Google Ads Maintenance Explained

We know how exhilarating it is to run your own small business and witness it blossom and grow. However, we also understand the challenges that come with attracting new customers and staying ahead of the competition in this digital age. That’s where Google Ads comes in! But here’s the catch – the job isn’t done when your ads account is up and running. To truly make the most of this advertising platform, we need to dive deep into the realm of Google Ads maintenance. Don’t worry, we got you!

In this article, we’ll walk you through how we expertly maintain your Google Ads campaigns, so you can focus on what you do best – running your business!

Essential Google Ads Management

Google Ads require ongoing maintenance to ensure optimal performance and effectiveness. Here are the kinds of maintenance tasks involved, explained in simple terms:

Keyword Management

Keywords are what words or phrases we’d like to use to show your ads on search result pages. Routine keyword management involves:

• Regular reviews and updates of the keywords you’re targeting in your Google Ads campaigns. This is to ensure you’re not wasting money on the wrong keywords.
• Identification of new relevant keywords and remove underperforming or irrelevant ones. This helps you reach the right audience and improve the quality of your ads.

We also:

• Routinely review keywords suggested by Google and assess their viability to serve your goals. Taking these tough decisions off your plate.
• Will openly collaborate with your SEO strategist (if you have one) and/or look into Google Search Console for keywords to take advantage of in your campaign.

Ad Copy Optimisation

Optimising your ad copy involves:

• Continuous monitoring and refinement of your ad copy to make it more compelling and relevant.
• Experiments with different headlines, descriptions, and calls-to-action to improve your ad’s click-through rate (CTR) and attract more potential customers.

Bid Management

We keep an eye on how your ad budget is being allocated so that you don’t have to. Bid management includes:

• Adjusting your bids strategically to control how much you’re willing to pay for clicks on your ads.
• Monitorring the performance of your campaigns, ad groups and keywords; Making bid adjustments to ensure you’re maximising your return on investment (ROI) while staying within your total budget.

Ad Extensions

Ad extensions or “assets” are little extra bits of information that can show up alongside your Search ads. This can help make your ad stand out to potential customers, and take up more visual real estate on search result pages. Here’s what we do:

• Utilise ad extensions to provide additional information or features in your ads.
• Regularly review and update your ad extensions to make sure they are relevant and enhance your ad’s visibility and engagement.

Negative Keywords

Negative keywords are words that we don’t want triggering your ads. An account that isn’t well matinained may have wasted budget when your ads show up on irrelevant search queries. We take care of negative keywords by:

• Identify and add negative keywords to your campaigns. These are keywords that you don’t want your ads to show for.

By excluding irrelevant searches, you can prevent wasting your budget on clicks that are unlikely to convert.

Landing Page Optimisation

Evaluate and recommend improvements the landing pages where users are directed after clicking on your ads. Ensure that the landing pages provide a seamless user experience, align with the ad’s messaging, and encourage visitors to take desired actions, such as making a purchase or filling out a form.

Getting the user to click is half the battle! If there any gaps in your website or overall marketing, we will help you identify these.

Performance Tracking

Monitor the performance of your Google Ads campaigns regularly. Analyse key metrics like impressions, clicks, CTR, conversion rate, and cost per conversion. Identify trends, opportunities, and areas for improvement. We use this data to guide our decision-making and optimise your campaigns.

Google Recommendations Monitoring

Often what Google “recommends” is generic advice that may not suit your unique business goals and brand. We will monitor this for you and let you know what should and shouldn’t be actioned.

Remember, Google Ads is an ongoing process, and regular maintenance is necessary to achieve the best results. By actively managing and optimising your campaigns, you can increase your visibility, reach the right audience, and drive more valuable actions from your ads.