Google is the leading search engine globally, so it’s natural for Google ads campaign marketers to seek promotion through the platform.

Paid advertising empowers you to drive your business forward, showcasing your offerings prominently. No longer reliant on organic discovery, you swiftly and effectively target your desired audience.

Google’s ad platform, originating in 2000, has evolved into a billion-dollar enterprise. Today, we discuss managing your campaign like a true expert.

In this article, we’re learning about how to master the art of Google Ads management. Towards the end, you’ll know the key metrics to monitor, how to optimize your ads, and a few other secrets campaign managers rarely share.

Google Ads Campaign

Getting to Know Google Ads

No wonder launching Google ad campaigns is profitable. Indeed, Google is the only game in town because Google Ads, formerly Google AdWords, is the dominant online advertising marketplace. No one else comes close.

Google claims 83.49% of the search market and is behind more than 60% of organic search clicks on mobile devices in the US.

It’s all down to your Google Ads management. It’s the difference between a lackluster campaign with a mediocre ROAS and a boost in sales that even an experienced Google campaign manager would be proud of.

What is Google Ads Management?

Google Ads management is an active process. While you’re sitting back and relaxing, your competitors are continuously honing their Google ads smart campaigns. They’re tweaking their designs, copy, and keywords to maximize their ROAS and boost their profits.

You’ve set up your campaign! You’ve chosen your keywords and crafted your copy — you’re done, right? Just wait for the profits to pour in? Not exactly. You must improve constantly.

In a nutshell – Google Ads management is the nuts and bolts of evaluating ad performance, adjusting your keywords, altering your designs and copy, and monitoring your metrics to see how your adjustments perform.

Sounds complicated? It is, and it isn’t. With simple tricks and a handful of critical metrics, you can optimize your ads like an expert Google Ad campaign manager.

Challenges in Ads Management

Ineffective campaigns often result in a disappointing ROI, leaving you questioning the value of your investment in paid search ads. Google estimates an average ROI of 100% for their ads, indicating a $2 return for every $1 spent.

If you’re falling short on results, it’s crucial to scrutinize and improve specific areas:

  • Setting Up Conversion Tracking

At first glance, setting up conversion tracking seems straightforward for most advertisers — add the code to a “thank you” page, track the view, and it’s sorted. However, complexities can arise with confident website builders or e-commerce platforms.

Often, businesses need to pay more attention to or need a process for tracking Google Ad campaigns’ conversions from actions like webinar sign-ups or phone calls, which can be trickier to monitor across various ad platforms.

While these actions may pose tracking challenges, they offer crucial insights into your buyers’ journey. Remember, more than merely setting up conversion tracking is required. Testing is equally essential.

Verify your conversion tracking across different browsers to identify any unexpected issues. Leverage tools like the Tag Assistant Chrome extension and Google Tag Manager‘s Preview Mode. Ensure your conversion settings align with the data-driven attribution model.

Use Google Analytics as a backup, set up goals, and monitor them in both Google Analytics and Google Ads to ensure accuracy.

  • Conducting Thorough Competitor Research and Analysis

Your competitors might not only be your main rivals in Google Ads campaigns but staying ahead means constantly monitoring your competition and preserving your impression share.

Regular competitor analysis, facilitated by tools like Google’s auction insights report, is essential to stay informed about the landscape and maintain your competitive edge.

  • Targeting the Correct Audience

Targeting the right audience is often the most challenging aspect of any digital marketing campaign. Audience and keyword research help make informed assumptions about their searches and behaviors, yet successful campaigns rely on more than guesswork.

Effective PPC campaign management requires continuous refinement to ensure your message reaches the precise audience with the intended intent. Good Google Ads campaign management avoids targeting individuals in the research phase and aims to capture those who are ready to purchase.

  • Ensuring Relevance in Search Queries

In today’s digital space, where exact match keywords aren’t precisely “exact,” maintaining relevance in search queries is vital. Regularly reviewing the search query report and incorporating negative keywords is pivotal to filtering out irrelevant and inappropriate terms.

This practice enhances user experience and safeguards your ad budget. Conversely, failure to be vigilant could result in unnecessary spending of advertising dollars.

Google Ads campaign

Critical Metrics in Google Ads Management

Metrics are the secret to ad success. These numbers are how you monitor your engagement and revenue throughout a campaign. If specific metrics drop off, you need to take action.

A Google Ads campaign manager typically looks at around six critical metrics:

1. Impressions

An impression means your ad is displayed and seen by a person on Google. The more you spend, the more impressions you generate. More isn’t, by default, better. Showing your ad to uninterested searchers is a surefire way to waste your ad budget.

