Give Google Ads a boost in conversions

Campaigns that convert

Give Google Ads a boost

Not all traffic is the same. Our campaigns are set up and optimized for ad impressions and clicks on search queries that result in conversions.

See actual results right away

Unlike SEO, paid advertising can get you first page exposure on Google as soon as it is set up. Moreover, Google Analytics data and insights provide a basis for better performance analysis and creates an overview of opportunities as well as weaknesses.

Campaigns with data-driven goals

All our campaigns are set up to be goal-driven, based on data and focused around conversions. You define trackable advertising goals that our campaigns target in a profitable manner.

Valuable traffic that increases conversion rate

Make use of the advantage of only paying for clicks instead of impressions. The key with Google Ads is to allocate a budget to the most cost-effective keywords and campaign types. Low traffic with lots of conversions overcomes a lot of traffic with few conversions.

Make Google Ads an investment, not an expense

Reduce ad spend without compromising conversions through strategic campaign structuring. Achieve profitable campaigns by driving relevant traffic, increasing conversion rates and reducing costs.

Areas of expertise

Outclass competitors
in these areas

Keywords

Text ads

Shopping & Feeds

Remarketing

Analytics

Turn insights into action

Google Analytics can provide insights into user behavior and flow from a click to a conversion. If visitors do not convert, then Google Analytics can help explain why this may be.

Keywords that do not convert should be analyzed before being paused and forgotten. Keywords without conversions may have users with longer session durations or multiple pages per session, which can indicate that users are having difficulties finding what they are looking for. A solution to this could be testing another landing page, other sitelinks as well as checking which devices visitors use as i.e. mobile users alone could be the reason for bad performance.

More data and better overview with Analytics

Reports in Google Analytics provide overall statistics on for example how landing pages work across all ad groups. Identifying landing pages with high and low session durations, bounce rates, etc. is much easier and faster in Google Analytics compared to Google Ads where data is not aggregated. For example, viewing data on a specific landing page is significant better in Google Analytics as it is possible to aggregate all existing data from not just Google Ads campaigns but also all traffic sources. Moreover, UTM parameters from links can also be removed in Google Analytics by the use of filters, which further aggregates data.

A few quick tips

Consider assigning each goal a value if the goals are not equally significant.
Set up alarms and automated check-ups. This will notify you when for example tracking stops working.
Exclude your IP address to exclude that traffic from reports.
Add payment gateways to the referral exclusion list to ensure conversions are correctly assigned in Google Analytics.
Use Site Search to see search queries made on the website. Use this to harvest new keywords on i.e. Google Ads.
Create segments of users who did not convert, analyze whether there is a common behavior for these users and consider changes that can increase the conversion rate.

Get conversions from non-converted users

Retargeting can convert interest into sales. If someone leaves a website at the checkout page, advertisers can increase the likelihood of these users returning and completing a purchase by luring them back via retargeting. This can for example be done by offering the users a coupon code applicable to the products they showed interest in. A trick that works incredibly well is to add a deadline to the offer so customers feel a sense of urgency and that they get a bargain if they complete the purchase right away.

Segment users for targeting and analytics

A simple way of dividing segments is to split them into buyers and non-buyers. Existing customers can get ads customized based on their purchase history or an exclusive customer discount on their next purchase. This way, retargeting can also maintain and increase the number of returning customers.

By targeting visitors with a session duration higher than the average time of how long a user takes to convert, advertisers can be sure of reaching highly engaged users. For example, if it usually takes three minutes for users to convert, advertisers can target users with a session duration of more than two minutes but who did not convert.

A few quick tips

Set a frequency limit to avoid excessive impressions per user.
Create lists of users who shall not be targeted. For example users who already visited the website but left quickly without any interaction.
Use content exclusion to avoid advertising on unwanted websites such as parked domains.
Consider excluding mobile apps and games altogether. They can use a lot of the budget without generating a single conversion.
Apply individual bids on audience lists and make adjustments according to performance.
Test different messages and images to make the ads more appealing to each audience.

Feeds are the backbone of Google Shopping

For an increased click and conversion rate, ensure that top sellers get the most amount of exposure by simultaneously limiting low converting products. It is important to apply higher bids on top sellers, which is a way of letting Google know which products to show the most. Labels are a great way to mark products that are top sellers, discounted or seasonal. This gives a great overview making future changes easier and less time-consuming. Increase the bids on these products and reset them easily at the end of an offer or season. In addition, since one does not add which keywords to target on Google Shopping, it is important to go through search terms regularly and ensure that the right products appear to the right search queries. If products are not performing well at all, the solution may be to exclude poorly performing products performance completely. However, we do recommend to only taking this step as a last resort.

A few quick tips

Consider the ISO strategy where generic searches go in one campaign and brand/product specific searches go in another campaign with higher bids.
Avoid removing products from the feed when out of stock as this results in loosing performance data. Flag the products as “out of stock” in the feed instead.
Have no more than one product per ad group for optimal bidding and use of negative keywords.
Increase bids on bestsellers, discounted products and seasonal products to direct traffic where conversion rates are high.
Include search terms with high volume in titles and/or descriptions for increased relevance and ranking.

