Now that you have been onboarded as a client there are just a few technical things that we need to set up for your website, in order to properly track calls and conversions in order to better understand what optimizations need to be made.
This is a guide for you to know what these tools are, why they're important, and how they're paramount to the success of the campaign.
Don't worry. You don't need to do any of these things (that's what we're here for).
We might need to request access from you for some of these tools. If that's the case, we will reach out to you and make the process as easy as possible.
Google Tag Manager (GTM) Installation
Google Tag Manager is a tool that we use to track specific actions and events that happen on your website, such as conversions.
This tool integrates with Google Analytics, and allows us to see how your website visitors behave on your website.
By setting this up, we can track things like which forms a user has filled out, who has visited the website (important for remarketing), what links users are clicking on, etc.
Similar to how video cameras work to see what's going on in a physical store, Google Tag Manager with Google Analytics allows us to replicate that in a digital environment.
Call Tracking Metrics (CTM)
Call Tracking Metrics is important to set up, particularly if your goal is to have leads call your business.
This feature allows us to track conversations that leads have with your business. Our team will be listening in all of the phone calls to gauge the level of quality conversations that are being had. If lead quality is excellent, Call Tracking Metrics allows us to identify what campaign generated that phone calls so we can increase the frequency of calls from that campaign.
Conversion Tracking (Google Analytics)
Conversion Tracking helps us as advertisers to see when a user completes a desired action on your website, e.g. filling out a form, completing a purchase, etc.
Conversion Tracking utilizes Google Tag Manager in order to track actions and conversions.
Pixel Installation (Facebook)
Should your business goals require advertisements on Facebook, we will need to install what's known as Facebook's "Pixel".
The Pixel is Facebook's version of Google's "Tag", and it accomplishes many of the same functions that Google's Tag does.
It's important to understand that other businesses in your space are likely advertising on Google as well.
Part of the process of creating a successful campaign is to see how your competitors are advertising. We uses a myriad of tools to identify what your competition is doing, if it's working, and how we can improve on it.
Ad Copy Creation
The Ad Copy is what a potential customer is going to see on Google when they type in their keyword to the search bar.
Every ad that we create will be relevant to the product/service that you sell and will be specific to the group of keywords that best describe your product.
Once we've received all the information relevant to your campaign, we can start the process of actually building out the PPC campaign. This is a complex process that involves taking the information that you filled out in the on-boarding process and translating that into keywords and advertisements.
Having the proper keywords, key phrases, ad budget, ad schedule, ad groups, landing page destination, etc. in place make sure that your ads are being shown to the right people, at the right time.
Also, depending on what your campaign goals are, it's at this stage that we configure the campaign to fit your desired customer actions, i.e. increase quality phone calls with potential customers, eCommerce transaction, contact form completions, acquiring customers for a particular cost, etc.
After The Campaign Has Been Created, But Before Launch
After the campaign has been created, we will schedule a time to review the campaign and discuss what has been created, why it's been created in that way, and the expected outcome.