Paid Media Strategy Archives Paid Media Strategy

Feb 20 2024

PPC Made Easy: 4 Strategies To Save Time With No-Cost Tools

This post was sponsored by Redesign.co. The opinions expressed in this article are the sponsor’s own.

Tired of overspending on PPC tools that provide more than you need? It’s time to get back to the basics.

Whether you’re an established PPC manager or a small business owner handling your company’s Google Ads campaign, advertising tasks can quickly become overwhelming.

While it’s tempting to turn to pre-packaged software for help, there may be a more efficient way.

Learn to do more with less by following a few PPC management tips for maximum efficiency and performance.

1. Become Proficient In Google Ads Offline Editor: Your Secret Weapon For Quick Edits

Time Savings: 1 hour/week

It’s surprising how many Google Ads users neglect this powerful tool.

With the Google Ads Offline Editor, you can quickly download, edit, copy, paste, move, review, and upload changes.

The real magic is that you can make dozens of changes in seconds without waiting for the browser to reload every time you go to another screen. If you’ve spent any time in the Online Editor, you know how annoying this can be.

How Google Ads Offline Editor Speeds Up Your PPC Workflow

Here’s a quick example of how efficient the Offline Editor can be.

Imagine you’re running a PPC ads campaign called “Plumbing.”

You’ve got various services under this umbrella, but you’ve noticed that water heaters are particularly in demand.

So, you decide it’s time to break out the “Water Heaters” ad group from your Plumbing campaign into its own campaign.

In 15 seconds, working offline in Google Ads Editor, you can:

Duplicate the “Plumbing” campaign.
Rename it “Water Heaters”.
Delete the non-relevant ad groups in the new campaign.
Pause the old Water Heater ad group in the old campaign.

If you do this online, each action – pausing or deleting – requires navigating through and waiting for multiple web pages to load.

Offline, making changes like pausing multiple ad groups or deleting irrelevant keywords can be done in bulk with a few clicks, without any loading delays.

While seemingly insignificant, small delays add up to significant amounts of wasted time and decreased productivity throughout a campaign’s lifespan.

This streamlined approach not only saves time but also eliminates the clutter of “paused” or “removed” assets in your campaign, keeping your workspace organized and focused.

In the Offline Editor, you can make edits before posting online. When you delete items from the new campaign, there’s no history of the old keywords, ads, or ad groups existing. Once they’re gone, they’re gone – no residual clutter.

But this just scratches the surface regarding the Offline Editor’s functionality. Here are a few other things you can do with this no-cost tool:

Upload/edit campaigns in bulk from a CSV.
Import from Google Drive.
Quickly apply Negative Mobile App lists (among many other options).
Copy and paste location targeting in seconds.
Compare account structures side-by-side.
Edit PMAX campaigns.
Upload photos.
Edit extensions in bulk.
Catch errors before pushing live.

2. Master DIY Tools: Easily Build Quick Solutions In Your PPC Workflow

Time Savings: 20 min/week

Need Custom, No-Cost PPC Tools? Build Yours With Our Help.

Are you considering using high-end budget pacing tools? You may be surprised to find that creating your own versions in spreadsheets can be more effective.

Despite popular opinion, automated PPC management software does not guarantee a life free of issues. In fact, it gives some people a false sense of security.

Does this mean that you should completely shy away from automation? Absolutely not!

While automation is useful, it shouldn’t entirely replace vigilant, hands-on management.

For instance, what if data to the software lags or something is set up incorrectly and the software starts ramping budget unbeknownst to you?

In fact, we’ve seen an account overspend by nearly 50% in a month under automated software.

How To Track PPC Campaigns At A Lower Cost

Imagine starting your day by reviewing a custom spreadsheet in Google Sheets or Excel that acts as your PPC command center.

A custom spreadsheet can:

Show yesterday’s spend, monthly pacing versus budget, and L7 and L30 KPIs.
Offer complete recommendations for daily budget adjustments.
Actively recommend actions to meet your monthly targets.
Display alerts to flag any account that starts overspending.
Keep your PPC team agile and informed.

With our spreadsheets, we manually make budget changes at Redesign.co because, frankly, we want that control.

Budgets are vital to client-agency relationships, and keeping the decision-making power close at hand ensures every dollar spent is a dollar well-considered.

Another significant advantage you’ll find with Google Sheets or Excel is the ability to tailor reports to your specific needs – a level of flexibility often lacking in PPC management software.

