If this all sounds very complicated, that’s because it is. Since the earliest days of search advertising, academia and industry have poured research efforts (and funds) into it. Lots of Ivy-League brain power and massive computational resources including AI have been unleashed on the task of understanding understanding and increasing the effectiveness of PPC marketing.
The authors of a recent study reviewed state-of-the-art research on choosing and optimizing ad keywords—they found 267 research articles published between 2004 and 2022. That is for the topic of keyword decisions alone! Unless you have a dedicated team of data scientists on staff and plenty of time to burn, you need some shortcuts to Google PPC success. That’s what Wodu delivers with our Google Ads Management Services program:
Complete Google PPC campaign planning.
PPC search advertising campaigns are complex undertakings that call for careful planning and organization. They start with keyword research to identify terms that match audience search intent but have a balance between low competition and high search volume. Then competitor’s ads and keywords should be researched so you can create a unique selling point in comparison to competition. Keywords must be organized into ad groups, negative keywords identified, and keyword landing pages planned.
Finally, you are ready to create the actual ad copy including extensions, and an effective headlines and call to action for each ad. After your campaign launches, you will want to keep track of how competitors using your target keywords rank on the search engine result pages.
It’s a lot to do—this research and preparation takes many hours—but running a random, unorganized search ad campaign is simply throwing money away. There is too much high-performance competition out there. Wodu PPC Management Service delivers peace of mind and confidence that you have an edge.
Data-driven keyword generation and review.
Keywords are the links between advertiser, search engine, and customer. They are the critical word- and phrase-level units within a body of copy that put the ads in front of the target audience, increase traffic, and boost SERP rankings for a webpage. Developing the most effective keyword sets relies partly on the soft skills of understanding the audience and intuiting the search terms they are likely to use, and partly on hard data science founded in the keyword performance metrics that are available from various sources.
Keyword review processes are also an important part of effective search advertising. Audiences and their search term preferences change over time, the way Google handles keywords is a constantly moving target, campaign objectives evolve, and ad budget priorities shift. Your keyword strategy is not a set-and-forget operation—it demands monitoring, performance evaluation, and adjustment throughout the lifecycle of the campaign. These are functions that Wodu specializes in.
Landing page optimization.
When an ad view is successfully turned into a click-through, the visitor arrives at your landing page. This page is one of the most powerful components of any digital marketing strategy. No matter how any landing page might look, they all have a similar design objective that only varies slightly depending on the type of business and website: a landing page is meant to convert a visitor into a customer or a lead.
Landing page design is both an art inspired by a multitude of factors specific to your business, and a science driven by experimentation and testing. Effective design and optimization takes experience, time, and careful attention. Wodu has landing pages mastered.
Targeted, tuned ad copy with split testing.
PPC ad copy must be exactly targeted to match your target audience members’ search intent or it will not draw a worthwhile CTR. The headline and text (assets) need to be tuned to correspond with the keyword you are bidding on while at the same time demonstrating an understanding of the searcher’s pain point and offering an attractive solution.
Split testing—dividing the audience in half and showing each half a different version of an ad—is the way to identify the most effective ad design and copy. Known as multivariate testing in scientific research, this is how you compare the conversion rates of differing ad campaigns. You can tell if an ad campaign works or not simply by comparing before and after traffic and conversions, but without testing you won’t pull the full potential ROAS out of a campaign. It’s complicated, but Wodu does testing.
Google Quality Score evaluation and improvement.
QS is a 1–10 scaled score derived from the combined performance of 5 components based on historical data generated by search queries containing your exact keyword. Ad QS is a critical piece of data because this is what determines ad ranking and placement on the SERP. Higher placement means more eyeballs on your ad and more chances to convert.
Proper QS management is at the heart of any successful Google PPC campaign. You have control over QS via bid strategy, keyword selection, ad copy, and landing page design/content. Sure, you could learn the ins and outs of QS, but the Wodu team knows them well and you have better things to do.