Bought Media

In order to execute effective PPC campaigns you must have a clear campaign structure. Each campaign has a particular focus and contains ad groups within it. Each ad group is even more targeted, has a specific purpose and should include multiple, highly targeted keywords.

Having a well-organised structure will save you a lot of headaches in the future by ensuring your campaign is easily maintainable. It will also improve its performance due to the relevance of the keywords, ad copy and landing pages.

We will create a PPC campaign structure for you, using the keywords that you provide. We will define which ad groups should be created. One ad group equals up to 10 keywords.

We will send you our recommended PPC campaign structure in a PDF or Excel format.

• When keyword research / localisation / expansion has already been carried out.
• When you want to define the structure/improve the effectiveness of your PPC campaign.

The process begins by completing a briefing questionnaire with your project manager to clarify your PPC campaign objectives. This briefing will be visible to all the team members involved with delivering the service and is the foundation for all our quality checks. We will need the list of keywords that you wish us to base the campaign structure around.

A PPC specialist who is native in your target language will, under the supervision of your project manager, create a structure for your PPC campaign. They will create ad groups based on the keywords you provide, with approximately 10 keywords per ad group.

You will receive the PPC campaign structure in PDF or Excel format.

PDF and Excel

“Search queries”, “key phrases” or “keywords” are the words and phrases that internet users enter into search engines. PPC ads appear in the search engine results when users search for particular keywords. A search query report will show you which key phrases people are actually searching for and which terms trigger your ads to display. It is important to run regular search query reports for your PPC account, as this will help you to identify positive and negative keywords.

Positive keywords are keywords that generate a lot of impressions for your ad and are relevant to the products or services you offer. Since these impressions can lead to sales, you will want to add such positive keywords to your keyword list.

Negative keywords are those which also result in impressions on your ad but are not suitable for your website. Negative keywords can lead to people clicking on your ad but then leaving your website immediately when they see that you do not offer what they were searching for. This will increase your bounce rate and you will still have to pay for their click – a situation you want to avoid as it could lower the quality score of your campaign. You will want to block these negative keywords from your PPC ad campaign.

We will carefully analyse a search query report containing actual users’ search phrases which are driving traffic to your site through your PPC account. Based on the report we will add positive keywords and remove negative keywords as appropriate. This will ensure that the traffic generated through your PPC ads is more relevant. We will also provide back translations of these keywords as well as the match type we would advise you to set the keywords on.

We will send you a report detailing our findings and actions in an Excel format.

• When you want to refine which keywords trigger your PPC ads
• When you want your PPC ads to reach a more relevant audience

The process begins by completing a briefing questionnaire with your project manager to clarify your PPC ad objectives. This briefing will be visible to all the team members involved with delivering the service and is the foundation for all our quality checks.

In order to conduct the analysis, you will need a search query report for your account, which can be ordered separately if required.

A PPC specialist, who is a native speaker of your target language, will analyse the search query report under the supervision of your project manager. They will identify positive keywords and add them to your PCC campaign. They will also identify any negative keywords and block these from your PPC campaign to reduce your bounce rate. Back translations in English of all keywords to be added or to be considered as negatives will be provided.

Excel

Paid search (PPC) advertising allows you to bid to post ads that will appear when internet users search for certain trigger keywords on search engines. It is important that your ads have plenty of relevant and appropriate keywords as this will increase the likelihood of your ad appearing in search engine results and driving relevant visitors to your site. When you want help with optimising your PPC ads, without having to commit to lengthy management services, it can be useful to have an expert on-hand to provide one-off PPC optimisation advice.

We have extensive experience of working with advertising on Google, Bing, Yahoo, Naver, Baidu and Yandex, ensuring that we are up-to-date with their latest developments and new features. This enables us to provide exceptional level of support for your international PPC campaigns.

A PPC specialist will provide you with help with your PPC campaign, charging on an hourly basis. Based on your requirements, they will improve elements of your campaign and help you to understand why you aren’t achieving your objectives. This consultancy will cover areas such as your campaign strengths and weaknesses, bidding and budget.