We’ve used the same report for over a year, and it’s custom-built for us. It’s still 98% the same as one year ago.

Talk about a huge ROI on our initial time spent building it!

Image created by Redesign.co, January 2024

3. Streamline Account QA & Maintenance: Google Sheets As Your Efficiency Ally

Time Savings: 2 hours/week

Simplify Your PPC QA. Let Us Help Create Your Free Template.

Google Sheets can also play a critical role in your PPC management by creating robust systems and processes for PPC account QA and maintenance.

Mistakes like burning through a month’s budget in two days, directing traffic to the wrong website, or typos in ad copy are costly.

It’s the little things that often go unnoticed until they snowball into major issues, affecting your credibility and client trust.

Use a simple tool like Sheets or Excel to create well-crafted, structured systems to prevent mistakes.

We use systems and QA checklists to:

Keep PPC budgets on track.
Ensure traffic goes to the correct landing page.
Regularly review search terms.
Catch ad copy typos.
Monitor ad schedules and targeting accuracy.
Quickly fix conversion tracking issues.
Stay on top of crucial account verification deadlines.
Notice subtle changes in performance.

With thorough, well-designed QA lists in a spreadsheet, you can zip through your weekly and monthly QA checks, sidestepping blunders that cost time and money and hurt client relationships.

We’ve learned that even the sharpest managers benefit from structured systems. Allowing managers to “wing it” and rely solely on their expertise creates blind spots.

Mistakes happen not because people are unqualified but because they’re human; structure and systems act as a guardrail against costly human mistakes.

Avoiding a common yet critical PPC mistake requires a delicate balance: not getting too absorbed in the minutiae or losing sight of the big picture when optimizing accounts.

The key is in setting up systems that allow managers to effectively alternate between a “10,000-foot view” for overarching strategy and a “magnifying glass” for detailed scrutiny.

How To Set Up QA In Google Sheets

The Easy Way: Build Your Free Custom Template With Us.

Utilizing Google Sheets or Excel for listing all essential tasks scheduled bi-weekly and monthly and holding our team accountable for each task.

A built-in notification feature gently nudges us if a task is overdue, ensuring that nothing slips through the cracks.

Image created by Redesign.co, January 2024

Image created by Redesign.co, January 2024

4. Use Google Apps Script For Proactive Automation

Time Savings: 1 hour/week

Losing sleep at night worrying about your Google Ads campaigns? The key to your peace of mind is preventing problems before they happen.

By using Apps Script to automate certain tasks, you can keep all your campaigns on track, even when you’re focused elsewhere.

Scripts require a bit of coding knowledge, but the proliferation of ChatGPT allows you to get 90% of the code written for you.

One of our favorite scripts at the moment pauses campaign ad spend and sends an email when an account reaches a pre-set threshold. The applications don’t stop at monitoring ad spend, though.

Need help catching PPC errors?

From scanning PPC ad copy for spelling mistakes and broken URLs to setting up alerts for sudden changes in KPIs, Google Apps Script can be your first line of defense.

Looking to refine PPC keyword strategies?

Set up a script to analyze search terms and send a monthly summary of those generating clicks but not conversions.

Tired of pulling data for reports?

Use a script to automate the process in a Google Sheet for real-time reporting and analysis.

You can even connect it to the reporting dashboard mentioned earlier so that it’s entirely hands-off once built!

Bonus Tip For The Tech-Savvy: Advanced Automation With Anomaly Detection

Time Savings: 2 hours/week

If you’re already comfortable with Apps Script and have experience with Python or R, you can take the previous strategy up a notch by automating anomaly detection.

This isn’t a beginner strategy, but we’ve found it incredibly effective. By combining the vigilance of Google Scripts with the analytical power of Python, we’ve set up a system at Redesign.co that alerts us to any unusual activity within our campaigns.

Every morning, we receive a report pinpointing recent anomalies, complete with graphs of key metrics to help us grasp the full context.

Image created by Redesign.co, January 2024

Transform Your PPC The Redesign.co Way

Mastering PPC doesn’t have to mean investing in expensive, complex software. It’s about smart, efficient strategies that maximize your resources and minimize hassle.

No-cost tools like Google Ads Offline Editor and Google Sheets provide a DIY path to transform your PPC campaign, turning potential chaos into an easily manageable system customized to your needs.

