Adwords Campaigns

Effective and conscious adwords campaign management is one of the keys to getting first place. If your SEO is okay, you’re just one step away from breaking into the top of the Google results list – professional adwords campaign management.

If you want your business to run with adwords campaign management and you not only want to enter the market, you also want to be first.

Then make the most of your business!

If you want to entrust the management of Google Adwords campaigns to professional hands, you are in the right place.

PPC advertising is one of the best and most effective marketing strategic tools in the SME sector. With a lower investment compared to all other marketing tools, profit and brand awareness can be achieved. You can trust us because our many years of experience will shorten the payback period.

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If you want to set up Adwords ads for yourself, you need to follow a lot of self-taught tips and tricks in the first few months, so the expected results can only come later. The Google Ads system is constantly evolving and updating to make it more user-friendly, so it’s a good idea to attend adwords seminars and read adwords tutorials to stay up-to-date with ad setup and statistics.

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GOOGLE ADS BLOG

What preparations and background information do I need to run an AdWords campaign?

The first prerequisite is a good website. In order to show relevant results and remarket the business in the future, you need a website built and designed in a professional way. The look and feel of the website, landing pages and web text should be user-friendly, SEO compliant, stylish, brandfit and easy to see.

This is very important. But why? Because each campaign needs to be directed to a separate landing page. The home page of the website alone is less suitable for all advertising links to come here. If you want to learn more about landing sites and requirements, or how to create a profile at all, you’ll also find some helpful tips in the articles.

If your product, service, and website are okay, calculating your adwords budget is the next step. As a newcomer to Google Adwords, it’s hard to figure out what the optimal budget is — yet what you base your opinion on.

That’s why we recommend the Adwords Campaign Management service, which is run by professionals who can provide a lot of advice over the years and routine. If the amount you can spend on this is very minimal, it may not be worth spending on ads because we are just burning money among our competitors and there will be no results. On the other hand, there are segments where there is so little competition in Google search, so you can mow big at low cost. To determine your Ads budget, there are some metrics that can provide insights into the market situation, which you can read about in one of our articles.

1. COMPILING THE RIGHT KEY LIST

The basis of adwords campaign management is to gather relevant search terms to find your target audience at the beginning of PPC campaigns. Therefore, when drafting landing pages, it is important to place the relevant keywords and then use them in your adwords campaigns.

How do you know what people are looking for, what are good keywords? Think about your customer’s head and write down anything that might come up about your product / service. There are keyword list designers that make this task easier.

2. GOOGLE ADWORDS CAMPAIGN TYPES

SEARCH CAMPAIGN

One of the cornerstones of adwords campaign management is search advertising. Search ads are text ads above organic results. It is great for increasing the number of potential customers, website traffic, sales. Use keywords to show your ads to relevant audiences.

DISPLAY CAMPAIGN

Another cornerstone of adwords campaign management is display advertising. Display ads can contain image, video, and flash content and run on the Display Network. The Display Network is made up of thousands of affiliate websites that display these display ads in banner form. The display is a banner push marketing trick, suitable for branding or re-marketing purposes. It can reach a larger target audience, an excellent method for seasonal offers and holiday offers.

3. TENDERING STRATEGIES

Your adwords campaign management strategy is mostly determined by how much time you have to adjust and manage, how long you have been using the ads system, what your budget is, and in which segment you want to be active. If you have a lot of time and are experienced in the subject, use manual settings, but if you’re starting out as a novice, you might want to start with automatic bidding.

Maximize clicks

Perfect for increasing website traffic, branding and beginner adwords account settings. The point is, it gets the most clicks from that daily budget. You can set the maximum value per click, in the Hungarian search market it is a starting bid between 100-200 ft. Later, of course, it needs to be changed based on statistics, but this is a good track for an introduction.

Maximize conversions

Adwords works to bring you the most conversions possible when you spend your entire budget. It automatically adjusts bids during auctions and does not allow manual settings. You can use this if you have installed analytics on the website, where you have min. There were 15 conversions in the previous 30 days.

Manual CPC

In this case, you can set everything 100% and the changes are in your hands. The campaign is entirely up to you. You’ll need to set each bid amount and rotate it daily, weekly, to run your campaign optimally. It takes a lot of time and even more precision.

Smart CPC

This is an automated bidding strategy driven by Google. You can set a maximum cost-per-click amount to see how much you are willing to pay per click. With this in mind, the system will automatically adjust your bid in the advertising market.

Smart CPC is a great choice during the holidays, where you can also expect outstanding competition due to increased demand. The amount of the bid is determined by you, but will be adjusted by Google if you find it more advantageous. While people tend to weigh in round numbers, Google fine-tunes costs and refines the offer to a decimal point.

Target CPC

For target CPA, Google takes into account the results of the previous campaign and other current competition factors when bidding. You may want to choose this if you want to fix how much it costs you to acquire a customer within a given budget. Ads will receive as many conversions within the specified budget as the max. CPA limit as much as you can. See how much your average CPA has been so far and set it to your own. You can test in 30 days whether this is right for you.

