When it comes to PPC (pay-per-click) and SEM (Search Engine Marketing) Google Ads makes it easy to set up campaigns. However, to optimize those campaigns is exceedingly difficult for someone unfamiliar with the platform. We work on PPC and SEM campaigns like yours every day. We will make sure you’re getting a positive ROI through your digital marketing campaigns.

PPC advertising provides instant traffic as a result of strategic placement of your ads at the top of search pages. With Google Ads, your site is not only in prominent view of potential customers, but you have the ability to test keywords that heighten your SEO strategy.

Competition for keywords is fierce in the digital marketing world. A digital strategy that relies solely on SEO will fail if it is not accented with Google ads.

Google-branded results take up a huge amount of screen real estate for high dollar searches. A coherent and effective strategy should use both high volume and low volume keywords in order to achieve a lower-cost and successful PPC campaign.

When combined with a strong social media marketing strategy involving Facebook Ads, you can expect a positive ROI on your digital strategy.

Want to talk about how Paton Digital can help with your Google Ads strategy? Fill out this form to book an appointment:

What’s included with Google Ads Management?

Paton Digital is proud to offer the following services with our Google ads management:

• Keyword selection
• Ad text creation
• Optimization of landing pages
• Call tracking
• Conversion tracking
• PPC cost management
• PPC monitoring

We will also provide you with reports detailing your campaign’s success and any recommendations for optimization going forward.

Paton Digital has obtained Google certifications in:

• Display
• Search
• Mobile
• Video
• Analytics

We are happy to provide copies of our certifications upon request.

What Is Google Ads Management?

Google takes a huge chunk of U.S. search market share cake; it rakes in over 90 percent of paid search clicks on mobile devices. It only makes sense to learn to utilize Google Ads to advertise online, get leads and increase conversions, with the ultimate goal of driving sales.

Like any other advertisement strategy, succeeding at Google Ads requires a lot of effort, time and skill. This is centered on getting a few basics, then proceeding to optimize your campaign.

First Things First

1.      Your Account Structure

The Google Ads account structure outlines your company’s campaigns, ad groups and keywords. Ad groups are a set of keywords that relate to your business’s focus but are clustered according to the topic.

For example, for a bakery, keywords may include vegan cakes, fondant cakes, tiered birthday cakes, etc. The goal is to have keywords that best describe your product or service while attracting high-value searches.

Based on their relevance, quality of ads and keywords, and landing pages determine your quality score. You risk getting a low-quality score if you create mismatched keywords and ad groups for your campaign.

2.      Analyze PPC Strategies for your Competitors

By keying in your search terms Google to assess your competitors’ ads and using third–party tools, you can analyze what they are doing differently. This helps particularly if you are trying to weed out the unproductive areas of your campaign. Some Google ads management agencies have this on their portfolio.

3.      Your Audience and Goals should be Tied up to your Targeting

An important facet of Google Ads Managements lies in how effectively you tie up your targeting to your audience and goals. This should be curated with one question in mind: How likely is the user going to key in your keywords when researching for a product or service.

Doing otherwise easily sets you up for failure. A clear assessment of your audience and the goals you want to achieve should enable you to target top of the funnel keywords.

The second bit in professional Google Ads Management practice lies in optimizing your campaign. The next section covers it in detail. Some of the subsections relate with the aforementioned ideas. 

Optimizing your Campaign: From Rookie to a Pro

Google Ad campaign optimization is based on Ad targeting, Ad Copy and Landing Pages.

1.      Ad Targeting

Ads should be targeted towards your ideal customers. When your ads go live, you’ll be able to know if your keywords match those your ideal customers are searching for.

Ad Targeting focuses on Campaign Targeting, Bid Optimization, and Keyword Optimization. Down the road, you can use retargeting to hone in on warm leads.

Keyword Optimization

Keyword optimization covers the whole spectrum of keyword pruning by Quality Score, negative keywords and cost by conversion, Replanting Keywords, and Fishing for Keywords. Using keywords that your ideal customer is likely to search for is a step in the right direction.

Because it is impossible to know all keyword combinations that will perform well, there are strategies you can use to find your way.

Keyword Pruning

Keyword pruning is aimed at deleting irrelevant keyword phrases. Most of which generate clicks but fall short in bringing conversions.

In your Google Ads account, navigate to the Search terms subtab under the Keywords tab. Sort your results by ‘Clicks’ to establish which keyword phrases have no conversions, but have a history. Keyword pruning can be undertaken in three ways:

·         Quality Score is a rating Google gives each keyword based on the expected click-through rate, ad relevance and users’ behavior once they get to the landing page.

·         Negative Keywords which narrows your audience to prospective customers by preventing your ads from being displayed on specific searches. Placing negative keywords at the campaign level means that ads that include the keyword phrase or term will not be displayed. Placing them at the ad group level tightens each ad that is targeted.  

·         Cost by conversion helps in breaking even. There are ads that convert but at a cost that does not make financial sense: unprofitable sales. Knowing your customer lifetime value helps you approximate the exact amount you can invest to attract a new customer and still make profits. By using Google Ads Conversion Tracking feature, you can automatically track cost per conversion.

