Google Ads Campaign Setup, Management & Optimization

Google Ads is a pay-per-click advertising solution for businesses of all sizes. Using a bid method, website owners bid on the opportunity for ads to appear above or below Google search result pages. That means that when searchers are looking for what you have to offer, your ad can appear above the organic search results. This is a great option for businesses, either be local or global, because it allows you to grab the attention of the internet searcher at the exact moment they are looking for a business or service like yours.

• Pay only when someone clicks on your ad, full control over your budget and spending
• Attract more customers
• Reach your prospective customers at the right time when they are most willing to contact you or buy from you.
• Precise targeting no matter if you advertise locally or globally.
• Provides a wider audience reach compared to when you do only SEO (but does not increase your organic search rankings)
• Allows for promotions of specific products or deals
• Ads can be shown on relevant sites within the Google Display Network (a network of over 2 million participating sites)
• Give instant visibility on Google search result pages
• Opting out for the keywords you don’t want to be displayed using negative keywords

• Improve Quality Score: Quality Score has a big impact on the cost and effectiveness of your PPC campaigns. Quality Score is how Google rates both the quality and relevance of your keywords and PPC ads. It is then used to determine your cost per click. Your quality score depends on your click through rate, the relevance of your keywords to their ad groups, your landing page quality and relevance, the quality and relevance of your ad text, the past performance of your Ads account and the amount you bid. Of these, click through rate is typically deemed the most important because the higher it is, the more likely users are to find your ad relevant and helpful. The higher your quality score, the lower your cost per conversion will be.
• Improve targeting: This is an essential component of a PPC campaign to ensure it is shown to the right people at the right time.
  • Target by demographic, including location, age, gender (will be used only for the users who are signed in to Google.) We can both target unknown users (those who are not logged in to their Google account) as well as known users to make sure we won’t miss out on a great amount of audience but at the same time adjust our bid for the target users to bid higher for them.
  • Target by device type and adjust the bid to target those devices that bring in the most conversions.
  • Show ads to users who have been searching for businesses like yours
  • Custom intent audiences allow you to choose the words or phrases related to people who are most likely to engage with your site
  • Increase your audience by targeting users with interests related to those on your remarketing lists
  • Remarketing allows you to interact with people who have already visited your site by showing your ads when they visit Google partner sites.
  • Additionally, we can target your content by topic, placement, content keywords, and display expansion.

• Increasing click-through-rate
• Identifying and excluding negative keywords: Negative keywords prevent your ad from being shown when a certain keyword or phrase is searched for. This allows you to focus only on keywords that matter to your potential customers, and allows for better targeting. You can ensure your ads only show up for people who are searching for your product or service. For example, if you are an orthodontist and want to use an ad for braces, you only want people looking for orthodontic braces to see your ad. Depending on how broad you target your keywords you might receive clicks from non-orthodontics braces keywords that are irrelevant to your business. You may use negative keywords such as “knee braces” or “orthopedic braces” to ensure people looking for other types of braces don’t see your ad.
• Discover new keywords: We will use different tools to discover new keywords to ensure you are always using the best keywords to target your audience. Our keyword discovery tools generate keyword ideas, which we can then not only use for your Google ads, but also incorporate into the content of your site, as well. Our keyword discovery allows you to target what potential customers are searching for related to your business - and that may include things you hadn’t thought of before.
• Create converting landing pages: To get the most out of your ads, a landing page that encourages conversions can be crucial. Rather than taking a visitor to your home page where they may get lost before they can convert, a landing page encourages the user to take action right away. A good landing page will have a clear and easy call to action. Also, a well-optimized landing page will help to increase your Google Ad Rank by increasing your quality score. Remember that landing page relevancy has been one of the important determining elemnets of quality score and quality score plays a crucial role in your AdRank as well as your Google ads effectiveness.
• Reduce CPC: Finding ways to lower your cost per click can allow you to become competitive, without draining your budget
  • Lower your bids - this gives a lower maximum CPC, and while it may lower your position slightly, it could allow you to afford more clicks before your budget runs out.
  • Keyword variation is important, but especially for businesses with highly competitive keywords. Incorporating new keywords that have lower competition but still relatively high search volumes can help reduce your CPC.
  • Long tail keywords are also important for competitive keywords. Long tail keywords tend to have higher quality scores, and the better the quality score, the lower the CPC. Because google determines your ad rank by multiplying your Max CPC bid by your quality score, a long tail keyword with a better quality score make actually help you stretch your budget. Since many of the long-tail keywords do not have a lot of searches targeting them individually, using only these might not be the best course of action. The solution would be to use modified broad match keywords that can trigger to show your ad for different variations of long-tail keywords that individually do not have a high search volume.
  • The more relevant your ads, the higher the quality score. We will make sure your ads contain relevant content and keywords to outperform competitors who are solely focused on the ad bidding wars.
• Improve AD rank and average position: Ad rank determines the position of your ad. It is calculated by your bid amount, your ad quality, Ad Rank Thresholds, the context of the search, and what Google terms “the expected impact of extensions and other ad formats.” This means Google will look at other things, such as the relevance, click through rate, and prominence on SERP. That means that while a competitor may outbid you, your ad may actually appear higher if it is more relevant and utilizes the most relevant keywords. Ad rank is recalculated every time the ad is eligible to appear. The best way improve your Ad rank is to continuously work to improve your quality score, along with the relevance of your ads and keywords. Sometimes we might need to divide one ad group into several different ad groups to increase ad, keywords and landing pages relevancy; in other cases we have to optimize the landing pages’ text and meta tags to increase the ad rank.

