PPC Packages

• Implemented in a total of 6 x 3.5 hour sessions spread over 8 weeks from the start date
• Covers all advert reporting so you can see which keywords generated your extra sales
• All files (competitor, keyword and ad research, schedule and reports) shared in Dropbox
• Targets up to 5 products or services with specific campaigns and ad groups for each
• Bid adjustments to target preferred device types, days or times of the week and locations
• Advert copywriting using best practice methods to generate high click-through rates
• Ensures 3 rounds of ad split-testing to refine your ad wording to achieve optimum clicks
• Provides conversion tracking and landing page design advice for your web developers
• Covers all the research, building and optimisation required for 2 months of advertising
• Guaranteed to increase targeted search traffic or sales lead conversions from Google

• Pay half before session 1 and half on completion – all tools paid for by Albion and no VAT to pay
• Requires at least 30 mins input from your team during or after each session to approve our work
• Requires access to your Google Analytics and permission to create your Google Ads account
• Thought not essential, it is recommended that your site contains tailor-made product pages or specific landing pages (with highly visible lead acquisition forms that redirect to trackable “thank you” pages when submitted). This allows us to optimise your advertising campaigns to maximise leads and sales conversions

Phase 1 – Planning – Product research and mapping, information gathering and account creation
Phase 2 – Setup – Campaigns and Ad Groups creation, conversion tracking setup and configuration
Phase 3 – Keywords – Keyword research and bidding, initial negative keywords and bid adjustments
Phase 4 – Ad Creation – Competitor research, ad extension creation, ad copywriting and activation
Phase 5 – Optimisation – Initial click data review, bidding amendments and ad wording optimisation
Phase 6 – Refinement – Ad split testing, bid adjustments, negative keywords and final rebidding
– 2 days of account setup done within 2 weeks, allowing 2 half-day sessions to be split into as many rounds as possible of keyword bid refinement and ad split testing over the following 6 weeks

1. Planning – Product research and mapping, information gathering and account creation

• Planning the best strategies to suit your business and generate the paid search clicks most likely to result in leads and sales conversions on your site. Identifying how your advertising budget would best map to your products and services
• Creating shared Dropbox folders to host work files, research documents and results reports – so you can access all campaigns information, strategy plans and schedules at any time during or after your search network advertising campaign creation
• Compiling all the relevant questions your team should answer in order to ensure we can build the campaigns in a way that most effectively targets your main search markets, the type of search queries they use and their general browsing habits
• Requesting access to view your existing Google Ads account or create a new one in your existing Google account (so you’ll always have full control in the future) and associating it with your Google Analytics to import your ad data

2. Setup – Campaigns and Ad Groups creation, conversion tracking setup and configuration

• Creating new campaigns for each group of products you want to advertise and then creating individual ad groups inside each campaign (so that each specific collection of related keywords triggers a highly relevant ad)
• Configuring each campaign to target your desired countries, cities or postcode regions. Setting each to use Google’s search network only or to include their search partner sites. Setting budget and ad rotation options for each campaign
• Ensuring each campaign’s set of ad groups have a default bid and the required bid adjustments for different devices, locations and times of the week (i.e. you may not want to advertise on the weekend or out of office hours)
• Setting up goal conversions in Google Analytics and importing them into your Google Ads accounts – so we can see which keywords, ads or targeting methods generate the most leads from your contact forms or sales from your product pages

3. Keywords – Keyword research and bidding, initial negative keywords and bid adjustments

• Gathering initial keyword data to get a comprehensive view of the average cost per click and monthly search volume of potential target keyword phrases, then using pro PPC tools to discover similar, cheaper high-volume keywords
• Creating default ad group level and bespoke cost per click bids for every keyword phrase we want to advertise on, including higher bids for exact and phrase match types and lower bids on modified broad-match keyword phrases
• Uncovering the negative keywords that appear in search queries used by those who are not interested or ready to buy your product – such as “free”, “reviews”, “videos”, “worst”, “scam” and many more budget-wasting words
• Creating bid adjustments that increase or decrease default keyword bids depending on how likely users are to convert to a sale, their location, the time of the day or day of the week and the device type they are using

4. Ad Creation – Competitor research, ad extension creation, ad copywriting and activation

• Using sneaky professional pay per click tools that allow us to take a peek at your search advertising competitors’ ad wording and uncover which phrases are doing the best job of generating clicks and sales
• Incorporating your products’ benefit points and features into ad copy, including marketing psychology copywriting and best practices to catch your customers’ attention, create desire and call them to action via your ads
• Making your ads bigger and more impressive than your competitors’ ads by creating ad extensions that illustrate your key products and services, add links to your other web pages, or add your phone number to your ads
• Ensuring each ad group contains only ads that strongly reflect the searcher’s query and intent – by wording your ad’s titles and descriptions in a way that answers their query or indicates that your product solves their needs

5. Optimisation – Initial click data review, bidding amendments and ad wording optimisation

• Studying the first few days and weeks of paid advertising click data, including the keywords that generated most clicks, the average cost of those clicks and the figures relating to which ones generated sales
• Feeding the intelligence gained from our click data review back into Google Ads by revising our choice of keywords, ensuring none of your budget is being wasted by off-target search terms, customer locations or devices
• Adjusting the amount of money we are happy to pay for clicks on each keyword phrase we are bidding on – to ensure our ads are visible at the top of Google’s search results and to send budget to the best-performing keywords
• Ensuring each ad group has at least 2 alternate ads running at the same time – so we can collect the click data and work out which initial “best guess” ad gets the best click-through and conversion rates

6. Refinement – Ad split testing, bid adjustments, negative keywords and final rebidding

• Having optimised the wording of your initial set of ads in each ad group we further refine them by pausing the worst performing ads and making variations to those that performed best in a series of split tests
• We discover if your cheapest sales conversions come via mobile, tablet or desktop devices. If they come from particular locations or during office hours or at night time – then we adjust bids accordingly to get you optimum ROI
• We review every search query used to trigger your ads on an ongoing basis and identify negative keywords and expensive keywords that never seem to convert, then we ensure you don’t waste any budget on those words ever again
• Rather than aiming to have your ad displayed in the top position in Google’s results (where cost per click can be sky high), we rebid so you enjoy the optimal position that generates the most clicks and conversions for your budget