What platform is best?? So many clients we talk to hammer on this question. The truth is any platform can be great. But it has to be a good fit for your goals. TikTok is great for visibility, Facebook is great for traffic, and Google can pick up the rest. They all work together when you have the budget for it, but a lot of people don’t have 6-7 figure advertising budgets. We understand that every dollar counts so this week we dive into how to set your Google Ads account up for success in 2022. Last week, we talked about maximizing your results and in hindsight, this blog probably should have came before. But hey, it’s an odd month with only 28 days – we should be good!
- Define your objectives and KPI’s
While this is one of the most important steps in our opinion, you would be surprised to find that not a lot of small-mid sized companies know what their KPI’s are for digital advertising. We usually get, “Well I want to decrease my costs and increase my sales (or leads)”. Great! Me too, and every business for that matter, but they operate on opposite sides of the spectrum. Don’t get us wrong, it’s definitely possible, but it takes a lot of heavy lifting of brand building to get to that point. To help guide this process rather than receiving that generic answer, we ask:
- Do you want more sales or more of a balanced approach
- How much are you willing to spend for a sale
- What is the lifetime value of a customer
- What is the AOV of your consumers
If they don’t know the answer to the last three, getting access to their account and doing some math will help paint the picture of what needs to happen. Otherwise, throwing out an obscene number for CPA usually gets them thinking in the right mind set.
- Research
There are countless sites you can dig into. Some of our favorites include:
- Spyfu (awesome keyword research tool and gives you an idea of how much advertisers are spending on Google. This one is almost too good to share)
- SEMRush (another awesome keyword research tool)
- Google search (look into what you would likely target and see what competitors are doing)
Historically data is also important. Looking deep into your Google analytics and Ads account to see traffic trends, search trends, CPC averages and so on are great for the research arsenal.
- Structure
If you read our last blog, you will know that we are architecture snobs. Structure is everything to us and makes us happy marketers! When we dig into an account for the first time, we look at all advertising efforts and make a best judgment call on how it should be structured. We try to use as much data in the account as possible and go from there. Our accounts usually look like this (Dependent on accounts, but this is the general set up):
- Separate ad groups (broad, exact, phrase within each campaign. Broad is used as discovery for search terms and move into the latter)
- YouTube for traffic
- Brand defense for competitor deterrence
- Brand conquesting for poaching potential customers
- Performance Max once enough data has been collected
BONUS
Rules and Automation
If you’re feeling up for this tool Google Ads has to offer, it can be very beneficial to your account as a whole, especially when launching campaigns. For example, if you are trying to send traffic to a site to increase visibility, you can set rules to raise or decrease bids based on click-thru rates. This is a very basic example, but you can get much more intricate.
Setting up an effective Google Ads account in 2022 is still highly possible for anyone to set up. Regardless of how much you are spending on advertising, a portion should be going to Google so you have some visibility online. If only a little, bidding on brand defense to ensure you are coming up first could be the best use of your spend. There are obviously a lot of nuances when setting up campaigns, but these are some easy steps to take to ensure you are making the best use of your advertising budget.
Who is Finden Marketing?
Finden Marketing is Duluth, Minnesota’s leading Gen Z & Millennial marketing agency. With years of experience, over a million dollars of ads managed, and a dedicated team we can help grow your business to its true potential. Our team offers a wide range of services, including PR, Branding, Content Creation, Paid Media, Graphic Design, and Web Development. With over 50 projects in the bag, Finden Marketing is becoming a staple marketing agency in Duluth, Minnesota. With awards including the Duluth News Tribune Best of the Best and Upcity’s top digital marketing agencies.
Thanks for reading how to set up Google Ads account effectively
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