It’s always been exciting creating the Google Ads campaign approaches, but it can be slightly daunting, particularly when the industry is new to us. Earlier, when we used to start a paid media career after fulfilling the needed Google Ads certifications, there stayed a certain learning curve that we had to attain. We required to bestow a lot of time attempting to get each industry of the clients in spite of targeting on developing a strategic process employing Google best practices and tools.
As our client-base started growing, we rapidly realized that we require to shift the gears and pick out a more effective way to create these individual approaches while also utilizing easily available tools that would make our life, and job much easier. We found that the most efficient way to come up with a new PPC approach is to conduct the following 5 steps. Let’s check out as below:
The most imperative part of the strategy process is keyword research. Luckily, there exist various tools that can assist us with this along with Google Ads Keyword Planner. The go-tos are:
SEMrush: Akin to Ahrefs in which we view all the traffic, embracing the cost per clicks (CPC) and clicks. If we don’t hold access to either of such tools, another nice pick is the SERP and Google Keyword Planner. It’s always crucial to employ more than one tool to monitor CPC and traffic to pull out an entire approach embracing a monthly budget.
Ahrefs: It stays always first in the queue that helps in launching the beginning list of the keywords. The good thing about this tool is that it offers us all the terms that are akin to the keyword we are searching and even offer the picks we might not have acknowledged. Also, it offers the number of clicks, volume, and cost per click data. It’s a damn easy platform to utilize and provides us everything we require in one view.
Search Engine Results Pages (SERPs): It’s always good to manual check the SERP for the paid outcomes. It’s also good to view if there are advertisements, revealing up and who the main competitors are. The SERP will not assist us to come in front with a keywords list, but it will aid us in getting which competitors are advertising.
Keyword Planner: It looks a little different as compared to other tools. We hold the option to narrow down through various metrics and it may demand some adjustments when conducting it.
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A simple way out is to keep the approach organized to evaluate keywords and ad groups on a Google sheet. This keeps the things organized and smooth to navigate, specifically if we use distinct tabs. While it’s essential to hold all low intent keywords and high intent keywords mapped out, rolling out with high intent keywords normally leads to more qualified leads, an easy approach, and an account with a reduced aggressive spend. Initiating simply will permit us to test and expand slowly to more typical and broad keywords if our budget permits.
We have caught that compiling a big list of keywords and narrowing down by the intent offers us many picks to continue expanding the campaign after it becomes live. Remember to structure the ad groups with similar and related keywords only. This will permit us to script very altered ad copy and employ particular landing pages to keep up our quality score, assuring that we pay less per click. Once our ad groups are organized, we create example extensions that offer the client a good idea of the full approach.
One thing we have learned is to perform extra research in Google Analytics always to find out how we can implement the audience and client demographics into the campaign. Being capable to alter the campaigns with particular demographics, device, or location adjustments can aid roll out the account with more relevant targeting. We will hopefully adjust post a week or two of data, but notifying the client that we are going to some extra will reveal them we are dedicated to their campaign’s success. Once we compile this detail, be sure to append it to our strategy map.
It’s imperative to plan and apply proper conversions depending on the client’s objectives. We have found that it’s simple to ask for such during the onboarding call that diminishes later on the back and forth. Whether the goals of the clients are leads, transactions, contact us clicks, form fills, phone calls, or rest website engagements, it’s significant to be sure about tracking is tested prior to launch.
If Google Tag Manager is not that familiar, some extra research will be good. There’s nothing worse than rolling out a campaign with the broken conversions as it results in the lost attribution. We highly advise all tracking attained in Google Analytics and Google Tag Manager as they are the simplest way to track and test them properly.
Post all the research and implementation, we can send the approach plan finally for the client approval. We always converse this before the launch to offer the client a more comprehensive gape at everything that helps in establishing trust. Transparency is important to campaign success.
While developing fresh Google Ads approaches can be challenging, there exist various ways to be organized and be successful while getting about the new industries in the process. As long as we keep the goals of our clients on priority, we can follow the process that performs the best for you.
The author is working in a search engine marketing company in Jaipur. He is Google ads expert and giving services in Wetech Digital Software Pvt Ltd, India.