As a Google Partner and experienced Google Ads Account Manager, I have found that a yearly overhaul of your Google Ads programs helps to keep them operating at peak performance.
Many times a business owner has updated their website with new programs or services and has not advised us that they are doing rent to own, have dropped their minimums for free shipping, or have added a whole new service category.
During an annual overhaul or yearly check up, we review your website, running ad creatives, and review what items we are promoting and how we are promoting them in your account.
Plus, Google Ads changes ad serving, policies, extensions, and ad enhancements. Without a full review, sometimes things that should be promoted are left unadvertised simply to a lack of communication back to us, your Google Ads marketing team.
A yearly checkup assures that we are in the loop and promoting the items and services that are important to you.
That’s right many advertisers’ strategy on Google Ads (previously known as AdWords), appears to be no strategy at all.
As competitive as your marketplace is, and as much as Google Ads clicks cost, I personally feel that there must be a strategy to what you promote, dollars you put toward what, and evaluation of the success or lack thereof of your advertising as a part of your overall business profitability.
It all starts first with knowing what you can afford and what your costs are to supply the product you are selling to the purchaser. I feel that the time a business owner takes to evaluate what they can afford and the monetary investment they want to make in Google Ads clicks and our services is strategic to business growth.
As a professional Google Ads manager, I have found that results are much better for clients who have a degree of preparation and have done business analysis. The guidance that they give to me at account set up on their average sale, lifetime value of a client, desired Return on Ad Spend (ROAS) is incredibly helpful and allows me to have a better understanding of their requirements for success in a Google Ads account.
In Google Ads, you can compete effectively against large competitors who are spending a lot of money on Google Ads with a few creative approaches.
First, consider taking the gloves off. We will routinely target competitor names in very competitive spaces. Our ad text will show dynamic keyword insertion and phrases in the ad text like (Competitor’s Name) Too Expensive? Check out (Your Company Name) and then showcase features. Similar to (Competitor Name) is also another great way to get traffic and bleed off prospects who may have never known about you and were searching for your competitor.
Be watchful about the time of day your ads show. If you are competing against a company with a very large advertising budget, consider bidding down slow times of the day or times that do not typically convert for you and show your ads at your regular cost per click in peak times. This strategy keeps your name out there but focuses budget in peak decision making times.
Consider Display advertising and use In Market as a setting. This will show your ads in the Display Network and targets readers or browsing prospects that are actively looking for your competitor or services you offer.
If you are looking to boost your Google Ads exposure and be more competitive in your marketplace, I invite you to visit our website to find out more about McCord Web Services and what we do.
If you are not budget restrained, meaning that you have additional marketing dollars to spend, here is a quick primer on how to know if it makes sense to increase your Google Ads spending budget.
First, look at your campaign level results and sort the data for yesterday. If you did not spend your full budget yesterday, raising your daily budget will have no impact. Make sure to check a few days on top of just yesterday to assure that you are seeing enough results to be sure.
Second, if your program is profitable for you meaning are getting leads which leave room for profit, then the rule of thumb is to increase your ad spend as long as you have a positive ROI or return on investment. Make sure to look at the average cost per conversion when you evaluate what your leads cost versus what you make per lead.
It is important to have an awareness of important facts that are unique for your business such as one out of every ten leads makes a purchase or becomes a regular customer and regular customers typically will stay five years with us and have a lifetime value of X.
I do not recommend raising your ad spend budget without thought to assure that Google Ads is an investment in your growth and not an expense.
That being said for accounts that have taken the approach of increasing the ad spend without a limit while there is still positive ROI, the results can be absolutely, positively, mind boggling and wonderful.