AdWords Management: An Essential Guide
Businesses need to ensure they get all the visibility they can if they’re going to be successful, and a good Google ads campaign is often at the centre of that. Unfortunately, as helpful as it can be, it’s not the easiest platform in the world to manage, which can lead to decisions that are more harmful to your business goals than they are helpful.
On the bright side, there are companies out there that can help you with your Google ad campaign management needs, taking you to the heights you envisioned.
Efficient Google AdWords management helps you to reap the benefits of your investment as you would hope, and more importantly, it helps you to regulate what could otherwise be an unnecessarily high-cost centre.
A quick point to note. Google Ads and Google AdWords are the same thing. The former is the new name of the service. You’ll be seeing both throughout reading the information below. So, just remember that if you “AdWords management in Brisbane,” it’s the same as “Google Ads in Brisbane.”
What Is AdWords Management?
Put simply, this speaks to all the tasks that go into the oversight of Google Ads campaigns. This will include creation, updating, and optimization. This isn’t a one-off kind of deal. If there’s a campaign for a product that requires AdWords management in Perth, for example, a consistent effort will be needed to get the greatest value out of it.
Bear in mind that multiple campaigns may be running simultaneously. So, there may also be another location targeted need for AdWords management in Sydney alongside the campaign targeting Perth.
An AdWords management company is there to ensure all the required puzzle pieces are in place to get the kind of value you’re looking for.
So, what kind of activities go into this? Here are a couple:
- Refreshing or making changes to the campaign’s target keywords based on keyword research efforts
- Making changes to your campaign structure to ensure that it’s affiliated with the right ad groups
- Ensuring that bids and budgets of the campaign are as optimized as possible
- Doing what’s necessary to ensure that web page landing pages, ad content, and sitelink extensions have the required quality to drive the actions you want to see from visitors
- Doing general performance assessments on your campaign to make whatever other changes may be deemed necessary
- Ensuring that the settings are conducive to your ad targeting efforts.
This is why you will often find that an AdWords management agency does a lot of A/B testing and will keep abreast of any changes in data. The idea is to see how these modifications impact your campaigns and to make optimal decisions in the future.
What Are the Keys to a Successful Google Ads Campaign?
As you consider buying into the expert assistance of AdWords management services, you need to stay focused on a performance-based approach. After all, there could be thousands of dollars spent on this stuff, so it does stand to reason that you’d want to get it right off the bat.
Even if you do knock it out of the park at the onset, current Google Ad performance is not indicative of what things will look like over time.
While you cannot tell how successful a Google Ads campaign management effort will be, several things tend to be done to help assure the chances of a favourable outcome.
Evaluation and Re-evaluation of the Ad Targeting Side of Things
A reputable AdWords management service understands that catering to your target audience is one of your top priorities. Therefore, targeting options such as demographics, interests, and keywords, will need to be monitored and adjusted based on the current demand.
As important as it is, if the Google AdWords management company you’ve chosen is efficient at what it does, this will not take as much time as you would think, which means other processes can get more focus.
That’s because there will be a vested interest in understanding all the nuances of your audience. Often, those being targeted are not too far removed kind of people who are already supporting your business, which allows you to give a host of useful information on their profile.
Of course, while this may help to improve your ad rank at one or some points, some changes may not have the desired effect. In these cases, it’s as simple as evaluating which audiences aren’t performing well and having them removed.
Going Over Current Google Ad Performance
Many businesses that look for professional AdWords management in Australia eventually do so because of the strain of trying it on their own or the lack of success associated with doing so. This usually means that your Google Ads campaign manager will want to review what you’ve done, and where it has gotten you.
Your campaign dashboard will provide the data needed, which can then be used to improve your Google Analytics or campaigns.
To this end, it’s essential to focus on key performance indicators, which include:
- The number of impressions and clicks
- The established budget
- The amount that has been spent to date
- How often your ads are showing up
- What the conversion rate looks like.
- The average cost per click
- Your relevance score
Bear in mind that this isn’t an exhaustive list of considerations. Some of the rest are very involved and granular, which is where you see the value of experts in the AdWords campaign management arena.
As always, once armed with the data, the next move is to determine where the improvements need to be made, make them, and track what effect the changes had.
Addressing Negative Keywords
Even in the realm of professional advertising efforts, this is a problem that isn’t factored in by those providing services in AdWords. Google management in this regard is essential. Even if negative keywords have no relevance to your business’s offerings, they need to be a part of the negative list.
