Our Digital Solutions
Pay-Per-Click Strategy (PPC)
PPC Management
Creating successful paid search campaigns is an art. It takes creativity to compose compelling ads, an analytical mind to make sure they appear in the right places and deep strategic knowledge to create a relevant landing environment.
Digital Monetization Strategy
Client Performance KPI’s & Expectations
We are strong believers that if we don't have a clear and tangible understanding of what our clients would like us to achieve, we will never meet their expectations.
Establish USP’s & Commercial Strategy
Knowing our clients’ expectations and campaign KPIs helps us make sure our campaign optimization decisions are in line with the client's commercial strategy. There is no point spending time and effort on getting great results in a category that is not important to you. Here are some examples of the things we consider:
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Some products or services may deliver higher margins and therefore need prioritizing.
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Our client may be renowned for a particular product/service making them easier to market.
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Our client may want to introduce a new product or service and assign a separate budget and KPIs to break into this market.
Understanding our clients’ USPs is essential when we create ad copy and landing pages that stand out. Knowing what makes our clients special helps with keyword ideas, landing page relevance and to distinguish them in the marketplace.
Establish Target Demographics
How important are demographics for a paid search campaign? As social media becomes more important, demographic targeting is becoming more widespread, as the main targeting options on social networks are all demographically based. Identifying your target demographics and gearing your campaign towards them is an important element of success in PPC.
Establish Tracking & Analytics Requirements
Maintaining continuity of data is extremely important. We are fully aware that we will be benchmarked against historic data and therefore invest time to establish how things have historically been tracked and reported. We then agree how we are going to track conversions, revenue & ROI going forward.
Keywords Selection
Our starting point for keyword generation is defining a list of keywords. To generate a keyword list we:
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Review the site and existing keyword list and look for obvious gaps.
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Use keyword tools.
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Ask the client for a list of internal search queries.
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Use our page-scraping tool to identify keywords being used by competitors.
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Ask the client to provide a full list of products.
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Use the Opportunities tab within an existing Google account.
Once we have a list of keywords we then add each keyword to its own ad group.
Audit Existing Account
When taking over an account we always conduct a full audit. This often reveals some quick wins and helps us prioritize our approach. The main components of this audit are:
Structure
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Account structure and naming convention
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Keyword match type strategy
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Use of routing negatives
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Approach to mobile
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Approach to the GDN
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Granularity of ad groups
Campaign Performance
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Non-converting keyword spend analysis
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Budget Management / Impression share
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Converting keywords CPA < Target
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Paused keywords where CPA < Target
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High CPA keywords
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High Spend No Conversions keywords
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Low position converting keywords
Optimization
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Search query report (mining opportunities)
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Ad Copy Relevancy
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Landing Page Relevancy
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Review negatives, too restrictive keywords
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Duplicate keywords
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Opportunities for new keywords
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Local Campaign / Geo-targeting Opportunities
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Change log for frequency & volume of changes
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Disapproved Ads
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Opportunities Tab
Campaign Settings
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Locations
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Languages
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Distribution
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Devices
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Bidding Option
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Position Preference
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Delivery Method
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Ad Extensions
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Ad Scheduling
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Ad Rotation
Display Network
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General structure
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Negative analysis
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Keyword / Theme Analysis
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Spend and Conversion Analysis
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Site Exclusion Opportunities
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Ad Copy / Banner Creative Opportunities
Competition
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Competitors bidding on brand
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Product / Service Differences i.e. price
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Ad copy strategy
Creation & Implementation
Creating Ad Copies
There are 3 main things we do when writing ad copy:
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We ensure that the keyword for the ad group is contained in the ad copy.
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We ensure that there is a call-to-action in the ad copy wherever possible.
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We establish whether the ad copy needs to qualify the traffic before hitting the website.
Creating or Allocating Landing Pages
Whether using a main portal or a specific campaign site; we spend a great deal of time and effort ensuring that we deliver PPC traffic to the most relevant content within a site. Where searchers end up when they click on one of your ads is an extremely important component of the PPC campaign and can have a dramatic effect on the results achieved.
We often find the main goal of a PPC campaign cannot be fully realized by our clients’ main websites. Most company websites today have numerous agendas which all need to be catered for. They end up delivering a confused message. So we often create sales-focused campaign sites specifically designed to receive and convert PPC traffic.
