Google Ads Management – The Key to Successful Ads

In the competitive space of Google advertising, it’s impossible to bet your success only on building up your brand and engaging with your clients. To succeed you must have a vision that will lead to a great execution of your ads.

One part of the strategy is to create engaging, unique and attention-grabbing advertisements to guarantee you attention from the public. That’s quite challenging on its own, isn’t it? However, designing and planning the perfect campaign can’t always guarantee you success.

To really make sure your campaigns are successful you must manage and optimize your ads. If you don’t pay enough attention to optimization and management, you are practically handing over your customers to your competition.

Contrastingly, a greatly optimized campaign can promise you to maximize your ROI, impressions, engagements and even provide a better user-friendly experience for your customers.

If you’re not sure how to properly optimize and manage your ads, don’t worry. We’re going to tackle this beast together.

What is the key to successful ad management?

Two words: Campaign structure.

Behind every successful ecommerce business, there’s a structured plan of ad management. If you structure your campaigns beforehand, you’ll make a blueprint of critical points that can guide you in creating your ads.

Ask yourself: What is my target? Who is my audience? How can I get the most out of my campaigns? And keep those answers in mind whilst we unravel the 3 crucial parts of creating a successful campaign structure.

Ad Targeting

One of the key elements of ad targeting is to know your (desired) audience.

Since the Internet is used by billions of people every single day, it’s good to narrow your reach down to those who might be interested in your services/products. Having a wider reach might sound good in theory, however why would you display your ads to people who are not interested and are not going to convert?

Ad Targeting helps business owners and marketers to get their desired audience. What do we mean by that?

Imagine you distribute goods within a 15 miles radius and nowhere beyond that. If you don’t target the location properly, you will end up paying for ads in areas that are too far for you to profit. Therefore, you’re going to spend a lot of money on ads with barely no conversion.

Therefore, Ad Targeting also prevents you from spending more than you need to. If you target your ads right, you can increase your return on ad spend and your conversions!

In terms of general content, you can target your ads to:

  • Age
  • Gender
  • Demography
  • Demography
  • Education
  • Interests
  • Income and other accessible data

In terms of general content, you can target your ads to:

  • Keywords
  • Topics
  • Placements

In terms of devices, you can target your ads to:

  • Mobile
  • TV
  • Desktops (Laptops, Computers)
  • Tablets

Must-know about Ad Targeting

As simple as Ad Targeting sounds, you need to keep in mind a few components which really make Ad Targeting effective:

1. Keyword Optimization

Sometimes keywords look a lot better on paper than they perform. It’s impossible to know every combination of keywords that will be profitable, therefore don’t worry if your keywords don’t bring you millions of customers straight away.

First, you need to test your predicted keywords and from data acquired from your test-runs, you can optimize your keywords to perform to the best of their abilities.

There are 2 main techniques you can use:

a) Eliminate non-profiting Keywords
Every now and then you’ll spot keywords that generate clicks but no conversions. Although visibility and brand-awareness is really important, you probably want to get conversions out of your advertisement.

If you go on your Google Ads account, you can access a keywords report which will show you exact keyword phrases that triggered your ad. Additionally, it will show you which keywords resulted in clicks but no conversion.

You can find this report if you click on ‘Keywords’, then ‘Search terms’ and sort the report by ‘Clicks’.

Once you find out which keywords are irrelevant to your business or simply don’t work, you can eliminate them by adding or turning those words into negative keywords.

b) Keywords Fishing
Add additional keywords to your already existing keywords set. Similarly to the first technique, it all starts with the keywords report found in your Google Ads account. Sort your report by conversions and find new inspiration and phrases to add to your keywords to boost your performance.

If you want to keep track of your keywords (whether they work or don’t), see their performance or get inspired, we suggest you use Keyword Planner from Google Ads to help you organize your keywords.

2. Bid Optimization

An essential part to Bid Optimization is to have or set up conversion tracking in your Google Ads account.

3. Campaign Targeting

As mentioned above, there are multiple things you can target with your campaigns. However, targeting everything you can doesn’t necessarily mean it’s going to pay off. Sometimes you must evaluate what targets bring you profit and which are just taking money from your budget without profiting.

Don’t be scared to cut off targets that don’t profit, even though it might seem like a big loss in terms of audience reach.

4. Time Targeting

Not every business performs 24/7. If you have a restaurant, you probably don’t want to advertise your services during night hours and pay for clicks with a certain failure to deliver.

Set your campaigns to run at certain times of the day for better performance. You can do it by logging into you Google Ads account, clicking ‘Dimensions’ and depending on what you want to do, you can:

a) Go to ‘View’ and select ‘Time’ to see your campaign’s performance at a certain time of the day or week.

or

b) Go to ‘Settings’ and select ‘Ad scheduling’ to adjust your bids depending on the time of the day/week.

