Step 1 of 5 - Introduction
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Remember to consider recurring purchases, multiple purchases, and that customers refer other customers.
Consider your office hours, whether people are likely to contact you after office hours or weekends, whether you answer phones after hours and on weekends, etc. Keep in mind that after-hours and weekend clicks may be less expensive.
Consider how far will customers travel for your products/services, or how far will you ship products or travel to perform services.
Marketing channels don't operate in a vacuum. We look at your overarching strategy for three main reasons: 1. Accurate Attribution: Offline campaigns (like radio, mailers, or trade shows) often cause a sudden spike in people searching your brand name on Google. Knowing your full mix helps us accurately interpret your traffic data. 2. Consistent Messaging: Your digital ads and landing pages should perfectly echo the tone, branding, and special offers of your offline marketing. 3. Synergistic Growth: If we know you are running a direct mail campaign in a specific zip code, we can temporarily boost your paid search budget in that exact area to capture the increased local awareness.
Consider which of your products and services have the most demand, have the highest margin, are easiest to deliver, give you a competitive advantage, lead to sales of other products, etc.
In other words, how much does the product or service sell for, and how much does it cost you to make or provide? This gives us an idea of how many sales you might need of these products to profit from the amount you spend in ads.
Google Ads: Sign in to your Google Ads account. Look at the top right corner of the screen. Your 10-digit Customer ID (e.g., 123-456-7890) is located right above your email address. Microsoft Advertising (Bing): Sign in to your Microsoft Advertising account. Click on your profile name or the gear icon in the top right corner. Your Account ID (usually an 8-digit number) will be listed in the dropdown menu.
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