Google Search Campaign

6 Simple Steps to an Optimized Google Search Campaign

Looking around our world, it’s not difficult to sense the suffering and brokenness so many experience today. There are many people who feel far from God and disconnected from their heavenly Father. They’re our friends, family, neighbors, and coworkers. It’s not hard to believe the words of Jesus when he said, “The harvest is plentiful but the workers are few” (Matt. 9:37). As a follower of Jesus we may know there is nothing we can do that is more important than help connect people to their heavenly Father. But, reaching the many lost and disconnected with the message of Jesus, especially in the new digital age, may seem like a monumental task.

Missional Marketing believes the digital age we live in has given the church an amazing new ability to connect directly with people who are far from God, especially those who are spiritually seeking. Everyday hundreds of people search the Internet for church, God, spirituality, or for help with their marriage, parenting, or emotions. Our Google advertising experts have worked hard over the years, learning how to create the most effective digital ads that will successfully connect with those who feel far from God. Our mission is to help you digitally connect your ministry to those who need it most.

The process we use to create an effective Google Search campaign has developed over time and continues to develop with new Google updates. We take this process seriously because we believe every efficient campaign has the chance of connecting with a person searching for God. Here are our 6 simple steps to an Optimized Google Search Campaign.

1. Launch

We begin by launching the campaign process. During this time we determine the many components needed to make an effective ad. Each piece of information contributes to creating the most effective ad possible.

Important components include:

  • Type of ad
  • Target Audience
  • Geographical Target
  • Budget
  • Timeline
  • Links for the Ad
  • Callout Extensions
  • Keywords
  • Writing Ads
  • Negative Keywords

Each component is discussed with our clients as we determine the goal of their campaign and the best way to help them reach that goal.

2. Launch Verification

Within 24 hours of beginning a new ad campaign we begin Phase 2, which is to verify the successful launch of the initial campaign. We will make sure all parts of the ad campaign are up and running. We’ll also fix any ads that were disapproved, confirm conversions are recording, check into the bid strategy, and ensure that payment is linked appropriately.

3. On-Boarding

Our team will check in with the ad campaign every other day for the first two weeks to fine-tune various parts of the ad. This process includes adjusting keywords and negative keywords, reviewing bid suggestions, and overall optimizing ads. Our experts will look to get rid of high cost, and non-relevant keywords, all while adding effective, relevant keywords. We’ll also review high-cost clicks, and determine whether they’re worth removing or keeping. Finally, during this part of the On-Boarding process we’ll work to optimize an ad’s effectiveness by borrowing phrases used in the church’s landing pages. Find out what keywords your church website is currently optimized for with our Keyword Analyzer tool.

4. Initial Optimization

Every five days for the first month, our experts work to decrease CPA (cost per acquisition), increase CTR (click through rate), and increase the ad’s overall quality score and conversion rate. Those working on the project might determine a new ad group, landing page, etc., that might need to be developed during this time in order to more effectively respond to web traffic.

5. Enhancement

Once the various ads have been running and gone through initial optimization, it will be time for the next phase of the process- enhancement. During this phase our experts will review the important components of the project to readjust as needed.

These components include:

  • Type of ad
  • Target Audience
  • Geographical Target
  • Budget
  • Timeline
  • Links for the Ad
  • Callout Extensions
  • Keywords
  • Writing Ads
  • Negative Keywords
  • Landing Pages

Each component will be re-examined and updated as needed to ensure an effective ad campaign.

6. Ongoing Optimization of Google Search Campaign

The final phase of our process involves ongoing optimization. This should happen every five days for the first month. During this time our experts will work to lower the CPA (cost per acquisition), while increasing the CTR (click through rate), quality score, and conversions. We will take another look to add keywords and negative keywords to make sure only relatable words are being bid on. We’ll also examine the overall effectiveness of the Google Search Campaign and make any suggestions for future developments, ad groups, or landing pages.

Why It Matters

It may seem like a lot of work, but the Google experts at Missional Marketing believe effective ads on Google are extremely important to reach people who feel far from God in our new digital world. We can’t simply hope that people who feel lost will show up on our church’s doorstep on Sunday morning asking questions. People are asking questions everyday on Google and it’s up to us to go after them and let them know your church is here to help.

We know the process to create a new Google ad can seem overwhelming. We want to let you know you don’t have to walk this road alone. We’re here to help. If you’re interested in talking about starting a Google Search Campaign, one of our team members would love to connect with you.

Get Started

Missional Marketing is a dedicated Christian communications firm working with Christian Churches and Organizations across the country, and we are also a Top 5% Certified Google Partner. So get in touch today, and we can get started.

Contact Jason Hamrock or Kevin Peck, or use the Contact Us button.

Jason Hamrock – Phone: 480-773-9115 | Email: jhamrock@missionalmarketing.com

Kevin Peck – Phone: 602-481-2991 | Email: kpeck@missionalmarketing.com

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