by Diane Lovine
The account managers at 99 Calls understand the importance of taking the time to work through each stage on their Google Ads accounts. The team has identified five unique stages that we guide accounts through as we strive to optimize results. Understanding customer goals and targets sets the course. Continually working to improve Ad performance yields high lead volumes and lower cost per lead.
All accounts start at ground zero and progress through these five developmental stages:
Data Stage
Once you decide to work with 99 Calls for your PPC lead generation, we will work together to define and understand your business goals and budget. We want to understand what types of leads you want most. You will be asked to provide information about your business and what makes it unique. We’ll ask for photos of your work and utilize some of your positive online reviews. We will then take that information and build your Ads campaigns and the associated landing pages.
Learning Stage
When you create or change a campaign, Google needs time to learn how to serve the bidding strategy. During the first two to four weeks after your ads go live, your specialist will work tirelessly on your campaign to monitor results. We do not expect conversions overnight, but it can happen! It generally takes time to gain traction. We make daily adjustments to the keywords and your Ads to boost the performance.
Knowledge Assimilation Stage
At this point the campaign will have started to collect a more meaningful pool of data for us to evaluate. Our goal here is to weed out poor-quality clicks and keywords and teach Google’s algorithm what a good lead looks like for you. Remember Google Ads is a tool that targets people searching for specific services. We want to target popular services in your area, while also providing the leads that matter most for your industry.
Growth Stage
Together we will work to optimize your campaign and boost performance. When we see that certain keywords work better than others, we will consolidate more resources and efforts into them. We may suggest adding new keywords and/or changing your targeted locations. In order for our team to reach our mutually shared goals, you may need to be flexible in the areas targeted and variations of the services you offer. Our goal is always to get the best result possible for your budget! We’ll refine your ad text, and bidding strategies to help you capture more high-quality conversions.
Mature Stage
The campaign is now performing near maximum efficiency, based on the added enhancements and landing page quality. That doesn’t mean we stop working on your account. Your leads and keywords will be monitored daily. We will also start to look into different marketing campaigns and opportunities that may benefit your business and generate more revenue. We’ll communicate with you as we work to achieve your business goals.
The Takeaway
When beginning a new PPC campaign, whether you have hired an online marketing or lead generation company or you’re going it alone, patience is important. Lots of business owners assume that because PPC results occur much more quickly than with SEO or LSA/Google Guaranteed, that they should be instantaneous. Rushed campaigns lead to wasted budgets, and lower ROI. The conversion rates are much lower when people don’t take the time to feed the data back regularly to train Google to cut through the noise and show your business for only the most relevant searches. Working through each stage diligently leads to the most robust results. 99 Calls’ talented team yields an average conversion rate of 20% for our Ads businesses (more than 3x the national average). Want to find out how we can help your business? Schedule a free consultation.