Paid Search at Growth Pilots

We’re not your typical SEM agency. We pride ourselves on being at the forefront of the evolving paid search advertising landscape, having gone through several years of evolution and adaptation.

Our paid search team helps our clients efficiently drive customers through the marketing funnel from the early discovery stage all the way through to conversion using paid search marketing channels. We use a sophisticated framework of account structures and optimization playbooks that we’ve developed internally to achieve optimal results for our clients.

We’re not your typical SEM agency. We pride ourselves on being at the forefront of the evolving paid search advertising landscape, having gone through several years of evolution and adaptation.

Our paid search team helps our clients efficiently drive customers through the marketing funnel from the early discovery stage all the way through to conversion using paid search marketing channels. We use a sophisticated framework of account structures and optimization playbooks that we’ve developed internally to achieve optimal results for our clients.

Paid Search
at Growth Pilots

Supported Channels

We are experts in all advertising formats that can bought through Google Ads, including Google App Campaigns, the Google Display Network, YouTube ads, and Gmail ads. We also support Bing ads, Apple Search Ads, Amazon ads, and Yahoo search ads.

Strategy and Approach

We take a full-funnel approach to search, segmenting keyword themes based on intent level and reaching prospective customers at the various stages in the journey to conversion. Each stage of the intent funnel is treated differently and often requires a different approach from the others.

Upper Funnel

  • Discovery-intent keywords
  • YouTube and GDN prospecting

MID Funnel

    • Consideration-intent keywords
    • Shopping campaigns

Lower Funnel

  • Conversion-intent keywords
  • Branded keywords
  • Remarketing for Search Ads
  • YouTube and GDN remarketing

Creative and Copy Development

We develop highly-tailored text ads at a granular level to ensure that each search query is paired with a relevant ad, which leads to maximum click-through rates and Quality Scores.

For display and video ads, we develop engaging creatives that are based on target customer personas and optimized for conversion based on our insights from testing thousands of creatives across various clients and verticals.

Tracking Infrastructure

We understand the complexities around conversion tracking and we take a proactive approach to ensure that each client has the correct tracking infrastructure in place so we can properly report and measure results.

We are a highly technical team and we can help architect new conversion tracking setups or fix existing setups that are inaccurate. From conversion pixels to mobile app measurement partner events to internally-tracked conversions – we can support and help navigate it all.

Account Structure

Our account structures vary based on multiple factors such as platform, vertical, bidding strategy, and budget level. The least common denominator is that all of our account structures are built with both optimal performance and granularity in mind.

For search campaigns, we tend to favor single-keyword ad groups within campaigns that are segmented based on keyword theme and match type.

Testing and Optimization

We have a rigorous framework for testing and optimization at all levels.
We think about optimization in the context of the following pillars for paid search:

Ad Copy Testing
Bid Optimization
Budget Optimization
Keyword Optimization
Audience and Segment Optimization

Reporting

We leverage our own proprietary, real-time reporting dashboard to track in-platform metrics as well as any off-platform metrics, which can be imported from any third-party system or internal database via our API. We also provide custom reports based on each client’s specific needs.

Learn more about Paid Search at Growth Pilots on our blog: