SmartNiche PPC

The Smart Niche program was created by InvisiblePPC based on the elements that are
absolutely required to run ads successfully on Google Ads. We have developed this
product so that we only provide a service that includes every aspect necessary for Google
Ads success. Additionally, this product is designed for a speedy tracking setup and
campaign launch.

We only provide our product to specific niches. These represent niches in which we are
experienced, knowledgeable and have proven success.

Smart Niches are defined in our provided list and apply to one business location. If the
advertiser has multiple business locations they wish to target that would be considered two
Smart Niches.

Smart Niche 6-Month Roadmap

Each Additional Smart Niche (optional)

What’s Included In Launch

  • 20 Minute Onboarding Call
  • Account Setup (GTM, Google Analytics, Google Ads)
  • Landing Page Adaptation (We’ll update our Smart Niche landing page template to
    reflect the advertisers business by replacing existing image and content.)
    • Content updates include: about us, address, phone number, hours of operation, testimonials, link to privacy policy (destination must be provided to us), unique value proposition, call to action and offer.
    • Image updates include logo, map location (if applicable), testimonial headshots (if available), call to action background color, sticky bar background color, staff images, service images, award logo & credential logos
  •  Tracking Implementation for calls and lead form submissions
  • Local Area Call Tracking Numbers
  • Proven Campaign Setup (including keyword set, ad copy, audience targeting, ad
  • 6 Month Roadmap
  • Competitive Landscape and Offer Review

What’s Included in Management

  • Weekly Account Management and Optimizations
  • (1) Monthly Communication of Your Choice:
    • 20 Minute Catch Up Call OR
    • Written Report Analysis + 5 Minute Video Update
  • Landing Page Testing (based on our roadmap)
  • Agency Reporting Dashboard
  • Client Reporting Dashboard
  • Automated Monthly Reports

What’s Excluded

  • Ad Spend
  • Taking over existing Google Accounts
  • Custom landing page requests
  • CNAME – We highly recommend that a CNAME is set up on the client’s website to host the landing page. If this cannot be done, you should purchase a generic domain for your agency to use in these circumstances and charge your client as desired. We suggest setting up something like “topservice.com” so that you can easily create a CNAME for any client. Examples: clientname.topservice.com, dcdentist.topservice.com, jakesplumbing.topservice.com.
  • End Client communication

Optional Add Ons

  • Additional Communication – management fee includes the one communication method of communication, if you’d like to order additional communication, you may order it for a fee:
    •  20 Minute Call $95
    • Written Report Analysis $50
    • Video Recorded Review $45
  • 3rd Party Platform Tracking or Integration (ie. Vcita, SalesForce, CRMs) – $200
  • Facebook Remarketing – $250 setup, $100 management
  • Bing Ads – $150 setup, +$75 management (billed by account, not Smart Niche)
  • Purchase of the Unbounce landing page file for use outside of our management – $200

Onboarding Details

Prior to onboarding, if you do not have a Google My Client Center (MCC) you will need to set one up.

Obtain client information necessary to create an Google Ads campaign

  • Basic:
    • Advertiser’s currency
    • Budget
    • Smart Niche
    • Locations to show ads (zip codes, cities, counties, states, countries or
      radius of address)
    • Business Hours
    • Business Phone Number
    • Client’s billing information/Email to set them up with billing access
    • Client/Sales staff ready to handle leads
  • Competitive Details:
    • Promotion for Ads
    • Value Proposition (how are you different than the competition?)
    • Competitors
  • Assets Needed:
    • High-Resolution Logo
    • Four of your best testimonials related specifically to your smart niche,
      you must select the four you want used.
  • Technical
    • CNAME access

Smart Niche 6-Month Roadmap

We’ve developed our 6-month roadmap to help you set expectations with your client regarding what happens after we’ve gone live. There is a lot of activity and communication during the onboard phase and after going live it can almost feel like everything’s gone dark. There is a very good reason for that and we’ve outlined what our account management looks like, and what you can expect after we’ve gone live, below.

