While working with eCommerce companies on launching PPC marketing campaigns, we’ve noticed that many of our clients have the same questions. In order to help you better understand the requirements of the Google Ads and help you decide if you can manage it on your own, here are answers to these commonly asked questions.
What are the benefits of outsourcing Google Ads management?
If you choose to outsource Google ads, you can launch immediately without the need to hire a dedicated full-time campaign manager. It also typically results in a higher ROI since the ads agencies have more experience and specialized domain knowledge.
What are the challenges of outsourcing Google Ads management?
Some of the key challenges businesses have reported encountering when outsourcing Google Ads management are:
Not all agencies or freelancers specialize in your niche. While they may excel in running successful campaigns in general, their lack of familiarity with your specific market could lead to underperforming ads.
Some agencies aren't equipped to scale with your business. For instance, if your needs grow suddenly—such as wanting to run campaigns in new regions or launching a new product line—the agency you’re working with may lack the resources or expertise to adjust quickly.
Certain agencies take a "one-size-fits-all" approach, applying the same strategies across different clients regardless of their unique needs. While these cookie-cutter strategies might yield successful campaigns in the short run, they rarely drive sustainable growth or long-lasting results.
To tell if an agency is a good first, consider the following factors:
Work with a team that understands the nuances of eCommerce and your specific industry. This includes aspects like shopping campaigns, remarketing, and product feed optimizations.
Ask for case studies, testimonials, or examples of their work with similar brands. Look for measurable results, not just promises.
Google Ads can be explained in the following three major points:
You should prepare by gathering information about the following categories:
Make a list of words that your target audience members are likely to enter into the search engine. This largely depends on what buying stage your target market will be in to help you reach your goals. If they are in the research stage, you can use broad keywords that focus on the problems your audience may be trying to solve. If they are in the comparison stage, you will need specific keywords such as product types or specifications.
Make a list of locations in which you operate or in which you would like to test your market. You have the ability to drill down by country, state, city, and/or zip code. Before launching, we recommend that you map out the areas in which you operate and understand the potential search volumes before you make a decision about where to target.
Gather product information, problems it solves, comparable ads from other campaigns, etc.
Even though it’s not required, we highly recommend that you have a separate landing page for each campaign.
We recommend you use one of the following two approaches:
Budget-focused approach
Calculate your potential monthly budget by determining the monthly search volume for targeted keywords. Apply a 2% click-through rate to estimate the number of clicks you can expect, and multiply the number of clicks by the cost per click for each targeted keyword. Then, divide your approved Google Ads budget by your estimated monthly ad spend to get the approximate duration of the program.
This is the opposite of a budget- focused approach and more applicable if your campaign goals are focused on search volume. Calculate your monthly ad spend using the method above and then determine what portion of the market you need to reach.
You can measure the success of your PPC marketing campaigns by how well they met one or more of the following business goals, depending on its intent:
Google Ads has flexible reporting capabilities and convenient data exporting. Reports can be exported in CSV, XLS, or PDF formats and can be scheduled to run automatically. Data can be cut and segmented by campaign, geography, time, search terms and other variations.
If you’re deciding between using an internal team of outsourcing Google Ads to an external team of experts, let the following two criteria guide you:
You are charged on a per-click basis. This means that you are only charged when someone clicks on your ad.
Yes. With Google Ads you can set up a daily budget limit per campaign to limit your risk.
We recommend integrating your Google Ads account with Google Analytics. Google Analytics gives you a deeper understanding of user behavior after they land on your website. You can use it to discover things like:
No. We recommend that you manage your PPC marketing campaigns using the tools Google Ads provides. Their bidding algorithms are far better than anyone in the market as they have all of the access to the user intent data.
Losing money using Google Ads is possible if:
