Website owners dig Google Ads. It’s versatile, prolific, and affordable. Also, the ad can get you on top of the SERPs without SEO.
However, it can also be a logical nightmare for rookies! There are too many parameters to figure out, as the interface has a steep learning curve.
In addition, there’s this fear about losing your money somewhere down the rabbit hole of Google!
So, to be on the safe side, hire a reliable Google Ads service. Professionals know it best! Here’s how a good agency can assist you.
Explaining the basics of Google Ads PPC
First things first! What exactly is PPC? Put simply, Pay-per-Click is a revenue share protocol for digital ad platforms.
Advertisers using these platforms (such as Google Ads) must consent to pay a certain amount for every click the ad receives. Furthermore, there are three basic sub-types in PPC.
- CPC (Cost per Click)
- CPM (Cost per Mille/thousand impressions)
- CPA (Cost per Acquisition)
In the basic Google Ads system, you will have to set a bid amount for the PPC campaign. This is the amount you agree to pay when your ad starts performing.
However, it’s not in black and white always. As such, you can’t simply set a high bid and expect your ad to be visible. Google Ads utilizes its proprietary algorithm to set ranks in competing ads.
So, a Google Ads service would explain these aspects to get your ad up there.
Explaining how to operate the expert mode in Google Ads
The Google Ads interface can jumble up new advertisers. In other words, it’s a deliberate marketing strategy to get new advertisers to sign up for the default smart campaign mode.
This is because the smart mode is easy to set up. Simply choose a few keyword themes, and tick on some other parameters. Google Ads will do the rest for you!
It seems like a lucrative deal unless you realize that you forfeit almost all control over your ad account. Also, it’s rather opaque. You don’t get to decide how, when, and where your ad will appear.
Besides, you have little control over the ad spend. Therefore, pro marketers suggest you use the ‘Expert mode’ even if you are a newcomer. This lets you control the particulars of your campaign with precision.
Budget Management in Google Ads
There’s no minimum bid amount. You can set your budget as per convenience. However, you must be aware of how Google spends your budget. You cannot set a budget cap in Google Ads. Here are the key pointers.
- Firstly, Google may not adhere to your daily budget limit.
- Secondly, they may show the ads when the traffic’s high, causing overspending.
- Also, the amount spent can be less than your daily budget.
- They can cross your budget up to 30.4 times over. They base this figure on the average number of days in a month.
- However, you receive Google Ads credits if they cross this limit.
- But, the budget is not on a rolling 30-day basis.
- They calculate it based on a calendar month on a pro-rata basis.
An efficient campaign manager can help you manage your budget and keep it within check.
Understanding ad campaigns in Google Ads
Advertisers need to focus on four key parameters.
First, you will have to set a campaign goal.
Next, depending on this goal, you pick up a campaign type.
Thirdly, you will have access to certain ad types based on your goals and preferred campaigns.
Also, advertisers must interpret how ad groups work. Groups consist of one or more ads using a shared keyword set.
It’s easy to confuse between campaign types and ad types. To make it easy, you can think of campaign types as the broader versions of ad types.
Besides, Google has options for the smart mode in the campaign level, which is not an ad type.
Check out the differences between the ‘smart mode’ and the ‘expert mode.’ Advertisers in the ‘expert mode’ cannot revert to the ‘smart’ system. However, you can switch over any time to the ‘expert mode’ from the ‘smart’ protocol.
A professional Google Ads service assists newcomers to operate in the ‘expert mode’ right from the start.
Explaining the quality score system in Google Ads
So, you want to get your ad to show up on Google search. Welcome to the ranking system called quality score. The score defines a specific number from 1 to 10 (lowest to highest).
However, although the rank seems a clearly defined index, the system of calculating it is somewhat vague. Google employs three key factors to calculate the score.
- Expected CTR (Click Through Rate)
- Ad relevance at par with the keywords
- How is the landing page experience
Noneof these criteria is definitive! So, you need to rely on the experience of a Google ads service to figure out how to get a good quality score.
Finalizing the Keyword Strategy
Most importantly, the Google Ads service will help you finalize the keyword strategy. The keyword strategy is the foundation for ad success, especially search campaigns. Firstly, you need to select the relevant keywords.
You can use in-house tools such as the Google keyword planner for this purpose. In addition, fantastic external tools are also available, and some of them don’t cost a dime!
Here’s a tip: use location-keywords wherever you can (for example, ‘locksmith New York’).
Secondly, you must set the keyword match type. This setting instructs Google on using the keywords to respond to relevant search queries.
- Broad/loose match responds to searches broadly related to the keyword.
- Phrase/moderate match responds to searches close to the meaning of the keyword.
- Exact/tight match responds to searches with the same meaning as the keyword.
Thirdly, you must set a list of negative keywords. These are those queries that would not elicit a response to your ad.
Ongoing campaign management in Google Ads
A Google Ads service offers crucial help in ongoing campaign management. Ad managers must constantly work in fine-tuning the ad. This includes improving the ad creative, adding or removing keywords, modulating the budget, and so on.
It is an ongoing feedback-oriented task. You run an ad campaign, assess the data that generated, and tune up the ad copy accordingly.
The flexibility of Google Ads allows you to set particulars such as the timing of the ad, target demographic, and devices where it would be visible.
A Google Ads service mainly depends on feedback from data channels such as Google Analytics for this purpose. The Analytics interface can be elaborate and confusing for newcomers. You would appreciate the help in figuring it out.
You won’t regret using a Google Ads service for campaigns. Scale the heady learning curve easily with expert consultants helping you out. It pays to be careful navigating Google Ads.
Otherwise, it can quickly gobble up your budget with little or no actionable results. The right consultant will ensure you are avoiding costly mistakes.
As always, for any help with your Google ads account management contact me any time and I would be happy to help you : )