Our Google Ads Management Process
At CleverClicks we specialise in all things Google Ads related and have more than ten years of Pay Per Click experience!But before we can help you, help us understand your current Google Ads setup.
Like anything worthwhile, setting up a high performance search engine marketing (SEM) campaign with Google Ads requires some important steps:
The Initial set-up
1) Understanding your business
The more we understand your business, the higher our chances of success.
Once you approve our proposal, we will send you a detailed assessment to complete, in which you’ll cover why your business is so damn good, information about current advertising, your current online and offline marketing strategy, and details about the customers you’re looking to reel in.
We clarify any points with you, and only then start planning the structure of your account. To leverage your existing data, we will also ask for access to your Google Analytics account and any existing PPC (pay per click) campaigns you are currently running.
2) Setting up your new Ads account
This, my friend, is the busy period. It’s during this time that we summon our superior, ninja-esque PPC skills to optimise your account. This includes doing keyword research, creating ad groups, developing sitelinks and writing some slick ad copy that truly captures that essence of your business. We then send it to you for comment.
It’s simple: you review, we amend, you approve.
3) Going Live
Once we have received written confirmation that you’re happy with the account setup, we upload your credit card details to Google and the account goes live. This is when the magic happens – in no time you’ll begin to see targeted traffic coming your way…
Typically, we allow for two weeks from the sign-off of the proposal to the date that your PPC ad campaign goes live.
Many newcomers to PPC management are under the impression that once you’ve set up your Ads account, the work is done. Unfortunately, this will get you nowhere.
Not only is Google always updating their Google Ads console with the latest advancements – your competitors are constantly changing their PPC strategies too. Every day, more and more businesses are discovering the benefits of paid search, so we need to be constantly adjusting your campaign for optimum performance.
To keep your profits rolling in, we will be doing the following activities throughout the month:
a) Bid price management
Every keyword has a different cost per click (CPC) and conversion rate, and therefore, varying return on investment (ROI). Each time someone performs a search on Google, there is a competitor bidding for that keyword, with different data points for each auction. Take into consideration an account that may have thousands of keywords, and you can start to appreciate the complexity. That’s why most companies prefer to leave it up to a Google Ads expert.
To say ahead of the game, we will be changing your bid prices for each keyword, often on a daily basis, to get the best results. Fortunately, we are self-proclaimed data junkies and we get off on this stuff.
b) Split testing of ad copy
Your ad copy is critical to your success. Relaying the perfect digital message to the right prospect at the right time and location is our ultimate goal. While we have lots of experience in writing ads, and pride ourselves in knowing what works and what doesn’t, we believe that testing ad copy against other ad copy on a constant basis is the key to high ROI.
Google Ads sure knows how to keep us on our toes and we accept the challenge. This means we are constantly writing new ad copy (the “challenger”) to compete with the current copy (the “existing champion”).
c) Improving account structure
As we accumulate more data, we continue to implement structural changes to your account to improve results. This may include adding new ad groups, new keywords, new campaigns, or disabling parts of your account that prove unprofitable.
Your PPC account structure will change and adapt over time so we can ensure you are executing the most effective ppc campaign.
d) Mining your data and negative keywords
Like the all-rounders we are, we will mine your actual customer search query data and Google Analytics data for further insights into what your prospects are looking for. This will mean adding “negative keywords” to your account to prevent your ads showing for less relevant traffic.
We are true believers in transparency and we want you to see what we’re up to. We will link your Google Ads account to your Google Analytics account, which means that you will have access to all PPC data 24/7. At a minimum, we will send detailed reports with your rankings, results and our commentary at month end. However, we are very flexible, and can send you data as frequently as you like.
While we generally prefer email enquiries to keep an audit trail of your questions and requests, know we are also just a phone call away should you ever have an important query.
Our Google Ads Campaign Features
Detailed Account Structure
Many of our clients are a little shocked by the number of ad groups and campaigns we create in the set-up process. Fear not, we are experts in Google Ads campaign management.
While magnitude itself is not important, the more accurately we match the prospect’s intent behind their search term (e.g. the location they’re enquiring about, the device they’re searching from) to the ad copy, the better your ROI. And this generally means many, many ad groups and campaigns.
Smartphones and tablet usage in Australia is bananas. There are now more mobile phones than people in Australia, and over half of these devices are smartphones. Here are some stats that will blow your mind:
- 50% of Australian households owned a tablet by the end of 2012. And the growth continues.
- 61% of users have made a search on their phone.
- And, after making local searches via their devices, nearly half of Australian smartphone users followed up and called a business.
- 26% of Australian smartphone users have made a purchase on their devices.
Enough stats? Does this excite you? We admit it makes us a little giddy.
Because the cost per click, conversion rate and ROI are different on mobile devices, it truly does pay to have a mobile strategy for your business.
Retargeting (aka “Online Stalking")
First things first: what is “Retargeting”?
When a user visits your website (this can be from any source, not just Google Ads) we “tag” them by placing a cookie on their computer.
This means that when the user visits other websites (say, smh.com.au), we show them your ads to remind them of your business – it’s like a direct pipeline into their brain. It can sound quite sinister really, but we swear by it. Provided it’s executed in the right way!
What are the benefits of “Retargeting”?
Up to 98% of visitors do not convert on the first visit. We refuse to admit defeat! This is why we use retargeting as an effective strategy to remind those 98% that your business rocks while they continue surfing the net.
They say you never have a second chance at a first impression – until you use retargeting. Ok, that doesn’t quite make sense, but you know what we mean. If you don’t use retargeting, that visitor is most likely gone forever. And your click cost is wasted.
We will have total control over what sort of targeted ad copy we’d like to show them. And chances are, your competitors are not using this strategy. We know that a smart retargeting campaign is an essential key to Google Ads success.
Sitelinks (aka “Pimping Your Ads”)
You may have already seen some of the different ad extensions in Google. These are a fantastic way to provide your prospects with additional info while helping your ad stand out from the crowd, increasing click-through rates (CTR) and lowering costs.
1.) Sitelinks – adding strong hyperlinks to your ad that direct users to the most important pages on your website; e.g. services, shipping, client testimonials
2.) Location extensions – adding address details to your ad that link through to Google Maps
3.) Call extensions – adding a phone number to the ad. On smart phones the searcher can press the link and initiate a direct call without even visiting your website.
Many businesses will receive phone calls resulting from direct traffic to their website. For many businesses, however, being able to trace that call back to a specific marketing campaign, like Pay Per Click (PPC) advertising, can be challenging. Not being able to track this exchange means you are not recording measurements correctly and in turn, will find it hard to optimise your marketing budgets.
We can help. Without too much fuss, we can assist you in setting up call tracking with the help of one of our telco partners. There may be a setup fee with the telco you choose, and there will be similar call costs that you’d probably be paying already on 1300 or 1800 numbers.
We are so passionate about the benefits of accurate measurement, we insist on call tracking with our clients if you’re getting a reasonable level of leads via phone. And it’s worth mentioning, we do not make one cent in fees or kickbacks from this service.
Give us a shout to set your Google Ads plan into action. You can reach us on 1300 859 700 or if you’re the silent type, make an online enquiry. We would love to hear from you.
Psst…we also offer awesome training workshops. Learn more about our Google Ads training services here. We offer Google Ads workshops in Sydney, Melbourne, Brisbane, Adelaide, Perth and Canberra or via our online webinar.