Google Adwords - Frequently Asked Questions

Modified on Mon, 27 May, 2024 at 4:54 AM

Google Adwords - Frequently Asked Questions

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Google Adwords - Frequently Asked Questions

What does the $300 get me?

For every $1 spent on Google Ads, businesses earn an average of $2 in revenue. With ads “click-throughs” growing stronger by the day the average will increase to $3 or more. Typically, if you spend $300 you can expect $600 or more in revenue.

How do I know it’s working?

The Hana team makes sure your ads are working at their optimum levels. We regularly check all Google ads accounts and adjust when needed. If a florist wants to see if the ads are working they can search and check, however, this is not a good business practice. When a florist searches and does not click on the ads, Google will reduce the ad score as the ads are getting seen but not clicked on. Google will also hide the ads for those users who just saw the ads and did not click on them. It will affect the overall performance of those ads.

Hana routinely sends monthly performance reports where florists can see how many new customers were generated from paid searches.

How is it set up?

That is part of Hana’s internal process and one of the many ingredients of our success. Each Google Ads account is custom-built for that florist in the areas that they want to be targeted. We create the Google Ads Account using our Google ads ID. Once it's done we need your card details for billing setup. After the billing and campaign are set up, Google takes approximately 2 to 3 days to review and then approve the Google Ads.

How is my budget divided throughout the year?

Hana creates a monthly budget sheet based on the florist’s monthly budget. Based on that budget we have a total of what we can spend in a year. We divide this budget monthly based on holidays, occasions, seasons, demand, etc.

For example, if the monthly budget is $500, then the yearly total is $6000. We will divide it monthly based on occasions, seasons, demand etc. Let's say we slow down the campaign for very busy holidays because the shop cannot handle more orders but increase the budget during the summer when business may be slower.

Is it monthly or yearly?

It's a monthly expense.

What reassurances do I have that you will not go over budget?

It totally depends on the bid for the words, keyword cost, etc. We assure you we will not exceed the yearly total as explained in “How is my budget divided throughout the year”.

Can I pause my GAWs? If so, how long does it take to stop and restart?

Yes, you can request us to pause if you are closed for some time. We will pause the ads and start when you are open. But we recommend not to pause or stop ads.

Does this affect my ads?

Yes, this will affect the ads if ads are paused. If ads have been paused or if you’ve created new ads it does not start where you left off. Google bases how often your ads show, how well they rank and how much you pay per click on a variety of factors, including lots of historical data such as historical CTR, and landing page experience. When creating new ads, or unpausing your ads after a while, this data is no longer available or is invalid. This is why your ads may take a while to pick back up to where they were before.

What territory does it cover?

It covers all the cities, zip codes, and areas that are in your delivery zone. We create the settings in a way that if the internet users are looking to send flowers or gifts in your area, your ads are optimized to be visible in the search results.

When does Google usually charge for ad campaigns?

Charges don't usually happen once a month or at the end of the month. They can happen multiple times throughout the month, and are based primarily on thresholds—or the set amount of costs that your account reaches. This amount triggers a charge, so it means you might be charged more than once in a month.

If you never cross your payment threshold amount within a month, then you will get automatically charged on the same date every month (there may be changes to your automatic payment date to allow for shorter months or leap years).

Example 1

If your threshold is $500, then you'll be charged every time that your costs reach $500 within the same month. If your costs total $1,500 in a month, you'll be charged $500 three times (3 x 500 = 1,500).

Example 2

If your last automatic payment was a threshold charge of $500 on August 25th, and you don’t reach your threshold again before the end of August, then your next automatic payment will be on September 1st.

Why is Google charging my card multiple times? An explanation about thresholds.

With automatic payments, Google charges you whenever the account reaches a certain amount or exactly the same day of the month as your last automatic charge went through. Whichever comes first is when the charges will be applied. This is known as the payment threshold. A payment threshold might rise if the account tends to reach that limit before the next automatic charge. For example, if the threshold is $50 and it reaches that amount multiple times, the threshold might raise to $200 or more.

When the account costs reach the threshold before the month has ended, your threshold is raised. This may happen several times until your account reaches a final threshold. Threshold amounts depend on your ads account, country, and currency. The amount you're charged may be slightly more than the threshold if your account accrues costs very quickly. You can be charged multiple times a month if your account reaches your billing threshold repeatedly over that time.

Based on the frequency of monthly charges some customers may have an option to increase their payment threshold above the maximum amount that is set automatically to a new higher amount. This setting will help users that have frequent monthly charges to be charged less frequently across a month but at higher amounts.

Where will the ad be displayed?

The ads will show in searches, but it depends on the budget, locations, keywords search volume, ads quality score, etc. As the campaign is introduced online it will begin to grow in power. Do not expect a tree if the seed was planted yesterday. Results take more than a few days.

How am I notified if my card is declined, and needs to be replaced, or updated? How long is the delay for the ads to be reinstated?

