Greenlite SEM: Setting Up Google Ads

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Setting up a new Google Ads campaign is the beginning of your businesses foray into monetizing your marketing. Of all the various ways to market a business, Google Ad Campaigns, allow you to set a budget and by using an advanced algorithm, pretty much hit your target goals every time. Sounds easy? Well simple and easy can sometimes get confused with each other. Although set up is simple, getting the return on investment and optimizing your campaign spend are not what most would call easy. Google uses a data driven algorithm that 'learns' the behavior of your website visitors and attempts to optimize ads and ad rotation to produce the conversion actions you choose. There are quite a few different conversion actions to select from. Add to carts, adding payment information, completing lead forms and actual purchases are just a few examples of conversions that can be tracked and optimized for. Using the Google Ads tracking pixel you can record conversions, enabling you to get a quite accurate idea of what your actual return on investment is. The basic premise of Google Ads is based on bids made on the keywords and phrases you choose to target. The cost per bid or Cost-per-Click (CPC) charged each time your paid link is clicked is determined by differing factors, most importantly Quality Score. Each individual ad you create is given a numbered score between 1 and 10, based on 3 determining factors; Ad Relevance, Landing Page Experience, and Expected Click-Thru Rate.

Google defines these factors as follows:

• Landing Page Experience: "The landing page experience status describes whether your landing page is likely to provide a good experience to customers who click your ad and land on your website." (Learn More...)
• Ad Relevance: "Ad relevance measures how closely related  your keyword is to your ads. There are 3 possible statuses your keywords can have."
• "Above Average"
• "Average"
• "Below Average"

"Having an "average" or "above average" status means that there are no major problems with this keyword's ad relevance when compared to all other keywords across Google Ads. A "below average" status means that your ad or keyword may not be specific enough or that your ad group may cover too many topics. Try creating tightly-themed ad groups by making sure that your ads are closely related to a smaller group of keywords." (Learn More...)

• Expected Click-Thru Rate: "A keyword status that measures how likely it is that your ads will get clicked when shown for that keyword, irrespective of your ad's position, extensions, and other ad formats that may affect the prominence and visibility of your ads.
• This status predicts whether your keyword is likely to lead to a click on your ads. Google Ads takes into account how well your keyword has performed in the past, based on your ad's position. The expected click-through rate (CTR) that Google Ads provides for a keyword in your account is an estimate based on the assumption that the search term will match that keyword exactly. At auction time (when someone's search terms triggers one of your ads), Google Ads calculates a more accurate expected CTR based on the search terms, type of device, and other auction-time factors." (Learn More...)

Again, relatively simple, but far from easy! Simply put, even after you master the art of maintaining a high Quality Score for all your ads, there are still quite a few factors and strategies that will affect your campaigns R.O.I. (return on investment). A websites user experience or UX, can greatly influence the performance of the best set-up Google Ads campaign. Optimized fully, an Ad account will push tons of intent driven traffic to your site, however, a website with a very poor UX will basically squander the high-quality visitors you have unfortunately already paid. Contact Greenlite SEM and our elite Web Design team to upgrade your site and user experience today!