Learning how to set up Google Ads is important, but learning how to manage and maintain their performance is a whole different ball game.
This comprehensive guide walks you through the steps you need to take after setting up your Google Ads campaign. Whether you have a high or low-performing Google ad, it will help you out in regularly optimizing your campaign to achieve better results.
What Is Google Ad Campaign Management?
Setting up your Google Ads campaign is crucial, but the work doesn’t stop there. Successful ad campaigns require ongoing evaluation of ad performance, keyword analysis, design and copy adjustments, and continuous testing against key metrics. The ultimate goal is to build campaigns that can yield returns for months and years when done right.
Google Ads campaign management involves actively monitoring and refining your ads to ensure they are relevant, effective, and achieving the desired results.
Step 1: Check Current Google Ads Campaign Performance
Before making any changes, assess your ad’s current performance to identify what’s working and what isn’t. Five key metrics play a vital role in this evaluation:
- Clicks: The number of times users click on your ad.
- Cost: The total amount spent on the ads.
- Conversions: The number of desired actions taken by users, such as purchases or sign-ups.
- ROAS: The return on ad spend you are driving from the ads.
- Click-through rate (CTR): The percentage of ad clicks in relation to the number of impressions.
Understanding these metrics will provide insights into the strengths and weaknesses of your campaign.
Step 2: Reevaluate Your Ad Targeting
Effective targeting is essential for any digital marketing campaign, including Google Ads. Understand your audience’s buyer intent and create detailed buyer personas. Consider factors like location, age, gender, interests, and behavior to ensure your ads reach the right audience. Also consider the different types of ways users might search for your products and services.
Google Ads provides various targeting options, such as demographics, affinity, in-market, custom intent, and remarketing, allowing you to tailor your audience based on specific criteria, in addition to the keywords they are searching.
Step 3: Test Ad Copy and Design
Analyze your ad copy and design to identify areas for improvement. Test different elements, such as the offer, headlines, descriptions, and URLs. Fill out all headline and description lines available on each ad so the algorithm has multiple sets of ad copy to show to different people.
Dynamic ads can help optimize ad content by pulling relevant information directly from your site, ensuring higher relevance and engagement, and showing the right messaging to the right person dynamically.
Step 4: Dig Into Negative Keywords
Utilize negative keywords to prevent your ad from displaying for irrelevant searches. This can help you avoid wasting your ad budget on non-converting clicks. Add negative keywords that are not aligned with your target audience or the products/services you offer. For example, this could be eliminating the use of the word free, since many people search for free versions of products.
Step 5: Optimize Your Landing Pages
Optimizing your landing pages is crucial for conversion success. Evaluate your offer, headline, page structure, and calls to action (CTAs). A/B testing can help you identify which elements drive better results.
Leverage landing page builders and optimization tools like Unbounce and Convert.com to fine-tune your pages for optimal performance.
Step 6: Consider Switching to Automated Bidding
Google Ads offers automated and manual bidding options. Automated bidding allows Google to optimize your bids based on specific goals, such as increasing site visits, visibility, or conversions. Manual bidding provides more control but requires careful management.
Choose the bidding strategy that aligns best with your campaign objectives and level of expertise.
Step 7: Avoid Common Google Ads Campaign Mistakes
Avoid common mistakes that can hinder your ad’s success:
- Make sure conversion tracking is setup correctly.
- Choose the right keyword to reach your desired audience effectively. Don’t go so broad that it’s now irrelevant to your business, and don’t go so specific that nobody is searching for it.
- Don’t change bid strategies often as it kicks the algorithm back into learning and increases fluctuations.
- Craft compelling ad copy to entice users to click and convert.
- Establish clear budgets to avoid overspending on ads.
Setting up your ad is just the beginning of a successful Google Ads campaign. Proper campaign management involves ongoing evaluation, testing, and refinement to optimize performance. If you need assistance in getting your Google Ads campaign off the ground, book a call with The Ads Tutor and get free tips and help, live on the call!