The Secret to Long-Term Effective Google Ads Campaigns

Have you ventured into Ads advertising? Have you spent a considerable amount of time understanding this type of online advertising?

Did you achieve initial good results but later realized that despite your efforts, the entire Ads account structure was wrongly set up? Have you made changes to the structure of your website during the advertising campaign and found that the results were no longer as good as before the change? Regardless of your website's nature, you need to first establish a solid foundation for a new Ads account, and before building the foundation, some preparations are necessary:

1.) Define the Purpose

You may have noticed that Ads is an advanced tool with many settings. These settings can quickly confuse an inexperienced advertiser, especially without a clear purpose in mind. For an experienced advertiser, these settings offer a wide range of tools to optimize the advertising campaign for optimal results.

Based on the answer to this crucial question, an entire strategy for your Ads account can be prepared for different purposes:

• For online sales,
• For generating potential leads,
• For collecting email contacts.

2.) Establishing Structure

Once the purpose is clearly defined, deciding on the type of campaign and using settings for each ad group, individual ad, or keyword becomes much easier.

However, this is just the beginning, and for a more successful setup of the Ads account, further analysis of the website is required. This involves a thorough analysis of the website's structure, considering:

• Category and subcategory structure,
• Main values and key advantages, and
• A set of keywords.

Before starting, it is advisable to draw the structure and clearly note the key points for setting up the Ads account. Once the purpose is defined, you can proceed with the actual work within the complex Ads tool. Prefer fewer campaigns that are better supported by a clear goal and correct measurement. The foundations are a clear goal, correct conversion measurement with values, a quality product catalog, and brand advertising kept separate from generic terms. Whether you run the ads yourself or entrust them to an agency, review at least once a month the search terms (what people really type), the excluded keywords and the conversions against orders in the store.

3.) Follow the House Construction Example

At first glance, Ads and house construction may not seem related, but symbolically, they have a lot in common. Have you ever seen builders start constructing a house from the roof? Unfortunately, many advertisers first dive into advanced and complex advertising techniques, neglecting the basics or forgetting to define a clear purpose and establish a quality Ads account structure.

Just as it is necessary to obtain all the documentation and prepare a plan before starting the construction of a house, the same applies to online advertising. If any of the essential steps are skipped, there is a risk that our "house" will collapse after a few years. Remember that not all visitors who clicked on an ad make a purchase immediately, but that doesn't mean they are lost forever. By using retargeting, you can display targeted ads only to those visitors to encourage them to revisit your online store and make a purchase. These visitors have already shown interest at some point, so it's worth trying to re-engage them. This method is often one of the most effective advertising methods, increasing sales and reducing the cost of advertising for each completed purchase in the long run. Google Ads has remarketing built into its platform; for other platforms (Meta, TikTok ...) use their own remarketing feature.

AuthorAnže Voh

My name is Anže, I am a certified Magento solution expert and the maker of several award-winning online stores. I am the architect of all Degriz projects.

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