Google Ads Agency

Google Ads campaigns and SEO are two different marketing strategies that aim to increase a company’s visibility in search engines. Google Ads campaigns are paid activities and allow for an immediate increase in visibility, but they require a direct financial contribution for advertising and are more short-term. Organic positioning aims to achieve high positions in search results by optimizing the website and acquiring natural links. It is a long-term process that can generate lasting results.

Before you start working with ads in Google Ads, it’s worth knowing a few key terms:

• Campaign – this is the basic unit in Google Ads. The campaign focuses on a specific advertising goal, as well as on a specific product, service or group of keywords. You can create different ad groups and ads within one campaign.
• Ad group – is a collection of related keywords, ads, and landing pages. Ad groups help you organize your campaign and focus on a specific topic or product category. Thanks to advertising groups, you can tailor ad content to a specific audience.
• Keyword – words or phrases that are entered by users into the search engine. Keywords are a very important element in a Google Ads campaign because they determine when and where your ads will be displayed.
• Advertisement – can be text, graphic or video. Its purpose is to attract users’ attention and encourage them to click. Each advertisement has a specific format and it is worth checking these parameters before we start preparing graphics. Also remember that the advertising content should be attractive and encourage action.
• Landing page – this is a specific page on your website that the user reaches after clicking on the ad. The landing page should be thematically consistent with the ad and contain relevant information or offers that align with the user’s search intent.
• CPC (cost per click) – this is one of several payment models in Google Ads campaigns, in which you pay for each click on your ad. Cost per click may vary depending on keyword competition and the quality and attractiveness of the ad.
• Conversion – this is a specific action that you want the user to take after clicking on the ad. This could be purchasing a product, filling out a contact form, downloading an app, etc. If you want the user to do something on your page, it’s worth mentioning it with a call to action.
• Remarketing – is a strategy that involves reaching people who have previously had contact with your website but have not made the desired conversion. With remarketing, you can show ads to these users across Google platforms, reminding them of your business and encouraging them to come back and convert.

The main task of the Google Ads agency is to run campaigns in the Google ecosystem. Such digital agencies also offer a wide range of services related to generally understood online advertising, which are aimed at optimizing advertising results and achieving the intended marketing goals. For example, they may deal with:

• Long-term advertising strategies. Google Ads agencies help clients develop long-term advertising strategies, taking into account their business and marketing goals. They act as clients’ partners, providing constant analysis, optimization and development of campaigns for maximum results.
• Planning and running Google Ads campaigns. They support clients in creating a detailed campaign plan. They help in selecting appropriate keywords and advertising groups, taking into account the client’s budget and goals.
• Ad optimization. Specialists working in Google Ads agencies have experience in creating attractive and effective ads. They design headlines, descriptions, landing page links, and other ad elements to capture users’ attention and encourage them to click. Moreover, agencies regularly monitor and optimize advertisements, adapting them to changing needs and trends.
• Analysis and reporting of activities. Google Ads agencies track and analyze campaign performance, providing clients with detailed reports on ad performance and effectiveness.
• Training and technical support. Marketing agencies can also conduct training, webinars and offer technical support to clients. They help you understand Google Ads tools, interpret analytical data, and provide advice and guidance on effective campaign management.

Google Ads offers various types of advertising campaigns that can be individually tailored to your business goals. The most frequently chosen ones are:

