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Google Ads

Taming The 800lb Gorilla

Google Ads

With all the noise online, it’s hard to decipher which marketing channel is right for your business. But listen closely when I say, Google Ads still reigns supreme when it comes to immediate online sales and lead generation.

Sure, Social Media Marketing works, but if you need real time sales, on-demand form submissions, and/or the phone to ring this minute, not tomorrow or next week, then Google Ads/Pay-Per-Click advertising sits on the thrown alone.

Where most business owners fall short:

Google makes pay-per-click sound simple, so business owners try to tackle the beast themselves; not realizing the complexity of the system and ongoing management required to be successful. Often, owners start promoting with Google Ads Express, because it’s easy to get started.

However, it’s even easier to burn through your ad budget. Business owners start PPC marketing campaigns without clear objectives… for instance, not understanding the searcher’s intent, not knowing breaking even costs to get a positive Return-On-Investment, undermining the competition, having under-performing landing page or marketing funnels, and the list goes on.

    Another oversight is not understanding the price of admission on brand new campaigns, or when entering new markets. PPC requires testing and tweaking to find those hidden gems or little pockets of air that breathe life into your business. If you think you can copy what others are doing and be successful… Think Again! If you only do what everyone else is doing, your business will SUFFOCATE!

Google Ads is King, but even the king needs the right council!

Atlanta Marketing Minds will ensure your ad campaigns are strategically structured for optimal success from the very beginning. When you work with us, you’re not hiring a PPC manager, you’re aligning your business with ours to integrate and dominate your market place. We don’t require contracts that lock you in for 6 months to a year, because if you’re not completely satisfied you should be able to move on (Period).

Let Us Breathe Life into your business with continued optimization, split-testing, and reporting that’s proven to make your campaigns profitable, while you focus on the day-to-day tasks of running a business. Right below, you’ll find our Game Plan for taming Google and making them listen to our every command!

Feel free to schedule a consultation today!


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Local

Google Ads

Here’s a breakdown of a powerful local strategy for Google Ads, incorporating the Google Display Network and specific details on optimization:

Campaign Types:

  • Local Campaigns: Leverage these specifically designed campaigns to showcase your business on Google Maps and search results with location extensions.
  • Search Network campaigns: Target high-intent keywords with “near me” or location-specific terms. Include service-related and brand keywords.
  • Google Display Network (GDN) campaigns: Reach potential customers with visually engaging banner ads on relevant websites and partner networks.
  • Call Only campaigns: Encourage phone calls directly from search results for immediate inquiries.

Budget Allocation:

  • Prioritize campaigns driving the most leads or conversions: Track leads generated (calls, website forms, bookings) and allocate more budget to high-performing campaigns.
  • Start with smaller budgets and scale gradually: Test each campaign type before significantly increasing spending.
  • Consider local competition and market saturation: Allocate higher budgets in more competitive areas.

Conversions to Track:

  • Primary: Phone calls, website leads, in-store visits: Track conversions relevant to your business goals.
  • Secondary: Click-through rate (CTR), website engagement: These indicate campaign effectiveness and help refine targeting.

Bidding Strategies:

  • Local Campaigns: Start with “Maximize clicks” to gain visibility, then switch to “Target CPA” or “Maximize conversions” as data accumulates.
  • Search Network campaigns: Consider “Manual CPC” for precise control, then test automated strategies like “Target CPA” or “Maximize conversions.”
  • GDN campaigns: Start with “Cost-per-thousand impressions (CPM)” for broader reach, then test “Target CPA” or “Maximize conversions” for conversions.
  • Experiment and compare: Test different bidding strategies to find the optimal approach for your goals and budget.

Keyword Match Types:

  • Local Campaigns: Leverage broad match with location targeting to capture relevant searches.
  • Search Network campaigns: Use a mix of phrase and exact match for control and high-intent clicks. Consider broad match modifier (+) for wider reach.
  • GDN campaigns: Broad match with interests and demographics targeting for audience reach. Test phrase match for more control.

Ad Types:

  • Local Campaigns: Utilize location extensions prominently and tailor ad copy to highlight unique selling points and proximity.
  • Search Network campaigns: Use responsive search ads for flexibility and A/B testing. Include location and call to action.
  • GDN campaigns: Leverage engaging visuals and clear value propositions relevant to your target audience. Test different sizes and formats.

Testing & Optimizing Ads:

  • A/B test ad copy, visuals, and calls to action: Identify the most effective elements for each campaign type.
  • Track ad performance metrics: Monitor impressions, clicks, conversions, and cost per conversion to assess effectiveness.
  • Refine campaigns based on data: Make informed adjustments to ad copy, targeting, and bids based on your findings.
  • Use Google Ads tools: Leverage features like location targeting tools, audience insights, and experiment builder.

