With an average of over 3.5 billion searches per day and some 40,000 search queries every second, if you sell it, chances are someone is already Googling it. It’s not enough to pay to stand out from the crowd on page one of Google: it’s about making your dollars go as far as possible and reaching the right people, at the right time, for the lowest cost.
Paid Search Audits
Let’s start with our best foot forward, shall we? When we begin any engagement, the first place we look to ensure future success is the data and insights that you’ve already collected. We learn just as much from what hasn’t worked as from what has. We need to understand what you’ve done in the past before we can chart your future.
If you’re already running paid search campaigns, we’ll ask for view-only access to your account and poke around a little to find those areas of improvement or potential holes in your current strategies.
If you don’t have access to your past campaigns or if this is your first paid search effort, no problem. We can start from the ground up. Our team of specialists will be there to guide you through every step to ensure that we’re collecting the information we need to get started the right way.
Paid Search Media Planning
The heart and soul of what we do is gaining a granular understanding of audience search nuances, the experience to know what has the best chance to succeed, and the skill to tie it all to your goals…this is Rebel at its core.
Starting (as always) with data, our paid search media planning process first maps the competitive landscape in which you operate. We excel at finding those smaller niches, or “digital front doors,” that can help you stealthily enter a market—regardless of the size—or we can provide a roadmap for complete SERPs (search engine results page) dominance.
Keywords Are Key
Once we know what your competition is doing, we explore what your ideal audiences are looking for—from the keywords and phrases they’re physically entering to the meaning (customer intent) behind those searches. Are they looking for more information? To buy now? To sign up today? Each captured search term gives us greater insight into customers’ needs and better helps us tailor our campaigns to best align with their expectations.
At Rebel, we drill down into keywords with a passion. It’s keywords that help us tailor ads back to search queries and report back on what people are searching for, how many of them are looking, and even what the cost of appearing first for the most valuable search terms is.
Seasonality & Market Trends
Beyond your first-party data and learnings, Rebel applies data from macro- and micro-level trend analysis to each specific business to help make sense of and plan for shifts in the market landscape. Our goal is simple: be in-market when the audience is hungry for what you have to offer. By constantly analyzing keywords at geo-specific granularity, we’re able to map out the highs and lows of product and service demand, ensuring that your dollars go the furthest when it matters most.
Reporting & Analytics
At Rebel, our philosophy is simple: Your data is yours. Period. When combined with the wealth of granular information provided by Paid Search, that means insight into every impression, click, cpc, demographic data point, search report, and much more. To take it a step further, we track the actions these users take not just on the ads, but also on your website.
We work with you to create customized dashboards to showcase this information in easily digestible ways for you or whomever needs to see the data.
Optimizations & Testing
Data represents a story that is never finished. It’s an opportunity to continue expanding and to beat the previous best with something even better, backed by fact. That’s why we never stop testing and optimizing.
Once a plan is presented and approved, we immediately go to work trying to prove that it wasn’t the best. We test our original plan against new search terms, audience demographics, locations—any of hundreds of possible combinations in the pursuit of finding something better.
The real beauty of paid search is that it’s a living, breathing ecosystem. And like any ecosystem, it requires constant attention to ensure that you’re never outcompeted.
At Rebel, that means assigning a paid search specialist wholly dedicated to your account, tasked with drilling into the numbers on a weekly, sometimes daily, basis to figure out what’s working and what can be improved upon.