How to Collaborate with Clients to Optimize their Google Ads Performance

How to Collaborate with Clients to Optimize their Google Ads Performance

As a digital agency, collaborating with clients to optimize their Google Ads performance is critical to achieving their goals and driving results. Google Ads, formerly known as Google AdWords, is a powerful advertising platform that can help businesses reach their target audience and drive conversions. However, achieving success with Google Ads requires a collaborative effort between the agency and the client. In this blog post, we'll explore strategies for collaborating with clients to optimize their Google Ads performance.

Here's few points on how to best structure a collaboration with clients at each stage of the campaign process:

1. Initial consultation: The first step is to understand the client's business goals and marketing objectives. Schedule an initial consultation with each client to discuss their business needs and how you can help them achieve their goals through Google Ads.

2. Keyword research: Work closely with your clients to identify the most relevant keywords for their business. Ask them to provide you with a list of keywords that they think are relevant, and you supplement this list with your own research.

3. Ad copy creation: Collaborate with your clients to create ad copies that are both compelling and relevant. Ask them to provide you with any specific messaging or branding requirements, and then work to incorporate these into the ad copy.

4. Ad extensions: Work with your clients to identify the most effective ad extensions for their campaigns. Discuss the different options available, such as sitelinks, callouts, and structured snippets, and help your clients decide which extensions to use.

5. Conversion tracking: Collaborate with your clients to implement conversion tracking on their website. Work with them to identify the key actions that they want users to take on their site, such as filling out a contact form or making a purchase, and set up tracking to measure these actions.

6. Reporting: Provide your clients with regular reports that show the performance of their Google Ads campaigns. Work with them to identify the key metrics that they want to track, such as clicks, impressions, and conversions, and we provide reports on a weekly or monthly basis.

7. Optimization: Collaborate with your clients on an ongoing basis to optimize their Google Ads campaigns. Regularly review the performance of their campaigns and make adjustments to improve performance. Work with them to identify new opportunities for growth and to test new strategies and tactics.

Overall, collaboration with your clients is a key part of your approach to optimizing their Google Ads performance. By working closely with your clients at each stage of the campaign process, you can ensure that you are aligned with their business goals and delivering the results they need.

How to Optimize the customers’ Google Ads Performance

· Understand the Client's Business Goals

· Conduct Thorough Keyword Research

· Create Compelling Ad Copy

· Use Ad Extensions

· Implement Conversion Tracking

· Monitor Performance and Optimize

· Regularly Communicate with Clients

Understand the Client's Business Goals

The first step in optimising a client's Google Ads performance is to understand their business goals. This involves working closely with the client to identify their key performance indicators (KPIs) and desired outcomes. Examples of KPIs include website traffic, leads generated, and sales revenue.

Collaborate with your clients to identify their objectives, such as increasing website traffic, generating leads, or driving sales. Once you have established these goals, you can create targeted campaigns that align with their objectives.

Here are some of the things to do to understand our client's business goals:

1. Conduct an initial discovery meeting: Begin by scheduling an initial discovery meeting with your clients. During this meeting, ask questions about their business, industry, target audience, and marketing goals. This helps you gain a better understanding of their business and what they hope to achieve through their marketing efforts.

2. Research the client's industry: Conduct research on the client's industry to gain a better understanding of the competitive landscape, market trends, and opportunities for growth. This helps you identify areas where your client can stand out from the competition and achieve their goals.

3. Review historical data: Review the client's historical data to understand their past marketing efforts and what has worked well for them in the past. This helps you identify areas of opportunity and develop a strategy that builds on their past successes.

4. Conduct a SWOT analysis: Conduct a SWOT analysis to identify the client's strengths, weaknesses, opportunities, and threats. This helps you develop a marketing strategy that capitalizes on the client's strengths, addresses their weaknesses, takes advantage of opportunities, and mitigates threats.

5. Define Key Performance Indicators (KPIs):Work with the client to define their Key Performance Indicators (KPIs) and what they hope to achieve through their marketing efforts. This helps you set goals for the campaign and measure its success.

By following these steps, you can gain a deep understanding of your client's business goals and develop a customized digital marketing strategy that is tailored to their needs. This approach helps you achieve better results for our clients and builds long-term relationships based on trust and transparency.

Conduct Thorough Keyword Research

Keyword research is essential to creating effective Google Ads campaigns. Collaborate with your clients to identify the keywords and phrases that their target audience is using to search for their products or services. Use keyword research tools such as Google Keyword Planner or SEMrush to identify relevant keywords and create targeted ad groups.

Here are the steps we take to conduct thorough keyword research for Google Ads:

1. Define campaign goals and target audience: Before conducting keyword research, first define the campaign goals and target audience. This helps you understand the keywords that are most relevant to the campaign and will drive the desired results.

2. Brainstorm initial keyword ideas: Start by brainstorming initial keyword ideas based on the campaign goals, target audience, and industry. This helps you get a broad list of keywords to work with.

3. Use keyword research tools: Use a variety of keyword research tools, including Google Keyword Planner, SEMrush, and Ahrefs, to expand our list of potential keywords. These tools help you identify keywords that you may not have thought of initially, and they also provide data on search volume, competition, and cost-per-click.

