What is Google Adwords?
Google Adwords, now known as Google Ads, is a platform in which businesses can purchase advertisements. These display across Google’s wide range of options. Your ads could show at the top of Google search results, in banners on non-search websites, mobile apps and videos. These are all a part of Google’s display network. Google’s display network is the largest in the world, according to comScore. An Adwords Management Service specializes in setting up Google Ads that will help you grow your business.
You probably already know about SEO and organic rankings. While this is definitely an essential part of growing your business online, depending on your industry, it might be nearly impossible to get to the top of Google’s search results organically. Google tends to favor big names and brands for their organic search rankings. AdWords, Google Ads, lets you cheat.
Adwords management, or Google Ads management, is more complicated than it used to be. Every year, Google makes hundreds of changes. New competitors constantly enter the marketplace. You need to make sure your Google Ads campaign is performing at its best. If you don’t have the time or resources to dedicate to your ad campaign, enlisting the help of an Adwords management service might be your best course of action.
Why Would You Want to Pay for Ads on Google’s Display Network?
First, let’s look at the numbers.
According to a WebVisible survey, 86% of consumers use the internet to find a local business. 72% prefer to research local merchants with a search engine. As of July 2020, over 86% of all internet searches are performed on Google.
How is google so successful, considering most consumers use it for free? 97% of their total revenues come from advertising. This is significant because it tells us about how Adwords, or Google Ads is essential to Google’s success. If small businesses, law firms, and medical professionals weren’t successful with Google Ads, they wouldn’t pay such a premium to purchase advertisements. Google’s primary focus and priority is on making sure businesses that pay for advertisements see a high return on investment. The most recent Google Economic Impact Report stated that businesses make, on average, $2 in revenue for every $1 they spend on Google Ads.
What is an Adwords Management Service?
An Adwords Management Service, or Google Ads Management service like Digital Logic will manage all of your digital advertising on Google for you. This will help minimize the amount of guesswork you have to do, and end up saving you money. Google Adwords Management services know how to best optimize ad spend for your specific industry. The processes usually looks like this:
Research, Setup and Launch Adwords and Google Ad Campaign
A full service Adwords management service like Digital Logic will either start your Google Ads campaign from scratch or take over your existing account.
Setting up a successful Google Ads campaign requires exhaustive research. The foundation of expanding your business online is keyword research.
- We first find out about what types of services or products you want to promote.
- Next, we find out what your competitors are doing to increase their online presence.
- Then, we find out more about how your potential customers are searching for services or products you offer.
We help you to develop a budget by working backwards
- This all depends on what amount of money you’re willing to accept for each sale.
- The maximum amount per click you’ll want to spend = your profit x google’s commission x the conversion rate
- The variables you’ll best be able to control are your conversion rate and your profit.
Develop one or more conversion-centric campaigns
- We put time into researching your audience. We learn about your customers’ age, location, interests and more.
- Customize your ads and targeting for your potential customers.
- Remember, Google Ads is not just about the bids. It’s important to know and understand your potential customers.
- A dedicated team of market researchers will combine their work with an experienced Adwords management service expert.
Part of optimizing conversions is remarketing
- Remarketing is a technique adwords management service experts use. It allows you to display ads to users that have already visited your website. By showing them ads again, you can encourage interaction with your products and brand.
- Remarketing is one of the most cost effective digital marketing methods you can use.
- With remarketing, you can target a user with specific information. Based on their prior interaction with your website, the remarketing ad will adjust and display relevant content that will encourage them to make a purchase.
Why Do Businesses Need an Adwords Management Service?
If you are an attorney, a doctor, or a big-budget business, your time is probably limited. Anyone can set up their own Google Ads campaign, but it takes someone with experience and expertise to get the best return on your investment. If your time is better spent with your clients or patients, you might want to consider an Adwords Management Service.
Here are a few of our clients that benefitted from our Adwords Management Service:
The Plastic Surgery Center
When The Plastic Surgery Center contacted us, like most clients, they were looking for increased traffic and more patients. Although their most cost-effective strategy for increasing traffic came from SEO services, we were able to run Google Ads to increase brand awareness. After a year, conversions were up 88%.
With a combination of SEO, press releases, social media strategy, GMB optimization and Google Ads, Louisiana Crawfish was able to dominate their market in under a year. Their PPC cost went down 13% and e-commerce saw an increase of a whopping $1.6 million. This is because our Google Adwords Management Service experts were able to fine tune keywords
Manassas Law Firm
The Manassas Law Firm was suffering from flat organic traffic after a multi-year contract with Findlaw. Our team set up a Google display network campaign that helped increase their caseload. From Google Ads alone, they saw a significant increase in the amount of calls they were fielding.
