Once a client is onboarded, our first step in search ad campaign design is to assess the competitive environment for search campaigns for this product or service. This is done first because it impacts several important aspects of the campaign, and potentially CRO changes to the landing pages.

We have a time-refined workflow for conducting competitive PPC research. We utilize our own methods complemented by several enterprise-level tools. During this period we familiarize with the product line, “thinking like product managers” so that we understand challenges the product or service may face in the PPC marketplace.

Advertising campaigns will drive qualified traffic to landing pages on a site, but it is equally crucial that the traffic turns into leads or sales. PPC campaigns can perform no better than the conversion rate optimization (CRO) state of the pages and sites they are driving traffic to.

For that reason, early in the process of developing campaigns we identify landing pages and analyze them, often providing suggestions for improvement. We make these recommendations early, allowing time for changes to be made while campaigns are in development.