Our Process - Rob Glennie Consulting

Our Process

We want to be the LAST pay per click company you ever use.

For this reason we have laid out our process to show you how we work and what you can expect. We put a lot of focus and resources on the planning and research for your PPC account. The reason most pay per click accounts fail is because they don’t properly plan and then they start spending money. 10 to 15 years ago, this approach worked because there was little to zero competition. Now almost every market is flooded so having a proven strategy to work day in and day out is a must. We would like to introduce you to our process to make you profitable.

Steps include:

  1. Initial Consultation to Set and Plan Goals

  2. Understand Your Customer

  3. Understand Your Competitor’s Strategy

  4. Landing Page Development

  5. Account Setup

  6. Account Launch and Management

  7. Split Testing Ads and Landing Pages

  8. Review The Performance and Make Adjustments

 

1. Initial Consultation to Set and Plan Goals

The initial consultation is where we find out about your business, tell you about our process and make sure we are a good fit. There are a lot of PPC management companies out there and we know we’re not right for everyone. We are a smaller, more personalized company and we like to make long-term relationships with our clients. Since we’re not a big corporation, we don’t have a set 9 to 5 schedule which means you can reach us when it’s convenient for you even if it’s after “normal” business hours. Our personalized approach means you will be working with someone who takes a personal interest in your account and who really cares about your success because your success is our success. After the initial consultation we will:

  • Understand your goals
  • Make sure we are a good fit for each other

2. Understand Your Customer

The top reason companies waste money and fail with online advertising is because they don’t understand their customer. The less you understand your customer, the more you will pay for less-qualified traffic. The main goal of understanding you customer is to know who you are targeting and most importantly who you are NOT targeting. You could be wasting up to 40% of your budget on unqualified people. The only way you know that is to be clear on who is qualified and who is not. We help you make that list.

3. Understand Your Competitor’s Strategy

When you advertise on Google you’re not going to be the only one. Those days where you can find a market that has no competition are long gone. The reason we take time to understand your competitors is because your customers are going to check out their offers. It should be obvious that you are the best choice and if it’s not, then we work on creating a better offer to make you stand out before we start advertising. Skipping this step is one of the fastest ways to go out of business. We take your offer and compare it to your competitors for:

  • Keywords
  • Ads
  • Landing pages
  • Offers

4. Landing Page 4 Second Compelling Offer

This is what you are offering in exchange for someone’s money or contact information. If you don’t have a strong compelling offer then you are losing valuable customers to your competition. You have to give people strong reasons to choose you over the competition. If you don’t, then they won’t. Most markets are flooded with advertisers and you don’t want to be one of many. Your strong compelling offer delivered in 4 seconds or less is what can make you stand out. Another way to think of the 4 second compelling offer is if you had a newspaper about your business, what would you want to be the headline? If you don’t know how to do this, don’t worry, we help you create your 4 second compelling offer.

5. Account Setup

This is where most companies start and starting here will waste your money. The account setup reflects the research of your customer and allows you to directly reach out to the best people for your business. At this point we have an in-depth understanding of your customer and your competition, so while we are advertising to the best people for your business, we are EXCLUDING the people who won’t make you money. The proper exclusion is what can make an account go from losing money to making a large profit. The ads and keywords are selected and setup for the most important statistic: conversions and then for CTR (click through rate), QS (quality score) and then by different types of grouping specific for your account. There is no limit to the number of keywords and ads in an account, because we want our clients to have every keyword and ad to match the keywords to reach all of their target customers.

6. Account Launch and Management

Once the account has been launched, we are always on point monitoring conversion rates, CTR (click through rates), QS (quality scores), bounce rates and many other variables in your account. The most significant difference between a professional and someone who “does PPC as an add on service” is the amount of time it takes (if they even catch it) to make changes in order to reduce wasted clicks and impressions and help you connect with the right people for your business to make a profit. The longer this takes, the more money and time you lose while your competitors are gaining your customers and profits. We have multiple research and management strategies along with pay per click software we can use to make sure you reach your goals quickly.

7. Split Testing Ads and Landing Pages

One of the most crucial factors of success is testing because you never know for sure what will and will not work. Testing allows you to quickly see how your offer connects with your customers and how new ideas are causing an improvement or decrease in the conversion rate. Almost all of the large, well-known companies (like Google, Amazon, and Best Buy) split test every day to see how to improve conversions. The best part about split testing is that there are no additional advertising costs because it’s on the traffic you already have. Split testing can be one of the most profitable investments you can do as a business owner because it can directly improve conversion rates and put money directly into your bank account. We test multiple compelling offers in the ads and landing pages to find the right combination for you.

8. Review The Performance and Make Adjustments

We look over the goal and the actual performance of the account and make changes based on the actual results. The actual changes vary depending on the specific client and their goals. Everything we do with the advertising and the website is to make a connection with a customer which can result in a lead or a sale. Improvements are always being made to every account we work on. AdFicient puts just as much focus on the landing pages as we do on the accounts because the Google AdWords account only gets the attention of the right people. It’s the landing page’s job to sell the person on the product or service. As long as you have competition, you MUST pay close attention to your actual performance with the desired performance and make the appropriate changes to stay on track and hit your goals.

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