Google Ads Review

Time-saving tip;

Before you grab a coffee and read our article, you can cut to the chase and reach out to us.

We'll review your current Google AdWords campaigns for free.*

* Because we have real humans look at your account, it might take us a day to get back to you, but we promise to send you some terrific battle-tested ideas that work.

Unable to contain your lust for knowledge? Read on!

Pay Per Click Advertising

In a nutshell, you should make more money in your business doing what you are best at. Most clients, doctors, specialists, and law firms understand that they earn more money per hour than learning and doing our thing. Many times it's badly; sometimes, it's a fantastic performance in your campaigns because you are all knowledgeable and beautiful people. 

However, it is still painful and awkward when our collective Giga brains do not consider;

a) Shouldn't you be ski-ing or going on a bike ride than Google Ads as a hobby?

b) What's the hourly rate of dental reconstructive surgery relative to being a Google hobbyist?

c) Why are you reading our page on Google aAds instead of "Teeth News" - or [insert the appropriate professional editorial here]

Yes, the key is outsourcing the technical mumbo jumbo, so you can get more opportunities, better performance and be efficient with your time.

Many agencies officially begin their programs by telling clients they're the key to success. In real terms, it means they've got at least one customer. What is essential are proven results and testimonials from real businesses.

Whatever limitations you may face (financial, time, etc.), well-structured PPC campaigns can guide you throughout the scaling phase of the project.

Why Google Ads Are Important

Google dominates online advertising marketplaces. Google dominates the digital world in both % of traffic and clicks. Around 80-90% of traffic is from Google entities.

This is why companies use Google Advertising.

It is also significant that it dominates traffic by intent rather than social and passive platforms. After all, when we watch videos of cats on rollerblades, I don't think we want to be interrupted by a sales offer.

What if you have a bees nest, your search for a solution and Bobs' BeeHive Removal Services comes up?

Understanding the intent of each platform and why Google dominates intent is fundamental.

Remember we mentioned that Free audit? - no hard feelings if you missed it above. You can still cut to the chase, and let us invest our time in helping you. - While you invest your time in a good series, like Dexter, Sopranos or Battlestar Galactica. 

Click here to get the ball rolling, and allow us to share some killer ideas for your consideration.

Google Ads Management and Set-Up

Managing PPC ads can be challenging for businesses new to online marketing for a few reasons. It takes time and skill. Even if you have this internally, outside regular staffing costs, intangibles such as holidays, HR, etc.

Managing Google Ads requires time, dedication, and skills. Doing it well crosses multiple disciplines in copywriting, technical understanding, statistics, and data, among other things. They're all required if you want to succeed at doing Google ads.

To start managing your ads, you need to link your Google Ads campaign to your Google Analytics and Tag Manager accounts. These three platforms play important roles and must be able to talk to each other to give you the most accurate insights into your performance. 

Several other aspects of setting up a highly performant account include designing custom audiences and implementing a bid management system and spending plan. We may use one of two models for our pricing structure: a lead generation fee or a sales commission.

Existing Google Ad Accounts Review

Suppose you already have an active Google Ads account. In that case, we can review your account and suggest changes and improvements for your campaigns. We look at your campaign quality, performance, budget allocation, device targets, keywords, placement, location, and timing.

What is Google Ads?

Essentially, the Google ads platform runs like an auction. Like eBay, you bid against competitors on a cost-per-click basis. We juggle many key performance indicators (KPI) to position ads in the best placement for superior performance.

Key performance indicators we might use to improve performance, such as Click through rate, ad-rank, quality score, impressions, clicks, cost per click, cost per conversion, etc., sound fancy and technical. They are vital to account management. However, it is more meaningful for a business owner to think about opportunities generated, cost per opportunity, close sales rate and such.

Many companies mistake reporting the raw cost per lead as an example. Still, they forget to factor agency and management costs into the reporting. Hence, the business owner has to re-calculate. 

