Google Ads Management: How To Manage Your Google Ads Like An Expert In 2022

Formerly known as Adwords, Google Ads, is one of the most powerful and popular marketing tools today. This guide explores how to reach the maximum potential with your campaign. 

Google is by far the most popular search engine. On a daily basis, there are more than 4 billion different search queries. Users explore the tool to ask questions, find products and services, or keep a check on updates. 

This is why it is so important for advertisers and business owners to have a firm understanding of Google Ads and how to make the most of this resource. The online advertising platform allows you to display anything from service offerings to videos and products.

Setting up your Google Ads campaign can seem easy as well as user friendly using Google’s default ‘Smart Mode’, however, Expert Mode provides access to more Google Ads features and allows experts to set up campaigns using industry best practice, ensuring the right setup for optimal performance. As such, you might want to think about exploring how to manage your Google Ad campaign the right way. 

It’s important to be as hands on as possible with your Google Ads management to get the right results here. 

In this guide:

Manage Your Google Ads Like An Expert In 2022

Start By Checking Your Current Ad Performance 

First, you need to ensure that you are exploring your current ad performance. Check what’s working and what needs improvement. Key metrics worth exploring include:

  • Impressions
  • Clicks
  • Click-Through Rate
  • Cost per Click (CPC)
  • Conversions
  • Cost per Conversion
  • Conversion Rate

Impressions refer to how many times an ad is displayed and viewed through Google. Increasing your budget will give you higher impressions and more visibility for your campaign. 

Clicks are critical. More clicks means that your ad is making the right type of impression and causing users to engage with it. If you’re not gaining clicks, there could be an issue with your copy or the ad targeting that is part of your campaign. 

Conversions happen after the click and occur when a user takes the action you want them to. This doesn’t always mean a successful sale. It could mean providing you with contact details or any other action you need. 

Explore Your Ad Targeting 

Once you explore your key metrics, you should then consider your ad targeting. Targeting is crucial in determining whether you are reaching people who will be interested in your ad. You should explore elements such as:

  • Keywords – The basis for Search ads but not available for Shopping and other campaign types
  • Demographics – targeting with age, location, or specific devices
  • Affinity audiences – utilizing search and display networks to reach an audience
  • Custom Intent audiences – choosing keywords related to people who have engaged with other similar content
  • In-Market audiences – whether people have a history of searching for products or services like yours 

Run A-B Testing 

Are you not sure that an element of your ad is working effectively? If so, then you should consider running A-B testing or multivariate testing. A-B testing allows you to run to different versions of your ad at the same time with various parts changed. For instance, you can change and compare elements such as the:

  • Description
  • URL
  • Headline
  • Offer 

Any of these factors could be hurting your campaign and may need to be changed to a better alternative. The only way to find out what the issue is will be by testing things one step at a time. 

Don’t Forget About Negative Keywords 

Negative keywords are critical to running an effective and efficient marketing campaign. If you don’t think in terms of negative keywords, then you’re going to waste a lot of time, money and resources. Using negative keywords is also a great way to increase your click-through rate. Without using negative keywords, you could be wasting thousands of pounds each month, depending on the size of your campaign. Essentially, negative keywords help you narrow things down to the people who are more likely to be interested in your ad. 

For instance, you can use negative keywords to ensure that your ad doesn’t appear for people searching for more general products if you provide for a specific niche. If you are running a new campaign, it is also advisable to explore utilizing phrase match and exact match keywords but not broad match. This will ensure that your ad is only viewed by people who are searching for products or services like the one that you are selling. It avoids you wasting a lot of money in the early days of your campaign.

Creating a negative keyword list will usually take about five minutes. But this will likely need to be changed and added to as your campaign continues, meaning you’ll need to regularly run Search Query Reports (SQRs) and add new negative keywords. That’s why it can be useful to have professional help with elements like this that are part of a successful campaign. A Google Ads (Adwords) management agency can help you ensure that your campaign remains effective.

Choosing The Right Bidding Strategy For Your Google Ad Campaign 

Bidding is an essential piece of the puzzle when managing a Google Ad campaign. There are countless options when it comes to bedding campaigns. Google provides several SMART bidding strategies. However, you may want to start with a manual cost-per-click campaign. In doing so, you can ensure that your account builds up plenty of data that you can use to improve your overall performance. 

Smart Bidding Strategies

As mentioned, there are a variety of smart bidding strategies that you can use. Examples include:

Enhanced Cost Per Click 

Here, manual bids are automatically adjusted up or down for users more or less likely to convert. You would use this option in conjunction with manual cost-per-click bidding.

Maximize Conversions (with Target Cost Per Action)

If you are interested in optimising for conversions, you can explore using Maximize Conversions with a Target CPA. This will help you to increase conversions while targeting a specific cost per action at the same time. 

Maximize Conversion Value (with Target Return On Ad Spend)

You can set a ROAS target with this bid strategy that will allow you to optimise for conversion value and at the same time target a specific return on ad spend. 

Target Impressions Share

If the goal of your campaign is to increase visibility, you can opt in for Target Impression Share. This bid strategy will set bids depending on your goal: showing your ad on the absolute top of the page, on the top of the page, or anywhere on the Google search results page. You can also add a maximum CPC limit for better control.

We hope this helps you understand some of the key elements that you must consider to ensure that you are managing your Google Ad campaign effectively in 2022. Remember, while it’s easy to set up a Google Ad campaign, it’s more difficult and time consuming to ensure it’s set up using industry best practice and manage it effectively on a daily basis. That’s why it’s important to hire a professional PPC team who can handle this part of your marketing for you and deliver the results you need.

Mihnea - Operations Director

Mihnea is an experienced marketing and operations director having managed the digital marketing strategy and execution across a number of channels for businesses of all sizes including global brands such as E.ON, Virgin Money, William Grant and Panasonic.

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