Our PPC Process

Here’s what you can expect when you work with Group Twenty Seven for your paid search management:

PPC Search Campaign Strategy

  • Discovery and Research about Your Business
  • Define Important Conversion Goals
  • Data Review via Google Ads and Google Analytics
  • PPC Plan and Timeline
  • PPC Account Architecture
  • Campaign Build
  • Keyword Lists
  • Ad Messaging
  • Landing Pages
  • Ad Extension Strategy
  • Go Live and Keep You Updated Often!

Beyond the Search Network

  • Product Listing Ad Optimization
  • Remarketing (Retargeting) Campaign Build
  • Google Display Network Strategy
  • Initial Adjustments to Phase 1 Campaigns.

The Group Twenty Seven PPC Management System!

Communicate With You Often.

Daily Tasks:

  • Ad Budget Review
  • Sales Review
  • Leads Review
  • Traffic Quality Review

Monthly, Quarterly and Semi-Annual Tasks:

  • Ad Position and Bid Management
  • Optimize Lower Performing Elements
  • Capitalize on Higher Performing Elements
  • Display Network Site Exclusions
  • Click-Through Rate Review
  • Sitelink Review and Optimization
  • Quality Score Reports
  • Keyword Trending and Program Development
  • Ad Messaging Review
  • Campaign Settings Audits
  • Geo "Hot Spots" Analysis
  • Search Partner Review
  • Competitor Review
  • Day Parting Opportunities
  • Mobile Traffic and Strategy Analysis

Meet the PPC Account Management Team

Pauline Jakober, Founder and CEO TwitterLinkedIn

Pauline JakoberPauline Jakober is founder of Group Twenty Seven. As director of PPC, Pauline oversees online advertising strategy and implementation for each client Group Twenty Seven serves.

In her role, Pauline leads the strategic planning for client accounts throughout the duration of the relationship, as well as heads client service to ensure each account gets the attention it deserves.

Pauline brings with her 20 years of marketing experience that spans disciplines with an expertise in paid search. Her professional experience is rooted in traditional marketing communications, and evolved to the digital medium in the early years of web marketing.

Pauline’s passion for online advertising, client service and return on investment fueled her launch of Group Twenty Seven in 2010. She quickly certified the company as a Google Partner as one of many first steps in ensuring the company stays on the leading edge of paid search.

In an effort to give back to the professional community, Pauline co-founded the SEMNE group in 2006, a professional organization for online marketers in New England that still operates today. She is also a regular contributor to Search Engine Journal and Search Engine Land and an occasional speaker at local and international industry events, such as SMX (Search Marketing Expo).

Pauline holds a master’s in integrated marketing communications from Emerson College, and a bachelor’s in political science from Westfield State University.

In her free time, Pauline’s appetite for travel has her plotting the next weekend getaway any time she can.

Lori Iwanchuk, PPC Director

Lori IwanchukLori Iwanchuk is a PPC Director at Group Twenty Seven. Working closely with the Executive Director, she handles day-to-day management and maintenance of both B2B and B2C client accounts, including auditing account settings, managing negative keywords and finding new ways to optimize ad spend.

Much of Lori’s work experience has been in higher education. For example, Lori worked as an academic counselor and academic manager at University of Phoenix. In those roles, she was responsible for daily operations of a team of counselors supporting undergraduate and graduate students. In addition, she was also responsible for mentoring other managers and creating new operating procedures for her division.

Lori has a bachelor’s degree in elementary education from Montana State University, a master of education degree in educational technology from Northern Arizona University, and a master of arts degree in education/curriculum and instruction from University of Phoenix. In her free time, Lori enjoys spending time with her family as well as hiking, reading and baking.

Alyssa MacPherson, PPC Director

Alyssa MacPherson

In her role as PPC Director at Group Twenty Seven, Alyssa works primarily with B2B clients on their domestic and international paid search programs. Alyssa partners closely with her clients to understand their business and PPC goals, then creatively and strategically develops a PPC program that will help them achieve those goals.

Alyssa handles the daily operation of her accounts, managing spend, monitoring keyword trends and campaign activities. Alyssa thrives on using her analytical skills to optimize search, video and display campaigns and loves to test and implement the newest trends in PPC in order to drive results for her clients.

Prior to joining Group Twenty Seven, Alyssa worked in the tourism industry for 12 years in event planning and marketing roles where she developed a passion for digital marketing.

Alyssa has a bachelor’s degree in business administration from Framingham State University in Massachusetts. When not at work, Alyssa spends time with her husband, two young children and the family dog. She loves to read, spend time outdoors and indulge her guilty pleasure of watching reality TV.