4. Analyse competitor keywords: Analyse the keywords that competitors are using in their Google Ads campaigns. This helps you identify opportunities to target similar keywords or identify gaps in their strategy that we can capitalize on.

5. Refine keyword list: Once you have a comprehensive list of potential keywords, analyse each keyword's search volume, competition, and relevance to the campaign goals. You then need to refine the list to include only the most relevant and impactful keywords.

6. Group keywords by theme: Group keywords by theme, creating ad groups that are focused on specific topics or products. This helps you create targeted ads that are highly relevant to the user's search query.

7. Continuously monitor and adjust keyword strategy: Finally, you need to continuously monitor and adjust your keyword strategy based on performance data. This helps you optimize the campaign for maximum impact and return on investment.

By following these steps, you can conduct thorough keyword research that drives results for our clients' Google Ads campaigns.

Create Compelling Ad Copy

The ad copy is one of the most critical elements of a successful Google Ads campaign. Use action-oriented language, highlight the benefits of your clients' products or services, and include a clear call-to-action.

Once you have identified the relevant keywords, it's time to create compelling ad copy. Ad copy should be concise, compelling, and speak directly to the client's target audience. Use action-oriented language and include a clear call to action that encourages users to take the desired action, such as "Learn More" or "Buy Now."

Collaborate with your clients to ensure that ad copy accurately reflects their brand voice and messaging. This will help create a consistent brand experience for users across all marketing channels.

Here are the steps we take to create compelling ad copies for Google Ads:

1. Understand the client's business and target audience: Start by understanding the client's business, products or services, and their target audience. This helps you craft ad copies that are relevant and resonate with the target audience.

2. Identify unique selling proposition (USP):Identify the client's unique selling proposition (USP) and highlight it in the ad copy. This helps differentiate the client from competitors and encourages users to click on the ad.

3. Focus on benefits, not just features: Focus on highlighting the benefits of the product or service, rather than just the features. This helps the user understand how the product or service will improve their lives or solve their problems.

4. Use persuasive language: Use persuasive language in the ad copy to encourage users to take action, such as "Buy now," "Sign up today," or "Learn more." This creates a sense of urgency and encourages users to click on the ad.

5. Include relevant keywords: Include relevant keywords in the ad copy, as this helps improve the ad's relevance score and increases the ad's visibility to the target audience.

6. Test different variations: Create multiple ad copies with different variations of headlines, descriptions, and calls-to-action. This helps you identify the ad copies that perform best and optimize the campaign accordingly.

7. Continuously monitor and adjust ad copies: Continuously monitor the ad copy's performance and adjust it accordingly. This helps you optimize the campaign for maximum impact and return on investment.

By following these steps, you can create compelling ad copies for Google Ads that drive results for our clients' campaigns.

Use Ad Extensions

Ad extensions are additional pieces of information that appear alongside your Google Ads. They provide additional context about the client's business and can help increase the click-through rate of their ads. Some examples of ad extensions include site links, callouts, and structured snippets.

Collaborate with your clients to identify relevant ad extensions that can help improve the performance of their ads. For example, site links can be used to provide additional links to specific pages on their website, while callouts can highlight specific features or benefits of their products or services.

Here's how to use ad extensions:

1. Identify relevant ad extensions: Review the available ad extensions and identify those that are most relevant to your client's business and target audience. Some common ad extensions to use include site links, call extensions, and location extensions.

2. Highlight key information: Use ad extensions to highlight important information, such as additional products or services, phone numbers, and physical locations. This helps potential customers find what they need more easily and can improve the click-through rate and conversion rate of the ads.

3. Customize ad extensions: Customise ad extensions to align with the client's branding and messaging. For example, you might want to use custom images and text to create visually appealing sitelinks or callouts that reinforce the client's brand identity.

4. Continuously monitor and adjust ad extensions: Continuously monitor the performance of ad extensions and adjust them as needed to improve campaign performance. For example, you might want to remove underperforming ad extensions and test new ones to see which ones perform best.

5. Test different variations: As with ad copies, test different variations of ad extensions to see which ones perform best. For example, you might want to test different call-to-action buttons on call extensions or test different sitelinks to see which ones drive the most clicks.

By utilizing ad extensions in Google Ads, you can provide additional information to potential customers, improve the performance of your client's campaigns, and ultimately drive more conversions and sales.

Implement Conversion Tracking

Conversion tracking is essential to measuring the effectiveness of your clients' Google Ads campaigns. Collaborate with your clients to identify their desired conversion actions, such as form submissions, phone calls, or online purchases. Implement conversion tracking to track these actions and measure the success of their campaigns.

Here's how to implement conversion tracking for Google Ads:

1. Define conversion goals: Work closely with your clients to identify the key actions that they want users to take on their website. This could be completing a purchase, filling out a form, or making a phone call. By defining clear conversion goals, you can track the success of our campaigns and optimize them accordingly.

