What Are Google Ads?

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Google ads allow businesses of all sizes to easily advertise on the world’s most popular search engine. Google also owns the world’s most popular video streaming platform, YouTube, making advertising both seamless and convenient.

Our team builds out your campaigns, provides regular maintenance and updates and focuses on decreasing your cost-per-click to get your client the best ROI possible. Paid search ads are the most efficient way of helping your business increase traffic, lead generation, and conversions.

Types of Google Ads

Search Ads

A search ad displays businesses at the top of Google search results pages. Businesses will bid on keywords, and the high bidder will be the business that appears when a user performs a search using that keyword. Your search result looks the same as others, but with the notation of ‘Ad’ next to it.

Display Ads

Display ads appear on any websites that opt-in to the Google Display Network. Your display ads will appear on websites relevant to your industry, allowing you to appear in front of new potential customers. The website owner benefits by gaining income from each ad click.

Video / YouTube Ads

If you’re willing to film some quick video content, your ad can appear before, during, or after watching related content on YouTube. Similar to a Google search, your ad has a chance of appearing when users type the right keywords into YouTube’s search engine.

Shopping Ads

Google dedicates a section of search engine pages (when relevant) to specific products as opposed to websites or businesses. These ads are typically displayed on the right side of the page along with pricing and customer ratings. Users will be able to click through your ad and go directly to the item on your eCommerce website.

App Ads

If you are advertising your application on a digital storefront, you can bid to feature your app at the top of relevant search results.

How Google Calculates Ad Costs

The cost of your ad campaign depends upon the nature of bidding that your campaign manager chooses to pursue. Here is a quick rundown of some of the different metrics we use to calculate costs:

Cost-per-Click (CPC)

You will receive a charge to your campaign budget for each click someone places on one of your ads.

Cost-per-Action (CPA)

You will receive a charge to your campaign budget any time a user performs the action you set. This depends on the campaign type and can include signing up, making a purchase, or downloading an app.

Cost-per-View (CPV)

This is the primary metric for video ads on YouTube. You will receive a charge when someone watches your ad for the duration, or at least thirty (30) seconds if it is longer.

Other factors that will affect your cost include ad quality, targeting, video length, and more. Your Google Ads campaign manager will utilize the most effective bidding strategy to keep costs low while netting you the greatest possible return. We will be able to provide you with a realistic monthly minimum once we collect the necessary data.

Things to Consider Before You Purchase

Industries with Restrictions & Regulations

Certain industries must adhere to specific regulations to run paid ads, while others may not run an ad campaign on Google at any time. This can include drugs, alcohol, medicine, CBD, weapons, and more. Please refer to Google’s policies before purchasing Google Ads fulfillment.

Creating New Google Ads & Google Analytics Accounts

The Google Ads team will be creating new Google Ad accounts for all agencies, even if the client has an existing account. There must be three (3) degrees of separation between our company and the client as a white-label fulfillment service.

We maintain a suite of proprietary machine-learning scripts which helps the growth of each Google Ads client linked to our Google Partner account at no additional cost.

We also create new Analytics accounts for all clients. This will not affect their existing tracking. Google allows multiple analytics tracking to fire at one time. This is to segment SEO and Google Ads for accurate data reporting.

Additional Services to Support Your Ads

While you can earn positive results from a Google ads campaign exclusively, the following services can help enhance your results by further educating your audience and by offering improved analytic information:

Call Tracking

Call conversions are the most important metric when running an ad campaign. This is especially true for service-based lead campaigns. We recommend creating a tracking number to feature in your ad campaign and allow your audience to connect with you.

Your paid ads manager can then track each call and use the information to modify and improve your campaign. Please note, that DashClicks does not offer call tracking number creation. You will need to perform this on your end and provide us with the number you wish to use in your campaign.

Website Design

It is never a great idea to direct your Google ads to your website. An ad should focus on a specific offer, rather than confusing customers with too many options and too much noise.

With website design, you can order a single landing page that educates your customers further on the offer and encourages them to take action. This works similarly to a sales funnel but isn’t focused on capturing emails or phone numbers directly. Your campaign manager will advise on which platform is best for your unique campaign goals.

