Google Adwords can bring instant leads to your business. Unfortunately, setting up Google Advertising campaign is not as simple as Google wants us to believe.
If you don’t know what you are doing, you could end up paying premium prices for each click and may accumulate astronomical advertising charges. It is therefore advisable to get professional help, at least with setting up your initial campaign.
Getahead Online offers complete Google Adwords campaign set-up and ongoing monthly monitoring. We have helped many clients half their advertising costs by structuring their campaign correctly and by selecting the right keywords.
If you would like us to do the same for you, contact us.
Google Adwords Campaign Management
Google Adwords Campaign Management consists of two steps – initial campaign set-up and ongoing monitoring.
Google Adwords Campaign set-up involves:
- Keyword Research
- Competitive Analysis
- Campaign KPIs set-up
- Targeted Keywords selection
- Google Adwords Account Creation
- Ad creation (usually multiple ads are created per each keyword)
- Landing page/pages creation (or tweaking your existing web pages)
- Autoresponder set-up
- Google Analytics set-up (goals & milestones)
- Campaign Launch
Adwords Quality Score
Adwords Quality Score is an estimate of how relevant your ads, keywords and landing page are to a person seeing your ad. Having a high Quality Score means that our systems think your ad, keyword and landing page are all relevant and useful to someone looking at your ad.
One of the objectives of the campaign set-up is getting an above average quality score for each keyword, as the quality score determines the cost you will be paying for your clicks.
Having a low/poor Quality Score, on the other hand, means that your ads, keywords and landing page probably aren’t as relevant and useful to someone looking at your ad.
Your AdWords Quality Score is determined by several factors:
- Relevance of ad copy to the keyword
- Relevance of the ad to its corresponding landing page
- The ad’s click-through rate (CTR)
- Historical account performance
- Other relevance and performance factors
To understand fully how Adwords Quality Score works, have a look at this short video below:
How Quality Score affects you
The quality score of your keywords effects:
- ad auction eligibility
- your actual cost per click
- first page bid estimate
- top of page bid estimate
- actual ad position
You can read more about it on Google Pay Per Click (Adwords) Support page.
Pay Per Click Management | PPC Campaign Monitoring
If you are somewhat familiar with PPC advertising, then you know thatin order for it to be successful, it requires careful monitoring. You need to meticulously track conversions of each Ad while constantly adjusting the bids, so your business gets the most clicks out of the pre-defined advertising budget.
Campaign monitoring often involves “Split testing” alternative Landing Pages to see which Landing page converts better, i.e. which page makes visitors buy, join the mailing list, click on etc.
Ad performance is measured by CTR or Click Through Rate. CTR is the ratio of a number of times an ad was clicked in relation to the number of times the ads was displayed. It is normally expressed as a percentage.
The average statistics on Google Ads CTR are as follows:
- Less than 0.5% is considered extremely bad, and in fact your ad is disabled after it receives a thousand impressions
- Less than 1% is considered bad
- 1-2% is mediocre
- Greater than 2% is pretty good
- A CTR greater than 4% is fantastic
The CTR on Facebook Ads is much lower.
Other popular KPIs used in managing an advertising campaign are:
- CPC (Cost per click)
- CPL (Cost per Lead)
- Bounce Rate
- Time on Site
Adwords Campaign Set Up and Monitoring Services
We normally charge a fixed fee for setting up a campaign. The fee depends on the number of targeted keywords and it starts at €300 plus VAT.
Our campaign monitoring services start at €50 per week, again the cost depends on the size of campaign and the number of ads we are monitoring. Campaign monitoring includes daily tweaking of ads, monitoring their CTR, adjusting bids, watching the budget and pre-agreed KPIs.
You normally get a weekly report on the budget spent and the campaign performance.
If you would like to find out how Google Pay Per Click Advertising can generate instant leads for your business, contact us.