AdWords campaign management can be incredibly time-consuming. When you've got other things on your mind and on your to-do list, it can be hard to find the time to even log in to AdWords, much less spend time optimizing your campaigns. It's no wonder so many small business owners and marketers only make changes to their AdWords accounts once per month!
Managed Google Adwords:
Google is the most used search engine, receiving 3.5 billion search queries a day. Not to mention, the Google Ads platform has been around for nearly two decades, giving it some seniority in the area of paid advertising. Google is a resource used by people around the world to ask questions that are answered with a combination of paid advertisements and organic results.
And, according to Google, advertisers make $8 for every $1 they spend on Google Ads. So, there are a few reasons why you’d want to consider advertising on Google.
Google AdWords is the go-to place for all things pay-per-click (PPC). Through paid advertising, you are able to create ads that direct users to your website when they click.
The good news is, AdWords management doesn't have to be a full-time job! With the right processes in place, and smart search engine marketing tools on your side, AdWords campaign management can be much easier; it can even be kind of fun. Let’s have a look at how WordStream can help you manage your AdWords accounts and campaigns more efficiently and effectively.
Planning and setting up your Google Ads campaign is only half the battle. The other half is optimizing your campaign once it’s live. Even the best, most perfectly set up campaign will ultimately fail if it’s not managed properly.
Launching a new AdWords search campaign is an exhilarating process. Excitement, anxiety, fear, and hope are emotions that come to mind when I’m about to click the Enable button on a new campaign.
If you’re just starting your journey, then fear may be dominating your thoughts, so in this article my goal is to put you at ease. The steps I’m about to go through will ensure you’re depositing more money into your own bank account, rather than just funding Google’s empire.
If you’ve tried unsuccessfully to advertise on Google, don’t give up. There are many reasons why your Google Ads could be underperforming. Let’s cover some common offenders.
Broad Keyword Terms. You really need to nail it when it comes to your keywords, which is why testing and tweaking should be a part of your strategy. If your keywords are too broad, Google will be placing your ad in front of the wrong audience which means fewer clicks and a higher ad spend. Review what’s working (i.e. which keywords are generating clicks) and adjust them to best match your ads with your target audience. You likely won’t get the mix right the first time but you should keep adding, removing, and tweaking keywords until you do.
How to fix it: Review the keyword strategies that we cover below.
Irrelevant Ads. If your ad doesn’t match the searcher’s intent, you won’t get enough clicks to justify your ad spend. Your headline and ad copy need to match the keywords you’re bidding on, and the solution your ad is marketing needs to solve whatever pain point that searcher is experiencing. It’s a combination that will yield the results you’re looking for, and it may just be a few tweaks away. You have the option to create multiple ads per campaign — use this feature to split test which ads work best. Or, better yet, use Google’s Responsive Search Ads feature.
How to fix it: Read our best practices for ad copy.
Low Quality Score. Your Quality Score (QS) is how Google determines how your ad should rank. The higher your rank, the better your placements. If your quality score is low, you’ll have fewer eyeballs on your ad and fewer chances to convert. Google will tell you your Quality Score, but improving it is up to you.
How to fix it: Keep reading to learn how to improve your QS.
Poor Landing Page. Your efforts shouldn’t stop with your ad — the user experience after a click is equally important. What does your user see once they click your ad? Is your landing page optimized for conversions, meaning does it use the same keywords? Does the page solve your user’s pain point or answer their question? Your user should experience a seamless transition through to the conversion.