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We’ve all seen Google Ads. Whether you call it Google AdSense, AdWords, or Ads, they’re the ads displayed in the search results on Google. Learning how to set them up is important, but learning how to manage and maintain their performance is a whole different ball game.
In this guide, we’re pulling back the curtain and looking at what steps you’ll want to take after you have the ad set up. Whether you have a high or low-performing Google ad, you’ll want to do these things regularly.
Setting up your Google Ads campaign is an important and essential piece of the puzzle, but the work doesn’t stop there. There’s no such thing as “passive income” when running and managing Google Ads campaigns.
Those who have successful ad campaigns spend a lot of time on the backend evaluating the performance of their ads, looking at different keywords, switching up the designs and copy, and testing everything against key metrics to see how they perform. These are the necessary steps toward building a campaign that can pay you for months and even years if you hit the nail on the head.
It’s worth the work in the long run, but you need to get your Google ads campaign management right if you expect to have those types of results.
Good thing Google provides us with some simple ways to track everything in the backend. First, you can set email notifications to alert you whenever something happens with your campaign.
For example, if you want to receive alerts for possible policy violations you can do this from your Google ads account under setup and preferences. Determine what you would like to trigger an email notification. Some people only want to receive an email for critical issues while others want to stay up to date on every little detail.
Before you can determine what you need to change, you need to first look at your ad performance and see what’s working and what isn’t. There are five key metrics to pay attention to:
Let’s break each of these down a little more.
An impression occurs each time your ad is displayed and seen by someone on Google. The best way to increase your impressions is to increase your campaign budget. This can push you higher on Google, thus giving you more visibility. Budget plays a role here but ad quality and relevance are ultimately the most important factors.
If Google decides that your ad isn’t relevant to the audience you’re targeting, Google won’t display your ad high enough and you will end up with low impressions and poor performance.
This is the bread and butter of a Google ads specialist. Everyone wants more clicks. A click happens when someone sees your ad and then clicks it. Ideally, you want as many clicks as possible but if your ad isn’t getting clicks, you may want to rethink your copy or ad targeting.
Cost is the amount of money you spend, simple right? What’s more important is your “cost per click,” or CPC.
The way talented advertisers are able to scale ads is by determining how much money they need to put in to get a click or conversion. If you can determine that spending $2 on Google ads results in you making $5 for every click, it’s simple math at that point. Spend $4 and you’ll make $10, and keep building it up from there.
It’s not that simple, though. Your bid, quality score, and ad rank will impact how much you need to spend. Your bid is the maximum amount of money you’re willing to pay for a click. The quality score is a rating Google provides from 1-10 based on how relevant your ad, landing page, and keywords are. The ad rank is Google’s value to determine where they will place your ad in the SERPs.
A conversion occurs when someone takes the action you want them to take; this happens off the search engine results page and on your landing page or website. For example, if you’re running an ad for an e-commerce store and you want people to see the ad, click it, and then buy a suit on your landing page, each time someone buys the suit, that would be a conversion.
Google provides ways for us to track this using conversion tracking as discussed in the video above.
Your CTR is the best way for Google to measure the relevance of your ad. It also allows you to determine if the ad is resonating with the audience you’ve chosen. A high click-through rate means that a lot of people are seeing the ad, clicking it, and converting. That’s a high-performing ad.
If you get a lot of impressions or clicks, but little conversions, it could mean your ad copy is good but the product or service you’re selling doesn’t align with the ad. Your CTR is a percentage based on the number of clicks and impressions.
Click-through rate = number of clicks / number of impressions x 100
The standard in most industries is five percent but you can still have success with a lower click-through rate.
With every type of digital marketing, targeting is an important factor. You want to understand the buyer intent of your audience and if you don’t have a solid buyer persona drawn up, you’ll want to start there.
What does your ideal customer want? What do they look like? Where do they live? How much money do they make? What are their interests? What upsets them? Think about all of these things when determining your ad targeting because you need to get inside their head if you can expect them to click on your ad and convert.
Here are some examples of the metrics you can use for Google ad targeting:
Now let’s take a look at your ad copy and design. It’s broken down into a few different segments:
If any of these factors are hurting the performance of your ad, test them up against something else. The most important thing to learn is you only want to change one thing at a time. That’s the only way to figure out if that was the culprit.
For example, if you find yourself getting a lot of impressions but you’re not converting well, you might want to change the headline because it’s not enticing people to click. If you find that you’re getting a lot of clicks but little conversions, maybe your offer isn’t relevant enough.
Dynamic ads are a great way to work around this because they pull content directly from your site to ensure that the headline and description are relevant to the offer. This takes some of the thinking out of it and it’s worth testing up against a custom ad.
No need to complicate this: Negative keywords are keywords that you don’t want to display your ad for. There are many reasons why someone would do this but one of the big ones is you’re letting Google make a lot of the decisions for you. In that case, you might want to use negative keywords for things such as brand names, competitors, or other keywords that you know won’t lead to a conversion.
To add negative keywords, you’ll go into the Google ads campaign manager, select keywords, Negatives, and add the keywords to the proper ad group.
