Our first step, after defining the goals and objectives of the PPC Campaign will be to determine what constitutes a lead. We must consider where leads should come from. Geographical area, for example, would be one of the considerations regarding targeting.
PPC efforts range from ego bidding to ROI based bidding. GCD suggests an ROI based bidding strategy. The bidding strategy will be determined and take place during this step of the campaign process.
GCD will utilize new Ad Groups in Google. The implementation of the use of Ad Groups will allow GCD to contain keywords logically, target ad copy more effectively, and create a structure that anyone could step into and manage.
GCD will seek to expand the keyword selection from 1 to well in to the 1,000s by using 3-word and 4-word combinations. Note: Keywords must use a variety of phrase, and exact match types.
In order to control costs, GCD will include negative keywords to prevent ads from being displayed for less-qualified keyword queries. By using a wide range of negative keywords, GCD can create a better Click through Rate, higher conversion rate, and improve the Quality Score for ads in Google AdWords. Note: improving quality scores for ads in Google AdWords will help us to bid less for keywords without sacrificing ad position
GCD suggests the initial use of Google AdWords, however, yahoo as well busienss.com cam ne used to reach a larger number of qualified prospects. For these additional search engines GCD can use the same model that is implemented for Google AdWords to replicate great results.
GCD can/will create landing pages for high-volume keywords to improve conversion rates.
GCD will lastly use web analytics to track individual keyword performance beyond simple conversion tracking codes.