Sun City Marketing

SCM Logo for Sun City Marketing, Website Design And Development

Google and Bing + PPC Consultant in California

Targeted Paid Search and Display Advertising Services

Ready to grow your business with Google search ads, Google display ads,Yelp advertising, or another form of PPC advertising? I’ve worked with small businesses to grow revenue and generate leads, and I would love to help you do the same.

My Process: How I Build Industry-Leading Paid Search Campaigns

The Client Research Phase

I want to know everything and anything that can help me grow your business through PPC advertising. This includes, but is not limited to:

  • A considerable amount of conversation with you about your business
  • Deep research into your brand, niche, and the subject matter surrounding your field
  • Research into your key performance indicators (KPIs) – what needs to happen for you to consider this a success?
  • A dive into your business’s key differentiators
  • How you want your business to be perceived

The Competitor and Keyword Research Phase

I will use my competitive research tools to see who else is advertising in your vertical, the tactics they are using, and how we can best compete. Armed with this knowledge, I can set reasonable cost per click (CPC) and cost per lead (CPL) expectations; it will also help me create ads that will stand out to your target audience.

Keyword research is more complicated. I’ll start with a seed list based on your business offerings and plug that list into Google Keyword Planner, SEMRush, and Ahrefs (keyword research tools), then, once I have a starting list of queries, I’ll refine it based on relevance, competition, and monthly search volume.

The Ad Creation Phase

I will create a number of advertisement mockups based on the research mentioned above and send them to you for approval. I always recommend testing contrasting ads against each other, so I may send you a set of ads that include positive (aspirational) messaging, negative messaging, and neutral messaging. In digital marketing, it’s worth testing every angle.

The Targeting Phase

In this phase, we’ll decide on things like geographic, demographic, or interest-based targeting. You may need more customers in a particular state or region, or you may be trying to break in a certain age bracket — I can create your Google search campaign accordingly.

The Optimization Phase

Optimization starts the same day that your campaign goes live. I view a number of daily reports, including exact search term reporting, geographic reporting, time of day reporting, and more, and I can make data-driven decisions based on those reports.

If I see an irrelevant search term coming through, I’ll block it with a negative keyword list. If I notice that your conversion rates are higher in New York than Connecticut, I’ll create bid adjustments accordingly.

Optimization is an ongoing phase, and as a result, your average CPC and CPL will decrease over the course of your campaign.

The Reporting Phase

I’ll cover the reporting process in more detail below, but I always create clean, easy-to-read reports that you can view any time. You’re not relying on my word for anything — you have access to the first party data yourself, and you are always welcome to ask questions about what you are seeing.

Google Display Advertising + Other Networks

Google Display advertising, while effective for anyone when managed by an expert, is particularly beneficial to businesses in either of these categories:

Businesses In Niches With Absurdly High CPCs (Lawyers, for Instance)

If you think a search campaign won’t be profitable, or if you can’t stomach the thought of paying $50-$150 per click (certain niches only), display advertising might be a good fit. By using custom intent audiences, custom affinity audiences, and other targeting mechanisms offered by Google, we can still reach very specific marketing segments. In fact, I wrote an article about this on the Majux Marketing blog.

Businesses Generating a Significant Amount of Volume or Brand Awareness

Display is a great option for well-funded brands who are trying to get hundreds of thousands, or even millions, of highly targeted impressions. For instance, we could reach every internet user who is a male, interested in sports, and is over the age of 35. We can also make your audience far more granular and still get significant volume.

How Google Display Targeting Works

Google Ads and other platforms allow you to choose certain websites (called placements) on which to show your ads, block spammy or offensive sites, block or target mobile apps, and block or target YouTube.

Regarding placements:

We can load a list of websites, apps, and YouTube videos in Google Ads and show our ads on your placements. These campaigns are usually low volume, and you can’t rely on them for a sustainable lead flow, but they are a good value-add.

Regarding contextual targeting:

We can tell Google Ads to show your display ads on context around particular subject matter – this is often a better option than the placement strategy above.

Display audience targeting:

Google’s custom intent audience feature allows you to feed it’s AI a list of keywords and websites that are relevant to your business. In turn, Google will show your ads to web users who have been searching for those terms or visiting those websites recently. Google also offers scores of targeting based on market categories, demographics, and interest groups.

Display Networks Other Than Google

AdRoll is a growing advertising network with a huge list of high quality publishers at their disposal. I’ve run retargeting, video, and display campaigns through AdRoll, and I’ve always found their inventory to be effective and targeted. Facebook has a display network as well, and there are many other networks and channel partners that we can choose from if you need to create more volume.

Remarketing (Retargeting) Campaigns Via Display Advertising

Would you like to re-acquire website visitors who abandoned their shopping carts, explored your online store, or found your website? I can build audiences of website visitors based on a number of factors: which pages they visited, what actions they took, or what time period they found you during (ex. Black Friday shoppers).

Retargeting campaign clicks are very cheap — often $0.50 per click or less — and they provide tremendous value. Re-engage visitors you acquired via paid media, organic traffic, or email, and watch your revenue grow.

Display advertising is still the Wild West of digital advertising in many ways, so get in touch if you have any questions!

Let’s Grow Your Business

Simply get in touch and I’ll respond within 24 hours. The consultation is always free, and we can discuss the best path forward for your business before you spend a dime. An added perk to working with me is that turnaround times are always quick — there’s no agency red tape or bureaucracy. I’m looking forward to hearing from you.