One of the fundamentals of Microsoft Ads search campaigns is a great keyword strategy. We use best-in-class keyword and competitive research tools in concert with years of experience to develop a keyword strategy designed for your budget and business goals. More specifically, keywords, segmentation, match types, and negative keyword strategy are designed to strike a perfect balance between volume and quality. In addition, we will work with you to target the right audience utilizing geography, language, devices, ad schedule, and more.
Form Submission Tracking**
Understanding what’s working and being accountable for campaign performance is crucial for any successful MS Ads campaign. We’ll assist in setting up conversion tracking on your “thank-you” page(s) so performance can be tracked and optimized across all dimensions of your campaign (ads, keywords, devices, locations, and more). We will also integrate your tracking with Google Analytics using UTM tracking codes so your various traffic sources can all be tracked in one system.
Do you get more than 25% of your leads from inbound calls? If the answer is yes, you need a call tracking solution. Call tracking is a third party service that dynamically inserts custom phone numbers on your website for each new visitor. When somebody calls the number on your site, the software tracks the call back to Bing Ads or any other traffic source (organic, referral, social media, etc.) it originated from. Having the additional call conversion data can facilitate better/faster campaign optimization, and provide a clearer picture of the value your various channels are driving. Read about our call tracking services.
Having high performing landing pages is a very important element of a well-tuned ad campaign. We’ll review and assist you in designing landing pages that contain an effective layout, clear value proposition, compelling offer and strong call-to-action. We can optionally provide landing page design services and multivariate testing as needed.
Compelling ads that are well aligned with your offer and highly relevant to target search queries make a huge positive impact to campaign performance. We develop and test different creatives on an ongoing basis. Over time we can significantly improve click-through-rates (CTR), lower cost-per-click (CPC) and increase conversion rates (CR%).
Great search ads are also way more than headlines and descriptions. Microsoft has followed Google’s lead and offers a wide assortment of ad extensions. Including the right extensions and incorporating them perfectly with your ads will tell your story to the target audience. We will flesh out which callouts, sitelinks, call, location, etc., are the right extensions for your campaign. We develop ads from scratch or will incorporate your own ideas into the ads.
We use 3rd party software (Swydo.com) to generate integrated, consistent, beautiful and easy to read performance reports. Reports contain the most relevant KPIs at the top and campaign details below. Reports may be customized and scheduled to suit individual client requirements. In addition, clients have access to a reports dashboard 24/7. Monthly reports include an executive summary and performance analysis plus a brief action plan for the upcoming month.
Our clients enjoy active and consistent campaign management utilizing our standard operating procedures (SOPs). We employ a data-driven optimization process based on statistically significant data trends. This includes keyword and bidding strategies, ad/extension split testing, as well as adjustments to location targeting, device bids, ad schedules, audiences, demographics, and more. Where applicable we’ll implement automated bidding to further enhance performance.
How do we optimize for conversions? We work based on a target cost per acquisition amount (CPA). We reduce cost-per-click (CPC) and increase click-through-rate CTR by optimizing across all dimensions of your campaign. Finally, we bid up/down on keywords towards the desired CPA for maximum performance. This generates the highest number of conversions while maintaining a desirable acquisition cost.
Need to change your offer, tweak your benefits, or adjust targeting? No problem, we will work with you to ensure that campaign creative and targeting always align with your latest objectives and messaging.
Did you know Microsoft Ads updates the ad platform with new features every month? We will implement the latest features from MS Ads, typically within a few days of launch. This ensures you stay ahead of your competitors.
In addition, we use Pingdom uptime monitoring to verify your website is online and will notify you of any outages. In addition, your account will receive regular internal peer reviews for quality and performance.
You will always work directly with the agent that manages your account. All of our agents are Microsoft Ads certified.