Introduction

Hi there!

There is a lot of different aspects that is included when planning digital strategies, campaigns or always on projects. Creating a clear and transparent picture from the start simplifies the process and increases the chances for good results and satisfied clients. The workflow for search advertising campaigns can be divided into the 7 steps shown below.

<aside> <img src="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/28a5a01d-d6fd-46db-b8d7-9f7991cbad34/trickle-logo.png" alt="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/28a5a01d-d6fd-46db-b8d7-9f7991cbad34/trickle-logo.png" width="40px" /> Visit our website if you want to find individual contact information or get inspiration from articles or cases

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<aside> ✉️ Anythings missing below? Just shoot an email to your Trickle rep or [email protected] and we will be happy to assist.

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0. Understanding the clients core business

We as digital specialist have a tendency to jump from hearing the clients name to thinking about KPI:s and data, before understanding their vision, mission and core business. Since our methodology is grounded in testing and optimization this is not necessarily a problem. However, the clients often deeply appreciate when we try to understand them on a deeper level and happy clients is as important as good results. In this process we might also find insights or information that eliminates areas of testing that we might have missed with less due diligence.

• Short description of the company?
• What is the business model and how do you make money?
• What are your customers and how does the market look?
• How do the product or service work?
• How trustworthy are you within the segment?
• What are the competitors

<aside> 💡 Link to google docs for questions: https://docs.google.com/document/d/179I9fMbl63eeYF15NM4VWDVHoJjqF8UokLQmJSY0-ck/edit

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1. Brief from client

<aside> 🔑 Link to brief template

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Orders from customers can be diffuse and vary in scope. But it is important that we find out the information required to compile a good distribution plan. Otherwise, there is a risk that the expectations of the collaboration will be unspoken or distorted.

• Previous work, what has been done by who?
• What accounts exists, do we have access?
• Are any business areas more prioritized than others?
• Are there already existing KPI’s?
• Any specifics regarding timelines, timing, budgets or other expectations?

2. Analysis of earlier performance

Once we’ve received access to all platforms we will examine earlier performance as well as tracking in order to identify areas for improvement. Things we asks ourselves are, for example:

• How is the tracking set up?
• Are we feeding back as much data as possible to the campaigns?
• Are account structures aligned to best practices?
• Are we making use of machine learning in the best way possible?
• Is there room for improvement in the keyword strategy?

3. Website audit

Before setting off and doing the keyword analysis, we always give a round of thought to Google’s quality score and its impact on the performance. The higher the quality score, the better the results.

There are a number of factors to keep in mind here, one being the structure and technical hygiene of the website.

A short, but valuable, checklist to quickly audit one’s website is:

• Is the website mobile responsive?
• What are the page load times?
• Are conversion points easy to access?
• Is the website easy to navigate in general?
• Is it optimized in terms of content?

When we examine the website we always also take a look at the current cookie compliance setup.

4. Keyword analysis

In this step, we analyze competitors, availability and volumes of search terms, among other things. By focusing on keywords that competitors aren’t buying we can increase relevance and therefore also decrease costs.

We also make sure that all keywords hold a high relevance to each landing page. This is a vital part in the strategy to achieve higher rankings and lower costs.

The analysis is done through third party tools as well as Google keyword planner.

7. Launch the campaign

During this stage, we gather all the information from previous stages and the distribution plan and execute. Depending on if the first steps are done right this should be a fairly easy but time-consuming process. The most important aspect of this stage is securing details and updating the distribution plan if we choose to make any last changes regarding tactics, budget or keywords.