If you’re not using a Google AdWords management campaign, you’re probably falling behind your business competitors. More than 80% of businesses use Google Ads as part of their digital marketing strategy. That said, not every business runs Google Ads correctly.
The key to developing a strong PPC management strategy is understanding every step in the process. AdWords management is about more than just writing a couple of ads and watching the customers roll in. You have to clearly define your goals, conduct keyword research, test campaigns, and more.
Below, you’ll find a guide to developing a winning strategy for Google AdWords management. This guide will help you develop a strategy that you can continually enhance over time as you get more comfortable with Google Ads. Read on to learn more about how an expert PPC agency recommends approaching Google Ads.
Define Your Objectives for AdWords
When you first start using AdWords, you might think that your only objective is to get sales or leads on your website. Companies use Google Ads for a variety of goals including brand awareness, website traffic, capturing competitor traffic, and more.
Before you can develop an effective Google Ads strategy, you’ll have to clearly define your objectives for every campaign. You might have one campaign that is intended to drive brand awareness and another campaign that’s designed to drive leads and sales.
The goal-setting process should include specific metrics that you want to hit. If your goal is to drive leads and sales, you should measure your campaign based on form fills or conversions.
If your goal is to drive website traffic, you should look at the website traffic numbers in Google Analytics. Lastly, if you want to drive brand awareness, you might want to track clicks and impressions.
Start Doing Keyword Research
As any PPC company will tell you, keywords are the foundation of a successful Google Ads campaign. You have to know which keywords your target customers are searching for before you can begin to create ads that will attract traffic from those keywords.
The good news is, you probably know your customers better than anybody. You can start by writing down every possible keyword or keyphrase your customers might use to find the products or services you sell.
Once you’ve compiled a good list, start checking the keywords in a keyword research tool such as Ahrefs. If you don’t know how to read a keyword report, you may want to consider hiring a PPC management company to help you with keyword research.
Prioritize Good Ad Copy
Creating a Google AdWords strategy involves crunching numbers and developing strategies, but it also requires some wrong writing. You’ll have to develop a framework for how you talk about your business in the ad copy.
Think about your company’s differentiating factors, any special offers you may have, and what kind of messaging voice you want to use in your ads. Some marketers have strong writing abilities and may be able to write ads themselves. If that doesn’t sound like you, you may want to hire a copywriter or use a PPC company to develop compelling ad copy. The PPC company will have the experience and know-how to provide you with ad copy that delivers results.
Set Up Campaigns and Ad Groups
If you offer multiple products or services, you can set up an AdWords campaign for each of those products or services. You can also split your ad campaigns based on different target audience characteristics. Some businesses create campaigns for different audiences based on demographic information like location.
You should also drill down into your strategy and create various ad groups for each campaign. Your goal is to create ads that resonate with your audience.
Google gives each ad a relevance score, and the more that your audience engages with your ads, the higher the relevance score will be. A higher relevance score will help you pay less for ad placement on Google’s search results page.
Test and Optimize Every Campaign
Savvy marketers love using Google Ads because of the accurate data that the platform provides. You can test one approach, look at the results, and then test a different approach to try to improve the metrics. You may also want to run multiple variations at the same time to see which approach works best in real time.
Once you’ve tested your ads and tracked the metrics that matter, you can begin to optimize the ads. Optimizing the ads means making tweaks to different components of the ad to produce better results.
Google Ads may seem like simple text ads, but they have lots of different components. You can tweak the body copy on the ad, the URL that appears on the ad, and the headline that appears above the ad.
You may also want to consider making changes to the landing page that the ad drives visitors to. The landing page should align with the message that is in the ad itself. That way, customers will feel like they are getting a website that delivers on the promises of the ad.
Best Advice for Google AdWords Management
It’s not easy to develop a strong Google AdWords management strategy, but this guide should help you get started. Many business owners choose to outsource their Google Ads management strategy to an expert team at a PPC company. Learn more about how PPC agencies can help your business by contacting the experts at Pay Per Click Authority.