Effectively running Google Ads campaigns involves a structured approach divided into four key phases: Discovery, Stability, Scaling, and Beyond Google Ads. Each phase is critical to achieving sustained success and maximizing your return on investment.
1. Discovery Phase:
In the discovery phase, the goal is to identify what your ideal customers are searching for on Google. This involves:
Keyword Research:
Utilizing tools like Keyword Planner or running DSA/standard shopping to find relevant search terms.
Analysis:
Identifying winning search terms or those with the most clicks and impressions.
Optimization:
Using these terms in Responsive Search Ads (RSA) and shopping titles to improve ranking and visibility.
2. Stability Phase:
Performance can be inconsistent initially, but with time and optimization, campaigns will achieve stability. This phase involves:
Campaign Maturity:
Allowing campaigns the time they need to learn and mature.
Consistent Conversions:
When the campaign generates a consistent number of conversions daily or weekly.
Patience is key, as campaigns need time to optimize and stabilize.
3. Scaling Phase:
Once a campaign is stable, the next step is scaling. This phase can be tricky as increasing budgets can sometimes lead to unpredictable performance.
Budget Adjustments:
Gradually raising the budget to avoid significant disruptions in performance.
Monitoring:
Gradually raising the budget to avoid significant disruptions in performance.
Patience:
Understanding that performance improvements will follow with time.
4. Beyond Google Ads:
Success in Google Ads requires looking beyond the platform itself. This phase involves:
Landing Page Optimization:
Ensuring landing pages are optimized for your ideal customers to improve conversion rates.
Customer Insights:
Understanding what your customers want and how you can better serve their needs.
Continuous Improvement:
Regularly reviewing and suggesting improvements to client websites to enhance conversion rates with the same traffic.
Bonus tips for Google Ads success:
- Customer-centric approach
- Data driven decisions
- Consistent monitoring
- Patience and persistence