A close link between ads and keywords

One could argue that the most crucial factor to running efficient search campaigns is the selection of keywords and how they are structured in ad groups. Keywords trigger ad impressions and a thorough selection of keywords and their link to their respective ads are essential to any account. Google Keyword Planner is one of several tools that can be used to both find new keywords as well as to gain insight into search volume and trends. The tool is available in Google Ads and is free.

Avoid wasted ad spend with negative keywords

Negative keywords should be an important part to any account for optimization. Going through search terms should be a regular task especially when keywords with match types such as phrase and broad match are used as these can trigger unwanted search queries. Negative keywords help narrow the reach and make campaigns more effective by cutting off irrelevant searches and reducing “wasted” ad spend. Analytically speaking, negative keywords can increase clickthrough rate (CTR), reduce costs and at the same time increase conversion rates.

A few quick tips

Separate campaigns by keyword match for better overview and easier management.
Use labels to highlight important keywords, seasonal keywords, etc.
Use search terms from Google Shopping and broad keywords to harvest new keywords.
Optimize keywords with a quality score below 7/10.
Use negative keywords to exclude search terms and to navigate search terms from one ad group to another for higher relevance.
Filter keywords after a high CPA or low ROAS and check landing pages, bids, ad copy, quality score, etc.

A/B tests provide the best ad copy

Expanded text ads opened the door to three headlines and two descriptions. The third headline and the second description are optional. We recommend and encourage to A/B test the effect of using all headlines and descriptions, as using them all is usually not equivalent to better results.

Ad extensions must at the very least be present at account level as this applies them to all ads across the account. It is important to ensure that ad extensions add additional information to the ads thus avoiding repetitive text. Avoid an overlap in text by either editing text ads or applying the ad extensions on ad group or campaign level.

Increased relevance = higher positions and lower click prices

Make sure to include the keyword(s) of an ad group in the ad copy for both a higher relevance score and to make the ad more appealing to the user/search intent. Keep in mind that increased ad relevance results in a higher Quality Score, which leads to higher positions at lower click prices.

Analyze and test whether ads in conjunction with their keywords can be improved by using alternative landing pages, other ad extensions or even by changing the timing of when ad are shown during the day/week.

A few quick tips

Create a close link with high relevance between ad copy and the keywords in their ad group.
Make use of ad extensions to get more content as well as higher positions without having to increase click prices.
Never stop A/B testing. Have at least three ads per ad group and test one thing at a time to be able to make valid conclusions.
Test and customize ads by device according to campaign goals for more compelling ads.
Test the use of keyword insertion but be careful not to overuse it in the account.
Avoid generic use of language in the ad copy. Focus instead on your USPs and make sure to make the most of all available characters in the headlines and descriptions.

Our approach

What do you get at AjourAds?

Managing Google Ads campaigns is an endless task that requires technical skills in PPC advertising as well as an understanding in data analytics. Here is how we add value to your Google Ads account.

Approach
Services

Goal and data-driven approach to campaign management.
Comprehensive keyword analysis with continuous expansion.
Professional writing of compelling text ads with high relevance.
Use of negative keywords on both campaign and ad group level.
Improve quality scores.
Use of ad extensions and keeping them up-to-date
A/B testing of ads, landing pages and bids.
Implementation of our own highly efficient bidding strategy that ensures continous optimization of bids.
Monitoring of performance and ad spend.

Personalized campaign structure tailored to your goals and needs.
Regular reporting of relevant KPIs as well as weaknesses and opportunities in relation to both Google Ads campaigns and landing pages.
No binding agreements and we offer a free setup as well as a trial period on campaign management free of charge.
No account is set on autopilot. Campaign optimization and management occur on a regular basis.
We always encourage communication and an exchange of ideas. Make your mark on the campaigns with your own ideas. Help us for us to better help you.

Frequently asked questions

Are your contracts binding?

No, all contracts are non-binding. Our contracts are monthly and customers are only invoiced for the present month. Upon termination, the customer will only be invoiced for the current month after which the cooperation ends. We want to continously prove our worth and if we do not create growth or satisfactory results for the customer, we will make the customer aware of this ourselves in order to find a solution.

What are your prices for setting up and managing Google Ads?

Our prices are agreed upon individually with each customer. We tailor our prices the customer's overall return of investment in mind, their advertising budget and size of campaigns. Everyone from smaller start-ups to larger companies get reasonable prices according to their needs and goals.

We value and prioritize creating an environment in which our customers feel safe and well taken care of. Therefore, we do not require any prepayment nor binding contracts, which provide our customers with a satisfaction guarantee. Our prices are competitive and customers will not receive any invoice from us if they are not satisfied with our Google Ads campaigns or results from our trial period.

Can you guarantee results?

We cannot guarantee any kind of results and one should be extra cautious if an agency guarantees results beforehand. We can guarantee that we set up campaigns based on best practices that have proven to be highly efficient and that we put in an extraordinary effort to achieve satisfactory results through continuous and comprehensive optimization.

Do I have access to the Google Ads account if you are manage it?

You will always have access to the account. It is your account and we are guests. You have the power to deny us access to the account, not the other way around. However, we do ask the customer not to make any changes to the campaigns or account without contacting us in advance if we are managing the account.

Will I keep the Google Ads account if we part ways?

Yes, the customer owns the Google Ads account we work on. Consider us invited guests who can be kicked out at any time. We do not delete the campaigns and at the end of a collaboration, it is up to the customer to decide whether the campaigns shall be paused or left active.

Campaigns that convert