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Have you been wanting to use Google Ads for your small business? If so, you're going to want to read this first! I asked my friend Grayson who owns his own digital marketing agency if he would be willing to host a Q+A video and I'm so excited he said yes! Him and his team have worked with a number of my web design clients and have really helped them see success. I'm honored he took time out of his Friday night to jump on and answer these frequently asked questions!
Let's dive in!
In case you'd like to listen/watch this Grayson and I recorded it on video too!
Why don’t you use the “near me” Keyword when running Google Ads?
Google is smart enough to automatically connect the keywords you're using in your ads to users who could be searching it in your selected area. Geo-targeting settings are an independent task that generally run on the campaign level. This means you adjust Geo-targeting settings for each campaign you run on Google ads. Then, once you input all your location settings correctly, Google ads can connect the near me keyword directly to the location settings you've set up.
Can’t you just set a maximum Google ad spend limit, and why must you monitor the budget daily?
Oh my goodness, trust me. I wish we could set a maximum spending limit in Google ads; it would make my job much more manageable. With that said, the short answer is no. Unfortunately, you cannot set a spending limit through your Google Ads. Google Advertising works in terms of a daily budget for your campaigns. Google also recommends that if you place a daily budget, you should be prepared to spend at most two times your daily budget on any campaign or, in monthly terms, 30.4 times your daily budget.
We monitor the budget daily, because Google always wants you to spend more money on your advertisements without realizing it. To hear Google’s side, they have provided several resources, equations, and information about budgets and their operation. That is linked here. Although you're unable to set a spending limit, Google does have a section devoted to “What happens when served costs exceed daily or monthly spending limits” That generally provides further insights into how Google ad budgets work.
Can I advertise X, Y, or Z thing…
for me, it was (Religious/political or, as Google calls it, “Identity and belief” and Stem cell /regenerative medicine pharmaceutical products, which Google calls “Sensitive interest categories.”)
Before anyone considers running an ad through Google ads, you must check Google's Personalized advertising policies to ensure your ads comply with their systems. If you think to yourself, “Oh, I'm fine. I have a Google Ads expert in my corner, so there is no need to review the policies because they'll do it for me,” I strongly recommend against this way of thinking; here’s why: Google is constantly putting out updated information, and we as Google ads experts make it our mission to stay on top of the latest news updates and strategies to implement into your Google ad campaigns. Before you start pouring money into Google ads, I strongly recommend spending time researching to ensure that your product/service will comply with Google ads first. Then, double-check with your Google ads expert for any questions or information you want to bring to their attention.
What are conversions?
What are the best ways to track and make conversions? How do I send my conversion CLEAN data to Google Ads and Google Analytics for proper tracking?
These are the questions I frequently ask by other people in my industry. What I mean by that is that other Google Ads experts running advertising campaigns usually do not know the answers to each of the questions above. While they may know the answers to one or two, I rarely find Google Ads experts who effectively leverage conversions within their advertising campaigns on Google. As an official Google advertising partner, I want to offer my perspective on entering the vast ocean of conversions. At a very high level, conversions, also known as key events in Google Analytics, are actions you want your users to take after they click on an ad. For example, if you're an e-commerce business, the action could be purchasing a product or submitting a lead form if you're looking for lead generation. Whatever action you want users to take after they land on your website can be considered a conversion, and you can make as many conversions as you would like! To touch on the remaining questions without going too long, the answers all stem from a third Google platform known as the Google Tag Manager. You can adequately set up the Google tag manager and fully understand its systems to connect to both Google ads and Google Analytics. The answers to each of these questions will come shortly after. I bring this up because these are questions that other Google Ads Agencies, even on a corporate level, are continuously asking and searching for answers to. These are Google Ads Agencies that are spending tens of thousands of dollars monthly for their clients WITHOUT THE PROPER CONVERSION TRACKING IN PLACE! So, if you're running Google ads, even through a third party, ensure they know what they're doing regarding your conversions; otherwise, they could cost you more money than they’re generating. Google ads is an investment, but if set up correctly, it will bring an incredible return!
What content, visuals, and resources will I need to run an advertising campaign on Google Ads?
This varies deeply depending on the type of advertising campaign you are running. With that said, there will always be one piece of content consistent across all Google advertising campaigns: headlines and descriptions...Headlines and descriptions are a Cornerstone of your campaign and will be the main selling point for each of your Google advertising campaigns. Hence, it's essential to remember that while quality is critical, quantity will push your campaigns to the next level. I say this because Google loves data! So, the more headlines and descriptions you can give them, the more variety within those headlines and descriptions, the better they will be able to advertise your campaign effectively. Additionally, Google will reward this behavior by providing insights on which of your headlines and descriptions are performing well and which are performing poorly, allowing you to swap out assets with better-performing ones. I also want to touch on what we typically do in our process for Google Ads content. Usually, we run the Performance Max campaign, which means advertising on multiple Google platforms, such as YouTube and Display. This means that we are leveraging ALL and less tapped-into markets with different content ranging from logos to videos. This is wonderful for your advertising campaign because you can meet your consumers/potential leads on whatever platform they use online. We recommend leveraging this content when we typically run advertising campaigns for anyone. This includes videos, images, logos, headlines, descriptions, and long-form headlines. This wide range of content allows Google to pull from each category to craft the perfect ad for your consumers or potential leads.
