In many circumstances, we tend to reach out to professionals to help with the tasks we are unequipped to do. Whether it’s building a house or creating a website, some tasks in life can only be performed with excellence if done by someone trained and skilled. The same applies to managing Google Ads accounts.
Many businesses think that Google makes it quite easy to build and manage a campaign, and maybe you also think so. Just create a campaign, write some nice, catchy slogans, and follow the recommendations that pop up. You are good, right? Well, we can only wish it was that easy. Google is a very complex system that requires constant observation and study and is never stagnant.
This article lets you in on the insights of how to make the most of your investment into Google Ads management, coming from professionals who do it daily. So, let’s dive in.
What Should Every Business Know About Google Ads
Before we even get to the details of Google Ads Management, there are a few rules and recommendations that are important for every owner of a Google Ads account to remember. Knowing these points will help you understand Google Ads better, as well as understand the work of the manager.
Know Your Competition
If you think your main competitor is Amazon, eBay, Nike, etc., you must do more thorough research. Even your Google Ads manager won’t be able to help you outperform those giants with a daily budget of $100. If competing with these brands is still something you wish to achieve, then $100 per day has to be moved to at least $10000 per day and more.
Outcome: be realistic and don’t try to reach for the stars, as you will most likely be disappointed.
Say No to Accepting Everything Google Says
You might receive “scary” emails from Google – don’t worry, we also do. And no, they aren’t as scary as they phrase them. Usually, it’s just a new update that doesn’t even relate to your specific account. Yes, they are often lazy and just send it to every single ad account.
Protect Your Account
There is nothing worse than having someone you don’t trust be able to edit your account and campaigns. You need to ensure only users you know have access to your account to prevent unwanted or accidental changes and ruining the performance. Fixing this is as easy as simply removing access for “ex” managers, employees, etc.
Your Website Matters
You can gain clicks and impressions with Google Ads, but the website is what converts the client. This is also why web services and SEO (Search Engine Optimization) go hand in hand with Google Ads Management: we can only guarantee results if we control the entire sales funnel.
Keep in mind that with ads, you send targeted traffic to the site, but ads are not responsible for making people convert. Your site and user experience, the type of products and services you offer, and pricing are all accountable for that.
So, while focusing on ads, remember to improve your website along the way.
What to Expect From Google Ads Management
So, now you booked Google Ads management services and wonder where it goes from there. Is your manager supposed to give you daily updates, call weekly, and ask if you agree with every little thing they change in your account? Not really, but let’s discuss it one by one.
You should not expect your manager to make all the changes to your campaign within the first days. It takes at least two weeks from the start of the order to set up onboarding and launch the first campaign. During this time, account managers require a lot of communication with the client to gain the necessary access and information to get started. Without access and information, the process hits unwanted roadblocks.
To finish this process as soon as possible, make sure to respond to all the questions in time.
Remember, campaign performance can’t be measured fairly after only a few days of launching or optimizing it. It’s not a quick process as many may think. Generally, you need at least three weeks to have a more or less correct picture of how your new campaign is doing.
Besides, the results should be reviewed on a 30, 60, and 90-day basis to have a clear overview and account for the attribution window. For example, our first comprehensive overview is only after four weeks of a campaign running non-stop.
Trusting the Professionals
Want to click something in your account? Received a weird optimization recommendation from Google that sounds too good to be true? Well, it probably is. Never click or change anything in your account without double-checking with your current Google Ads manager. If you do – it might jeopardize all the work that experts have done and prevent you from receiving a transparent and honest performance report.
We, your Google Ads managers, can’t report on something we didn’t do or something that we did but the account owner changed it. So, trust the years of experience and dedication to do what’s best for your campaign. We desire to see your campaign grow.
The Goal of Google Ads Management
The primary purpose of Google Ads management is to achieve an account structure that requires the least intervention. Once we achieve this, your campaigns will be stable, following the best practices and going hand-in-hand with the latest Google features.
This is surely not the end of the process because, as we mentioned in the beginning, Google is developing and releasing new updates and features almost weekly. Working with Google Ads is never a one-and-done process. It’s rather a constant refining of what has been done and using new features and approaches that change with Google’s updates.
Common Misconceptions About Google Ads Management
Now that you know what to expect from Google Ads management, we need to clear some myths we often find many businesses believing.
It’s a Quick Process
Just like any job that requires precision, Google Ads management takes time and patience to see results and apply proper changes. Multiple points determine the length of the process that businesses often don’t expect.
Here are a few of them:
- After enabling the campaign, it goes into a learning phase for at least two weeks, during which we don’t touch the campaign at all.
- After the learning phase is complete, your manager will start making initial optimizations based on keywords, ads, and audience data.
- Your manager will run various ongoing tests, which need time to collect data before they make any changes or optimizations.
- Changes are made over time based on the incoming data. There’s no need to change keywords and campaign structure daily because it can do more harm than good. Google needs time to adjust to the changes you make in your campaign.
My Ads Cannot Resemble My Website Copy
Some businesses get concerned if their ads are the same as their website copy. This is not something to worry about. It’s actually a necessary thing because that’s what Google is looking for – relevance.
That’s why when we create the first ad copy, it’s very related to your website copy to gain Google’s trust. This proves that you are advertising exactly what you offer and not trying to mislead people. Then, once we establish the trust – we can create more “fun” and creative ads for variety to give the system more assets to work with.
The More Keywords, the Better
Some of our clients ask why their ad groups have only a few keywords while they used to have 200. Seeing hundreds of keywords is an immediate concern for any Google Ads manager. It is an undeniable mistake, but let’s look at two main reasons you want to avoid it.
First, each keyword targeted in an ad group has to be mentioned in the ad copy and the website one way or another. Well, it’s very unlikely you can mention 200 keywords in one ad. Thus, your ad strength will be lower, preventing you from being competitive in search results.
Second, over the years of experience, I don’t remember ever creating an ad group with more than 30 keywords. The issue is that most businesses don’t have hundreds of relevant keywords. When researching keywords, professionals try to stay relevant to the ad group and eliminate keywords that are way too broad in meaning. If you do it properly, you will be left with relevant, popular keywords that will not cause many irrelevant clicks.
Remember, quality is always more important than quantity.
The Focus Should be on CPC and Impressions
It’s useless worrying about such metrics as impressions and CPC. Impressions purely depend on your daily budget and how often Google can show your ad for searches. CPC purely depends on Google and how it prices products in your industry and among your competitors.
If Google Ads managers start controlling your CPC (aka, using an archaic manual bidding strategy), your ad will end up on the second page of Google, or worse, while your competitors will be taking all the glory in the first three top results.
What we do care about is conversions, cost per lead, and return on ad spend. Those are the metrics we focus on and consider the most when analyzing the performance of the campaign.
Are You Interested in Google Ads Management?
If this article had you considering Google Ads management, we would gladly offer you our services. Zima Media is a professional marketing agency that handles all your marketing needs and more. We pride ourselves in our professional approach and dedication to offering the best to our clients. Take a look at our services and step into the world of professional marketing or contact us today to discuss what your business needs the most!