If you’re a digital marketer looking for a way to increase your business’s visibility online, Google search ads (formerly Google AdWords) are the answer. Paid search is an effective method of driving more traffic to your website or converting online users. When done right, they can be a powerful tool in your marketing efforts.
However, managing Google advertising campaigns can be challenging as it requires knowledge of sophisticated Google ads algorithms and frequent monitoring. Without hiring experienced professionals to handle your Google Ads campaigns, you risk wasting time and money on ineffective ads that don’t deliver the desired results.
That’s why it’s often beneficial for businesses to outsource their Google ads management services to a reputable agency instead of running them in-house. A good agency will have extensive experience developing successful ad strategies explicitly tailored to your business needs and objectives. Plus, they will have access to the latest tools and technologies required for effective performance tracking and optimization. This allows you to focus on other aspects of your business while ensuring that your ad campaigns are managed efficiently.
What Are Google Ads?
Google ads are short text-based advertisements that appear at the top of the page in response to user queries made on Google or another search engine. When users enter a keyword or phrase into the search box, an algorithm displays related ads at the top of the results page. These ads promote products and services or highlight special deals and discounts.
The goal of Google paid search is to increase traffic and conversions for the advertiser by targeting potential customers who have expressed an interest in a particular topic.
Google ads management plays an integral role in the success of any advertising campaign. It involves creating targeted campaigns, monitoring conversion tracking, optimizing bids and budgets, analyzing results, and making changes to improve outcomes. You can maximize ROI and achieve the best possible performance from your ad spend by continually improving your paid campaigns.
Google ads are powerful tools for increasing business visibility online but require careful handling to be successful. Working with an experienced agency specializing in Google ads management services is often the best way to ensure maximum return on investment.
Benefits of Using Google Ads
Running Google ads has the six following benefits for businesses:
- Improved online visibility.
- High user intent.
- Top of Google SERP appearance.
- Click-based fee.
- Ad campaign control.
- Comprehensive user insights.
We will detail each of them below.
Improved Online Visibility
Over 4 billion people use the Google search engine. That’s more than half the worldwide population. Except in China and Russia, where they banned Google, brands can reach anyone with Google ads search.
They put your business in front of customers actively looking for a product or service like yours, thereby improving your online visibility.
High User Intent
Google Ads are the ideal way to target potential customers who intend to convert. When someone types in a keyphrase on Google, they’re looking for content related to that term – making it easy for people searching for your product or service quickly locate what they need without browsing through irrelevant search results. When you post ads with Google, you can bid on specific keywords, ensuring that your ad is seen by those interested in what you offer.
Top of Google SERP Appearance
Google ads appear at the top of Google’s search results page, above all organic results and featured snippets. This increases their visibility compared to organic listings that take up the majority of space on the first page.
Users are more likely to click on an ad at the top of the SERP than one further down, making it a great way to get your brand noticed quickly.
Google ads are cost-effective, as you only pay when a user clicks on your ad. This means you won’t be paying for impressions, making controlling and monitoring your spending more manageable.
Plus, Google offers free click-tracking tools so you can measure the performance of each campaign easily.
Ad Campaign Control
Google offers complete control over ad targeting. For example, you can customize your ads to target users with specific interests and demographics. Besides, flexible budgeting options ensure you don’t waste money on unprofitable campaigns. You can adjust settings such as bid prices and frequency caps or pause your ads that are not performing well.
Comprehensive User Insights
Google ads provide in-depth insights into customer behavior, such as which ad copy or targeting method works best. This allows you to make informed decisions and optimize your campaigns for maximum performance. Data collected from running campaigns provide valuable insights into customer behavior and preferences, which can be used to improve future campaigns or products/services offered by your business.
Overall, using Google ads effectively drives traffic and conversions to your website while gaining valuable insight into customer behavior. Working with a professional Google ads management service can help ensure that your campaigns are managed efficiently and effectively, enabling you to get the most out of your advertising budget.