If you’re looking for more PPC management strategies, along with expert support, Redesign.co offers a partnership that extends beyond the basics. Book a free, no-pressure call with our PPC marketing agency to learn how we can help you focus more on growth and less on the day-to-day grind.

This article has been sponsored by Redesign.co, and the views presented herein represent the sponsor’s perspective.

Ready to start optimizing your website? Sign up for Redesign.co and get the data you need to deliver great user experiences.

Try Redesign.co For Free

Image Credits

Featured Image: Image by Redesign.co. Used with permission.

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Feb 15 2024

Paid Media Marketing In 2024: 7 Changes Marketers Should Make via @sejournal, @brookeosmundson

If you fail to incorporate this part, you run the risk of targeting the wrong sector of people, ultimately throwing money down the proverbial drain.

However, if you retarget and refresh your approach, you’re bound to find a dynamic audience that correlates with your vision.

In the end, audience management alone can be worth its weight in gold.

4. Prepare For Video Content Dominance

You’ve likely heard this phrase before in marketing: content is king.

With a slight tweak for 2024, the new hot phrase should be: video content is king.

Not only is video taking over social platforms like TikTok, Instagram, and Snapchat, but it’s also asserting its dominance in YouTube Ads. YouTube Shorts, the platform’s short-form video offering, is booming.

With this new form of video comes a new ad format: vertical video ads.

Not only should marketers focus on video marketing in general – 2024 is the year to get more sophisticated with video strategy.

Marketers should prioritize creating engaging and high-quality video content that’s appropriate for each platform on which it will be delivered.

If the thought of creating video content for multiple platforms scares you, just remember that a little goes a long way.

Start by creating evergreen content about your brand and test those with different lengths.

These can be used and recycled on multiple platforms and can be used for organic and paid video content simultaneously.

Just remember to create a variety so that your users don’t see the same message or content on the same platforms, which can reduce the effectiveness of video marketing.

5. Don’t Sleep On Microsoft Ads

Microsoft Ads continues to enhance its advertising platform year after year.

Not only does it have many of the same coveted features as Google Ads, but it has added features that are unique to the platform.

As a marketing professional, your brand will surely benefit from digging into it more in 2024.

Some of the most notable updates Microsoft Ads launched in the last twelve months include:

Video and CTV ads: Microsoft unveiled these new ad types on its platform in September of 2023. Advertisers can choose from online video ads or connected TV ads that are non-skippable while a user is streaming content. This gives advertisers big and small a leg up on what once used to be a very complicated process of buying TV ads.
Three new generative AI solutions: Also announced in September 2023, Microsoft came out with three new AI features to help grow and scale. These include Compare & Decide ads, ads for Chat API, and Copilot campaign creation.
Data-driven attribution reporting: Gone are the days of last-click measurement! Microsoft Ads enhanced its UET tagging solution and implemented data-driven attributing modeling. It uses machine learning to calculate the actual contributions of each ad interaction.

While Microsoft still holds a lower share of the available search engines, just remember that you’re leaving a whole slew of potential customers behind by not considering this underestimated ad platform.

6. Focus On Optimizing The User Experience

Between a mix of shorter human attention spans and limited marketing budgets, every interaction and website experience counts.

If you find that your pre-sale metrics are favorable – such as high engagement or high CTR – but never result in a sale, you likely don’t have an ad problem. You have a user experience problem.

In 2024, consumers expect more from brands, especially if they’re spending their hard-earned money with that company.

Ask yourself, when was the last time you sat down and went through your website’s checkout process through the lens of a customer?

If you’re not sure where to start on optimizing your website experience for users, here are some ideas to get you started:

Use tools like Hot Jar or User Testing to get real-life analytics of how your customers are interacting and what their pain points are.
Review the website landscape on desktop and mobile. While this may be a no-brainer, many websites still forget to optimize for mobile!
Make sure that any relevant call-to-actions (CTAs) are above the fold – yes, on mobile, too!
Check your site speed.

These are items that should continuously be monitored and not a “set and forget,” which unfortunately happens quite a bit.

Optimizing the website user experience can have a positive impact on those paid media campaigns and can make those dollars go further in the future.

7. Use AI Tools To Your Advantage

Let’s face it: Machine learning and AI aren’t going anywhere.

For marketing leaders, 2024 really is the time to lean into its advantages instead of running away from the inevitable advances.

It’s not a question of whether to use AI or not. It’s a matter of how to use AI to your advantage.

While companies are tightening their budgets and scaling back staff, PPC marketers are constantly being asked to do more with less.

