What is Repli's 30-60-90 Day Paid Media Process?

Repli's 30-60-90 day process is a structured approach for managing new PPC ad accounts, with key milestones at the 30, 60, and 90-day marks.

🚀 Objective of the 30-60-90 Day Process

The 30-60-90 day process aims to:

1. Provide Sufficient Time for Google’s Data Processing: Allowing Google ample time to gather and process data on keywords and ad groups without interruptions.
2. Optimize Based on Conversion Data: Making informed optimizations supported by collected data to transition to a maximize conversions bid strategy.
3. Ensure Organized and Effective Ad Campaigns: Allowing each ad group and keyword the necessary time and budget to prove its value and effectiveness.

This process allows Google’s “learning phase” to run without any significant interference. Google’s learning phase is a period of time at the beginning of accounts, after bid strategy changes, or after a campaign’s setting was changed where Google will begin optimizing the ads for the selected strategy. You can learn more about Google’s learning phase below in their help article. 👇

Google Learning Phase Help Article

🕒 30-Day Window

During the first 30 days, the account remains largely unchanged. This period allows the new ad account to run without any significant modifications, providing a baseline performance data set.

Repli's paid media team will add image extensions and location extensions to the new account once they become available.

• Image extensions allow Google to use provided images within the search ads.
• Location extensions allow for the location of the community to appear on the ad via Google Maps.

🕕 60-Day Window

At the start of the 60-day window, initial optimizations are made. These adjustments include

• Increase bids for keywords performing well
  • Some first-page bids may have increased since launch. To confirm we are appearing on the first page of all active keywords that are performing well, we’ll increase the max CPC we’re willing to spend to the current first-page bid for that keyword
• Review ad copy and pin headlines and descriptions based on performance
  • We’ll review how each headline and description is performing. If it’s being rated highly by Google, we’ll consider pinning it in our ads to confirm it shows up on 100% of our ads 100% of the time
• Add negative keywords based on the Search Terms report
  • The search term report provided by Google will relay to us what type of searches our ads are showing up for. Sometimes, our ad can serve to search terms that may result in unqualified traffic. To combat this, we’ll add any unqualified search terms to our negative keyword list, letting Google know we do not want our ad to show up for this search query
• Add Search Partners/Display networks
  • If we’re looking for an uptick in traffic and leads, we’ll enable the search partners and display network settings in all active campaigns. This will allow Google to serve our ads on their search network (Google Shopping, Images, Maps, etc.) and their partner sites (YouTube, non-Google sites, etc.)

🌟 This phase is critical for refining ad performance and enhancing the potential for conversions.

🕘 90-Day Window

Upon entering the 90-day window, further refinements are implemented:

• Change bid strategy from Enhanced CPC to Maximize Conversions
  • Check out more on Google’s bid strategies here
• Pause underperforming keywords/ad groups
  • We’ll run through all active keywords and ad groups, pausing those that have not historically converted in the account or have an exceedingly high cost per conversion
• Update headlines and descriptions for ads not meeting KPIs
  • At the ad level, we’ll determine whether each ad is meeting our Repli KPIs. If not, we’ll consider updating the headlines and descriptions of any ad falling short
• Review and refresh CTAs and images on the landing page
  • A high CTR and low conversion rate may indicate there needs to be some changes to the landing page. If this is the case, we may adjust the call to actions and images on the landing page to give it a full refresh
• Review location targeting (radius vs. city)
  • During account creation, we’ll begin running two separate targeting styles for each campaign; one focused on the city the community is located in and one focusing on a 10-15 mile radius surrounding the community. If we begin to see one target style outperform the other by a wide margin, we’ll consider pausing the underperforming one and pushing the full budget of the respective campaign into that targeting style
• Add additional campaigns:
  • Remarketing: A campaign centered around targeting website visitors, likely interested users who may convert on a second impression
  • Competitors: An additional search campaign that would target competitor’s branded keywords, allowing us to take ad space from nearby communities
  • Performance Max: A goal-based campaign type that allows performance advertisers to access all of their Google Ads inventory from a single campaign. It's designed to complement your keyword-based Search campaigns to help you find more converting customers across all of Google's channels like YouTube, Display, Search, Discover, Gmail, and Maps.

Additionally, this period involves transitioning to an automated bidding strategy, where Google adjusts bids based on the conversion rates of keywords. This strategy optimizes the account's performance by dynamically valuing keywords according to their historical conversion data.

🌟 At the conclusion of the 90-day window, a detailed month-over-month performance report and a comprehensive 90-day post-launch report are provided.

✨ 30-60-90 Day Process Summary

The 30-60-90 process ensures long-term ad success by optimizing the account methodically. It leverages data-driven insights and avoids premature changes that could disrupt the learning phase, resulting in a more effective advertising strategy. The process includes ongoing monitoring and analysis to spot trends and make data-driven decisions, ultimately resulting in a more effective and efficient advertising strategy.