We’ve all done it – Googled our name and see what comes up, the same goes for business owners. Have you ever Googled your business and noticed a few of your competitors have ads above your company’s organic result? Have you Googled what your clients would search to see your business and noticed you’re not the on the top spot or even on the first page? Have you noticed a steady decline in business and think this might be the reason? Answering “yes” to any of these means it’s time to seriously consider digital advertising on Google. If that sounds intimidating, you should consider consulting with a digital marketing agency to help you get it done.
Maybe you’ve already set up a Google Ads account but don’t feel like you have a firm grasp on how to effectively weld it. If this describes your business, it might also be time to contact a Denver marketing agency. Marketing agencies should have a specific department dedicated to optimizing your Google Ads account with experts that have years of knowledge and experience. With that expertise, digital marketing agencies can use all the tools available to display your ads as a top search result for the users you want most to see your ads and click through to your website.
Determining the Right Budget
So, your Google Ads account is set up and ready to start your online advertising, but how do you come up with a budget? First off, we need to state the obvious – do your own research first. Especially if you are bidding on highly competitive keywords. There are multiple websites that make it easy to see the average cost of the keywords you plan to use. Once you have an idea of how much you are going to spend per click, you can start working your way backwards to determine how much you would be spending per day, per week, per month, and so on. Starting out, we would suggest spending at least $500/month, but preferably $1,000/month to get an adequate amount of quality information. Google Advertising is definitely a ‘pay to play’ system. This means that the more you pay, the more traffic you’ll see to your website. By limiting your budget, you’re also limiting your ability to test, refine, and determine the best ads and keywords in your marketing campaign.
Understanding your Campaigns, Ad Groups, and Keywords
Campaigns, ad groups, and keywords are all funnels of each other. Your keywords are housed in ad groups and all ad groups are housed in campaigns. Basically, this is a way to make the information gained in your Google Ads account more transparent. It also gives you more control over how you organize your account. Depending on what you’re marketing, you might have one campaign with multiple ad groups or multiple campaigns with only one or two ad groups or maybe just one campaign with one ad group containing all your keywords. Campaigns may be organized by location, promotion, offer, season, clientele, service offering, etc.
This is another topic a marketing agency in Denver will discuss with you. They will analyze your business and, based off your keywords and overall objective, create the most efficient path, or provide you options and let you choose.
Different Types of Campaigns
There are a wide variety of campaigns available to you, all with their own unique properties and uses. We broke down each one so users can familiarize themselves with the landscape of their Google Ads account.
Search campaigns are the most common and are the campaigns we’ve been referencing in this blog. They contain ad groups and keywords for paid search ads. In these types of ads, users earn targeted traffic by paying for visibility in Google search. If someone searches for a keyword you have decided to target in your campaign, Google will use your budget to place your ad at the top of results. If someone clicks, your account is charged for that click.
Display and Video Campaigns
Display and Video campaigns in digital advertising are mainly used to maintain and increase brand awareness. Display and video campaigns are also commonly used to retarget warm leads to keep your brand top of mind. These campaigns require either a few images or a video/link to a YouTube video. The images are the ads that appear in the right and left columns on other websites like Gmail. The videos are used as the ads that appear before watching a video on YouTube.
Performance Max campaigns are the last major campaign to discuss in this digital advertising breakdown. This type of campaign is Google’s newest baby. Performance Max campaigns are essentially upgraded shopping campaigns, but these use AI to spend the budget wherever it estimates will gain the most ROI. These campaigns are more technical since they require previously creating a Google Merchant Center account and uploading all your products. However, this is essential if you plan to sell any of your products on Google. This campaign also requires images, a video, and a search campaign ad to run at full strength. This way, the campaign can adjust its focus from search ads to video ads to display ads to shopping ads in order to gain the highest-quality traffic.
Collaborating with a Digital Advertising Agency
If any of this feels overwhelming, you should consider collaborating with a Denver digital marketing agency that has experience in Google Ads. These types of agencies have the experience and time it takes to devote to your marketing efforts so you can get back to what you do best – running your business! Here at Red Egg Marketing, we’re a Denver marketing agency committed to being your trusted partner and digital marketing resource. From geo-fenced social media campaigns to pay-per-click Google Ads, we’ll develop the optimal online advertising strategy to target your ideal customer. Learn more about our online advertising capabilities here, or get in touch with one of our marketing professionals today.