Initiating a Google Ads strategy is a critical step, but it is by no means the end of the road. When it comes to managing a Google Ads strategy, there isn’t a concept like “passive revenue.” Therefore, effective AdWords campaign management is necessary for most companies.
Effective advertising campaigns invest a great deal of time in the backend analyzing the effectiveness of advertising, exploring new keywords, experimenting with layouts and text, and comparing everything against important metrics. These are the foundational actions to take to construct a campaign that, if successful, might provide returns for several months or even years.
Managing a Google Ads campaign well will pay off in the long term, but only if you put in the time and effort now.
Thankfully, Google gives us several easy options for keeping tabs behind the scenes. As a first step, you may choose to be notified of campaign activity through email.
You may configure your Google Ads account to notify you of potential policy breaches, for instance, by visiting the account’s “setup and settings” section. Choose the conditions under which you’d want to receive email updates. While some like to know every small thing as it happens, other individuals just want to be notified of major situations by email.
Steps for a successful Google Ad Campaign
Step 1: Measure your present Google Ad Performance
The success or failure of your advertisements might help you figure out what has to be altered. Here are the five most important metrics:
- Click-through rate (CTR)
Let’s take a closer look at each of these points individually.
Every time your Google ad is seen by a user, this is considered one impression. Increasing your campaign budget is the greatest approach to acquiring more exposure for your ads. To put it another way, this may help you rise in Google’s search results. Although cost is a consideration, what matters is the quality and usefulness of the advertisements.
Your ad’s effectiveness and the number of impressions will suffer if Google determines that it is not appropriate for the target group you’ve specified.
A Google AdWords experts relies heavily on this kind of work. There is a universal desire for a larger number of clicks. When someone notices your ad and clicks on it, you have a click. If your ad isn’t generating any clicks, it may be time to reevaluate the language used or the demographics being targeted.
Simply put, the term “cost” refers to monetary outlays. The CPC, or the price you pay for each click, is more crucial.
Skilled marketers may scale their campaigns by identifying the optimal cost per click or conversion. At that point, the arithmetic is easy: if you spend $2 on Google advertisements and make $5 for each click, it’s a no-brainer. Start with a $4 investment and finish up with a $10 profit, then grow on that.
However, it’s not quite that easy. The amount you have to pay depends on your offer, star rating, and ad rank. Put simply, your offer is the most you’re prepared to spend for a click. A quality score from Google ranges from 1 to 10, and it’s dependent on how appropriate your ad, homepage, and keywords are to each other. Google uses the ad rank as a metric to decide where to position your ads in the search engine results pages.
To convert, a user must click through from the SERP to the home page or website you’ve set up for them. If you’re creating an ad for an online business and your goal is to have users click on the ad, visit your landing page, and ultimately make a purchase of a suit, each time this happens, you’ve achieved your goal, which is known as a conversion.
As seen in the preceding video, Google affords us the means to monitor this using conversion monitoring.
The click-through rate you achieve is the metric Google uses most to evaluate the quality of your advertisement. You may find out whether your target demographic is responding to the advertisement. With a high CTR, more individuals are viewing the content, selecting it, and making a purchase. That advertisement has done quite well.
If your ad receives a significant amount of attention but fails to generate any sales, it may be because the merchandise or service being advertised isn’t a suitable fit for the audience. CTR measures how many times your ad was clicked on relative to how many times it was shown.
The CTR formula is as follows: Clicks = Impressions / Clicks * 100
Although a 5 per cent engagement rate is the norm in many of these fields, even a smaller percentage might provide positive results.
Step 2: Reassess Your Ad Targeting strategy
Segmentation is crucial across every facet of online ads. If you haven’t already done so, create a customer profile to assist you in better comprehending your target demographic and their purchasing motivations.
Exactly what does your perfect client need? Just how do they appear? So, where do they call home? Just how much do their salaries average? Where do their passions lie? Just what is it that has them so riled up? You need to put yourself in their shoes if you want people hooked on your ads and make a purchase, so keep all of this in mind when you make your ad-addressing decisions.
Various parameters for Google AdWords targeting may include the following.
- Demographics: advertising to certain groups of people based on factors like where they live, their ages, their genders, and the technology they use.
- Affinity: Utilizing Search and Showcase Networks to Connect with Your Target Market
- In-market advertising targets consumers who have shown interest in similar items in the past.
- Keyword selection based on previous users’ interest in related material (custom intent).
- Ads that are shown to customers who have already engaged with your brand but who did not complete a purchase are called retargeting.
Step 3: A/B Test Ad Copy and Design
The time has come for us to evaluate your advertisement’s content and layout. There are many parts to it:
- your offer
- your headline
- your description
- the URL
- any extensions
You should do a test to see whether these elements are affecting the effectiveness of your advertisement. The single most crucial realization is that you should focus on altering only one factor at a time. The sole method by which you can determine whether that factor was responsible is to test it.
