Frequently Asked Questions - Starting Google PPC Ads

You’ve decided to start an online paid advertising campaign. Great! Have questions about what to expect through this process? Keep reading. We’ll try to answer as many as possible below.

What do I have to do to get the campaigns started?

You will need to set up ad accounts on Google, Facebook, Twitter, LinkedIn and any other advertising platform used for advertising. (Be aware that many Facebook Business Pages are not properly organized.) Don’t fret! We’ll work with you to get these accounts set up properly.  

How will my campaigns be set up?

We’ll create both search and display ad campaigns. Typically, search ads will be set up first. Their headlines and descriptions need to match existing content on your website, so we’ll make sure your site is equipped with the right content for your ads. A general remarketing campaign is also a must. Display ads will be developed with a message to deliver to your previous website visitors.  Display ads can also be created with a general brand awareness message or a specific call-to-action to attract new visitors from a wider audience. 

What is the difference between search & display ads?

Search ads reach people with specific intent - people whose search query matches your campaign’s keywords. Display ads can reach millions of people whose internet history overlaps with selective targeting that matches your ideal customer.

What else is needed to ensure a campaign will run smoothly? 

When a user clicks on your ad, we need to ensure the content and message they receive from the landing page are (1) what they expect, (2) clear and concise, and (3) contain an appropriate, measurable call-to-action.  If we’re managing your website, we’ll set up all the necessary engagement and conversion measurement.  If we’re not managing your website, we’ll send you the required tracking codes so your current webmaster can set up measurement.

How long will it take for my ads to begin running?

Between verifying content, researching keywords, creating ad campaigns, and setting up conversion tracking, it generally takes 1-2 months to get your basic campaigns established and running. We’ll also need to make sure your billing information is properly set up within each ad account. More elaborate and specific campaigns (like shopping campaigns or video campaigns) take more time and are estimated on a case-by-case basis.

How do I know if it’s working?

Every quarter, we provide a report on your ads’ performance and progress. We’ll let you know what adjustments we’ve made to optimize performance and inform you of any recommendations. You will see quantifiable impressions and clicks, and a rise in paid traffic to your site. If possible, we will track “conversions”, or leads, (like phone calls and form submissions) from the ads so we can identify a clearer ROI. On ecommerce sites, it’s possible to track purchases from ads & their monetary value.

How quickly can I expect to receive leads?

The big question! The truth is, it depends. Every industry and geographical area has unique differences in competition, average cost per lead, and demographic patterns, not to mention seasonal fluctuations. And because all these factors affect ad auctions in real time, we have to let the ads run for a little while and observe how they perform before we have enough data to give recommendations and make substantial changes. This can take a few months. However, this is the beauty of data-driven advertising.  As long as we have accurate data to interpret, we can help you make sound marketing decisions that will benefit you in the long-term. 

Sure, you’ll have more questions as your advertising continues.  But that's what we’re here for. You can always reach out to your coordinator with questions about your campaigns, and we’ll keep you up-to-date on ad performance and opportunities to improve them.

Thanks for working with us!