Google ADS, the base of every web marketing strategy

Google Ads campaigns are the most effective advertising tool within search engines. They consist in making an ad appear with the link to your site in the top positions of Google when specific keywords are searched by the user. This activity makes it possible to direct highly targeted visitors to their website, as they are interested in topics related to their products and services, thus promoting the low-cost generation of contacts and leads.

The salient feature of Google Ads campaigns is the cost in pay-per-click mode: once the daily spending budget has been defined and loaded, Google charges the advertiser a cost only for the actual clicks made by users on the sponsored ads.

Type of Google Ads campaigns

There are different types of Google Ads campaigns that can be activated:

Google Ads – Search

Textual ads that are displayed by the user in the Google SERP (Search Engine Results Page) during the search phase, after typing the keywords of interest in the search bar. Each ad consists of website URL, a 90-character title and a description of up to 180 characters. All these parts are called “snippets” and can be further customized with the addition of extensions such as call buttons, location information, links to specific parts of a website, additional text and others. These extensions allow the ad to gain greater visibility and interactions

Google Ads – Display

Banners displayed on portals affiliated to Google advertising network. The banners are made in standard IAB formats.

Google Ads – Remarketing

“Tracking” banners that are displayed by the user while browsing the web, only for users who have already visited the advertiser’s site.

Google Ads – Shopping for e-commerce

Ads dedicated to e-commerce sites where you can include an image, a title, a price and the name of the business without having to create a unique ad for each product sold. This is an integration to Search ads.

Gmail Ads – GSP

Gmail – GSP (Gmail Sponsored Promotion) ads are interactive and appear on the Promotions and Social tabs of the Gmail inbox. Some of these announcements are expandable: clicking on them the announcement opens in a format similar to an email message, and can contain images, videos or embedded modules.

Phases of the project:

1. Analysis of sector and competitors keywords

Once the client receives the brief, a prior analysis of keywords most sought after by users in the sector of interest is carried out, together with an analysis of the positioning of competitors’ websites (for which keywords they are positioned). With this data it is possible to set an effective Google Ads strategy.

Timing: 5 working days from receipt of the brief (to be confirmed according to the specific project).

2. Definition of objectives

Together with the customer, we define the target audience (geographic areas, languages, ad slots, mobile/desktop type) and the objectives that we want to achieve, for example the increase in visits to the website, the sales of an e- commerce, or the visibility of a brand, establishing the subject of the campaign and the areas of reference of the keywords.

Timing: during meeting/call with customer

3. Definition of the budget and types of campaigns

The peculiarity of Google Ads campaigns is that of being advertisements paid according to the clicks made by users. A maximum monthly advertising budget is then defined which will be used to scale for each click. The cost of clicks varies according to many parameters, including the relevance of the website with the requested keywords, the amount of advertisers active in the chosen period and the click rate recorded on the ads (CTR). Budgeting is generally a mix of SEM specialist suggestions and customer availability. In this phase, the budget is also defined for each type of Google Ads that you want to activate: Search, Display, Remarketing, Shopping or Gmail Ads.

Timing: 5 working days from meeting/call with customer (to be confirmed according to the specific project


4. Layout of the Editorial Plan and realization of the banners

The keywords to be sponsored are selected together with the customer with the aim of choosing the most consistent and effective ones to maximize the flow of contacts to the site. At this point an editorial plan is drawn up which includes:

  • keywords for which the ad will be displayed, divided by “ad groups”;
  • textual ads associated with each group of keywords, created respecting the parameters required by the platform (e.g. maximum text length) and according to the most up-to-date persuasive copywriting techniques;
  • link to the relevant landing page of each ad group.

If the campaign also includes the Display type, it is necessary to create a set of banners in the standard IAB formats, both desktop and mobile, respecting the parameters imposed by the platform (size, animations, weight …). The banners can be made both by the customer and by our graphic design team, in the case of purchase of this service.

Timing: 5 working days from the confirmation of the activity (to be confirmed according to the specific project)

5. Landing page analysis

Each advertisement must be linked to a specific landing page, to be optimized from the point of view of structure and content in order to improve its performance in terms of SEM. Depending on the subject of the campaign, one or more landing pages can be used, taking advantage if possible of pages already present on the customer’s site or alternatively created from scratch on another domain/subdomain.

Timing: 3 working days (to be confirmed according to the specific project)

6. Platform configuration

Once the general campaign settings, the editorial plan and the banners have been approved, it is possible to proceed with the configuration of the advertising platform, connecting Google Ads platform where possible to Google Analytics service, which allows you to monitor access to the site. In order to monitor the progress of the campaign in detail, it is necessary to install a tracking pixel within the landing page.

Timing: 3 working days (to be confirmed according to the specific project)


7. Start the campaign

Once all the materials have been approved and the platforms have been set up, the campaign is launched, with a daily monitoring of the performances and a consequent proactive and reactive optimization both daily and weekly.

Timing: once all the materials are ready (to be confirmed based on the specific project)

8. Reporting

Periodic monitoring of the campaign, constant optimization of the ROI (return on investment) and activation of advanced statistics on the site through the Google Analytics service. Monthly reports will be provided showing the statistics of clicks, impressions, CTR, average click cost, conversions obtained, total budget spent. Furthermore, for more structured campaigns it is possible to activate the sharing of an interactive Google Data Studio report updated in real time.

Timing: after 5/7 working days from the end of the campaigns (to be confirmed according to the specific project)

Staff employed

  • Account Manager: he is the figure of reference for the customer and takes care of managing all the operational phases necessary for launching a Google Ads campaign, acting as an intermediary between the customer/commercial area/web marketing specialist.
  • SEM (Search Engine Marketing) Specialist: is a certified specialist who deals with generating valuable traffic to the customer’s website through the search engines (Search Engine), of which Google is the main actor.
  • Graphic Designer: he takes care of creating the campaign materials (banners and landing pages) from a graphic point of view, conceiving the creative concept of the message to be conveyed and respecting the technical specifications of the respective media.
  • Copywriter: deals with the drafting of the editorial plan of the search ads and the textual contents of the landing page, using an engaging writing style suitable for the type of media used.

Plus of the service

  • Immediate results: Ads campaigns are an excellent means if you want to have immediate results from your website and are much faster and more effective than other forms of SEM (Search Engine Marketing), despite being extremely tied to the budget invested.
  • Traceability and optimization of investments: Google Ads allow a very detailed monitoring of investments, thanks to dozens of statistics and KPI that allow a constant optimization of invested budget.
  • Certified partners: our Google Ads department has certified consultants in all specialist disciplines such as Search, Display, Shopping and Analytics. As proof of the quality, experience and effectiveness of the managed services, since 2017 we are Google Premier Partner and we are therefore in the first 5% of the Italian web agencies for managed budgets and level of customer service.

Why choose Spada Media Group

  • Google Premier Partner certification
  • Accredited Professional Bing Ads
  • Consulting approach with focus on digital marketing
  • Single agency for cross-media campaigns
  • Creation of off site and on site strategies aimed at specific objectives
  • Constant monitoring of campaign performance
  • Dedicated team of digital communication specialists
  • Training and continuous updating
  • Facebook and Linkedin Marketing Partner
  • Prestashop Partner Agency
  • Mailup Partner