Managing Google Ads

Google Ads offer a great way to increase traffic to your website and when managed and created well can offer a good ongoing ROI for business users. Today I want to talk about managing Google Ads and how to use them in an efficient way to ensure that you are getting most from your digital spend.

Organising Your Ads – when we create ads for our clients we firstly create campaigns, these are often linked or mirror key sections on your website. For example, if you sell clothes you may have campaigns for shoes or knitwear. Within each of these campaigns or sections we would then look to create Ad Groups. These would then look to mirror the sub sections of your website. The main reason we advocate this is that it allows for more efficient management of the account and saves time moving forward when new products are added to your website and Ad Groups.

Data – this is an important part of managing your Google Ads and the more long term data you have the more informed decisions you will be able to make on your account. It’s always valuable to know when trends, peaks and troughs will come and if you have good historical data from previous months and years this can help you with your wider term business planning. 

Making Changes – general day to day updates and tweaks to your account are essential but larger more lasting amendments such as large budget rises or decreases need to be planned and well thought out. As mentioned above it always helps to have informative data to hand to help make these decisions. If you have been a running Google Ads (or previously Google Adwords) for some time then you will hopefully have some historically data from previous years trading to review and look at. This will really help you in determining when and if you should make large scale changes to your campaigns. 

Google Ads can become a very time intensive tool in your digital marketing activities but when managed and looked after well can be an essential asset. Over the years we have always tried to use paid search as a guide to our organic strategies and have used and implemented a number of ideas from the data that we have gathered using PPC. I hope you have found some use from this short blog entry and it has given you a brief insight into we operate as a marketing agency. 

If you have any questions, thoughts or ideas then please do leave a comment in the box below.