Google AdWords (now called Google Ads) management is more difficult than it may look on the surface. From the outside, it will appear as if you only have to add a few keywords, write text block ads, sit back and wait to collect your paycheck.
While this would be amazing if it were true, this could not be far from the truth. Google Ads is an investment into your business but since you pay for each click you can start spending a lot of money if you are not careful.
Google Ads Management is very complicated and it is likely to run away from you if you do not know exactly what you are doing.
Below mentioned are pro tips for google ads management.
Don’t Mix Search and Display Campaigns Together
A quick example of how this type of spending can get out of hand is if you don’t know the difference between different keyword types. You must understand the difference between phrase, broad, broad match, and exact modifier keywords before you start your campaign.
If you do not properly understand the difference between Display Network, Search Network, cost per click, CPA goals, and conversion rates, then your use for PPC marketing will be more like playing the slot machine and not tapping into the potential of Google’s powerful advertising network.
You should only set up campaigns that use a single campaign type. Many Google AdWords managers set up their campaigns using several campaign types at once, but this approach can limit your success.
Instead, you should create every campaign based on a single campaign type. Not only does this approach help Google understand your content, but it also helps you separate attribution when looking at reports. This is one of the first steps that you will take when setting up a Google Ads account, and you want to make sure you follow this basic step from the beginning!
Organize Keywords Into Individual Ad Groups
Sending people who click on an ad to a relevant landing page that covers the same topic as the keyword in your ad groups will result in a higher Quality Score.
This means that you will be charged less for each click and your ads will show more often. This is because Google wants to show relevant ads to their audience, and increasing your Quality Score may sound more like a no-brainer.
Create Unique Ads For Each Ad Group
There are times that your ads account will struggle, and sometimes the right solutions are not something that you can handle internally. As a business owner, you might have someone great at managing bids and keywords, but low conversion rates are a huge torpedo to advertisement results. Some in-house PPC teams have specific knowledge but lack a more holistic view of PPC marketing.
Outsourcing PPC to an ad agency can help you address problems and find solutions more effectively.
Include Keywords In Your Ads & Landing Pages
One of the things you can do to turbocharge your Google Ads campaigns is to ensure that there is good continuity between the ad copies, keywords, and landing pages.
A quick example, if a person searches for your running shoe brand and the brand appears in the search results, you would not want a landing page that mentions other shoes.
Use Geo-Targeting Options
Only a few individuals understand the benefits of adjusting their bids according to such counties, cities, and states.
Focusing your ad spend on a specific demographic and population in a geographic region will result in higher conversions and lower marketing costs. To benefit from the available geo-targeting options, you have to check all the available options according to your location by clicking the “Settings” and then choosing the “Locations”.