Increasing Your ROI (Return on Investment)
One of the main reasons you will want to have someone help you run your sponsored search ads account on your behalf, rather than trying to run it yourself, is the optimization and management of the account – not necessarily the creation of the account or creation of the ads. This is the fundamental difference between creating a Google Ad account, and managing one. Most people can manage to create an ad account, but it is what is done with that account as well as the gathering of data over time, which allows for optimization of the account, for improved performance (saving lots of money).
Below is a real world example of A/B ad testing, where two different ad groups were created to compete against each other to find out which ad-set would outperform the other; A/B Ad testing is a critical function of Google Ad management as it will allow a campaign a better return on investment. The below example shows a valuable lead type, where the customer acquires a recurring paying client for each acquisition, with the specific objective of minimizing the cost-per-conversion.
After a two week observation of two similar ads competing against each other, the worse performing ad-set was disabled; leaving the better performing ad-set allotted the entire budget which will result in more leads, for less cost, increasing the ROI (return on investment).
In the above example, a portion of the client’s budget was divided between two different ad groups. The only difference between the two ad groups, which were both set to go after the same keywords, was one of the ad groups was set for pre-defined ad content and titles, while the other ad set was ‘dynamic’ allowing Google to change and alter the ad text depending on the user and their search criteria. For this particular client and business niche, conversions must be below $250 maximum, and if under $100 each conversion, particularly ideal and of great value.
The standard search campaign ad group (costing $325.74 per lead) would have resulted in a campaign failure, and one of which would have resulted in an advertiser saying that “Google ads didn’t work for me.” However, in comparison, the dynamic ad group (costing $94.78 per lead) resulted in the complete opposite; a campaign delivering leads well below margin.