This is where AI comes in.

In fact, using AI can strengthen your ROI for paid media campaigns of all kinds (whatever channel you prefer).

Just make sure you don’t sacrifice your brand’s personality for a little efficiency.

One way you can do this is with Google’s generated AI assets (currently in beta). Using its Gemini-powered AI solution, the tool allows for more streamlined campaign creation and generated ad assets, including images, headlines, and descriptions for ads, and more.

Additionally, you’re likely already using one of Google’s Smart Bidding strategies to automate the bidding process.

With a combination of creativity and machine learning, your ads have the potential to go farther than ever before.

Your 2024 Plan Should Not Be Static

If the past year(s) have taught us anything in marketing, it’s to be fluid.

In some cases, tactics that used to be tried and true are now more volatile than ever.

Take advantage of advances in AI to boost your strategic advantage, and keep in mind platforms that you’ve typically shied away from – the time may come to incorporate them into your 2024 strategy.

What changes are you most excited to try this year?

More resources:

Featured Image: Sutthiphong Chandaeng/Shutterstock

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Feb 14 2024

Smart Paid Strategy: 4 Tips To Save You $4K In Monthly Ad Spend via @sejournal, @CallRail

As a marketing agency, the bottom line for your clients comes down to how well you’re managing their budget.

No one likes the idea of wasted ad spend, but often, it can be hard to tell which funds are actually being put to good use.

Even when a campaign is successful, it’s important to understand which tactics are more effective than others.

How do you determine which platforms are generating the most quality leads for your clients? And how do you prove it?

With the right tools at your disposal, you can remove the guesswork from your marketing strategy and analyze performance more efficiently.

The key is to find out exactly what’s working and what’s not so you know where to focus your ad spend moving forward.

After all, a simple shift in budget allocation could ultimately save you thousands of dollars.

So, how can you optimize your marketing strategy and trim the unnecessary fat in your budget?

Let’s explore the top tools and tactics you can use to reduce your cost per lead and boost ROI this year.

Tip 1: Get A Strong Understanding Of Your True, Granular ROI

One of the biggest problems agency marketers face is limited insights, which can greatly impact decision-making.

Without the full picture of your marketing performance, it can be difficult to identify your top-performing – as well as underperforming – channels.

This was the challenge for shared workspace management and consulting firm Workspace Strategies.

However, with the right tracking and recording tools, they were able to gain valuable performance insights and pivot their strategy to eliminate wasted ad spend – ultimately saving them $1,000 per month!

So how’d they pull this off? Let’s dig deeper into how the firm was able to prove the true ROI for its campaigns.

The Downside Of Using Multi-Channel Advertising

The bigger a brand’s digital footprint, the more successful it’ll be, right? – Well, not necessarily.

Although it’s important to expand your online presence, there is such a thing as overdoing it.

It’s one thing to market on multiple online platforms, but how can you tell whether they actually bring value to your business?

Workspace Strategies was utilizing Google Ads, as well as various social media platforms to maintain the occupancy rates at their managed workspaces.

Jason, the firm’s Director of Operations, suspected that some of these channels were generating more leads than others.

However, he struggled to prove which marketing channels truly drive results.

Tracking & Optimizing For Maximum Campaign Success

The solution for Workspace Strategies, in this case, was simple: They were able to track and optimize their campaigns more effectively with Call Tracking by CallRail.

With this advanced tool, the firm was able to attribute every one of their leads to a specific channel, which helped them remove marketing spend from ineffective social platforms.

“When you’re making decisions about how to allocate your marketing budget, proof of ROI is everything. We got proof with CallRail.”

– Jason Tiemeier, Director of Operations at Workspace Strategies

Read the full case study to learn more about Workspace Strategies’ success.

How To Uncover Your Highest ROI Channel

With 360° data, you can:

See which sources and keywords are generating high-quality leads.
Pinpoint which paid ad campaigns are driving the most calls for your business.
Improve customer service using Call Recording to identify opportunities for staff training and coaching.
Speed up sales and drive ROI more efficiently.

If you’re ready to prove – and improve – the value of your marketing tactics, it’s time to add CallRail’s Call Tracking to your marketing tech stack.

Tip 2: Expand Your Datasets Outside Of Google Analytics 4

If you’re a business with multiple locations, tools like Google Analytics 4 may only provide you with a partial picture of your marketing ROI.

But what if you need to track the source of leads who contact your business by phone?

