The Paid Search Program Launch Discovery Process

Posted by Peggy Franz, Manager Search Services

Every client’s search program is unique depending on their industry, marketplace and customer base.  To tailor the launch for every client, Performics utilizes a detailed Discovery Process, which includes client launch calls to acquire key advertiser inputs, a Diagnostic Assessment, and a post-launch SWOT analysis.

During the launch call, many inputs are discussed with the client, including budget and ROI goals, success metrics, promotional needs, seasonality, frequency of content changes, demographics, and geography. Prior to these calls, the client completes a detailed Discovery Document.  The launch and program teams analyze and discuss these inputs and conduct a thorough site and competitive analysis, which helps determine program structure, creative, and targeting.

One key to a successful launch is Performics’ systematic approach to understanding the strengths and weaknesses of a client’s current program. A Diagnostic Assessment of all existing search programs is performed to discover what is working and what is not.  This assessment reviews critical components such as campaign structure, keyword management, copy management, landing page management, and bid management/budgeting.  Recommendations and opportunities are identified and presented to the client.

Approximately four to six weeks post launch, a SWOT analysis is performed to further perfect the client’s program.  This evaluation drives further program refinement to insure that all goals are being met.