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Every business is different and will need strategies to achieve different outcomes. In order to define the appropriate strategy for your business, we will assess and analyse available information with the aim of addressing the following questions:
What are you wanting to achieve? – Depending on the nature of your business, you may be looking to increase leads (e.g. by 20%) or increase sales (e.g. by 10%), or both.
What’s the current reality? – In order to assess this, we’ll take a look at the volume of visitors to your site, volume, and source of leads, sales, and revenue as well as your conversion rates.
What’s the path to get there? – We’ll recommend the best path forward and will likely include a combination of the following – increase the quality of visitors (e.g. by 5%), increase the number of visitors (e.g. by 7%), and increase website conversion rates (e.g. by 6%).
What’s your target audience searching for? – This involves conducting in-depth keyword research, defining the core messages, and establishing what your website landing pages need to communicate.
Having the right reporting framework in place for your Microsoft Ads is vital to see what is working well and what isn’t, so we can do more of the good and fix or stop the bad. Your BI Framework from Microsoft Ads should include:
Tracking of outcomes – The types of tracking that you should have in place include basic Microsoft Analytics set up, inbound phone tracking, e-commerce tracking and other business outcomes. It will allow you to see how many leads your business got, how much revenue your business received and the lifetime value of each client.
Reporting – By putting this tracking in place, it will allow you to report on different aspects of your business. Our standard approach is to report on 5-7 high level numbers weekly and with monthly detailed data analysis with recommendations, we provide the reporting structure (spreadsheets and dashboards) for you so that all you need to do is review.
Outcomes to your business – This is about linking all the pieces of the puzzle together to reveal insights as to what real business outcomes are being generated from your Microsoft Ads campaigns.
Site engagement – You can’t run an effective Microsoft Ads campaign without also assessing what is happening once visitors actually reach your website.
Visitors to your website – One of the key aims of Microsoft Ads is the ability to drive higher volumes of traffic to your website, so we will be looking at how well your marketing and advertising campaigns do this.
Everybody says they optimise their Microsoft Ads campaign, but that’s like saying everybody communicates. And we all know there are good communicators, poor communicators, and average communicators. The right Microsoft Ads agency will develop with you a strict and effective optimisation process that will see real growth in results.
Our approach to optimisation – Our optimisation strategy is to manage campaigns by outcomes. It involves strict optimisations that reveal information about how your campaign is really performing. What we always tell clients is that if you are managing your campaigns by outcomes, then your Microsoft Ads campaign should become a variable cost model to your business i.e. the more you spend the more revenue you make.
Conversion optimisation: This involves identifying which parts of the campaign are generating leads/revenue below your target cost and doing more of them, plus also identifying which parts are outside of the cost metrics and getting them to convert better with a more effective landing page.
Management by outcomes
Budget optimisation – This involves allocating more money to better-performing keywords and components.
Site engagement optimisations – This involves identifying which keywords are producing high bounce rates and low time on site, which keywords are showing good engagement, and how do we do more of the good and less of the bad.
Search Query Analysis (SQA) – Although keyword research is conducted early on in the campaign development, it remains an important part of the optimisation process. It involves weekly/monthly search query analysis to see exactly what people are typing into the search box to make your ad display and then asking what new keywords can be added that will increase campaign performance and what negatives do we need to add to stop your ad from displaying (adding negatives every week and month is vital to a good performing campaign).
Microsoft Ads is one of the best marketing assets your business can have. It can drive qualified leads to your business and drive sales, literally overnight.