2. Set-Up (DS SEM)

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May 27, 2020
2 min read

Here you'll find the tools, training, and resources used by the Dealer Spike SEM and Juniper teams in order to set up an SEM campaign for new clients.

Pre-Launch

Juniper

Before an SEM Campaign goes live, our team at Juniper will add our new client to the various tools and resources the SEM Department uses to complete their work:

  • Google Tag Manager (GTM)
    • Set up Dynamic Call Tracking
  • Google Analytics (GA)
  • Linking GA and GTM to Google Ads
    • Only after the SEM Specialist has added client to Google Ads
  • Importing Conversion data from GA into Google Ads
  • Set up reporting dashboard on the back of the website
  • NinjaCat

SEM Specialists

  • Create a Fluency account
    • For most accounts, after launch, Fluency will automatically create a Google Ads account
  • Double check Fluency account set-up after launch
    • Check that the extensions created by Fluency have been set-up correctly
    • Check that the budget has been set-up correctly in Fluency budget correctly
    • Create all relevant extensions that have not been created by Fluency
  • If the account will not be set-up in Fluency, create the Google Ads Account
    • Inform Juniper Google Ads Account has been created
  • Double check all of Juniper's work
  • Request a link for Google My Business (GMB) access through the Google Ads Account
  • Change the Conversion settings in the Google Ads Account
  • Add the client to the SEM QA Trello Board


Pre-Launch Resources


Launching

SEM Specialists

  • Launch the account from Fluency
  • Double check the Fluency and Google Ads account for accuracy
  • Send a go-live email to:
    • Accounting
    • Account Managers
    • Digital Marketing Operations Team
    • Go-Live Distribution List
    • Digital Marketing Sales Team
  • Ensure the correct credit card has been applied to the correct account
    • ARI
      • Google Ads
      • Facebook Ads
    • Dealer Spike
      • Google Ads
      • Facebook Ads
      • Microsoft Ads (Bing)


Launching Resources


Now that you've completed Set-Up (DS SEM), it's time to move on to 3. Maintenance (DS SEM) of the Dealer Spike SEM Project Life Cycle!