How to run successful PPC campaigns? Our step by step methodology

Jakub Bendlewski
Digital Marketing Strategist

It may seem obvious and trivial, but it is actually true, that each PPC project on which we work together with our clients, is different. Due to the product or service specifics, type, and size of business and goals that are meant to be achieved with our help, we need to outline slightly different courses of action for each project we undertake.

This is why we never offer generalized solutions for our clients, but prepare each proposal of collaboration ad hoc and with the individual approach. We always try to understand our clients’ problems and needs, and after an in-depth video interview, we can propose a suitable strategy.

However, to make sure that we deliver excellent results to our clients, and that they fully benefit from it, we developed a coherent methodology for conducting successful PPC campaigns, which is in line with our teal organization approach.

Today we would like to present you a step-by-step guide to our methodology, which we use while working on PPC campaigns (Google Ads campaigns, Facebook Ads campaigns, LinkedIn Ads campaigns, etc.) together with our clients. The core of this process is based on constant communication with clients, reporting, and ongoing cooperation.

What is also unique about our approach to PPC campaigns, is that we use the time tracking tool named Clockify. Thanks to Clockify, our specialists can type in all tasks they perform for the specific project in real-time. If the client wants it, we can generate a Clockify report, which summarizes all the hours spent by our specialist on a given project, as well as names of particular tasks they performed within it. Because of that, our clients know exactly what they pay for, per every hour of our specialists’ work.

You can better understand our transparent financial approach and the benefits of time tracking in a teal organization while reading our self-case study on that topic.

Step 1: Getting to know the client

Getting familiar with clients’ problems and needs before our collaboration is important to us. To obtain that, we usually schedule a discovery video call, during which we can find out what the client already knows about PPC activities, whether they have previously carried out activities on platforms: Google Ads, Facebook Ads, LinkedIn Ads, whether they already worked with other PPC digital agency, etc.

Step 2: Answering onboarding questions

To fully understand our clients’ needs and focus on goals to be achieved, together with the client we complete a short onboarding questionnaire. This is usually done during the first discovery video call when our specialist asks questions and makes notes basing on the client’s answers. All the information gathered allows the specialist to prepare an offer tailored to the individual needs of the client.

Step 3: Analysis of the client’s current website condition and social media accounts

Along with processing information gathered after the first discovery video call with the client, we also analyze the current condition of the client’s website and the current status of the Google and Facebook accounts (for Google Ads and Facebook Ads), but also other social media, if needed. We gain access to information that will be crucial to proposing an optimal PPC strategy and financial estimates.

Step 4: Access to platforms (after signing the NDA)

To complete the analysis of the current condition of the client’s website and Google, Facebook, and other social media accounts, we need access to platforms such as Google Analytics, Google Tag Manager, Google Search Console, Google Ads account, and Ads account on Facebook Business Manager. These let us verify what activities were previously undertaken in the field of digital marketing and PPC actions and what their results have been so far. To make sure that everything is on the safe side, we sign the non-disclosure agreement which legally protects both parties. If the client does not have these accounts, we set them up by ourselves, however only after signing the contract and receiving the payment.

Step 5: Collaboration proposal

Based on the analysis performed by our specialists, we prepare a collaboration proposal, which we usually present to clients during a second video call. In the proposal, we include suggestions of specific actions to be performed within PPC campaigns, the main goals to be achieved with the campaign, the estimated working time of specialists engaged in the project, and the total valuation of the entire project.

Step 6: Suggestion for a broader spectrum of digital marketing actions

At this stage, we often see a potential for the client to benefit from other solutions than just PPC campaigns. Since we specialize in many areas of digital marketing, we keep an open mind and suggest a broader spectrum of solutions, such as SEO, Copywriting, Analytics, Web Development, Graphics, UX/UI/CRO. If the client is interested in an additional collaboration, we prepare similar analyses from specialists in particular areas and include the recommendations in the final proposal.

Step 7: Project valuation

A PPC project valuation is always determined by a specialist in a given area, who prepares an optimal strategy for a client. In the case of Google Ads campaigns, the pricing depends on the keywords for which the campaign will be conducted, as well as the analysis of competitors’ activities and the type of advertisement (display, video, or text).

In the case of Facebook Ads campaigns, the pricing depends on the complexity of the campaign structure, competition, and the possibility of promoting various services or products. Also, it’s worth knowing that the total cost of a PPC campaign always consists of the sum of the budget for the campaign itself and the cost of specialists’ work to support the campaign and manage the project.

