The IdentityPath System:
Stage #1 - Listen - 30 days
During the first 30 days our system will “Listen” to your traffic while tracking goals and conversions to set a benchmark
The On-boarding Process
Step 1 | Strategy Session
Before we get started, we need to understand exactly who we’re trying to target, what they might be interested in and how they might respond to certain things. It’s unlikely you’ll know the exact answers but it’s just to give us a starting point
Our first step is to always run a comprehensive audit.
This will allow us to build a list of optimized keywords and to zero-in on your most profitable target audience(s). We use industry-leading tools to discover your potential customer’s online activities, interests, and specific demographics. We deep-dive into your website and online presence to assess not only what works well, but also where there are opportunities for improvement.
The list of relevant keyword and web research will be saved in Google Sheets and shared with you, for your viewing and approval.
Step 2 | Install Pixel
Identity resolution is foundational for discovering customer insights. It requires collecting and linking data to an individual Person and then triggering that information to engage them in the perfect time with the perfect message. The most innovative marketers are using increasingly complex, next-gen People-Based “identity graphs” that include demographic, behavioral, financial, lifestyle, purchase, and other information. The information is gathered from numerous sources, such as purchase transactions, surveys, email providers, public records, and device ID providers. Any advertising agency that asserts or aspires to be “customer-obsessed” needs to get identity resolution right. When you do, the opportunities are endless.
We will help you install and confirm the pixel installation on your site.
Step 3 | Defining Goals
No brand, product, industry, or campaign is the same. We will work with you to define achievable goals and measure the effectiveness of our campaign against those goals with meaningful KPIs whether it be Cost per Click (CPC), or Cost per Acquisition (CPA).
If our audit reveals that you don’t have a clear point of conversion on your site, we will work with you to build landing pages to achieve that (utilizing our keyword research) and tailor our campaigns to that outcome. As we go forward, results will be provided in monthly reporting.
Step 4 | Sample Ads
You need to feel comfortable. It’s vital that you are happy with the language we’re using, the ad copy and the images we’re using. Sometimes odd combinations and weird, out of the box ideas are the most effective but we’ll never run anything against your wishes. Once approved…
Stage #2 - Implement - 90 days
Step 5 | Start running Ads
We will get going as soon as possible, then add more campaigns over the coming days.
Step 6 | Ongoing Revisions
On a weekly basis, our PPC and Marketing experts will optimize your campaign. This may include removing underperforming ads/keywords, testing new ads/keywords and adding negative keywords to reduce budget waste and improve quality score.
There’s a concept called “ad blindness”. It’s where you see the same ad again and again and as a result, you start to tune it out. It might even help you massively and be exactly what you’re looking for but for whatever reason, your brain ignores it. For that reason, we keep recycling the ads. The majority of the ad will stay but instead of saying “Get Your Free Report” we might change it to “Free Checklist: Get Yours”. The same idea, just visually looks different.
Step 7 | Going Forward
Over time, we’ll start to notice which types of ads, markets, platforms and targeting is really producing customers. Eventually, we can start shutting down the ads that aren’t as effective at producing customers and double down on the ones that are.
Oddly enough, sometimes you can have very well-performing ads that just attract tire-kickers. On paper, it’s great but in reality, they don’t pay. On the other hand, you can have a badly performing ad that actually filters people out, leaving only the very interested people clicking.
An example of this is called “price filtering”. It’s where you put a price in the ad. Anyone not prepared to spend any money will not bother clicking saving you a click from someone who wasn’t ever going to buy anyway.