Google Adwords Marketing Hong Kong

Google Ads allows you to choose the best-suited campaign types for your business needs.
Search Campaign: This is a popular one among marketers, it allows you to target the right audience and gain traffic by listing your ads on the top pages of the search results.
Display Campaign: It is visual-based ads that you see while reading an article online or banners on websites. Marketers use creative images to attract the target audience to engage with their ads.
Video Campaign: In google ads, you can add videos to engage with the audience on YouTube and through Google Video Partners.
App Campaign: Drive your business by promoting your App on google to the right audience that is likely to take action (install or engage).
Shopping Campaign: This is one of the best campaign types for e-commerce businesses that allows them to showcase their product to the right shoppers and increase brand visibility, and traffic to the website.

As per the expert guidance, we suggest to have maximum 9-10 ad groups, though you are free to add more ad groups but it is recommended to have manageable ad groups that you can track and optimise performance on regular basis.
Keywords are the important part of our campaign structure, based on keywords searched on google your ads will get triggered for action. We recommend to have maximum 15 to 25 keywords per ad group.

Google allows you to take full control of budget spending so that you don’t lose your money for results. You can set a budget before launching the campaign, which works as a Target Cap. Also, you can choose an ad schedule for targeting so that the budget spend is efficiently done.
While setting up the campaign, Google’s AI will also help you determine the budget that will work towards achieving the desired results. We recommend reviewing your budget spend after launching the campaign for better optimization.

A right bid strategy can lower your ad costs, improves targeting, and enhances results to the next level.
So, how to choose a suitable bid strategy for your campaign?
Here is the list of bid strategies that are mostly used by the advertisers to achieve campaign goals.
Maximise Clicks: It is an automated bid strategy that drives more traffic/clicks/visitors to the landing page (s) under the set daily budget.
Maximise Conversions: If you want Users to take an action on the landing page and track conversions, then Max. Conversion is the right option. Google Ads will automatically run on the daily budget limit to achieve the maximum number of conversions.
Target CPA (Cost Per Acquisition): This bid strategy optimises your conversions. By setting a target CPA, Google Ads will run campaign to get most of the conversions at the set target CPA so that you won’t lose money. However, we recommend this bid strategy to those advertisers who have a good knowledge of bidding on google ads.
Target ROAS (Return on Ad Spend): Choosing Target ROAS will concentrate campaign efforts to maximise conversion value while focusing on specific Target Return from the ad.
Target Impression Share: Campaigns focused on bringing ‘Awareness’, can select the Target Impression Share to meet the goal. It’s a smart bidding strategy that runs to give optimum results for the set budget.
Manual CPC: It provides you with the control over your budget spend. You can choose which specific ad needs more budget and which ad can have a reduced budget. You can spend money efficiently however it’s a manual process and requires a lot of attention and review which can become hectic if you are running multiple campaigns simultaneously.

Google Ads has a section for conversion action under tools and settings where you can create multiple conversions for your campaigns.
To track the conversion, you must have access to your Google Tag Manager (GTM) account, and Google Analytics Account. Let’s begin!
1. First Create a New Conversion Action in your Google Ads Account.
2. While setting up new conversion action, copy the Conversion Label and Conversion ID.
3. Go to your GTM account and create a new Tag.
4. Copy and Paste-Conversion Label and Conversion ID and save it.
5. Create Trigger Action and select the preview mode to perform the testing of the tags created.
6. The process is completed! It will take a few hours to Google Ads with an update on conversion actions from the website.
7. You can also import a conversion from google analytics by creating a goal conversion in the analytics and linking your google ads account with google analytics directly.

We know each campaign has a different goal set and bid strategy and here are the top most important KPIs you must not ignore while reviewing campaign performance.
Clicks: You can see which campaign, ad group, keyword or ad got the highest number of Clicks.
Impressions: How well your campaign is performing on Google Networks and Partner sites.
Click Through Rate (CTR): It shows Rate (%) at which your ads engage with the audience. Higher CTR means that the ad is appealing to the target segment. Formula for calculating CTR% is Clicks/Impressions.
Cost Per Click (CPC): It’s a cost that is charged on a click for your ad. A high CPC means that you are being charged a lot for the clicks which is not good for your campaign. Improve your campaign performance by lowering Avg. CPC cost.
Bid-Strategy: This metric decides your campaign approach, if you want more traffic then choose Max. Clicks as your bid strategy. Review your campaign objective and select the relevant Bid Strategy Type.
Conversions: If you are enabling User action on your landing page and tracking it through conversion set up then this metric will help you understand total number of conversions your campaign received. For better analysis, select the date range and check conversion performance at the campaign level, ad group level, keyword level and ads level.
Optimisation Score: It shows how well your campaign is designed in terms of ad relevance, budget allocation, keyword performance etc. We suggest to keep campaign’s optimisation score above 80% to 85%.

Most Common Google Ads Issues that affect your Campaign Performance
1. Choosing a wrong Bid-Strategy
For example, if you want more clicks and the bid strategy selected is Maximum Impressions, the campaign will not work for the desired results. You must choose Maximum Clicks as a bid strategy.
2. Ignoring Negative Keywords
Negative Keywords improves campaign performance by not ranking on irrelevant keywords. Let’s suppose you want that your Ad should rank on the keyword ‘Digital Marketing’ as a brand but there is a possibility that the Ad may rank on the keyword ‘Digital Marketing Courses’ so keeping ‘Digital Marketing Courses’ as a negative keyword will avoid triggering your Ads, improves targeting and cost per click.
3. So many Campaign Revisions in a short period.
We suggest avoiding campaign modification like constantly changing bid strategy, pausing and reactivating campaigns, increasing or decreasing budget frequently. As per Google Recommendations, first 5-days is a learning mode for a campaign. You can review your campaign performance after having a data of minimum 15 days.
4. Lower Campaign Optimisation Score:
Optimisation score is not constant, it keeps changing as the campaign matures, we recommend to keep check on improving this score above 80% to 85%. Higher the Campaign Optimisation Score, Better is Campaign Performance.
5. Ad Copies Not Including Targeted Keywords.
This is one of the common mistakes, while writing an ad copy that contains headlines and description it is important to include targeted keywords that will help in improving Ad Relevance. We suggest including some of the keywords from your Landing Page as well in order to have an excellent ad strength.

You should have a Gmail account, sign in to https://ads.google.com/ and get started. Alternatively, give us a call and we’ll sort it out for you!

Google provides you support with Solution Experts but each time you reach out to them a new representative will address your issue. Also, the process is time-consuming because sometimes the experts are busy and schedule your call, not on the same day. That’s why we recommend you to associate with experts that are dedicated to your business and easily accessible on Call or WhatsApp.
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