There are several kinds of digital ad campaigns you might be considering to help boost your business’s visibility online, and one of the most well-known and popular is the Google Ads campaign. How should you be structuring Google Ads campaigns to achieve maximum return on investment (ROI)?
At iNHouse Advertising, we’re here to help. We offer a huge range of digital media services, including serving as a PPC management agency and assisting with various forms of paid and programmatic ads. We have extensive experience helping our clients around Tulsa and nearby parts of Oklahoma with Google Ads – here are some basics on how to structure these campaigns to maximize your ROI.
Step-By-Step Startup Guide
Here’s a general startup guide for Google Ads:
Campaign Types
Firstly, it’s important to be aware that there are a number of different Google Ads types – nine, to be specific: Search ads, display ads, shopping ads, video ads, app ads, discovery ads, local services ads, performance max ads, and smart ads.
Each of these types serves a slightly different purpose and requires a unique approach. For example, search ads are text-based and displayed on the Google search engine results page, while display ads are image or video-based and shown on websites within the Google Display Network.
Before starting your campaign, it’s essential to determine which type is best suited for your business goals. This is one of several areas our team at iNHouse Advertising is here to help with.
Ad Groups
Another important consideration when starting a Google Ads campaign is the use of ad groups. Ad groups are a way to organize your ads within a campaign based on specific themes or products/services. They allow you to target different keywords, audiences, and ad formats for each group, making it easier to track performance and make adjustments as needed.
When creating ad groups, it’s important to keep in mind the relevance of your keywords and ad copy. The more closely related they are, the better chance you have of reaching potential customers and improving your Quality Score (a metric used by Google Ads to determine ad rank).
Keywords
Keywords are the foundation of any successful Google Ads campaign. These are the words or phrases that potential customers will use when searching for products or services like yours. It’s important to choose relevant keywords that accurately represent your business and offerings.
To start, brainstorm a list of potential keywords that you think people might use to find your business. You can also use keyword research tools such as Google Keyword Planner, SEMrush, or Ahrefs to help generate ideas and get insights on search volume and competition levels.
Once you have a list of keywords, it’s important to organize them into groups based on relevance. For example, if you offer both photography classes and wedding photography services, you may want to create separate ad groups for each of these services.
Next, you’ll want to create compelling ad copy that will entice potential customers to click on your ads. This can include highlighting any unique selling points or special offers, using emotional triggers, and including a strong call-to-action.
Ad Copy
And of course, ad copy itself is vital when organizing a new Google Ads campaign. It should be written in a way that speaks directly to your target audience, captures their attention, and encourages them to take action. In addition to using relevant keywords, you’ll want to make sure your ad copy is clear and concise, uses persuasive language, and includes a strong call-to-action.
It’s also important to regularly review and update your ad copy as needed. This can involve testing different variations to see which ones perform better, adjusting for seasonality or changes in market trends, and continuously optimizing based on data and results.
Audience Targeting and Negative Keywords
Two concepts that are vital to consider within Google Ads campaigns are audience targeting and negative keywords. Audience targeting allows you to specifically reach the people who are most likely to be interested in your product or service based on their demographics, interests, and behaviors. This can be done through various methods such as remarketing, customer match, and affinity audiences.
On the other hand, negative keywords help prevent your ads from showing for irrelevant searches by excluding specific keywords or phrases. This is important because it can save you money by not wasting ad spend on clicks that won’t result in conversions.
Tracking Conversions and Optimizing Campaigns
Like many other forms of digital marketing, Google Ad campaigns allow you to track conversions and optimize your campaigns for better performance. Conversions refer to the specific actions that you want users to take after clicking on your ad, such as filling out a form, making a purchase, or signing up for a newsletter.
By setting up conversion tracking in Google Ads, you can see which keywords and ads are leading to the most conversions and adjust your campaign accordingly. This helps improve ROI and ensures that your ad budget is being used effectively.
In addition to conversion tracking, Google Ads also offers tools for optimizing your campaigns. These tools use machine learning algorithms to automatically adjust bids, placements, and other settings based on real-time data. This can save advertisers time and effort while improving their overall ROI.
As you can see, there are several things to think about when it comes to structuring a Google Ads campaign for maximum ROI. At iNHouse Advertising, we’re proud to serve as a top PPC management agency that assists with numerous paid ads, including Google Ads – contact us today to learn more about these or any of our other solutions for clients in Tulsa, OK!