Impression share

Here you can set the percentage of where you want to appear on the first page:

– at the top of the page in the first place
– second or third place, or above organic hits
– anywhere on the site

In addition to the placement percentage, you can also maximize clicks within your budget. It’s worth setting 20-50% of your average CPC, all the more so because you’re going to spend a lot of money.

Target – ROAS

This form of adwords campaign management is useful and recommended for those who run adwords ads according to an ROI-based strategy. In this case, the system examines the conversions one by one, separately, on how they can cost-effectively achieve their goal. Predict all this from previous data. You can also set lower and upper limits, making it easier to spot variable-performing keywords.

4. COMPETITIVE ANALYSIS IS IMPORTANT

Before you start your campaign, look around the market. Who are the similar and competing companies? How do they advertise? What is their website like? What is their web wording like? What do their adwords ads look like? What words are used in ads? What extensions do they have?

5. HOW DO I GROUP ADS?

In a given campaign, it’s a good idea to create ad groups based on keyword categorization. Such categories can be, for example, different synonyms for a particular service or product. The number of ad groups in a campaign depends a lot on your budget, but for starters, it’s a good idea to create just a few so you don’t have to be too complicated to control.

6. HOW TO WRITE A GOOD ADVERTISING TEXT?

The Title Bar has 30 characters of options and a Headline consists of 3 × 30 characters of text. There are two lines of descriptions, both of which can be 90 characters long.

When it comes to adwords campaign management, don’t forget that your ad is an ad. It needs to reach the target audience. You need to find out the benefits and positive returns, why it will be good or better for him to order what you offer through your ad. We need to create demand, show them what they need and it would be a shame to miss.

Keywords should always be used in the text, because this is one of the reasons why it will appear or be well-positioned on a given page. It’s practical to put the best search terms at the top of the headlines.

“Call to action” formulas can make the text more eye-catching and use it to achieve good positions more cost-effectively: “apply”, “buy”. What makes the offer even more attractive? Have some service that others do not have, such as a promotion or gift. Explain why you are better than competing companies in the market. This will affect your viewers.

You have to pay close attention to these!

Don’t write the same ad as competing companies – on the one hand, it’s a crappy and chic solution, and on the other hand, you won’t be well on the results list.

Check your ads one at a time each month – keep the good ones and throw away the bad ones and write some new ones. Try until all your ads are above 90% in the listings.

Don’t stack keywords! – It’s not good to have an ad packed with all the keywords and make a listing. This is an advertisement, your job is to sell your product / service. That is why you need to offer and be able to sell.

Don’t forget to use extensions too! – with these you can distinguish yourself really well from the others, because in each of them you can display extra information about yourself by linking to the links.

7. AD SCHEDULE

With adwords campaign management, ads should always be scheduled in relation to the opening hours of the business or when they pick up the phone, when there are busier days and times of the day. These can vary greatly from industry to industry, but it’s important to pay attention to nightly schedules so you don’t waste the amount you invest. You can weight your daily budget with bid adjustments, so if you want to advertise in the evening, but only for a smaller amount, you can set 20% of your daily spend to be between 20:00 and 23:00, for example.

8. AD ROTATION

When launching your campaigns, select “no optimization” so that all your ads can run on an equal footing. This is important because if you turn on rotation, all other external circumstances may push back good ads right from the start just because the other better e.g. appeared to searchers at a time of day. The odds should always be equal for the first 30 days, only then switch to another if you wish.

If you trust Google to set up ad rotation, the system will consider all the details, such as mobile users, demographics, and search engine Internet behavior. From this data, you get the tip for dropping the right ad that the viewer is most likely to click on and convert.

The positioning of your ads depends on the ad text for the most part. This should not be overlooked and great emphasis should be placed on this. If an ad is performing poorly, look at the text relative to the others, relative to the competing company, and consider it.

9. AD EXTENSIONS

Ads with ad extensions can be noticed much sooner and much more information can be obtained. This boosts a lot in a quality ranking.

10. WHY DOES GOOGLE REFUSE AN ADVERTISEMENT?

Google Ads operates under strict rules, so during adwords campaign management, compliance is consistently monitored on a day-to-day basis. Here are some common cases in which your ad will be disabled:

The advertisement contains copyrighted content, eg name, brand name protected by another person. Their use is subject to permission, which must be requested from the owner by filling out a form.
Symbol and exclamation mark accumulation
The display URL and landing page URL do not match
Ad headline contains uppercase words
Media content is not the correct size, format, or quality
The landing page contains content that is prohibited by Google
The landing page that the ad leads to is not armed or is not working for some reason

If for some reason you do not allow your ad to be activated, you will always indicate the reason. Help usually helps you solve a problem or links to articles that lead to it.

11. DYNAMIC ADVERTISING

This is a simplified method of adwords campaign management, in which we entrust the keywords and descriptions to Google, who puts the ad together. All you have to do is enter a description of the ad and the website on which you are building the ad. Google creates the ad text based on the content and text of the website. It is worth using for those who have put the site together professionally in terms of SEO and the system has something to manage – it is possible to create perfect headlines and also reach people who are more difficult to reach with other settings.

