Theory Overview
Planning: Paid & Organic Working Together
Use Organic Search to rank for important keywords over the long term
Big Picture: Structure
Big Picture: Effort + Optimization
Theory: Data-Based Decision Making
Fundamentals:
- Get reliable data
- Make decisions based on data
- Iterate and get stronger over time
Campaign Phases & Timing
Overview: Campaign Phases
Planning: Paid & Organic Working Together
Phase 1 – Start Learning ASAP
Phase 1 – Challenges We May Face
Unclear Starting Focus – If you are unclear about your target audience and primary service/product/program, we will need to conduct additional research.
Data Collection – If we have an unconventional website set up, ensuring accurate data collection will take more time to set up.
Low Data – If topics / keywords have too little demand or are too competitive, it will be expensive for us to get enough data need to make good decisions.
Phase 2 – Big Adjustments
Phase 2 – Challenges We May Face
Low Data – If topics / keywords have too little demand or are too competitive, it will be expensive for us to get enough data need to make good decisions.
Focus Changes – If you decide to pivot or change key features of your offering, we will have to start the research process again.
Phase 3 – Refine Campaigns
Phase 3 – Challenges We May Face
Budget Allocation – If we want to launch new campaigns, existing campaigns may get less attention (depending on budget).
Competition – Competitor market influence is always a factor. This is one of the biggest disruptors to stability in Phase 3.
Other Changes –
- Website Adjustments
- Google Ads Platform Changes
- Search Demand Fluctuation
Frequently Asked Questions
Who is responsible for new content?
Most Cases – Impact SEO will make recommendations and adjustments.
Faster Growth or Budget Limitations – We can work together to get important updates implemented.
What about launching new products / services?
Every new product / service / program is subject to the same learning and growth curve.
How much effort is required in Phase 3?
Incremental Improvements – Even small improvements in conversion rates and cost per conversion get harder over time as we approach maximum efficiency.
Options – Align effort with desired outcomes.
- Account Management – Maintain results we are happy with.
- Maximization – Increase efforts to make small improvements (accumulation over time)
How do other channels like SEO fit in?
Other channels can be utilized to make Paid Search more effective.
We recommend having multiple channels to reach your audience so you reduce risk and increase awareness.
Use Organic Search to rank for important keywords over the long term