Optimizing Bids for Locations & Time of Day:

  • Location Targeting Adjustments: Set higher bids for areas with higher conversion rates or potential. Exclude underperforming locations.
  • Time of Day Bidding: Increase bids during peak business hours and adjust for slower periods. Analyze historical data to identify trends.
  • Use Location Extensions & Callout Extensions: Highlight specific locations and their unique offerings.
  • Experiment with Bid Adjustments: Test different adjustments and monitor their impact on conversions and budget.

Additional Tips:

  • Claim and optimize your Google My Business profile: Ensure accurate information, positive reviews, and engaging photos.
  • Run promotions and special offers: Highlight these in ad copy and landing pages to incentivize action.
  • Track offline conversions: Integrate call tracking and other methods to capture the full picture of campaign impact.
  • Stay updated with Google Ads changes: Adapt your strategy based on new features and best practices.

Remember, the best local strategy is an ongoing process. Continuously test, analyze, and refine your campaigns to maximize reach, engagement, and conversions within your local market.

E-Commerce

Google Ads

There’s no one-size-fits-all “best” strategy for Google Ads in ecommerce, as it depends on your specific business and goals. However, I can share some effective practices and considerations to get you started:

Campaign Types:

  • Shopping Ads: Showcase your products with high-quality images and relevant information. Prioritize best-selling items and optimize your product feed for keywords.
  • Search Ads: Target high-intent keywords people use when actively searching for products. Create compelling ad copy that addresses their needs.
  • Dynamic Remarketing Ads: Retarget website visitors who didn’t convert, reminding them of products they viewed or abandoned carts. Leverage dynamic product ads based on their browsing behavior.
  • Performance Max: Google’s automated campaign type reaching audiences across various channels with optimized creatives and targeting. Can be good for testing and scaling.

Budget Allocation:

  • Prioritize campaigns with higher ROI: Allocate more budget to campaigns driving the most sales or conversions based on return on ad spend (ROAS).
  • Start with smaller budgets and scale gradually: Test different campaigns and ad groups before significantly increasing spending.
  • Consider seasonal trends: Allocate more budget during peak seasons when customer demand is higher.

Conversions to Track:

  • Primary: Purchases: Track completed purchases for the clearest measure of campaign success.
  • Secondary: Add to carts, initiate checkouts: These indicate purchase intent and help optimize campaigns before final conversions.
  • Website engagement: Track metrics like page views, time on site, and bounce rate to assess overall campaign impact.

Bidding Strategies:

  • Start with Manual CPC: Gives you precise control over bids for each keyword.
  • Transition to automated strategies: As you gather data, consider Target CPA (cost per acquisition) or Maximize Conversions for efficiency.
  • Experiment with different options: Test automated strategies against manual bidding to find the best fit for your goals.

Keyword Match Types:

  • Broad Match: Captures a wide range of searches but can lead to irrelevant traffic. Use with caution.
  • Phrase Match: Matches exact phrases and close variations, offering good reach with some control.
  • Exact Match: Matches only the exact keyword, ensuring highly relevant traffic but potentially limiting reach.
  • Broad Match Modifier: Control broad match by adding “+” before keywords you want to match exactly.
  • Test and refine: Use a mix of match types, monitoring performance and adjusting based on results.

Ad Types:

  • Responsive Search Ads: Google generates multiple ad combinations based on your provided headlines and descriptions, optimizing for best performance.
  • Shopping Ads: Showcase product images, titles, prices, and merchant information visually appealing way.
  • Dynamic Remarketing Ads: Automatically generate ads based on your product feed and user behavior, highly relevant and personalized.
  • Experiment with different formats: Test various ad types to see which resonate best with your audience.

Testing & Optimizing Ads:

  • A/B testing: Compare different ad copy, keywords, landing pages, and targeting options to identify the best performers.
  • Track ad performance metrics: Monitor impressions, clicks, conversions, and ROAS to gauge campaign effectiveness.
  • Refine campaigns based on data: Make informed adjustments to improve ad copy, targeting, and bids based on your findings.
  • Use Google Ads tools: Leverage features like keyword planner, audience insights, and experiment builder to optimize campaigns.

Additional Tips:

  • Optimize your product feed: Ensure product titles, descriptions, images, and categories are accurate and relevant for search.
  • Create high-quality landing pages: Offer a seamless user experience with clear product information, strong calls to action, and fast loading times.
  • Retarget website visitors: Capture abandoned carts and remind potential customers about their interest with dynamic remarketing campaigns.
  • Stay up-to-date with Google Ads changes: The platform evolves regularly, so stay informed about new features and best practices.

Remember, success with Google Ads for ecommerce requires continuous testing, optimization, and adapting your strategy based on data and your specific business needs. Start by implementing these recommendations and iterate based on your results to achieve your campaign goals.