When digital marketers try to sell PPC advertising to their clients, they often say, “Google Ads will drive new traffic to your website fast.” The question is: how long does it really take for Google Ad campaigns to deliver results?
As a paid strategy, it’s true that PPC advertising brings noticeable results faster than SEO. But this doesn’t mean that you’ll achieve your target figures in a month or two. From our experience, it can take around three to 12 months before you can see highly profitable results from your Google Ads campaign.
You might think that a year is too long a wait but it’s well worth it. According to Google, businesses make a revenue of $2 for every $1 spent on Google Ads.
To maximise the ROI of your ad spend, your campaign must be backed by accurate data. Most of these insights come from the first two to three months of your campaign, which is why this period is the most crucial for your PPC strategy.
Media Crew, providing expert PPC services in Melbourne, shares a rough timeline of how you can optimise your Google Ads campaign to achieve the results you want when you want them.
Google Ads Timeline to Improve PPC Results
Month 1: Data Gathering
The first month of your PPC campaign should revolve around gathering data. Whenever you launch a new campaign, we recommend targeting broad keywords and demographics first. Then, you’ll refine your campaign targeting as you gather more data.
This approach ensures that you reach your most valuable customer, or the audience that finds the most value in the product or service you’re pushing for in the campaign.
This doesn’t mean that you’re launching your campaign blind. You’ll still be using your customer persona for the campaign build. The data you want to look for in the first month is campaign-specific. Should you target mobile or desktop users? Do they respond better to video or image ads? Are your keywords driving traffic?
Month 2: Optimisation
Once you’ve gathered enough data, it’s time to refine your targeting and keyword bidding. Review your keyword strategy; let go of the underperforming ones and increase your bid on those that are delivering results.
Look for negative keywords, or keywords that might attract people who are not interested in your product. For instance, you’re targeting the broad-match term “SEO consultant” because you’re offering consulting services. You want to exclude the keyword “SEO consultant jobs” since this search term is used by a different audience.
Refining your negative keyword list will reduce your wasted clicks and impressions, optimising your ad spend.
You also need to refine your targeting. Analyse which age groups and devices perform best then update your targeting when necessary.
Month 3: Testing
Testing is a crucial part of Google Ads management. You need to optimise your actual ad copy and the keywords the ad displays for. Your first round of ads might not be delivering results, wasting your spend. Experiment with different copy to see which resonates best with your customers.
When testing your ads, you want to look at the following:
- Ad description
- Landing page
The secret to a successful PPC campaign is constant monitoring and refining. Keep an eye on the performance of your keywords and ads through the right KPIs – cost-per-click metrics, click-through rates, and return on ad spend – to make sure you’re achieving the results you want.
If you’re still not getting the figures you want, request a PPC audit from a seasoned marketer. Media Crew has an experienced PPC management team running campaigns across industries. We’ll help you boost your digital presence by optimising your Google Ads campaign, maximising ad spend.
Fill out our contact form today to schedule a PPC consultation.