Google Ads Campaign Management for Better Results and Continuous Growth

Proper Google Ads campaign management is vital for your business success.

Your Google ads campaign is just like everything else in life.

It needs close attention, continuous care and periodic adjustments to become successful.

If you fail to measure, optimize and enhance your campaigns on regular intervals then the performance will drop, you will waste money and you will lose many opportunities to grow your business.

Why Continuous Google Ads Campaign Management and Optimization is Important?

Ensure Peak Performance

Google ads is actually an auction. There are many internal and external factors that can affect your campaign performance. Regular monitoring is needed to analyse campaign performance against campaign goals. And you should take corrective action when needed. For example, you should bid high when performance is good and bid lower when results are not good.

You Are Not Alone – There Are Competitors in Every Market

You are not the only business out there using Google ads. Your competitors are also using it. It is very important to analyse what your competitors are doing.

Are they using better ads with better offers? Are they bidding higher than you to show their ads in higher positions? Are they bidding on your brand terms and stealing traffic from you?

If answer to any of these questions is ‘Yes’, then you need to take corrective measures to improve your campaign performance. Without closely monitoring your own campaign performance and competitor activity, you will not even notice these requirements.

And that is bad for your business.

Maintain a Healthy Google Ads Account

It is not only external factors that affect your campaign performance. There are many moving parts within your campaigns that are important.

For example click through rate (CTR). This is one of the most important statistics that can help you to improve campaign performance. CTR tells Google how popular your ad is.

If you have a higher CTR than your competitors that is a good indicator that people are finding your ads and offers more valuable to them. When this happens Google rewards your corresponding keywords with higher quality score (QS)

Quality score decides how much you pay for a click. Higher the quality score, lower the cost per click. Lower cost per click means you get more traffic and conversions for the same amount of spend or you spend less for the same volume of traffic!

And that is a great way to get better returns on advertising spend.

If Something is Working Well – Enhance It

Is there a keyword that is bringing more leads? Is there an ad that is selling more products? Is there a specific device type or location where campaign performance is better? Is there a specific time where you get more conversions?

Answers to these questions can be found within every campaign. And once you find the answers, enhancing and optimizing these best performers alone will improve your overall campaign performance.

Spend more on these winners in your account. Because that will bring more money to your business.

Eliminate Wasted Spend

This is exactly the opposite of what we discussed above.

In every campaign there will be losers. Keywords spending lot of money without conversions and ads struggling to get clicks and conversions. Locations, device categories and specific times in a day where spend is high but conversion is less.

It is important to reduce spend on these things that is not working. And it is also important to optimize these parts of the account to get better performance.

But all this is possible only if you are paying regular attention to Google Ads campaign management.

Keep Up With User Behaviour Changes

Everything changes with time.

It is applicable to your target audience too. One of the fundamental shifts happened recently in the use of digital platforms is the emergence of mobile devices as the primary device category. Now mobile traffic to digital platforms is more than the traffic from desktop devices.

User behaviour also changed with this shift. Now it is important to have a mobile optimized website. You should also have ads and ad extensions suitable for mobile devices. Regular analysis and optimization strategy is needed to ensure best performance on different devices.

Find and Utilize Seasonal Trends

There are many businesses affected by seasonality. Finding generic trends and doing regular campaign management and optimization may not be enough for these businesses to get better performance from their advertising campaigns.

Utilizing seasonal trends needs advanced planning. You should find season specific keywords first. Then you need to create suitable ads with special seasonal offers to attract the right customers. A Google ads campaign which runs on auto pilot without proper optimization and management loses a big opportunity here.

Test New Things

Testing different aspects of a campaign is vital in finding new opportunities. You can test new keywords, ads, landing pages or bid strategies. The possibilities are endless.

But if you would like to find meaningful lessons from these tests, then each test should be tracked and measured accurately. And you can only do this when you have a systematic campaign management process in place.

Campaigns without regular optimization and management fail to test, and miss big opportunities for growth.

Use the Full Potential of Google Ads

Google Ads is a very complex advertising platform. It keeps on changing and periodically adds more features and tools for advertisers. If you want to use the full potential of this platform then you must be aware of the latest changes and additions.

If regular campaign management and optimization is not part of your daily routine, then chances are that you may miss a lot of these updates. Your disconnect with new changes in this advertising platform can disrupt the success of your campaigns.

Find New Opportunities for Growth

Successful campaign management is not just about spending less or getting marginal improvements. True success is when you find addition opportunities to grow your business.

It can be a newly available campaign or ad type which will help you to reach your potential customers more effectively. It can be a new set of successful keywords or ads that you found during a recent test. Or it can be a new location or country where you can reach more customers with your campaigns.

All these opportunities are awaiting you when regular campaign management becomes part of your digital marketing strategy.

Interested to explore new growth opportunities for your business? Let’s talk.