The end result will be a healthier international paid search account that is focused on and optimised towards achieving your KPIs.

• When you need support or assistance with the optimisation of your PPC ad account without the need for on-going monthly management
• When you want to improve the performance of your international PPC ads

The process begins by completing a briefing questionnaire to clarify your objectives and to gather all the information we will need to carry out the optimisation or support required on your PPC ads account, such as your budget and KPIs. This briefing will be visible to all the team members involved with delivering the research and is the foundation for all our quality checks. We will need access to your paid search campaign.

A PPC specialist, under the supervision of your project manager, will assess the different elements of your paid search campaign, including:

• Optimisation to analyse the top and bottom performers and anomalies in your campaign
• Keyword-ad-landing page review to identify where potential issues lie within your account
• Bid management
• Budget allocation according to performance and your KPIs
• Ad optimisation (pausing underperformers)
• Monitoring of specific keywords
• Identification of keywords and ads that aren’t meeting your KPIs
• Identifying opportunities that can be pushed to drive improvement
• UTM tracking implementation for a maximum of 100 keywords
• Tracking implementation/setup (such as Yandex Metrica, Yahoo Analytics)

Based on your requirements, this service can ensure that:

• You know where the strengths and weaknesses lie in your YouTube campaigns
• You know what actions need to be taken to eliminate the weak points including bid management and ad optimisation – we can also carry out this task for you if required
• Your budgets are applied according to performance to ensure the elements of your campaigns that achieve your KPIs achieve strong visibility
• You know what opportunities there are in your campaigns to further improve performance

The PPC specialist will provide this consultation via a report containing their recommendations or they can make the necessary changes directly to your campaign, if you prefer.

Report or active optimisation

Pay-per-click (PPC) advertising allows you to bid to post ads that will appear when internet users search for certain trigger keywords, and only pay when a user actually clicks on your ad. The more you bid and the higher the quality of your ad, the higher it will rank in the search results. Running PPC campaigns should be an integral part of your international online marketing strategy as they enable you to reach a wider audience and consolidate your presence online.

Callout ad extension let you include additional text with your search ads that provide detailed information about your business, including products and services you offer. Callouts appear in ads at the top and bottom of Google search results. You can add callouts when you create your campaign. Callout extensions are optional when you order ad text creation.

• When you want to run a PPC campaign but do not have the time, resources or expertise to do so
• When you want to run a PPC campaign in different languages and do not have the in-house resources
• When you want to sell your products/services in a new market

The process begins by completing a briefing questionnaire with your project manager to clarify your objectives for the PPC ads. This briefing will be visible to all the team members involved with delivering the service and is the foundation for all our quality checks. We will require the keywords you will be using in the campaign in order to create the ads. If you have not already conducted keyword research, this can be ordered as an additional service. We will also need the URLs of the landing pages to be used in the campaign.

A native speaker of your target language, under the supervision of your project manager, will create callout extensions for your PPC campaign.

Excel or PDF

Ad sitelinks are extra URLs that appear below your PPC ad and direct users to specific landing pages within your website. A PPC ad can include up to 6 ad sitelinks that appear when the ad is the top result for a search query. It is now possible, on Google AdWords, to display a short description under each sitelink in your ads.

Ad sitelinks give internet users more choice about which landing page they go to, meaning they are more likely to find what they want straight away from your website and use your service/buy your product. Using sitelink descriptions gives you more control over what is appearing on your ads and will also generate a higher click-through rate as the additional information will make the ads clearer.

A native PPC specialist will write descriptions for your ad sitelinks in your target language, to help improve your PPC campaign.

• When you want to give your customers more choice over which landing page they go to
• When you want to improve your PPC ad’s click-through rate

The process begins by completing a briefing questionnaire to clarify your objectives. This briefing will be visible to all the team members involved with creating the descriptions and is the foundation for all our quality checks.

A native PPC specialist, under the supervision of a PPC project manager, will create your sitelink descriptions and ensure that they are relevant to your existing landing pages.

You will receive the sitelink descriptions in an Excel file.

