What Happens During Onboarding?

Onboarding at PPC Geeks is an in-depth process that helps us work together to learn more about your advertising objectives, enables us to drive strategy and allows our technical team to structure your Google Ads account for best performance prior to launch. Please watch our two minute explainer video here or read through the steps below.

The Eight Stages of Onboarding #

PPC Geeks onboarding lays a solid foundation for best in class PPC campaign management and optimisation. The purpose of the onboarding process is to create specific PPC strategies and campaign objectives that overlay your business goals with our technical expertise.

Stage 1: Meet Your Client Manager #

Your Client Manager will drive the set-up, strategy and execution of campaigns. Working alongside your Client Manager will be your PPC Strategy Team, including tracking experts, Google certified PPC account managers and account administrators. You will also be assigned a Senior Client Manager who will oversee all aspects of your account and will be available to you should you need to escalate any issues. In reality, we rarely have a client who feels the need to escalate but the process is there should you need it.

Stage 2: Technical Set Up #

We will request access to your core Google accounts such as Google Ads, Tag Manager and Merchant Center. Your team of Google Ads experts will dive in to your accounts, optimise the configuration, set the framework and build a solid structural foundation ready for the creation of your campaigns, tracking metrics and promotional goals.

Stage 3: Advertising Objectives #

Your Client Manager will schedule an in-depth call with you to discuss your advertising objectives and industry-specific observations. We will also determine what success looks like for you: increased leads, purchase volume, revenue, brand visibility, etc. This enables us to build campaigns that are tailored to your objectives, target market, USPs and to measure results in terms that are meaningful to you.

Stage 4: Tracking Implementation #

Now that we have identified key metrics to measure, we need to implement methods to accurately track your PPC results. Your Client Manager will review tracking touchpoints and your team will set up conversion actions that measure user activity from Google Ads, including your contact forms, live chat, checkout pages, phone calls, subscription pages, etc. We record each lead and purchase so that you know exactly the exact return that you receive from every £1 invested in PPC.

Stage 5: Strategy & KPIs #

The whole team gets together to strategise and coordinate efforts towards your Specific Tailored and Researched Success Strategy (STARS Strategy).

We look at your existing PPC campaign data, align our technical expertise with your advertising objectives, co-ordinate your key USPs and build your business messaging into campaigns. We identify bid strategies that best suit your needs, establish quality keywords, investigate appropriate demographics and apply those strategies to campaign creation and management.

Your PPC STARS strategy will continually evolve based on campaign metrics and data-backed decisions. We will be constantly measuring, analysing and optimising your PPC campaigns to reach their goals.

Stage 6: Create & Review Ad Copy #

Your team will create ad copy based on Google’s Best Practices for higher ranking adverts and quality scores. We also implement ‘message match’ that links keywords to ad copy to your website landing page. This is where technical experience meets creative application. An effective combination of both can really help to push your adverts to the top of the search results. Your team will make data-backed decisions regarding ad copy for higher rankings and lower cost per conversion.

Stage 7: Launch & Go Live #

Hoorah! We are ready to go live with your new campaigns. We jump immediately into data collection, set up regular reports, schedule progress calls with you and constantly monitor results over the coming weeks.

As with any new campaign, it takes time to gain traction and to enable the Google algorithms to learn and settle into a consistent pattern. During the first weeks, you may see variations in the weekly report metrics. This is to be expected and will level out as the campaigns progress. Your Client Manager will schedule weekly reports and progress calls to keep you updated and give you the opportunity to provide additional feedback.

Stage 8: Weekly & Monthly Optimisations #

As your campaigns mature, we feed the data back into your PPC STARS Strategy. We meet goals and targets with an analytical approach to weekly and monthly optimisations. Your Client Manager will keep you informed with Weekly and Monthly Reports as well as day to day communications.

Every three months we will perform a QBR (Quarterly Business Review) with you. This allows us to assess your satisfaction with our services and to review the previous 3 months of account performance with your input. From here, we adjust objectives and KPIs as required, plan for the next 3 months and look to launch ads for any of your new upcoming products and services.