What is Your Usual PPC Process to Set Up a Campaign?
At the enterprise level, setting up a PPC campaign is a structured, collaborative process that begins long before ad copy is written or budgets are allocated. It starts with a deep discovery phase to understand the client’s business goals, revenue targets, customer segments, and existing marketing mix.
We then conduct competitive and market analysis to identify gaps and benchmark performance. Keyword strategy is developed not just around volume and CPC but intent, funnel stage, and buyer persona alignment. Audience segmentation—often leveraging first-party CRM data, lookalike models, and intent-based signals—is equally prioritized. From there, we architect the account with scalability in mind: campaigns are structured to isolate performance by match type, funnel stage, or product/service category, allowing for more precise optimization.
Messaging is tailored by persona and stage of the customer journey, and is informed by brand guidelines, compliance requirements, and prior testing data.
Conversion tracking is thoroughly scoped and implemented across platforms to ensure full-funnel attribution, often involving integrations with tools like GA4, Salesforce, HubSpot, or Adobe.
Before launch, all campaigns go through a rigorous QA process—tracking, URL parameters, bidding strategies, audience exclusions, and device settings are all reviewed.
Post-launch, the focus is on rapid data validation, pacing, and establishing benchmarks, followed by systematic optimization cycles that include A/B testing, budget reallocation, and strategic scaling.
No setting and forgetting here, the program should continuously evolve based on performance, market shifts, and business objectives.
Sound appealing? Give us a call to speak directly to one of our PPC leaders: 484-960-7337.