You’re live!

Want to know the best thing about a Smart Niche campaign? We’ve already run several of these campaigns and we know how to build winners. So from day one, you are ahead of the pack. We’ll let you know when you are live, and then it will go a little quiet for us until …

Two Week Update – Initial Insights

Wait you’re not going to give me an update for two weeks? Yes, but we have a very good reason. We want to keep you in the know, we really do. But there’s nothing to know yet. It is important that we have ENOUGH data where we can confidently tell you how it is going. Trying to give an analysis on anything prior to two weeks of data will be at the very best, a guess. We only make comments and decisions based on statistically relevant data. If we rush the process and optimize or comment too quickly, it will cause problems. We don’t add every single keyword searched because quantity does not beat the quality of keywords, and we use the right match type to catch them all, regardless if we are bidding on that exact keyword. More keywords do not mean more spend or search volume.

We are reviewing the account daily, making sure we are getting traffic at a reasonable cost and that the traffic is relevant. This is the highest touch frequency for an account and that is what we are focused on so that we can ensure we are on track.

Month 1 – Data Gathering

Although we start steps ahead of other agencies with our Smart Niche campaign setup, every business is different with different offers and locations having different nuances. We’ll be learning all the ins and outs for this specific client throughout the month. During this month you can expect that we’ll be testing and identifying bid strategies that will work best for your client. Our goal during this month is to get our ads in the top of page position for the lowest CPC possible. Our team is alerted daily if the account is not meeting baseline KPI metrics to ensure a speedy turnaround to make adjustments.

Month 2 – Search Relevancy & Keyword Review

This month we focus on what your audience has been searching for and how it relates to the service your client provides. This process helps us identify new keyword trends and ad ideas based on the searcher’s intent. Are they most often looking for a quote? Are they looking for cheap help? We’ll get these answers and add new keywords specific to your client’s market that were not part of our original Smart Niche campaign. We will also be identifying the searches that don’t align with our goals and make sure we never show up for them or similar searches again. We do already start with a very detailed negative keyword list, however, every day there are 1000’s of new search queries on Google that have never occurred before, making it impossible for us to get everything at the gate. We will likely have added a few negatives through the course of month one, but this is a more in-depth dive into trends. Rest assured, we will be reviewing these queries weekly and actioning both the good and bad queries to keep our traffic as relevant as today’s news headlines.

Month 3 – Ad & Landing Page Testing

We start out ad testing and we don’t stop. In month three we’ll be reviewing the results of our initial testing and taking what we’ve learned and applying it to new ads for round two of testing. In addition, we take our new knowledge and apply it to our next landing page variant. Our goal with ad testing is to incrementally improve our interaction rate by being more closely aligned with the searchers intent and reactions to the value propositions and offers in round one. The goal with landing page testing is to incrementally improve conversion rate by taking the same intent and reactions and applying them to the landing page. The most impactful of the tests, which is where we start, is adjusting the headline, call to action or hero image/videos. Landing page testing occurs quarterly.

Month 4 – Device and Network Review

Devices perform differently. Searchers on a desktop have slightly different intent and are at different points of consideration. In this review, we’ll be identifying opportunities to optimize the performance on the three most common devices: computers, mobile devices and tablets. These devices perform differently in different regions and with respect to the type of call to action used. We utilize bid modifiers and segmenting strategies to ensure we are getting the most out of all devices. We now have the data required to make confident decisions on optimizing device traffic and put our best device forward.

A search campaign is comprised of two networks, Google.com and Search Partners. Straight from Google’s mouth “Search Partners extend the reach of Google Search ads to hundreds of non-Google websites, as well as YouTube and other Google sites.” Sometimes Search Partners perform similar to search, sometimes they perform worse (they almost never perform better). The choice we have is to either keep opted in to partners or opt out. Data will tell us what to do!

