Detroit PPC Agency

There are two parts of our PPC management cost structure:

1. 1. At the start of every Paid Advertising Campaign, we charge a one-time setup fee. The PPC setup fee varies on the amount of work needed to set up your campaign. For example, a nationwide Online Store with a PPC budget of $25,000 requires extensive research as opposed to a local Painting Company with a budget of $1,000. For an estimate, please contact us. 
   2. The monthly PPC management fee covers the work needed to run the campaign. Our monthly payments are based on your budget. We charge $500 or 15% or your monthly paid marketing budget, whichever is higher. 

PPC Campaign Audit

The campaign audit is an A-to-Z review of a current Google or Bing Ads account and any active campaigns. The audit reviews:

• Google and Bing account settings
• The structure of campaigns
• The structure of ad groups
• Keyword selection and strategy
• Ad text
• Landing pages
• Tracking 

PPC Keyword Research

A critical step which covers:

• Target audience 
• Relevance
• Geographic keyword selection
• User intent
• Negative keywords
• Cost per click (CPC) analysis of individual keywords
• Search volume for single keywords

Keyword research is complex and requires a great deal of skill and experience to perform correctly. Keyword research helps new PPC campaigns generate new leads fast. 

PPC Competitor Research

Your competition has a lot to offer, we analyze the data and put all of their best strategies to work for you. 

We use a variety of online tools to research:

• Which keywords your competitors are targeting
• Ad text competitors are using and testing
• Landing Page layouts

Starting a PPC campaign without research is like jumping into the deep end of a pool without taking swimming lessons. Preparation is key to a successful PPC ​, and we have the data to ensure that your PPC campaign launches on a solid strategic foundation.

Business Goals

• Determine the primary goal of your PPC campaign. Is it to drive sales leads, generate e-commerce revenue, create brand awareness, etc.?
• Specify the products and services to promote.
• Define the budget available for the campaign. 
• Determine the priority of products and services based on budget.
• Establish business metrics to evaluate results. Important items to define:
  • Cost-per-lead data for other online and offline marketing campaigns
  • The average value of a lead
  • The average cost of a sale
  • Lead-to-sale percentage
  • ROI 
• Review competitor PPC strategy and tactics to establish benchmarks.
• Set your geographic service areas.
• Define offers and promotions for the campaign.
• Analyze legal issues such as text usage restrictions, keyword usage restrictions, and copyright issues.

Budget

• Determine how many keywords can be targeted, using average CPC data. You cannot spread a budget too thin, or your ads will go offline. 
• Determine keyword match type. If your campaign budget is limited, using highly targeted, exact match keywords may be the winning strategy. With larger budgets, testing of broader match types may yield positive results.
• Consider keyword intent. With larger budgets, campaigns should test more generalized keywords.
• Consider ad scheduling. With a low budget, running ads during regular days or times may not be possible. 
• Consider location targets. A smaller budget may support ads only in one state, whereas a larger one can comfortably cover a region or the entire U.S.

Intent

• Can your keywords be grouped into different levels of conversion intent?
• If so, with which groups will you start your campaign?
• Can the campaign scale with these groups, or do you reach a ceiling?

Geography

• Where are your customers and prospects located?
• What areas can you service?
• How are you going to target your campaign? Workable PPC options include international, national, regional, state, city, and zip code.
• Do you need location-specific keywords, such as “Chicago carpet cleaning company”?

Performance

• PPC develops over time because historical data feeds all future PPC marketing strategy decisions. 
• If a keyword receives a lot of clicks but no conversions it needs to be paused

Testing

• Always determine the goals of testing! The most important goals are almost always:
  • Increase CTR (clickthrough rate)
  • Increase CVR (conversion rate)
  • Decrease CPA (cost per acquisition)
  • Increase ROAS (return on ad spend)