Getting Started

Congratulations!

A new PPC client is exciting news!

But it doesn’t end here!

Now it’s time to get the ball rolling on the campaign setup. It’s important to fill out the form while the discussions with the client are fresh in mind. That ensures all strategies and client requests are communicated clearly to the Operations team (via PPC Campaign Setup Intake form).

Inside the PPC Campaign Setup Intake Form

This form provides the Operations team with all the information it needs to successfully execute an ad campaign that matches/exceeds performance expectations. We collect basic information like Budget Amount and Preferred Start Date, but the most influential section is at the bottom. There are many strategic factors that should be considered and discussed with the client prior to launch.

Location Targeting – By default, we start with a radius of 10 miles. In a higher populated market, we might start lower at around 5-7 miles. It’s important to discuss this with the doctor, as they know their area best and can warn us of obstacles we are unaware of (low-income zip codes, bridges, etc.) and other areas of opportunity (local behaviors and search terms, trademarks, etc).

Target Services – The doctor may come to us wanting to do implant ads only, but with research, we may find that keywords for Dentures are less competitive, and have a high chance of yielding an implant patient.

Zip Code Distribution Reports – In a multiple location or high-population scenario, a zip code targeting strategy may be helpful. It allows us to see how far their current patient base is willing to travel, and in some cases which neighborhoods are able to afford high-end cosmetic services like Veneers or Implants.

Things Are Set in Motion...

The PPC Campaign Setup Intake form, when completed, will set in motion a series of automations to begin the processes listed below. In total, these are estimated to take 5-10 business days after form submission to complete.

Account & Analytics Setup
Call Tracking Ordered & Set Up
Landing Page Design

Ad Copy Creation
Display Ad Creation
Dashboard Training

Client Requests

It’s not uncommon to receive a request or two from the client during the campaign setup phase. It is vitally important that you know the extent of what we (NPI) are willing to share, and why, so the client has clear expectations.

For this training exercise, go down each row and read the client request (left) and the corresponding compromise (right) that should be offered by the NPI team member. Flip the box for more details.

Request

NPI Response

"I don't want any ads out there that I haven't seen yet."

We use hundreds, if not thousands, of ads during an account’s lifetime. The client doesn’t have that kind of time.

"I'll send over a few examples, but ultimately, Google will tell us what works best in your market."

It is more cost-effective for the client to test ad copy variations as quickly as possible.

"I would like to add more content to the landing pages. There's not enough information."

Our designs are tested and proven. It is in their best interest to let us guide the landing page design.

"The amount of content is limited for user experience, but a review on accuracy is always welcome."

Sometimes they have a simple request, like a different profile picture. Listen first, then guide them accordingly.

"I would like access so I can see my Impressions, Keywords, and Cost-Per-Click metrics."

These metrics do not determine the overall success of the campaign. Why focus on them?

"Lets focus on Cost Per New Patient. You can get all the data you need from the CallSumo dashboard."

Most marketing companies end at # of calls. We go all way to the new patient appointment. All metrics before this should be irrelevant to the client.

Lesson Content

Getting Started Quiz

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