Step 8: Signing the contract

When the client accepts the proposed collaboration strategy, we collect data for the contract and sign it via DocuSign (an electronic signature), according to our final findings. The contract, among others, includes information on the scope of activities which will be carried out in the exact time frame and a specific amount of money on which we agreed before.

Step 9: Deciding on the payment model

At MTA there is no single, fixed payment model for conducting PPC campaigns. We are flexible and try to adjust the payment according to the client’s preferences. Not always do we have to wait for the first payment from the client to work on campaigns and launch them.

Sometimes, when clients themselves pay the budget to the advertising account (with their credit card) the payment of our agency fee takes place after the first month of providing the service. However, when we are paying for the actions on PPC campaigns from our account, then we need to wait for the first payment in advance from the client.

Usually, before starting the campaigns, we agree with clients on one of the following payment models:

  • flat fee,
  • % ad spend,
  • flat + % ad spend,
  • success fee,
  • flat + success fee,
  • hourly rate.

Step 10: The beginning of the collaboration

After signing the contract by both parties, confirming the payment model, and having access to the needed Google Ads and Facebook Ads accounts and analytical tools indicated by the specialist, we can start performing the first PPC activities for the client.

Step 11: Connecting the analytical tools and launching the campaign

Some of the most important activities in the process of launching a successful PPC campaign include:

  • setting the appropriate parameters in Google Ads or Facebook Ads,
  • correct configuration and connection of analytical tools,
  • setting the conversion tracking in Google Tag Manager and Analytics,
  • creating audience lists to gather users for future remarketing campaigns.

Only when we have the entire campaign properly configured and well designed, with the client’s final approval, can we launch it.

Step 12: The „test month”

The first month (or two) of our PPC activities is the so-called “test month”, during which we test and set different campaign parameters and check how they perform. During this “test month” we check different keywords and optimal target groups, we build an extensive list of negative keywords, start optimization for Smart Bidding 2.0, examine the obtained Quality Score (ad relevance) and try to improve it or tell the client what to improve on the website. We do this to see which advertising strategy works best for a client and is the most profitable.

Step 13: Constant optimization

Each subsequent month of our collaboration is a time for further optimization of the designed PPC campaigns, to achieve the best possible results. Our ongoing collaboration is based on reporting campaign results, adjusting bids, testing further keywords and target groups, and possible budget redirection.

We also value receiving constant feedback, which allows us to understand the client’s perspective and lets us find out what we should focus on in the subsequent optimization of the campaign.

Step 14: Always in the team of two

To make sure that PPC campaigns for our clients are properly taken care of and supervised, we always engage two specialists, who excel in the given field (Google Ads, Facebook Ads, LinkedIn Ads, etc.). Dedicated specialists supervise the course of campaigns and actively communicate with the client about the results.

Meet our amazing Team!

Step 15: Consulting the details and distributing work among team members

The most important part of all the activities carried out at MTA during collaboration on a PPC project is real-time communication between our specialists and the client, which takes place all the time. For that, we use tools such as Google Chat, Google Meet, Skype, Slack, Asana, Zoom, etc. Together we consult all the details of conducted campaigns, distribute the work among our and client’s team members, report results as well as the blockers which occurred, and ask follow-up questions.

Step 16: The importance of reporting

Daily, weekly, and monthly reports on one hand allow clients to control our activities on a PPC project. On the other hand, they are important to us, because they let us monitor the performance and results of the campaigns, which settings are responsible for better conversion, and why.

How we report all our activities performed on a PPC project, depends on the clients’ preferences. It can be as simple as regular (daily, weekly, or monthly) e-mail summaries, detailed reports prepared in a spreadsheet, Asana / Slack / Trello reports that the client can also view, Loom summaries, or via Google Data Studio.

Step 17: Our financial transparency

As mentioned at the very beginning, we value financial transparency and believe that it’s crucial to honest, reliable, and long-time collaboration. For financial transparency, we can generate a Clockify report for the client once a month. Such a report indicates how many specialists have spent time on which activities within a given PPC project.

Thanks to that our clients know exactly what they pay for, per every hour of our specialists’ work.

Step 18: Constant communication and total honesty

We focus on the total honesty of our relationships with clients and believe that we can all benefit from acting as a part of the same team. This way, with a partnership approach, a problem-solving attitude, and sincere bilateral communication, we can collaborate more efficiently.

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