• Search campaigns – this is the most basic type of campaign in Google Ads. Ads appear in Google search results when users enter related queries. Text ads used on the search network consist of headlines, ad text, and a URL. They allow you to reach users when they are looking for specific information or products.
• Display Network Campaigns. The Google Display Network is the collection of websites, mobile applications and other partner platforms on which Google ads can be displayed. Display campaigns allow you to use a variety of advertising formats, such as image banners, text ads, video ads, and responsive ads, that accommodate a variety of page sizes and layouts.
• Product campaigns (or shopping campaigns) are campaigns dedicated to online stores. They allow you to display product ads in Google search results and in the Google advertising network. Shopping ads contain a product image, title, description, price and store name. They allow users to easily compare products and redirect them directly to the product page in the online store.
• Video campaigns. Google Ads allows you to create video-based advertising campaigns. Video ads can be displayed on YouTube and the Google Display Network. Video ads can play before, during or after other video content plays. They offer the opportunity to attract attention using dynamic visual and audio content.
• Mobile app ad campaigns, recommended if you want to promote your app. Ads can be displayed on Android and iOS platforms, increasing brand awareness and generating app installs.
• Remarketing campaigns that allow you to reach people who have previously interacted with your website or app. Remarketing ads are displayed to these users as part of the Google advertising network and may remind them about your products or offers. This is an effective way to increase conversions and re-engage potential customers.

It is difficult to conduct any marketing activities without the framework of the entire project, i.e. the Google Ads strategy. How to go about it?

1. Define your goals. The first step in building a Google Ads strategy is to clearly define your advertising goals. Decide whether you want to increase brand awareness, generate more traffic on the website, increase sales, acquire new customers or build a database of potential customers?</span >
2. Understand your target audience and create a marketing persona. In this step, it is important to take into account their preferences, needs, behaviors and interests. Matching advertising content to the expectations and needs of your recipients is crucial to the effectiveness of the campaign. Conduct market research, competitor analysis and use analytical tools to gain deeper insight into the profile of your target group – this is invaluable knowledge for a Google Ads specialist.
3. Choose appropriate keywords. Conduct research to find the potentially most effective keywords for your industry and offer. Choose both general and more specialized keywords to reach the right audience.
4. Create attractive advertising messages. That is, those that will attract the attention and interest of recipients and make your brand memorable to a potential customer. Focus on a strong headline, a clear message, the use of keywords and adding a strong CTA.
5. Design an effective landing page, i.e. landing pages to which users are directed after clicking on the ad. Make sure your landing pages are consistent with your advertising content and provide your audience with valuable information. Make sure your landing page is consistent with your ad content and relevant to your target audience. Focus on readability, ease of navigation and the location of key information such as the offer, CTA or contact form.
6. Conduct tests, monitor and optimize your campaign. Regularly monitoring your results is crucial to successfully managing your Google Ads strategy. As part of this, you can analyze specific data important to your business, such as click-through rates (CTR), conversion rates, cost per click (CPC) or conversion or engagement rate, to identify the strengths and weaknesses of the campaign, and then make further changes.
7. Finally, analyze your competition and stay up to date with trends. Test new solutions and observe your competitors to identify their advertising strategies and tactics. Also monitor trends and changes in the industry that may impact the effectiveness of your campaigns.

When setting up your Google Ads account for the first time, focus on properly completing the registration process via the Google Ads home page. Choose the right account type, whether it’s a personal account for advertising your business or a manager account for managing customer accounts. Then select your payment method and provide the necessary information to enable billing for your ads. Also remember to set appropriate account access. If you work on a team, you can give different people access to your account at appropriate levels, such as administrator, campaign manager, or read-only. Finally, ensure integration with other tools such as Google Analytics 4 or your own CRM. This will enable better tracking of user activities and data integration, which will contribute to better understanding and optimization of campaigns.

Configuring analytics in Google Ads with Google Analytics 4 allows you to better understand and analyze the effectiveness of your advertising campaigns. How to configure GA4 correctly?

• Create a Google Analytics 4 account and follow the instructions for the first few steps.
• Connect your Google Ads accounts with GA4. To do this, go to administration in Google Analytics 4 and there locate the “Connection with Google Ads” option.
• Import goals from GA4 to Google Ads. As long as you have properly configured events in Google Analytics 4, you can import the most important goals after connecting your account with Google Ads. This will enable you to better track conversions and optimize your advertising campaigns based on more detailed data.

