Every engagement begins with discovery and research, where Baltoro understands as much as possible about the Client’s business (brands, target audiences, competitors, products etc.). This information then established the best paid search strategy and performance goals. Subsequently, the strategy is turned into an executable plan. Paid search is an auction based platform that, if unfamiliar, can lead to excess and ineffective spend.
Before anything is implemented, it is important to get a birds eye view of how you want your campaign structured and what goals you want to accomplish. What is your ad copy saying? Who is your audience? Where will you funnel your customer? What message are you sending? Big questions need to be asked and answered before architecting your campaign.
The most time consuming, and arguably the most important step in the process, is keyword research. What keywords will yield the right results? The consumer knows what they want. It is important for us to know how to deliver our message or our product to them. The right keywords can make or break a campaign.
Segmenting your campaign into focused Ad Group allows for extremely targeted advertising. Ad groups can be broken up by product, service, location, previous customer, and everything in between. If an ad group is correctly segmented, conversions increase.
If you target the right consumer at the right time, it is important to show them the right page. Landing pages are integral. The consumer will see an ad and the ad needs to correlate directly to the page they are funneled. This allows for a clear user experience. A clear user experience leads to a better conversion rate and customer rentention.
Without data, our efforts to increase revenue or traffic is useless. Data shows us the behavior of your consumer. Tracking their behavior allows us transparency to see what works and what needs optimization.