Google advertising it’s not just setting up, launching and optimizing a campaign. Before that, it is necessary to check certain parameters, factors that Google "observes" in order to achieve the results of the campaign on Google.
A large number of clients contact us with a request to run their campaigns on the Google Ads platform. Before we start working together, we check certain factors that must be met before we can launch a campaign.
The success of the campaign on Google largely depends on such factors, where we suggest to clients what things need to be improved in order to achieve better campaign results.
Defining the goal of the website and advertising campaign
In order to advertise on Google first and foremost, before the very beginning of the collaboration, we ask the client who he is KPI, whether the goals on the website were set and measures were taken?
Our recommendations is that you know what you want to achieve, what is your main goal, and to be clearly defined. Eg. for one apartment on the sea, the goal would be to get an inquiry from a potential guest and for the guest to make a reservation in that accommodation facility. In order to track the stated goal on your website it needs to be implemented Google Analytics on your website.
Define the budget you have
The next thing we recommend to the client is to define a campaign budget. You can read more about how much budget is needed here.
Budget amount again it depends on the competition that “competes” for the part of the market in which the client wants to advertise. When it comes to the Google Search campaign, how much does a particular keyword cost for which a client wants to rank, and your overall budget can be explored via Google Keyword Planner inside Google Ads dashboard.
Define your target audience and time
It important that you know your target audience, your avatar to whom you send message through online campaign. It's important that you know main problems of your audience and that present them solutions for their problem.
As for the price of advertising, it is important to define target market you want to advertise with Google Ads, because there is no same price cost in USA or Asia for example.
It also needs to be defined when your target group is active i.e. Online, and that we are then active and available with ads. Also, when we talk about the weather, if it is about seasonal products or services, it is necessary to investigate in which period of the year it is best to conduct an advertising campaign. Google's tool can be very helpful here Google Trends, which you can access here.
Additional implementation for better google advertising results
We recommend that each of our clients have it installed before starting to collaborate and launch ads on Google Google Analytics, Google Search Console, Google My Business and Google tag manager. We will talk more about these tools in the following posts.
What we would also highlight as an important factor influencing the effectiveness of the campaign itself is load time speed of you website which you plan to advertise. The speed of reading a website is one of the extremely important factors. The speed of reading affects the results of the campaign, and it is extremely important that the speed of reading the website below 3 seconds. You can check the reading speed of the website here.
Also, in addition to the speed of reading a website it is extremely important that the page mobile responsive i.e. that it is 100% mobile friendly. You can check if your website is mobile-friendly here.
In addition to the aforementioned website read speed, it is also important the user experience of your website. How easy and simple it is possible to navigate your website. Whether the user of the website easily and quickly gets the required information on your website.
You can track and measure all of the above through Google Analytics or through the Hotjar tool. Through certain folders, you can see where your users are staying the most and how and how they consume content on your website.
