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Paid Search & Google Shopping

3 min read

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.
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Updated on January 22, 2025
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