We leave no stone unturned in building a best-in-class Google Ads account. This starts with an immersion session, where we’ll seek to understand your various services and products. We’ll also review your website hierarchy, with the final goal of building thematic groups of ads. For example, if you’re a cosmetic dentist and offer teeth whitening and teeth straightening, we would build a campaign for both of these services, each with their own ad creative, bidding strategy and conversion tracking.
From there, we’ll undertake exhaustive keyword research to make sure we’re targeting the right search terms with our ads. This means targeting keywords with commercial intent, whilst ensuring we’re not limiting reach. We generally run a mix of exact match and broad match campaigns. Exact match is when we only deliver an ad if a user searches the exact keyword we bid on, where as broad match can include any search term variation, so long as the keyword is present somewhere. We’ll also set-up negative keywords to exclude search terms we want to avoid.
We’ll also add lots (and we mean lots!) of other refinements to the account that will optimize performance, including setting up an ad schedule to ensure we deliver ads at the best time of the day and week; and applying bid modifiers so we can bid more or less aggressively on various attributes. For example, if your website isn’t optimized for mobile we would bid less on users searching Google on their mobile devices.
Lastly, we’ll perform an on-site audit. This is for a couple of reasons. Firstly, the performance of your website, such as page speed, will impact on the amount you pay per click of an ad as well as how high your ad appears on Google. Secondly, if you’re paying for ads, you best make sure it’s worthwhile. That means optimizing your website for conversions.