Google Ads u Microsoft Ads

Ħolqien u Rabta ta 'Kampanji ta' Reklami Google u Microsoft Ads.

Linking Locations to Ad Campaigns

The next and most important step is: linking the location to Google and Bing Ad campaigns. Online ad campaigns are the heart of NuFinishPro and its success. While Google Ads tend to be the main player. It is equally as important to have Bing Ad campaigns set up and ready to use at any time.

Linking a location/landing page to a Google Ad campaign looks like:

• Familiarization with the Google Ads software. NuFinishPro campaigns are all managed in the Google Ads Manager.(it’s not as scary as it looks)
• Inserting location information & copying necessary details from an existing successful campaign—as NuFinishPro has several years of experience using Google Ads, there will always be a campaign eligible for copying
• Adjusting ad campaign budget and running hours to match the needs of the specific location. (new NuFinishPro locations will have to invest more into ad campaigns initially. Meaning the budget should be higher at first. Then decrease over time with the accumulation of positive customer reviews)
• Transferring details from finalized Google Ads campaign to Bing Ads campaign. (Bing Ad campaigns are used in special circumstances. Normally they remain off. Where Google Ads are not producing enough calls)
• Observing & analyzing ad performance, tweaking budget & campaign hours, and turning campaigns off/on when necessary

Baġits Kondiviżi

Google’s Shared Budget feature allows multiple ad campaigns to share one budget. The ad manager does not have to manage multiple budgets that need to be allocated to a specific ad campaign to reach the greatest ROI. Shared Budgets can save time by automating the budget for each campaign.

In order for the Shared Budget setting to be beneficial. Campaigns are meant to be grouped based upon performance (i.e. high-level performance campaigns, mid-level performance campaigns, low-level performance campaigns). Ideally, Shared Budget groups should not be based on geographic proximity or other campaign similarities (i.e. “San Diego” Shared Budget encompassing campaigns for Carmel Valley, Carlsbad, and Mission Valley). Therefore, most NuFinishPro campaigns are best left as individual campaigns; especially considering that there is an Ads Team with ample time to carefully track campaign budgets and performance.

Ad Campaign Budgets

When deciding where to set the budget for a Google Ad campaign. It is important to consider that Google often exceeds set budgets by 20-30%, especially when a campaign is newer. The general argument for this is that Google aims to show your ads when traffic is at its peak. Even if that time happens to be outside of your set campaign hours for the day. A safe bet is to simply match the budget settings of other NuFinishPro locations that are similar in profile and to turn off campaigns before Google has the chance to overspend. Budgets can be expected to be higher at first. Then set to decrease over time as a NuFinishPro location gains customer awareness, support, and reviews. Bing Ad campaign budgets will most likely be identical to Google Ad campaigns; both amounts are to be approved by the franchise.

*For further guidance in setting an ad campaign budget, please review the following articles provided by Google:

• About Campaign Budgets
• Setting a Budget for Your Campaign

Google Ads Manager (MCC)

As of September 2020, NuFinishPro’s Google Ads campaigns will function underneath a Google Ads Manager account, also referred to as an MCC. Google Ads Manager allows for companies or agencies that are keeping track of a high volume of campaigns. To streamline the monitoring process using one domain account. NuFinishPro’s Ad Management Team will access and manage all worldwide campaigns via the umbrella MCC.

Each NuFinishPro franchise should have “view only” access logins to Google Ads. The franchises have access to visibility for their specific campaigns and their specific campaigns only. These settings can easily be modified under the campaign access settings within the Google Ads Manager account. The NuFinishPro Ad Management Team should therefore be the only people with full “editing” access with visibility for all campaigns. This will allow for simplified understanding and effective communication between franchisees and the Google Ad Management Team.

Business Hour Campaigns

As the name implies. Business Hour Ad Campaigns are set up to be turned on and running exclusively throughout the operating hours of NuFinishPro. These campaign schedules follow this format:

• Monday-Saturday, 9:00 AM-5:00 PM

Business Hour Campaigns are extremely effective as it runs ads at specific times. The ads can run when customers are most likely to inquire about quotes or availability. Seeing as these hours correspond with the operating hours of NuFinishPro. There will always be someone available to take calls. Respond to emails and complete jobs throughout this time. As a result, campaigns will exhibit improved Cost/Conversion rates.

After-Hour Campaigns

Contrastingly, After-Hour Ad Campaigns run even while NuFinishPro is closed for business. These campaign schedules might look like:

• Monday-Sunday (All Days), 6:00 AM-10:00 PM
• Il-ġurnata kollha

The benefit of an After-Hour Ad Campaign is that NuFinishPro ads will appear whenever a customer searches for one of the chosen ad Keywords. Even if the business is technically closed at the time. This results in a more consistent rate of exposure, but often higher ad costs.

While both campaign scheduling options provide various benefits. It is important to constantly observe, experiment with, and implement an ad schedule. The ad schedule provides the most desirable result for each specific NuFinishPro location.

Keywords

Keywords are defined by Google as “words or phrases that are used to match your ads with the terms people are searching for”. Implementing thoughtful and relevant keywords will result in NuFinishPro’s ads appearing in the right places in front of the right faces. The best way to create a keyword is to imagine what you would type into Google or Bing. If you were looking for the services that NuFinishPro provides.

A strong list of reference for successful keywords throughout 2020 is as follows:

Kliem ewlieni Negattiv

The opposite of Keywords, Negative Keywords are used to help ad managers choose the searches which they would not like to target. In other words, excluding certain terms from ad campaigns and therefore increasing the chances of reaching the right customers.

Google recommends: “when selecting negative keywords for search campaigns, look for search terms that are similar to your keywords, but might cater to customers searching for a different product.” Example Negative Keywords relative to NuFinishPro include:

• “Bathtub drain”
• “DIY” or “Do it yourself”
• “Granite repair”
• “Jacuzzi tub repair”
• “Plumber”
• “Caulking”
• “Speckle”
• “Worst”

Each of the above terms could mistakenly be associated with NuFinishPro. As most are similar to the line of services we provide. Therefore, adding these terms to the list of Negative Keywords. This will prevents someone from clicking on one of our ads only to find we are not able to provide what they are looking for. This inefficient cycle increases what is called the “bounce rate”, or the amount of times our ads are clicked on. Only for our landing pages to immediately be closed out of. The goal is to have the lowest bounce rate and for as little ad spend to go towards dead ends as possible.