Search Advertising – Timeline

The following represents a standard roll-out timeline for a Search Advertising campaign. Depending on your individual situation, your timings may differ.

INITIAL PROJECT SET UP – (10 working days)

Kick off

  • You are assigned a dedicated project manager and receive a project kick off email.
  • We share project information and you provide review / feedback / approve.
  • You provide requested branding and marketing assets.
  • You provide us with access to key systems / platforms
    • Google Adwords (if you already have an account)
    • Bing Ads (when appropriate)
    • Google Analytics
    • Your Website / landing page system
  • We advise you on how to add your payment details to the advertising system.
  • Setup your Direct Debit mandate for payment of management fees.

Website / landing page preparation

  • We advise you on any required website and content improvements.
  • We defined and create Google Analytics Goals.
  • We install website analytics and conversion tracking codes.
  • When required we work together to produce campaign specific landing pages.

Initial research and advert campaign building

  • We perform in-depth market and target audience research.
  • We perform in-depth keyword research.
  • We write search adverts including variations for A/B split testing.
  • Configure general campaign settings such as;
    • location and language targeting.
    • Advert scheduling.
    • Search campaign structure (Ad sets and adverts).
    • Retargeting (when appropriate)
    • Display Network (when appropriate)

Visual Advert Design (for display or retargeting campaigns only)

  • We perform industry / sector / offering visual research.
  • We write and develop advert messaging.
  • We designed your adverts for you to review / feedback / approve.
  • We layout all advert sizes and content variations.


Review and development

  • We present to you our draft adverts and trigger keywords
  • Taking your feedback we develop the campaign and prepare for launching


Your campaign is launched!

OPTIMISATION – (monthly)

To become most cost effective, Search Advertising campaigns require constant testing, monitoring and attention. Our objective is to show a steady improvement in quality, quantity and ROI.

  • Research to identify new advertising opportunities
  • Keyword analysis and optimisation

  • Audience analysis and optimisation
  • Click through rate and quality score optimisation
  • Cost Per Click monitoring to help you receive the cheapest possible price
  • Advert content performance optimisation and A/B split testing
  • Visual advert design optimisation and A/B split testing (when appropriate)
  • New visual advert design (when appropriate)
  • Budget management including impression, share and lost budget
  • Google analytics and conversion tracking analysis
  • We produce monthly reports detailing all KPIs and essential data.

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Springhill Marketing is a trading style of Situnario Ltd, a company registered in England and Wales. Registration Number: 09449637. © 2007 - 2018 Situnario Ltd. All rights reserved.