• Get a free AdWords account audit, if you spend at least $2,500 monthly. A qualified Nexunom professional will help you ensure your Google Ads are maximized to ensure a positive ROI. Are you spending too much without gaining conversions? Get a free audit to learn about these:
• Do you need to increase your AdWords budget?
• Are you maximizing your daily budget?
• Are you targeting all relevant keywords?
• Are you using the right negative keywords?
• Are your ads relevant and engaging?
• Can long tail keywords better help you stretch your budget and compete?
• Are you targeting the right networks and demographics?
• Are you using a proper landing page to encourage conversions?
• Does your quality score need to be improved?
• Is conversion tracking set up properly?
• Are your ad groups poorly structured, making it difficult to navigate and update?
• Are your ad extensions relevant?
• Sign a month to month agreement
• Sit back relax while we take care of the rest for you

AdWords Express is a simplified version of AdWords. Google introduced it because they worried small business owners may have felt Adwords was too complex and time consuming. AdWords Express was then designed specifically for small, local businesses to help them create ads that could target potential customers in a quick turnaround.

AdWords Express only works for businesses who have a Google My Business page. Ads are created and results are displayed on the GMB dashboard. The ads look the same as a normal AdWords ad and appear in the same placed.

However, while Google simplified the process in hopes that it would seem less daunting to small business owners, they may have actually stripped it of its power. By simplifying, it also took away all of the things that allow for optimized ads that will deliver conversions. AdWords Express doesn’t allow you to bid on specific keywords, but rather on categories and you cannot use negative keywords. This can mean your ad may appear in keyword searches that aren’t relevant to you. It also limits your control over where your ads may appear and doesn’t allow for location based keyword options. Because it is intended for smaller, local business, there is a maximum 40 mile radius for targeting customers.

In short, AdWords Express allows for easier set-up, but the full AdWords experience will offer better targeting, more reporting, more tools, and more control.

Using Google Ads requires a serious commitment, and its often one that small businesses can’t manage along with all of the other things needed to keep their business up and running. Also, the complexity that comes with managing your AdWords account can leave you feeling lost and frustrated, not knowing if you are doing everything right. You also lack the years of experience that we have accumulate setting up, optimizing and managing hundreds of AdWords campaigns. The good news is that you don’t need to build a ship to travel across the ocean as long as you can buy a ticket to board the ship. Nexunom is here to help. If you continue to create AdWords campaigns, only to see your budgets expended without any conversions, it’s time to see what the professionals at Nexunom can do for you.

