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Campaign Skeleton (Step 5: PPC Setup (Adwords + Bing) (Keyword Research…
Campaign Skeleton
Step 5: PPC Setup (Adwords + Bing)
Align on UTM Campaign Structure [decide on auto tagging]
Build out Campaign / Ad Group / Keyword Structure
Kickoff PPC Strategy Discussion & Goals [cadence with team]
Keyword Research
Keyword research [Google Keyword Tool, Ubersuggest, etc]
Negative KW research
Write at least 2 ads per Ad Group
Fill out
Account Audit Grid
(if campaigns/data already exist)
Set up Retargeting (Dynamic if e-commerce)
Set up Customer Lists + RLSA bid adjustments
Set up Google Shopping campaigns
Set up Campaign Ad Extensions
Set up Optimization Calendar
Set up Google Search Console
Step 2: Client Communiation
Determine call and reporting cadence
Call preference: 2x calls a month tends to be the best cadence in my experience due to size of updates and time for us to execute
Reporting preference:
automated daily dashboard
so the customer can see everything on a daily basis
Define real time communication preference: Slack or Email
Determine ROI, budget, revenue goals & other core goals
Set up invoice system + approval
Project management (should we standardize?)
Step 3: Setup Work with Client
Google Analytics setup work
1) Talk with client to see what they want to track (and give advice)
2) Install tracking
Google Shopping Feed + Google Merchant Center
FB Product Catalog + Feed Setup
Do test orders to ensure things are working
(get test credit card & test order procedure)
Shopify Setup
1) Semantics3
2) Mailchimp
Add or Audit marketing pixels
Install/fix Google Adwords Retargeting Pixel
Install/Fix Google Adwords Conversion Pixel
Install/Fix Facebook Master Pixel
Install/Fix Bing Ads Retargeting Pixel
Install/Fix Google Analytics Pixel
Install/Fix Bing Ads Conversion Pixel
Get account access to PPC & Facebook
Adwords: request the customer ID # and link to our Multi-Client Center (MCC). We will link the customer ID # in our MCC
(pmarketing@assemblelink.com
) and they will have to approve it.
Facebook:
Product Feed
Pixel
Ad Account
Page
Instagram
Google Analytics:
Admin Access
Mailchimp (or email access)
Step 4: Asset Requests
Send to Asset Intake
Establish asset cadence [get them on schedule]
Step 1: Sales Process
Contract signed
Step 6: Facebook Ads Setup
Set up Dynamic Retargeting campaigns
Import engagement, existing customers and other custom audiences into Audiences
Set up Engagement campaigns
Set up Prospecting campaigns
Set up AdStampede Rules
Build FB Optimization Calendar
FB Pixel + Install on Shopify