It is a mistake to factor in the costs of ads but confuses that with the management costs. Ideally, you have an overview of prices, channels, and leads and can make strategic decisions. This is only possible with a sound Google Analytics foundation and lead tracking tool such as our Razormind dashboard we provide to all clients.

Google Ads Purpose

We know it's an auction, and multiple factors are involved (and several platforms!); what next? The general idea is to be able to buy enough traffic to create a new sale or lead opportunity. In Google Ads terms, we say conversions. This can be whatever is meaningful to your business. 

I want to emphasise that while examples are suitable to illustrate the idea, they do not mean so much without understanding your business numbers, as they are relative. 

Exploring in a discovery session is critical before any groundwork is laid. After all, if we measure the wrong thing, it is meaningless.

It's possible to track downloads, phone calls, form fills, and sales. For lead generation, and for the most part, it is form submissions and phone calls. A lot of clients have success with chat response services too.

Google Ads Cost Example

Now we have an overview; we can assume a simple cost per click of £2. If we have 500 clicks, that would cost £1000.

Let's assume the website converts at 2%; then we have 500 clicks x 4% conversion rate = 20 leads.

That is a cost per lead of £1000 / 20 leads = £50 per lead.

We are good at sales and reliably close 20% of all leads. That gives us four closed deals.

If the average sale is worth £250. great, we are in the game for free, with potential positive upside.

If the sale is worth £500, we returned £2k and doubled the investment.

If the sale is worth £2000. Excellent, we returned £8k. Let's be sensible and see if we can repeat this pattern next month. Rather than piling it all in and making assumptions, we can scale strategically and expand testing for the best return.

While the examples above are all hypothetical, you can see the premise of how this works in a successful campaign.

That is not to say all campaigns work; if this is a new business or product idea, we have to understand we are testing an offer, brand, and such as well as a campaign. This is fine, but we must have clear expectations when it is new. If you have an existing drive, 9/10 times, we can improve it dramatically.

Another important thing on business metrics, a lot of clients get hung up on... it's like what we teach our kids at school, compete with yourself. Son, if you are better on drums today than yesterday and consistent... that is all you need.

That is to say; it's not a matter of your average sales value, how much you pay, or your sales team (or maybe you are the owner and salesman!). 

All that matters is a relatively profitable return.

Some clients get ten leads a month, close one, and it pays for six months of campaigns because it's like hunting truffles in niche markets. Others get a higher volume of leads, but the value per opportunity is different.

While Google Ads works, every business is different, and many people do not treat this as a team sport.

We work with you to improve results.

At the end of the day

When it comes down to it, the cost-benefit has to be derived from the sale or relative lead value. To illustrate, this does not need complex mathematics; it is a matter of a few simple ideas. a sound discovery process is to run through these ideas;

1. What is the ballpark value of a lead to you?

2. Would you give a 10% discount to get that right now?

3. Excellent; now you have a ballpark of what you would be willing to pay.

And so we continue exploring into sales process; with leads and phone sales, we have to factor in the team's close rate or performance on the phone and other factors.

Generally, we want to understand if you pay £100 each for ten leads. Are the sales that come from this worth more than the exercise? 

What if, on average, you close three out of ten? What if, on average, you sold to 30 out of 100 leads? What does that look like to your business?

We can continue to explore the costs and such in your business further down the rabbit hole. 

The best advantage you can have over competitors is to know precisely how much you should pay to acquire a new sale. And further, the maximum you can spend per sale. If you can afford to pay more than your competitors, you can win as they will not be able to outbid you.

Amazon is the best in the world at this. They know that a heavily discounted Kindle reader will pay for itself over its lifetime in digital sales, even if they give the device away for free.

And this is where Google ads and costing come in; it's challenging to guess how much you should be paying if a business does not know its numbers first. While getting more sales is a vital objective and natural progress for any business, how much it should cost is a calculation that involves some thought.

Are the sales you get on a bad day covering the cost of the exercise and putting you in the game for free?

Precision Targeting in Google Ads Campaigns

While Google Ads has a very in-depth suite of analytics, our Razormind tool ties the data together. 

