If you’ve ever set up your own Google Ads campaign, then you likely know how confusing and intimidating the paid ad platform can be.
Currently, there are over 4 million advertisers who use Google Ads to reach their target audience.
This creates an extremely competitive online environment for inexperienced marketers or small businesses who try to set up their Google Ads campaigns themselves.
In order to stand out among the competition and get real results, you may consider outsourcing this work to a Google Ads management service company.
In this article, we’ll explain what a Google Ads management company does, and explain the benefits of hiring a company over doing the work yourself.
What is Google Ads campaign management?
Google Ads management services are performed by expert-level PPC account managers and agencies to help small businesses set up and run their Google Ads accounts.
Google Ads are a relatively cost-effective way for businesses to reach their target audience anywhere in the world, with specific geolocation and other targeting options.
However, if you’ve ever set up a Google Ads account, you’ll know how overwhelming and confusing Google’s Ads manager interface can be.
Simple mistakes in targeting, bidding on keywords, or using negative keywords can negatively impact a campaign’s performance, and worse yet, waste a lot of money while not reaching the right target audience.
For these reasons, many companies outsource their PPC campaigns to a Google AdWords management company to make sure their campaigns perform consistently well month-over-month.
How do I run a successful Google Ads campaign?
Before you start your Google Ads campaign, you need to have a very clear objective or goal in mind.
For many business owners, this is generating more traffic to their website, selling more units, building an online following, or generating leads for their sales team.
Once you’ve determined your goals, you’ll need to determine who your target audiences are. Usually, this is done by analyzing where most of your business comes in and targeting people who are similar to your existing customers.
One of the next steps is to understand where your company stands in regards to the competitive environment and landscape—this is where competitive analysis starts.
Competitive analysis involves listing out your key competitors, going through their websites, and performing keyword research. Find out which keywords they’re organically ranking for and which keywords they’re currently bidding on for Google Ads campaigns.
After you have performed the competitive analysis and have found keywords to focus on, the Google ad creation process can begin.
Usually, we’ll start out by building out different ad groups each targeting a different desired keyword.
Each ad will direct a visitor to a specific landing page that has been optimized for conversions — getting your visitor to buy a product or fill out a form to complete your “goal” set in your initial campaign’s goals and objectives.
From there, there are many additional steps that take place on a daily, weekly, and monthly level to analyze your Google Ads’ performance and to make necessary tweaks and adjustments for a successful Google Ads campaign.
How does a professional Google Ads management agency set up my campaign?
Setting up your Google Ads campaign can be a formidable task, especially for those who are inexperienced with the Google Ads platform.
You can be successful setting up your own Google Ads campaign, however, you’ll likely have a steep learning curve and will probably make a few mistakes along the way.
Outsourcing this work to an experienced Google Ads management company will minimize mistakes and greatly increase your odds of success for your next campaign.
Let’s review a few of the most important steps a Google Ads management company will take when setting up your next successful campaign.
Ongoing, consistent maintenance and optimizations to campaigns
Without ongoing maintenance, Google Ads would be created and then forgotten about, costing your company money every time an ad is clicked, regardless of whether it’s targeting the right person or not.
A Google Adwords account is not a set-it-and-forget-it type of service. They require daily monitoring and optimization to assess which ad groups are working, and which aren’t.
In the beginning, you’ll need to wait a short period of time to gather enough data from your ad groups.
After enough data comes in, PPC managers will be able to spot patterns, weaknesses, and strengths in your Google Ads campaign and make the necessary changes to pause underperforming ads, and boost higher-performing ads.
Additionally, keywords may need to be switched out, or negative keywords will need to be added to further fine-tune the targeting and make sure the ads are reaching the right people.
Building and testing out high quality landing pages for each Google Ad group
A successful Google Ads management service company will not only create your ads, but they will also design and build landing pages for each of your Google Ad groups.
Every Google Ad created needs to take your visitor to a new page on your website, known as a “landing page.”
The quality of these landing pages is as important as the ad itself, because if a landing page is clunky, doesn’t load properly, or doesn’t match your Google Ad, your visitors will bounce immediately.
Therefore, it’s important to spend time building a high-quality landing page that has been optimized for the maximum amount of conversions, whatever your conversion goals may be, such as generating leads, selling products, getting phone calls, or more.
Working with the client to determine the right Google Ads budget
Determining the right advertising budget is one of the hardest steps of creating a Google Ads campaign.
Spend too little and you’re not giving yourself enough reach to show ads to your audience. Spend too much and you’re wasting money that could’ve been allocated somewhere else in your marketing budget.
When you work with a Google Ads management service, they’ll be able to use their expertise and years of experience to intuitively recommend the right budget for your campaign based on your market, your target audience, and your campaign’s goals and objectives.
Of course, budgets can be adjusted over time as the need arises, whether it’s because a campaign is becoming very successful, or because a campaign is starting to slow down.
Again, this goes back to the daily monitoring and ongoing maintenance, because nothing in a Google Ads campaign is static.
Perform expert-level keyword and competitive research
Keyword research and competitive research are one of the more challenging aspects of Google Ads management.
A PPC expert will look to your competitors to see which keywords they’re bidding on and examine the quality of their ads and landing pages to find “gaps” in their strategies.
This is known as “gap analysis” and it’s an important step for finding differentiation between your company and your competitors.
Track conversions and perform ROI analysis
Conversions are the goals set forth in the beginning of your campaign — more phone calls, lead generation, selling products, getting sign-ups, etc.
ROI analysis is another important metric that should be monitored which shows the return on investment — the results you’re getting versus the amount you’re spending.
Both conversions and ROI will be monitored routinely to continually improve your Google Ad campaign’s efficiency and effectiveness.
Create ad variations and test them often
PPC account managers will create several ad variations and test them throughout your campaign’s lifetime — making tweaks to ads to see if they will improve conversions or not.
In this sense, a Google Ads manager is like a scientist, constantly experimenting and trying out new ads to narrow down the greatest performing ads, while pausing underperforming ad groups.
Denver PPC—your partner for Google Ads management services
Denver PPC is a certified Google Partner company and team of PPC professionals.
Our team has been officially recognized by Google by showing consistent success in maximizing success for our clients and their Google Ads campaigns.
Do you have an existing Google Ads account that needs work?
Contact us to receive your free 10-point account review and let us take a look at your account.
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