In this article, I will give you all the useful tips to learn how to manage Best Google Ads Management Services Company campaigns like a professional: what is good to do and what is to be avoided, with also an appendix dedicated to the latest updates of the platform. If you’re ready, let’s get started!
How does Google Ads work?
First, you need to create an account by connecting to this link and following the instructions provided. Once you have created your account, it is good that you know the internal hierarchy.
Campaigns ➡ Ad Groups ➡ Ads
A campaign is made up of ad groups which, in turn, are made up of ads. At the campaign level you can choose the keywords on which you want to position yourself and also the related offers; at the ad group level, on the other hand, in addition to keywords and bids, you can also manage positioning and targeting methods, all topics that I will explain to you later.
There are 4 types of campaigns you can activate:
Search Network Campaigns
Search Network campaigns are characterized by sponsored text ads that appear on the Google search results page (in the so-called SERP) when a user searches. Through the Google ADS platform, you can activate an ad for your campaign when a user enters one or more keywords in the Google search bar. An important factor affecting the results of your campaign is your bid, which is how much you are willing to pay for each click on your ad. These types of campaigns work like auctions and the bid depends on how much your competitor decides to spend and the quality of your ad. For example: if your direct competitor offers € 0.52 per click to appear in first place with the keyword “women’s shoes”, to overtake him you must offer at least 1 cent more.
Display campaigns
Best Google Ads Management Services Company Display campaigns are characterized by banners or text ads that appear on sites that provide spaces dedicated to advertising. Have you ever searched for a product on Amazon and, when you continue your navigation on other sites, the banner depicting the product you had seen, but did not purchase, appears? Well, what you see is a Google Display campaign that was activated thanks to the cookies released on your browser when you visited the Amazon site. This type of campaign is usually not used to drive traffic to the site, but rather to promote your brand by showing ads to those who have already shown an interest. A great way to recover those who had not converted on the previous visit.
Google Shopping campaigns
If you are interested in understanding how to increase the sales of an e-Commerce, Google Shopping can be for you. The ads of Google Shopping campaigns have a peculiarity: they show the image of the product, the name, the price, the characteristics, the description, and, even the reviews, even before the user clicks on it. This is good for CTR and conversion rate, saving you a lot of money. This is because whoever clicks on your ad already knows what he will find, therefore it is assumed that he is already interested and willing to buy.
YouTube campaigns
In case you have videos promoting your company and products, advertising them on YouTube might be a good idea. You can choose from 3 types of ads: TrueView, InStream, and Bumpers. My favorite type is the TrueView for Shopping ads which shows your sponsored video with the text that describes your products superimposed; this text is clickable and links directly to your site.
Google Ads: the complete glossary of metrics
When it comes to Best Google Ads Management Services Company, you will come across technicalities that may scare you. So I thought I’d list the definitions of some key concepts that impact the success of paid campaigns on Google.
AD Rank:
This metric is based on your economic bid and Quality Score and determines your ad’s position on the page.
Quality Score:
This metric measures the relevance of your ad, your selected keywords, and your landing page.
CPC:
acronym for cost per click, it indicates the type of bid of your ad and determines how much you will pay for each click received on your ad. You choose the CPC and to make this choice, you need to consider your budget, the value of the product you sell, the cost/conversion ratio, the percentage of impressions your ad receives, and even how much Google recommends you offer.
Percentage of impressions:
Indicates the number of impressions your ad received divided by the estimated expected impressions.
Value. Conv / cost: this metric calculates the return on advertising investment and is very useful when optimizing Google AdWords campaigns.
Auctions Information:
This report gives you an overview of your performance compared to that of your competitors, so you can understand how to adjust your budget to keep up with them.
CTR stands for Click-through Rate and is calculated by dividing the number of ad impressions by the number of clicks received.
Landing page:
A score that Google assigns to the page on your site linked to the ad to estimate how useful and relevant it is to users.
Average position:
This metric tells you the average position of the ad compared to those of your competitors.
Conversion rate:
The percentage of visitors who converted to the site after clicking on the ad.
Daily budget:
the maximum daily budget of a campaign; it tells Google how much you want to spend in a day. This budget does not necessarily run out during the day it depends on how many clicks the ads receive.
Impressions:
How often the ad appears. An impression is counted every time the ad appears on a search results page or site on the Google Network.
Google Ads costs
Opening a Google Ads account is completely free: it’s up to you to decide how much you want to spend each month, managing the daily budget of your campaigns.
You can also decide to invest one euro a day, even if it may not be enough for you to get good results. But a lot depends on the sector in which you operate, on your product/service, and your competitors.
The management of the monthly budget
When you have decided on a monthly budget, it does not mean that it should remain the same for all the months to come. Your web marketing agency will be able to give you a hand to determine what is the ideal sum to invest and, every 3 months, I recommend that you make a reassessment to understand whether to increase or decrease it. What you need to monitor is the seasonality of your business. Here is an example:
If you have an e-Commerce, the hottest months are those that go from October to February, with Black Friday, Christmas holidays, and sales, so it is precisely in these months that you have to raise your budget because it is in this period that you determines a large part of your annual turnover;
· If, on the other hand, you have an accommodation facility in tourism, then you have to think about the months in which your customers book and raise the bar accordingly.
What do you pay on Google Ads?
We said that opening an account is free and that you only pay when a user clicks or sees your ad, depending on the bidding strategy you have chosen. The CPC ranges from a minimum of € 0.10 to a maximum of € 100. I have already explained to you that the CPC depends a lot on the sector in which you operate and on the competition and that Google gives you tips to make the right choice. The ally you can’t do without is the Keyword Planner that you find within your Google ADS account.