Replanting Keywords

Replanting keywords simply involves keyword transference: transferring the best performing keywords from campaigns that have low-performing keywords to campaigns that have only high performing keywords. The main advantages of replanting keywords include tightening your budget, higher quality scores, and more accurate reporting.

Fishing for Keywords

Fishing involves searching for additional promising keywords or those already proven to be converting but are not yet targeted in the search phrase. By using the Search terms report, you can find new keywords by sorting by ‘Conversions’ and reviewing the search phrases, then adding them to your add groups.

Campaign Targeting

Campaign targeting involves analyzing the performance of your campaign based on users’ device, time of engagement and geographic area.

Device Targeting informs how your ad performance varies depending on the device you are using. Google Ad Management services often conclude that desktop traffic offers more conversion rates than mobile traffic. This means a conclusive report is one that separates mobile and desktop traffic statistics.

Time Targeting informs you about the time of the day and day of the week, customers engage with your ads. A smoothie business will experience more conversions from brunch hours onwards as opposed to early in the morning. After noticing this trend, they should probably bid aggressively during peak hours, i.e. from brunch hours. Such a business also experiences more conversions over the weekends. Adjust your bids accordingly.

Geographic Targeting is best explained by this example: you are probably not going to sell swimsuits to an Eskimo during winter. 

The three forms of targeting can be changed under Settings.

Bid Optimization

Bid optimization is geared towards determining the keyword level bids that generate the most profitable conversions per keyword. Simply set your Google Ads account to quantify conversions down to the keyword level.

You will need to:

·         Budget for the amount you can pay for a conversion depending on your business, your description of a conversion and your customer lifetime value.

·         Using Google Ads conversion tracking, measure the conversion rate of every keyword.

·         Determine the maximum amount you can spend for a keyword.

Foer example, if one keyword has a 3% conversion rate, and your budget is $50 per conversion, the maximum cost per click is $1.5. Do the same for all your keywords.  

Ad Copy

Copywriting plays a critical part in the success of your Google Ad strategy. Expectedly, customers will be turned off by bad copy. Continuously refining successive copy along the components outlined below will definitely help. Based on the assumptions that you have mastered keyword optimization to a fault, proceed by creating copy around these five components.

The Offer

Customers think about how your service or product is going to benefit them. Customers should have to hassle to get to your offer. To give it a head start, you could lump it together with free information, a discount, free samples such as a free demo, guarantees such as money back guarantees and no-risk guarantees, or even a free gift with every purchase. Your offer is the most critical part of your ad copy.

The Headline

Your headline introduces your would-be customers to your site after they conduct a search. Your headline should stand out from the competition by reviewing competitors’ ads and should, at the very least, match what your customers are searching for. The latter can be achieved by incorporating your keyword in the headline to make it 100% relevant.

Description Lines                                 

Here, you should purpose to explain your offer in detail. Description lines are effective when you emphasize benefits and test language that attracts only qualified prospects. For example, if you are renting out high-end apartments, you will probably need to state how much tenants are expected to pay.

The Display URL

This appears directly under your headline. You are allowed to add a subdomain while maintaining the root domain. Use your subdomain to emphasize your offer.

Ad Extensions

Ad extensions include call, site links, location, callouts, review extensions, and structured snippet extensions. The more extensions, the better because they will take up more space hence making it visible: it increases your chance to get more clicks.

Landing Pages

Everything you’ve worked hard towards a profitable Google ads strategy will come to naught if your landing page doesn’t go in line with converting traffic into sales and leads.

A common mistake among Google Ads Management rookies is using their website’s homepage as their landing page. The reason is simple: a customer needs to be directed directly to the product or service the ad led them to. This means that your headline should be matched to their landing page.

The following make up a good landing page.

·         The Headline- It should be compelling enough to keep the customer engaged yet still in line with the specific product.

·         The Offer- the offer in your ad should be expounded further herein.

·         Your Unique Selling Proposition- This differentiates your service or product from your competitors.

·         Center your content around the benefits of your product or service.

·         Social Proof- prospective customers will only trust your business if you already have proof of online presence. Testimonials are a good way to show social proof. Hiring a competent social media expert can help attain social proof.

·         Credibility Indicators- This also cements your trust with would-be customers. Memberships are a good way to start off.

·         Call to Action- customers should not be worked up when trying to purchase of product or when navigating to the next step in the last stages of the purchasing journey.

The Importance of a Google Ads Management Agency

Your choice Google Ads Agency should be able to increase your website’s clicks, conversions, and overall awareness, all while decreasing your cost per conversion.

Qualities of a Good Google Ads Agency

1.   Daily Monitoring

If your Google Ads management team doesn’t monitor your ads daily, then you need to change their KPIs. Search ads can change by the hour; your team needs to be on toes.

2.   Rates that Match Results

You should get value for your money. We propose that you go for fixed-rate short terms contracts. We all know what to expect should you allow them to bill you hourly. Both offer a safety net that allows.

3.   Open Communication Lines

You should be able to communicate with your team as soon as new developments come up. This is to ensure you get every detail right.

An effective Google Ad Management strategy should incorporate all these details that will lead to success. Color within these borders: collect search ads data to help you select keywords, set achievable goals based on proven strategies and optimize continually.

Ready to get started? Fill out the form below or call/text us at 571-248-1983. We’ll be in touch shortly!