How Does an Adwords Management Service Set up a Campaign?
If you’re up for the task, we’ve put together a step-by-step guide to starting your Google Ads campaign.
Figure out your budget
Our other post describes pricing models about the cost of advertising online. Here’s a quick, simple way to determine your budget.
- One of the best ways to determine your Google Ads budget is to start backwards.
- Let’s say your product costs $20. You produce it for $10 and make a $10 profit.
- Next, you determine how much you’d be willing to spend for every sale. In other words, you determine the lowest amount you’d be willing to make for every sale.
- Let’s say you determine that you’d accept making $7 for every sale. This means that you would pay $3 for advertising.
- Next, you find out that the typical conversion rate for the keyword you’re using is 1%
- Finally, you multiply your profit (10) by the amount you’re willing to spend per sale (3) and multiply it again by the conversion rate. This comes out to $.03 per click.
Do some keyword research
- You can use a number of different websites to do research on which keywords you should use.
- Look for data on the volume and competition for each keyword, as well as suggested bids.
- You can find data on how keywords trend based on the season, time of day, and day of the week
- There are advanced tools to find out what your competitors are doing on Google Ads.
- With websites such as spyfu.com, you can find out the average CTR and the number of companies that have advertised for similar keywords in the past 3 months.
Get your website and/or landing page ready
- This is key. You want to make it as easy as possible for potential customers to buy your product or obtain your services.
- A simple, easy to read page will go a long way.
- Use clear, uncomplicated text. Use bullet points and other visual elements to simplify your message.
- PAS method
- Problem: present a problem you think you customers are facing
- Agitate: show how a lack of solution to this problem will cost them
- Solution: tell your potential customers that they can avoid this problem with the help of your product or services.
- If you have multiple keywords, you might want to consider customizing your landing page for each campaign.
Set up your campaign
- Once you know your budget and geographic parameters, you’ll decide on a network or display campaign. Google might give you suggestions on keywords to use, but if you’ve already done your research, use those keywords instead.
- Start with a single campaign, add more when you get the hang of things. An experienced Adwords Management Service will be capable of handling multiple campaigns at once.
- Determine what kind of ad structure you want. There are two main methods of approach:
- Match type. With this method, you will make one campaign for Exact match, then another for phrase match, and finally one for broad match modifier.
- Pros: it will help you highlight the performance for each exact term. You can probably adjust a smaller budget quickly based on performance.
- Cons: it becomes increasingly complex over time. For bigger advertisers with large product catalogs, this might not be the most time efficient method.
- Single keyword ad groups (SKAG). This structure allows you to create independent ad groups for each keyword.
- Pros: Ads become laser targeted for each single keyword. You will also have more control over what you pay for.
- Cons: this is time consuming. You will also need to have a solid understanding of keyword research before you begin.
Write your ad
- Precision is key
- You don’t have that much space in a Google Ad, so make the best of it.
- Think about your unique value proposition (UVP). This should be a one sentence description of the services or products you provide and why they are valuable. Center your ad around this idea.
- It’s a good idea to use the same language on your ad as your landing page.
- Research shows that incorporating a number into your headline results in 217% increase in CTR
- If you want people to click on your ad– ask them! Use trigger words. Just avoid exclamation marks, as google tends to view them as spam.
Fine tune the details
- Before you’re ready to launch, make sure that your ad is “paused” until all of your metrics are exactly where you want them to be.
- Google will automatically set your campaign to broad match– make sure this is what you want, rather than your other options.
Add conversion tracking to the corresponding page
- Conversions are what you are after. The only way to know if your ads are converting successfully, you need a way to collect data on them.
- To do this, you’ll need to put a bit of code on your page. You will probably want it to go on the thank you page that displays after the conversion. This way Google will know when a conversion was made.
Perform periodic campaign audits
- Any Adwords Management Service knows that the best way to improve ROI is to check progress with data.
- Initially, it will take a few days to start seeing results from your ads. Once you have performance data, you can start to fine-tune the details according to what performs the best.
- If you’re running a smaller account, you can make adjustments every month or so. For larger campaigns, you might want to make adjustments every week.
- Read your search term reports
- This will help you identify new keywords to add to your existing campaigns.
- It will also help you identify potential keywords to add to your negative keyword list so you don’t end up spending money on them.