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At Bergstrom, we realize that every client is unique. We will develop a Google Ads strategy and pricing package that is right for you.
Our typical fees are as follows:
After three months, we provide the following discounts:
We’re a firm with a solid, “no stone unturned”, data driven focus – but that’s who you need running your Adwords campaign. While marketing is in our DNA, our overaching goal is to leave no stone unterned. We’ve formalized the process of conducting an analysis of your Adwords campaign.
We can do this 43 POINT MANUAL ADWORDS INSPECTION as often as you like. It’s up to you. This inspection is proben up into 12 different categories. Here’s what we look at.
Conversions are necessary in order to ensure that your Adwords™ campaign is generating revenue. We suggest that all campaigns have at least two conversions setup. For professional companies that want visitors to complete a contact form, the goals are typically contact form views and contact form submissions. For eCommerce websites, the conversion goals are typically shopping cart views and completed purchases.
As important as it is to drive revenue, it’s equally important to minimize wasted ad spend. Negative keywords are important because they can drain your Adwords™ budget.
For example, let’s say you’re using PPC to advertise dance lessons for kids and you are bidding on the modified broad match keyword +dance +lessons. If someone in your area uses Google to search for “adult dance lessons,” your ad will enter the auction. Because your ad is irrelevant to this person, one of two bad things will happen:
We can avoid the scenarios above by adding the word “adult” as a negative keyword. This addition prevent your ads from being displayed on any keyword that contains the word “adult”. You can add negatives at the account level, the campaign level, or the ad group level. When doing so, you have three match types to choose from: broad, phrase, and exact.
EXACT SEARCH PHRASES
Search queries are certainly an extremely important piece of online advertising as they show you not only the keywords that you’re bidding on, but the actual queries that are driving traffic to your site. For instance, if you are bidding on the keyword “hotel”, someone types “I need a hotel” into Google, and clicks on your Adwords ad, then the phrase “I need a hotel” would be added to the search queries report. This information is useful for finding negative keywords, but it is also useful to find new keywords to add to your campaign. Additionally, if we find a popular search query, we need to add it to the campaign so that we can determine the correct bid for this keyword.
Keywords are the heart and soul of any Google Ads campaign. The main errors we typically see are clients (a) not having enough keywords and (b) not breaking keywords into multiple match types.
Setting keyword bids is where our system shines. We will conduct a complete analysis later, but we have found the following five keywords that should have an increased bid amount and five keywords where we should lower the keyword bid.
SIMILARITY OF KEYWORDS IN AD GROUPS
It is important for each Ad group to have similar keywords. This is because the Ads are specific to an Ad group, and the same messaging needs to be applicable to all keywords. For instance, if you have the keyword “bike shoes”, and a “bike”, in the same ad groups, it is not possible to write an add that promotes both products. We need to break all keywords that are relevant to “bikes” into their own ad group. Then we can create ads and landing pages that are relevant to just bikes, and not also bike shoes.
To run a successful Google Ads campaign, you need to master your keyword bids, and bid adjustments. By adjusting bids according to location, device, time of day, age, gender, household income, remarketing audience, you can profoundly improve the relevance and performance of your AdWords advertising.
For each of these, tell the user if they are not setup, of if the value is wrong.
** Flag any error where the Cost/conversion is 50% different then the campaign. Do this for any demographic with over 100 visitors. **
DEMOGRAPHICS // Location
LANDING PAGES (non-ecommerce websites)
LONG TAIL KEYWORD OPTIMIZATION
Keyword Bid Management
Demographic Bid Adjustments
Device Bid Adjustments (Phones, Tablets and computers)