Paid Search & Google Shopping

Paid Search & Shopping Process

1. Pre-Sale Phase
   • Responsibility: Paid Search Specialist
   • Tasks:
   • Teamwork Task Creation:
   • Sean creates a Teamwork task requesting either:
   1. A forecast (if no Google Ads account access is provided).
   2. An audit (if access to an existing Google Ads & Merchant Center account is granted).
      • Forecast Process:
      • Gather notes from Sean and review client website details.
      • Develop a keyword list and run it through Google’s Forecasting Tool.
      • Adjust for location, language, and budget parameters.
      • Create three budget scenarios with expected keyword volume projections.
      • Audit Process:
      • Analyze existing Google Ads and Merchant Center (if applicable).
      • Identify current strategies, successes, gaps, and opportunities.
      • Develop recommendations and plans based on findings.
      • Deliverable:
      • Forecast document (keyword volume, budget scenarios) or
      • Audit report (existing performance, recommended changes).
      
2. Onboarding Phase
   • Tasks:
   • Account Access & Setup:
   • If the client has existing Google Ads & Merchant Center accounts, request access.
   • If not, create a new Google Ads account and Merchant Center account (if required for Shopping).
   • Merchant Center Setup:
   • Submit business information including shipping, return, tax, and refund policies.
   • Ensure these policies are visible in the website footer (if missing, request updates from the client or web team).
   • Coordinate with the development team to generate a data feed via plugin integration.
   • Submit the feed to Google Merchant Center for approval.
   • Deliverable:
   • Google Ads and Merchant Center accounts fully set up and accessible.
   • Data feed submission and pending approval.
   
3. Campaign Setup & Creation
   • Tasks:
   • Define campaign structure based on forecasting insights and client kickoff calls.
   • Determine campaign type:
   • Full product/service campaign or
   • Specific category focus (if applicable).
   • Create campaigns, including:
   • Ad groups, keywords, ad copy, headlines, extensions, and settings.
   • Campaign complexity affects time (ranges from 1 hour to over a week).
   • Shopping Campaign Setup (if applicable):
   • Link Merchant Center to Google Ads.
   • Build Shopping Campaigns (project duration depends on the number of products/categories).
   • Deliverable:
   • Fully configured search and/or shopping campaigns ready for review.
   
4. Billing Setup
   • Tasks:
   • Discuss with the client how they prefer to handle billing:
   • Option 1: Client provides payment details, and Paid Search Specialist sets up billing.
   • Option 2: Client requests direct access to a billing account for self-management.
   • Ensure billing profile is correctly configured before ad launch.
   • Deliverable:
   • Active billing profile linked to the Google Ads account.
   
5. Tracking & Conversion Setup
   • Tasks:
   • Install Google Tag Manager (GTM) for event tracking.
   • Set up tracking for key conversion actions, depending on the client’s business model:
   • Purchases
   • Lead forms submissions
   • Phone calls
   • Click-to-book appointments
   • Work with the development team (or external consultant, if applicable) to implement tracking correctly.
   • Deliverable:
   • GTM installed and key conversion tracking enabled.
   
6. Campaign Launch & Optimization
   • Tasks:
   • Launch ads and monitor initial data flow.
   • Continuously analyze impressions, clicks, CPC, conversions, and other KPIs.
   • Adjust campaign settings based on early performance insights.
   • Optimize to improve CTR, conversion rates, and ROAS.
   • Deliverable:
   • Live campaigns with continuous optimization.
   
7. Reporting & Continuous Improvement
   • Tasks:
   • Provide monthly performance reports to the client.
   • Include key insights, optimizations, and next steps.
   • Adapt strategies based on client feedback and new data trends.
   • Deliverable:
   • Monthly report with campaign performance insights and action plans.
   
   Notes
   • Schedule regular check-ins with the client to align on goals and adjust strategies.
   • Keep a shared document repository for reports, keyword research, and campaign settings.