Google Ads Management

If you are already running Google Ads, our first step will be to have a look at it and see where it is succeeding or failing. This will determine whether the existing campaign set-up can be continued with, or whether we need to build a new campaign from scratch. In particular we will look at:

• Analysing how targeted your campaign is and if it is granular enough.
• Your keyword lists and the keyword match types you are using.
• Your negative keyword lists.
• Your campaign and Ad Group settings.
• The type of bid strategy you are using.
• How you are using ad extensions.
• The performance of existing ad campaigns.
• Whether you have conversion tracking set-up.

Irrespective of whether we keep the existing ad campaigns, or advise new campaigns be created, we will give you our recommendations for running the first three months of a Google Ads campaign together.

Ensuring your Google Ads account and the initial set-up is done properly is one of the most important things to get right, if your campaign is to be successful.

Once you are happy with the plans we laid out in step 1, we will start to set-up the series of ad campaigns to target your marketing goals. These include:

• Campaigns which are structured to concentrate on specific target areas and which contain ad groups which are highly focussed on the products, service and pages of your website you want to market.
• Having done keyword research, we will use the relevant keywords in the best possible match-types to start getting leads or sales. The keyword match types can be fine-tuned to work out which combinations work best for each campaign.
• Setting-up the keyword bidding strategy so that we can ensure you get clicks right from the start, whilst keeping within your daily / monthly budget. The bidding strategy can be fine-tuned as results are analysed.
• Setting-up a negative keyword list so that non-profitable or irrelevant keyword searches are filtered out, so money is not wasted.
• Ad wording will follow your corporate style and language, but can also be structured to take advantage of any successful campaigns your competitors are using.
• Using as many ad extensions as possible to gain click throughs from your ads.
• Making sure the geographical campaign settings are efficiently set-up in order to appeal to your target market.
• Tracking the performance of your campaigns by using conversion tracking.

The only real way of seeing how successful your Google Ads campaign is, is to integrate conversion tracking into your campaigns. Depending upon the types of campaigns you are running, there are different elements you will need to keep track of. These generally will include:

• Contact form submissions
• Telephone calls from the website
• Telephone calls from ad extensions
• Bookings through your website
• For eCommerce, sales of products from your ads and how the cost of the transaction

For conversion tracking we use a combination of Google Tag Manager (GTM) and Google Analytics (GA). These two tools interact, grabbing the required data which is displayed in your GA reports. These reports will allow us to establish which campaigns are working well and we can see where visitors are leaving your funnel or deviating from it.

Google Ad campaigns need to be monitored closely, or you risk wasting money or having poor performing ads. Monitoring campaigns allows changes to be made to your campaigns and ads as soon as problems or downturns are seen in the analysis.Businesses waste vast sums of advertising budget by not properly managing their Google Ad campaigns. This is where we come into support you.

Management tasks include:

• Making search queries to find both new top-notch keywords and find negative keywords to add to the list, where your ads are attracting unprofitable clicks. This also allows us to remove bad search terms from your ad campaign.
• Monitoring and changing bid strategies to ensure you are always beating your competition or advertising in the range that is best for your budget and visibility requirements.
• We keep track of your monthly budget and reallocate resources as required for optimal performance.
• Ad wording needs regular reviewing to make sure it is relevant and converting. This also helps you keep just ahead of your competition with compelling ad wording.
• Keeping an eye on your audience will give invaluable data about how and when your audience are clicking on your ads. If peak trends are visible, we can schedule your ads to appear for the right audience at the right time.
• Your landing pages on your website are critical. However good the ads are, if the landing page is poor, the ad revenue spend is wasted. We therefore keep track of the visitor’s interaction with your landing pages to make sure that the landing page is not the chink in your armour. If it is, the landing page will need to be reviewed and changed.
• Regular checks to make sure all your campaign settings and conversion tracking settings are correct and optimised.