Paid Search Campaign Management
for Software Development Companies

Each month we'll get together on a Microsoft Teams video call and:

• Review the prior month's performance
• Discuss any changes in strategy
• Discuss any opportunities for improvement
• Answer any questions you may have.

Call durations are typically an hour at the beginning of the month.

We develop custom reports using Google Data Studio and a set of premium reporting add-ons.  These simplify reporting and help executives better understand account performance.

We'll set up your advertising campaigns with the optimal settings and structure for the characteristics of your account and budget. As your campaigns evolve we will restructure as necessary and keep your campaigns performing optimally as new features are added and removed by Google.

Writing effective ad copy is an art as much as it is a science.  Running effective ad campaigns requires a lot of copywriting. A single responsive search ad has 15 headlines with a maximum 30 characters and 4 descriptions with a maximum of 90 characters.  

See: Best Practices For Writing Responsive Search Ads

Writing effective ads improves your quality scores and saves you money on your bids. 

We check in on ad accounts multiple times per week to look for potential negative keyword candidates.  Negative keywords allow you to stop bidding on search queries with keywords that may not be relevant to your business. This is an important part of running successful campaigns.

Negative keywords have multiple match types and can be applied at multiple levels within your account, therefore there is a critical thinking element when using them and knowing how to apply them properly.

As we work within your account and your landing pages we'll develop audience segments for targeting, re-targeting, and excluding.  New audience targeting options are regularly being added and removed by Google and it takes time to discover the right mix of audience segments for your campaigns.

Proper conversion tracking is one of the most important elements of running successful ad campaigns.  Google Ads uses machine learning and without collecting the right data your bids will be set on random guesses rather than data-driven insights.  This leads to wasted money and increased advertising costs.

If phone calls are important to your business we'll install and configure call recording software to help track phone call conversions, manage lead quality, and help improve your sales process.

We'll use specialized software to capture heatmaps and screen recordings of interactions with your landing pages in order to optimize conversion rates and make sure your landing pages are not acting as a barrier to lead generation.