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Google Ads and PPC Management
Google Ads is a great way to boost online visibility and traffic, and we help our clients set up, manage, optimize, and monitor their ad accounts for maximum effectiveness.
Managing Google Ads involves researching and selecting keywords, organizing those keywords into campaigns, creating ads for those campaigns, and creating and/or optimizing landing pages for those keywords and ads. The effectiveness of the pay-per-click campaign hinges on having high-quality scores for keywords. Increasing quality scores reduces the amount you will pay for each click and will increase ROI over time as cost per click goes down.
New campaigns typically start with lower quality scores, so we launch new campaigns with lower starting budgets to increase quality scores before increasing expenditures. The account history will play a role in the quality score, and we want to build a solid history and get costs per click down before increasing expenditures significantly. The balance between account history, Quality Score, and Ad Rank all impact how effective the PPC campaign is and how much return is generated from the marketing investment.
Chesapeake Financial was struggling to get results from their Google Ad campaigns. They had a 1.69% conversion rate that was creating a $752 cost per conversion. With a campaign restructuring, new ads, and better keyword and audience targeting, we are now seeing a 400% increase in conversion rates (up to 6.74%) and a new cost per conversion of $64.
The process to get here involved testing ad copy, updating the landing page experience, and getting the right mix of keywords and match types. The return on ad spend is better than its ever been, and with the new qualified leads coming in, the company is growing at a healthy rate.
With better targeting and better overall quality scores, our average cost per click was reduced from $12.71 to $4.32 per click.
Lamar Law Office benefits from SEO services and Google Ads. Their Google Ads campaigns have improved from a 2.9% conversion rate to 10.2% conversion rate, creating a significant increase in lead volume.
In addition to the increased leads, the average cost per lead (CPA) has decreased from $106 per conversion to $60 costs per conversion, with around 80 leads coming in per month at the time of publishing.
The improvements have come from better managing both ads and keywords, and getting a focused approach to ad groups, keywords, ads, and landing pages. With this new, specific advertising approach, there is a better match of searcher intent to ads and landing pages, driving more than a 300% increase in conversion rate.
The campaign creation helps get a new campaign off the ground and running. We'll do the keyword research, campaign creation, ad creation, conversion tracking, and ad collateral for display campaigns. What you get includes:
We'll identify keyword targets and best match cases based on volume, click-through rate, intent, and locations. The keywords are compiled and sorted into related groups.
SEOteric will create campaigns and set up campaign configurations for the ad groups that will go with each campaign. Bid adjustments, targeting, and preferences will be set for each campaign.
For each additional campaign, we'll create ad groups and ads
With Keywords divided into relevant groupings, we can begin creating Ad Groups to target a specific set of ads for the keyword Group. The more relevant the ads are to the keyword group, the better our ads tend to perform, and the better our quality scores can be.
For campaigns with lots of products and services, it often makes sense to further divide up those services into more specific ad groups. Each additional ad group is $100 each.
With Ad Groups in place, we'll begin creating the Ads for each Ad Group. Each Ad Group should contain at least 3 or more ads, and we'll create creative messaging for the ads to help affect click-through rates.
We will create animated display ads that can be used for the display network and for remarketing. *(Or 15% of ad spend, whichever is greater)* Our Google Ads management uses a data-driven approach to refine and optimize campaign performance to get the most return on ad spend. You'll get trend analysis and machine learning via Opteo, and an ad specialist overseeing your account.
We'll identify keyword targets and best match cases based on volume, click-through rate, intent, and locations. The keywords are compiled and sorted into related groups.
SEOteric will optimize the campaign structure and settings to enhance performance. We'll look for opportunities to improve focus, keywords, ads, and ad copy to get the best results.
We'll monitor search terms to identify new keyword opportunities and add those to the keyword mix.
While we filter through search terms, we will also identify keywords that don't lead to conversion opportunities and exclude those.
We leverage Opteo to identify trends and test ad performance, as well as identify both positive and negative trends in ads, keywords, settings, etc to make refinements as needed.
You'll get a dashboard with all of your important data like clicks, costs, costs per conversion, conversion rates, and other important ad metrics.
