Google Ads Management Service
What is Google Adwords?
Are Google Ads Management Services Different Than SEO?
You may already know about how SEO works and how organic rankings can increase your traffic, over time.
While this is definitely an essential part of growing your business online, depending on your industry, it will be difficult and time consuming to get to the top of Google’s search results organically. Ranking your website can take time, even with the most qualified SEO efforts. Search engine advertising with AdWords or Google Ads, lets you cheat the system a bit.
However Google Ads management, or formerly Adwords management, is more complicated than it used to be.
Every year, Google makes hundreds of changes. New competitors constantly enter the marketplace. You’ll need to consistently tweak your ad copy, target cost, etc. in order to make sure your Google Ads campaign is performing well.
If you don’t have the time or resources to dedicate to PPC management or optimizing your campaign, enlisting the help of an Google Ads management service might be the best course of action for your business.
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?
Well, 97% of their total revenues come from advertising.
This is significant because it tells us about how much Google Ads are 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 a Google Ads Management Service?
Digital Logic offers Google Ads management services. We create a digital marketing strategy and manage all of the paid online advertising on your behalf.As paid search professionals, we’re well versed in the ad management platform and know how to ensure your campaign performance is top notch! We understand the best ways to optimize the ad spend for many specific industries, which eliminates the guess works and oftentimes saves money for our clients. The process usually looks like this:
Research, Setup and Launch a Successful Google Ads CampaignDigital marketing agencies, like Digital Logic, will either start your Google Ads campaign from scratch or will take over your existing Google Ads account. Ensuring that your Google Ads account is set up correctly is paramount to your campaign performance.
RESEARCHSetting up a successful Google Ads campaign requires exhaustive keyword research. The foundation of expanding your business online is keyword research.
- We first find out about your overall business goals, as well as 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.
BUDGETWe help you to develop an ads 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.
TARGET AUDIENCEOur experts use your budget with their research to develop one or more conversion-centric campaigns. We put a significant amount of time into researching your audience. After all they are the most important factor. We learn about your customers’ age, location, interests and more. From here, we customize each Google ad and put targeting metrics in place to reach potential consumers. Remember Google ads doesn’t necessarily show the ad with the highest bid. (We’ll dive into this a little later.) A dedicated team of market researchers will combine their work with an experienced Adwords or Google Ads management service expert.
REMARKETINGPart of optimizing conversions is remarketing. Remarketing is a technique that our in house team of 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 and which landing page they looked through, the remarketing ad will adjust and display relevant content that will encourage them to make a purchase.
Why Do Businesses Need an Adwords or Google Ads 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 ad revenue and return on your investment. If your time is better spent with your clients or patients, you might want to consider a Google Ads Management Service.
At Digital Logic, we have extensive experience running Google ads for the following industries.
We offer the following services, but our account managers are not limited to the following:
Clients Who Have Benefitted From Google Ads Management Services from Digital Logic
Here are a few of our clients that benefitted from our Adwords or Google Ads 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 Ads Management Service experts were able to fine tune keyword performance.
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 a Professional Google Ads Management Agency 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.
Online Advertising Definitions
First, lets start with some basic definitions to help this process go a little more smoothly:
Ad Copy: This is the sales pitch that essentially highlights the features and benefits of the product or service being offered on the ads, themselves.
Ad Spend: This is the amount of money spent on each specific ad variations within an ad campaign or ad set.
Ad Text: This is often used interchangeably with ad copy. This is the text that is meant to persuade a consumer by offering a value proposition.
Bounce Rate: This measures how quickly searchers access and leave your site.
Click Through Rate: This is a rate that Google does monitor. We use this to gauge how well your ad text correlates with your landing page, and ultimately your product or service.
Landing Page: This is the page on your website that consumers with “land on” when they click on your ad.
Negative Keywords: The Google Ads platform allows you to eliminate keywords that you don’t want your ad to show for. For many campaigns, we’ll add negative keywords such as “free” or “cheap”. Having an experienced campaign manager who knows which negative keywords to add in the beginning of your paid search campaign can be a huge money saver.
Quality Score: Google uses a quality score to show consumers using paid search how well their ads are performing against other competitors. The quality score does take your bounce rate into consideration. This is why we strongly recommend having dedicated landing pages for each of your ad groups.
Determine Google Ads 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 use strategic bid management. At Digital Logic, we like 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.
From here, 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.
Conduct Research for Your Google Ads Account
You can use a number of different websites to determine which keywords you should use on your ad copy. 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. While this can be time consuming, it does tend to help text ads.
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.
Build Quality Landing Pages That Correlate With Each Ad Group
Building out quality landing pages that correlate with each specific ad group is key to your ad campaign’s performance.
You want to make ensure that each person who is searching for the services or products that your business offers finds their way through the buyer’s journey as easily as humanly possible.
We recommend the following when building each landing page:
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.
Try the 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 and ad groups, you definitely want to consider customizing your landing page for each campaign.
Set Up Your Google Ads Campaigns
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.
Here’s how you’ll set up your Google Ads campaigns:
Start with a single campaign, add more when you get the hang of things.
Determine what kind of ad structure you want. Google Ads management service providers will use 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 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: 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.
Write your Ad
Precision is key when it comes to online advertising:
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.
Make sure that you use the proper keyword or keywords, based on your research.
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
After you create you ad, 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.
At Digital Logic, we will create multiple ads for each keyword group in order to test the ads against one another.
Add Conversion Tracking to the Landing Page
Conversions are what you are after. In order to know if your ads are converting successfully, you’ll 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 your tracking code embedded on the ‘thank you’ page that triggers after the conversion.
If you aren’t familiar with triggering pages, you may want to invest in website development services. At Digital Logic, we offer these services, as well!
Perform Periodic Ad Campaign Audits
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 Google Ads 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.
If you created two versions of your ads to A/B test, this would be a great opportunity to create another ad set more closely related to the “winning” ad set to test.
Need a Professional Google Ads Management Service?
Your Google Ads campaigns should be run by a digital marketing agency that knows the in’s and out’s of the Google Ads Platform. At Digital Logic, we have extensive experience running campaigns for businesses small and large. We understand how to manage budgets, include the best keywords, and provide the best opportunity for company growth.
If you’re unsure or have any questions, please feel free to give us a call. We provide a free consultation and website audit. This allows us to see how we can help your company grow, as a whole.
We look forward to hearing from you!
Let The AdWords Experts Help
At Digital Logic, we know everything there is to know about creating a successful AdWords campaign management strategy. If you want to boost your business, call us at 318-678-5020 or fill out our form for a free proposal!