Search Engine Marketing | Welcome Kit

Welcome to Search Engine Marketing! To set up your new Search campaign, there are a few things our fulfillment team needs to get started.

1. Google AdWords and Google Analytics

Google Adwords: To get your campaign started, we need to access your Google AdWords account. If you do not have a Google AdWords account, we can build one for you.

Google Analytics: A Google Analytics account will show how much of your website traffic comes from Google AdWords. Grant Postmedia access to your Google Analytics account to link Google AdWords.

2. Refining or Building a Campaign

To refine an existing campaign or build a new campaign we need to know a few things about your business and website.

1. Describe your business and how you are different than the competition.
2. Which products and services do you want to focus on?
3. Are there any branding messages you want to communicate?
4. What would you like potential customers to do when they visit your site (e.g. place a phone call, consume content, purchase a product or fill out a form)?

3. Search Engine Marketing: Conversion Campaigns

With a conversion campaign, you can track customers that have qualified interest in your business by placing a Google AdWords pixel on your website through Google Tag Manager.

Pixel: A pixel is a piece of code or tag that records important information to help evaluate the performance of your marketing campaign.

Google Tag Manager: Google Tag Manager is a user-friendly solution to manage the pixels or tags on your website. A container is used to make it easier to add more than one tag to your site.

If you have Google Tag Manager:

• We will send you the Google AdWords Conversion Pixel to add to your Google Tag Manager container so you can start tracking.

If you do not have Google Tag Manager:

• We will create a Google Tag Manager container for you, which you will place on your website.
• Once that is complete, we will place the Google AdWords in the Google Tag Manager container so you can start tracking.

What You Will See From Us Once we understand your business and marketing goals, we can build your search campaign. We will provide a Microsoft Excel file with your campaign details such as keywords, ads and extensions for you to approve before launch.