Digital Marketing

Google Ads Manager

Digital Marketing

Managing Google Ads

A Comprehensive Guide by NZ Websites

In the world of digital marketing, harnessing the power of Google Ads has become an essential strategy for businesses looking to reach their target audience and drive traffic to their websites. NZ Websites, a leading digital marketing agency in New Zealand, specialises in helping clients navigate the complexities of Google Ads. With years of experience and a proven track record, we have perfected the art of managing Google Ads to deliver exceptional results for their clients. 

In this comprehensive guide, we will delve into how NZ Websites manages Google Ads for clients, from initial strategy development to ongoing optimisation.

What we do as part of a Google Ads project

  1. Strategy Development

A successful Google Ads campaign begins with a well-thought-out strategy. NZ Websites takes a meticulous approach to strategy development, ensuring that every campaign is tailored to the client’s unique goals and target audience.

1.1. Client Consultation: NZ Websites initiates the process by conducting in-depth consultations with clients. We take the time to understand the client’s business, goals, target audience, and budget constraints. This critical information forms the foundation of the campaign strategy.

1.2. Keyword Research: The next step involves comprehensive keyword research. NZ Websites identifies the most relevant and high-converting keywords that align with the client’s business objectives. This research helps maximise the visibility of the client’s ads to potential customers.

1.3. Competitive Analysis: To gain a competitive edge, NZ Websites conducts a thorough analysis of the client’s competitors. This includes evaluating their ad strategies, keyword selection, and overall online presence. This knowledge informs the development of a strategy that sets the client apart from the competition.

  1. Campaign Setup

Once the strategy is in place, NZ Websites proceeds with the setup of the Google Ads campaign, adhering to best practices to ensure maximum effectiveness.

2.1. Account Structure: They create a well-organised account structure, with ad campaigns and ad groups that reflect the client’s products or services. This organised approach enhances the relevance of the ads to the user’s search queries.

2.2. Ad Copy Creation: NZ Websites crafts compelling ad copy that aligns with the chosen keywords and resonates with the target audience. They use persuasive language and unique selling points to encourage clicks and conversions.

2.3. Landing Page Optimisation: Landing pages are an integral part of the campaign. NZ Websites ensures that landing pages are optimised for conversions, with clear calls to action and user-friendly design.

2.4. Ad Extensions: To make ads more informative and appealing, NZ Websites utilises various ad extensions, such as site link, callout, and structured snippet extensions, which provide additional details about the client’s offerings.

  1. Ongoing Management

Managing a Google Ads campaign doesn’t stop at the initial setup. NZ Websites takes a proactive approach to ensure that the campaign remains effective and delivers a strong return on investment.

3.1. Continuous Monitoring: They continuously monitor the performance of the campaign, keeping a close eye on metrics such as click-through rate (CTR), conversion rate, and cost-per-click (CPC). Regular monitoring allows for quick adjustments when needed.

3.2. A/B Testing: NZ Websites conducts A/B testing on ad creatives, headlines, and landing pages to identify what resonates most with the target audience. This iterative process helps optimise ad performance over time.

3.3. Budget Management: Effective budget management is crucial to avoid overspending. NZ Websites sets daily and monthly budget limits and adjusts them as necessary to maximise the campaign’s efficiency.

3.4. Quality Score Optimisation: They work to improve the quality score of the client’s keywords and ads. A higher quality score results in lower CPC and higher ad positions, which can significantly impact campaign performance.

  1. Data Analysis and Reporting

NZ Websites places a strong emphasis on data analysis and reporting to keep clients informed about the progress and success of their Google Ads campaigns.

4.1. Comprehensive Reporting: They provide regular, comprehensive reports that include key performance metrics, such as impressions, clicks, conversions, and return on ad spend (ROAS). These reports help clients understand the impact of their campaigns.

4.2. Conversion Tracking: Conversion tracking is a critical component of their reporting. NZ Websites sets up conversion tracking to measure specific actions, such as form submissions or product purchases, resulting from the ads.

4.3. Client Communication: NZ Websites maintains open lines of communication with clients. They discuss campaign results, answer questions, and provide recommendations for improvements.

  1. Optimisation and Refinement

Google Ads is a dynamic platform, and to stay competitive, ongoing optimisation is essential. NZ Websites is committed to refining and improving their clients’ campaigns.

5.1. Keyword Refinement: Based on data analysis, they regularly review and update the keyword list, removing underperforming keywords and adding new, relevant ones to maintain campaign relevance.

5.2. Ad Copy Adjustments: Ad copy is not static. NZ Websites makes adjustments to ad copy to keep it fresh and appealing, ensuring that it aligns with the latest trends and customer needs.

5.3. Bid Management: They fine-tune bids to maximise the visibility of ads in top-performing positions while maintaining a cost-effective approach.

5.4. Geographic Targeting: NZ Websites optimises ad targeting by geographic location to reach the most relevant and high-converting audiences, reducing ad spend wastage.

Search Engine Optimisation and Google Ads manager
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