Google Ads can give businesses a much-needed leg-up over the competition by creating ads that resonate with specific audiences. However, getting started with Google Ads can be a bit of a dark art. There are so many things to consider, from ad copy, to audience targeting, to measurement and reporting.
A Google Ads agency can help you to get the most out of your advertising budget by managing your campaigns effectively and reporting on progress. A highly optimised Google Ads campaign can generate the best possible return on investment for your marketing budget – a metric that some businesses lose sight of when creating their own Ads campaigns.
Here are some ways a Google Ads agency can improve the performance of your paid advertising.
1. Improve ad copy
One of the most important aspects of any Google Ads campaign is the ad copy. This is what will determine whether or not your target audience clicks on your ad. A Google Ads agency will have a team of experienced copywriters who can craft ad copy that is both attention-grabbing and relevant to your target audience.
Here are some of the best ways to improve your ad copy:
- Focus on creating an enticing promotion or offer
- Use powerful and emotion-evoking words
- Include a sense of urgency
- Tell them what they need to do (i.e. call now, click here)
You’ll know when your ad copy is working when you see an uptick in conversions. The more enticing and targeted the language of an ad, the more relevant it is for your audience, and the better it will perform.
2. Target the right audience
Another important aspect of any Google Ads campaign is targeting the right audience. If you want your ads to be effective, you need to make sure that they are being seen by the people who are most likely to be interested in what you have to offer. A Google Ads agency can help you to target your ads more effectively by using a variety of tools and techniques.
There are many ways you can target your audience, including:
- Age and gender demographics that impact search behaviour
- Location to give relevant, local results for services
- Interests, also related to search behaviour
The best way to ascertain whether you have the right audience is by checking for a disparity between your impressions and conversions. If people are seeing your ad and not clicking on it, you are likely targeting the wrong audience.
3. Measure and report on progress
A good Google Ads agency will also measure and report on the progress of your campaigns regularly. This information can be used to make necessary adjustments to improve the performance of your ads.
Google Ads reports can give you insight into:
- Campaign performance via return on investment
- The number of people who have seen your ad
- The number of people who have clicked on your ad
- The number of people who have converted after seeing your ad
- Any other conceivable metric in Google Analytics
Your Google Ads agency should strive for the absolute best in clarity and transparency. Marketing budgets are big business, and as a business owner, you deserve to know where every single dollar is being spent.
4. Optimise campaigns for better results
Finally, a Google Ads agency can also help you to optimise your campaigns for better results. This may involve changing the settings or targeting options, or adding new keywords.
Campaigns should be reviewed every month, ideally. You might not need to optimise your campaigns every single time, but you should always check to see if your conversion rates are in-line with averages in your industry.
By working with a Google Ads agency, you can be sure that your campaigns are being managed effectively and that you are getting the most out of your advertising budget. But don’t just rely on blind faith that your agency is doing the right thing.
Google Ads agencies should be able to show how they’ve helped clients work towards finding success in the above 4 sections. As a business owner, you should always request case studies, testimonials, and other evidence from your Google Ads agency. That way, you can rest assured that you’ve made the right decision, and that your marketing budget is being used effectively.