We think so!
That's why we've asked some of the ones we think are the best at Google Ads in the country if:
What is the most important thing you've learned from working with Google Ads that you would wish someone had told you before?
Here's the answer.
Magnus Streams BøeSo let's say that this is the same thing as that. Manager in RED Performance.
Recruiting new customers versus just having a focus on conversion and marketing is well my very best tips. Building a brand is about making more people trade from you, not increasing loyalty, according to the excellent book 'How brands growth' by Byron Sharp. We have also proven this is preferable through missions on behalf of branded products in growth.
If Google Ads is used more for navigation for existing customers and less as a means of growth by reaching new customers, you will use the channel error. This requires that you have your care in terms of consent, CRM and connection of systems. In this context, conversion rates and/or turnover are usually poorly used as a measure of success parameter.
Erik KroghSo let's say that this is the same thing as that. Performance marketing manager for DNB.
Google Ads is an incredibly large and wide subject, and it's impossible to learn everything at once. I am incredibly grateful for the good, basic understanding and best practice I got when I started in visibility. It's been with me all the way while I've evolved on. I'm pretty convinced that if you want to be above the average good in Google Ads, you also have to invest a little above the average self-study time in the form of blog reading, lectures, podcasts and, of course, first-hand testing and error.
There are many things I wish I could learn earlier, but at the same time, you can’t run until you can walk. From my stand, which has a love for ecmerce, there are some specific things that have clearly been more valuable than other things.
- Get good in Google Analytics – here’s a lot of insight to get
- Create a good and keep a good track of the granulate account structure, taking into account also the low/high purchase intensity of the user
- The value of good keyword work, keyword research, in advance and along the way – both positive and negative
- Never underestimate a good advertisement
- Develop and test various Google Shopping structures and optimization of feed
- Play with and experiment with target groups – everything from Custom Affinity and in-Market to Similar and Remarketing/RLSA
- You can get as cheap and relevant traffic from banners as from keywords
- The value of using Google Ads throughout the customer journey – The display formats can bring a company a lot of value – both in terms of branding and sales
- Put to life the things you read and hear about and test it
Regina Hemre. Head of PPC in Visibility AS.
Never underestimate the campaign you have configured for your own brand name. I see too often (and I shall admit myself to having been guilty of this) that the brand name campaign is being considered a campaign that is “please have”. It gives us basically cheap sales – cheap sales on current bands. After it is set up – it will stand. But it's just this campaign that can tell you if all your other marketing measures are successful. This is where you can see indicators of whether your exact brand name is “top of mind” of the user group you want to reach out to. And isn't that really what we're all striving for? To be your potential customer automatically thinking about?
I usually always have an end to increasing views on my own brand name. You will see that in most cases the click rate on your more generic campaigns, banners and other things will increase as the volumes of the branding campaign increase.
In addition to this, the data you get here is excellent to use in the planning process of other campaigns – both in terms of search, display, video and other. What are my customers concerned about? What makes them click on an advertisement? What makes them not to click on an advertisement? What days do most people think of me? What is the response of new users rather than returning? Can special messages increase sales? In other words, it can tell me very much important that I can use my strategy further. So yes: always spend a lot of time on the campaign you've set up for your own brand name.
Even ØdegaardSo let's say that this is the same thing as that. Head of OMA and Google Ads advisor in INEVO
To spend more time playing with automation and working with various tools to improve accounts.
Working with automation frees time to work more strategically to achieve better results. Automations can be started easily by exploring all the AW auto rules. Scripts can also be very useful to warn about URLs that go to 404.
There are also many tools that make the job a little bit easier. I used these to make reports for a long time because they are very good at it, but I have understood these tools can also help me work because they can provide a better overview of some aspects of an account an AW interface does. For example, Optmyzr has a very good overview of QS that tells you what to do and where to do it.
Einvind Bodding. Vice-President SoMe and SEO in Optimal Norway AS.
To challenge the way you work with different accounts all the time. Getting started with a new Google Ads account is always exciting and you feel like creative and engaged. Furthermore, after working with accounts for a long time, it is easy to look blind at your own work and to make your own way of optimising and maintaining Google Ads accounts on.
Here it is about taking Google Ads one step further. Whether it is to make others do the audits of your work, have more focus on automation and scripts or simply test more intelligent PPC tools.
I have seen great use in testing PPC tools such as Optmyzr to optimise the way to work with accounts. Here you can build your own workflows, get valuable data insights and test various functions that tell you how to optimize and work. I have also seen the value of using tools like Séhrush for keyword analysis and quality assurance of keyword optimization.
Henrik Nygård. Executive Director of the Stories Media.
My tip is actually to focus more on what has nothing to do with the Google Ads interface. There are three factors that affect your results: 1. The ad, 2. The target direction (who you choose to display ad to), and 3. Landing side.
