Paid Search Client Survey

  • Company Information

  • Background

  • (Ads appear based on IP address. We can restrict them by zip code, city, metro region, state or country)
  • (Explain that this will require translation of keyword lists, ad copy and landing page copy. We recommend Canadian campaigns be built in English and French.)
  • (We recommend adjusting budgets seasonally, rather than pausing accounts, which negatively impacts Quality Score and cost-per-clicks.)
  • (Explain fee structure)
  • Goals / Metrics

  • (e.g. previous paid search performance or other channel metrics?)
  • Tracking and Reporting

  • Messaging / Offers

  • Display Ads

  • (Web properties like Facebook, local sites, news sites, etc)
  • (For example, some clients may want to exclude their competitors’ sites)
  • Note: The display network we use most often with clients, the Google Content Network, encompasses thousands of websites and changes frequently. We can set up “managed placement” campaigns, where ads will only run on pre-selected web properties (for example: Gmail.com or About.com), but you may miss out on “under the radar” websites that may yield efficient CPAs. Also, note that we can’t pick page content or location on the page. We can set parameters, like bids and excluding adult sites, but it is important to understand that we don’t have the same level of control that we do with paid search ads.