12. OPTIMIZE GOOGLE ADS CAMPAIGNS

Optimization and relevance of ad texts

Stop the two weakest ads and put new ads in their place. Change everything in them: title, description, and keyword placement. Pay attention to these:

Keywords should be included in the title and description but don’t stack keywords!
Why are you different, why are you better?
Use responsive ads!
Use dynamic keyword insertion.
Turbidate the big picture with ad extensions!

How do you measure your loss?

You can look at how much the loss is due to a tight budget. In the Campaigns menu, there is a “lost search impression share (budget)” column between the columns, which shows how much your impression loss is due to your tight budget. This isn’t necessarily the best option here to increase your budget, but rather review your keywords and throw out the underperformers!

Quality indicators

During adwords campaign management, Quality Score shows your ad’s competitive position and cost-per-click (CPC). The Quality Score ranges from 1 to 10. The higher this score, the better your ad position and the lower your CPC. The higher your score on the Quality Score on a scale of 1 to 10, the better your ad will appear and the cheaper it will be for you. A score of 7 or higher means that your ad is better than average, but if it drops to 2 or below, it won’t show. The latter is also indicated by Adwords, meaning that if you read that a poor Quality Score isn’t showing for your ad, you’ll definitely need to do something.

CTR based keyword optimization

You can start optimizing your keywords if you have the right amount of data. You can already speculate from 30 clicks and 15 conversions, but we recommend a little more data than that. Clicks are much simpler because they multiply day by day, so you can judge the performance of a keyword after just a week. Here’s how your keywords can perform and what optimization tips we have:

Keyword with a high clickthrough rate (CTR) is weak (below position 3): it’s worth raising your bid limit here because it’s likely to generate even more traffic.

Low clickthrough rate keyword – bad position: Search engines may not have noticed yet. Try raising on the offer and seeing your performance after a few weeks.

Low CTR Keyword – Good Position (1-2-3): This keyword is burning money. The offer must be canceled or significantly reduced.

Conversion rate based keyword optimization

For the right data and conversions to be available, the campaign must run on a conversion-based strategy for 2-3 months. It takes so much time to figure out which keyword is useful and what isn’t.

When examining your conversion rate, take 60-90 days before your keyword list, then set your conversion rate to min. To 2% (this is a conversion average that is already useful). You’ll see keywords that performed better than 2% in a given time period.

You can also set other competition metrics between the columns to give you an even more detailed view of your keywords. For example, “search impression share” shows how much of a potential impression a given keyword receives.

Negative keyword list

As part of your regular keyword review, you may want to create a negative keyword list, which brings together terms that you don’t want your ad to appear on. Negative keywords can be organized into multiple lists, per ad group, campaign, or account level.

Negative keywords

If you move a keyword to negative, you can prevent your ad from showing on search terms that aren’t relevant to you. So using negative keywords is one of the important tools in optimization.

Improve CTR

Clickthrough rate (CTR) shows how many clicks your ad has received. Clickthrough rate (CTR) is an important indicator because it shows how relevant your ads are to your visitors. Keywords with a strong CTR generally have a better Quality Score. What counts as a good clickthrough rate is not definable, because if a keyword is highly competitive, a weaker clickthrough rate can be good, but if it’s low, a higher percentage is low. You can optimize your clickthrough rate by:

Use extensions!
Don’t put a price in the ad, be curious, go up the page!
Always run 3-4 ads to filter out better text!
Pay attention to the periodicity of the ads!
Apply bid adjustments!

13. LAND EXPERIENCE

With the landing page experience, Google Ads measures the extent to which users who click on your ads find what they are looking for on the site. The landing page is the URL that users reach when they click on the ad. Google Ads uses a combination of automated systems and human evaluation to analyze your landing page. The experience you offer affects the ranking of your ad, and thus your CPC and the position you receive during the ad auction. During adwords campaign management, ads appear less frequently (or not at all) when pointing to a site with a poorer user experience.

You can complete your landing page experience with the following solutions:

1. Provide relevant, useful and original content

Make sure the landing page is directly relevant to your ad text and keywords. If users are interested in specific things, be specific: When someone clicks on an ad for a sports car, don’t be directed to a page that includes all models. If users are interested in the options, provide them with general information: If someone wants to compare different digital cameras, it is not advisable to point to the side of a particular model. On the landing page, provide useful information about the advertised product, whatever it is. Try to provide useful content and services that make your site unique.

2.The site should be reliable and easy to navigate

Share information about your business openly and make it clear what your company does. Before asking visitors to fill out forms, describe your products and services. Make it easier for your visitors to find contact information. If you request personal information from your customers, let them know why you are requesting it and how they will use the information. Separate sponsored links (such as ads) from other types of content on your site.

3. Navigate easily – on both mobile and desktop

Carefully design your website and organize your content so that users don’t have to search for information. Ordering the products mentioned in the ad should be quick and easy. Do not distract customers with pop-ups or features that may interfere with site navigation. Help customers quickly find what they’re looking for: prioritize the content you see above the drive.

4. Reduce the time it takes to load the landing page

Make sure your landing page loads quickly, both on mobile devices and computers, when someone clicks on your ad. Consider converting your landing page to an Accelerated Mobile Page (AMP).

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