{"id":5783,"date":"2018-12-05T22:44:45","date_gmt":"2018-12-05T22:44:45","guid":{"rendered":"https:\/\/www.n-able.com\/?p=5783"},"modified":"2022-07-27T10:56:32","modified_gmt":"2022-07-27T09:56:32","slug":"msps-guide-getting-started-google-ads","status":"publish","type":"post","link":"https:\/\/www.n-able.com\/it\/blog\/msps-guide-getting-started-google-ads","title":{"rendered":"An MSP\u2019s Guide to Getting Started with Google Ads"},"content":{"rendered":"<p>Demonstrating return on investment (ROI) for marketing dollars is a challenge for any business. Fortunately, with Google Ads, you have a medium that allows you to target ads to a specific audience, track how they respond, and see which of your ads gets the best conversion rate.<\/p>\n<p>Google Ads, which is the new name for Google AdWords, is a great way to get your online marketing moving quickly while you wait for your longer-term activities\u2014like content marketing and SEO\u2014to start to kick in.<\/p>\n<p>But, you can\u2019t just rush in without having a strategy as it could end up being expensive and generating you no leads at all. Below are four steps to help you get the most out of Google Ads for your business.<\/p>\n<p>Also remember, while it may be cheaper to do the whole thing yourself, you might also want to consider hiring someone who knows exactly how to work with Google Ads and who has experience in your sector\u2014that way, you\u2019re more likely to guarantee success.<\/p>\n<h3><b>1\/ Keywords\u2014Do your research<\/b><\/h3>\n<p>The first thing to do is determine exactly what keywords you\u2019re going to target. These are the words you believe your prospective customers will be using to search for your services.<\/p>\n<p>While you might be able to wager a good guess at these, it is also possible that your audience will use terms you haven\u2019t thought of. Fortunately, there are a number of additional tools you can use to help you brainstorm and plan keywords.<\/p>\n<p>Try out the following:<\/p>\n<ul>\n<li><a class=\"ext\" href=\"https:\/\/ads.google.com\/intl\/en_uk\/home\/tools\/keyword-planner\/\" target=\"_blank\" rel=\"noopener noreferrer\">Google Keyword Planner<\/a><\/li>\n<li><a class=\"ext\" href=\"https:\/\/kwfinder.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">KWFinder<\/a><\/li>\n<li><a class=\"ext\" href=\"https:\/\/moz.com\/products\/pro\/keyword-explorer\" target=\"_blank\" rel=\"noopener noreferrer\">Moz Keyword Explorer<\/a><\/li>\n<li><a class=\"ext\" href=\"http:\/\/keywordtool.io\/\" target=\"_blank\" rel=\"noopener noreferrer\">Keyword Tool<\/a><\/li>\n<li><a class=\"ext\" href=\"https:\/\/www.semrush.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">SEMrush<\/a><\/li>\n<\/ul>\n<p>Don\u2019t forget, because Google Ads is pay-per-click, you pay every time someone clicks on your ad. While this sounds obvious, it does mean that if you use broad and generic keywords, you\u2019re likely to get a lot of irrelevant clicks that will mean you\u2019ll quickly run through your ad budget without seeing any benefit.<\/p>\n<h3><b>2\/ Plan your campaign<\/b><\/h3>\n<p>Once you\u2019ve isolated your target keywords, you need to organize them into ad groups, normally containing 8 to 12 related keyword phrases. (<a class=\"ext\" href=\"https:\/\/support.google.com\/google-ads\/answer\/2375404?hl=en-GB\" target=\"_blank\" rel=\"noopener noreferrer\">Click here<\/a>\u00a0if you need more information about exactly what ad groups are.) Setting everything out in a spreadsheet ensures you stay organized and can plan your ad copy to match the keywords.<\/p>\n<p>Having established the ad groups you\u2019ll be using, you\u2019ll want to create two to three ads for every ad group\u2014these should include the keyword in the headline, and the copy should focus on the features and benefits of the service you\u2019re offering.<\/p>\n<h3><b>3\/ Create landing pages<\/b><\/h3>\n<p>One area that can cause your Google Ads campaigns to underperform is a lack of effective landing pages\u2014these are the pages on your website where your visitors \u201cland\u201d when they click one of your ads. It\u2019s worth spending time getting these right.<\/p>\n<p>Each ad group should have its own dedicated landing page that addresses the issues you\u2019re targeting. For example, if you\u2019re specifically targeting \u201cIT support\u201d as a keyword, your landing page should outline your IT support offering. This ensures that when people click on your ads, they get to a page that matches expectations.<\/p>\n<p>Your landing page should be short and to the point, explaining what you do, how you do it, and why you do it. You should also include a clear call to action\u2014this is what you want the visitor to do, so it could be call your number, email you, or download a piece of content.<\/p>\n<h3><b>4\/ Setting up your campaign<\/b><\/h3>\n<p>This is where you\u2019ll reap the benefits of your campaign planning. If you already prepared a campaign spreadsheet, it will be relatively straightforward to migrate the data over.