Oliver O.

Description

[Please ignore the hourly rate. I manage Google Ads on a flat fee/month basis.]

What can you expect from me as your Google Ad Manager?

I will manage every aspect of your funnel (strategy, copy, creatives, ad management, optimization, tracking, and reporting) including optimizations to your landing pages via AB tests. I will track and report monthly on KPIs and conversion goals to continually ratchet up good results.

You will find yourself in good hands as I have over ten years of experience with excellent reviews and will ensure you receive every benefit Google Ads offers to lower your cost of acquisition and increase conversion.

Need some tips on hiring a Google Ad Manager? Get the candidate on the phone and point-blank ask them the following questions. You want them on the phone so that they don’t look up the answers.

1. How do you choose from these bid strategies: Enhanced CPC, Maximize Clicks, Target CPA, Target ROAS, and Maximize Conversions.

Answers:
Enhanced CPC adds a little bit to your bid when Google thinks you’ll win.
Maximize clicks tells Google to get you the most clicks for your budget.
Target CPA allows you to set the amount you are willing to pay for a conversion.
Maximize Conversions gets you the most conversions for your budget. [Does it always work? No.]

Bonus question here: How would I know if Target CPA or Maximize Conversions are truly the right bid strategy even if Google keeps recommending them?

Answer: These automated bidding strategies work when you have enough conversion data in your account. If you include things in your conversion data that are not real conversions … this will degrade results.

2. If my CTR (click-through rate) is low what is the first thing you would do to raise it?

Good answers:
– Raise bids to the “top of page” position.
– Put keywords in the headlines of ad copy.

3. Explain close variants.

Answer: Close variants are what Google calls a search term that is pretty darn close to an Exact or Phrase match.

4. If I add the word house to my list of negative keywords with a broad match type what keywords will it block?

Answer: Any search term with the word house in it. E.g. I want to buy a big house

Will it block houses? Answer: No.

5. How should we approach choosing a conversion window?

Answer: They should ask how long does it take to convert a customer once a user starts searching for your product. It takes about 60 days for someone to buy a car so a conversion window for a car dealership should be 60 days.

6. Which keyword match type is first in on the auction?

Answer: Exact Match

7. How can I show banner ads to people who have been searching for my competitors?

Answer: Custom Intent Audience.

8. Why should I consider increasing bids on mobile?

Answer: Phones have a small screen so the ad at the absolute top of the page will get the most eyeballs and clicks.

9. It takes 10 seconds for my landing page to load according to Google’s Think With Google Page Speed Tool …is this a problem?

Answer: Yes!

How fast should it load?

Answer: 5 seconds or less.

10. If our competitors are driving up the cost of clicks on our keywords so high that it cuts too deep into our margins, what can we do?

Answer: Improve your landing page and/or offer to get more conversions (you should do this all the time anyway via AB testing.).

And…
A) Find other keywords B) Run high-cost keywords at cheaper times of day C) Review all other targeting (location, demographics, devices, etc.) and make bid adjustments. D) Test Display campaigns with the many targeting options, most notably, Audiences.

I hope that helps you find the right Google Ad Manager. Ok…so now, about me…

With over ten years of Google Ads experience and, dare I say it, 15 as a digital marketer, selling a wide variety of products and services, you are in good hands because, unlike most other providers, I don’t just execute tasks and ignore your business goals.

My job is to get you into the market with a profit. That means crafting and executing a strategy that works within your margins.

How do I achieve this?

I’ll take a close look at your offer. Is it competitive? What is the perceived value? What is the best payment structure for conversion?

How good is the messaging in the ads and landing page? Do they quickly communicate the value and benefits? Does the call to action make them take action right away?

What is the current ad strategy? What does an audit reveal? What is the cost of acquisition for a lead? For a sale? Is there money bleeding out unnecessarily? What is the optimization strategy?

Are you taking advantage of everything available to reach and convert the market at the lowest cost? I.e. a variety of campaigns that make up the overall strategy?

Here are the services I offer:

*Google Ads (Adwords) set up, management, and optimization
*Audits
*Landing page optimization
*Strategic consulting