Tracking – Our team will supply basic analytics tracking and conversion tracking codes for PPC, which may be added as needed. Our success depends on proper tracking, and we’ll work with your team to make sure it’s done correctly. We’d like to keep track of all relevant conversion points. Lead form conversions, eCommerce cart checkouts, and phone call conversions are all examples of this (you will need a 3rd party tracking call tracking solution, we can recommend a great, inexpensive provider if needed.)

Keyword Selection – Choosing the right keywords is crucial to the success of any PPC campaign. We believe in using a very broad long-tailed keyword strategy because it has a good impact on both cost per click and relevancy. Because conversion rates and quality will be lower for more general phrases, they will need to be bid slightly lower. The most important factor in keyword selection is the return on investment (ROI) that each phrase generates. It can take some time to determine whether a keyword is worth bidding on if the resulting business isn’t profitable.

PPC Match Types – This is where many companies fall short. They create an ad account and are baffled as to why it isn’t working. With a match type called “Broad Match,” Google makes it exceedingly simple for businesses to set up their ads. Many firms also neglect to include Negative Keywords, which we shall discuss further below. Most firms do not understand proper setup/monitoring, and Google profits billions of dollars every year from this frequent blunder.