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3 Ways Technology Can Make Managing Google Ads Easy
Advertising online can feel like a big step, particularly for those who have limited time, money and resources. But, it’s really worth the investment for a whole host of reasons.
To show you a glimpse of how much, these are the headlines:
- Worldwide digital ad spending is predicted to reach over $375 billion by 2021
- Businesses make an average of $2 in income for every $1 they spend in Google Ads
- PPC visitors are 50% more likely to purchase something than organic visitors
As the world turns increasingly towards technology to make everything quicker, smarter and more efficient, the successful businesses are those who flock to where their audience is. No matter their industry, you can guarantee that they’re online.
If you think about what you would do if you needed a product or service, chances are that you’d head to Google. Simple, speedy and always to hand, the search engine giant Google has dominated the online sphere for many years. The reason for this is because like many good companies, they pride user experience above all.
So, when it comes to advertising on their results pages, the key is to understand what your audience is looking for, tailor your ads so that they can find them, and both they and Google will reward you.
Advertising on Google gets your business in front of those who are looking for what you offer at that exact moment. Better yet, you only have to pay when someone clicks on your ad, as this means they’re more likely to buy your product or service. It’s a match made in heaven.
As more money gets pumped into the world of PPC (pay-per-click) advertising, the software available to make things easier is ever increasing. The Adzooma platform, for example, utilises AI-powered technology to automate manual tasks, automatically generate suggestions for improvement and create reports fuelled by your own data. Something like this can really make a difference to your ROI (but I do work for Adzooma, so of course I would say that).
Without further ado, let’s take a look at the top 3 ways tech is making Google Ads management easier than ever before.
1. The gift of time
Everyone wishes they had more time, but none more so than online advertisers. The beauty of Google Ads is that you’re always in total control. But, for the perfectionists out there, that means there’s always something you can be tweaking. And with so much data readily available to you, you can really drill down into what is and isn’t working within your campaigns – it’s easy to see where your time can get lost.
Similarly, if you’re completely new to Google Ads, you want to ensure that your money is being spent on the right things. It can be difficult to know if you’re underspending or overspending, if you’re bidding on the right keywords or missing opportunities to bring in more customers. Without eyes in the back of your head, or losing a lot of sleep, there’s no way to monitor your ads 24/7. This is where technology steps in.
There are lots of different, and often free, Google Ads scripts out there which you can set up to run in the background. A good one is this Quality Score Tracker that allows you to see how your Quality Score (given to you by Google of how good your ads are) has fluctuated. This is important to keep track of because it affects how much you have to pay for your ads to be shown.
As we mentioned about Adzooma, some digital advertising platforms automate your workload through intelligent rules that automatically trigger. When a certain event happens, your rule will take place without needing your assistance in the platform. This means someone (or rather a machine) is there to catch anything you’d rather not happen from happening – it’s your safety net. In this instance, in Adzooma, you can create automation rules such as ‘pause ads if the number of clicks is less than 10’. Then if this happens, you get notified of the change, and more importantly, ensure that your budget hasn’t been wasted whilst you’ve been off running your business.
2. Getting organised
We probably all could do with a little more organisation in our lives. Whilst technology has yet to come up with a solution for sorting out our kitchen cupboards, it has cut down the hours we spend pouring over online advertising.
Technology can improve the way you manage your Google Ads. Software enables you to see all of your campaigns on one screen meaning you get a bird’s-eye view of how things are going.
From there, you can make changes whilst looking at the big picture (something which is really important to ensure your advertising message is consistent) and feel like you’re in total control.
The control you get is another big benefit of advertising online: what is seen on Google is entirely determined by you. Because you set out your wording, budget, images, audience types and everything else, your ad won’t say anything or be shown to anyone that you’re not happy with. As you learn more about PPC, you can tighten the specificity of who you want to target to ensure that you’re getting the best type of customer for as little money as possible.
With Google Ads, you get the facts in black and white, right in front of you This is much more effective than traditional advertising, such as leafleting, which can be difficult to judge the success of. How many people have seen your ad, how many clicked it, how many purchased something or enquired is all there for you to evaluate.
From this data, you can use free tools like this Auction Insights script or Adzooma’s reporting suite to compile the data into easily digestible snippets. This makes things really easy to keep on top of how much value you are getting from your advertising, and also signposts you towards changes you can make to improve. Software can crunch the data and present the key metrics in a clear and concise format; better yet, you can rerun the reports whenever you need to, meaning more time for other things.
Quick reports can be run to highlight your campaigns’ weakest areas, and then you can use software to make optimisations based on the results. There are a lot of best practices which you are recommended to follow, but if you’re just starting out it can be difficult to know what they are.
3. Boost your results
Optimisations such as detailed targeting is something which comes with a little know-how – or at least it used to before technology could do it for you. Now, you can just plug your campaigns and data into a system which is designed to tell you how to make improvements.
This is important as the first ads you ever create might not perform very well once they’re live. This may be because of a spelling or grammatical error or because they’re showing up for a different meaning of a word, meaning you need to create a negative keyword list. These sort of improvements are easy to action in Adzooma, or if you’re a whiz with code then there are helpful free scripts out there like this spellchecker for expanded text ads.
Similarly, it can be difficult to know which changes are going to have the most impact. Technology can help to identify quickly the areas of your campaigns which need immediate attention, focusing your time and efforts on the things which are going to make the most difference to your ROI. Going back to Adzooma’s free reporting suite mentioned earlier, there are 6 different reports, including the ‘Best and Worst Performers Report’ which is designed with just this in mind.
In addition, to make Google Ads easier, finding PPC software which doesn’t require any previous knowledge of coding presents you with more solutions than problems, is rather handy. Arguably the most difficult thing is finding optimisations, but being able to see exactly where you can improve, with an explanation as to why can really boost your knowledge and results. Technology benefits from being able to retain and make sense of huge amounts of data, unlike the human brain. Bringing this onboard with your online advertising means you can see what to change and do it with just a few clicks.
Making the most of technology
Whether you’re just getting started with Google Ads, or have been advertising online for a while and want to improve performance, look to technology for help. The tools available will give you some of your time back, help you organise your data, and boost your results through expert optimisations.
Adzooma is an ideal candidate if you’re looking to boost your online advertising the easy way through the power of AI-driven technology. Try it free today.
Claim Your Exclusive 10to8 Offer
Both new and existing customers can bag great deals depending on what stage you’re at with your advertising. If you’re new to online advertising, you can get £80 in ad credits when you sign up with Adzooma. For existing users, you can unlock a free 3-month trial of the Adzooma platform. Both offers are designed to boost your campaign success – don’t miss out and sign up today.
Robert Wass is the Co-Founder and Managing Director of Adzooma, the award-winning digital marketing platform that’s built to help businesses of any size gain a competitive advantage with their Google, Facebook and Microsoft ads.
Responsible for overseeing the company’s day-to-day operations and strategy with a focus on customer experience and scalability. Prior to founding Adzooma, Robert spent 10 years working in the digital agency space steering sales strategy and driving acquisition for both start-ups and large corporations.
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