Month 5 – Audience Insight

How well do you know your audience? After reviewing our audience insight data we’ll know them really well. We’ll learn (or confirm) some of the basics like age and gender, but it will also get more interesting. We’ll get insights into what other in-market and affinity audiences your searchers fall into. Based on this data, we’ll make optimizations and suggestions to capitalize on these audiences.

Month 6 – Competitive Landscape & 6 Month Review

We’re going to be taking a look at advertisers’ ads showing up with us in search results for our most frequently searched keywords. We did this when we launched, but something has likely changed! Does someone have a better offer? Is there someone new? We’ll get to the bottom of what the competitive landscape looks like and if we need to make any change to our strategy or offer as a result. Rounding out month 6 will be a comprehensive review of our 6-month journey and how we’ve progressed along the way. From this review, our next 6-month roadmap will be constructed.

Any Time Optimizations

Not all optimizations are done on a schedule or have an entire month dedicated to them. The items below are checked regularly and adjusted when the time makes sense.

  • Budget pacing and optimizations – we adjust daily campaign budgets to ensure we pace our budget as close to the calendar month as possible.
  • Bid adjustments and strategy updates – we utilize Google’s bid strategies to ensure we are getting the most clicks and leads as we can for our budget.
  • Increase/Decrease ad scheduling – we may opt to extend or decrease the number of hours we are showing your ad depending on budget limitations. If you’re limited by budget, we’ll reduce hours. If you’re struggling to spend budget, we’ll extend hours.
  • Increase/Decrease location targeting – we may opt to extend or decrease the geotargeting we are showing your ad depending on budget limitations. If you’re limited by budget, we’ll reduce your targeting. If you’re struggling to spend budget, we’ll reasonably expand it and let you know.
  • Keyword average CPC review – keyword CPCs vary, we monitor CPCs that are higher than
    average and optimize them to be more affordable, or pause them if they are too expensive.
  • Pause poor performing keywords – sometimes keywords spend and don’t drive leads, we
    monitor keywords and pause them when they’ve shown no hope in driving leads
  • Negative keyword implementation – although we have a month dedicated to a deep dive, this is ongoing.
  • Display network placement exclusions – to ensure remarketing and display ads are showing on appropriate websites.
  • Ad copy assessments (between testing) – to ensure a test isn’t significantly failing ad
    negatively impacting performance prior to scheduled review.
  • Ad extension review – identifying messaging that is performing best and apply the
    knowledge across the campaign/landing page and test new.
  • Location performance adjustments – we may apply a bid modifier to locations performing well or not performing at all to improve overall account performance.
  • Device performance monitoring – although this is scheduled for a thorough review in the first six months, this requires ongoing monitoring and optimizations to improve performance.
  • Keeping up with Google – Google makes changes all the time. Some of them are changes
    that affect performance and some are just changes that impact the way we manage an
    account. We stay up to date and adjust what is needed in the account. Some of these
    changes can be huge and may impact our timeline for Monthly Roadmap items due to their complexity and time investment. If this occurs, we’ll let you know.

Smart Niche List Last Updated

The ‘Sleep Well’ Guide To Campaign Performance Concerns

Although we like to think we are pretty stupendous, account performance is not always rainbows and unicorns. Some fluctuations in performance may cause unnecessary concern, and we don’t want you concerned! We want you to be confident that our team is reacting to important KPIs.

Our secret agents are always on the case. We don’t reach out to our partners on every little performance fluctuation. Sometimes the fluctuation means nothing and it’s not uncommon to see daily fluctuation either (especially in the first two weeks). If our team spent all of our time sending daily alerts on fluctuations, we’d not have time to get out our secret caches and optimize the account into submission. As promised, we provide an update after the first two weeks. To speak out any sooner is speaking too soon….

In this document, we will review common performance concerns, what they mean and how we resolve them.