How to Get Started With Google Ads
Getting started with search engine advertising is relatively simple but requires research and planning before launching any campaigns. Here are the seven steps to launching a successful Google search ad campaign:
Define Your Business Goals
Before launching a Google Ads campaign, it’s essential to determine what you want to achieve.
- Are you looking to increase website traffic and boost brand awareness?
- Or are you trying to get more leads or sales?
Whatever your goals may be, focus on setting measurable objectives that can help track the progress of your campaigns.
By having clear business goals in mind, you’ll be able to set up an effective Google ads account with well-defined ad groups, targeting options, and budgeting methods. This will help ensure you get the most out of your search engine marketing efforts and reach the desired results quickly.
Research the Right Keywords
Once you have established your business goals, it’s time to start researching your keywords. This critical step can make or break any Google ads campaign. The aim is to find your ads’ most relevant and profitable keywords.
Use keyword research tools such as Google Keyword Planner to discover the best opportunities for your campaigns. Make sure you consider long-tail keywords more likely to convert than generic ones. You should also consider localizing your campaigns to appear in searches from a specific location or language.
Build Engaging Landing Pages
Creating an appealing landing page is essential for any successful Google ads campaign. Well-designed landing pages should be easy to navigate, direct customers to the right place, and contain a clear Call To Action (CTA) that encourages visitors to take the desired action.
To maximize your conversion rate, make sure the content on your landing page matches the ads you are running. This way, users will know precisely what they can expect when they arrive on your website. It is also a crucial criterion for the Quality Score, which measures the relevance of destination pages according to the Google algorithm.
Furthermore, consider using A/B testing tools to determine which landing page versions work best with different audiences.
Create a Compelling Ad Copy
A search ads campaign broadcasts content at the top of the Search Engine Results Page (SERP). By default, there is a headline, a link to your landing pages, and a meta description that answer search queries.
As this content is the first touchpoint with online users, writing compelling advertisements is vital to a successful Google ads campaign as it also affects your quality score. It should be concise, include keywords, and be creative enough to capture users’ attention.
Be sure to use action words in your copy. You should also consider A/B testing different versions of your ads to determine which one performs better with your audience.
Set Up Targeting and Budgeting Options
In your Google Ad Manager, you must decide who you will target and how much advertising dollars you want to spend on your campaign settings. Both criteria are linked. The broader or, the more competitive your target, the more ad spend you invest.
Google offers a wide range of targeting options, such as location, language, interest, or device type. Using these settings, you target users more precisely and ensure they are genuinely interested in what you offer.
Consider daily and monthly budgets, as this will help ensure that all ad costs remain within your Google ads spend range. Before launching your Google ads campaign, test your settings with the forecast option to know what to expect next.
Launch, Test, and Measure
When you launch your Google ads, there is a review step from the platform to approve your advertising. Google ensures that your settings comply with its policies. It may take up to two days before your campaign goes live.
From this point, you must be patient. It may take some time before you can make conclusions about the performance of your campaigns. Monitor your progress with reporting tools such as Google Analytics or Ads Manager to quickly identify potential issues. This will help you measure the success of your campaigns accurately and use that information to improve future ones.
To ensure your Google Ads campaign is successful, tracking its performance regularly and adjusting settings accordingly is essential. Remember that what works today may not bring desired results tomorrow, as online trends constantly change. Make sure you monitor changes in keyword search volume or new competitors entering the market to keep up with the latest trends.
Optimize Based on Your Campaign’s Data
Ad campaigns are never set in stone. You must monitor their progress and keep optimizing to ensure they remain successful.
You can use the data gathered from your Google ads campaign to refine targeting options or adjust your messaging. Consider using automated bidding strategies, such as Target CPA or Maximize Conversions, optimizing bids according to user activity and performance goals.
Also, try experimenting with different ad formats other than text-based ads to capture more attention. For example, if you are promoting a product, consider using image-based ads with Calls-To-Action buttons that direct users to the landing page with the purchase option or contact form for further inquiries.
