Client Back Story
The company’s pay-per-click (PPC) marketing was in disarray. Between 2014 and 2020, they went back and forth between managing their own PPC campaigns and utilizing an agency to run them. The results often mirrored that inconsistency.
Building Trust in PPC Campaigns
In September 2020, Foremost Media hired a new Digital Marketing Specialist experienced in PPC campaigns. This presented an opportunity for a thorough review and analysis of the client’s campaign performance inconsistency. Foremost made some recommendations and began tracking PPC data such as total ad clicks, ad costs, click through rates, cost per click, and cost per conversion. The data was charted on a daily, weekly, and monthly basis and further broken down to gain a clearer understanding of success rate based on specific days of the week and by device (desktop, mobile, tablet).
Based on that data, Foremost assembled an extensive list of PPC recommendations designed to organize and optimize the client’s campaigns beginning in 2021. These included properly setting bids based on keywords, correctly formatting and expanding ad text and extensions, and honing in on targets based specifically on their location and device.