New Client Onboarding Process

1. Initial Client Meeting

  • Discuss Business Goals: Understand the client’s business objectives, target audience, and desired outcomes.
  • Review Current Marketing Strategy: Analyze any existing Google Ads campaigns, SEO efforts, and other marketing channels.
  • Define Success Metrics: Establish key performance indicators (KPIs) like ROI, ROAS, click-through rate (CTR), conversion rate, etc.

2. Account Setup & Access

  • Google Ads Account Creation: If the client doesn’t have one, create a new Google Ads account.
  • Grant Agency Access: Ensure the agency has the necessary administrative access to the client’s Google Ads account.
  • Verify Billing Information: Set up or confirm billing details and preferred payment methods.

3. Website & Landing Page Review

  • Landing Page Audit: Evaluate the client’s website and landing pages for relevance, user experience, and conversion optimization.
  • Tracking & Analytics Setup: Ensure Google Analytics, Google Tag Manager, and conversion tracking are properly configured.

4. Campaign Planning

  • Keyword Research: Conduct detailed keyword research to identify high-performing and relevant keywords.
  • Competitor Analysis: Analyze competitors’ strategies and identify opportunities.
  • Ad Copy Development: Draft ad copy tailored to the client’s objectives, audience, and offerings.

5. Account Structure Design

  • Campaign Structure: Plan and set up the campaign structure (Search, Display, Shopping, Video, etc.) based on the client’s goals.
  • Ad Groups Creation: Organize ad groups by themes, products, or services.
  • Bidding Strategy: Choose an appropriate bidding strategy (manual CPC, automated bidding, target CPA, etc.).

6. Ad Creative Development

  • Ad Extensions: Set up ad extensions (sitelink, callout, structured snippets, etc.) to enhance ad visibility.
  • Responsive Search Ads: Create responsive search ads to maximize ad relevance and performance.
  • Display Ads: Design or source display ads (images, videos) if applicable.

7. Launch & Monitoring

  • Campaign Launch: Activate the campaigns and confirm that all settings are correctly implemented.
  • Budget Allocation: Set initial daily/monthly budgets and monitor spend to avoid overspending.
  • Initial Performance Review: Conduct a review after the first 24-48 hours to ensure the campaign is running smoothly.

8. Reporting & Communication

  • Regular Updates: Establish a schedule for regular performance updates (weekly, bi-weekly, monthly).
  • Custom Reports: Set up custom reports in Google Ads and Google Analytics tailored to the client’s KPIs.
  • Client Portal: If available, provide access to a client portal where they can view real-time performance data.

9. Ongoing Optimization

  • Performance Analysis: Regularly review campaign performance against KPIs and adjust strategies accordingly.
  • A/B Testing: Implement A/B testing for ad copy, landing pages, and other elements to optimize performance.
  • Keyword Management: Continuously refine keyword lists, adding new high-performing keywords and pausing low-performers.

10. Feedback & Continuous Improvement

  • Client Feedback: Regularly gather client feedback to ensure their expectations are being met.
  • Strategy Adjustments: Be ready to adjust strategies based on market changes, client needs, and performance data.

11. Documentation & Record Keeping

  • Keep Detailed Records: Maintain documentation of all strategies, decisions, and communications.
  • Client History Log: Track the history of account changes, optimizations, and performance trends.