Google Ads Campaign Management and Optimization– Steps and Processes

Monthly Google Ads campaign maintenance will have the following steps and processes.

1. Daily Campaign Performance Review & Bid Adjustments

This will include analysing daily campaign performance indicators like conversions, cost per conversions and conversion rate. This daily evaluation and corrective actions like bid adjustment will help in better campaign performance.

This will result in better or more profitable keyword positions and better utilization of the budget, considerably improving result from campaigns.

2. Channel Performance Evaluation and Optimization

Google ads offer multiple campaign types, like search, display and video. All these channels reach different audience segments so the results will be different. At the same time goals of these campaigns are also different (ranging from creating awareness, branding, lead generation or sales).

Optimizing different campaign types based on their goals and results is a challenging part of campaign management and optimization process.

Another traffic channel which needs regular attention is ‘search partners’. If results are not good, then search partners should be removed from your campaign targeting.

3. Keyword Optimization

This has multiple steps.

Performance evaluation – Are we getting conversions? Is the cost per acquisition within the limits?

Match type evaluation – Which is the profitable match type? How different is results?

Search query analysis – Are we getting the right traffic?

Negative keywords – Add irrelevant search terms as negative keywords, eliminate wasted spend.

4. Quality Score Optimization

This involves 3 major components.

Improve click through rate.

Improve ad relevance.

Improve landing pages.

5. Ad Optimization

Find the best performing ads.

Remove under-performing ads.

Use effective call to action.

Use best price, offers and discounts.

Test new ad copies and find new winners.

6. Ad Extension Optimization

Are we using suitable ad extensions?

How is their approval status?

Are they consistently appearing with ads?

How is their performance?

7. Ad group Optimization

We need to find answers to these questions,

How is overall ad group performance? How is conversions and overall CPA?

Do we have enough ads in each ad group?

How is individual keyword performance?

Is there a need to split an ad group to smaller ad groups to improve performance?

8. Device Performance Optimization

How is campaign performance on different device types?

How is performance on mobile devices?

This is a major area which needs regular attention. If a specific device category is not performing well for your campaign then you should reduce spend on that device category, and increase spend where performance is good.

Traffic patterns change with time, so keep a close eye on device category performance.

9. Geographic or Location Performance Optimization

Campaign performance will be different from location to location. It will vary from country to country, state to state or city to city.

When you target a large area (like a country or state) with a single campaign, it is important to monitor performance in specific areas within that targeted area. You should spend more of your advertising budget in locations where you get better results.

10. Audience Optimization

Sometimes based on your business you may have to reach a very specific audience based on their demography. Like audience in a specific age group, gender, parental status and household income.

Google ads have powerful demographic targeting options, which can help you to fine tune traffic from your campaigns.

Audience optimization also includes placement reviews. Remove non-relevant and non-profitable placement from your targeting (for example, irrelevant mobile apps).

11. Day Parting and Ad Scheduling

In any campaign, there will be specific days in a week or specific hours in a day when campaign performance will be better (or worse).

It is a good practice to find these specific time slots and improve your ad visibility to get more conversions. It is also important to reduce spend in time slots where you are not getting expected results.

12. Landing Page Optimization

Landing page testing and optimization should be an integral part of any Google ads campaign management process. Unless your landing page delivers the promise you made to a customer in your ads, they won’t convert to paying customers.

If you want to get better results from your campaigns, you should carefully create and use your landing pages.

1. Do not use your generic website home page as your landing page.
2. Your landing page must be faster, especially on mobile devices. Now more traffic is coming from mobiles than from desktops.
3. It must be easy to find relevant content on the page.
4. Most of the visitors scan the page first. So use bullet points.
5. Share unique features and benefits.
6. Use the same offers and call to action that you used in the ads. This will help you to immediately connect with potential customers.
7. Use credible customer testimonials.
8. Use forms with minimum fields. Collect only the required information from your customers.
9. Test variations of your current landing page or new landing pages to find better performing combinations.

A good landing page can considerably increase conversion rate.

Landing page quality is also a major factor in quality score calculations. Better quality score will help you to reduce cost per click and spend. It will also help you in getting higher ad positions improving chances of conversions.

How Much Time is Needed for Google Ads Campaign Management and Optimization?

All campaign management and optimization decisions should be based on statistically significant data. If your campaign is getting lots of traffic you need only a short period of time to reach solid conclusions. Because you will have enough data points to make informed decisions.

If you are not getting lot of traffic in your campaigns, you will need more time to make accurate decisions.

And most importantly campaign management and optimization is a continuous process as change is inevitable.

With time your business will change, your competitors will change, Google Ads and technology will change, and your audience will also change.

Your campaigns should also change with time!

Want to know how regular management and optimization can improve your Google Ads campaigns?

Contact Us now by filling out the form on this page. We will set up a call to see how we can work together to grow your business!