What Is Campaign Management In Google Ads?

Advertising is the oldest and most promising marketing tool for attracting customers. It has evolved with changing times and has become integral to digital marketing. Businesses understand that customers use search engines to look for business information, compare products and read customer reviews. If they can showcase an ad to them when they are looking for a product, it can increase the probability of sales. Thus, Google Ads have become the most loved marketing activity for digital marketing experts across the globe.

These paid ads help increase brand awareness, boost sales and accomplish business goals. However, these campaigns must be managed and optimised effectively to generate the desired outcome. The marketers must keep updating the campaigns to increase the click-through rate and return on investment. It is an elaborate process that requires consistent performance tracking and adjustments. Let us help you understand campaign management in Google Ads in detail. Since Google is the most used search engine in Australia and has a market share of 93.64%, it is the best platform to reach the audience.

Understanding Campaign Management in Google Ads

Google Ads campaign management is the process of consistently managing and optimising campaigns to get the maximum ROI. A campaign is a set of ad groups that have the same budget, location, and target audience. Businesses offering various products can categorise their ads with the help of campaigns. Managing these campaigns requires regularly assessing the campaign structure to check if it has the right ad groups.

Optimising campaigns includes updating the bid and budget and refreshing the keyword targeting with the help of SEO experts in Gold Coast. Campaign managers also have to improve the quality of ad copies, site link extensions, and landing pages to get the best results. They should also review the target audience targeting settings and the performance of ads.

Steps to Manage Google Ads Campaign Effectively

Here is a list of steps that can help marketers manage and optimise their Google Ads campaign.

1. Evaluate the Performance of Google Ads

Marketers must use the campaign dashboard and Google Analytics, which has been mastered by skilled SEO experts in Gold Coast, to gauge the performance of the ads. The metrics that must be evaluated during this assessment include the click-through rates, cost-per-click, position of the ad, impressions, conversion rates, money spent on the campaign until now, monthly budget and relevance score, which describes the rating provided by Google to the ads and keywords.

2. Use A/B Testing for Assessing Ads

The feasibility of the campaigns can be examined by testing the ad copy and its design. The A/B testing method allows marketers to create an alternative for the ad and then toggle between the two versions to check which is performing better. The alternative versions should have varying content, such as title, description, extensions and display URL. Similarly, the design can be tested by creating alternative ads with different colour schemes, images, videos, call-to-action buttons, etc. Changing a few elements in the alternative versions is better to check if they were responsible for poor performance instead of everything.

3. Revise the Budget and Bids

Budget and keyword bids are the most important parts of managing the Google Ads campaign. The bid made by the marketer is the maximum amount the business can pay for the click. The bids must be optimised regularly to generate clicks and stay within the budget. SEO professionals in Gold Coast suggest using automated bidding to reduce manual tasks by setting the maximum bid. Google Ads will enhance the bids to ensure the business gets the best return on ad spend by using the right keywords.

4. Make Use of Negative Keywords

Many businesses are unable to get clicks because their ads are displayed for the wrong keywords. To avoid this problem, marketers must create a list of negative keywords for the campaign. This ensures that the ads do not appear for irrelevant searches. For example, a plumbing service ad should not show up for electrician and house painting searches.

5. Review Audience Targeting

The marketer must review the audience-targeting elements chosen for the campaign to check if they are targeting the right audience or not. It is vital to understand the buyer’s persona and buying intent. It can help make the correct targeting choices, such as identifying the right demographics, location, customer interests and keywords. According to experts working on SEO in Gold Coast, marketers must use Google Trends and Keyword Planner to determine the search volume and cost per click to adjust the targeting options.

6. Optimise Landing Pages

The quality score provided by Google takes the landing page features into account. The elements evaluated include content quality, relevance, usefulness, mobile-responsiveness and loading speed of the page. It is vital to create an attractive page that has the relevant information related to the copy of the ad.

Wrapping Up

Google Ads campaign management is an ongoing activity that ensures the advertising budget is used wisely. It helps to track, monitor, and improve the ads to achieve higher conversion rates and return on investment.