Google Ads™ Management

Account Architecture

The structure of your account is very important. I know how to structure the account for maximum ROI / ROAS, optimal budgeting, pure logic, scalability, and overall performance.

Keyword Research ⁴

We'll talk about your desired keywords and discover new opprotunities to capture the releveant users you want. Keyword research happens at the beginning of and periodically throughout the lifespan of a campaign.

Keyword Match Types

Google Ads™ can use numerous Keyword Match Types. Broad, Phrase, Exact, and modifiers need to be used together properly for ultimate success. Negative Keywords are very important to ensure you don't pay for irrelevant traffic.

Location Targeting

Whether trying to reach Local, Regional, National, or International customers, I know how to properly implement geo targeting so we get the right users and avoid undesired traffic.

Ad Copy

No matter the Ad format, I have a lot of experience writing Ad Copy that entices users to engage with your business. Propely communicating your message is very important. I incorporate your messaging with Ad Copy best practices for ultimate results. Great Headlines and Descriptions are a key to success.

Bid Strategy Optimization

There are many types of Bid Strategies available to use. I intimately know all of the strategies, which to use, and how to configure each for the best results. My human knowledge plus Machine Learning based bidding strategies are a very powerful combination.

Improve Quality Scores

Quality Scores are a metric [1-10] Google assigns to how relevant it believes your Ads are. Improving QSs can result in higher search positions at lower CPCs, resulting in more engagement without having to raise your Ad Spend budget.

Ad Extensions

There are more than 15 Ad Extensions available to use. I know which ones are right for your business and how to best implement them. Ad Extensions increase interaction rates, increase the literal size of your Ads, and allow us to communicate much more than simply the Ad Copy Headlines and Descriptions.

A/B Image Testing

We have many opprotunities to use Images within your Ads. Even primarily text-based Ad formats like Responsive Search Ads can use images. Testing the impact of image assets is crucial.

Ad Scheduling & Dayparting

When to show your Ads is very important. I can make sure that your Ads display at the right times to have the highest impact. And conversely, e.g. with Phone Call Ads, when to NOT show Ads that won't be as effective.

Landing Page Improvements

Many PPC agencies ignore the importance of Landing Pages. Improving your Landing Pages is crucial to communicating your message and having users engage with your Calls to Action. This is an art I've perfected during my 14+ years of experience.

Competitor Analysis

When your Ads start to knock your competitors out of the first spot on Google, they will react. What's their strategy and how can we best them? What's the competing keyword overlap and how do we compare in Auction Insights?

Audience (FLoC) Analysis ⁵

Audience Lists may be used depending on your campaign goals — we want to ensure these are the appropriate users. It's important to understand the Audiences that are interacting with your Ads.

Conversion Tracking

There are technical and unique code aspects to conversion tracking. It's important to know what users do once they get to your website or app. Clicks, sales, lead form submissions, and calls are all actions to monitor.

Conversion Rate Optimization

This is important and one of our primary goals. A lot of time, thought, and effort goes into improving the converions your campaign produces.

Experienced.  Knowledgeable.  Personable.

My clients are important to me and I'm selective about the companies and people with whom I work. I strive for a long-term relationship and I've worked with some clients for 17+ years.

Communication is important and I can talk in plain English about the complexities of PPC campaigns. I'll learn about your business and we'll discuss what needs to be done.

Large PPC agencies have too many cooks in the kitchen and often fail their small clients in favor of the bigger fish who help pay for their expensive office space.

I do all the work — nothing is outsourced.

Campaign Creation

One-Time Fee

No campaign? No problem. I can create your campaign from scratch and this is a one-time fee. Depending on the amount of Ad Spend, your account will need monthly management or quarterly check-ins as competitors react, the platform changes and updates, etc.

Monthly Management

Billed Monthly

I handle accounts that range in monthly Ad Spend from $1,000 to $40,000. The monthly management fee is a flat rate based on the scope of your account. If the scope changes, the monthly fee changes.

Ad Hoc Consulting

One-Time or As-Needed

I work with large advertising agencies to consult on the campaigns they create for their clients. I can consult on a one-time or as-needed basis.

REFERENCES

1. Search partners: Definition
2. Google Ads API: Conversions Overview
3. How Does Google Remarketing Work?
4. Moz: The Power of Keyword Research
5. The Privacy Sandbox: Federated Learning of Cohorts (FLoC)

Interested in SEO?

Be found Organically in Google Search

SEO is separate from PPC — you don't pay for each Click, Impression, or View. Search Engine Optimization can be a great compliment to your Google Ads™ campaign efforts.