My Google Ads Background
I have been working with Google Ads since 2012. Initially, I got my Google certification and did everything the Google way, but I quickly noticed that there was a lot of unnecessary expenditure. When I looked into it, I discovered that Google has intentionally set it up this way.
Facebook has done the exact same thing.
I started to experiment with my own way of doing things and quickly discovered that I could save myself and my clients a lot of money. All it takes is some common sense and a carefully planned process, both of which are sadly lacking in the Google Ads community.
Anyone that is Google Certified is going to run a campaign the way Google wants them to because that's all they know. Google Certification is a trap! Don't do it the Google way!
Google isn't evil, but they are a for profit business and it is in their best interests to teach people how to do it in a way that benefits Google the most.
My Process
The first step is to get to know your product or service. I need to know what separates you from your competition. What is it that you do better than everyone else? Why is your product or service better? What problems do you or your products solve?
Since I have an extensive background in copywriting in advertising, I spend most of my time writing killer headlines. Headlines attract the right people who are ready to pay for your product or service. I then write the copy for the ad that is relevant to the product or service.
Next, I repeat the process and try to write another ad even better than the first one.
I check that the keywords are entered correctly and only run ads on desktop on Google Search. Sometimes, ads can be run on mobile devices, but not often. If I do run ads on mobile devices, I do a lot of testing first to make sure that people are not bouncing and wasting your money.
I then run both ads at the same time on a limited budget and see what performs the best. The ad that performs the best is run on a larger scale and the loser is discarded. I go back to writing another ad to try and beat the ad that is running.
This is called A/B or split testing and I keep writing ads until I have a proven winner. Once I get to that stage, I increase the ad spend to your monthly limit.
This process is the same for all products and services. If you have multiple products and/or services, then I perform the same process on everything.