It is essential to attribute a closed case or sale back to the keyword and campaign it came from. Sales is a team sport, and for leads, legal and medical cases, it is essential to work together to monitor lead quality and value. 

If leads are of high quality, what is it about them? Understanding the common factors we might be able to apply to demographic or other target interest data will allow us to acquire more efficiently. 

Outside of Google ads, we have a comprehensive Market Positioning Framework plan and service, alongside more sophisticated keyword competitor and gap analysis. This helps us not only identify who your customers are but their wants, needs, problems, objections and, most importantly, in advertising, the language they use.

Bus Or Coach? [it's the same picture meme]

It really depends on which side of the water we are on. Our keyword research methodologies help us understand what people are searching for. By targeting these terms, we ensure a high engagement rate from our visitors. We focus on increasing the effectiveness and overall performance of our campaigns.

We have all heard the phrase, take care of the pennies and the pounds, look after themelves. So it is with data, taking care of more detailed KPI metrics inside Google Ad takes care of the broader, meaningful numbers and sales at a higher level view.

Google Ads Management Planning

Before we touch Google ads, it is important in the planning stage to understand the goals and objectives of your business. Clarifying the prospects you need and understanding clients that move the needle are the foundation of marketing.

Once we understand the needs of your ideal customer, we get to work selecting the right keywords and setting up an effective ad group structure. Choosing the appropriate keywords and determining which keywords, ad groups, and placements produce the best ROI. 

Data-Driven Results

At Moonleap, we take an evidence-based approach when running campaigns. While Google Ads Performance Max campaigns also consider quality content on your website, key offer landing pages are still essential.

A high-quality, great-looking landing page with a "Godfather Offer" is more persuasive when people land on your page. It also improves the overall quality score of ads and typically results in lower costs per click. This is because customer journeys must always be congruent and make sense, from the idea to search to clicking on an advert and landing on a page.

If I were searching for red shoes and landed on black shoes... while it is similar to my intent, it would cause an immediate disconnect. 

With services, we want the landing pages to reflect the prospect's intent and offer the solution or product that satisfies that search.

The positive side effect of having well-written ad creatives and landing page offers is the return on investment and effect on the bottom line.

We conduct extensive keyword analysis as part of our ongoing efforts to help companies increase sales and improve conversion rates. Through trial and error, we've developed an understanding of thousands of different keywords and their performance.

Gathering data helps us develop a broader view of your market and what will perform best for you and your customer base through testing and accumulating substantive results. After analysing the analytics for keywords, we conducted some additional keyword research based on our analysis.

We strive for effective and efficient campaigns because they lead to profitable campaigns.

It doesn't matter if you're doing an optimisation campaign once every two weeks or once daily – ongoing optimisations based on data analytics are everything! Optimisation means ensuring that your marketing campaigns target the right consumers with the right products or services at the correct times. 

Optimising in this way has two primary benefits,

 First, you're increasing the odds that any given person who sees your ads will be interested enough in your products to click through to learn more. 

Second, you're keeping your ad budget lower than if you were running fewer ads. 

Google Ads Management Adjustment Techniques

The work does not stop when your campaign starts. Moonleap continues to analyse the data delivered, and you can see in real-time the leads and phone opportunities in our RazorMind tracking tool. 

This is an ongoing, perpetual process of feedback from yourselves on quality, sales, and data analytics; we can, in turn, identify more opportunities and improve the overall campaign performance.

Some data might be health workers targeting a particular age demographic or discovering the time of day or week where we can maximise sales opportunities. Once we gather data, give us a roadmap of your prospect's behaviours, how they interact with your site and brand, and how they might behave on different platforms. A search on a mobile device might imply urgency, for example.

You made it! If you haven't already, we would be delighted if you would like us to take a look at your account. Maybe there's a tap of the hammer, or we find something significant which makes a huge difference. Nothing wrong with another pair of eyes. There's absolutely no obligation to us, only the opportunity to build a working relationship and help your business meet its goals.