We’ve all seen Google Ads. No matter what you refer to them as (Google AdSense, AdWords, or Ads), these are the advertisements that appear when you search on Google. Comprehending the procedure of establishing them is critical, however, understanding how to administer and preserve their efficacy is an entirely different challenge.
In this handbook, we’re unveiling the details of what you should do after you configure your advertisement. No matter how well or poorly you’re doing in Google Ads, it’s important to take these steps regularly.
What Is Google Ad Campaign Management?
Creating a Google Ads campaign is an essential part of the process, but the job is not done once that is complete. It is impossible to earn money with Google Ads campaigns without actively running and monitoring the campaigns.
People who have lucrative ad campaigns dedicate a lot of effort in the aftermath, monitoring the success of their ads, considering various key phrases, revising the graphics and written content, and examining how they do with key indicators. These are the essential stages in creating an advertisement that will give you an income for a long period of time if done correctly.
If you wish to experience the rewarding outcome in the future, you must ensure that your managing of the Google ads campaign is done accurately.
Google offers us handy methods to monitor all behind-the-scenes activity. You can set up email notifications to be informed whenever there is an update concerning your campaign.
You can setup notifications in your Google ads account to alert you of any possible policy violations under the setup and preferences tab. Figure out what you want to set up an email alert for. Some individuals only wish to be notified via email regarding vital matters while others prefer to be in the know about every minor development.
Check Current Google Ad Performance
Before you can decide which aspects of your ad needs to be altered, you need to evaluate your advertisement’s execution and recognize what parts are succeeding and which ones are not. There are five key metrics to pay attention to:
- impressions
- clicks
- cost
- conversions
- click-through rate (CTR)
Reevaluate Your Ad Targeting
In any form of digital advertising, targeting is a critical element. To gain insight into what your target market is wanting, creating a buyer persona should be the first place to begin; if you haven’t done this yet, it should be priority.
What does your ideal customer want? What do they look like? Where do they live? How much money do they make? What are their interests? What upsets them? Give consideration to all of these elements when picking your advertisement focussing because you have to get into their thought process if you want to anticipate that they will select your ad and make a purchase.
A/B Test Ad Copy and Design
Let’s examine your advertisement copy and layout. It’s broken down into a few different segments:
- your offer
- your headline
- your description
- the URL
- zny extensions
See if something else works better if any of these factors are affecting the results of your advertisement. The key point to remember is that you should only alter one element at once. The only method that can indicate if that was the cause of the problem is to do further investigation.
Dig Into Negative Keywords
You don’t need to make this more difficult than it is: Negative keywords are simply terms you don’t want to show your ad for. One of the main motivations for this is because you are entrusting Google to make a lot of the choices for you. In that situation, you may be interested in putting in negative terms such as companies, rivals, or any other phrases that you recognize will not bring about a sale.
Optimize Your Landing Pages
It is essential to take note that a considerable amount of Google ads campaigns are managed away from the search engine results pages. It happens on your landing pages as well. If your ad is getting frequent views and people are clicking on it, but you aren’t getting conversions, likely something is not right with the destination page. You should take care of this right away so that Google won’t discover it and decrease your ad’s ranking due to its lack of correlation.
Improving the performance of your landing page necessitates you analyze the whole offer, the title, design of the page, CTA, and position of buttons and orders to act. One of the most effective methods of determining an issue is to conduct an A/B test.
If you feel that you have not included enough Call-to-Action buttons on the landing page, make a replica of the page and include more to witness the result. In order to succeed, you will need to invest in an outstanding landing page generator and optimization platform such as Unbounce and Convert.com. Convert is a helpful resource that provides A/B testing to precisely identify what can be done to improve the results of your landing page.
Consider Switching to Automated Bidding
When constructing a Google advertisement, you can pick between two options: automated or manual bidding. Each has its pros and cons.
Google has the power to determine how much is paid for each click based on selected metrics via automated bidding.
- Increase site visits: If you’re trying to increase visitors to your site, you can choose to optimize your ad based on clicks.
- Increase visibility: Target impression share sets bids with the goal of showing your ad as high on the page as possible. You may end up getting less clicks this way, but you can quickly spread awareness.
- More conversions: If you want more conversions on-site, you’ll optimize for your target cost-per-action. You may pay more per conversion but you’ll convert more visitors.
- Target ROAS: If you want to meet a certain return on ad spend, you can allow Google to pay what it thinks you should based on how you value each conversion.
Remember that if you choose manual bidding, you will have to calculate everything yourself. You will not be able to select a broad target and let Google manage your advertisement expenses for you. However, manual bidding does give you more control.
Analyze and refresh your keyword targeting
When it comes to promoting with Google Ads, many companies take advantage of keyword targeting. You can capitalize on other targeting possibilities, such as location, age, and user conduct, however you’ll usually base your advertisements and groups on particular keywords.
This is why it is critical for Google Ads campaign management to utilize keywords.
To get the most out of your Google Ads campaign, make sure your keywords are always current.
Individuals develop and the language they employ to locate what they require evolves over time. Take searches for cellphones, for example. Searches for “best smartphones” drastically outnumber inquiries for “best cellphones” in the present day.
