Optimal Ad Campaign Layout
While we are able to run practically all types of ad campaigns, this article focuses on setting up campaign to boost organic search results.
The whole process can be split into three phases.
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1. Ad Campaign Approach
We plan our campaigns to boost organic search results.
The best type of campaigns are those that have results outside ad schedule, f.e., branding campaigns, because results of this campaign proceed propagating after the ad spend has been finished. Effectively, it means running a campaign to kickstart or boost organic user attrction.
The way advertisement boosts organic results on Google Search, is that advertisement exposes your link to the public. Google then measures engagement indicators to see if the page you are promoting is relevant to the search query typed by the user.
This is how you can both – boost your page results for a specific keywords and to start getting organic exposure on keywords your page doesn’t talk about at all.
It is also possible to harm your existing results if the engagement indicators are worse than expected.
First Google Ads campaigns also allows gaining insight to make predictions in the future.
2. Campaign setup
Campaign layout needs to be easy to control.
One of the most important aspects of campaign setup is their structure. Normally, we manage multiple campaigns. It is important to be able to navigate between campaigns and to make sure they do not overlap.
Each campaign setup layout is different and it is never ideal because of the limitations on advertising platforms. Imagine situation where you manage multiple brands across multiple markets and multiple languages. This will leave you setting up campaign structure via campaign names.
Other aspect to keep in mind is that there are three general types of marketing:
- Branding - getting exposure
- Prospecting - looking for new clients
- Retargeting - targeting those that clicked your ad but didn't sign up
- Retention - activating your existing clients
Each type of campaign requires it’s own messaging and setup.
3. Campaign optimisation
We monitor campaign results closely and adapt campaigns to make the most out of the given budget.
Now, spending money on ads is easy, but spending it smart is another level of advertisement. There are multiple layers of optimisation possible.
For optimisation, each keyword needs to be analysed separately and those keywords not delivering expected results need to be disabled. There is a formula that allows understanding the performance of a keyword, yet reacing a conclusion requires spending budget on potentially non-performing keywords.
It is also important optimising the message of the add to increate user engagement and not to fool your audience of what is to be expected on the page when they click on the ad.
At later stages multiple more targeting optimisation may be tested to target specific groups of users, f.e. by gender or age.
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We’re meant to work on all phases of the project – development, publishing and maintaining – in order to reach best results. Yet, it’s also possible to have us taking ownership over each phases separately.
Keep in mind that reporting can be limited by any issues in tracking, ads or website setup. It’s important to have either a good plan or only one side covering all website aspects to escape any blocking issues.