Optimization & Testing
Campaign Performance
Having a deep understanding of the campaign metrics, how they relate to each other and how they can be positively be affected is imperative. When analyzing the performance of a campaign it is often evident which metrics need to be targeted for improvement; however, taking the appropriate action to positively affect these metrics is the key to proficient and profitable campaign management.
Keyword Performance/Bid Management
Keyword performance and bid management are a fundamental component of PPC management. When analyzing a campaign’s performance, we divide all of the keywords into two main categories and then into sub categories. The category a keyword falls into gives a top-line indication of what action should be taken through campaign management.
Landing Page Testing
Blue Frog Digital is dedicated to analytics and optimization, combined with our highly capable in-house design and development resource. We are able to provide our clients with a highly effective optimization service encompassing strategy, design, development testing and persistent refinement.
Ad Copy Testing
To create our control we often do multi-variant tests. We create two variants on each of the lines within the ad copy. We then mix and match to create 16 versions of the ad copy, still taking into account all of the principles and best practices outlined above.
We then compare all ads against predetermined parameters. Once the most successful ad is identified, we then select it as our control and conduct A/B testing on an ongoing basis to optimize the performance of the ad copy.
Reporting
Site Performance Analytics
All the work that goes into growing and optimizing the traffic generated by a PPC campaign is only half the job. Post the click is just as important if a campaign is to achieve maximum return on investment. We meticulously analyzing the user journeys and wherever possible we try to share our insight with our clients.
Test Results
Test, analyze and refine. It's our core methodology and it consistently delivers results for our clients. Regular testing helps to highlight potential efficiencies within a search campaign and is a key feature to building the short, middle and long term strategy of a client campaign.
As part of our account management service, we offer thorough reporting on our tests. This includes all objectives, metrics, results and conclusions, giving our clients useful insight so they can make educated decisions about how to best use their PPC investment.
Competitor Intelligence & Analysis
We look at our clients' competitors in great detail. We examine their Google Merchant Centre feeds, product reviews, natural search results and rankings, and social campaigns including viral and other videos. This helps us gauge what you need to focus on to take hold of your share of the marketplace. This analysis will also help you in setting up your PPC activity and also later broaden your activity through other channels.
PPC management, actively monitoring new competitors, maintaining your own brand terms above other competitors, as well as ensuring your ads appear against competitor terms will ensure you can maximize your exposure on the paid search landscape. By keeping abreast of industry themes and maintaining offers that are equally competitive you can ensure you get the optimal volume and return from your investment.
Campaign Performance Metrics
Understanding how your search metrics are performing is the key to ensuring campaign success. As well as clear reporting on impressions, clicks, CPCs and onsite conversion, we also report on your campaign CPA so you can fully understand how your business is performing. Amid the indicators we watch, the main ones are:
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CTR
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Average CPC’s
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Impressions Cost
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CPA
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Average Position
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Conversions
Account Management
Keyword Raw Search Term Mining
When developing a campaign, it is essential that keyword mining is carried out on an ongoing basis. By regularly reviewing the raw search terms, new opportunities are created in your keyword portfolio, highlighting new opportunities for the campaign, as well as specific areas of the campaign that may need further attention.
The process also establishes where irrelevant traffic - and therefore cost - is coming from. The habit of introducing negative keywords at ad group or campaign level eliminates this risk. It ensures a much more efficient account with relevant traffic landing on relevant pages and ensuring your budget is optimally allocated to the right keywords.
Disapproved Ads Management
Paid Search ad copy can be disapproved for several reasons. These include incorporating trademarks, using incorrect symbols or punctuation within the ad copy, linking the ad copy to a website and much more. Blue Frog Digital understands the advertising policies that Google and other networks have. We are in constant communication with these networks, and this allows us to put special requests and investigations to them.
Zero Impression Ads Management
Keywords which have received no impressions - zero impressions keywords - could indicate misplaced negatives, disapproved ads, not bidding high enough in a competitive landscape, low quality score, or simply no users searching the keyword term. We start by investigating negative conflicts, disapproved ads and low bids.
Improving or changing the landing page can improve quality score, but low search volume cannot be influenced. Removing these keywords can make the account easier to manage and less cluttered.
Zero Click Ads Management
Zero clicks, if the keyword is showing impressions, could indicate you have a low average ad position and your max bids aren’t high enough. If your ad is not relevant to the user’s keyword search term, it will reduce the likelihood of a user clicking on it.
Increasing your bids will increase your ads average position and changing the ad text to be more relevant will improve the chances of a user clicking on the ad after seeing it.
