Google Ads gives businesses unparalleled targeted capabilities. You can show your ad to people based on age, location, gender, and other factors.
Google Ads management allows you to navigate through these ads’ capabilities. However, managing a Google Ads campaign looks intimidating at first glance.
You need to sift through numerous data points. Not all of the data will assist with your goals. Only a few data points matter for your Google Ads campaigns.
Business owners feel conflicted. They know a Google Ad campaign can help their business. However, it’s easy to get overwhelmed by the Google Ads dashboard.
If you want to learn how to manage Google Ads, continue reading. We will share some strategies to help with your Google Ads management.
1. Create Campaigns That Align with Your Goals
Before creating a Google Ads campaign, identify your goals. What results do you want the ad to produce?
Every business owner aims for more revenue. However, a vague goal will negatively impact your Google Ads management. Receiving $1 technically counts as making more revenue.
Set revenue targets and identify which offers you will sell with Google Ads. Clear objectives help with keyword targeting. Instead of using broad keywords, consider what prospects will enter into Google.
If you want to convert informed buyers, don’t create ads to build awareness. Create ads that speak to your core audience.
You can create multiple Google Ads campaigns to reach different audience types. Set clear objectives with each one.
Monitor your Google Ads campaign to ensure it’s resonating with your audience. Some ads perform poorly due to a disconnect between the audience and the objective.
2. Narrow Your Audience Focus
A standard Google Ads mistake revolves around broad targeting. Advertisers set broad targeting to reach a wider audience. However, more is not always better with Google Ads.
Reaching too many people decreases targeting. Your ad will get many impressions, but the audience will not convert.
Narrow your audience focus on location, demographics, keywords, and other features. Focusing on a smaller audience helps you refine targeting.
After creating the ad, continue to review it each week. Review your most profitable keywords and audience segments.
When calculating ROI, consider each ad’s revenue and costs. If an ad brings in $1,000 but costs $1,100 to run, the ad is unprofitable. It’s better to create a Google Ads campaign that produces $500 at the cost of $400.
3. Manage Bids
When you first set keyword bids for Google Ads, you make educated guesses. As you run your ads longer, you gain better insights.
Managing your bids helps you spend money optimally. If a keyword converts poorly, remove it from your Google Ads campaign.
Some keywords convert, but not at a sufficient rate. You can lower your bid for these keywords to reduce costs.
A lower bid will decrease ad impressions. For some keywords, lowering the bid enables profitability.
If a keyword converts well, raising the bid will increase impressions. Google prioritizes advertisers who pay the most per click.
While a higher bid will lower your ROI, it will attract more business. Some ads present sufficient margins to justify higher bids.
4. Use A/B Split Testing for Google Ads Management
A small change can impact your Google Ad’s performance. Changing the button text, ad copy, or anything else can change the results.
Making changes to a live ad can ruin your current data. Google Ads management services will create an A/B split test to address this concern.
You can run different copies of the same Google Ads campaign, but with some changes. You can create similar ads with one difference.
Creating A/B split tests with a single difference is vital. You can tell how each variable affects the clickthrough rate and other metrics. You can test any of the following variables:
- Ad copy
- Bids for keywords
- Opt-in pages
- Device placement
You can expand your ad experimentation to include additional variables. Just make sure you don’t make too many changes to the same ad.
5. Optimize Your Landing Pages
Google Ads Management encompasses the entire funnel. You can miss the complete picture if you only look at advertising data.
Your landing page impacts your ad’s performance. An ad with a high clickthrough rate may look good. However, if the landing page converts poorly, you miss out on the opportunity.
Just as you would optimize an ad for a higher clickthrough rate, optimize your landing pages.
Look at your website traffic numbers to determine your landing page’s conversion rate. Conduct A/B split testing to see how each variable affects conversions.
You should run the identical ad copy for different landing pages. This practice prevents other factors from influencing each ad’s performance.
6. Lead Follow-Up
A high clickthrough rate and high conversion rate will put you in a strong position. The last step is lead follow-up. After someone converts, how do you turn them into a customer?
Create an email sequence to indoctrinate new leads. If your Google Ad’s objective is to secure phone calls, make sure someone picks up the phone. For scheduled appointments, provide availability throughout the day.
Even when a prospect purchases your offer, you can still improve performance. You can add an order bump or upsell to increase each customer’s purchase amount. Optimize your strategy to increase your average revenue per subscriber.
Google Ads Management Done for You
Google Ads Management requires digging through data to discover valuable insights. You will run many ads before running a game-changing ad for your business.
It takes time to master Google Ads campaigns. Some business owners would instead delegate the responsibility to someone else.
Our Google Ads management services can help your business grow through Google Ads. We set them up and crunch all of the numbers for you.
Our experience will thrust your business years ahead of the learning curve. Contact us today to see how we can assist with your Google Ads management.