The Paid Search Masterplan

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August 1, 2018

The Intro + Background

Elevated Conversions got hired to come in as consultants for this account. We found ourselves in a unique position when we grew a similar account very rapidly… …in doing so, we found ourselves with more consulting opportunities. We really lead the way here with strategy and setup/implementation. We also run audits of these accounts every month and do an in depth report analysis every quarter.

Planning out the little things

When we are the ones in charge of setting up accounts, we make sure things are 100% transparent and everyone plays in the same sandbox…but someone internally, or consulting is controlling the access levels and data governance; that’s so important.

Let’s not forget the Data Layer. We ♥ the Data Layer.

Keyword Research

Next up is the all important task of keyword research. This is something that you simply can’t cut corners on. Yes, there are a lot of tools out there to help, Keywords Everyone, Moz, Ahrefs, SEMRush, etc. That doesn’t take away from the work you need to put in to comprehensively figure out the best strategy given the budget, and the actual real life goals of the client.

The Paid Search Master plan

SEARCH NETWORK
DISPLAY NETWORK
YOUTUBE
FACEBOOK

This is obviously our #1 market to start with. We know that this is what we are going to spend the most on, and we know this is where the buyers are. This is what the agencies get paid the big bucks for – and our role here is to make sure we start off with the best strategy possible. In general, our goal is to stay under $20/VDP View (Vehicle Display Page View), for new vehicles, and $10/VDP View for our Used Campaign. [This is very high overview ads strategy]

This is where we catch fish that are swimming out of market a bit, and we reel ’em back in with creative, being creative We definitely don’t expect to pay as much here for VDP Views, yet we probably will see our bounce rates go up and time on page and events go up. Remember that GTM graphic of the initial setup – we created our own events so all the Vendors would use the same ones – so we are comparing apples to apples for on page engagement.

YouTube remains to be a place where we love to go shopping at the “traffic store” When you can get views, with smart placement, for $.01-$.10 at the most, its really a game. And a fun one, at that. Most people are still either too intimidated to create their own video, or don’t have a solid Consultant to help them out with what videos/scripts/ideas and offers they should be creating. We’ve tested hundreds of videos and found that the most informal ones, the ones that everyday Joes – you and I could create, convert and resonate the best with almost all of our avatars and audiences.

Last and certainly not least, the book of faces. Facebook has certainly grown up a lot with their analytics platform over the last year and a half. We thoroughly enjoy logging in to Facebook Analytics and using very similarly as we do Google Analytics (the two are quite similar when you look at them closely). We are having huge success with creating look-a-like audiences with our data we acquire from our own lists, third parties, and in market POLK Data, etc in the automotive industry. I like to place Facebook in between Google Search and the Display network. And we have our re-targeting fully automated (well, almost) through Google Tag Manager with dynamic carousel VDP remarketing ads.