This is even more so if there are highly competitive tightly themed campaigns. The last thing you’d want is automatic or accidental irrelevant keyword additions to derail your efforts. The probability of that happening is higher than you may realize, so ignoring this as a factor is not an option.
For example, you may own a property management firm in Melbourne. If so, you’re looking for people to become potential residents of the properties that you own. This means that “resident” will likely be a keyword or form a part of one or more other keywords that you wish to target.
Obviously, you wouldn’t want to target “Resident Evil,” which is a popular video game franchise. Nevertheless, on the Google Display Network, your ads could be showing up for “Resident Evil.” In this case, you’d have a service provider of AdWords management in Melbourne that would take the initiative to ensure that “Resident Evil” is added to your negative keyword list.
Bear in mind that this is simplified. Depending on your niche, you could have a ton of negative keywords that need to be identified and handled. Another part of the management process will involve using your search terms report to see what may be negative triggers for your search ads and making the necessary adjustments.
A quick point to note. Not every keyword that is a derivative of the ones you target is negative. Some of them can really turn around to your advantage. That’s why it’s important to have a professional taking care of the management side of things.
Deciding on the Right Billing Strategy
Google ads bidding strategies are another part of the puzzle. It’s often very attractive to businesses to just set what bid amounts they see fit based on each campaign. This will appeal to the bottom line from an expense perspective, and, in a sense, will mean better cost management.
There’s a lot of research involved in fine-tuning this kind of approach, and your Google Ads manager can provide some guidance from developed expertise.
However, you may find that automated billing (the pay-per-click route) is a much better option. Going this way means setting the maximum amount you wish to pay for clicks or impressions in AdWords. PPC management still requires balancing the expenses with the results, but it cuts out the need to manually move things around.
Once it’s set up, Google Ads changes the bids as it aims to ensure that you can see as great a return on your ad spends as possible. It’s a results-driven algorithm, which means it can use goals such as conversions to make bid changes that are geared towards driving the intended result.
Your campaign manager will also provide the function of moderating. Remember, too much of one good thing may not necessarily be good. A higher bid will mean that an ad is that much more likely to pop up on a given search engine results page, which means you could see the cost-per-click figure going up.
It’s essential to avoid the threshold at which the spend and the return aren’t aligned.
Landing Page Optimization
This is often one of the forgotten elements without a proper manager in place for your Google Ad campaign. Remember that the idea is for the campaign to drive traffic to the page. If the said page, isn’t relevant to the ad that brought the person there, what do you think the outcome is going to be?
Bear in mind too that there is a Google Ads Quality Score metric that heavily considers the relevance of the landing pages that people are being directed to. Why? Well, Google pays keen attention to how users behave once they’ve clicked on the ad being served up.
Imagine owning a business that sells car parts but also washes cars. If you put up a car part ad and users click to find themselves on the car wash page, the relevance of the page will be off and Google will base its evaluation on that.
You may not think this step to be as important as some of the others, but you’d be surprised how much you’d be leaving on the table by ignoring it.
The improvement side of things requires the use of the Google Ads tool to note the targeted keywords in your paid ads. Armed with that information, there will need to be a review of the landing pages to see what keywords are present there.
Thankfully, your campaign management service provider can help you through this phase to identify the mismatches so that they can be effectively rectified.
Of course, your page performance and design are essential too. People have been known to click away from sites because the font isn’t readable, the colour choices are weird, or the site is just taking too long to load.
The work doesn’t end just because you got someone to click on the ad and see what you’re about. You need to maximize your site retention too.
Much of this is perfected with testing. You don’t want a low score, especially since it feeds into the number of clicks you can buy.
A/B Testing Design and Copy
You’ve heard testing being thrown around a couple of times so far and that’s for good reason. It’s one of the fundamentals in optimization efforts. Sure, it would be nice to set your Google AdWords campaigns and forget them, but that’s not how this works.
Testing your design and ad copy is something that will be relatively frequently revisited, considering the information that drives it can change and will change from time to time.
The Google Ads platform is sufficient for the testing process as it includes testing tools for your ads.
A common practice is to use A/B split testing. This will see two different variations of the same ad used, with switching being done at intervals between both. The process will usually continue until it’s clear that one is outperforming the other.
Sometimes, the testing won’t involve the entire ad being changed. Some elements of an ad may be the area of focus, so the same kind of test would be done, but the only change would be the element of focus.