As businesses increasingly rely on phone calls as a valuable touchpoint for customer interactions, diversifying your datasets is even more important.

The Limitations Of GA4

While Google Analytics 4 certainly has its benefits, it also has its share of limitations.

Some of the most notable challenges include:

Complex data migration.
A new reporting interface.
Fewer attribution models.
Limited data collection.

For Workspace Strategies, the limited data Google Analytics provided made things particularly difficult, as it painted an incomplete picture of user interactions and behavior.

However, with Call Recording by CallRail they were able to collect valuable customer insights and close more sales.

How To Improve Customer Interactions With Call Monitoring

Sometimes, the problem with businesses simply lies in how they’re interacting with their customers – anything from excessively long phone calls to weak sales pitches could end up costing them conversions.

For instance, when Jason of Workspace Strategies started monitoring recorded phone conversations with incoming leads in CallRail, he uncovered some missteps made by staff members while trying to close sales.

As a result, the firm was able to quickly incorporate these findings into staff coaching and training.

Find out more about how Workspace Strategies identified and corrected their client-customer communication gaps.

Tip 3: Boost Campaign Results With AI-Enhanced Call Data Analysis

Often, businesses that receive a high volume of inbound phone calls through their marketing campaigns struggle to qualify those leads efficiently and accurately.

However, trying to outsource this task can be expensive and drive up the overall cost per lead.

For example, digital marketing agency Wit Digital dealt with inaccurate and expensive lead qualification, with their cost per lead sitting well above the industry average.

To resolve this, they powered up Call Tracking with CallRail’s Conversation Intelligence software.

As a result, Wit Digital is now saving up to $4,000 per month with a 64% lower cost per lead.

Learn more about how the agency benefited from CallRail in the full case study.

How To Use AI To Unlock The Data Within Your Calls

Conversation Intelligence uses AI technology to analyze your calls and turn your conversations into easy-to-act-on insights.

This advanced technology can:

Automatically record and transcribe all of your phone calls with near human-level accuracy, so you can easily refine keyword lists for agency clients.
Easily spot keywords and phrases in every call for automated insights and analytics.
Define rules to classify calls automatically when specific conversation criteria are met.

“With Conversation Intelligence, I have new insights into what’s working in our campaigns and what’s not. Sometimes even a simple word change can make all the difference.”

– Ryan Cook, Director of Client Strategy at Wit Digital

Automate Your Analysis & Achieve Higher Accuracy

With Conversation Intelligence, you get more accurate:

Keyword spotting.
Auto-tagging and lead qualification.
Sentiment analysis.

Plus, you can automatically filter and categorize your phone calls – for instance, if a call from a first-time caller lasts more than 60 seconds, you’ll know it’s very likely a qualified lead and can have it automatically categorized as such.

By removing the need to manually listen to calls and categorize them, Wit Digital was able to stop overpaying vendors to analyze their call data.

Wit Digital is now getting a better return on its own marketing efforts and retaining more customers as they too get better ROI on their pay-per-click campaigns.

And now, CallRail’s new multi-language transcriptions can even help agencies overcome language barriers between clients and their customers, regardless of their native tongue.

Ready to automate your data analysis and boost your campaign results? Try CallRail’s Conversation Intelligence free for 14 days.

Tip 4: Consolidate Your Marketing Data & Streamline Your Process

Sometimes, the hassle of navigating between multiple platforms can be overwhelming.

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Jan 11 2024

Media Planning: 4 Tips For Planning Your Digital Media Mix via @sejournal, @joshuacmccoy

From an agency advertiser’s perspective, our job is fun and exciting but also challenging and laborious in the same breath.

Each scoped campaign, across a myriad of industries and objectives, can present the daunting task of developing the best digital media to approach the right audience and satisfy the client’s needs.

While projects should never be scoped in a templated one-size-fits-all manner, to save you time and worry, your process should.

Understanding The Ask

When confronted with a client’s need, it is essential to understand where we need to be by the end to understand where we can start.

There are often multiple objectives – for example, to build awareness but also generate leads.

This is not achieved in one fell swoop; effectively, one leads to another.

Ask the client, “What would be considered a success in the end?”

I know that we have all seen so many different marketing funnel variations over the years, but simplified, it should be a part of your initial consideration set.

Understanding Objectives

Awareness

I like to say that often you won’t be paid today for the work you did today – but someday you will.