Finally, decide if you want to run campaigns or hire a marketing agency specializing in managing Google Ads.
Good Practices & Pitfalls to Avoid When Running Search Ads Campaigns
When running any digital marketing campaign, specific best practices should be followed for success. We will list below sixteen top optimization tips and Google ads mistakes based on our experience.
8 Best Tips to Run Google Ads
Brands should consider launching their Google ads by considering these eight best practices:
Setting realistic objectives
Many advertisers don’t know what they expect from their campaigns except the classic “more revenue.” Google ads won’t tell you what your goal is. It works the other way around: you must explain to Google what you want, and the tool will help you reach this objective. Make sure that those targets are well-defined and attainable. Use S.M.A.R.T. goals to succeed.
Using multiple channels
Google ads are great. However, you should never put all your eggs in the same basket when running your online campaigns. You may miss opportunities or get stuck in a process that could be under-efficient. In parallel with your Google AdWords, run multiple ads on other channels like social media platforms and compare their performance.
Adjusting keywords to the target audience
Understand your target audience and create an appropriate sales pitch. Use negative keywords to ensure your ad does not appear in irrelevant searches. This trick saves tons of money and effort. Segment your keywords in ad groups based on their search volume, ranking difficulty, user intent, relevance, and business goals.
Enhancing Google copies with ad extensions
Google ads search follows a standard format, including the headline, the landing page link, and some preview content called the meta description. Use ad extensions to boost your ad copy default to stand out. For example, you could share your number to receive phone calls that your sales team will be more than happy to answer.
Optimizing landing pages
Online users are redirected to your landing page content when clicking on your text ad. This crucial touch point must be both attractive and well-performing. First, make sure your ad matches your destination content. Then, display an image (or an embedded looping video) at the top of your web page. Write an excellent but short tagline and, next to it, have your Call To Action (CTA). It can be a simple anchor button or a contact form. Underneath, you should have more explicit content. Finally, ensure your landing pages load quickly on all devices, especially on mobile.
Focusing on CTR and CR
You must care about two metrics to monitor your Google ads campaign: the Click-Through Rate (CTR) and the Conversion Rate (CR). The CTR allows you to measure your ad copy’s performance. If people see your ads but do not click on them, your CTR will be low, and you should probably edit your ad copy. Then comes your CR, which evaluates your landing page performance. The higher, the more engaging your user funnel is to generate leads. Track your final “Thank You” page to optimize your Conversion Rate.
Running remarketing ads
To run smart campaigns and drive qualified traffic, consider remarketing ads. Instead of targeting custom audiences, remarketing settings focus on past site visitors. They may have seen your great landing pages without finalizing their conversions. In this case, you can show them dedicated text ads inviting them to finish what they started. As those audiences are more qualified leads, they usually drive sales quicker and boost your conversion rates.
Additionally, Search Engine Optimization (SEO) techniques improve your visibility even further by helping you rank higher in organic search results and boosting paid search performance. When an online user inputs a keyword on Google, this person sees your PPC ads at the top, and if you also run SEO, your brand will appear underneath. Combining Google ads with SEO is a great way to improve your campaign performance as you control the first page of the Google search results.
Besides those Google ads tips, let’s look at the common pitfalls.
7 Google Ads Don’t
On the other side, businesses don’t want to fall into these eight costly and time-consuming mistakes:
Running campaigns on a low budget
Don’t set a low monthly fee if you want to analyze data properly. Limiting your monthly budget prevents the platform’s algorithm from learning, and it will take ages before you achieve the desired results.
Monitoring at a high-level only
Too many Google advertisers only focus on their campaigns and target cost at a high level. Instead, they should measure the detailed performance of each ad group and keywords’ cost per click.
Running generic ad copies
Avoid running text ads with generic copy or headlines that don’t reflect your brand’s personality. Use keyword match types and negative keywords to improve your campaign performance.