Selecting the Right Plan

We currently offer four (4) different tiers of subscription plans to help you achieve your desired results:

Pro

The Pro Google Ads package provides:

  • 1 Campaign - 2 Ad Groups - 4 Ads - 2 Ad Copy Variations Allowed

The following campaign types are available with the Pro plan:

  • Search

  • Display

  • Remarketing

  • Smart

  • Discovery

The Pro Google Ads plan also includes:

Setup

  • Gaining Business Manager Access

  • Google Tag Manager Setup

  • Conversion Tracking Setup

  • Google Tag Manager Event Testing

  • Campaign Strategy

  • Demographics Research

  • Keyword Research

  • Competitor Research

  • Campaign Setup

  • Ad Group Setup

  • Ads Setup

  • Ads Scheduling

  • Custom Audience Upload

  • Campaign QA

  • Campaign Approval

  • Campaign Launch

  • Post Launch Checkpoints

Monthly

  • Campaign Optimization

  • Strategy Enhancement

  • Eliminate Irrelevant Traffic

  • Ad Optimization

  • Ad Split Testing

  • Audience A/B Testing & Optimization

  • Keyword Expansion & Cleanup

  • Quality Score Management

  • Negative Keyword Optimization

  • Lookalike Audience Creation

  • Remarketing

  • Weekly Optimization Reports

  • Monthly Progress Reports

This tier is for campaigns utilizing $500 - $2,000 in monthly ad spend.

Plus

The Plus Google Ads package provides:

  • (Up to) 2 Campaigns - 4 Ad Groups - 8 Ads - 4 Ad Copy Variations Allowed

The following campaign types are available with the Plus plan:

  • Search

  • Display

  • Remarketing

  • Smart

  • Discovery

  • Google Maps

  • Android & iOS

  • YouTube

The Plus plan also includes:

Setup:

  • Everything included in Pro

  • Ads Extension Setup

Monthly:

  • Everything included in Pro

  • Ad Extensions Optimization

This tier is for campaigns utilizing $2,000 - $4,000 in monthly ad spend.

Premium

The Premium Google Ads package provides:

  • 3 Campaigns - 6 Ad Groups - 12 Ads - 6 Ad Copy Variations Allowed

The following campaign types are available with the Premium plan:

  • Search

  • Display

  • Remarketing

  • Smart

  • Discovery

  • Android & iOS

  • Google Maps

  • Locations

  • Shopping

  • YouTube

The Premium plan also includes:

Setup:

  • Everything included in Plus

Monthly:

  • Everything included in Plus

This tier is for campaigns utilizing $4,000 - $8,000 in monthly ad spend.

Platinum

The Platinum Google Ads package provides:

  • 4 Campaigns - 8 Ad Groups - 16 Ads - 8 Ad Copy Variations Allowed

The following campaign types are available with the Platinum plan:

  • Search

  • Display

  • Remarketing

  • Smart

  • Discovery

  • App (Android & iOS)

  • Google Maps

  • Locations

  • Shopping

  • YouTube

The Platinum plan also includes:

Setup:

  • Everything Included in Premium

Monthly:

  • Everything Included in Premium

This tier is for campaigns utilizing $8,000 or more in monthly ad spend.

Placing Your Google Ads Order

To select your content plan and place your order, navigate to our Fulfillment store page by clicking on the app drawer in the top-right corner. Then, click on Fulfillment Store at the very bottom.

All of our products and services can be found in the left-side column. Click on Content to select a monthly subscription plan. Then, click Buy.

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A menu will appear prompting you to select a business to receive this content marketing subscription. You can either use the dropdown to select an existing business or click the purple + button to add a new one.

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Then, click Add to Cart. You will notice that the cart icon in the top-right corner of your dashboard will update with the number of items added. When you're ready, click Check Out.

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Checkout

This basic page will display your cart total first and foremost at the top of the page. If you wish to add anything else to your order, you can follow the Back to Shopping link. You can also adjust your existing cart such as changing the quantity or deleting an item by clicking the red X.

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If you're ready to proceed, click Continue.

Selecting Payment and Placing Your Order

You will have one final opportunity to review your order while being asked to enter your payment details. You can select an existing payment method you have on file with the dropdown menu or click Add New Card to enter a new one.

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After entering your payment information, click Place Your Order to finalize.

Google Ads Onboarding

After your successful checkout, you and your client will need to fill out onboarding documentation.

Purchasing a subscription for a client will prompt our system to send an automated email on your behalf prompting them to access the sub-account for their business. After gaining access to their new sub-account, they will be able to find and complete the onboarding for the Google Ads service.

