What makes ad management great for your business? Amazing ad management puts your business in front of the right customers. And online ads are a great way to get your business in front of the right people.
You can target specific audiences through the right keywords and match types, while having the potential to get very small quotes (depending on how competitive your market is.)
But, you can't just define and forget. To get the best results from your campaigns, you need to always keep an eye on them and optimize them. You don't want to waste budget without realizing it, and you wouldn't want to be losing out on higher quality leads.
That's where PPC managers spend their time: working on what is and isn't working, adjusting budgets and looking for new opportunities.
If you're looking at online ad options but have yet to embark on the wild journey of PPC marketing, we should start by looking at what campaign execution looks like on a daily basis. Here are some areas where your campaigns would benefit, in terms of management:
1. Test
Let's talk about testing. It is such an overlooked part of running ad campaigns. You have no idea where the ceiling on your campaign's success is if you don't test it. If you don't try things that might initially seem out of the box then you never know if they might work.
It's great to find a campaign that surpasses the rest, but how do you know if that's the best you could do?
The answer: take tests.
First, decide how and what you are doing to test. You can run tests within to understand if the changes you are making would add value. You want to run your tests inside a manager tool so you can stay organized. This makes it easy to see the results and find out what changes you could permanently implement.
Set up a draft campaign to test changes within an existing campaign. This is a great place to start, but you can't change everything here. Click attribution models and automation strategies are also worth testing, but you'll need to use other methods for this.
You want to focus your experiments on aspects that will have the most impact. You can't test everything, so don't waste your time on small incremental changes. Look into changing your bidding strategy or adding an ad extension. Refocus your ad text and match your ad and landing page CTAs.
Research what others have been successful with and try to adopt their techniques for your industry.
Another key thing to remember when testing is to only test one variable at a time. It's okay and making a lot of changes at the same time and seeing an increase in traffic, but then what caused it? By testing things one at a time, you will be able to clearly see what is affecting your results. And in that way, you will discover the best combination of factors.
Likewise, choose only one metric to measure results. Otherwise, things get messed up quickly. Be sure to exercise some self-controls well and don't be tempted to make changes in the middle of a test. You will distort the results and cannot have reliable data to support your evidence.
Once you've collected enough data to have confidence in your results, you can then use those insights to make your campaign a winner.
2. Remarketing
It's much easier to persuade someone if they're familiar with what you're offering. Remarketing is a great way to catch any fish (or rather, customers) that may have escaped the net for the first time.
It's easy to include it in your existing campaigns. Remarketing is set up by adding code to your site. That is, so that visitors are added to a remarketing audience list via their cookies.
So if they leave without becoming a customer, you can redirect them later with ads designed specifically for them.
Remarketing must fit your overall strategy. The cost varies depending on how you do it, but it's generally a cost-effective way to get new leads.
The main benefit of remarketing is that it offers a highly targeted audience. Remarketing ads also have a much higher click-through rate and conversion rates compared to traditional search ads. So it's worth taking a look once your campaigns are up and running.
3. Conversion Tracking
The key to effectively managing your ads is tracking. Now, you may be thinking “this is not much of a secret”, but the question is: what are you tracking?
If you're just assigning stuff to the last click, you're not looking at the entire image. The trick is to look at the complete conversion path funnel.
Where did your customers start? What journey did they take? And those who fell, at what stage did this happen?
By looking at your customer's entire journey and taking it with him, you can easily identify any issues that might be causing him to leave. Just looking at the last click attribution is like hearing just the end of the story. They wouldn't reach the end if it wasn't for the beginning, so start there.
There is a wide variety of attribution models:
- Last Click: Gives full credit to the last ad clicked and the corresponding keywords
- First Click: Gives full credit to the ad and the corresponding keyword that was clicked first
- Linear: evenly distributes credit for all clicks
- Time savings: give more credit to clicks that happened closer to conversion
- Based on position: Give 40% credit to the first and last ad clicked, then distribute the remaining 20%
- Based on data: distributes credit based on previous action data
Don't be afraid to experiment with different attribution models and see how that changes the landscape of the data you're working with. You may find it reveals valuable insights. You may find it doesn't help at all. But just trying will you know.
Should I do it myself or delegate ad management?
Taking care of day-to-day advertisements is a lot of work. There's a lot of reporting, data analysis, and general administration to go through before you can start focusing on optimization.
Only 10% of advertisers consistently do optimization work on their account every week over a 90-day period.
Specialized agencies are great for a practical solution. Even though you study hard and feel that you can act on your own, the world of online advertising is always in a constant state of flux; what works today may not work tomorrow. If you've spent the time understanding Google Ads management, then you can adjust to the trends. And so, make sure your ads are ahead of the curve.
As long as you're with an agency, you can trust that the ad management results they're delivering for you are the best you can get. By doing your research, you can be sure they are constantly testing and optimizing their campaigns.
These are the main benefits you will get:
- Saves time
- You will make optimal improvements
- You will reduce wasted expenses
Time is a big deal for anyone, but especially when you're spending your time doing repetitive tasks. One machine frees you to focus on the big picture, look at your campaigns in detail, and make changes that drive your results.
If you are managing your ads yourself or have multiple accounts then tedious tasks can quickly take over. You only have so many hours in a day, so you need to make the most of it.
Conclusion on how ad management can help you!
To decide which ad management strategy would help you, you need to think about what you want to spend your time doing. The smartest decision would be to hire a specialized agency to manage your ads. This will take away any tedious tasks from you and give you your time back so you can focus on more exciting elements that will really make a difference.
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Our agency develops SEO strategies and brand positioning for multinational companies, large, medium, but also small, all projects are important to us.
