Managing Google Ads Campaigns Like A Pro
Estimated reading time: 6 minutes
Pay-per-click (PPC) advertising is one of the best ways to reach your target audience, and with Google Ads, you have a platform that can get your ad seen among some of the 3.5 billion Google searches that happen every day.
With this massive reach available to you, your potential customers will be there, so the more targeted your paid campaigns are, the more click-throughs you’re likely to produce, which can mean more sales.
So, how can you navigate Google Ads to get the best performance out of them? This article will cover the six steps you need on how to manage your Google Ads campaigns for maximum ROI.
What Is Google Ads Campaign Management?
Once your Googe Ads campaign is up and running, the easy bit is over. The real work starts with effective Google search ads campaign management, which involves continually optimising your PPC ads to ensure they’re working and you’re getting the most value out of them. But, what does that involve?
If you’ve not run Google Ads PPC campaigns before, you can spend a lot of time evaluating the performance data for each ad. This process is known as ad campaign management, and the key areas can focus on a range of factors, including:
- Re-evaluating your campaign structure to ensure you have the right ad groups
- Switching/revising your campaign’s target keywords
- Refining your campaign’s ongoing budget and bids
- Perfecting your audience targeting settings
- Changing/improving the design of your ads and the copy used
All this is followed by rigorous metric testing and tracking changes to see how the ads perform. It can be a lot of work, taking you many months to get right, but the results can make it more than worthwhile.
The Benefits Of A Well-Managed Google Ads Campaign
The main reason for using PPC ads is to drive your business growth. So, whether you want to increase sales, push brand awareness, promote specific products or services, or collect data, a Google Ads campaign should be a priority starting point for your business’s online marketing strategy.
Here are a few more reasons why a well-managed campaign will benefit you:
Ad Costs vs ROI
While you control your budget, you also set how much you spend on your bidding options. While a successful campaign will depend on competition, rival bids, and quality scores, you can get results and a good ROI with high or low budgets.
Effective Ad Control
Google Ads lets you control how you want to manage your campaign, allowing you to optimise your ads for maximum ROI. You call the shots on your ad structure, targets, keywords, goals and even its appearance.
While excellent SEO on your website will help your business, it’s a long-term strategy. Google Ads offers much faster results. After a quick and easy setup, you can start tracking, analysing, optimising – and converting – within days.
Getting your ad in front of as many eyes as possible is vital to your campaign’s success – and remarketing customers is crucial. When someone clicks your ad to visit your website, cookie placement means they can be remarketed and see your ad multiple times to increase the chances of conversion.
Customised conversion tracking helps you understand the campaign’s performance from start to finish. But, it’s not just positive conversions you can track, like page views, signups and downloads. Negative conversions, such as contact form failures, landing on 404 error pages, or sales drop-offs, can give you a broader picture.
6 Steps To Manage Your Google Ads Campaign For A Great ROI
With the power of Google to help you, there’s no reason why you can’t achieve your desired goals in any PPC campaign. But, you must ensure your tactics are right before you get going and be prepared for plenty of tweaking.
Using your Google Ads Manager Account, the following six steps will help you manage your campaigns effectively for maximum ROI.
Step 1: Your Google Ads Account Structure
Structuring your Google Ads account ensures your campaigns are organised and easily managed. This process involves grouping your campaigns by ad groups, keywords, and landing pages, so your ads appear when and where you want them to.
Step 2: Aligning Your Ads With Your Landing Page
To help the customer on their journey, align your ads with the most relevant, fully-optimised landing page. Ensure each ad reflects the right keywords for your ad group and your landing page has a compelling call-to-action (CTA).
Step 3: Optimising Your Bids
After setting your initial bids for your campaign, they’ll need constant optimising and adjusting based on your monitored data, including keywords, times, and average cost per click (CPC) to increase your ROI and maximise performance.
Step 4: Refining Your Audience & Keywords Targeting
Refining and adjusting your audience and keyword targeting can help you reach the right people. The more relevant your keywords are, the more likely you are to convert. The correct usage of negative keywords within your account can filter out irrelevant terms and help adjust your targeting options.
Step 5: A/B Testing Your Ads
Simple A/B testing of your ads can help you understand what’s working and what’s not to see what your intended audience responds to best. Creating multiple versions of your ad and testing them against each other and the data provided by Google can be invaluable.
Step 6: Understanding Your Competitor’s PPC Strategy
Many businesses will try to attract the same audience as you, so competition is tough. The best way to stay ahead of the pack is through thorough competitor analysis to understand their PPC tactics. That means researching and analysing their keywords, copy, and landing pages and using those insights to improve your Google Ads campaign.
How We Can Help You & Your Google Ad Campaigns
While a PPC Google Ads campaign may not be right for every business, it can have a terrific impact on your ROI and bottom line when executed correctly. But, the truth is, it can be a complex task to master – time-consuming and with plenty of obstacles, anomalies and unknowns to work through along the way.
This challenge is where working with an expert with the right skills and Google Ads experience can help you. Our team of Google Ads marketing experts can build and optimise your account, complete comprehensive competitor and keyword analysis, and provide professional Google Ad management for your business. This will ultimately help to deliver the impact, conversions and results you need at every step, to outperform your competition.
Google Ads Management From Improve Position
A successful Google Ads campaign will always need full management to get the most out of it for maximum ROI. Hopefully, this article will have given you the insight you need to help manage yours like a pro. But, as a results-driven, full-service SEO agency, Improve Position can help you go further.
For more information and to understand our Google Ad management process, contact us today to get started with your free 30-minute consultation, where we can chat about what you need and help your business make the most of every opportunity.