Objective

Identify critical areas for growth in your account and outline the specific actions we will take and what the impact will be. After an online review, you will receive a copy of the audit to review with your team during your decision process to become a MARTEC360 client.

The Audit of your account includes:

Historic Performance and Current Trending

Conversion tracking verification

  • AdWords conversion tracking
  • Google Analytics tracking
  • Conversion window (time from click to conversion)
  • Measured metrics vs. account objectives

Market Expansion – Keyword Coverage

  • Product catalog integration
  • Competitive gap analysis
  • User generated search terms

Google Magic – Influencing Quality Score at Scale

Historic Performance and Current Trending

Account Architecture Review

  • Campaign structure
  • Ad Groups structure
  • Mobile performance
  • Visitor profiling and remarketing for search/shopping
  • Ad extensions

Bid Analysis

  • Ad spend allocation vs Ad revenue performance
  • SKU and keyword level keyword spend/revenue analysis
  • Bid adjustments for Mobile and Remarketing
  • Specific Keyword Recommendations

Best Practices, Cost and Time Analysis

Objective

Review implementation requirements with an AdWords specialist and transition your account to MARTEC360’s new granular campaign structure.

Activities for This Phase Include:

Execution of Agreement

Kickoff Call with Client Success Manager

Search: Campaign Build Out and Structuring (risk minimization objective)

    • Structure account to gain actionable data:
      • Campaign Structure
      • Ad Group Structure
    • Keyword inclusion (current keywords + converting terms from Search and Shopping history)
    • Negative keyword review and expansion
    • Ad copy
    • Carry historic performance data into new campaign

Re-marketing for Search and Shopping

  • Tag profile review and adjustments

Shopping

  • Feed quality review and adjustments
  • Campaign structure
    • Product Group Structure
    • Ad Group Structure
    • Product Listing Ad optimization plan

Review of Ad Extensions and Best Practices

  • Sitelinks
  • Call Extensions
  • Review Extensions
  • Callouts
  • Location Extensions
  • App Extensions

Google Analytics/AdWords Tracking Adjustments (if any)

Objective

Minimize risk when transitioning to new campaigns and new management; the launch process focuses on conserving volume while keeping costs under control.

MARTEC360 will rebuild granular campaigns based on previous keywords, ad copy, landing pages and using your historic performance metrics to set cost per click limits. Your previous campaigns will be paused (as a type of insurance policy) and the MARTEC360 campaigns will be activated.

The Following Activities Will be Constantly Monitored by MARTEC360 During this Phase:

Performance Analysis and Priorities

  • Overall spend level (click volume)
  • Achieve comparable click volume
  • Achieve comparable spend volume
  • Achieve comparable revenue/conversion volume

Cost/Revenue Ration Analysis

  • Account and keyword level
  • Conversion window analysis

Data Collection Levels in New Granular Campaign

  • Percentage of keywords with performance data determines time to performance

Keyword and SKU/PLA Level Performance Analysis (before/after)

  • Analyze by match type
  • Analyze by Device (mobile vs desktop)
  • Analyze by keyword origin

Initial Application of Data and Launch of bot

Initial Performance Status Review(s)

Objective

Adding new features and components to the campaign to drive growth and manage costs. Once the performance of the new campaigns has stabilized, activities to ramp up the growth are initiated.

Activities Include:

Expanding Your Market

  • Keyword expansion from product catalog
  • Keyword expansion from Dynamic Search Term Insertion (DSTI) for Search and Shopping
  • Expanding Google Shopping feed
  • Mobile segment analysis and execution

Tracking

  • For eCommerce: capture Profit/margin from accounting/ERP
  • For Lead Gen: capture changes in lead status from CRM system
  • Mobile tracking analysis (iOS vs Android)
  • Remarketing Lists for Search Ads (RLSA) analysis and execution

Bidding

  • Keyword level bidding by match type for Search
  • PLA level bidding for Shopping campaign
  • Bid modifiers for Device and Re-marketing (for Search and Shopping)
  • Placement specific bidding for Display campaigns

Objective

Take advantage of the foundation that has been laid to build long term growth. Your account manager will work with you to prioritize activities unique to your situation and craft a strategy to drive continuous growth and remain highly competitive.

Activities Include (but are not limited to):

Interactive Cycles

  • Google changes and new features
  • MARTEC360 changes and new features

CTR Activities

  • Ad extension best practices and testing
  • Exact match focus
  • Ad copy A/B testing

CR Activities

  • Optimize for results
  • Deep linking
  • CR optimization analysis

Reach Activities (Keywords and PLAs)

  • Dynamic Search Term Insertion (Search and Shopping)
  • XML feed from product catalog
  • Manual keyword research
  • Negative keyword insertions
  • Competitive gap keyword sourcing

Bid Adjustments (dimension, modifiers, elasticity)

Best Practice Reviews

Performance Dashboard