<\/p>\n<p>Once that\u2019s done, you need to create the parameters for your campaign. Here are some of the most important things you need to consider\u2014there are many other options available, but these are the basics:<\/p>\n<ul>\n<li>Network typeYou\u2019ll want to select Google\u2019s \u201cSearch Network,\u201d as this means you\u2019ll just be targeting people that use the search engine. Google also offers a display network that gives you the opportunity to place ads across a huge network of websites. That\u2019s a very different prospect to targeting people searching for your business.<\/li>\n<li>BudgetYou\u2019ll also need to set your budget. There are in-depth articles on the web that can walk you through calculations on how to set your budget, but for the purpose of this, you might want to start with a relatively small budget of, say, $2,000\/month.<\/li>\n<li>Ad delivery\/rotationHaving created multiple ads for your ad groups, you need to make sure you set up your campaign so the ads rotate evenly. While Google can automatically select your best-performing variants, it\u2019s better to wait until you have plenty of data, so you can make your own informed decision.<\/li>\n<li>ScheduleGoogle allows a lot of flexibility in terms of when and how you schedule your ads: you can select the days and time you want your ad to run. For maximum impact, and as you\u2019re targeting business owners, it\u2019s best to keep it to working days between 7am and 10pm.<\/li>\n<li>Targeted regionThis is where you select the region your ads will target. This can be based on zip codes or even distance from your office, whatever works best for your business model. You just need to make sure you keep it as targeted as possible.<\/li>\n<\/ul>\n<h3><b>A note about ongoing management<\/b><\/h3>\n<p>You will want to make adjustments to your campaign as you go along, once you have data on how ads and keywords are performing.\u00a0 In fact, when you start, you should make sure you put aside a few hours every week to ensure your campaigns are running as best they can.<\/p>\n<p>Here\u2019s a brief checklist of things to keep an eye on:<\/p>\n<ol>\n<li>Adjust your keywords and ads if they aren\u2019t performing well.<\/li>\n<li>Remove underperforming ads completely so they don\u2019t waste your budget.<\/li>\n<li>Add negative keywords so your ads don\u2019t appear for terms that aren\u2019t related to your services.<\/li>\n<li>Review conversions for quality and determine which ads and landing pages they are coming from.<\/li>\n<\/ol>\n<p>If you need additional tips and support, you can check out these websites:<\/p>\n<ul>\n<li><a class=\"ext\" href=\"https:\/\/moz.com\/blog\" target=\"_blank\" rel=\"noopener noreferrer\">Moz.com<\/a><\/li>\n<li><a class=\"ext\" href=\"https:\/\/www.semrush.com\/blog\/\" target=\"_blank\" rel=\"noopener noreferrer\">semrush.com<\/a><\/li>\n<li><a class=\"ext\" href=\"https:\/\/yoast.com\/seo-blog\/\" target=\"_blank\" rel=\"noopener noreferrer\">yoast.com<\/a><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><strong>Additional reading<\/strong><\/p>\n<ul>\n<li><a href=\"https:\/\/www.n-able.com\/blog\/when-should-i-hire-a-salesperson-for-my-msp-business\">When should I hire a salesperson for my MSP business?<\/a><\/li>\n<\/ul>\n<article>\n<ul>\n<li><a href=\"https:\/\/www.n-able.com\/blog\/direct-mail-still-powerful-marketing-tool-msps\">Direct mail: still a powerful marketing tool for MSPs<\/a><\/li>\n<\/ul>\n<\/article>\n<p><strong>If you want more help with your MSP Marketing then checkout MarketBuilder, which has everything you need to deliver first class targeted MSP Marketing. <a href=\"https:\/\/www.n-able.com\/partner-success\/marketbuilder\" target=\"_blank\" rel=\"noopener\">CLICK HERE<\/a> to find out more.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Demonstrating return on investment (ROI) for marketing dollars is a challenge for any business. Fortunately, with Google Ads, you have a medium that allows you to target ads to a&#8230;<\/p>\n","protected":false},"author":24,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"class_list":["post-5783","post","type-post","status-publish","format-standard","hentry","topic-msp-business"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>An MSP\u2019s Guide to Getting Started with Google Ads - N-able<\/title>\n<meta name=\"description\" content=\"Google Ads can be a great way to kick-start your digital marketing efforts, but your campaigns need careful planning. This article guides you through the basics steps to get going.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.n-able.com\/it\/blog\/msps-guide-getting-started-google-ads\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"An MSP\u2019s Guide to Getting Started with Google Ads - N-able\" \/>\n<meta property=\"og:description\" content=\"Google Ads can be a great way to kick-start your digital marketing efforts, but your campaigns need careful planning. 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