Search Advertising

Project Details

Typical Costs

4 – 8 Hours Monthly

Typical Timeline

Recurring (Monthly Updates) 

Project Overview

The Search Advertising project is designed to drive traffic to your company’s website using a mixture of search and display advertising methods.

For the search advertising half, we coordinate a Google Ads campaign structure that uses commonly searched terms related to your business offerings and develops campaigns targeting those specific search terms in the target geographic area. Display advertising is used to increase brand awareness and engage previous site visitors through remarketing efforts.

If search advertising is a new program for your business, we recommend starting your first advertising campaign with an initial budget of $250 per month. As programs progress, other search advertising strategies will be considered.

Please note that the budget for your advertising campaigns is in addition to the project work.

what to expect

What to Expect

Our team manages the entire project scope. We create and manage search and display advertising campaigns on a recurring basis.

We can also manage and refine campaigns that have already been set up. For every project, our team tests campaigns to identify the most effective avenues for generating traffic that results in conversions as outlined in the Member Profile.

For search advertising efforts, we create campaigns with a minimum of 4 ad groups, each of which is focused on a different set of search terms that are relevant to your business. Ad groups are tailored directly to the set of search terms in the keywords, ad copy, and landing pages.

For display advertising efforts, we create two different types of campaigns: retargeting and interest-based or geographic ads.

Retargeting efforts target previous site visitors with display advertising using the Google Ads remarketing program; these ads have a strong call to action and are designed to produce conversions.

Geographic and interest-based targeting is used to connect with the target audience through display advertising; these ads are focused on increasing brand awareness with softer calls to action.

Performance

The Search Advertising project establishes a foundation for future advertising efforts with a focus on lead generation, brand awareness, and conversion optimization.

This project creates an effective campaign structure for generating leads, tracking ongoing program performance, and providing ongoing optimization. This structure will be developed based on your industry’s best practices.

Throughout this project, we monitor campaigns and make enhancements to reduce the cost per conversion and stay ahead of the competition, helping you gather more leads in a more cost-effective manner over time.

Getting your advertisements professionally designed according to your business’s visual branding strategy can increase the performance of this project.

Please note that it is common to run more than one Search Advertising campaign simultaneously and doing so may increase the performance of each campaign; however, we always recommend starting small and scaling as you see results. Our team will recommend the number of campaigns based on your needs and industry best practices

impact
project considerations

Considerations

Consider the following as you begin this project. Our team is happy to collaborate with you on the best approach.

  • Has your business used search or display advertising efforts before?
  • Do you have a Google Ads account?

Tailored To Your Business and Industry

Every brand is different. We believe that marketing should be highly-tailored for each brand. Since our team works with a wide range of industries that targets a variety of audiences across many markets, samples of our team’s work will convey an approach that is dramatically different from the approach that we would take for your brand.

We work closely with every new member to document their business’ unique visual branding and messaging approach prior to conducting any work.

Click here to learn about our team’s industry-specific strategic approach.

Project Phases

Our team will execute this project in defined phases and we will keep you updated on progress within each phase of development, giving you the ability to provide feedback, direction or collaborate with our team throughout every step of the process.

1) Access Coordination and Strategy

During this initial phase, we will review the Member Profile, project details, and project considerations. We will also log in to your Google Ads account, if you have one, and assess previous campaigns, or we will create a new account. If there were previous campaigns, we will note any high- or low-performing campaigns for keywords and tactics to use or avoid later on.

At this phase, we will clarify any details with you, if needed. Our team will also begin developing the program by creating the campaign, ad groups, ad copy, keyword targeting, and goal conversion tracking according to your business’s needs and advertising best practices.

2) Strategic Program Overview

During the next phase, our team finalizes and presents the advertising campaign to you, and provides you with the opportunity to provide feedback before we launch the campaign. During this process, we use previous campaign notes, if any.

At least one week after the presentation, we launch the campaign and provide you with another update.

Once the campaign is launched, we monitor and manage it, making enhancements according to the data.

3) Recurring Monthly Updates

Once the initial campaign is live and performing as expected, our team shifts into a recurring optimization and maintenance program. On an ongoing basis, we will monitor the campaign and adjust it according to changes in the competitive landscape. We will send you at least one monthly update that includes the following information:

  • Campaign performance data
  • Broad overview of what is working and what is not working
  • Campaign optimizations made in the past month
  • Campaign optimizations that are planned for the future

Our team works as a fluid extension of each of our member’s businesses by developing strategies and executing projects in whatever capacity is best for their unique needs.