We'll provide a highlight of improvements, challenges, and insights based on the discovery from the time period, and discuss opportunities for growth by amplifying ads and campaigns that work and make budget recommendations based on performance. The process for creating and launching your Google Ads campaign is outlined below.
Discovery: We define your business metrics to determine cost per click amounts and the amount per conversion. These metrics will help us keep costs in line with the expected revenue generated so we can maximize your ROI.
Design: We design campaigns, research keywords, and analyze ad copy and match that with landing page copy and calls to action.
Development: The campaigns, keywords, ad copy, and landing pages are set up and reviewed in Google Ads. We look at searcher intent to identify potentially higher converting terms, competition and types or businesses competing for those keywords, and make sure that searcher intent matches calls to action and landing pages.
Deployment: Campaign budgets are established based on potential click-through and expected conversion rates. Once budgets are established, campaigns are activated and monitored for performance.
One of the most common ad types is search ads. These are text ads that appear at the top of search results pages when a user does a search in Google. These ads typically include a headline, a short description, and a link to the landing page.
Search ads are the most common because they tend to be one of the most effective pay-per-click ad types available. Many users doing searches in Google already have a need with an intent to act on it. This intent to act means there’s a much more likely opportunity to earn business through search ads. Because of this intent, Google search ads tend to be a higher cost-per-click than other ad types, but also tend to have higher conversion rates than other ad types.
Here at SEOteric, we manage a lot of Google Ads campaigns for clients across many industries and locations. We handle Add accounts for franchises, multi-location businesses, and single-location businesses in addition to service providers targeting a service area. Our benchmarks for success begin at industry averages with an expectation to beat those averages. We always strive to beat averages for conversion rate, click-through rate, and cost per conversion on our accounts. We have a continuous improvement and refinement process that helps us squeeze more and more out of ad spend, giving us higher returns on ad spend and higher ROI.
Google display ads are visual ads that show up on the Google Display Network. These ads might be images, gifs, or animated graphics using HTML5 or Google’s Amp ads format. Display ads can show up across millions of third-party websites and apps and even in Gmail or YouTube ads. Unlike search ads which appear when someone does a search in Google, display ads are more of an interruption type of marketing where ads are presented to users on websites that are relevant to the ads. You can set up targeting for display ads based on locations, interest, demographics, and Audiences from a remarketing list or similar. This allows you to get your brand message in front of users who may not have yet searched for your products and services, or in front of users who may have had a prior interest but did not convert.
Two of the most important aspects of display advertising in Google are how you target your audiences and the creative assets you use. We’ll take a look at targeting and creating effective assets for your Google display campaigns.
When it comes to e-commerce and product-based marketing, Google shopping ads are another tool in the tool kit to get your products in front of users. Google shopping ads are typically the product Carousel that you see at the top of search results Pages for product searches. These ads tend to include a product image, a short description, the price, and the link to the landing page.
Getting ads in Google shopping requires you to have a Google Merchant Center account. This is the place where you provide the data for all of your products. Google Merchant Center has a specific data format where you can upload and add your products to Google Merchant Center. From here, you can decide which products or groups of products to advertise.
The real optimization for Google shopping ads occurs at the product data level. When we take on the management of Google shopping ads, we start with your data to make sure that your titles, image names and alt descriptions, product descriptions, and categories are all optimized to give you the best opportunity for your ads to show for relevant searches. This often includes things like SKUs, features, and differentiators being added to your data.
Google local ads are a fairly new ad type allowing you to target a local service area with advertising. These ads may appear in Google search results Pages and Google Map pages. These ads are triggered when a user does a search for a product or service you offer in your targeted market. These ads can be incredibly beneficial for local businesses who work within a designated radius around their locations like restaurants, department stores, or even service providers in a market. The primary goal of local search ads is to get people to visit your location. Typical conversion points on these ads are going to be calls to your business or clicks for directions.
This is a relatively new ad type, and still has a relatively low cost per click compared to search campaigns. These local ads are really good at creating actions for your local business, and we have some restaurants averaging around $2 cost per conversion. If you have a local brick-and-mortar business, it’s certainly an ad type to consider. There aren’t a lot of levers to pull in this ad type yet, so the main focal points of testing and refinement are around your location targeting, and the assets you use for your ads. Ad assets will include headlines, descriptions, images, and your logo. We test different variations of ad assets to make sure we’ve got the best chance at converting users into actions.
