Google Ads campaigns (formerly AdWords campaigns)

If you already have a Google Ads and Google Analytics account, you are the account owner. In order for us to take full advantage of Google Ads, we will ask you to grant access to your account at the administrative level. If you do not have an account yet, we will create one on your behalf and give you access so that you can check the results of individual campaigns at any time. After completing the cooperation, we will provide you with all access at the administrative level, so that you become the owner of the account. This way, you will keep your account history for further analysis.

The amount you spend on advertising in Google Ads is made up of your advertising budget and agency margin. The advertising budget is the amount you spend on advertising, which is what you pay to Google. We set the budget at the beginning of the cooperation, so that we know what funds we have and what results we can expect. The budget is flexible and you can always change it during the cooperation. The second component of the amount is the agency’s margin, which is set at the beginning of cooperation. It depends on the size of the campaign and the scope of the work.

Budget is the monthly amount you want to spend on your Google Ads ad, excluding the agency’s margin. When preparing the offer, we ask you to specify how much you are able to spend on a monthly campaign so that we know the scale of your business. You will also receive an estimate that will present the forecasted results of the campaign in the budget you set. If the budget is too small to achieve satisfactory results, we will present you with a budget proposal that will be optimal for the set goals, or we will narrow the campaign to bring the estimated budget closer to your possibilities.

There are several payment methods that you can use when working with us. After determining the budget, you can fully entrust us with billing issues. Then we will take care of the settlement with Google, and the budget used by us will be added to the total invoice, which will be issued to you at the end of the month. The second solution is to link your credit card account. Then you top up your account, and we make sure not to exceed the agreed budget. In this case, the invoice issued at the end of the month only shows the margin for the agency.

The scope of Google Ads services includes, among others, creating and configuring a Google Ads account, jointly setting goals, creating remarketing lists, establishing and implementing a campaign structure or text ads. We will conduct and optimize campaigns on an ongoing basis, and present the progress of our work in a report once a month.

Every month you will receive a report from us in which we will present you basic campaign metrics such as views, clicks, CPC, CTR, revenue or conversions. Thanks to them, you will be able to compare different campaigns, assess traffic sources or decide on budget allocation. We will provide you with reports in Google Data Studio, Excel or pdf. Each report will be accompanied by a comment from a specialist who will interpret the data.

Metrics included in the reports allow for an initial evaluation of the campaign. The most popular are:

Impressions – The frequency with which the ad is shown to the user.

Clicks – the desired interaction when the user meets the ad. After clicking on the ad, the user is redirected to the target page.

CPC (Cost Per Click) – cost per click. The amount you pay for each click on the ad. With this billing model, you don’t pay for the ad impression.

Budget (cost) – The amount you want to spend on the ad. Declared at the beginning of the month.

Revenue – E-commerce used total revenue or total transaction amount

CTR – (click through rate) – the click-through rate is used, among others, for to determine the effectiveness of campaigns.

Conversion – the desired action that the website user will perform, e.g. filling out a form, going to a contact page or purchasing.

Keyword – A phrase or word selected in your account to trigger an ad display after a search engine user enters it.

It depends on the budget of the campaign and the amount of data it generates. The larger the campaign budget, the more data is needed to optimize the campaign. The first month is usually a test month during which we check what activities are the most effective, which keywords convert best, and what products or services best achieve the set goals. The first permanent effects appear after 2-3 months.

The continuity of a campaign and its history have an impact on the Quality Score of that campaign. Quality Score is one of the most important factors in influencing your ad position. The higher the Quality Score – the less we pay for an ad click.

First of all, the campaign is conducted properly when it achieves (or even exceeds) the goals set at the beginning of cooperation and when you are satisfied with the cooperation. Month by month, the campaign should also have better and better results until its potential is exhausted. To evaluate the campaign, it is necessary to analyze the campaign metrics that are included in the monthly reports.

A campaign is a set of ad groups that share a common element such as location, budget, and topic targeting. Often organized by categories of products or services you offer.

Part of the campaign. Contains advertisements with similar goals. Each ad group should have at least 3 different text ads and one responsive ad that lead to one landing page.

No. Text advertising is the most common form of advertising on Google and appears in selected places on the search results list. However, Google offers many more formats and ad placements. You can run your ads on the Display Network (GDN) and reach people browsing websites, watching a YouTube video, using Gmail, or from mobile devices and apps. You can reach them thanks to banners or video ads. If you run an online store, you can sell your assortment using Shopping ads that show, among others, a photo, price, and product name.