The onboarding is easy to complete and requests the following information:

  • Website & Business Information

  • Existing Google Ads or Google Analytics Accounts (we create new ones in all cases, not required)

  • Value Propositions

  • Average Sale & Expected Revenue

  • Target Demographics & Locations

  • Special Requests for Ad Copy & Promotions

  • Direct Competitor Information

  • Requested Ad Display Time

Fill out each field to the best of your ability. The onboarding is a guideline, not a rule. If you are unsure of anything, your project manager will be able to work out the details with you before building out your campaigns.

Google Ads Setup

Account Creation & Asset Request

To begin the process, we will need to create brand-new Google Ads and Google Analytics accounts for white-labeled fulfillment purposes.

Utilizing existing accounts in the past generally demonstrates a potential for issues regarding our connection with your client. There must always be three degrees of separation. Therefore, our team creates new accounts to eliminate the potential for these issues.

Note - This does not create any issues with your existing accounts. Google allows for multiple analytics accounts to fire off simultaneously. We will need the client to input their payment information into the Google ads account for budgeting purposes.

In addition to the account creation, you or the client should also provide any assets for the campaign. This includes company logos, imagery, videos (for YouTube), product information (for eCommerce), and all other relevant materials.

Campaign Creation

Our team will review your onboarding and confirm with you that the information and offers listed are correct. After obtaining your assets and confirming the new account setup, we will begin building out your campaigns. The type of campaign will depend upon your business goals and the offer we are promoting.

To finalize your ads and ensure they go live, your website will also need to have a thank you page. When the ad directs to your landing page, the user will opt-in to the campaign, and the thank you page will confirm successful submission. We track this by utilizing code on the website known as Google Tag Manager.

If you do not have a landing page or a thank you page, you can purchase one with our company either by using our funnel-building service or custom website design.

Revision & Approval

Finally, with your website in place, Google Tag Manager installed, and ads created, our team will submit the campaign to you for approval. Please check with your chosen Google Ads plan to review how much time we can allot monthly for total revisions. You may submit revision requests directly via our communications channel or submit documentation of any type.

You and your client will always retain the final say before publishing new ads. After we obtain your approval, your campaign will go live. We will also integrate your Google Ads and Google Analytics directly into your dashboard. This will make tracking leads and reading the different metrics easy and convenient to do all in one place.

Monthly Maintenance

Each month, our team will devote time to maintaining and optimizing your campaigns by your subscription plan. Here’s a quick overview of what our Google Ads team will be doing for your client’s business month-to-month:

  • Ensuring the campaign is at or lower than our set CPA goal

  • Focusing on the best-performing ad group and pausing others to cut costs

  • Reviewing poor-performing ads for opportunities to improve

  • Reviewing and exploring new keyword selections

  • Reviewing demographic performance and focusing efforts on the top performers

  • Monitoring and adjusting ad spend to keep CPA low

Our team will take every measured effort possible to obtain the best ROI for your client. Performance is most likely to improve over time as Analytics learns and gathers essential data from your audience. We will always make the best decisions to protect your investment, and strongly recommend against prematurely pausing the campaigns.

You will also be able to review this information from your dashboard at any time.

Note - The Google Ads team will request IP addresses from you and the client for the campaign. By excluding these addresses from Analytics, we ensure that we are only gathering data from actual visitors. We ask for your cooperation with this step.

Billing & Subscription

Billing Cycle

Upon completing the checkout process, you will receive an immediate charge for the setup fee as well as your first month of service.

The next monthly charge will not be issued until your first campaign is live. You will receive your next charge exactly thirty (30) days after your first ads are ready. This ensures that we honor your initial payment for the first month of service. You will then receive a new charge each month from the date of launch moving forward.

Canceling Your Subscription

If you are unsatisfied with your content marketing or no longer require it, you may cancel your content marketing subscription at any time.

To cancel your subscription:

  1. Log in to your account.

  2. Navigate to Settings. Then, click on Subscriptions at the bottom of the left-side column under Billing Preferences.

  3. Under Other Subscriptions, you can use the dropdown to select the business that possesses the subscription you wish to cancel. On the right where it says Active, click on the three-dotted line to access a sub-menu. Then, click Deactivate.

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Upgrading/Downgrading Your Subscription

If you would like to upgrade your current content marketing plan to a higher or lower tier, use the instructions above to access your Subscription settings. Then, click Upgrade/Downgrade.

A menu will appear allowing you to compare plans. Your existing plan will say Active Plan. Click Add to Cart under the plan you wish to use and follow the checkout process from there. Note that the setup fee is waived as you only ever need to pay it once per client.

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