One of the stages of planning a Google Ads campaign is selecting the audience groups we want to reach with our ads. This process is called targeting. Google allows targeting based on various factors, such as:

• Keywords thanks to which the ad will reach users who search for specific terms in the search engine. If our target group are people who are looking for a moving company, we will include, for example, “removals” in the keywords.
• Location, which allows you to choose the area where our ads will be displayed. We can indicate a specific country, region, city or area bounded by a circle.
• Demographics, which allows you to target ads to users of a specific age, gender or marital status.
• Interests and behaviors, allowing you to select potential recipients based on their interests (selected from an extensive list) or the behaviors they present on the Internet.
• Devices thanks to which ads will be displayed on smartphones, tablets or in a browser.
• Specific websites and apps.
• Retargeting, allowing you to direct ads to people who have previously interacted with our website or ads.

Not all options are available for all campaign types. For example, Performance campaign Max allows for ad targeting only to a small extent.

Optimization is nothing more than constant correction and improvement of individual elements of the campaign. Everyone wants their ads to be effective and bring as many conversions and revenues as possible. Optimization in Google Ads focuses primarily on areas such as:

• Selection of appropriate keywords and their match types.
• Improve ad groups, their content and assets.
• Adjust budgets, cost targets, and bidding strategies.
• Testing different types of strategies, creatives and content.
• Analyze the results, allowing you to draw conclusions.

The more experienced the specialist, the fewer tests he or she faces. If someone has already run a similar campaign in the past, they know what settings will probably be the most optimal. However, this does not mean that you should not test new solutions.

The effects of the campaign will vary depending on many factors. Apart from the most obvious ones, such as budget, campaign configuration or action goal, we have other elements that influence the results. These include:

• Brand popularity.
• Competitor actions.
• Seasonal trends.
• World events.
• Item availability.
• Delivery speed.
• Customer reviews.
• And many more.

The work that specialists put into your ads is only a component of achieving success. It is important that cooperation between the marketing agency and people responsible for the appearance of the website and other departments runs smoothly.

The effects obtained thanks to Google Ads can be assessed based on data contained, for example, in Google Ads reports or in previously prepared Google Analytics views. It is important that campaigns have clearly defined goals. If we are running a sales campaign, such a KPI may be a specific ROAS or an increase in the basket value by X%. If we are interested in specific actions performed on our website, such as downloading a PDF file, we should also determine the value of such an action in order to later set the appropriate CPA in Google Ads. Based on the results, we can find places that require improvement and possibly perform A/B tests that will allow us to run the campaign more effectively.

Competition influences the way your Google Ads campaigns are set up and the results they achieve – that’s obvious. The more competitive the market, the more decisive and precise our actions should be. High competition increases advertising costs through higher CPC rates when using the most popular keywords. Companies that compete for the same target group constantly outbid each other, making the cost of clicking on an ad higher.

On the other hand, high competition has a positive impact on the quality of advertising. Companies try to make their advertising better than the competition, which encourages each other to pay as much attention to this element as possible. Thanks to this, the user experience is better than in the case of advertising from companies that have no competition.

Two parties benefit from this: Google (through higher advertising costs) and customers (through better advertising quality). The biggest losers are entrepreneurs who have to increase their advertising and media budgets in order not to be outdone by their competitors.

There are many internet marketing agencies on the market. Each stands out from the competition to a greater or lesser extent. So why should you choose Up&More? Firstly, because of the guarantee of the best results, thanks to which our clients have been working with us for years. Some of them almost from the very beginning of our company! Secondly, through professionalism and continuous development of specialists. Developed habits and keeping your finger on the pulse of every change in the Google Ads system allow you to outdo your competition. The third reason should be the degree of specialization of our experts. Some have been working with app promotion campaigns for years, while others are masters of contact acquisition. You have a guarantee that the person who will deal with your campaigns will know their stuff! It is also worth mentioning artificial intelligence, which has been becoming more and more popular for some time – we have harnessed it almost one hundred percent, thanks to which we can create more effective content. Still hesitating? Check what our customers say about Up&More and what results we managed to work out.