Paid Search Client Survey

• Company Information

• Company Name
• Phone
• Website Address
• Primary Contact Name
• Primary Contact Email

• Background

• What are your geographical constraints?
  (Ads appear based on IP address. We can restrict them by zip code, city, metro region, state or country)
• Are there any federal or state regulations that we should be aware when creating ad copy and landing page versions?
• Who will need to review or approve ad copy and landing pages? Will your Legal Department need to review materials?
• Would you like to target users in languages other than English? Do you have in-house translators?
  (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.)
• Do your customers have any seasonal or geographic buying patterns?
  (We recommend adjusting budgets seasonally, rather than pausing accounts, which negatively impacts Quality Score and cost-per-clicks.)
• Can you elaborate on things you have tried in the past? What worked well and why do you think it succeeded? What didn't work and why do you think it failed?
• What’s your budget range?
  (Explain fee structure)

• Goals / Metrics

• What are your metrics for success? CPL, CPA, ROI, engagement time, brand recognition, etc?
• What will make this campaign successful in your eyes?
• Do you have any historical or current benchmarks for these metrics we can trend against?
  (e.g. previous paid search performance or other channel metrics?)
• What is your average margin on a sale or what is your average cost of goods sold? What are the expenses that go into the cost of goods sold?

• Tracking and Reporting

• What tracking systems and social reporting systems are you using now?
• Are you able to trace offline actions and sales (call center, retail, post-lead conversion) to online investments? If so, how?
• How do you currently measure ROI?
• Are there any security compliance regulations we should know about that will make it hard to get our tracking code onto your site? If there are, who should we start talking to now?
• Are there any in-house reports or dashboards you will want our data integrated into? If so, can we see them so we can deliver data to you in the right format?

• Messaging / Offers

• What has worked and not worked in the past for a benefit and offer messaging standpoint?
• Can we see the creative (banners, search ads, email, and landing pages) you have ran in the last couple years? Do you have the results for these various executions?
• What makes you different from your competitors? Why are you better?

• Display Ads

• Are there web properties that you want your ads to run on? Why?
  (Web properties like Facebook, local sites, news sites, etc)
• Are there web properties that you do NOT want your ads to run on? Why?
  (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.
• Would you like us to generate creative?

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