The ads and the targeting direction are something we can continuously optimize in Google Ads, but you often forget what happens to traffic after someone clicks on the ads. Sending traffic to a good landing side ensures, inter alia, that:
- We don't put money on traffic that's not going to convert well enough.
- Potential customers do not get an incorrect impression of the company.
- We give visitors good user experiences and help users find the information they are looking for.
As advertisers, we work with small changes, which have a major impact on the results. If a person working with Google Ads purchases quality traffic, then the relevant ad creates and learns to produce, A/B-test and track operations on the landing page, then you have a lethal combination.
Erik Storm. Owner and Executive Director of Digital Upcoming.
had taught me earlier – the important work is on a good structure in the account of the distribution of campaigns, advertising groups, keywords and advertisements.
Working analytically with the intention of the various searches, find those relevant to the customer and the customer journey, and then connect them with good ads and send them to the most relevant landing page. And then continuously adjust at all levels of the account based on what the data shows.
In the extension of this, it is important how Google Ads works with other channels so that the value of marketing is best achieved. Google Ads is a great product, but it gets even better if it's used correctly with other channels.
Monica Arthurson. Executive Director of Arthurson Consulting AS.
After working with searches for over 15 years, there has been a lot of things. In recent years, several have come to see that it is profitable for automation in good combinations with experts and best practices. I wish I had broken this code earlier. At the same time, it feels like many customers still need help with the elementary, like setting up good business goals and tracking these. If you don't have anything to measure, there's nothing you can optimize on either.
If I am allowed to give some well-meaning goals eventually, it is to encourage you as a customer to work on getting clear goals and conversion value. So, how much is a sale worth to you? A lead? A download? Then you've come a long way and you'll know how much you actually earn on your digital marketing.
Gina Long Liabø. Perfection manager in Reprise.
Don't be afraid to test to fail. As new in the subject, it is important to remember that even the very best and most experienced people are making mistakes.
Google ads is constantly changing, which means that what worked yesterday doesn't necessarily work today. It is therefore important to test new types of campaigns, methodology, etc. But old things again. Okay, you've made a mistake with a test, campaign or even a budget. What's the worst that can happen? As long as you discover the error quickly (even in the account), take on the lesson and take the necessary steps to avoid doing the same error several times, it is completely human to make mistakes. Be open with your customer if you fail and communicate in advance of tests, new campaign types, etc. to customers. Knowledge comes with experience and experience comes from testing and error.
Don't let the fear of failing overcome curiosity and drive.
Vegard R. Garder. Head of Google Marketing Platform.
The 80/20 rule says that about 80 % of the effect comes from 20 % of the activities. This is easy to see in Google Ads, where 20 % of search terms and shopping products account for 80 % of the clicks and sales. The same applies to the time you spend on the enterprise and the account.
A Google Ads account will never be finished. The question is therefore: how should you prioritise the time when it comes to implementing campaigns, troubleshooting, making analyses, campaign optimisation, developing strategies and customer dialogue?
The answer to this is that you have to evaluate continuously. 80 % of my time will typically be used for developing strategies, analysis work and customer dialogue. If I want time for this, the rest of the work needs to be streamlined and automated.
Below I have listed a few typical timer I think more should investigate whether they can cut down on.
- Analyse which text ads have done the best can be time consuming when you have several thousand ads. It exists several scripts which automatically calculates which ads are the winner with the 90/95 % confidence. This is not a perfect solution because of all the other variables that affect the result. However, it is often better than the manual analysis of PPCs usually does.
- Manual bidding vs automated bidding strategies. If the manual bidding strategy is not much more effective, you should most likely use automated bidding strategies because of the time you save.
- If you have little time to work with an account. Then Smart Shopping can be a good alternative that often performs well.
- For those who are a little more technical it may be useful to examine the automation of shopping campaigns based on the length of keywords, to generate search campaigns based on shopping feed, as well as to automatically exclude locations in the display network based variables such as web page credibility, bonce rate on landing page and cost per conversion.
Martin Jarl Andersen. Head of SEM in Solid Media.
One of the most important experiences I've ever had, which nobody taught me. The importance of being honest with the customer, presenting the result just as it is, not giving expectations you can't control. It is quite difficult when you have advisors who are going to sell themselves to the customer, and with this they will often give expectations and predictions of the results. It's a little cold here, and refuse to give an answer. It can save you later. When you put honesty first, you get customers who trust you, and that's gold worth.
Qiming MeiSo let's say that this is the same thing as that. SEM Lead at GroupM Norway
Personally, the biggest challenge was when you got a tunnel view of the work. You often experience it when you sit and work very deep, without thinking about the wider perspective of optimization and strategy – this is something you learn to check at any time, would wish a mentor earlier came on the track that I could take a foot in the ground with.