Google Ads Packages

• Implemented in 7 hour or 3.5 hour sessions spread over 8 weeks from the start date
• Covers all reporting so you can see which sites your ads were viewed and clicked on
• All files (targeting, competitor and ad research, schedule and reports) shared in Dropbox
• Targets up to 5 products or services with campaigns and images ads created for each one
• Bid adjustments to target preferred device types, times of the day/week and locations
• Image advert graphics and copywriting designed to generate high click-through rates
• Ensures 3 rounds of ad split-testing to refine your ad wording to achieve optimum clicks
• Provides conversion tracking and landing page design advice for your web developers
• Covers full build and optimisation of your ad campaigns for 2 months of advertising
• Guaranteed to increase display network traffic or sales lead conversions from Google

• Pay half before session 1 and half on completion – all tools paid for by Albion and no VAT to pay
• Requires at least 30 mins input from your team during or after each session to approve our work
• Requires access to your Google Analytics account and permission to create your Google Ads Account
• Though not essential, it is strongly recommended that your site has tailor-made product pages or specific landing pages with highly visible lead acquisition forms (which redirect to trackable “thank you” pages when submitted). This allows us to optimise your advertising campaigns to maximise leads and sales conversions

Phase 1 – Planning – Product research and mapping, information gathering and Google Ads strategy
Phase 2 – Set-up – Campaigns and Ad Groups creation, conversion tracking set-up and configuration
Phase 3 – Targeting – Targeting research, selecting websites to advertise on and bid adjustments
Phase 4 – Ad Creation – Image advert graphic design, ad copywriting and ad campaign activation
Phase 5 – Optimisation – Initial click data review, bidding amendments and ad wording optimisation
Phase 6 – Refinement – Refinement – Ad split testing, targeting/bid adjustments and final rebidding
– 2 days of account set-up done within 2 weeks, allowing 2 half-day sessions to be split into as many rounds as possible of targeting refinement and image ad split testing over the following 6 weeks

1. Planning – Product research and mapping, information gathering and Google Ads strategy

• Deciding which paid image advertising strategies are best suited to your products and services – so we can acquire the clicks most likely to result in leads and sales conversions on your website landing pages
• Creating shared Dropbox folders for our work files, research documents and the results reports which illustrate which campaigns, targeting methods and ads generated the most sales – giving you 24/7 access to all data
• Compiling all the relevant questions your team should answer so we can build each campaign in a way that effectively targets your main market demographic and uncovers existing customers’ general browsing habits
• Requesting access to view your existing Google Ads account (or creating a new one in your existing Google account) and associating it with your Google Analytics – to import your Google Ads data to get a full view of your stats

2. Set-up – Campaigns and Ad Groups creation, conversion tracking setup and configuration

• Creating new campaigns for each group of products you want to advertise and then creating individual ad groups inside each campaign – so that each target market is exposed to relevant ads on the most suitable sites
• Configuring each campaign to target your desired countries, cities or postcode regions. Setting each to use Google’s display network targeting methods, such as website placements, remarketing lists and topics of interest
• Ensuring each campaign’s set of ad groups have a suitable initial default bid and the required bid adjustments for different devices, locations and times of the week – so your image ads are clicked by those most likely to buy
• Setting up goal conversions in Google Analytics and importing them to your Google Ads account – so we can see which website ad placements other targeting methods generate the most sales for your budget

3. Targeting – Targeting research, selecting websites to advertise on and bid adjustments

• Gathering initial placement data to provide you with a list of relevant websites, videos and apps in Google’s display network that are able and willing to host your Google Ads image ads – then advising on which to select
• Setting up remarketing lists that add a cookie to your existing website visitors’ browser which allows us to add them to your “audience” – so we can follow them around the web on the websites they routinely visit
• Identifying web pages about your target market’s interests, or creating “custom intent” audience lists of your competitor sites to follow their visitors around the web with your targeted, and highly clickable image ads
• Adjusting initial default bids to ensure they’re not so low that ads aren’t shown and not too high that they cost more than we want to pay per click. Then adjusting bids to suit our target locations and devices

4. Ad Creation – Image advert graphic design, ad copywriting and ad campaign activation

• Downloading product images, background images and branded logo graphics from your site then photoshopping them so they are the right dimensions for a whole range of different-sized image ads that work in all devices
• Using the collected images to create visually appealing responsive ads that contain graphics that represent your products and services and your brand logo – then designing ad text colours to match your graphics and brand
• Incorporating your products’ benefit points and features into ad copy, including marketing psychology copywriting and best practices to catch your market’s attention and encourage them to click your display image ads
• Ensuring each ad group contains only ads that strongly reflect your target market or audience’s intent and interests – by wording your ad’s titles and descriptions in a way that explains why your offering beats the competition

5. Optimisation – Initial click data review, bidding amendments and ad wording optimisation

• Studying the first few days and weeks of paid advertising click data, including the image ads that generated most clicks, the average cost of those clicks and the figures relating to which ones generated sales
• Feeding the intelligence gained from our click data review back into Google Ads by revising our choice of targeting options and which sites our ads are placed on, minimising the possible wastage of budget on off-target audiences
• Adjusting the amount of money we are happy to pay for clicks on each audience list – for example, ensuring we are not paying for clicks from our own staff or visitors who are unlikely to convert
• Ensuring each ad group has at least 2 alternate image ads running at the same time – so we can collect the click data to show which “best guess” ad gets the best click-through and conversion rates

6. Refinement – Ad split testing, targeting/bid adjustments and final rebidding

• Having optimised the wording of your initial set of ads in each ad group we further refine them by pausing the worst-performing ads and making variations to those best-performers in a series of image ad split-tests
• We uncover if your cheapest sales conversions come via mobile, tablet or desktop devices – or if they come from particular locations or during office hours or at night-time – then we adjust bids accordingly to maximise your ROI
• We review every targeting method used to display your ad to your target market on an ongoing basis and identify sites and audiences that rarely convert to a lead or sale, then rebid or pause those ad groups to save money
• Rather than aiming to have your ad displayed on any site, video or app in the Google Display Network that will host it, we adjust and amend bids to suit the placements that generate the most clicks and sales conversions