Excel

It is very important to regularly check your ads’ and landing pages’ relevance and performance, to ensure they are up-to-date and still effective.

Checking your ads’ and landing pages’ performance and removing poorly performing ads from your campaign will ensure that the remaining ads contain up-to-date information, which will improve performance by increasing the click-through-rate and conversion rates.

We will remove poorly performing ads from your campaign and replace them with new ones.

• When you want to ensure your ads and landing pages are up-to-date

The process begins by completing a briefing questionnaire with your account manager to clarify your advertising objectives. This briefing will be visible to all the team members involved with delivering the service and is the foundation for all our quality checks. We will need full access to your paid search advertising account.

A native speaker of your target language, under the supervision of your project manager, will check the performance of your ads, removing poorly performing ones and writing new ads to replace them.

You will receive a report containing our findings and changes in an Excel or PDF format.

Excel or PDF

In order to be able to advertise on a search engine, once you have opened an account and created your campaign, you need to upload your ads, keywords and banners. Making a mistake at this step can be very costly, so extra care should be taken to make sure the ads and keywords are uploaded are uploaded into the right campaigns and ad groups.

The Ad Text / Keyword / Banners Upload service offers the manual upload of your campaigns onto Google, Bing, Yandex, LinkedIn, Facebook or Twitter. A PPC Specialist will double check that all the information has been uploaded correctly in the right place and ads are ready to go live.

• When you are not confident in using your PPC account.
• When you are unsure where and how to upload your ads, keywords and banners.
• Whenever you have a new campaign that needs new ads, keywords and banners to be uploaded.
   

We will need full access to your PPC account as well as the ads, keywords and banners that need to be uploaded, along with any other necessary information such as campaign name.

You will be required to answer a series of briefing questions to ensure our PPC Specialist has all of the necessary information they need to upload your ads, keywords and banners correctly.

A PPC Specialist, under the supervision of your account manager, will upload your ads, keywords and banners to your Google, Bing, Yandex, LinkedIn, Facebook or Twitter account. Your project manager will carefully check that all the information has been uploaded correctly.

Upload of your ads, keywords and banners to your PPC account.

Pay-per-click (PPC) advertising allows you to bid to post ads that will appear when internet users search for certain trigger keywords, and only pay when a user actually clicks on your ad. The more you bid and the higher the quality of your ad, the higher it will rank in the search results. Running PPC campaigns should be an integral part of your international online marketing strategy as they enable you to reach a wider audience and consolidate your presence online.

When you want to launch a PPC campaign in a foreign market you can either write it from scratch in a target language or you can use the source campaign and localise it. When taking this approach, the risk is that the localised version goes over the character limit or that other search engine guidelines might not be adhered to. It is therefore extremely important to have a PPC specialist reviewing your ads prior to submitting them to the search engines.

We will review each localised ad to ensure the search engine's rules and guidelines have been followed. When a localised ad does not follow the guidelines and best practice, we will provide suggestions for adjustments to make sure the ads comply with the search engine's rules.

• When a PPC campaign has been localised but needs to be very close to the English source
• When you want a PPC specialist to review your localised ads to ensure they comply with the search engine's rules

The process begins by completing a briefing questionnaire to clarify your objectives. This briefing will be visible to all the team members involved with delivering the service and is the foundation for all our quality checks. We will need to know your target search engine.

A PPC project manager, will review your localised ads to ensure that they do not break any of your target search engine’s rules. If they do, we will suggest corrections. You will receive our review and any suggestions in an Excel file.

Excel

Google is the most popular search engine in the world, with over 80% of the global market share and well over 90% share in many countries. Running PPC campaigns on Google should be an integral part of international online marketing strategies.

PPC can be an effective way to quickly get your products and services visible to internet users, as well as test different campaigns and messages and determine which keywords are most effective for you in your market.

One of our PPC specialists will open a Google AdWords Account for you, ensuring all of the required information is included. This will enable you to launch a PPC advertising campaign on Google.

• When you want to improve your online advertising campaign

One of our PPC specialists will open your Google AdWords account, based on the company information you have provided in the brief and provide you with the relevant login details.