If you want to find out more about specific Ad Targeting, make sure to check out our other articles:

Ad Copy

Maintaining a great stock, variety and prices of your products is great, however it doesn’t necessarily mean that they will get noticed by your customers and sell.

Afterall, advertising your products comes hand in hand with persuading your potential clients that what you have to offer is far better than what your competition does.

text ad

A good Ad Copy can change the game of advertising completely. The bulky text under the link contains, what we call, “power words” which are more likely to make the client click on your ad.

But how do you know that your Ad Copy is strong enough to get you customers?

Let’s unpack all the important parts of Ad Copy together:

1. Offer

As it naturally comes to mind, this part of Ad Copy introduces your offers to potential customers.

Anything you can think of from discounts and subscriptions to bulk orders can be mentioned as you want to introduce the benefits that are available to your customers.

2. Title

If you think about it, the title is responsible for the first contact with a potential client, therefore it needs to be strong to grab the searcher’s attention.

One of the unspoken tricks in Google Ads is to use capitalized words, excluding prepositions like “at” or “in”. Likewise, your title should contain searchable keywords for a wider reach and better chance of your ads being displayed to the right audience.

3. Description

There’s only a limited space for you to perfectly describe your products or services. Before you write a description, think about what is vital for the customer to know when they see the ad.

A good practice is to write a description that includes keywords as it maximizes the chances of having a wider reach.

Don’t be scared to write multiple descriptions and test them out! It’s better to write at least 3 to really see what works the best.

4. Extensions

As mentioned before, Ad Copy is limited to the number of words you can use and let’s be honest, sometimes it’s not enough. If you have additional information that can improve the overall ad, you should definitely consider Ad Extensions.

search-on-Google

Extensions can provide further information such as:

  • Location or affiliate locations (Google Maps)
  • Phone Number (Call Buttons)
  • Price
  • Reviews
  • Sitelinks (Links to individual pages) and more.

They’re especially good since they provide information you can’t fit in your title or description. Extensions are also fairly easy to set up and very user friendly.

For example, if a customer has a question, they don’t have to search for hours to get your phone number, they can just click the button under your ad.

If you’re uncertain about writing your Ad Copy with the maximal potential, you can follow our guideline with valuable tips and practices.

Landing Pages

First impressions are important, not only in real life but also in advertising. When a customer clicks on your ad, the landing page is the first interaction they have with your actual website.

Every product, service or offer should have its own landing page as homepages often include general information about your business and offers. Now, it’s understandable that landing pages take a bit longer to create, however the work you put in pays off.

So what does a good landing page look like and contain?

Headline

You can write different headlines (smart, funny, straight to the point), however you need to think that headlines are the first thing the customer notices. If your headline grabs their attention, they’re more likely to stay on that page and read more about your offers.

There are a few things to keep in mind while writing your headline. It should be clear, relevant and empathize with your customer (reassure customers that their problems can be solved).

Headlines can be very powerful, therefore make sure to test them before you settle for one. You can write multiple headlines and see how they perform before you make any final decisions.

Benefit-Focused Content

Customers rarely want to impulsively buy something. Usually, they want to solve their problems.

You can reassure them by creating a benefit-focused content which will introduce the benefits of using your services to potential clients.

What we mean by benefits is quite simple. Write how your product can solve the customer’s particular issue.

Let’s say that your customer is repainting their house and is looking into quickly drying paint. In this situation, you can create a benefit-focused content to describe how quickly the paint dries, if it can go on already painted walls or even compensation if the product doesn’t live up to the initial description.

Your Unique Selling Proposition

Otherwise known as Unique Selling Point (USP) is your chance to differentiate your business offers from your competition. The core benefit of writing USP is to stand out, offer something better and adjust your offers to be the best on the market.

As a standing point, USP is used to answer any immediate questions your customer could have.

However, USP isn’t about discounts, free shipping or customer service. Its core is at explaining why your customers should choose you over anyone else or what makes your business different from others.

In theory, it’s not that hard to craft a USP but don’t forget that you have competition which is trying to do the same thing as you. Here are a few practices to keep in mind:

1. Research

To answer the question: “What makes your business different from your competitors?” you must do some research. Find gaps in your competitors’ USP and think of how you could introduce your brand differently.

What is missing from the market? How can you differentiate from others? What do you have that they don’t?

2. Create a list

Create a list of all the benefits you have that your competition doesn’t and be specific with them.

3. Consider customer’s needs

Whilst you’re doing your research, look at what is missing from your competition in terms of customer’s needs.

