Google & Bing Ads are an excellent way to drive users who are actively searching for your products or services. It’s also a great way to get to the top of the search engines for your highly-sought-after keywords when you’re not yet ranking organically.

Key Aspects of Google & Bing Ads

Keyword Research

Choosing the right keywords is the foundation of a great campaign.  When bidding, we only target keywords that indicate the user is ready to buy so we don’t waste money on people doing preliminary research.  Using keywords like “solutions” or “company” appended to their query is a good indicator.

Quality Account Structure

A quality account structure is the most vital aspect and something we have down to a science. We break your targeted keywords into tightly-themed segments so our ads and landing pages match the user’s search intent.

Ad Copy

Crafting the right messaging for your ads is critical to success.  For each ad group, we want to make sure our ads are speaking directly about the search query the user inputted.  This helps achieve higher click-through rates.

Landing Page Experience

Once we’ve gotten the user to the website, our job is done, right?  Wrong.  We create landing pages for each ad group so we can provide information that solely speaks about the query they inputted.  We avoid user frustration and “bounces” due to poor content navigation.

Cute Little Thing

Our Approach

There are several moving pieces within a Google or Bing Ads campaign that can affect performance and, if ignored, lead to wasting money. Our iron-clad approach ensures nothing slips between the cracks.

  1. 1

    Kick-Off Meeting

    Our kick-off meeting provides the opportunity for you to treat our team like new employees. We take this time to learn everything we can about your business. Typically this involves questions about your target customers, competitors, sales process, the solutions you provide, and so on. We’ll also obtain all relevant assets we’ll need to start building out the campaign.

  2. 2

    Competitive Analysis

    After gaining a knowledge base of your competitors, we perform an in-depth audit of their Google or Bing Ads campaign structure. This audit will provide insight into their monthly spend/budget, the ads they are running, and the keywords they are targeting.  We analyze this data to determine what is effective, what isn’t working, and what we can do to outperform them.

  3. 3

    Keyword Research

    Proper keyword research is crucial. When running a Google or Bing Ads campaign, we decidedly focus on keywords that indicate the user is at the top of the buying cycle. This approach avoids reaching users who are still at the research stage. We use the Google Ads campaign to drive users who are ready to buy and the most likely to convert into new business. After compiling the keyword research, we start segmenting these keywords into ad groups.

  4. 4

    Ad Groups

    Having segmented ad groups in which the ads cohesively speak to the targeted keywords is critical. We break keyword sets into their respective ad groups to ensure the right messaging is served for the right keywords.

  5. 5

    Ad Copy

    Every ad group we create begins with at least two varying ads so that we can test different verbiage.  We use a combination of different ad types including search ads, call-only ads, display ads & dynamic insertion.  Each month, we develop a fresh ad for each ad group in an effort to outperform the previous month’s winner. This allows us to constantly “push the needle” with new ad copy.

  6. 6

    Landing Pages

    With ad copy that speaks directly to the keyword we are targeting, it’s crucial to send the user to a landing page experience that also matches their search intent.  We typically create a landing page for each ad group that has unique copy, highly relevant to the query the user searched. This approach helps to increase quality scores and overall conversion rates.

  7. 7

    Match Types

    The various match types allowed include broad match, phrase match, exact match and broad-match modified. Depending on the nature of the product/service, the industry and competition, we may use all of these different match types, or only one. We test different match types to determine the best course of action and shift to whichever strategy is providing the best results.

  8. 8

    Bid Strategy

    Based on the goals of the campaign, there are different strategies to consider. If the goal is simply brand awareness and drive traffic, we’ll choose to Maximize Clicks. If we want to drive new leads, we may use Smart Bidding to Maximize Conversions.

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    We set the geo-targeting to match your ideal service area. Additionally, we can dissect the data we receive about these locations to determine which sub-locations are performing best.

  10. 10


    If a user was driven to your website via our AdWords campaign and they didn’t contact you, we aren’t giving up. We create an audience pool for all users who have visited your website but did not complete a goal. We then target these users with a separate campaign using different messaging in an attempt to drive them back to the website and capitalize on the missed opportunity.

  11. 11

    Ad Schedule

    Depending on your company, it may not make sense to serve ads 24/7. We select days and times that make sense to target based on your hours of operation and any other identified variables. Once we start collecting data, we can then determine which times are best and optimize serve times.

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    There are several various ad extensions that can help to make your ads more impactful. We utilize location extensions, site links, call extensions and callouts to create valuable distinction from the competition. All viable extensions are fully optimized.

  13. 13

    Negative Keywords

    Users frequently type in a targeted keyword but also append a different word or phrase to it. A great example is the word “free.” If someone types in the word “free,” we most likely don’t want to pay for that click as we don’t offer free services. To avoid these clicks, we input negative keywords to prevent our ads from being served on irrelevant queries. This action keeps costs down and drives more quality traffic.

  14. 14

    Goal Mapping & Analytics Setup

    Once an account is fully built, we ensure that all of our tracking measures are in order to provide an accurate assessment of ROI. To do this, we map all of the relevant goals on the website and set up Google Tag Manager and Google Analytics. We also set up call tracking for any traffic driven by our campaigns and record the phone calls (if allowed). We are able to provide the exact dollar amount spent on every lead in a given month or time frame.

  15. 15

    Review & Launch

    Before we launch the campaign, we schedule a call for the purpose of reviewing all campaigns, strategies and ad copy to ensure you feel comfortable moving forward. Once we get the final approval, we input billing information, launch the campaign and immediately start driving high-quality traffic!


A Digital Marketing Agency You Can Trust

Our clients have nothing but kudos to say about us. Really, it’s true!

Cullie and his team has consistently hit every deadline we’ve set together. Working with them feels more like working with dedicated team members than a vendor. I have and will continue to recommend Cullie and team’s services to just about anyone with a digital presence.

Turner Levison CommissionTrac

One of my favorite things about Double Up Digital is their attention to detail and they are constantly on the cutting edge of their craft. Every time I walk out of a meeting with their team my brain is racing with new ideas and strategies. They are years ahead of their competition.

Jordan Agolli Force Media

Cullie and Justin are wonderful. For me, the best part of the experience was that I felt that they wanted to do an excellent job. I didn’t feel rushed to make what to me were important decisions. I think it was their patience with me that allowed me to get to a great final product.

Thomas Rush QuickBlocks

The Double Up team is realistic, efficient, and professional. I stated exactly how I wanted to grow my business and their team came up with some wonderful marketing efforts that have propelled my company forward over the past year.

Michael Everts SharedSpace

Double Up cares for the project as if it is their own, and don’t stop until they get you exactly what you envisioned. They also offer great recommendations of their own as they draw upon past experiences to know what works and what doesn’t. Highly recommend using them for all of your website and SEO needs.

Jeff Waronker Express MRI

The team at Double Up provided awesome and transparent service. Their creative execution is top notch and I recommend them for any design or marketing needs you might have. You won’t be disappointed!

Lucas Montalbetti

They stick to their timelines! My new website has absolutely gotten me new business. Cullie designed it with SEO as a priority. I expect to continue working with Double Up for our future needs. Highly recommended.

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