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$100k Google Ads – Best Practices
So, I’m sure a lot of you reading this saw the recent post in which a ppc newb was going to spend $100k on ads with no prior knowledge.
Many sensible people suggested he either hire an agency or thoroughly learn the ins & outs the platform himself before spending that kind of money.
So I thought I’d ask – if you are going to spend that kind of money, what are the best practices? What’s going to make or break you?
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1 Reply
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I have a few clients that spend over $100k per month that I manage. Ensuring proper conversion setup and a good structure are my biggest tips, which I would say for any account honestly.
The biggest difference with that amount of money is you get more volume daily, so can and should be spotting and fixing issues earlier.
I’ve been in the field for 9 years, but if I was <2 and / or hadn’t managed large accounts before I’d seek advice from someone who has as well.
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Best practices vary from person to person, there is no practise that works for all. Have your keywords selected properly, the first 7 days should be put as experimental budget the amount that you can burn just to get these new campaigns started, closely monitor the search terms in the initial phase, block off terms that do not add value to your campaigns, do not opt into search and display partners, do not use broad match keywords initially, create your primary conversion actions carefully, carefully convey the message the person looking for your business / service / product, use every possible thing to convey that message, headlines, descriptions, landing pag, sitelinks, callouts, structured snippets, call, location, price, promo if the basic setup of campaigns is in place and you can keep optimising further.
New advertisers are at a huge disadvantage as they cannot use business name, business logo and image assets as they startoff, your competitor who has been in the business will have intial advantage of you are starting off as new. There are N number of ways the optimization can move into, you just have to know what is healthy and what is not, this comes with experiance or burning – learning -
Having the right keywords, avoiding broad keywords. Make sure the account is structured well. Making sure conversions are tracking properly.
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The sad part is that Google is making it increasingly easier to feel like you’re managing your campaigns well. From smart bidding strategies to endless recommendations, if you truly have no experience, you won’t know better than to trust everything Google puts out there.
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