What’s Involved in Google Ads Management?

Navigating the Google Ads platform can be daunting for most people. While setting up ads is the first step to ensuring they run effectively it is the ongoing optimisation and management that will provide you with consistent results.

Successfully managing Google Ads campaigns requires a comprehensive, data-driven approach combined with continuous attention to detail. From staying current with Google's evolving platform to implementing strategic testing and optimisation, effective management demands both expertise and dedication.  

Investing in proper Google Ads management—whether through building internal capabilities or partnering with experienced professionals—is crucial for achieving sustainable ROI and long-term success in your digital advertising efforts.

Here’s some insights into what’s involved in managing and optimising Google Ad campaigns.

1. Staying Updated with Google’s Changes

Google frequently updates its algorithms, policies, and best practices for ads. Staying on top of these changes is essential to maintaining compliance and maximising performance.

This proactive approach allows you to leverage the latest tools and strategies, helping your campaigns achieve optimal results in a dynamic landscape.

2. Conversion Tracking

Setting up conversion tracking is key to understanding which actions lead to revenue. With this data, you can select the bidding strategies that align with your goals—whether it’s maximising conversions, targeting a specific cost-per-action, or generating clicks for awareness campaigns. 

3. Saving $$ with Negative Keywords

Managing costs effectively starts with regularly reviewing search terms and updating your negative keyword list. Excluding irrelevant keywords prevents wasted ad spend and keeps your ads focused on high-intent searches that are more likely to convert. There is an art to managing this excluding the right keywords so that you don’t sabotage your campaigns.

4. Track Performance and Analyse Data

Tracking your campaign’s performance is crucial, and Google Analytics plays a big role in this. Monitoring metrics like conversion rate, cost per conversion and ROAS gives you insights into what’s working and what needs adjustment. By regularly evaluating performance, you can make informed decisions that improve campaign efficiency.

5. Optimising Shopping Feeds

For e-commerce businesses, optimising your shopping feeds is essential for visibility in Google Shopping. Ensuring your product details are accurate, optimised, and up-to-date helps your products show up in relevant searches and increases the likelihood of clicks and conversions.

6. Refine Ad Copy and Creative

Regularly updating and testing ad copy keeps your ads relevant and engaging. Crafting compelling headlines and descriptions, highlighting key offers, and using strong calls-to-action can make a big difference. Additionally, leveraging ad extensions (like call or location extensions) helps enhance your ad’s visibility.

6. Continual Testing and Refinement

Testing is the backbone of successful Google Ads management. Experimenting with different ad types, refining your campaign structure, and A/B testing ad copy or targeting can yield insights that lead to better results. A flexible approach allows you to adapt to market changes and fine-tune your campaigns based on performance data.

Remember, Google Ads isn't a "set and forget" platform; it's a dynamic tool that rewards those who actively manage, test, and refine their campaigns.

If you would like any assistance with Google Ads please reach out, I’d love to hear from you.