Google Ads is not Facebook

If you are experienced in running Facebook ads, you’ll know that the pace of campaign change is somewhat breathtaking. Campaigns and ad sets killed in 24 hours, scaling within a week, burned out and started over in a month.

The world of Google Ads in comparison can seem rather sedate. Campaigns take weeks to mature and months to optimize, but the results last so much longer. Before you dive into the details below, remember it’s a different world that plays by different rules, and we know how to play the game. 

Account Not Getting Impressions 

If an account does not get any impressions a day the account is scheduled to run – we know about it. We have daily alerts for this. It is not uncommon for Google to throttle new accounts for the first few days and we don’t stress if we go just one day without any impressions. We do take action, but based on our years of watching new launches we don’t stress and neither should you (or your client). 

We are busy making sure our bids are competitive enough, we have the right keywords, our ad scheduling and geotargeting are wide enough and we have no sneaky disapprovals. Usually, it is the bids! We start out with competitive, yet conservative bids. Why don’t we start off with aggressive bids? Google will rip it right from our hands! Trust us, we’re on top of it. If there is an urgent problem, we will let you know ASAP. 

Account Not Getting Clicks 

We know when an account hasn’t received a click for a day and we are on it. It is not alarming if we have a day without a click, but we’re reviewing the account anyway. 

Our steps are similar to the optimizations performed when an account is not getting impressions. We check that are bids and bid strategy are competitive enough and we’ve got all the right keyword selections. We will alert you if our optimizations are not making an impact and we need to make more significant changes. 

Account Not Spending Budget 

We never spend budget for the sake of spending budget. Typically if we’re not spending budget it is due to either the search volume is too low or our targeting being too narrow.

First, we’ll explore expanding ad scheduling and location targeting. If we still do not have the desired search volume, we’ll test new campaigns and you’ll be notified. 

Low Average Position 

Your client is #1 in our hearts, but they don’t need to be in position 1 on the SERP. In fact, Google is going to stop reporting on average position very soon, if they haven’t done so already. We don’t bid for a certain position. We bid to get as many clicks and conversions as we can for our budget. For some clients that might mean position 1 and for others it might mean position 3. Like age, position is just a number, all it matters is how you feel. 

The only time where intervention is needed is if the low average position is causing impression, click or budgeting issues. At that point, we’ll be adjusting bids or bid strategies for improvement. 

My Client Can’t Find Their Ads 

PSSYOA (Please. Stop. Searching. Your. Own. Ads.)! Two reasons. 

Reason 1, your just ads may not always show when they are searched. The most common reasons are: 

  • Your budget is not large enough to all your ad to show every time so Google has no choice but to only show your ad occasionally or you’d go over budget.
  • You’re not in your targeted location when you are searching or searching during hours that your ads are scheduled to run.
  • You’ve already searched so many times that Google has stopped serving your ad because it doesn’t think it is relevant. Enter reason two…

Reason 2, seriously, just do not search for your ads. You mean well, we know. But you’re actually working against us. If you repeatedly search to get your ads to show and don’t click on your ads, you are telling Google that your ad is not relevant. In return, we have to continuously bid more to get your ads to show.

My Client Isn’t Getting Any Leads

First thing is first, check our reporting dashboard. It records all calls and lead form submissions. We’ve encountered countless times where the client is upset and it turns out we are sending them PLENTY of calls and they just don’t answer their phone! Please ensure this is checked prior to reaching out to your account manager.

If your client is new and has not received a lead in the first week, this is also not alarming. We are data gathering. Also after being live for 7 days we triple check our tracking set up. If there is a tracking issue, we’ll let you know. If tracking is working, you’ve just not gotten a lead yet. All new accounts get a two-week update from their account manager which will address lead quantity and if we feel we need to do something about it.

If you’ve checked the dashboard and they’ve not had a call in a day, that is not a big deal. Unless your client’s budget is over $5,000 it is unlikely that they will get a lead every single day. We do not investigate a day without leads.