4. Data

Gather data from your research, list and customer needs and brainstorm ideas based on it. It’s going to be easier than just sitting in your office, trying to come up with anything creative from scratch!

Your Offer

I think you’ll agree with me, if I say that to sell something means to sell it verbally as well. This part of your landing page should be dedicated to describing your offer.

Precision is your friend, so don’t forget to include all the important information your customer needs to know about the product or offer in general.

One thing to watch out for is grammar and punctuation! If your offer has too many mistakes, people are more likely to think of your business as illegitimate or irresponsible.

Social Proof

It’s quite natural for people to be cautious when shopping online. We want proof that the business is legitimate and what is advertised is actually true.

Social Proof is not an official document by any means. It’s a group of positive confessions from your already existing customers.

There are a few ways to go about social proof on your landing page or homepage. It could be:

1. Quotes

These are usually placed on the top or the bottom of the landing page. They’re quite common on landing pages since they directly show the customers that others were/are satisfied with your business.

Your potential customers won’t be as hesitant to convert when they see the amount of satisfied clients!

2. Social Media

Everyone knows how powerful social media presence is when it comes to marketing. Hence one of the tactics is to embed your social media posts and mentions on your landing page for potential clients to see the feedback you get!

You can also link your social media accounts, so they can easily access more of your already established clients or previous customers.

3. Number of Users, Shares and Downloads

This is another great way to show your potential customers that your business is active and you have clients.

You can simply include a number of visitors/downloads or shares on your website to boost your credibility.

4. Case Studies

Some people need extra reassurance when it comes to conversion. You can step up your game by linking various case studies from your clients and let the potential ones read them.

Credibility Indicators

Social proof is incredible in reassuring your customers, but is it enough for them to buy something? Probably not.
Credibility indicators vary depending on the business and they’re the ones that can potentially seal the deal.

1. Reviews

Not everything has to be in your hands, let the customers speak for you!

If you give your audience the chance to speak without your intervention, your business can be perceived as more authentic and ready to solve any issue.

2. Privacy

It’s important to reassure your customer that any provided information won’t be shared outside the trade. Link your privacy policy page or write a few sentences about how you’re going to keep the acquired data private.

Another way you can reassure your customers is to have trustmarks displayed on your landing page, so the customer feels secure providing their sensitive information.

3. Return Policy

Let the customer know that they can return their product within a certain time period and be transparent about it.

An insider tip: Don’t charge for the return shipping and let people describe their reason for returning the product via email or phone.

4. Shipping

Again, transparency is the key word here. If you have multiple shipping options, let your customers know before they abandon their shopping cart because they were unaware of the shipping cost.

5. Customer Support

Do you really want to gain your customers’ trust? Try using customer support.

It’s reasonable that your customers might have a question or two, or maybe a problem concerning their purchase and want to speak to someone qualified about it. Make sure all enquiries can be answered immediately.

Alternative options for customer support are: live chat, phone call, skype, ticket system or email.

6. Awards/Recognition

When you display all the awards or recognitions your business received, you can gain authority in the ecommerce business.

Your customers are more likely to convert once they see your business has been recognized by big names or local companies.

Call to Action

Many successful businesses probably wouldn’t be where they are, if they didn’t have great call to action strategies. Call to Action, otherwise known as CTA, prompts people to act and engage with your business.

You definitely saw these around:

  • Get started
  • Subscribe
  • Learn more
  • Free trial
  • Sign up

People are curious and will try to explore your business as much as they can before they take any action. You can suggest that it’s completely safe and they can withdraw at any point in the process.

Using 3rd Party Softwares

It’s unlikely that once you set everything up, you’re set to run the business and never look back. Offers, customers and even your business will change over time.

Hence you need to constantly monitor your data and adjust your campaigns to fulfill your requirements and the current market.

That’s why we recommend using 3rd party softwares to help you handle, manage and optimize your campaigns to take the burden off your shoulders.

3rd party softwares are cost-efficient and effective! Once you set them up, they’ll automatically update your campaigns and inform you about any potential changes in your ads management.

BlueWinston is an efficient tool that will help you manage, create and optimize your campaign with the lowest prices on the market!

However, we know that you might want to hear from our clients to decide whether our tool is for you or not. Hence, we’re linking our case studies for Hartes.sk and Autovybava.sk which will give you an insight into what we do and how we do it!

And that’s not everything. Right now you can use this incredible offer from Google Shopping CSS Partner to get up to 20% off your Shopping Ads and save some money!

About the Author:

Account manager of Bluewinston & CCS Shopping in EU ( I'm the guy responsible for the most effective PPC tool to create product text and Smart Shopping campaigns for Google Search.) Contact me @ [email protected]