$500 or more, monthly
For every client we do the same things, but we do it in slightly different ways. We're always driving traffic (Using Google Ads, Bing, Facebook Ads, Pinterest, LinkedIn, Quora, Adroll, Perfect Audience, etc).
We're always measuring the quality of that traffic. Most often in Google Analytics, but if possible in conjunction with a client CRM like Hubspot, Zoho or Salesforce.
We put in a lot of work up front talking about conversions--what we're going to measure and how we're going to assign value. And making sure that we can measure those things effectively.
And beyond the initial set up, we're constantly working to improve something. What that something is can change. But it’s always connected back to the business goals of our clients and grounded in our quantitative, ‘if you can’t measure it, you can’t affect it’ mentality.
The CYS mission statement: Drive more sales for our clients with an effective and measurable traffic acquisition strategy.
How Do We Do It?
In plain language, it goes like this--get analytics set up, get traffic coming in, measure, compare, start new test. It’s a framework we use to replicate success across industries. In more detail:
Part One - Conversion Tracking Set Up + Ad Accounts Set Up + Remarketing + Keyword Research
The key takeaway here is getting analytics right. Everything follows from our ability to accurately measure outcomes.
Part Two - Campaign Set Up + Traffic Testing & Optimization
Part two is all about iteration—creation of new keyword strategies, implementing advanced bidding technology, setting up remarketing campaigns, and reworking ad copy for continuous improvement.
But it’s not the trying new stuff part that’s important. It’s our process for working through those ideas in a systematic way. This is really our secret weapon. And of course, it’s a spreadsheet.
CYS optimization framework: https://www.cysppc.com/the-cys-process/
It can be labor intensive. But the end result is that we have more understanding and more control over the outcomes in our client’s accounts. We’re not just guessing.
Part Three - Conversion Rate Optimization
By now we usually have a solid understanding of variances in conversion rate by traffic source and we’ve done some good conversion rate optimization in Google Ads and our other digital marketing channels.
Next stop--landing page tests.
It’s always the case that after, and even sometimes before optimization can be fully worked out within the ad accounts--that we need to get our landing page game right.
We’ve seen a lot of different situations here. And the truth is one-size-fits-all is just not true when it comes to landing pages. But the results can have a make-or-break impact on the overall success of a campaign.
And That’s All There Is to It!
I’m being a little tongue in cheek there, for sure. It’s a lot of work. And that’s why we like to set ourselves up for success by planning for it to take some patience to get through.
But on the other side of all this work is a predictable digital marketing funnel that’s designed from the ground up to produce replicable results and a system for ongoing optimization.
That’s the CYS process!