When your client isn’t getting leads or there is a significant lead fluctuation, we are aware. Performance can fluctuate and it doesn’t always need to be alarming and might not be related to our management. Performance can fluctuate due to weather, competition and other external factors.

We are internally checking tracking, reviewing our change history over the time of the fluctuation and getting to the bottom of the performance issue. When we see something strange we’ll bring it to your attention and what is being done about it.

Cost-per-click (CPC) Increased/Decreased

CPCs fluctuate! A 15% fluctuation in either direction is normal. Typically we experience decreasing CPCs over time as we optimize accounts. CPCs on Search are much different than CPCs on Display. Search CPCs are typically over $4 and can be over 10 times that cost depending on the niche. Display CPCs are usually $0.25 – $0.75. As you can imagine, if we add a Display campaign, overall CPC will significantly decrease. Alternatively, if we pause a display campaign, average CPC will rise. This is totally normal. Some other reasons CPCs might fluctuate (increase/decrease) are a competitor has entered/exited the auction, we are testing bidding for a higher/lower position to understand the impact on conversions, you’ve added a new smart niche to the account which has a higher/lower CPC initially.

There is typically no reason for concern in these fluctuations. We’ll give you a heads up if we launch or pause a display campaign or see a radical change for another or undetermined reason.

Our focus is meeting your client goal, and CPC changes are simply outcomes of strategies to achieve that goal. In and of themselves, they are not important.

CTR Increased/Decreased

Fluctuation in CTR is extremely similar to CPC fluctuation and is normal. Search campaigns typically have a CTR of 2% or above. Display campaigns typically have a CTR of below 0.5%. When a display campaign is added or paused, CTR will expectedly change drastically.

There is typically no reason for concern in these fluctuations. We’ll give you a heads up if we launch or pause a display campaign or see a radical change for another or undetermined reason.

You’re Pacing the Budget Too High or Too Low

Our goal is to spend an advertisers budget within a given calendar month, however daily spend will not be the same day after day. A budget allows you to afford a certain number of clicks based on the average CPC. Some days you will not get as many clicks as others.

Google Ad Terms of Service and their spending algorithms allow them to spend double your campaign daily budget. This means throughout the month we have to continuously adjust that budget to get you the clicks you can afford. It is not uncommon to run out of budget early if you do not have a large enough budget to support your niche. In the end, if you run out of budget on the 26th of the month, it is because you’ve already received all the clicks you can afford.

We will notify you if we run out of budget early and give you the option to add a little more or pause until the next calendar month.

My Client Got Too Many Spam Calls

Hello? You’ve won a free cruise! We hate spam calls, and we hate to send them to your clients. Unfortunately, the world of call tracking numbers includes spam calls. One every few months is not a cause for concern, it just happens. Just think how many spam calls your personal cell phone gets!

If you receive multiple spam calls in a month, let us know via this form and we’ll get a new tracking number for you.

Conversions are Showing in Decimals

How can I get 1.4 conversions? When keywords play together (someone makes multiple searches and click multiple ads and ultimately leads to a conversion), we want to give everyone involved in winning that lead some credit. The first click and last click and all the clicks in between get partial credit for that win so we can optimize accordingly.

No Knee Jerk Reactions Guaranteed

It is really easy to jump and react to something small that seems like the start to a trend. That is bad! Knee jerk reactions are the first step in destroying account performance. So you’ve had a bad day. Stepping in a puddle one day doesn’t mean you’re going to cut off your foot. You’re upset at first, but then realize you just need to dry off your shoe and see what happens tomorrow. Now if you step in the puddle a few days in a row, you might need to watch what you’re doing more carefully. If you step in the puddle a week in a row, there is probably something wrong with you. That is how we operate.

When we see a trend that needs addressing, we address it and let you know what is happening. Please don’t feel dismissed if we do not jump to fix one step in a puddle, it is in the best interest of the advertiser.




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