PDF and Excel

When we are working on your PPC campaign, it is useful for you to understand what we are doing and the results our actions are producing. This can give you an insight into your performance and can also inform your future instructions to us to further refine your campaign to achieve your desired results.

We will produce a Monthly Manual Report that will fully explain your campaign and will contain the list of actions taken during the month and the actions to be taken the next month. The report will also provide in-depth data on your KPIs in both graph and table format.

This report will be sent to you at the end of every month in a PowerPoint, Word or PDF format.

• When you want a full understanding of your campaign
• When you have launched a very large campaign

At the end of each month, your account manager will gather all the data related to your campaign. Your PPC strategist will analyse this data to gain an in-depth understanding of your campaign performance and activity. They will summarise this in a report, along with what has been achieved and what the next steps should be.

The report will include a variety of detailed data about your campaign, such as:

• Overall performance on a month on month basis
• KPI (clicks, impressions, click-through rate, cost per click, average rank, media spends, sales/leads*, revenue*, return on investment*, cost per sale*) in both graphs and tables
• A summary of campaign optimisation tasks carried out during the last month
• A summary of the future action plan
• Country insights (bank holidays, SEM news, events etc.)

* Only possible when the Unica tracking is in place.

You will receive the report on a monthly basis in a PowerPoint, Word or PDF format.

PowerPoint, Word or PDF

Expanded text ads are the new text ad format on Google. Expanded text ads allow two 30-character headlines and an 80-character description line. They are designed for today’s mobile-first world and give users more information before clicking on your ad.

When creating expanded text ads in different languages, it is essential that the copy includes one of the most popular keywords contained in the ad groups when possible but also reflects the local culture, includes a relevant call-to-action and is grammatically accurate.

We will create relevant, compelling expanded ad texts in your target language. The ads will clearly communicate your message, display clear calls-to-action and reflect the language and culture of the target market. The ads will be delivered to you in an Excel or PDF format and will include back translations in English if required.

• When you want to run a PPC campaign but do not have the time, resources or expertise to do so.
• When you want to run a PPC campaign in different languages and do not have the in-house resources.
• When you want to sell your products/services in a new market.

The process begins by completing a briefing questionnaire with your project manager to clarify your objectives for the expanded text ads. This briefing will be visible to all the team members involved with delivering the service and is the foundation for all our quality checks.

We will require the keywords you will be using in the campaign in order to create the ads. If you have not already conducted keyword research, this can be ordered as an additional service. We will also need the URLs of the landing pages to be used in the campaign.

A native speaker of your target language, under the supervision of a project manager, will create expanded ad texts for your PPC campaign. The number of ads we can create will depend on the number of keywords that you can provide. We can create up to three ads per ad group and up to one ad group per group of 10 keywords (e.g. 50 keywords => up to 5 ad groups => up to 15 ads in total).

We will send you the ads with an optional back translation in English in an Excel or PDF format. 

Excel or PDF

In order to be able to advertise on a search engine, once you have opened an account, you need to upload your campaign(s). Making a mistake at this step can be very costly, so extra care should be taken to make sure the campaigns are uploaded and the settings are configured correctly.

The Campaign Upload service provides the manual upload of your campaigns onto Google, Bing, Yandex, LinkedIn, Facebook or Twitter. A PPC specialist will double check that all the information and settings have been uploaded correctly and your campaign is ready to go live.

• When you are not confident in using your PPC account.
• When you are unsure of the correct settings to use for your campaign.
• Whenever you create a new campaign to add to your account.

We will need full access to your PPC account as well as the campaign that needs to be uploaded, along with any other necessary information such as country, language etc.

You will be required to answer a series of briefing questions to ensure our PPC Specialist has all of the necessary information they need to upload your campaign correctly.

A PPC Specialist, under the supervision of your account manager, will upload your campaign to your Google, Bing, Yandex, LinkedIn, Facebook or Twitter account. Your project manager will carefully check that all the information and settings have been uploaded correctly.

Successful upload to your PPC account