2. Clicks

When someone selects your ads, that’s a click. Again, you want the people clicking to be likely to buy your product. Lots of inappropriate clicks can hemorrhage your ad budget.

3. Cost per click or CPC

It’s how much you spend when someone clicks on your Google Ads local campaigns. Your bid, quality score, and ad rank determine how much you spend. Remember, you aim to pay the minimum amount per click.

4. Click-Through Rate or CTR

Divide the number of clicks by the number of impressions and multiply by 100. That’s your CTR. It’s a measure of how successful your ad content and copy are. Do people who see your ad want to click on it?

5. Conversions

When a clicker purchases your product or service, it becomes a customer — a conversion. It’s the holy grail of digital marketing. That’s the whole point. Increasing your conversion ratio is a crucial goal for any business.

6. Return on Ad Spend or ROAS

Divide your revenue by your Google Ads campaign spend — your ROAS. Like a Return on Investment (ROI), it measures your output for your input. In short, how much are you making from what you’re spending? The higher your ROAS, the more money you generate from every dollar you spend on ads.

To learn more about return on ad spend, see our blog post: What is ROAS? Learn Your ROAS Calculation.

Insider Tips for Google Ads Management

Here’s a surprising statistic — only 10% of advertisers routinely optimize their ads weekly. It’s also good news: you can succeed with just a few valuable tips. Ask yourself what a Google Ads campaign manager would do.

Let’s go through some inside advice:

  • Minimize The Clicks Between Your Ad and a Sale

Every additional click a customer needs to make means lost sales. They become disinterested, bored, and distracted. You need to refine your process.

For example, aligning your ads and landing page can significantly boost your profits. Does your ad take your customer to your home page? Why? Because it’s the center point of your website?

Think about it – your customer already knows about your business. If your call-to-action is to “buy now,” – send them to the product page. If you want them to “schedule a consultation,” your landing page should provide them with a means.

  • Keep an Eye on Quality Score

The Google Ads campaign structure streamlines tracking for marketers. It provides Quality Scores and ad quality ratings to assess your campaign’s relevance. Given Google’s secrecy about its algorithm, leveraging available data is wise.

Monitor ad relevance, expected click-through rate (CTR), and landing page experience to benchmark against competitors. Striving for high scores in each component, ideally eight or above, ensures better ad positions in auctions and reduces your cost per click (CPC).

Though ad quality is a newer metric, it holds significant importance. Elevating ad quality positively impacts CPC and overall ad performance.

Google offers suggested headlines, description lines, and popular keywords, especially for search ads. Evaluating headline uniqueness is crucial to test various ad ideas successfully — more on testing shortly.

  • Leverage Smart Google Ads Campaign Management and Bidding Strategies

While relinquishing control might seem daunting, Google’s smart bidding strategies optimize your ads based on your desired outcomes during auctions. These strategies capitalize on Google’s data “signals.”

Accessing details such as location, device, time, language, and more allows precise targeting of the most relevant audience. Innovative strategies provide real-time data advantages, presenting a distinct edge over manual bidding.

  • Continually Identify Negative Keywords

Negative keywords are keywords you don’t want your ad displayed for. Confused? You’ll want to eliminate keywords with a low conversion ratio or associated with brand names and competitors.

Monitoring your keywords and identifying negative keywords is essential for managing the Google Ads campaign structure.

  • Use A/B Testing On Your Ad Copy and Design

A/B testing is an experiment: you show two different versions of an ad and see which has the better response. You can tweak:

  • Your headline
  • Your ad copy
  • Your landing page
  • Your ad extensions
  • Your offer

It’s a brilliant way to find out what’s not working on an existing ad – and to learn what to do going forward.

  • Refine Your Keywords

Not all high-volume keywords are good keywords. Focus on finding high-search intent keywords to drive organic traffic to your site and spark sales.

You’ll also want to identify long-tail keywords that are low to medium in competition but highly selective for your Google Ads campaigns’ target audience.

For example, what’s better — “hire a lawyer” or “hire a lawyer in Denver”? The former will have more traffic and more clicks. However, it’s the latter that will lead to actual sales.

Google Ads campaign

Google Ads Management is the Key to Profit

Managing Google Ads is a complex task, demanding time and expertise. Yet, the investment pays off substantially. Effective ad management results in improved ROI, potentially transforming ads into a pivotal marketing channel for business growth.

Neglecting your Google Ads campaign and digital strategy allows competitors to seize valuable brand recognition among your audience. Typically, conversions don’t occur on initial interactions. Multiple touchpoints are crucial to stand out, grab user attention, and convert them.

You can hire a professional digital marketing agency like Clicta Digital to do the heavy lifting. Contact us today for a free consultation and audit of your Google Ads account with no strings attached!