Things To Remember Before Choosing A Digital Marketing Consultant To Run Your Google Ads

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Things To Remember Before Choosing A Digital
Marketing Consultant To Run Your Google Ads

• Like anything, it can be tough telling the expert
  from the amateur, but knowing the right questions
  to ask your marketing consultant can make sure
  that you get the right person for your brands
  marketing.
• Obviously there's a lot of other stuff besides
  these questions as these just covers the basics,
  but talking to someone who is brilliant at
  Google ads, he keeps coming across Google ad
  accounts that have been set up by so called
  experts and are just a shocking, one client had 2
  different people work on his account, that 5000
  was spent on in a single month... he had 5
  negative keywords set up (should have been 100
  as a start), he believed 3000 of that spend was
  completely wasted.
• Which match types will be used on the account?
• Brand match will be the wrong thing to have as
  Google decides what search terms to use and that
  can be very broad - as an example, Google thinks
  that property finances are similar to pay day
  loans. You should look for bid phrase or exact
  phrase match such as if you sold window shutters
  'window shutters' or "Timber shutters"
• How many negative keywords will you use in the
  campaign?
• If you want a word or phrase which should not be
  included in the search terms, then you need to
  have this in your negative keyword search. Aim
  for 100 to start with, and focus on things like
  'free', 'jobs', and 'job' including the
  misspelling of these (single words and
  broadmatch)
• What's the plan for the landing pages?
• If say the keyword you want your ads to show up
  for is "Timber shutters" or "window shutters" and
  you write you landing pages copy on which you
  are sending the click through too, then change
  the keywords on that page so they're relevant to
  the search, eg "timber shutters" on one page then
  "window shutters" on the other, so that the
  keywords match what the person was searching for,
  Google robots then really like the page and it
  gets a higher relevance score, make sure these
  pages aren't index as Google doesn't like pages
  with the same content.
• What geographic areas are being targeted?

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• Consider geo-targeting in smaller areas to start
  with. Google's 'recommended' boxes are normally
  focused on tips that will help Google make more
  money, so make sure that you untick the ones that
  aren't needed. You can also focus on
  geo-modifying for specific geographical areas
  such as New York in the search.
• How often do you check the search term report?
• Available from the third day, the reports will
  give you a lot of the negative keywords to add to
  your negative keyword terms. Make sure that your
  Google Ads expert is planning to factor in
  keyword research in order to know what people
  have searched for to see your advert
• What time of day are you running the adverts and
  what days?
• Time of day and other details depend on the call
  of action on the web page they're landing on
• What quality score are the adverts?
• 5 is the normal starting score and when people
  click through, if they leave straight away this
  reduces your relevancy score. Equally, when
  people look around and click through, your
  relevancy score goes up. Why's this good? The
  higher the score, the cheaper the click through,
  so say the click through for a score of 5 is 1
  each, a score of 10 might be 50p and a score of 1
  might be 5 each
• How many conversions are you getting from your
  impressions and clicks?
• If your PPC Advertising Service provider is
  telling you that they've got 500 clicks and that
  it is your website thats lacking thats the
  reason you're not getting conversions then they
  should - A) they should be advising you on the
  landing page and B) what are the search terms
  used by your customers to find your ads
  (remember your search terms report)