The discovery in our campaign-based approach is a kickoff to define your target audience, what keywords they search for, and gaps that separate the campaign from maximum search engine visibility. Upon finalizing the discovery phase we’ll have enough information to progress into the next phase (Distill), focusing on research and an audit / analysis on current-state assets.
Throughout the distill phase, our crew will dig deep into user, industry and competitive research at a campaign-level. Some of the activities and deliverables will include keyword research, landing page assessments, ad creative analysis and alignment on research done to date to align with your business goals and objectives.
Upon finalizing research and getting final approval on the campaign-based strategy, we’ll proceed to implement our recommendations and expand / create campaigns, ad groups and keyword targets along with respective ad creative, landing page URLS, and protocols for measurement to ensure testing capabilities are kept top of mind.
This is the fun part! After our optimizations have been approved and built out, we’ll deploy them to Adwords, BingAds, CSEs and other platforms in scope of the program. Keyword targets, product SKUs, landing pages, and ad creative will all be pushed live and actively monitored to ensure positive returns.
To finalize each campaign we work to ensure measurement is in place and we can learn from successes or failures. By analyzing the data we’ll have insight into whether future campaigns should follow the same strategy or if a pivot is in the best interest of the program. Either way, analytics, through both quantitative and qualitative measures, will be an input into strategies employed moving forward.