If you have a high number of viewers but a low conversion rate, then you need to rethink your title and make it more appealing. It’s possible that your proposal isn’t compelling enough if you’re seeing a high volume of views but few purchases.
Dynamic advertising is a wonderful alternative for this problem since they automatically modify the ad’s title and synopsis based on information retrieved from your site. This eliminates some of the guesswork, and it should be compared to a personalized advertisement.
Step 4: Delve Into Negative Keywords
Don’t overcomplicate anything here: Ads won’t show up for searches which include negative keywords. You’re essentially allowing Google to handle most of your choices for you, which may be beneficial in several ways. Brand names, rival names, and other terms that you know will not result in a sale could all be negative keywords in this scenario.
Inserting negative keywords into an ad campaign is as simple as going towards the Google Ads campaign manager, clicking the Keywords menu, and then clicking Negatives.
Step 5: Optimize Your Landing Pages
Keep in mind that a lot of the administration of your Google Ads campaign takes place outside of the search engine results pages. There is most likely a problem with your homepage if you’re running a high-traffic ad that isn’t performing. You should take care of this as soon as possible before Google penalizes your ad for lack of relevancy.
Examining the entire offer, the title, the layout of the page, the CTA, and the positioning of buttons and actions to take is essential for landing page optimization. A/B testing is the most reliable method of discovering the issue.
Create a copy of the landing page and add some extra call-to-action buttons to test what happens if you don’t believe you have enough. To do this, you will need to invest in a high-quality homepage developer and necessary to take advantage of Unbouncy and Convert.com. Convert’s A/B testing features are excellent, letting you zero in on just what needs to be done to boost your landing page’s effectiveness.
Step 6: Try Automated Bidding
One may either use automatic bidding or manually enter bids when making a Google ad. Neither one is without flaws.
With automatically generated bidding, Google may set your CPCs depending on several factors, such as the quality of your ad and the number of times it is clicked. These factors include:
- Optimizing your ad in this way will help you attract more new customers, which is your ultimate goal.
- Specific impression share bids ensure that your ad appears as close to the top of the page as feasible. In exchange for a possible decrease in clicks, this method of awareness raising is lightning fast.
- Improved conversion rates may be achieved by optimizing your website to achieve the desired cost-per-action. More visitors will be converted, but the cost per conversion will increase.
- If you have a specific desired return on investment in mind, Google may calculate an optimal bid for you depending on how much each conversion is worth.
If you choose manual bidding, you’ll need to work out the details on your own. You won’t be able to choose a “blanket” objective and have Google optimize your ad expenditure automatically. Manual bidding, on the other hand, allows for greater precision.
Step 7: Learn from the Google Ad Mistakes Of Others
A Google ad might fail from the start if you make one of many fatal blunders. Some instances are as follows:
Poor Use of Keywords
Each of the three types of keyword matching—broad, phrase, and exact—must be familiar to you. If you choose the incorrect one, your advertisement will have a harder time being seen.
For instance, whenever anyone tries to find a term related to your desired phrase, your ad will appear because of the wide match. In the early stages of experimentation and data collection, this approach may be useful. You shouldn’t utilize “precise match” unless you have extensive knowledge about your target demographic.
Awful Ad Copy
Your ad text is, effectively, your ticket to the money. Assuming your target demographic and ad are a good fit, you should not have any trouble converting if you can produce excellent text. Make use of as many of Google’s available characters as possible. Your advertisement must stand out from the crowd.
Lacking Definable Boundaries
It’s important to remember that Google has no interest in your financial well-being. Only you know how much money you can put into advertisements before you start losing money. Investing excessively in advertisements and playing catch-up subsequently is possible if this is not planned for and set in advance.
Bonus Material: How Many Ads Should Be Implemented Per Ad Group?
In Google Ads, what exactly is a “campaign”?
In online advertising, a campaign is nothing more than a collection of ad groups that adhere to the same spending limit, demographics, and other parameters. The testing campaign might have several different advertisements.
What should I do to have a productive Google Ads campaign?
Repeated attempts are the basis of an effective campaign. Additionally, don’t be reluctant to try out a wide variety of variations. It’s hard to tell what will end up being successful.
In Google Ads, how much money should I spend each day?
Pay no more than $10 to $20 each day when you’re getting started to gauge success. The first phase focuses on information gathering for ad optimization. In the beginning, before you know how things are going, a daily budget of $10-$20 is reasonable. Try not to anticipate instant success.
Keep in mind that launching your ad after putting it up is just half the battle. Whether or not your advertisement is successful depends on what you do next. Even if your ad isn’t functioning well at first, by taking the time to tweak it, test it, and improve upon it, you may turn it into a very strong campaign that generates a significant amount of cash. Let us know if you require assistance launching your advertisement.