VS.
Problems We Solve
"Our paid search campaigns aren’t profitable"
Many clients come to us with this problem and don’t know what’s wrong. Their agency says up-funnel metrics like CTR “look good” but they’re not getting the revenue (or better yet profit) to justify the spend. In our experience, this could be due to major problems like account structure or an intent-based problems like keyword selection.
"We want to test out paid search as a channel”
Some clients come to us wanting an experienced team to test the viability of paid search as a channel. We have a process of doing this starting with very carefully architected campaigns focused on your absolutely most viable keywords to minimize wasted spend and maximize potential revenue.
“Our paid search is okay, but we want to increase ROAS”
Some clients have a running, profitable paid search operation but they aren’t sure if they’re maximizing this channel. Are there more keywords they’re not targeting? Is conversion rate maximized? Should they test new landing pages? Is ad copy optimal? Is there anything else they’re not seeing?
"We’ve managed this in house and now want to bring in a dedicated team"
Other clients simply need an experienced team to run and grow paid search that started as a small in-house test. Many clients in this position have had bad experiences with past agencies simply running through the motions and not doing much and are looking for a team with a hands-on, active management approach.
Our Paid Search Process
We recently launched a paid search service building on the expertise we’ve built in content and SEO. It uses similar principles of focusing on high-converting keywords instead of wasting ad budget on cheap clicks.
1.Keyword
Strategy
2.Account
structure
3. Automation
Old Way
Bid on broad, high-volume keywords to get low CPCs and high clicks.
Large # of keywords in each ad group, many ad groups in a single campaign, one-size-fits-all text. Visitors may see any combo of keyword, ad, page.
Hands-off. Let Google automate everything, resulting in missed opportunities, irrelevant queries, and wasted spend.
G&C Way
Carefully select keywords with high buying intent to maximize conversions per dollar spent.
Carefully curated structure using single keyword ad groups (SKAGs), that make each step in the user journey relevant to your customer’s query.
Hands on. Craft the perfect, human-curated journey for your ideal customer. Make active adjustments to campaigns.
1. Keyword Strategy
Old Way
Bid on broad, high-volume keywords to get low CPCs and high clicks.
G&C Way
Carefully select keywords with high buying intent to maximize conversions per dollar spent.
2. Account Structure
Old Way
Large # of keywords in each ad group, many ad groups in a single campaign, one-size-fits-all text. Visitors may see any combo of keyword, ad, page.
G&C Way
Carefully curated structure using single keyword ad groups (SKAGs), that make each step in the user journey relevant to your customer’s query.
3. Automation
Old Way
Hands-off. Let Google automate everything, resulting in missed opportunities, irrelevant queries, and wasted spend.
G&C Way
Hands on. Craft the perfect, human-curated journey for your ideal customer. Make active adjustments to campaigns.
Foundational Article
Why We Started Offering Paid Search
We explain the issues we’ve seen in how most brands setup their paid search campaigns and how we solve for those problems.
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