Paid Search Questionnaire

SEO Dogs Paid Search Questionnaire

Thank you in advance for completing our questionnaire. Please take time to think through your answers thoroughly. There are few things more important to the success of a business relationship than transparency. The free and open exchange of data, opinion, and creativity goes a long way toward reaching your goals! So, the more information that you can supply us with in this form, the better we’ll be able to tailor your ads to your audience and goals, and your campaigns will get off to a stronger start.

Business Intelligence

Company Name (to be used in advertising)(Required)

Website(Required)

Who is the main contact responsible for approvals?(Required)

Main Contact's Email(Required)

If you would like us to add additional people to your Basecamp project, enter their names and email addresses here.

You may add multiple people by clicking the “+” after each entry line.

What specific URLs are we directing traffic to?

You may add multiple URLs by clicking the “+” after each entry line.

When are you typically available for a conversation if needed?(Required)

Morning (8a – 12p CST)

Lunch Hour (12p – 1p CST)

Afternoon (1p – 5p CST)

Technical Keys

Google Ads & Microsoft Advertising Customer ID

Please provide the Account IDs for any existing Google Ads and Microsoft Advertising (Bing) accounts

Do you have a Google Tag Manager account?

Yes

Unsure

Do you have a Google Analytics account already?

Yes

Unsure

Background, Goals and Budget

What specific business event or pain point (e.g., poor performance by previous vendor, sudden drop in organic traffic, new competitor, product launch, investor pressure) triggered the decision to switch agencies or hire us? What does 'failure' look like to you in the first 90 days?(Required)

Clients typically do not hire agencies when business is stable. They hire agencies during moments of transition, crisis, or opportunity. Is the trigger “Investor Pressure” (Need growth at all costs)? Is it “Competitor Aggression” (Need defense)? Is it “New Product Launch” (Need awareness)? Each trigger dictates a radically different deployment of the same PPC tools.

How will you measure the success of paid search campaigns?(Required)

POAS (Profit on Ad Spend)

CPC (Cost-Per-Click)

CPA (Cost-Per-Acquisition/Lead)

Other

Other measure of success:

What does 'failure' look like to you in the first 90 days?

What is a monthly ad spend range that you are comfortable with to start? NOTE: We will discuss further before setting a final ad spend. We recommend a flexible target that can be increased if profitable results are shown.(Required)

$500 – $1,500

$1,500 – $2,499

$2,500 – $4,999

$5,000 – $9,999

$10,000+

What is the maximum amount you are willing to spend to acquire a single customer?(Required)

When considering the value of one customer, also consider recurring purchases, multiple purchases, refer other customers.

Does your profit margin vary significantly by product or service, and should we adjust our bid aggression to prioritize high-margin segments?(Required)

Profitability Check: What is the maximum amount you are willing to spend to acquire a single customer (CPA)?(Required)

Are there predictable supply chain constraints, inventory shortages, or seasonal operational bottlenecks that should trigger an automatic throttling of ad spend? Conversely, are there specific 'fiscal dumps' or peak seasons where we must maximize scale regardless of efficiency?

When would you like us to run ads?(Required)

We can discuss this with you further, but 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.

Audience & Creative Positioning

Your Ideal Customer(Required)

Describe your perfect client. Examples: age range, gender, wealth, education, job title, language, pain points

The Negative Persona(Required)

Who are the people you DO NOT want to target? Examples: Job seekers, bargain hunters, residential clients

What is your target geographical area?(Required)

If applicable, consider how far will customers travel for your services (or how far will you travel to perform them?)

Are there any specific zip codes or regions within this area that we should exclude?(Required)

Competitor Radar(Required)

We will do our own research, but in your opinion, who are your top 3-5 competitors we should monitor?

The Competitive Edge(Required)

If a customer has your site open next to a competitor’s, what would make them choose you instead of the competitor? Examples: 24/7 Service, Family Owned, Price Match, Great Reviews, Better Credentials/Expertise, Testimonials, Beautiful Facilities, Cutting-Edge Equipment, Personal Care, Great Food, Affordable, Luxury

Do you have competitive advantages that are not reflected in your website?(Required)

On a scale of 'Passive' to 'Hostile,' how aggressively do you wish to target competitor brand terms? Are there specific competitors you view as 'off-limits' due to partnerships or industry truces, and others you specifically wish to conquest?

For display advertising, are there specific types of websites, topics, or content themes where you absolutely DO NOT want your brand to appear?

We use this to set ‘Exclusions’ to protect your brand’s reputation.

Political News/Opinion

Gambling/Betting

Mature/Adult Content

Tragedy/Conflict News

Gaming/Mobile Apps

Strategic Goals & Financials

Success Definition

Which of the following outcomes is your top priority for this campaign? (Select one)

Maximum Traffic (Growth)

Maximum Leads/Sales Volume (Market Share)

Efficient Cost-Per-Lead (Profitability Control)

Success Events(Required)

What actions on your site count as a ‘Win’? (Check all that apply)

Form Fill

Phone Call

Online Purchase

Download

Chat

Your Products and Services

Which of your products/services will we be advertising?(Required)

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.

What is your approximate profit margin on the products/services you mentioned above?(Required)

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.

What terms might your customers use to search for the products and/or services you mentioned above?(Required)

Please add as many as you can think of, separated by commas.

Are there high-value keywords you'd like to prioritize specifically for your campaigns? Examples of such products/services would be: (1) ones for which you have a high margin/revenue, (2) ones that may lead to purchases of other products, or (3) any other reason (if so, please explain).

Please add as many as you can think of, separated by commas.

Can you think of any keywords we should *avoid* in your campaigns? Examples: products/services with low margin or ones you would rather not provide, competitor names, terms that might get confused with other words/products/services, etc.?

Please add as many as you can think of, separated by commas.

Are there any trademarks, copyrights or other information we should know about when writing ads?

Thank you!

Thanks for completing this form, it will get us off to a great start! If there is anything else you can tell us that might help us understand your business better and build successful campaigns, please let us know here.

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