The WSP PPC Philosophy &
Procedural Best Practices
New account startup & account transitions
The goal of any account is to deliver the greatest amount of traffic that converts according to a client’s goals. In order to meet this objective, we must ensure an account is built on best practices at all levels and is organized in a way that allows for the strongest decision making possible in managing the campaigns.
Whether starting from the ground up or assuming management of existing work, we will get your account optimized and poised for growth while minimizing disruptions to your current successes.
Management best practices
Managing a PPC campaign requires multiple strategies and levels of detail depending on the variables of each client’s brand and products or services. We manage every campaign to the keyword level where appropriate, and to a site placement level or ad group level for display campaigns. While much is made about position bidding, ROAS bidding, tracking “engagement” or many other ways to measure success, we do not proscribe to any one-size-fits-all approach.
Long-tail versus Head Keywords
We are often asked about the importance of long-tail versus head keywords. Developing keywords from the head vs. long tail takes about an equal amount of effort/time. While the long tail is an indispensable component of the strategy and often coverts better, campaign growth can stall if the head of the keyword curve is ignored.
Testing: Data driven + expert analysis = Action
Once keyword research has been exhaustively conducted and the best practices are in place for an account, testing represents the ultimate opportunity. Bids can be adjusted and based on seasonal changes, visitor behavior, website performance, and more, but successful testing of all campaign elements is the only way to ensure long lasting success in PPC.
Analytics and reporting – Your Digital Dashboard
We believe data is a critical part of managing a PPC campaign but without a clear philosophy for interpretation, the data itself is meaningless. We bring together the goals and objectives of our clients and the wealth of data provided by proprietary tracking and reporting tool to create a clear picture of where success lies and where opportunity remains. This becomes the strategic direction for the PPC managers to make regular, progressive improvements to an account.
Emerging technology: Our world doesn’t stand still
The Internet is never at a loss for something new. Advertisers today are regularly bombarded by the next new thing that will sweep over marketing as we know it. While we embrace every new opportunity and, as one of the limited number of agencies with Google Agency team support, we are often Beta testers for new Google products, we owe it to our clients to pursue only those opportunities that are in their best interest.
Summary
In the end all of our processes are designed to continually improve an account and deliver not just higher returns, but an increase in the volume of sales and success year after year. We will not do anything rash or swing our strategy back and forth quickly to chase fleeting moments or strange data outliers. At WSP, ours is a process of constant, measured improvements that generate lift year after year. And our clients would have it no other way.
WSP – data driven decision making by talented specialists
For more information about how our blend of innovation, expertise and disciplined, proven process can help your company achieve the optimum results in its online marketing suite of strategies, please give us a call at 800-450-2818, ext. 203.
(800) 450-2818