On this episode of E-Commerce Marketing with the Pitbulls, Andy and Lindsey discuss why you need to have regular eyes on your Google Ads campaigns. They answer the frequent questions, “Can I just set up Google ads and let them run?” and “Can I have an agency set them up and then just let them run?”
The short answer is no. This is something you’re spending money on and you want to be a good steward of your money. Often, small changes can end up costing you big money without bringing increased revenue in. You want to keep an eye on it and ensure it’s running at its best.
A/B Testing & Optimization
We hear a lot about people setting and forgetting. Then they return to us a month later and ask why it’s not working anymore.
For optimization purposes, we’re talking about ensuring your keywords are constantly efficient and effective. You want to take out negative keywords that are working against you and may be spending too much money.
For A/B testing, we’re talking about changing the copy; testing the headlines, descriptions, and images with the goal of making them as effective as they can be. You’re spending the least amount of money and getting the most in return.
You need to keep an eye on what’s working and what’s not. Then make changes in response.
Seasonality & Competitors
Even when your account is running at its optimum, things will change over time.
Think seasonality: holiday sales, demand changes, or a product that performs better at a certain time of year.
Keep an eye on things; pushing your budget up and down as appropriate, same with your target results.
Your competitors are also changing and doing different things.
A competitor could start bidding on the same keywords or running a similar ad. This means the auctions you’re taking part in will become more competitive.
You want to keep an eye on it so you’re there and seeing what’s happening.
Consider that platforms are constantly changing. We see this a lot with Facebook, but also with Google.
One day, you log in and it’s a completely different interface, new product, or new feature.
With new features, you need to be prepared to learn how they work and see if they will actually benefit your ads.
Google is moving more toward automation. It’s easy to see these pop up and click okay, thinking you will save yourself time and money by letting Google take care of it. You may look back and realize you gave Google permission to spend a ton more money and didn’t get any more results coming in.
Google is constantly changing, and if you’re not staying on top of how they’re impacting your industry, and your accounts in general, you may end up spending a lot more money for less results.
With the recommendations, there are some good insights, but often it’s just a way to get you to spend more money.
Timing is important too. There’s a right time to jump on these recommendations so that they work with your strategy. Sometimes, if it’s too early, there are still bugs in them.
Remember, Google is a company and they’re testing these new features on us as Guinea Pigs. Ultimately, if you keep an eye on things, you’ll know that some of the recommendations don’t make sense for your business.
Goals & Projects
As you roll out new products, you need to keep your ads up-to-date with content, copy, creative images, and video.
Make sure you’re featuring your new products and pushing them.
Think through your campaigns. Certain products may work better in front of different audiences like YouTube, or maybe they need more education, or maybe it’s a product people are searching for.
Your goals may also change. At certain times of the year, you may want to push different products. Sometimes you may be willing to take a smaller ROAS because your goal is customer acquisition and building your list.
It’s going to take a constant understanding of your business strategy, a constant understanding of what you’re putting out and what you’re trying to get done.
Not every campaign is going to have the same goal. You can’t just copy & paste. You have to craft each one with your goal in mind.
It’s a big world out there and things are constantly changing. Not just with platform and your strategy, but with the digital marketing landscape.
What does the digital marketing landscape look like for your industry? In what ways does it look better and in what ways does it look worse?
With your Google Ads campaigns in mind, remember you can’t control what’s bigger than you or your business. But you can change your campaigns in response to reflect that and be better optimized.
So why is it important to understand how your Google Ads are doing? You need to know their performance, your goals, and how those fit into your overall strategy. How does how Facebook is performing impact how Google is performing? Look at email marketing, collect customer emails, and then use it inside Google. It’s important to remember that we’re looking at an omnichannel strategy here and touching customers across multiple points in their lifecycle journey. Google Ads and what we’re trying to do doesn’t happen in a vacuum. You have to understand what’s happening across other platforms and optimize for that in both Google Ads and the broader strategy.