Remember that a big part of Google ads campaign management actually happens off the SERPs. It happens on your landing pages as well. If you have an ad that is getting a lot of impressions and clicks but you’re still not converting, chances are there is something wrong with your landing page. You’ll want to fix this quickly before Google finds out and drops your ad lower due to low relevance.
Optimizing your landing page requires you to take a look at the overall offer, the headline, structure of the page, CTA, and placement of buttons and calls to action. The best way to identify the problem is to A/B test.
If you think that you don’t have enough CTA buttons on the landing page, create a duplicate page and add a few more to see what happens. Doing so will require you to get a high-quality landing page builder and optimization tool like Unbounce and Convert.com. Convert is a great tool with A/B testing and it allows you to really pinpoint certain steps to take to improve the performance of your landing page.
When you create a Google ad, you have two choices: automated or manual bidding. Each has its pros and cons.
Automated bidding allows Google to decide how much you’ll pay per click based on a few key metrics.
Keep in mind that choosing manual bidding requires you to figure this all out yourself. You won’t have the luxury of picking a “blanket” goal and having Google optimize your ad spend for you. However, manual bidding does give you more control.
There are a few critical Google ads mistakes that can kill your ad from the get-go. Here are a few examples:
We’ve all heard of keyword match: broad match, phrase match, and exact match, right? Choosing the wrong one will make it more difficult for your ad to reach your audience.
For example, broad match will display your ad when someone searches for a phrase similar to your target phrase. This can work well in the beginning when you’re experimenting and gathering data. If you don’t know a lot about your audience, you wouldn’t want to use “exact match” because you don’t have the data to back it up.
Your ad copy is the key to the mint essentially. If you know how to write great copy, you shouldn’t have a problem converting as long as your audience, ad match, and everything else is in place. Be sure you squeeze in every character Google allows. The goal is to make your ad stand out.
Keep in mind no matter what you do, Google isn’t looking out for your finances. You’re the only one who knows what you can spend to break even or profit from your ads. If you don’t have this figured out and established ahead of time, you can end up spending way too much on ads and having to play catch up later on.
A campaign is simply a set of ad groups that share a budget, targeting, and other settings. You can have multiple ads within the campaign you’re testing.
The best way to run a successful campaign is to try and try again. Don’t be afraid to test a lot of different factors, too. You never know what will work.
If you’re just starting out, you shouldn’t spend more than $10-$20 per day until you see how everything is performing. In the beginning, the goal is to gather data so you can optimize your ads. If you’re just starting out, you shouldn’t spend more than $10-$20 dollars per day until you see how everything is performing. Don’t expect to hit a home run right away.
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Remember setting up your ad and hitting start is only one piece of the equation. The steps you take after that will really determine the success of your ad. You can start out with a low-performing ad but take steps to optimize, test, and change the ad, and end up with a highly successful campaign, resulting in a lot of money in your pocket. If you need help getting your ad off the ground, we can help.
What do you think is the No. 1 thing that kills a successful ad campaign?
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Diane talks with Aaron David Miller, senior fellow at the Carnegie Endowment for International Peace and author of “The End of Greatness: Why America Can’t Have (and Doesn’t Want) Another Great President.”
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Mode | San Francisco, CA or Remote (US) | Remote OK | https://mode.com
Senior Ruby on Rails Engineer https://boards.greenhouse.io/modeanalytics/jobs/2676807
Senior Go Engineer https://boards.greenhouse.io/modeanalytics/jobs/2516962
Engineering Manager https://boards.greenhouse.io/modeanalytics/jobs/2335202
Mode is building a world-class platform for data scientists, analysts, and everyone else who needs to ask and answer questions with data. Our product is an integral part of data science workflows at Lyft, Twitch, Shopify, and thousands of other data-savvy organizations.
To learn more about who we are, our engineering culture, and whether this is the right place for you, check out our Key Values profile: https://www.keyvalues.com/mode
Location: Europe/Poland (GMT+1/+2)
Remote: Yes (preferred)
Willing to relocate: Yes
Technologies: C#, Rust, .NET, Javascript, AWS, DevOps, SQL
Résumé/CV: https://mflak.eu/assets/resume-mf.pdf
Email: michal@mflak.eu
Website: https://mflak.eu
LinkedIn: https://www.linkedin.com/in/mflak/
4 years of experience in software development, last 1.5 mostly doing DevOps. Experienced in remote work. Experience leading small teams. Used to being the generalist in a small startup.
Looking for a (mostly) development role, maybe with some infra / DevOps sprinkled in. Happy to try out things outside my expertise.
Check out my CV and let me know if I’m a good fit. Thanks!
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Stocks fell on Thursday as investors paused in the wake of already-robust gains seen on Wall Street so far this week.
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McLaren College | Mumbai, India | Online Teacher | Full-time | REMOTE “Do you want to sell sugar water for the rest of your life, or do you want to come with me and change the world?” — Steve Jobs to Pepsi CEO John Sculley, 1983 Join us on our mission to change the world! …
Neighborhood College Tuition is Affordable
Area universities are regional universities that provide 2 year levels as well as accreditations. Trainees can take courses at area university and also gain credit scores towards a 2 year or 4 year level program.