Local service ads are a bit different than local ads in Google. Local service ads or a specific ad type for local service providers in an area. These ads typically come with the Google guarantee for Google screened badges and are reserved for certain types of businesses in specific markets.
Local service ads will appear at the top of search results pages and are triggered when a user performs a search that matches your business offering and category. Users can click on your ad and either send a message directly to you or call your business. These actions are then tracked as conversion points for the ad campaign.
One major difference between Local Service Ads and other ad types is that with local service ads, you will pay per lead for these types of conversions. And the cost per lead is going to be determined by the competitive nature of your market and your category.
In order to run Local Service ads, you will have to go through a process of screening, like background checks and license checks. You also agreed to allow Google to determine who warrants a refund of services, and for some businesses, that may or may not be acceptable. We’ll help you navigate what the right ad types are for your budget and your business.
Video ads on YouTube are another popular ad type. Video ads allow you to add video content 2 YouTube videos relevant to your target audience. These ads can play before or during YouTube videos, allowing you to get short messages to people who are likely to be interested in what you’re offering. Much like with any other interruption-based advertising, you need to be concise with your message, offer, and call to action. with the concept of “stop the scroll”, you need to capture attention within the first five seconds.
As more and more content gets consumed in video format, YouTube is becoming a better and better option to get a message in front of an audience likely to convert. Unlike search ads, video ads will take a higher amount of Impressions and frequency to create action, so you do tend to see a lower cost per click and lower conversion numbers from these types of campaigns, but given time, they can be very effective at moving the needle at a reasonable return on ad spend.
Much like display advertising campaigns, with YouTube video ads, the audience targeting and the creative assets you use are going to have a massive impact on how your ads form, so you want to get your audience targeting right, and have some time and budget to allow testing. Getting a video that’s engaging enough to capture attention and to lead to clicks and conversion is also critical. SEOteric can help you meet both of these challenges to ensure you’ll get the most out of your ad spend.
The campaign creation helps get a new campaign off the ground and running. We'll do the keyword research, campaign creation, ad creation, conversion tracking, and ad collateral for display campaigns. What you get includes:
We'll identify keyword targets and best match cases based on volume, click-through rate, intent, and locations. The keywords are compiled and sorted into related groups.
SEOteric will create campaigns and set up campaign configurations for the ad groups that will go with each campaign. Bid adjustments, targeting, and preferences will be set for each campaign.
For each additional campaign, we'll create ad groups and ads
With Keywords divided into relevant groupings, we can begin creating Ad Groups to target a specific set of ads for the keyword Group. The more relevant the ads are to the keyword group, the better our ads tend to perform, and the better our quality scores can be.
For campaigns with lots of products and services, it often makes sense to further divide up those services into more specific ad groups. Each additional ad group is $100 each.
With Ad Groups in place, we'll begin creating the Ads for each Ad Group. Each Ad Group should contain at least 3 or more ads, and we'll create creative messaging for the ads to help affect click-through rates.
We will create animated display ads that can be used for the display network and for remarketing. *(Or 15% of ad spend, whichever is greater)* Our Google Ads management uses a data-driven approach to refine and optimize campaign performance to get the most return on ad spend. You'll get trend analysis and machine learning via Opteo, and an ad specialist overseeing your account.
We'll identify keyword targets and best match cases based on volume, click-through rate, intent, and locations. The keywords are compiled and sorted into related groups.
SEOteric will optimize the campaign structure and settings to enhance performance. We'll look for opportunities to improve focus, keywords, ads, and ad copy to get the best results.
We'll monitor search terms to identify new keyword opportunities and add those to the keyword mix.
While we filter through search terms, we will also identify keywords that don't lead to conversion opportunities and exclude those.
We leverage Opteo to identify trends and test ad performance, as well as identify both positive and negative trends in ads, keywords, settings, etc to make refinements as needed.
You'll get a dashboard with all of your important data like clicks, costs, costs per conversion, conversion rates, and other important ad metrics.
We'll provide a highlight of improvements, challenges, and insights based on the discovery from the time period, and discuss opportunities for growth by amplifying ads and campaigns that work and make budget recommendations based on performance. 
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