In order to make your ads stand out, to make them intriguing or persuasive, you will need to put some effort into the copy of your ads. Your ads are based on words and the message you decide to get across. And they matter a lot when you are running search campaigns. Not to brag, but this should really be essential in every marketing technology stack for Google Ads agencies. In doing so, ClickGUARD also helps you drive better quality traffic to your website by sifting through non-human clicks or clicks that don’t have a buying intent. While you will of course make a lot of manual adjustments to your campaigns within Google Ads, you can take it one step forward and analyze your clicks and your traffic to optimize your campaigns.Ī tool that can help with that is ClickGUARD, which has developed an automated system meant to help you block fraudulent and wasteful clicks - all at the switch of a flick. When striving for greatness – that is, a good CPC or a high number of conversions – optimization is essential. Another useful tool, that is focused on search questions, is Answer The Public. Google Trends is a great free tool that can offer you a lot of insight into what people are searching for on Google. Sometimes, you will want to put in some extra effort to find out more about what your audience is interested in, especially when you don’t know a market very well when there are trending topics in your customers’ niche, or maybe just when you need some inspiration for your next campaign. Many aspects define how relevant and useful a keyword will be for each business and for each ad. Keywords are great, but keywords in good contexts are better. The tools in this category can be used for keyword research purposes, but we are giving them a different category, as they are a bit more complex than that. Popular digital marketing tools like SEMRush, Ahrefs, and Moz have all developed their own keyword research tools, and many digital marketers swear by them (even more than they do about Google’s Keyword Planner). Google Keyword Planner is a good, free tool, but there are several tools out there that can offer a lot of insights into keyword trends. Of course, that means you need to conduct thorough research in order to get the most out of your campaigns. Just as Google Ads Manager is the “bread and butter” within the marketing technology stack of a Google Ads agency, so are keywords at the core of your PPC campaigns. An easy-to-use free tool you can use for this purpose is Google URL Builder. In this situation, it is often useful to create custom URLs for each campaign. When you are experimenting with different types of campaigns, you should also keep track of the development of each campaign. For example, it can help you compare campaign traffic with organic traffic or track user behavior once they have landed on the website. Google Analytics is the ultimate analytics tool that shouldn’t be missing from the marketing technology stack of a Google Ads agency. While Google Ads offers a lot of information on the campaigns themselves, results can be more relevant when correlated with other metrics. Your campaigns should bring you and your customers’ results. This, of course, depends on your preference and work style. While you can choose to manage your campaigns directly in Google Ads Manager, you also have the option of using an additional Google Ads management tool, like Wordstream. We’ve already talked about this in our Google Ads Masterclass, so if you need extra tips on managing your Google Ads account, just head over to module 3 of our PPC course. This is a risk especially if you are a PPC agency managing several customer accounts. You might be excited to get those campaigns running as soon as possible, but things can get messy really fast if you just keep adding campaigns to an unstructured account. Google Ads is a powerful tool, but you have to be thoughtful of how you use it to get the best results. Yes, this is pretty obvious, but we advise you to put some effort into account and campaign configuration. The “Bread and Butter” of the Marketing Technology Stack for Google Ads Agencies
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