I’m from Illinois, so I’m pretty partial to Abraham Lincoln, whose 200th birthday is February 12th. Old Abe once said, “If I had eight hours to chop down a tree, I’d spend six hours sharpening my ax.” If ever a quote from President Lincoln could be applied to PPC advertising, this one is it.
Preparation is one of the cornerstones of successful PPC advertising. The effort you put into researching keywords, building the account structure and writing ads is as important as ongoing care and maintenance of the account.
The account managers at JumpFly spend time with the client before they ever do a thing for them, going through the account goals, discussing metrics and explaining the process of what we do. I think many new clients are surprised at the amount of work that we do before an account or new campaign is ever built, but I think they are pleasantly surprised to hear that we’re not going to slap a dozen or so keywords into one AdGroup and call it a day.
It may take us a good three or four days of in-depth keyword research to find a solid list of viable key terms for a client. That list includes all variations of search terms, including plurals and word order. It’s categorized into AdGroups, so like terms are together, and a comprehensive list of negative terms are also included. We then send that list off to the client for approval before we start building their new account or new campaigns. This ensures we’re both on the same page as to where the client’s ads will be shown. Once a build starts, how long it will take to go live depends on the number of AdGroups that we need to create and how varied the ads need to be to make sure that each AdGroup is targeted in the best way. We’ve had builds take an hour and we’ve had builds take days.
The bottom line is that we don’t hurry the process – we’d rather spend time “sharpening the ax” so we do it right and give our clients the best possible service right from the start.