Google Ads: successful Google ads for more sales

Keyword analysis as a cornerstone of the Google Ads strategy

If you want to develop a successful Google Ads strategy, you should know what your target group is actually looking for. As an official Google partner, we use the Google Ads Keyword Planner to determine the most relevant and most promising keywords for you based on reliable search volume data. While we are performing the keyword analysis, we are already clustering the most interesting terms in a clear Excel file so that an initial professional campaign structure can be recognized for your Google Ads account. Of course, we can refine this structure together in the further course.

Linking the Google Ads account with the Google Analytics account

We place great importance on a clean link between your Google Ads account and the corresponding Google Analytics account, so that all website measurements can be seen in your two Google accounts thanks to automatic tagging. If you still need a Google Analytics account, we will gladly set it up for you with the help of Google Tag Manager and then link it to your new Google Ads account.

Intelligent Event & Conversion Tracking

The implementation of meaningful event & conversion tracking (recording of target plans) is fundamental for both professional and cost-efficient Google Ads advertising. In order to obtain the most reliable data possible, we use all the important features that the Google Tag Manager offers in conjunction with Google Analytics. For example, we record contact requests that are sent using contact forms. We also track clicks on phone numbers or email addresses. We can also find out, for example, how often a certain PDF is downloaded or an image video is played. All tracked events are set up as goals (conversions) in the Google Analytics account and given an appropriate goal value (conversion value), which we will be happy to determine together.

Analysis

In order to discuss your strategy in detail, your company's positioning and objectives, a detailed keyword analysis and an analysis of your current situation are necessary. Which services, products and unique selling points characterize your company? Who are your fellow campaigners and what are their online marketing strategies? Do you already have a Google Ads account and are your Google ads based on intelligently selected keywords and reliable target values? We pursue these and similar questions in the first step in order to define the target state together on the basis of your current situation. We use innovative tools for the analysis, including ahrefs, SEMrush, Google Ads Keyword Planner, Google Trends and many more.

Strategy and Target Definition

Once the current situation has been analyzed and we have gotten to know your company somewhat, we will jointly define a detailed plan for achieving specific Google Ads goals. The CPA value (cost per acquisition) will play a key role here. When developing the Google Ads strategy, we address budget issues and also define the desired conversion value / costs - value that should be achieved in the short, medium and long term. We focus on ambitious goals that we can achieve with professional methods.

Development of the specific Google Ads concept

On the basis of the previously developed strategy and newly defined Google Ads goals, we are now working out a specific Google Ads concept in which we transparently access all important basic settings, campaigns, ad texts, ad extensions, keywords, bid settings, CPCs, etc in a Word document. We can of course work on and refine this “living document” together. We can only create very efficient Google Ads advertisements with the help of your constructive feedback, especially since we want to use the language of your customers for the new ad texts. It is also best practice to include the most important unique selling points of your company, your USPs, in the Google ads..

Setup of the new Google Ads campaigns

After you have approved the concept, the new Google Ads campaigns will be set up. Since all important settings, metrics and ad texts are defined in advance, this is very easy to do. Before the new Google ads are finally activated, we implement event & conversion tracking and, for shops, also eCommerce tracking. Basically, at the beginning we focus on what we believe to be the most promising keywords in order to avoid wastage. Based on advertising opportunities and interesting keywords, we will optimize and expand your campaign structure as the process progresses.

Professional Support and Optimization

Once set up, the phase of professional support and optimization begins, which basically continues indefinitely. Thanks to the professional linking of your Google Ads account with the corresponding Google Analytics account and the intelligent conversion tracking, we receive valuable data which help us optimize CPAs and conversion value / cost values. The higher the value that comes out when you divide the conversion value (sales in shops) by the Google Ads costs, the more efficient your Google ads are. In addition to CPA and conversion value / cost value, we focus on quality factors, advertising relevance, shares of possible impressions, actual search terms, advertising opportunities and many other interesting metrics.

Google Ads at account level

At the account level, we make sure that all important conversion data (intelligently attributed) is imported from your Google Analytics account into the Google Ads account. We also define joint budgets, bid strategies and lists with negative keywords. We also manage your linked accounts, account access and target groups. The latter are essential for a cost-efficient placement of remarketing campaigns. RLSA campaigns can also only be activated with the help of intelligently selected target groups. (RLSA = Remarketing Lists for Search Ads)

Google Ads Campaigns

We create your Google Ads campaigns based on a detailed keyword analysis that we create using the Google Ads Keyword Planner. Since we run a separate campaign for each important keyword cluster, our respective campaign structures are very granular. The advantage of this structure is that all important basic settings such as budget, locations, advertising schedule or bid adjustments (for certain times, devices and locations) can be adjusted very flexibly for each campaign or keyword cluster. In many cases it even makes sense to give the keyword "buy [product] online" its own campaign, for example, rather than simply assigning it to the general [product] campaign. We often process keywords and advertising opportunities suggested by Google in a completely new campaign.

Google Ads Advertisements

Thanks to our granular campaign structure, we can define appealing Google Ads ads for each important keyword cluster, with which the user can identify himself very well. And a high level of user identification with the ad is essential for a high click rate. Basically, we place at least four extended text ads and one responsive search ad for each campaign. With this approach we can ensure that your most important unique selling points can be mentioned in the advertisements. If, after a certain period of time, we discover that one or the other advertisement is not performing well, these ads will be replaced by new ones. Our assessment is based on the click rate (CTR), conversion rate and conversion value / cost value.

Google Ads Extensions

So that your Google Ads advertisements take up as much space as possible in Google, we basically use all extensions that Google Ads offers. The bigger your advertisement, the higher the corresponding click rate. When we include sitelinks, we always add them with a sitelink description. Of course, we also use extensions with additional information, snippet extensions, call extensions, location extensions and Co. In the case of callouts, we once again expressly point out your unique selling points. For the location extensions, we will professionally create a Google My Business account for your company, if not already available.

Google Ads Keywords

At the keyword level, we check the search terms that actually triggered your Google ads at regular intervals. Thanks to the corresponding report, we can find high-conversion money keywords. Of course, the actual search terms also help us to discover irrelevant keywords, which we then of course exclude. When optimizing keywords, we also take into account the respective quality factor and the respective advertising relevance. We always strive for the highest possible quality factor and above-average advertising relevance. Often a helpful measure to improve these metrics is to increase the landing page quality, for example by adding relevant keywords or user-friendly content.