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The Way of SMB Accounts Search (Schedule (Phase 1: test site with Most…
The Way of SMB Accounts Search
Industry Check
Overall industry trend
Average Life time in AdWords
Other Performances like CPI and CPC
Pitch:
Average spend & CPI + competitor case
Search Account Build
KW Selection
If Reference, Use reference data
If no Reference, then follow the steps below:
B2B kws to check site performance 2. if product b2b, use specific product kws. 3. Only use bmm for sqr
Regular SQR, save Negative KWs to industry list, categorize into common ones and account lv NKs
Country Selection
inquiry conversion geo CPI
Country search trend and import volume
Creative Writing
Save each winner, along with filed name and category
Materials:
Selling points from clients as the root for creatives
write 5 variations for each components(h1,h2,descr.)
Auto Test until significant p value or max of clicks
4 at a time, test 3 fields. the winer(t test) stays. if no winner, the higher one stays
Use as many extensions as possible
Search Optimization
First of all, focus on the high spending entities
Then, 1. QS 2. SQR 3. CPA VS Impr.Share
For E-commerce site, conversion attribution will be more complex
Schedule
Phase 1: test site with Most Relevant(B2B) Keywords only - 1-4 Weeks
Phase 2: selected product keywords with SQR, keep a good QS
Phase 3: Optimize site flow with the data collected in phase 1&2
Phase 1.5|4: Gmail Ads & Display Ads Kick in
Based on actual needs, Upsell Advanced features, including languages, region, new kws|products, yt, better creative, better website
Start small, do good, win trust, then upsell
Phase 0: Tracking.
Pitch
Values we provide
Conversions at a price, new Marketing channel - Show term.
Build & Improve a good website, A new place for your customers - Long term
GA Data analysis, help you know your customers better.
Case Sharing
Successful case of the same industry
Competitors doing the same
Ask about the current situation
Current Marketing Status Quo
Talk about industry leading companies & competitors
Flow: Ask intention -> Talk about competitors & case -> What we offer, Inquiry, Site, and Data Insights -> Your needs, we will draft a marketing plan for you