Chelsea Tryon, PPC Account Manager

Chelsea TryonChelsea Tryon is a PPC Account Manager with Group Twenty Seven. In that role, she directly manages client accounts and leads other team members in paid search operations and daily PPC account management.

Over the years, Chelsea has become a specialist in educational and retail verticals. She excels at developing and implementing ad content and is highly proficient at identifying opportunities to maximize leads and extend ROI. She is also a Bing Ads accredited professional and certified AdWords professional.

Chelsea is skilled at troubleshooting challenging Google Analytics and AdWords issues and developing innovative and efficient solutions. She’s amazingly detail orientated, creative and analytical.

Prior to joining Group Twenty Seven, Chelsea was an academic advisor and supervisor at the University of Arizona. She was responsible for maintaining and increasing student retention through program management, which included group presentations to undergraduates and other academic advisors.

Chelsea holds a bachelor’s degree from Utah State University in technical writing, and a MBA from the University of Phoenix. In her free time, Chelsea reads, travels, quilts, hikes and spends time with her husband and sons.

Ashley Bingham, PPC Account Manager

Ashley BinghamAshley Bingham is a PPC Account Manager at Group Twenty Seven. She keeps PPC campaigns optimized and fresh by continually analyzing results and looking for new opportunities to maximize client goals.

Ashley has worked in online marketing for 12 years, with the bulk of that time spent consulting for small businesses and managing the accounts of major online retailers. While Ashley specializes in PPC, she has also worked with and managed teams in SEO, shopping/CSEs, social media, content marketing and affiliate marketing.

She and her husband specialize in daughters — they have three! Ashley also loves to sew and spend time working on their next home renovation project.

Jayshree Asarpota, PPC Associate

Jayshree headshot 2Jayshree Asarpota assists PPC Directors and Managers with day-to-day monitoring of client accounts, including optimizing account settings, updating keyword lists and checking daily ad spend. Jayshree also assists with auditing audiences and making geographic targeting adjustments.

Jayshree has a bachelor’s in business administration from Rivier University. She has Google Ads and Bing Ads certification. She has experience managing paid search accounts, including monitoring day to day campaign activities, performing KPI analysis, managing budget goals and reporting to clients.

In her spare time, Jayshree enjoys reading, traveling and spending time with her family and children.

Alexandra (Alex) Connolly, PPC Associate

Alexandra Connolly head shot 2Alex assists Group Twenty Seven PPC Directors and Managers in monitoring client accounts on a daily basis. Some of her primary tasks include updating keyword lists, monitoring daily ad spend and reviewing account settings.

Alex graduated from California State University, San Marcos in 2008. Nine years ago, she moved from San Diego to Denver, Colorado.

Over her career, Alex has held various marketing positions. In her most recent position before joining Group Twenty Seven, she spent the bulk of her time growing the Brown-Forman portfolio of brands.

In her spare time, Alex likes to explore the mountain towns of Colorado alongside her dog, Henry. She also enjoys traveling, especially when she can visit different wineries and vineyards!

Jennie Elser, PPC Associate

Jennie ElserJennie supports the Group Twenty Seven team by monitoring client accounts. She provides data, reporting and analyses as needed, including hands-on account management.

Jennie graduated from the University of Arizona with a degree in creative writing. She has been involved in the nonprofit community in Phoenix, Arizona for the past fifteen years, including serving as Vice President of Marketing and Communications for a large local nonprofit organization. Before joining Group Twenty Seven, she worked in nonprofit fundraising, helping to raise millions for cancer research.

In her free time, Jennie enjoys volunteering in her community and spending time with her husband and children, often in northern Arizona to beat the heat of Phoenix.

Ready for your account to get the attention it deserves?Contact us

“We couldn’t be more pleased with the services Group Twenty Seven has provided. We started working with them in 2011. I spent some time talking to Pauline Jakober about what I wanted to accomplish, and provided her some of the keywords I thought were important, based on what we have seen in the past. Since working with Group Twenty Seven, our revenue has doubled when I compare the same months from the previous year. Since we have made no other changes to our business, I can only attribute this to the work that Group Twenty Seven has done for us.

For most of the past 7 years, we have managed pay per click for our business in-house. I did use the services of another pay per click manager for about 6 months 2 years ago. At that time, there was only a slight increase in gross revenue. So I took pay per click management back in-house.

The biggest thing I’ve learned is you get what you pay for! For years, I thought I couldn’t afford a pay per click manager. My only regret is that I didn’t find Group Twenty Seven earlier.”

Beth Engel, CEO, Engraved Stones Direct

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