• Save time - Managing an AdWords account requires constant attention to analyze and optimize your ads to ensure a positive ROI. Your business pays for every click, so to ensure your budget isn’t being wasted without conversions, the campaign needs to be set up and run effectively.
• AdWords can be complicated. It’s not as simply as writing a quick ad and adding a credit card to cover payment. It requires experience, research, thought and time to ensure your campaign is successful.
• Selecting the right keywords isn’t as easy as you may think. What are long tail and negative keywords, and how can they be used in your campaign? What if you are in a business with highly competitive keywords? Keyword strategy is crucial to ensuring successful campaigns.
• The wrong copy can ruin your campaign. You need to create an ad that not only targets the right keyword and audience, but that also has compelling copy that encourages searchers to click on them. A poorly written ad may not attract clicks, and no clicks means no conversions.
• Constant tracking, analyzing and optimization is needed for success. A professional company is dedicated to managing campaigns for multiple clients, across multiple fields, to ensure the campaign is constantly optimized.
• The industry changes frequently, and you may not always be up to date on the latest changes. But an online marketing firm like Nexunom will always be knowledgeable in the newest trends and changes that happen.
• It can be difficult for you to recognize problems that may be causing issues with your effectiveness. A professional will be able to recognize if there are issues with your content or design on your landing pages that could be hurting you.

When adding a new campaign, one can choose to target Search or Display network or both. Going for both Display and Search network will allow for more visibility. However, if you feel you aren’t getting a large enough ROI, you can choose to opt out of individual sites on the GDN or opt out of each network.

• Search network: The search network are the Google search results pages, as well as other Google sites, such as Maps and Shopping, as well as other search sites that partner with Google.
• Display network: The Google Display Network is made up of thousands of sites across the internet, such as YouTube, Blogger and Gmail and other third-party sites that have opted in to serve Google Display ads. You will have the option to view where your ads are being displayed and opt out of the sites that you don’t wish your ads to be shown on.

Remarketing (or retargeting) is online advertising that allows businesses to show targeted ads to people who have already visited their site, that’s why it’s also called retargeting. (specially when they have visited your website but have not buy from you or have not performed what it’s been intended for them to do on your website.) When an internet user is looking elsewhere on the web, say searching YouTube, an ad for your business can appear. This keeps your business at the forefront of their minds, and may encourage them to visit your site again. This works especially well for visitors who came to your website, but did not complete a purchase or other conversion. Seeing your ad on another site they are visiting may encourage them to revisit your site.

If you currently use Google Ads, adding remarketing to your mix can help you increase sales and better meet your online marketing campaign’s goals. By incorporating remarketing into your existing Google Ads campaign, your website visitors will be added to your remarketing audience. The incorporation of the remarketing can be customized on different pages of your website to further refine your remarketing efforts.

Using remarketing with Google Ads, will allow you to show your ads to anyone who previously visited your site when they browse any of the Google Display Network partners (a growing network of over two million sites and mobile application.)

• Stay connected to your target audience who have already interacted with your website.
• Gain brand exposure and improve brand recognition
• Remarketing ads have high click through and conversion rates
• Ad fatigue is lower than other display ads
• Creating laser-focused remarketing list for different groups of your website visitors based on their specific interaction with your website.
• Chance to also target similar audience lists that Google suggest when you pile up your remarketing list
• You can upload your own list of customers for which you have their email address. You can use this list to target them ads specifically designed for them on Google Display and Search network when they are browsing on a device in which they are logged in to their Google account.

Don’t miss any conversion. Conversion tracking lets you know exactly what happens after a potential customer has interacted with your ad. If set up correctly, you would be able to see exactly which keywords, ads, ad groups and campaigns are driving conversions, helping you better understand your ROI. This then allows you to make informed decisions about your ad spend, and create ads that are tailored to best convert customers.

Conversion tracking begins by creating a conversion action in your account - you can choose exactly what it is you want the customer to do once they’ve clicked on your ad, and then track whether anyone actually completed the action.

• Website actions include things such as signing up for a newsletter, making a purchase, scheduling an appointment, or anything else that the customer would complete on your site
• Phone calls can come directly from your ads or your website, or from clicking on your phone number on your mobile website. With Google forwarding numbers call tracking can be achieved even on a keyword-level.
• App installs and actions conversion tracking monitors if your app is being installed and any additional activity on the app.
• Local actions track when people interact with an ad that is specific to a physical location.

Conversion tracking is easy - you’ll add a piece of code to your website or mobile app, and then a temporary cookie is placed on the user’s computer or mobile device once they click on your ad. Once the desired action is completed, Google will recognize the cookie and record the conversion. When different types of conversions are set correctly to be tracked with your Google Ads account then we can optimize your ads to target for producing more similar conversions.

Google Ads take commitment and a lot of knowledge in order to ensure they are successful, and you see a positive ROI. Hiring professionals like Nexunom can allow you to focus on your business, while we focus on your campaign.