Five Steps to Google Ad Campaign Success

Crafting a successful Google Ads campaign requires strategic planning. Why should Google ads be part of your marketing strategy? Because you reach your target audience and only pay for actual, measurable results like clicks (pay per click or PPC). Pinecrest is already managing this for many of you, but for anyone who wishes to take it on, here are key steps to guide you:

Define Clear Objectives

Since we can't add Google conversion tracking tags to the franchisee websites, it's super important to make asking, "How did you hear about us?" a standard part of your new member welcome process. This old-school tracking method not only helps measure your marketing effectiveness but also explains why those Google Ads performance emails might show zero conversions - don't worry, it's just because we can't track them digitally!

Conduct Thorough Keyword Research

Identify keywords that align with your business and audience intent. We have a standard list we use for most ads we set up. Utilize tools like Google Ads’ Keyword Planner to discover high-performing keywords and forecast their potential impact. It's actually a cool tool to use- you can see how many clicks each month (on average) to expect in certain zip codes for specific keywords!

Create Compelling Ad Copy

While crafting your ad copy, you'll create compelling headlines and descriptions that speak directly to your potential customers' needs. Google will offer suggestions, but remember - you're the expert on your business and target audience, so trust your instincts about what messaging will resonate most effectively.

Implement Effective Bidding and Budgeting

We typically recommend starting with a maximum cost-per-click (CPC) bid of $3-4, which gives us room to gather data while maintaining budget control. Keep in mind that your ideal bid may need adjusting based on your local market - some areas have higher competition driving up click costs, while others might let you win clicks for less.

Monitor and Make Changes as Needed

One of the most crucial weekly tasks for managing your Google Ads is reviewing your search terms to see exactly what phrases people are typing when your ads appear. Take a few minutes to add any irrelevant or unwanted search terms to your negative keyword list - this simple habit will prevent wasting budget on clicks that won't convert and keep your ad spend focused on reaching your ideal customers.

By following these steps and remaining adaptable to market changes, you can create a Google Ads campaign that drives meaningful results for your business. Give us a shout if you are interested in incorporating this service into your marketing and want us to help!