To create a paid search plan that will generate results.

To create a paid search plan that will generate results: -

Here's how to get started creating the paid search plan here. Here's a step-by-step guide to PPC planning to ensure the campaigns deliver results.

Paid search strategy mapping forces to dig into what works and what doesn't, review what works for the competitors, and create a plan.

The resulting plan ensures that they are prepared to meet and exceed the objectives and describes exactly how they will do so.

1. Review last year's results:

The best place to start planning a good year is undoubtedly the performance of the previous year, heck, even the last few years.

Take a look at the ups and downs throughout the year and ask oneself:

• Did reach the goal?
• What were the key learnings in terms of what worked and what didn't?
• Is there anything that would have been done differently in terms of campaign initiatives, testing, channels, budget allocation or otherwise?
• Are there trends or patterns that are transmitted over several years of data?
• What used to work that doesn't seem to work lately?
• Are there seasonal trends?
• Are there any performance anomalies?
• Can the cause of these be determined, and if so, are there any that should be attributed to other offline events or external factors?
• Ultimately, are they replicable?

2. Set goals:

One of the most important aspects of ensuring that have a good year is defining what it means to have a good year.

In other words, in the absence of benchmarks, it is impossible to determine whether performance exceeded expectations or fell short.

Most likely, some company-wide goals have been passed on to the department or agency.

3. Review the current landscape:

Having documented the trends of the last few years, one has the objectives in hand and one has a rough idea of ​​the trajectory throughout the year based on the performance of previous years.

The next step is to review the landscape.

Segment the data by month to see the trending performance.

Make a list of key competitors and gather some additional competitive research.

• On what terms are they bidding?
• What do the ads look like?
• What are they doing on other channels?

From there, identify if any of the findings apply to the efforts.

4. Analyze the strengths and weaknesses:

Following a competitive review is a good time to analyze the own strengths and weaknesses.

This should manifest itself in several ways, as it should be noted:

How the offer compares.

Purely from a product point of view, where do to win and where do to lose? Are these comments being shared with other parts of the company?

How well are messaging with that offer?

Does the value proposition need help? 

Are to targeting the right audience?

How well the channel's campaigns and efforts are performing.

Is there a great dependence on the brand?

Is there a good distribution of performance across different campaigns and types of campaigns?

How much time have to spend testing different types of campaigns?

In each of these areas, one should consider:

Where are doing really well?

Where the competitors are doing really well.

Where no one is really doing very well to help identify opportunities and threats.

This exercise can help to identify where the greatest value and opportunity lies.

At best, marketing is sharing the results of competitive analysis and the organization can rotate and improve products and services accordingly.

5. Identify tactical improvements:

If have already managed to drive performance through paid campaigns, to probably don't need to completely reinvent the wheel.

It may be worth having a second set of eyes audit the campaigns to see if they see performance opportunities.

At the very least, take a close look at the existing campaigns themselves to identify where one can get performance improvements.

Or, to capture more untapped volume, could focus on improving performance within a particular device?

6. Brainstorm possible expansion opportunities:

Based on the goals, identify the best channels and types of campaigns to help achieve those goals.

Think of all the potential channels that could contribute to the goals.

Think about the big picture, including but not limited to the major platforms.

7. Plan the campaigns:

Once have identified all the channels and types of campaigns they'd like to run, map through the buying cycle to make sure everyone is working together to guide potential customers through the funnel.

It was suggested to diagram this to ensure all campaigns are connected through audiences and micro conversions.

8. Create budget allocations and projections:

Based on all the work that has been done up to this point, have a sense of seasonality and trends.

Now is the time to allocate both the budget and conversion performance by month and by channel to ensure to set up for success.

Review these projections against trends from the previous year to ensure they are realistic and that all performance improvements are accounted for in tactical steps.

9. Circulate with stakeholders:

Whether operating in a team within a department, as an extension of a company through an agency, or in a role that has many roles within a small business, meeting with stakeholders on a regular basis is really valuable.

Here is a shortlist of items that need to be reviewed and discussed:

• The plans of each team contribute to the objectives of the company.
• This should ensure that the group's efforts, collectively, meet or exceed the company's objectives.
• All cross-channel or cross-channel efforts are described and agreed upon.
• All teams are comfortable with goals and plans.

10. Be prepared for the change:

In digital marketing, things can change quickly.

The same can probably be said for the competitive landscape.

Stay informed and be prepared to pivot!