Going for a unique advertising strategy
Never stop testing different advertising strategies. They are essential for improving future campaigns and making more money. Not testing different versions of an ad also prevents you from getting the most out of the Google advertising platform.
Ignoring customer feedback
Don’t forget to leverage customer feedback to understand searcher intent. Customer reviews and comments can be valuable sources of insight, especially for a small business.
Making complex lead generation forms
Proper tracking of the cost per click, quality score, impressions, and conversions is essential for optimizing ads effectively. Don’t make your lead generation forms too complex, as they are conversion-tracking killers.
Relying too much on automated bidding tools
Relying too heavily on automated bidding strategies may lead you to pay more than necessary for clicks and lose control of your monthly fee. Consider them but do not necessarily apply them all to generate new leads.
Prodima Google Ads Services
At Prodima, we understand the importance of Google ads for businesses. As part of our comprehensive digital marketing packages, we offer Google ads management services to help you get the most out of your paid advertising campaigns.
With our expertise in Google ads, we create and manage highly targeted campaigns customized to meet your objectives and budget. Our team of certified professionals can help you maximize your return on investment by optimizing your campaigns for maximum reach and performance.
Google Ads Management Process
Our Google ads management services include all of the following:
- Market analysis.
- Competitive benchmark.
- Keyword research.
- Media strategy.
- Forecasts and expected KPIs.
- Ad account setup.
- Ad copies production.
- Landing page design.
- Campaign launching and monitoring.
- Campaign optimizations and remarketing.
We believe in maximizing your online presence with Google Ads. Our team of experts can help you create and manage successful campaigns that will bring more traffic and conversions to your website. With our Google Ads management services, we will help you get the most out of your Google Ads investment.
Why should You Trust Prodima for Your Google Ads Management?
Regarding Google Ads, trust Prodima to do the job right. Our team of certified SEM professionals has years of experience managing Google ads campaigns and optimizing them for maximum performance. We use industry-leading tools and strategies to ensure that your campaigns are set up correctly and optimized for maximum reach and profitability.
Here is what makes Prodima, a certified Google Premier Partner, different from other ad agencies:
Our Google expertise
We understand the ever-changing Google ads environment and use our experience to ensure that your campaigns are set up correctly and optimized for maximum performance.
Our free media strategies
Prodima prepares Google media plans based on your business goals. Before signing any contracts, we will come back to you with estimated KPIs so you can decide whether you will work with our team.
Our monthly contracts
We never force companies to commit to the long term. Prodima must satisfy its business partners. If you do not like our way of working, you can stop the contract at the end of the month. You don’t need to worry about any 6-month minimum sign-up. If we do our job well (and we do!), you will be more than happy to stay with us, as we will bring you revenue.
Our campaign transparency
If you outsource your Google ads to an agency that reports through Excel files, they are doing it wrong! Prodima never hides anything from you. We provide a detailed report from Google Data Studio, which directly sources data from your Google Analytics and the Ad Manager tool. You can access this dashboard anytime.
Our team availability
Besides, we are proud to claim that we care about our partners. We schedule a time to discuss with them, weekly or monthly, at their convenience. When we launch a new campaign, we proactively create a chat group to solve any bottlenecks.
Our troubleshot support for restricted ad accounts
Eventually, Prodima has experience dealing with Google representatives to appeal and retrieve restricted ad accounts. Our experts are ready to work with you to clear this challenging procedure. We will not let you down if you fight to unban your assets.
Contact us today to learn more about how we can help you succeed with Google Ads!
Google Ads Wrap Up
Effective search engine advertising requires careful research and planning before launching campaigns. Still, when done right, they can provide numerous benefits, including increased visibility online, leading to more leads and sales closing, making them invaluable tools in today’s digital age.
Additionally, several reliable agencies offer professional services such as AdWords management, which specialize in helping businesses maximize their return on investment from running these campaigns, making them excellent options if you don’t have enough knowledge about running successful SEM strategies.