In this article, we’ll share insights into our role as Google Search Ads managers. Our expertise in crafting targeted advertising campaigns can greatly enhance your business’s online presence and yield more effective results. Whether you’re new to online advertising or seeking to optimise your existing campaigns, our skills as Google Ads managers can be an invaluable asset to you.
Google Search Ads are the advertisements that appear on Google’s search results pages. When users search for specific keywords, these ads can display at the top or bottom of the search results, offering prominent visibility. They’re a potent tool for businesses like yours to reach potential customers who are actively searching for related products or services.
The benefit of Google Search Ads lies in their ability to target potential customers based on their search intent. This targeting means we can help your business reach individuals already interested in what you offer, leading to higher chances of sales. Plus, these ads are flexible and measurable, allowing us to adjust strategies based on real-time data.
As Google Ads managers, we take on several responsibilities to maximise the impact and efficiency of your Google Search Ads. Here’s what we handle:
Initial Setup: We establish and structure Google Ads accounts, setting up campaigns and ad groups tailored to your business needs. We make sure that we’re targeting the right type of searches at the right time of day in the right areas to get the most bang for your buck.
Ongoing Management: We regularly monitor and adjust campaign settings to align with your business goals and market trends. Search Ads are definitely not a “set and forget” form of advertising! Without ongoing management, you could be spending money on clicks that are unrelated to your services or not getting any clicks because you are being out-bid by your competitors. We’ve also seen competitors using our clients’ brand names to promote their own business. Without ongoing management, you won’t know whether or not your ads are working.
Targeting the Right Keywords: We conduct thorough research to identify the most relevant and profitable keywords for your business. Not all keywords related to your product or service will be profitable to target with search ads. Some keywords may have multiple meanings, unrelated to what you offer and could waste your advertising budget. Keywords also come in different flavours! Should you use broad match, phrase match or exact match keywords? We take care of this for you.
Keyword Optimisation: We continuously refine keyword choices to improve your campaign’s performance. Often, we find that potential customers are searching for something the business owner isn’t aware of. They may be using terms that are not what people in the industry use, or they may be using phrases that are very relevant and popular but only tangentially related to the business. We find new opportunities to promote your business.
Optimising for Performance: We adjust ad copy based on performance data to enhance engagement and conversion rates. Running two ads for the same keywords allows us to analyse the performance of one ad over another, enabling us to present the best performing adverts and continue to improve results over time.
Allocating Resources: We set and manage budgets to ensure optimal allocation of funds across campaigns. Sometimes a particular advert can gobble up the majority of the budget and needs to be isolated from other services in a separate campaign. Other times, we may find that a keyword is not profitable and needs to be paused. We aim for the best return on investment by balancing cost with campaign performance.
Audience Identification: We define target demographics, geographic locations, and other criteria to reach your intended audience. Business owners who manage their own Google Ads often get this wrong and end up delivering their ads to the wrong people, wasting money.
Retargeting Strategies: With some restrictions, we may be able to implement remarketing to re-engage users who have previously interacted with your business. Being able to remind people of your offerings or present them with a special offer can be a very effective way to gain new business.
Bid Management: We manage bid amounts for keywords and ad placements to stay competitive while controlling costs. Depending on the strategy in place, we can set bids for individual keywords, set bids for conversions or bid for as many clicks as possible. Different bid strategies work for different businesses.
Following Guidelines: We ensure all ads comply with Google’s advertising policies and standards. Google will sometimes block ads from showing if there is a policy violation. Sometimes this is fair but it is often a mistake on Google’s part. We will ensure that the block is lifted by complying with policy or fighting your case to remove an unfair block.
Our role as Google Ads managers is dynamic, involving a balance of creative, analytical, and strategic skills to effectively manage and optimise your Google Search Ads campaigns.
A critical aspect of our role is to continuously monitor the performance of your ad campaigns.
Tracking Key Metrics: We keep an eye on vital statistics like Click-Through Rate (CTR), Conversion Rate, and Cost Per Click (CPC). Over time, we seek to improve these by gaining you the best value enquiries at the best possible price by utilising Google’s analytics tools to gather data and insights on campaign performance.
Understanding User Behaviour: We interpret data to understand how users interact with the ads. Is the ad matching with user search intent and does the landing page provide what they are expecting and encourage them to take the desired action, resulting in a conversion?
Identifying Trends: We spot patterns and trends in the data that can inform future campaign strategies. The campaign we set up is not the campaign that we continue with. Over time, we look for trends in the search terms to build new ad groups, change target demographics and improve outcomes.
Through diligent tracking and insightful analysis, we ensure that your campaigns are not just running, but are also aligned with your business’s objectives and are delivering the desired results.
We regularly refine campaigns to improve their effectiveness and efficiency.
Adapting to Market Changes: We adjust strategies in response to market trends and consumer behaviour. This may be seasonal changes, popular trends or unexpected events.
Implementing Ad Testing: We compare different versions of ads to determine which performs better, using the results to make data-driven decisions. Do your ads work as well on a smartphone as it does on a desktop or tablet? Are the results for ads in Auckland as good as the results in Northland? Is a particular age group as likely to convert to a sale as another age group?
Creating Comprehensive Reports: We compile and present reports with clear performance metrics. In your report, you can see how many times your ad is shown, how many clicks you received, click costs, conversion data, and details on the search terms customers made to find you. Your report is updated in real time and we also send you a monthly report.
Effective Stakeholder Communication: We keep you informed about campaign performance and developments, discussing ways to improve your campaign and tactics to get the best results from your digital marketing by updating your website.
Keeping Pace with Google Ads Evolution: We stay informed about the latest features, tools, and best practices in Google Ads. Google is ever evolving and the tools we worked with 5 years ago have changed significantly over time. We spend the time learning about advances and changes to Google Ads, so you don’t have to. We quickly adapt strategies to leverage new functionalities and maintain campaign effectiveness.
Why not just use Google reps?: You have probably already received “phone calls from Google” trying to promote Google Ads for your business. So why not just use their services?
As Google Ads managers, our role is multifaceted and indispensable for effective digital marketing. From the intricate setup and ongoing management of campaigns to the nuanced analysis and optimisation of ad performance, we are the linchpin in maximising the effectiveness of Google Search Ads. Our expertise not only lies in navigating the complex Google Ads platform but also in understanding market trends, consumer behaviour, and the ever-evolving digital marketing landscape.
Businesses, whether small or large, stand to gain significantly from our specialised skills and insights. By entrusting your Google Ads campaigns to us, you unlock the potential for higher engagement, better conversion rates, and ultimately, a stronger online presence. In a world where online visibility is paramount, we are not just valuable assets; we are essential partners in your journey towards digital advertising success. Contact us today!
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