In this stage, we work with you to identify desired outcomes and determine product and/or service priorities. If you’ve engaged in ads previously, we will conduct an exhaustive review of prior performance to ensure we don’t repeat past mistakes that you’ve already paid to learn. Referencing this information, we leverage our proficiency in Google's Search, Display, and Shopping Ad Networks to identify optimal ad placement and then define the most effective bid strategy to achieve desired outcomes. For eCommerce, Target ROAS could be suitable, while a service-based business might benefit from Target CPA. For brand keyword targeting, Target Impression Share is what Google recommends as the best bid strategy. Simply put, success is contingent upon making informed decisions during the planning phase.

In this phase, we ensure everything is in place at the account-level to begin running your campaigns and initiate the construction of these campaigns. This entails setting up account assets (callouts, sitelinks, images, logos, etc.) and integrations (Google Analytics, Google Search Console, etc.) as well as confirming the tracking and attribution of conversions (creating conversion actions, implementing the data layer, and testing). This must precede the launch of campaigns.

Once we’ve identified desired outcomes and chosen the ad networks, campaign types, and bid strategies most likely to achieve them, we proceed to building your campaigns and launching. To ensure full deliverability of campaigns, we monitor ad status, asset eligibility, and other indicators.

Once a campaign is initiated, Google's machine learning starts a phase referred to as the learning period. During this interval, campaigns often fall short of their potential as Google's algorithm hasn't yet gathered sufficient data to discern effective strategies. This learning period generally spans around 5 days. Subsequently, a further 14-21 days of data collection are usually needed to draw out insights that can turn the campaign profitable. Hence, patience is essential during the initial stages of a campaign.

Obviously you're purchasing clicks and conversions. But you're also purchasing valuable data. This data will provide valuable insights into what strategies are successful and which ones aren't, informing decisions that can be made to improve results. For example, actionable data showing performance differences in conversion rates and costs across factors like keywords, ads, demographics, locations, campaign types, audiences, and more. As the less effective approaches become apparent, we will leverage account optimization tools like bid adjustments and negative keywords to decrease spending in low-performing areas and boost spend in high-performing areas.