Starting, building, monitoring and optimising a new search engine advertising account (SEA account) requires a well thought-out and structured approach. Besides creating the SEA account itself, MAXXON will determine the measurable goals against which the campaigns can be evaluated and optimised in consultation with you. Examples of common measurable goals are leads, online purchases, sales and ROI (Return On Investment). Less frequently used measurable (but not impossible) goals are incoming calls and brand awareness.

The next step is determining the account structure. This is a very important step because a good account structure ensures a better performance as well as a better overview. Moreover a good account structure also offers the possibility to relatively easily execute changes, for example in case that your search engine advertising campaigns must be part of a 360° campaign.

Consecutively we start building the campaigns themselves. The campaigns are filled through custom-made keyword and ad templates. After fine tuning daily budgets, campaign settings and ad extensions, the campaigns can go live.

The first few days after the activation of the campaigns, monitoring and adjusting are of the major importance. For example, it may be possible that one keyword consumes too much budget or that keywords have a maximum cost-per-click bid that is too low, disabling their chances on clicks and conversions. Depending on the amount of conversions (the measurable goals that we have determined in the first phase) we can start finetuning and optimising towards conversion optimisation after one week in average. In other words, this is the maximization of the goals determined in the first phase.

The above is just a brief summary of our approach to start up new SEA accounts. Please get in touch for more information or request a quote.