Neighborhood university tuition prices can be rather budget friendly for any person desiring to persue an university level. Usually neighborhood university tuition is less than 4 year colleges.
The nationwide typical university tuition expense for public colleges is $4,694 annually for in state homeowners. This number consists of both tuition prices as well as charges for a full-time pupil. The typical university tuition expense at exclusive institution of higher learnings is around $20,000 each year in tuition and also charges.
Currently contrast this to the typical neighborhood university tuition price. The typical price of area university tuition is just $2,076 annually. This is much less than fifty percent than a typical 4 year public college and also a lot less than an exclusive university.
If a pupil determines to proceed his or her education and learning towards a bachelor’s level, participating in an area university will certainly likewise assist balance out the prices. Considering that neighborhood university tuition prices are reduced, trainees are not as most likely to be collecting trainee financings which will certainly aid their economic state in long-term future.
An additional element to think about is that every year tuition prices climb. University tuition prices raise at concerning two times the basic rising cost of living price, concerning 8% per year. The future and also long-term expenses are something that all university student, future and also present, need to think about when selecting an university.
Although neighborhood university tuition prices and also 4 year university boost, lots of trainees gain from financial assistance programs. Federal government gives such as the Pell give offer financing for numerous university student. Trainees that go to area universities might certify for gives that would certainly cover most or all of their area university tuition expenses.
Scholarship programs granted by universities, organisations and also non revenue companies are additionally readily available to assist trainees settle the price of area university tuition. With a mix of cost savings, financial assistance, and also scholarships lots of trainees today have the ability to manage area university tuition and also even more their education and learning.
The typical university tuition price at exclusive universities and also colleges is around $20,000 per year in tuition as well as costs.
The future and also lengthy term prices are something that all university pupils, future as well as present, ought to take into consideration when picking an university.
Also though area university tuition prices as well as 4 year university prices enhance, numerous pupils profit from monetary help programs. Pupils that participate in neighborhood universities might certify for gives that would certainly cover most or all of their neighborhood university tuition prices.
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Exclusive Student Loan Lenders – A Way to Get Finances For Your Education
Exclusive Student Loan Lenders – A Way to Get Finances For Your Education
In instance you are not able to pay them on your own, or you have not been able to prepare for a government finance, you can choose for the numerous exclusive trainee financings. There are a number of personal trainee financing lending institutions all throughout the United States that can give you with these trainee car loans.
The personal pupil finance lending institutions offer various kinds of car loans. They consist of the undergraduate exclusive education and learning finances as well as graduate exclusive trainee fundings.
The loan providers additionally supply proceeding education and learning car loans. These financings offer you with adaptable car loan quantities that vary from $1,000 to $40,000. The optimum lending quantity that you can obtain under such a lending is $150,000.
The funding quantity supplied by the personal loan providers is implied to take treatment of the tuition charges and also the living costs. The ideal point concerning obtaining the financings from any of the personal lending institutions is that you have to begin the repayments just after you finish your researches.
In order to make use any one of the above discussed financings, the personal lending institutions require you to accomplish particular qualification needs.
If you get a grad or under graduate financing program, you need to be an undergraduate/graduate pupil, 18 years old or older. You must be registered at the very least half-time in a specific certification or level program if you are an undergraduate trainee. Occasionally the loan providers just think about the certification or level program given by an organization accepted by the loan provider.
You ought to be signed up at the very least half-time in a graduate or expert program if you are using for a graduate pupil lending or a proceeding education and learning trainee financing. Once again the lending institution might take into consideration whether you are researching in an establishment accepted by the loan provider.
You require to be a U.S. Citizen to be qualified for the car loans. Also if you are a non United States person, you require to have a legitimate unexpired Alien Registration Receipt Card or INS develop I-151 or I-551.
In instance you do not have a credit rating, or your credit report is unsatisfactory, you will certainly require a co-signer. You can ask among your moms and dads or any kind of various other individual to be your carbon monoxide endorser. The only point is that the carbon monoxide endorser needs to be debt worthwhile.
Several of the most significant exclusive trainee funding lending institutions that you can get in touch with are Chase Private Student Loans, Act personal trainee fundings, National City Direct Student Loans. Take a look at the different finance programs supplied by them as well as pick one of the most appropriate one on your own. Louis Zhang, Ezprivatestudentloans dot com
In situation you are not able to pay them on your own, or you have not been able to set up for a government finance, you can choose for the different exclusive pupil finances. There are a number of personal trainee financing lending institutions all throughout the United States that can supply you with these trainee lendings. The exclusive trainee financing lending institutions give various kinds of fundings. They consist of the undergraduate personal education and learning lendings as well as graduate exclusive trainee lendings. Some of the most significant exclusive pupil finance lending institutions that you can speak to are Chase Private Student Loans, Act personal pupil financings, National City Direct Student Loans.
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