2. Set up conversion tracking: Use Google Ads conversion tracking to track the number of conversions that occur on your client's website as a result of their Google Ads campaigns. This involves adding a conversion tracking tag to the client's website, which tracks when a user completes a desired action.

3. Test and verify conversion tracking: Test and verify the conversion tracking tag to ensure that it's accurately tracking the desired actions on the client's website. Also use Google Tag Assistant and other tools to verify that the tag is properly installed and functioning correctly.

4. Optimize campaigns based on conversion data: Once conversion tracking is set up and functioning properly, use the data to optimize our client's campaigns. Analyse which keywords, ads, and targeting strategies are driving the most conversions, and adjust your campaign settings accordingly to improve overall performance.

5. Implement advanced conversion tracking: In addition to basic conversion tracking, implement advanced conversion tracking techniques, such as tracking multiple conversion types and tracking cross-device conversions. This provides a more complete picture of how our campaigns are driving value for your clients.

By implementing conversion tracking for Google Ads, you can better understand the effectiveness of our campaigns, optimize them for better results, and ultimately drive more conversions and sales for your clients.

Monitor Performance and Optimize

Once the Google Ads campaign is live, it's essential to monitor and optimize its performance continually. Use analytics tools such as Google Analytics to track website traffic and conversion rates. Use this data to identify areas for improvement and make changes to the campaign accordingly. Collaborate with your clients to review campaign performance regularly. Use this opportunity to discuss campaign performance, identify areas for improvement, and make changes to the campaign strategy as necessary.

Here's how to monitor and optimize Google Ads performance:

1. Regular reporting: Provide regular reports to your clients that show the performance of their Google Ads campaigns. These reports should include metrics such as impressions, clicks, click-through rate, cost per click, and conversion rate. By analysing these metrics, you can identify areas for improvement and make data-driven decisions about how to optimise the campaign.

2. A/B testing: Constantly run A/B tests on different aspects of your clients' Google Ads campaigns, such as ad copy, landing pages, and targeting settings. By testing different variables, you can identify which elements are driving the most conversions and optimise the campaign accordingly.

3. Bid adjustments: Regularly review bid adjustments for different keywords and locations to ensure that your clients' ads are showing in the most relevant searches and locations. By adjusting bids based on performance, you can improve the overall effectiveness of the campaign.

4. Keyword analysis: Analyse the performance of different keywords in your clients' campaigns to identify which keywords are driving the most conversions and which keywords are not performing as well. By adjusting the keyword targeting, you can ensure that the campaign is focused on the most effective keywords.

5. Audience targeting: Use advanced audience targeting features in Google Ads, such as remarketing, in-market targeting, and custom audiences, to ensure that your clients' ads are being shown to the most relevant audiences. By targeting specific audiences, you can improve the effectiveness of the campaign and drive more conversions.

6. Device and location targeting: Regularly review the performance of your clients' campaigns across different devices and locations to ensure that the campaign is optimized for the most effective targeting settings. By adjusting device and location targeting, you can improve the overall effectiveness of the campaign.

By monitoring the performance of Google Ads campaigns and optimising them on an ongoing basis, you can ensure that your clients are getting the best possible results from their campaigns. By constantly testing and refining the campaign, you can drive more conversions and sales for your clients and help them achieve their business goals.

Regularly Communicate with Clients

Regular communication with clients is essential to optimising their Google Ads performance. Collaborate with your clients to establish a communication plan, such as weekly or monthly check-ins, to discuss performance metrics and identify areas for improvement. Use this time to provide updates on their campaigns, answer their questions, and collaborate on strategies for improving their performance.

Effective communication is key to any successful client-agency relationship.

Here's how to do it:

1. Regular check-ins: Schedule regular check-ins with your clients to review the performance of their Google Ads campaigns. These check-ins can be weekly, biweekly, or monthly, depending on the needs of the client. During these check-ins, discuss the performance of the campaign, any changes you have made, and any upcoming optimisations.

2. Performance reports: Provide regular performance reports to our clients that show the key metrics of their Google Ads campaigns. These reports are typically sent on a weekly or monthly basis and provide an overview of the campaign's performance, including impressions, clicks, click-through rate, cost per click, and conversion rate. By reviewing these reports, your clients can see how their campaigns are performing and understand the impact of our optimisations.

3. Ad-hoc communication: Encourage your clients to reach out to you at any time with questions or concerns about their Google Ads campaigns. Have a dedicated account manager for each client who is available to answer questions and provide guidance.

4. Strategy meetings: Schedule regular strategy meetings with your clients to discuss the long-term goals of their Google Ads campaigns and how you can help them achieve those goals. During these meetings, review the performance of the campaign, identify areas for improvement, and discuss new strategies and tactics.

5. Ongoing education: Provide ongoing education to your clients about Google Ads best practices and new features. This education can take the form of training sessions, webinars, or regular updates. By keeping your clients informed about the latest trends and best practices, you can help them stay ahead of the competition and achieve their business goals.

By regularly communicating with your clients about their Google Ads campaigns, you can ensure that you are aligned with their business goals and delivering the results they need. Effective communication helps you build strong client relationships and ensures that your clients are always informed and involved in the optimisation process.

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