Google Ads Management Tips

When we start to work with a client on Google Ads management we first think about how to be helpful. Google Ads management is not just a series of rules one needs to know to successfully make money with a big ROI. Of course, there are general rules you need to follow in order not to make stupid things. But the sense is that this activity is like art because it’s impossible to calculate and foresee everything. You need to feel what would happen after every movement with ads, budgets, bids, targeting, etc. We have a big experience of working with Google Ads and still are learning. Many big and small clients passed their projects to us, there were clients spending thousands of dollars daily with dozens of campaigns and hundreds of keywords. Also, we worked with tiny budgets. After all that there were some interesting tips we’d like to share. 

Tip 1. Budgets

According to what we’ve been seeing during our long career here comes the conclusion that Google likes big budgets. It’s simple. Google needs profit and is forced to keep big clients’ content. Google Ads is an auction. The more advertisers pay per click the bigger Google’s profit is. Big clients can pay more not only because they are richer but because they have more statistics on ROI and can exactly calculate the price of one click which would still be beneficial for them. Small clients don’t know many things and are afraid to lose money and not get sales, their bids are small. When a big number of small advertisers make their little bids the auction price per click drops, it’s not interesting for Google. 

Also, if the best website visitors are driven to a mass of small advertisers big clients would be disappointed having lost clients and sales. Therefore if you have a small budget you’d hardly be able to count on excellent ROI. In this case, our recommendation would be to invest all your money in a couple of the most important keywords, then you’d probably win the competition with the giants in case they don’t pay attention to those keywords or their budgets spread over a hundred campaigns didn’t come to a specific keyword just because the share of that keyword was too small or was forgotten for some reason.

Pic.1 Results of a client of ours.

Tip 2. Bidding Strategy

Google staff members are always advising to use the “maximize conversions” strategy. This strategy is really good and can bring excellent results.

It works because when used Google implements all the possibilities of their artificial intellect that analyses a big number of data aiming to give the user as many conversions as possible. But there are some disadvantages to this strategy. The first one is that newbies are not able to set the conversions properly therefore all the Google efforts go off target. The other one is that in the case of the “maximize conversions” strategy one risks spending much more money than was planned. It happens because Google has to give many conversions but the price of each conversion is not the main issue. For savvy users, we’d recommend implementing another strategy that takes the price of conversion into account. Although Google recommends automatic strategies using AI we often switch to manual ads management. This type of strategy helps to keep under control the prices of clicks for every keyword. Also, you can always change them manually every moment. Thus one can save a significant amount of money.

Tip 3. Ads Groups

It’s recommended not to create too many ad groups. According to Google Ads staff, Google AI analyses the performance of all the groups and according to the results divides them into primary and secondary ones. If the number of the groups is too big Google can simply stop showing the secondary groups leaving them without any traffic even in cases if you have important ads there.

Tip 4. Keywords

Here comes a recommendation similar to that you have seen in Ads Groups tips. Don’t use too many keywords because Google would never show all of them. Be careful to choose the keywords which exactly correspond to the sense of your ads and targeted landing page.

You know that exist several modifications of keywords: broad match, phrase match, and exact match. It’s very important to choose the right type.

Broad match keywords can bring the biggest number of traffic but they can be absolutely irrelevant. We mainly use phrase match keywords because they attract targeted users and at the same time don’t pearl off some important traffic. The exact match keywords can be used only in case you are absolutely sure that only this keyword can bring you the desired traffic and any modification of the basic keyword is not accepted.

Tip 5. Ads

We recommend using responsive ads. They have a big number of titles and Google shows a title that is most relevant to the search of a current user.  Thus almost any user with any search would see the relevant ad.

Tip 6. Geotargeting

We often face a common error of not setting the correct geotargeting. Some of them wish to sell as much as possible and set the “whole world” option. This would cause a great waste of money because a lot of traffic would come from spammers from Asia and Africa trying to sell you something. Target only the regions where you are really able to sell. Keep in mind that if you choose too many regions some of them may have a higher price per click and you would probably pay more for the same traffic.

Our agency Milloret started working in digital marketing in 2009 and has fulfilled more than 1000 projects. If you don’t have enough time or skills to manage your Google Ads we invite you to use our services just for 165€ monthly.

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