This is the appropriate mindset to convey to your team and clients.

The work you do here will pay dividends and result in non-paid benefits in the future, unlike paid lead generation campaigns, where the leads stop when the spend stops.

Tactics to achieve this objective include:

Consideration

The middle ground, or what I call the “considerate audience,” typically knows who you are.

Your job is to help them on their journey to understand that you are a likely candidate for their conversion – that is to say, they should buy from you.

Tactics to achieve this objective include:

Action

Being present for those who are potentially looking for you is key to closing the loop on a customer journey.

Tactics to achieve this objective include:

Understanding The Journey

Audiences vary so much between industries, products, and service types.

Where one audience may typically have a very short journey, your efforts can be better focused on the action phase with SEO or PPC.

Essentially, be there when they are looking for a first-touch conversion.

Awareness should be a critical component for a long-journey audience such as car buyers, where there are nearly two dozen touchpoints.

Understand that most of the people who will see your ad will not be a customer this week, month, or maybe even year. Your job is to create familiarity for when their journey will start.

Driving brand awareness early can shore up your total amount of touchpoints needed to convert.

If you don’t necessarily know your audience well – or their journey – do your homework.

There is a wealth of resources out there that can help you better understand audiences, current trends, and behaviors – such as the Consumer Insights section of Think With Google.

Also, it doesn’t hurt to talk to the internal client sales team. They know common behaviors, ideal search terms, and where prospects typically interact with the brand along a journey.

Scoping Opportunity

By this point in the process, you should understand the ask, the potential customer, and the weighted level of need from across the funnel.

This now will allow you to understand what you should likely estimate within budget.

Media Analysis Tip

While scoping for PPC, SEO, and paid social can typically be a self-serve process, media planning can often take many resources to assist.

It is also best to be prepped with knowledge of campaign length or flighting needs. Understanding geographic needs will also better help to prepare your vendor rep in providing spend insight.

Getting a feel for cost will help you understand where you can advertise. Will your play be print, out-of-home, streaming TV, or all of the above?

For DMA-level advertising, you can use tools such as SQAD to give you population insights for various age groups by gender. It also allows for you to estimate TV and radio costs across desired geographic areas.

Screenshot from SQAD, November 2023

Social Analysis Tip

We haven’t been given the go-ahead yet to build out social media ads, but that doesn’t mean that we cannot create a prospecting campaign to gain a sense of how large our audience is and what amount of coverage we can gain from this area.

This is available on most of the top social media platforms such as Meta, X, LinkedIn Ads, Snapchat, and more.

Simply begin creating a campaign.

From the earlier “ask” process point, you have a general sense of whether paid social is meant for awareness or for driving traffic.

In this Facebook Ads example, you can see that by inputting your geographic needs, demographics, interests, etc., will give you a general sense of your audience size, estimated reach, or clicks.

Digest these numbers and then divide the impressions by the reach figure to gain a sense of frequency. Are you present at least once a week in front of your audience?

Image from Facebook Ads, November 2023

PPC Analysis Tip

We don’t want to get into a full-scale analysis of PPC competitors; that should come at the stage when you receive approval on your full digital company.

For now, try leveraging a tool like Semrush; ask for direct competitors and review them in a competitive tool like SpyFu. Here, you can gain a sense of their paid keyword coverage.

You can see how many keywords you may need to target and how much you might need to spend.

Additionally, review the competitors and, in total, all of the keywords that are targeted and how closely these relate to your target audience.

No digital analysis tool is perfect, but a service like this is great for estimated spend vs. pulling a number out of the air.

Screenshot from SpyFu, November 2023

Screenshot from SpyFu, November 2023

SEO Analysis Tip

Run your domain through a ranking assessment tool, such as the Performance-Search Console section of Google Search Console, to understand initially how much of your overall keyword presence relates to the client or management ask at hand.

If your niche visibility is severely waning, a cursory glance at the types of content ranking in Organic Search will allow you to understand the ideal amount of content ideation, creation, and promotion that will be needed to suffice.

Google Search Console performance results

Screenshot from Google Search Console, November 2023

Time Is Something That We All Need More Of

There is no real turnkey solution to the scoping needs of our clients, but it never hurts to craft a process that will save time and resources to give you the best foot forward in your upcoming campaign.

Being able to confront your client objectives with peace of mind in knowing the ask while also understanding your audience coverage is a great feeling!

More resources:

Featured Image: Roman Samborskyi/Shutterstock

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