Paid Search & Google Shopping

3 min read

Paid Search & Shopping Process

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).
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.
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.
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.
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.
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.
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.