Ad Program

The genesis of successful search marketing is keyword research. During the keyword research process, we identify all keywords relevant to your business and categorize them by intent, difficulty, average cost per click, & more. The product of this process is your Keyword Planner -an exhaustive list of the keywords relevant to your business and most likely to convert cost-effectively. These are your priority keywords.

To beat the competition you must understand your competition. Now that we know your priority keywords, we analyze the websites currently bidding the most for these keywords to develop a comprehensive understanding of the competitive landscape we'll be operating in. We analyze the keywords from your priority list that they're bidding the most on, the ad networks they're bidding for these keywords on, and the ads they're running on these ad networks.

Knowing your priority keywords is important, but equally important is knowing who is searching them. We leverage multiple tools at our disposal to generate your Key Personas -a list of people mapped by demographic and behavioral attributes. By building your business's customer archetypes, we can isolate their conversion catalysts -the things most likely to catalyze a conversion for them (e.g., money, value, quality, convenience, etc.).

All ad platforms have defined policies that your ads must comply with. Failure to comply can result in ads not showing, showing but with restricted visibility, or even account suspension. We monitor the initial rollout of campaigns and ads and ensure no issues limiting visibility or performance exist.

The "Learning Period" is a 5-day period during which the smart bid strategies and machine-learning-fueled pattern-recognition capabilities of various ad platforms calibrate to your campaign settings, user actions, and the competitive environment in which your ads are placed. We monitor the learning period closely to confirm everything is working and the ad system is learning.