Google Ads Management Service

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, let’s 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 variation 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 for 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 backward:

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

KEYWORD RESEARCH

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.

OPPOSITION RESEARCH

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 find 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 your customers are facing

  • Agitate: show how a lack of a 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:

1. Start with a single campaign, add more when you get the hang of things.

2. 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 a 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 your 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.