If you have been wondering if Google Ads is the right fit for your business, then you have come to the right place. This guide will go over everything you need to know and help you decide if this is a service that works for your business.
Google Ad Campaign Management
The first part, and possibly the most important, is setting up a successful campaign. An essential part of this is evaluating which ads perform well, finding good keywords, trying different copy and all sorts of things relating to your industry. This way you know which campaigns work and which ones to nix. Google does provide users with ways to track everything in the backend and see what happens with your campaigns.
Step 1: Google Ad Performance
Before determining what needs to change and which campaigns work, you need to understand what’s working and what isn’t. The five key metrics to pay attention to are the following:
- The best way to increase impressions is to increase the campaign’s overall budget.
- If your ad is declared non-relevant by Google for the audience you’re targeting it wont display your ad high enough, you will get low impressions, poor performance.
- This basically monitors when someone clicks on your ad, exactly what everyone wants.
- If you aren’t getting any clicks then some revisions may be necessary
- This refers to the amount of money you spend to get a click or conversion.
- You set bids as to how much you would like to spend and based on your quality score Google determines where to place your ad.
- This refers to when someone takes an action on your website, landing page, etc from an ad.
- Click-through rate (CTRs)
- This is the best way to measure the relevance of your ad.
- Click-through rate = number of clicks / number of impressions x 100
- The standard is a 5% CTR in most industries but you can still succeed with a lower click-through rate.
Step 2: Reevaluate
Targeting is an important factor in creating. This is a big part of any overall marketing cycle. In order to reach the right buyer you have to try and get into their mindset. What are their wants, needs, why would they use this product? Google Ads allows you to target certain features of your target market such as:
- Demographics: Age, Location, Gender, and Preferred Device
- Affinity: reaching an audience through search and display networks.
- In-market: displaying in front of people with a history of searching for similar products
- Custom Intent: choosing Keywords based on what worked with similar target audience
- Remarketing: targeting those who interacted with you in the past
Step 3: A/B Test Ad Copy and Design
Ad copy and design consists of parts, and in order to fully analyze it, you must understand what they are. The parts of an ad are as follows:
- your offer
- your headline
- your description
- the URL
- zny extensions
If you feel that any of these factors aren’t helping your performance you can change them, but do it one at a time. That way you are able to truly pinpoint where the problem with your ad is. There are different forms of ad and finding what works specifically in your industry can take time.
Step 4: Negative Keywords
Negative keywords are basically words you don’t want in your ads. This allows you to ensure words that aren’t going to lead to conversions aren’t present.
Step 5: Landing Page Optimization
This contributes largely to your ads because they happen based on SERPs and your Landing Pages. In order to fully optimize your landing page you need to analyze all areas and conducting A/B testing would be the best way to identify any problems.
Step 6: Consider Switching to Automated Bidding
You have two choices in creating Google Ads with automated or manual bidding. Finding what works for you is important as both options have their pros and cons. Manual bidding gives you control whereas automated allows Google to decide how much you pay based on certain metrics.
Google Ads Campaign Management
If this all sounds like a lot to you, that’s because it is. If you want to run Google Ads but aren’t sure exactly how to do so you may want to entrust a Digital Marketing team like those at Simply The Best Digital. We have a team that consists of Google certified specialists who dedicate the time and needed care to your campaigns. So call Simply The Best and lets get started on your ad campaigns!