Your ad copy is a good example. It’s what people are going to be reading so there needs to be a level of engagement and information provided that will motivate users to click. There may be a situation where the copy overall is great, but the headlines that are meant to grab people fall flat.
The testing process here could mean trying different headlines to see what works and is most appealing. Of course, the same thing can be done for other elements too such as ad descriptions, headlines, extensions, CTAs, and more.
On the design side of things, you can experiment too in areas such as images, colours, sizing, etc. Your campaign management provider will do a lot of this kind of work to optimize your conversion results.
You may find that the frequency of testing you would like and what is recommended by your campaign manager are different. Why? Well, testing things is nice but overdoing it could turn people away.
Think about it from the user’s perspective for a moment. Would you want to be unnecessarily and consistently spammed by a bunch of ads over a short time? You’d probably lose your mind.
The results will show you the same thing since your CTR will take a hit, as will your quality score. One of the best approaches is to run new ads about twice per month, making use of previous testing to provide some level of guidance.
The Common Google Ad Mistakes
If there is one thing that outsourcing campaign management is well known for, it’s likely the avoidance of the common mistakes that people who try to do it on their own make. Consider the following list:
- Not being exact with the match type specification
- Overdoing it with negative keywords
- Using expanded text ads that can lower your click-through rate and quality score
- Sensitive budgeting
- Mobile ad misalignment
- Overdoing ad extensions
- Not paying attention to your quality score
- Minimized optimization time
What Is Award-Winning Google AdWords Management?
If you’re gonna select a company to take care of your Google Ads campaign efforts, you want to know you can at least trust it. Award winners are typically good options because they demonstrate verifiable success in one or more areas.
For example, there may be a “Best Online Business” award given to a company providing great service to its AdWords clients.
It’s a testament to the experience and expertise associated with the name. Remember that Google Ads is pretty intricate, and more so than the average person realizes. When you have a company being given one honour or the next for their proficiency, it just shows the extent to which there was a dedication to learning the lay of the land and delivering value to clients.
With such companies, you’ll find that there’s a keen attention to detail, great recommendations, and an overall effort to understand your objectives and business needs to meet them effectively.
You need a well-thought-out campaign structure as well as proper tracking and optimization, alongside a pleasant customer experience.
How Much Is Google AdWords Management?
If you ask 100 different Australian businesses this question, you may find that you get 100 different answers. That’s because, as you realize, there isn’t a set maximum cost that all businesses use.
One business could spend $4,500 a month on AdWords, while you may find that another spends a whopping $15,000.
Remember that you have a bunch of considerations at play here. There’s the cost of the ads themselves, which will largely depend on how many campaigns you have, who you want to reach, your budget, etc.
Apart from that some businesses may try to set up and manage their Google Ads campaigns on their own, while others are more inclined to outsource the service to maximize their results.
Regardless of what your spend is, you need to ensure that you’re seeing the kind of return that you expect. If not, what’s the point?
Digital marketing is great and presents a ton of opportunities, but the way it’s used to your benefit is key.
What Is a Certified Google Ads Management Company in Australia?
One of the things you may be wondering about is what measuring stick you can use to evaluate the extent to which an outsource campaign management company is proficient enough to deliver the value you want to see with your use of Google Ads.
That’s where Google Ads certifications come into the mix. From basic to advanced elements of the service, different certifications indicate different levels of expertise. Currently, Google has 11 certifications available, which are:
- Grow Offline Sales
- Shopping Ads
- Google Ads Apps
- Google Ads Creative
- Google Ads Display
- Google Ads Search
- Google Ads Video
- Google Ads Display Professional
- Google Ads Search Professional
- Google Ads Measurement
- Google Ads Video Professional
Bear in mind that apart from a demonstration of expertise via the issued certificates, eligible companies with certified people may even enrol in the Google Partners Program as a Premier Partner or Google Partner.
You don’t need to worry about the knowledge becoming obsolete considering that certificate holders are required to retake and pass certification assessments annually.
Wrapping Up: Get Ready to Take Advantage of Outsourcing with a Google Ads Account
This ultimate guide to Google Ads provided a thorough overview of the service as well as the considerations that go into managing it from ad group optimization, to ad copy evaluation, to budgeting, and more.
Sure, it can seem like a lot to take in, but there’s no need to do it on your own. The reality is that the process of learning how to get it right and then implementing the said process is incredibly difficult.
That’s why you can lean on the expertise of a reputable company for outsourced Google Ads campaign management. By keeping abreast of requirements, and following the principles above alongside others, they deliver value by helping you optimize your ad investment return.
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