – Trialling and monitoring new placement opportunities, continually increase the reach potential of your advertising campaigns. Whilst ensuring only small, calculated risk are taken.
• Automation – We employ the use of automation tools, scripts and Google’s Automated Insights to continue to ensure unparalleled optimisation frequency and precision at every auction.

Reporting and Communication

We provide our clients with customised, detailed and transparent reporting. While we have a formal monthly report that will be sent out and followed up with a call we can also provide more detail throughout the month and will be constantly pouring over data to discover strengths, weaknesses and opportunities in your account. We provide actionable insights and set deliverables for the months to come.