Having a credit card with space for your GAWs billing every month is CRUCIAL to the success of your campaign. A card that has been decline will adversely affect your GAWs campaign. Although we will notify you of any alert from Google, Hana is not responsible for your payments to Google.

Will someone give me an example of how to read the report?

We have added a section “How to read a report” in our reports. If you need further clarification once you’ve read the report The Hana team will reach out to you and we can go over it together.

How often can we adjust the budget per year?

It depends on the occasion, seasons, demand etc. We try to keep it the same budget throughout the months but we do adjust it based on our analysis and observations. Please read “How is my budget divided throughout the year?”.

Why are you not spending all my Adwords budget?

When we create new ads, Google analyzes the ads, bid strategy, and targets the appropriate audience. Based on these results Google will estimate who is most likely to click on the ad. During this period we might not see many clicks and may not spend all of the budgets.

If we increase the bids to cover all of the Adwords budget Google will optimize the ads based on that bid and charge us more on per click. If we continue with this strategy Google will charge us more after our ads mature. If we lower the bid to match the budget, Google again puts our ads under review and we will lose the clicks. It's better to start with what we can spend and let Google complete its study phase.

Ads positioning is dependent on Ad Rank, which is calculated based on bid and ad quality score. Ad quality score depends on all Google studies, testing, and ads copies we created.

In the image below, you can see how Google decides the ad positions and how the quality score affects the cost.

What do you provide?

We do all Adwords management for you. We set up Adwords accounts, keyword research, and create campaigns and ads based on those keywords and target locations. We monitor ads on a regular basis and do analyses and observations. Based on these observations we implement these changes to continue to optimize your ads or create more ads.

Why do you need my previous order history and order volume? How will it help?

Previous order history will help us benchmark and set our goals. Analyzing the history, average orders, revenue etc. helps us to adjust, correct, and improve your sales goals. The more data we have the more we can strategize and spend your budget wisely. This is why Google Analytics Reports are so helpful to us but some POS providers do not share this data with their florists.

Why are my ads not showing under my city?

Good question and please review the below. A detailed discussion on this with all technical aspects is beyond the preview of our service offering. Unfortunately, it takes a full education and coaching into Google Adwords to understand this issue. But, below are some pointers and links to read up on this in more detail.

Self searching for Ads is not advisable. Google may or may not show ads if you are self searching. If you search and do not click, google assumes you are not liking those ads and will display other ads next time.

If you want to show up on every location for every search without fail on top, we will have to spend 1000s of dollars.

Hana has to use the florist provided budget diligently to get the best ROI ( return on investment) on your money.

Hana digital marketing experts analyze the market conditions and trends and are constantly tinkering with bids, words, search phrases to get you the most number of orders for your Adwords budget. Showing up in every search is not a good way to spend your Ad money.

Google has many criteria to run ads, including quality of text, users preference, past behavior, budget etc. We leverage that same and tinker with quality of Ads, trends and try to use up the budget over a entire month.

Ads in Review / Google building metrics during initial weeks: If we just now started your campaign, please be aware that it takes sometime for Google to note our campaign performance and metrics and have the trust in our campaign to show our ads more regularly. It takes at least 6-8 weeks to ramp up the performance. This is the reason why we do not spend entire budget during initial months.

More Reading / Google Education: Please review below link from google for more information.

https://support.google.com/google-ads/troubleshooter/1711301#ts=1712925%2C1713041%2C1713044%2C1712989

Unfortunately, our Support team will not be able to educate or coach you further on this issue. Our Support team are not experts in Google Adwords and are not equipped to coach / educate on these matters. Your Adwords monthly reports provides you the performance metrics and our backend team works on your Adwords campaign almost on a dialy basis to get your the best results for your Ads budget.

Why I am getting the call for 1800 flowers, order gatherers?

To understand this, we need to understand how ads work

We target keywords like flowers "location", florist "location, flower arrangements etc.
These are broad match keywords, best to target and get better cost per click.
We target locations where they can deliver.
Now if anyone is present in his location and searching for flowers for another location, say flower arrangement in Florida. our ads might be showing as search term containing flower, arrangements, and users present in his location.
Google will show the best ad copy based on user search.
if a user clicks or calls them seeing ads for the above query, we cannot stop them.
Now, if we are targeting an exact match, then the cost per click might be high and they will lose clicks and traffic.

How do we avoid such calls?

We monitor search terms on a weekly basis and add unrelated search terms as negative keywords to avoid such clicks and calls. When we add negative keywords ads will stop showing on those queries, but there are chances users may find ads on different search combinations and call again. This is a continuous process and we check this on a weekly basis and update your negative keywords.

How would I know what areas are you targeting for the ads campaign?

We always target the areas and zip codes provided by the florist for our Google Ads campaigns. According to our policy, we cannot share direct access to the Google Ads account. However, we can provide a list of the targeted zip codes and areas upon request.