Google ADS Campaign Management

Reach users interested in your products
with Google Ads campaigns

Google Ads, the basis of every web marketing strategy

Google Ads campaigns are the most effective advertising tool within search engines. They consist of having an ad with links to one’s site appear in the top positions of Google when specific keywords are searched by the user. This activity allows you to direct strongly targeted visitors to your website, as they are interested in topics related to your products and services, consequently generating leads and new contacts.

When managing Google Ads campaigns, one must focus on the cost in pay-per-click mode: once the daily spending budget is defined and loaded, Google charges the advertiser only the cost for the actual clicks made by users on the ads.

Types of campaigns
Google Ads

  • Search

    : Text ads that are displayed by the user in the Google SERP during the search phase, after typing keywords of interest.

  • Display

    : Banners displayed in portals affiliated with the Google advertising network. Banners are made in standard IAB formats. They are a great way to have a visual advertisement, not disturbing the user too much while browsing the Internet.

  • Remarketing

    : “Tracking” banners that are displayed by the user while browsing the web and other sites, only to users who have already visited the advertiser’s site.

  • E-commerce shopping:
    Dedicated e-commerce ads in which an image, title, price, and business name can be included without having to create a unique ad for each product.
  • Gmail Ads – GPS: These are interactive and are displayed in the Promotions and Social tabs of the Gmail Inbox.

Google Ads campaign management:
the stages of the project

1. goal setting

Once the brief is received from the client, a prior analysis of the keywords most searched by users in the area of interest is carried out, along with a ranking analysis of competitor websites. With this data, an effective Google Ads strategy can be set up. Next, goals are defined together with the client and the results to be achieved.

Timing: 5 working days after receiving the brief

2. Budget setting.

To implement a campaign, a maximum monthly advertising budget is set, which will be used on a per-click basis. The cost of clicks is variable depending on many parameters, including the relevance of the website with the requested keywords, the amount of active advertisers in the chosen period, and the click-through rate recorded on the ads (CTR). Budget setting generally depends on the goals you want to achieve.

Timing: 5 working days from meeting/call with client

3. editorial plan

Together with the client, the keywords to be sponsored are selected with the goal of choosing the most consistent and effective ones to maximize the flow of contacts to the site. At this point, an editorial plan is drawn up (usually monthly) that includes: the keywords for which the ad will be displayed broken down by “ad groups”; the text ads associated with each keyword group; and the link to the relevant landing page or a specific page on the website.

Timing: 5 working days from confirmation of the activity

4. Landing page

Each ad should be linked to a specific landing page, to be optimized from a structure and content perspective, so as to improve SEM performance. Depending on the subject of the campaign, one or more landing pages may be used, exploiting if possible pages already present on the client’s site or alternatively created from scratch on another domain/subdomain.

Timing: 3 working days

2. campaign startup

Once all materials are approved and platforms are set up, the campaign is launched, with daily performance monitoring and subsequent proactive and reactive optimization both daily and weekly. Following this we proceed to periodic monitoring of the campaign, constant ROI optimization and activation of advanced statistics on the site with Google Analytics.

Timing: after 5/7 working days from the end of campaigns

Staff employed to manage Google Ads campaigns

  • Account Manager: is the point person for the client and is in charge of managing all the operational steps necessary to start a Google Ads campaign, acting as a liaison between client/business area/web marketing specialist.
  • SEM (Search Engine Marketing) Specialist: is a certified specialist who is responsible for generating valuable paid traffic to the client’s website through search engines (Search Engines), of which Google is the main player.
  • Graphic Designer: responsible for creating campaign materials (banners and landing pages) from a graphic point of view, devising the creative concept of the message to be conveyed.
  • Copywriter: responsible for writing the editorial plan for search ads and landing page text content, using an engaging writing style.

Why choose
Spada Media Group

Effective Google Ads campaigns require the use of professional software and leveraging the knowledge and experience gained from managing many projects.

Spada Media Group, being acertified Google Premier Partner agency, can ensure proper setup, continuous monitoring and management of both on-site and off-site cross-media campaigns.

The agency team consists of communication, marketing, as well as Google Ads specialists, content specialists and web reputation experts, who will be able to provide you with comprehensive and in-depth advice. Contact us for more information.

google ads CONSULTING services

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