Jon Camrud has been excelling at strategies and implementation of Google Ads for over 17 years. I work with budgets as low as $600 a month, and with accounts as large as 19,000 keywords, 2,000 distinct ads, and click-budgets of over $10,000 per month.
My approach has always been to use best-practices within the Google Ads interface both when creating an advertising campaign, and in managing those campaigns.
By default, Google sets your campaign to get the most clicks – not the best clicks!
Why is this important to know?
Because being strategic can increase your results 200% on your return-on-investment!
My Google ads strategies for small business are a closely guarded secret, but essentially revolve around not going after ever keyword, and by being obsessive in the details of each Ad Campaign that is created, and finally, by telling Google NOT to show your ads for searches that won’t result in sales for you.
I can easily save you as much as you pay me to optimize your PPC ad campaigns. And that is before we talk about the increased quality of the leads you will get.
Bottom line: If you have a good product or service, hiring me to set up and manage your Google Advertising will yield outstanding results.
I’ll put my Google advertising strategy in pay per click (PPC) search advertising ahead of any of my competitors – no matter how many awards they brag about, or how large their agency.
You see, I don’t seek awards. I’m too busy helping my clients. Agency size is not an advantage in digital advertising. The capabilities of your consultant is.
You will work directly with me, with no loss in translation from conversation to implementation.
I look forward to learning about your business and working with you. Call Jon at 720-520-0639 to get started.
Digital Advertising is a 8 Step Process
- Intensive keyword research
- Analyze the keywords for impact/cost effectiveness
- Account organization
- Targeted key-phrase groups, ads and landing pages (the secret sauce)
- Customize your bids effectively
- Protect against the Google algorithm
- Regular and consistent reaction to results
- A/B testing to increase return on investment
1. Intensive Keyword Research
Search advertising is completely based on the words that a searcher enters into Google. After a brief conversation with you about your business, I perform keyword searches that identify phrases that actual users entered to find products and services that you offer.
2. Analyze Keywords for Impact and Cost Effectiveness
In order to be successful in search advertising your account needs to very precise. Too short and imprecise keywords result in overspending and wasted clicks. This takes from your budget and shortchanges your more relevant ads.
3. Account Organization
Ad accounts are segmented into Campaigns. Campaigns are the organizing tools for topics as well as geographic locations, and can also be used to compartmentalize your budget.
Those campaigns are further broken into Ad Groups. Each ad group contains your keyword phrases and ads. It is important to know how to create parameters for the search subject of your ads, and to only address that subject.
But that isn’t all, Campaigns contain several additional settings, including where the ads show, when the ads show, who the ads show to, as well as bidding settings, and negative keywords.
4. Targeting
Perhaps the most important strategy is in the targeting of your ads. In order to be effective, the ads have to answer the search. This means they need to get right to the point, present language that is the same, or nearly the same, as the person’s search, and provide a direct solution to the searcher’s inquiry.
In addition, the landing pages that the user is sent to on your site, must be well thought out and provide a clear action that the user can take to buy from you.
5. Custom Bidding
One size does not fit all when bidding on keyword phrases. Several settings are available within Google Ads for bidding.
One choice is manual bidding. I employ specific strategies for bids that help control your costs. You will read about some micro strategies further down this page. Bidding is a key component of those strategies.
We can’t just leave the bidding to Google. They default to trying to get you the most clicks, not the best clicks.
6. Protect Your Budget
A main strategy that I employ will protect your budget.
Google’s default setup includes them “auto matching” your ads to phrases they think may be of interest to people searching. Guess what. Those aren’t logically decided by humans. Enter Google’s algorithm!
It decides what phrases to match to your ads, and uses your budget to do so. I put an initial strategy into each campaign, as well as specific ad groups to counteract this, which saves your budget for only the best clicks for you.
7. Regular Checks and Reactions
One of the best features of digital advertising is that we get statistics as the account runs.
My strategy is to make adjustments as we learn how Google is showing your ads, what quality scores they are assigning, and how many clicks, phone calls, and conversions the ads are generating. As well as the cost of each.
8. Testing for Better R.O.I.
Another important strategy is to always perform A/B testing. This is where a sample A is compared against sample B to see which performs better.
The A/B testing is done with headlines, ad messaging, calls to action, and more. Furthermore, A/B testing can be done on your landing pages as well. All factors play a role. Headlines, images, content, offers, call to action, form length, and even what the button says.
Your return on investment (R.O.I.) will improve over time when we continually show better performing ads and pages to potential clients.
As a Google advertising professional I am skilled in research, organization and advertising message.
Not only do I know the Google Ad interface, I know trending, customer behavior, linguistics, and effective ad copy writing.
You will find that I am very easy to work with, and responsive to your unique needs. One size does not fit all at Camrud Advertising!
Google Ad Strategies Based on Your Goals
Outstanding Google Ad strategies will be what defines your success…
The following are all strategies I may consider for your campaign, along with nearly endless combinations:
- More Clicks
- Better Clicks
- Less Expensive Clicks
- Less Stray Clicks
- More Click Share
- Better Conversions
- Better Quality Score
- Unexplored Markets
- Balance Between Sales Areas
- Every Available Search
- More Brand Exposure
- Higher Click Rate
Do your current advertising campaigns achieve your goals?
If not, give me a call at 720-520-0639 to get the most out of your Google Ad or Microsoft Ad investment.
Small Business Ad Strategies
So that makes sense to you.
But you have a tight budget.
What do you do?
We need to include the three important sectors in the process of setting up your account:
- Research
- Implementation
- Testing/Improvement
I work with small businesses struggling with the question of advertising all the time. Luckily, Google Ads can be great for a small budget, if you are very careful in implementing it.
A small budget at a large agency, if they will even take your business, usually only gets you the middle piece – implementing the campaign.
With my experience and care, we can do all three, starting with the first two, which gives your campaign a good foundation.
I do not recommend skipping the testing phase, but that can come after the account has run for a while.
Regarding the research, I identify at least a few great phrases for you, rather than going after every phrase possible. Then I will build on those month by month.
You are better off putting the majority of your initial money into getting the pay per click campaign set up right, which will save money on clicks, before trying to get shown for every phrase.
Remember, a click can bring a person to the website or your store, but you have to offer what the user seeks in order to convert the contact into a sale.
I have seen some very successful campaigns with only a handful of the best phrases for their particular business category.
When the steps to setting up your campaign are done right, I can save you as much as you spend on my services.
Want to learn more about our Google pay per click management services? Call Jon at 720-520-0639 to get it set up properly from the start!
Learn more about
- Google Ads
- PPC Advertising
I will soon be offering “PPC Peace Packages” for optimizing any PPC campaign. These are pre-packaged negative keyword lists that will save you countless stray clicks each and every month.