Google Ads Account Setup

Google Ads Set Up

megaphone of adwords consultantHaving the time and experience to set up Google Ads campaigns can be hard when you are concentrating on running your business, and this is where a Google Ads consultant can help. Setting up an AdWords account and campaigns, requires planning, research and experience. It’s important that campaigns are underpinned by your goals, targeted and make the best of your budget, while limiting wastage.

Whether you require a new account build, or you have an existing account, Espan can help! The processes outlined below for existing and new AdWords accounts apply to Google Search and Display campaigns, and if you are selling ecommerce products online, we can help with our Google Shopping specialist service.

Our process for new Google Ads accounts, results in a high-quality foundation, and for existing accounts significantly improves campaign performance. For both existing and new accounts, we would recommend monthly optimisation and improvement with our PPC management service. This enables incremental improvements, better performance, and you have peace of mind that you receive optimal return on ad spend.

For existing AdWords accounts

  • PPC Audit, resulting in recommendations to improve your account.
  • In-depth research of your business, market and competitors.
  • PPC strategy available, to reach your business goals.
  • Examine account and make improvements.
  • Implement quick wins, for example pausing keywords that don’t perform or are irrelevant.
  • Identify other optimisation opportunities and take action to increase conversions and click through rate for example, so you pay a lower cost per enquiry.
  • Improve your Quality Score, so that you pay a lower cost per click and have greater reach.
  • Improve ads, for improved conversion and click through rate.
  • Keyword research and analysis, revealing opportunities for further conversions.
  • Adjust account settings as required to maximise performance and eliminate wasted spend.
  • Identify areas to increase reach and develop brand awareness, by using the Google Display Network to show your ads on targeted 3rd party sites.
  • Creation of dedicated PPC landing pages where required and improvement of existing pages.
  • Remarketing on Google Search and Display networks, showing ads to people who previously visited your site but did not convert.

For new AdWords accounts

  • In-depth research of your business, market and competitors.
  • Set goals for account success.
  • Keyword research to discover relevant keywords that will help achieve your business goals.
  • Negative keyword research to identify keywords that you do not want your ads to show for.
  • Setting up your AdWords account and campaign structure, adding ad groups and keywords.
  • Setting keyword, device, location and time of day bids.
  • Ad creation: writing compelling ads that appeal to your target audience and will achieve your goals.
  • Add Google Ad Extensions, to enhance your ads, including Sitelinks, Callout Extensions, Structured Snippets, Call Extensions and Location
  • Extensions, as well as other extensions as required.
  • Adjusting AdWords account settings, setting up targeting, for example, the locations your ads will show and to which age groups.
  • Measurement and tracking: set up Google Analytics, Analytics goals and AdWords conversion tracking where required to measure visitor behaviour and conversion actions such as contact form fills, quote forms etc.
  • Set up call tracking to track phone calls, if required.
  • Account monitoring and adjustment: very close monitoring in first few weeks and adjusting where required.

To find out more, please book a free consultation.



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Steve, Owner, motor servicing company
"Mark at Espan has been managing, maintaining and optimising our Google Adwords account for the last 3 years. Thanks to Mark, enquiry levels have increased by over 500% during this time and we're incredibly grateful for all the time and effort he's spent on our account."
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Nadia, Marketing Manager, dental implants company
"Espan’s work with us has been outstanding. Since Mark took over our online marketing, enquiries for our services have more than doubled. Sales have increased and our business has expanded."
Dwayne, Owner, counselling company

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