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TYPICAL USER CAMPAIGN ON "AUTO PILOT"
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TYPICAL PROFESSIONAL CAMPAIGN
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TYPICAL NET GRAVITY CAMPAIGN
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| Keywords |
Very few relevant keywords. |
Hundreds of keywords, however many might be irrelevant keywords. |
Thousands of laser targeted keyword phrases reflecting specifically what you are offering. |
| Target Market |
All of Canada, or even worse the globe...
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Geographically targeted ads that only show up where your target customers are. |
Geographically targeted ads that only show up where your target customers are. |
| Scheduling |
No Scheduling
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No Scheduling
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Scheduled Ads that only show up when customers are buying (think: fine dining restaurant at 4am?)
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| Impression Share |
Low Impression Share
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Medium Impression Share
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High Impression Share
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| Conversion Rates |
Low Conversion Rate
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Medium Conversion Rate |
High Conversion Rate |
| Cost Per Conversion |
High Cost Per Conversion |
Average Cost Per Conversion |
Low Cost Per Conversion |
| Lost Impression Share |
No idea why losing impression share |
Should be able to tell you why you're losing impression share. |
We can tell you exactly why you're losing impression share. |
| Bidding Option |
Automatic Bidding (think: giving a fox the key to the hen house!) |
Manual Bidding
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Manual Bidding |
| Budget |
No limits on spending. |
Limits on spending, but budget is set too high to accommodate wasted keyword spend. |
Limits on spending to maximize opportunity and minimize waste.
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| Budget Cap |
Consistently hitting budget cap (or not at all, indicating a very poor campaign)
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Consistently hitting budget cap |
Raising budget caps just enough to accommodate growth |
| Position Preference |
Blanket position rules. |
Blanket position rules. |
Individual position rules, some keywords perform well and others will not and they need to be bid down and potentially eliminated. |
| Delivery Method |
Staggered budgets throughout the day. |
Staggered budgets throughout the day. |
Laser targeted budget to the highest converting times of the day. |
| Ad Delivery |
Lets Google handle ad delivery ratio, consequently making decisions with incomplete information. |
Lets Google handle ad delivery ratio, consequently making decisions with incomplete information. |
Ads are shown evenly. |
| Networks |
Search network intent is explicit - display network is NOT. Both channels are not being utilized properly. |
Both channels might be utilized properly. |
Search Network and Display Network are both utilized properly. |
| Devices |
Ad copy does not reflect the user's device. |
Ad copy does not reflect the user's device. |
Ad copy is targeted to user's device (think: if user refers to your product as an "app" you had better call it an app!) |
| Clickthrough Rate |
1% or less. |
Less than 3% |
Above 3% |
| Average Position |
Position 1 or at the very bottom. |
Position 1 or at the very bottom. |
Most profitable position, position 1 is often not the profitable "sweet spot." |
| Quality Score |
Poor Quality Score |
Poor Quality Score |
High Quality Score |
| Overall Campaign Structure |
Poor |
Poor to Average (most PPC companies don't know what they're doing!) |
Excellent |
| Ad Group Segmentation |
Large clusters of keywords within each ad group.
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Large clusters of keywords within each ad group.
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Highly segmented ad groups with very few keywords per ad group. |
| Match Types |
Reliance on broad match (very dangerous! Broad match is meant to be a "tool of discovery") |
Narrow Match |
Narrow Match |
| Ad Copy |
Poorly thought out and irrelevant ad copy. |
Generic and mass produced ad copy by poorly paid staff. |
Well thought out ad copy that resonates with your target market, maximizing click thru rates. |
| Tracking |
No tracking, no real idea whether campaign is working or not besides looking at sales figures for the month. |
Conversions are tracked. |
Conversion is closely tracked and steps are taken to ensure conversion rate is high. We're obsessive about conversion! |
| Landing Pages |
Is your traffic being sent to a poor landing page? The best PPC campaign in the world will fail if the website traffic is going to is terrible! |
Will send the traffic to whatever website you might have, even if the website is unlikely to convert. |
We will ensure your landing page is professional so that your PPC campaign has the best chance to convert visitors into customers! |
| Bidding Strategy |
Bids not being adjusted on a regular basis. |
Bids are rarely adjusted (if at all) |
Bids are constantly adjusted based on past and predicted performance. |