You can assess the performance of your current keyword a few ways, including:
- Using Google Trends to spot gradual decreases in search volume
- Checking keyword search volumes and CPCs in Google Keyword Planner
- Referencing keyword data in tools like KeywordsFX and io
The aforementioned applications (Google Trends, Google Keyword Planner, KeywordsFX, and Keywordtool.io) could be utilized to discover fresh keywords to focus on. Using the Google Keyword Planner is a great choice for controlling a Google campaign due to all of its options.
Audit your Google Ads’ budget and bids (and set realistic ones)
The bids you make will not always be based on specific keywords, depending on what type of campaign you are running. If you are conducting a remarketing campaign, you might keep on targeting individuals who are part of your remarketing audience instead of adding in keywords.
For Google Ads, the cost per click usually ranges from $1 to $2. If you use the Google Display Network to advertise, it is likely that your cost-per-click will be lower. The typical cost per click for the Google Display Network is usually somewhere under $1.
You can make a starting budget for your Google Ads venture by utilizing these general figures.
In Google Ads, you set a daily budget. You can figure out your spending plan for a month by taking your daily allowance and multiplying it by 30.4. This is the highest amount that your business will pay towards your Google Ads campaign monthly.
Google commonly gives each day spending plans and bidding proposals in the event that you have as of now made a battle. These suggestions tend to include information about what kind of returns your company could gain, such as more clicks, in the event that you raise your budget.
You don’t have to follow these recommendations. You can gain a better understanding of your campaign success by taking advantage of the insight provided by Google Ads data through the recommendations. Make use of the data Google is providing you to adjust the parameters for your targeting, bidding, and other aspects.
According to Google, when launching a fresh campaign, it is wise to start with a daily spending limit of between $10 and $50.
Optimize your ads, landing pages, and more
Once you have established your ad hierarchy, budget and bids, as well as keyword targeting, you can proceed to one of the most appealing aspects of managing a Google Ads campaign: Optimizing your landing page, adverts and other items.
Keep reading to learn more about these optimizations (or skip to your favorite!):
Ads
In Google Ads, you can optimize your ads in a few different ways, including:
- Experimenting with different ad copy
- Adding new ads for users to see
- Trying different ad offers
If you decide to test your ads, you will want to change your campaign-level settings using these steps:
- Go to your ad campaign
- Select “Settings” from the sidebar menu
- Choose “Additional settings”
- Click “Ad rotation”
- Select “Do not optimize: Rotate ads indefinitely” or “Rotate evenly”
This newly-revised environment enables you to gain precise information regarding the efficiency of your ads. The default situation (which displays your ads with the best performance) can feasibly produce inaccurate results, specially in the event of assessing a fresh proposal versus an existing one.
Ad extensions
You can try different ad extensions when managing your Google Ads campaign. Ad extensions can elevate the success of your ads and your overall Ad Rank because they positively influence the user experience.
A few examples of some ad extensions include:
- Location
- Sitelinks
- Call
- Structured snippets
You don’t have to pay a penny to add ad extensions, so make sure to utilize them.
To get the desired outcome, select your ad extensions based on what you are hoping to accomplish.
If you are trying to bring customers to a real-world place, a location-specific extension might be helpful. A company that does not own a physical store (such as an ecommerce store) may use the sitelink extension to direct visitors to their website as an alternative.
Landing pages
When it comes to managing Google campaigns, landing pages need to be taken into consideration.
The importance of these pages cannot be overstated when it comes to how your advertisement is performing, as well as the way your users interact with your website. If you would like to expand clicks, traffic, and sales that are generated by your PPC ads, then it is necessary for you to put in time for tuning and testing the pages where your ads lead to.
As a part of your Quality Score, Google looks at your landing page experience, which includes:
- Your landing page’s relevance
- Your landing page’s transparency
- Your landing page’s usefulness
- Your landing page’s mobile-friendliness
- Your landing page’s speed
You can make your landing page better in all of these categories.
By utilizing the services of a professional landing page design and development team, you can make sure your landing page is both mobile-friendly and speedy. You can provide users with value and be open and honest by creating a page tailored for them.
Even if you have a top-notch landing page, you can still experiment, like with the following ideas:
- Changing calls to action (CTAs)
- Updating button locations or colors
- Adding new features, like progress bars
- And more!
With each evaluation and end result, you can gain a greater understanding of what drives successful conversions. If you’re hard pressed for time, you may want to consider employing conversion rate optimization services, which can assist you in getting the most out of your ads.
Targeting
After gathering a couple of weeks or months of data (the length of time depending on the size of your target audience), you can begin exploring audience targeting options. These configurations enable you to hone in on your target group and zero in on the most important individuals.
A few examples of some targeting settings in Google Ads include:
- Location
- Device
- Demographics
- Topics
- Placements
- And more
Refer to your viewers’ information and campaign statistics when altering your targeting preferences.
Google Ads Campaign Management Conclusion
Do not forget that creating your advertisement and pressing the “go” button is only a small part of the process. The subsequent actions you take will essentially decide how successful your advertisement is. You can begin with a below average advertisement but by tweaking, examining, and modifying the ad, you can wind up with an incredibly successful venture that will provide a substantial amount of profits. We can assist you in launching your advertisement.
