The Google Ads Management Agency That Does Even More
PPC (pay-per-click) advertising may not bring in organic web traffic over the long term in the way that SEO does, but that doesn’t mean it can’t be effective. In fact, PPC advertising has become hugely popular among businesses that are looking for quick wins and more targeted control over the spending of marketing dollars.
While Google Ads is certainly user-friendly, planning, running, and analyzing just one Google Ads campaign requires a lot of time and effort. It’s why many businesses turn to a Google Ads management partner to help with the necessary, on-going, changes and updates to ensure dollars are not wasted and efforts are optimized. A Google AdS management partner will ensure that you get the most out of your advertising dollars without sacrificing time and effort in-house.
Google Ads As Part Of Your Inbound Marketing Strategy
Some advertisers out there mistakenly believe PPC is a waste of money. They see PPC advertising as an extension of traditional advertising and they’d prefer to focus solely on a more “inbound” approach. The truth is, PPC advertising is proven to be effective in multiple ways.
SEO campaigns tend to be really involved usually because of the long-term strategy that can often require time and patience to glean the positive results. Targeting keywords incorrectly will ultimately hurt your SEO efforts, but Google Ads can actually test out keywords ahead of time to see how they perform, allowing you to identify keywords that should or should not be incorporated into your SEO strategy.
One advantage that PPC advertising has over most other inbound marketing strategies is the potential for an immediate ROI. First, you’re not actually paying to run the ad as the ad runs for free, and what you’re paying for, is the clicks that your ads receive. This means you only pay for the opportunities to generate results, and potentially providing you with an immediate ROI.
Secondly, you can target potential customers based on search intent, meaning that if you’re looking to promote a product, the clicks you receive will likely come from leads who are near the end of the sales funnel. Little work is needed to close them, which is why PPC ads have always been a great way to increase sales.
It’s easy to measure the results of your Google Ads. Metrics such as impressions, click-through rate, conversion rate, bounce rate, sales, cost per conversion, and more can be used to determine how successful the advertising was. A/B testing can compare the different metrics of similar ads to identify how effective different components of your ads are, such as the content, title, call-to-action, and offer.
Monitoring how a PPC ad did on Google Ads is simple since you can just look at the metrics and compare the ad’s performance to other similar ads you ran (especially if you do A/B testing). This helps you to continually improve your Google Ads campaigns, optimize your spend and improve your ROI.
Our Continuous Improvement Cycle For Google Ads
Our team crafts a custom Google Ads account and campaigns tailored to the specific needs and goals of your business. We don’t just stop once the ads run as we continuously track the performance of your ads and make improvements to ensure that they are as effective as possible. Here are just a few of the elements we target when creating targeted Google Ads campaigns:
Based on your business’s service offerings, industry and buyer personas, we will do extensive keyword research to identify a collection of unique and competitive keywords relevant to your ad content. This includes researching your competition’s use of keywords and determining how much competition there will be when placing bids on your keywords.
Campaign settings include everything from where your ad will be run, the schedule at which it will run, and the devices on which it will appear (such as desktop or mobile–or both). We will determine what campaign settings will best suit your company’s needs.
Your AdGroup holds the information for each ad campaign that you create, such as all of your keywords, all of your text ads, and all of your landing pages for that single campaign. The organization of your AdGroup is important because Google will use it to determine what keywords display your ads, what your ad will say, and what page the person clicking on your ad will be sent to.
Optimizing your ads is all about getting the absolute most out of each campaign that you run. This includes making sure you have a strong account structure, focusing on keywords that are high-performance, building a negative keyword list (which can help to reduce your costs and improve your results), regularly tweaking ad copy to improve its performance, and stopping ads that are performing poorly.
Bidding can be very complicated if you don’t have experience with AdWords. There are five ways to bid on your ad–by maximizing clicks, maximizing conversions, targeting ROAS (return on ad spend), targeting CPA (cost per acquisition), or targeting page location. We can also apply a minimum and maximum bid so that the system has the authority to adjust bids to get to your target. You’ll have a choice between standard delivery and accelerated delivery, which determines how your ad is run if your budget runs out.
If you’re a local business that’s only trying to drum up business within your location’s area, you’ll want to optimize the ad for your geographical location. There’s no point in attracting potential customers from across the country if you only offer local services.
Not only do you want to reach your target audience when they are more likely to be online, but you’ll also want to make sure that they can reach you if you’re listing a number to call in your ads. If you don’t have anyone on the phones past 7:00 PM and your ad runs after that hour, any leads who may attempt to call you won’t be able to reach you. We will determine what the best days and times are for your ads to run based on your business needs and your target audience.
Once we’ve set up your ad campaign using all of the previous steps, we will closely monitor how your ads perform, all while optimizing the ads as needed to improve their performance. We will then collect the data at the end of your campaign and analyze it. This will inform us of what worked and what didn’t, allowing us to set up a new AdWords campaign that will be even more successful.
Google Ads Can Complement SEO Efforts
Working with a partner that is familiar not just with Google Ads but also with SEO will benefit your overall marketing strategy. PPC ads can work as an effective complement to your SEO campaign. For example, in addition to using your PPC ads to test out different keywords for use in your SEO campaign, you can also use your PPC ads to promote more than just products and services. PPC ads can advertise content, such as downloadable eBooks or new blog posts, or social media contests. We can discover exactly how your Google Ads campaign can benefit your existing or future SEO efforts.
Not All Google Ads Agencies Are Built The Same
Not all Google Ads agencies are the same or offer the same services. Some simply have a blueprint they stick to, while others will customize Google Ads campaigns to their clients’ business and needs. Here are a few ways in which we differ from the traditional Google Ads agencies:
Some Google Ads agencies focus solely on making sure your ads get clicks. While getting clicks is certainly important, we go deeper into the data available by focusing on the actual leads and revenue your ads are generating.
We believe in inbound marketing as a holistic strategy, which means your Google Ads strategy should complement your larger marketing efforts. A lot of Google Ads agencies will treat your campaigns as a separate entity or as the focus of all your marketing efforts. If your Google Ads campaigns are part of a larger strategy, it will benefit your marketing efforts on a much greater scale.