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Paid Media Campaign Optimization

Improving results over time, based on monthly success metrics

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Account Optimization Routine & Review

In order to set your campaigns up for optimum performance, we analyze them at regular intervals, collecting meaningful data, and apply it for impactful changes.Although there is a balance between collecting data and applying data taken from meaningful time ranges, we find that analysis over certain time periods helps to get the best performance out of campaigns.

Optimization starts right after new campaigns are launched with sets of tasks to begin fine tuning performance. There are 5 key initial checkpoints for new build outs:

24HR

3-DAY

1 WEEK

2 WEEK

1 MONTH

THE PLATFORMS WE MANAGE:

During these set reviews, the following areas are covered

Account Level Performance Review

We review account level performance metrics to ensure it is in line with initial expectations.

We compare metrics to multiple time frames such as week over week, month over month, or the same time of year compared to the previous year. This helps us to evaluate the trend of performance.

Campaign Performance Review

We scan campaign level performance metrics for extreme scenarios, paying close attention to CPA’s, cost, conversion rate, and the number of conversions.

We review campaign data by network, device, click type, placement, and more.

Ad Group & Ad Set Performance Review

We filter segmented ad groups and ad set level performance metrics in CPA, cost, conversion rate, and number of conversions – then optimize.

We keep a close lookout, elevating spending groups based on quality, traffic and underperformers.

Keyword & Search Term Analysis

We look for differences and extremes in keyword match types.

We run search query reports to generate negative keyword lists.

We review quality scores at the keyword level.

We analyze the search terms users type into search engines before clicking on your ads and use this data to help optimize your campaigns for the highest number of conversions possible. We continuously add hand-picked negative keywords to your account. This helps to prevent the liberal Google algorithms from showing your ads to people who are not looking for your products or services.

User Engagement Review

We review account level, campaign level, and select ad group/ad set level data to determine the quality of traffic. Metrics we review include:

Time On SiteBounce Rate

Avg. Page Views

Conversion Rate

Ad Copy Review & Testing

We continuously monitor performance of multiple ad copies to determine which is the highest performing. We then optimize ad rotation by identifying the ad copy that leads to the highest performing click-through rates and conversions.

Budget & Bid Management

We manage budget and bids with the goal of bringing in the highest intent traffic while converting it at the lowest CPA (cost per acquisition) or highest ROAS (Return on Ad Spend). Campaign budgets are reallocated based on current performance.

Lead/Sales Quality Analysis

With your input, we analyze lead/sales quality attributed to our efforts together and adjust settings and optimization strategies accordingly.

Campaign Expansion

Once optimized and fine tuned, our team will seek to grow your paid media efforts while maintaining or improving the primary KPIs.

For 10+ years Google’s partnership with WEBITMD has been tremendous. They are a Premier Partner driving growth across many industry verticals, building & optimizing advertising campaigns on Google.com and our network properties. We look forward to the next decade together.

KEN PORTER,
Agency Account Strategist, Google