The campaign requires regular decisions about recipients, messages and the target page. Check how to plan Google Ads support and assess the quality of queries.
First, determine what the question is worth
Driving Google Ads is worth starting by talking to the customer. What orders does the company accept? Which area do they apply to? Are there any situations where the request is immediately out? Answers help prepare messages and evaluate traffic when the campaign is launched.
For a company from Warsaw, the place of business does not need to be the same as the area of service. Save this scope in the briefing and make sure that the content of the advertisement and the target page explains the terms. The recipient should know if he can use the offer before taking time to contact.
Split preparation into three areas
The first area is an offer: a range of services, arguments and limitations. The second is the place where the user goes: the appropriate subpage, form and contact details. The third is the measurement and access to information needed to evaluate the campaign.
Running an advertisement on an underdeveloped website may make it difficult to identify the cause of the weak effect. It is not known if the problem is the recipient, message or contact itself. Before the issue, go to the user's path on the phone and check that the message is sent to the right person.
Example of a cyclical review
During the campaign review, the team notes that some people are asking about a service that the company does not offer. Instead of assessing only the cost of clicking, it analyses the content of advertising, queries and a description on the website. The proposal may lead to clarification of the message and scope of activities.
Each significant change is worth describing in the register with date and reason. This means that the subsequent comparison of results takes into account the modification of offers, advertisements or forms. Simultaneous change of many elements makes it difficult to assess which of them requires further work.
What should the report contain for the company?
- The tasks performed and the reason for their choice.
- Expenditure and events assessed in accordance with the measurement adopted.
- Information on the quality of contacts if the company collects it.
- Problems of the target page affecting the next path.
- Proposal for another action and the customer's decisions needed.
The method of service should also include replacement, transfer of access and response to changing the availability of the service. comparison of SEO and Google Ads, and to improve the side — guide about landing page.
