From Setup to Success: The Time Investment Required for Google Ads

Managing Google Ads might seem simple at first glance, but achieving optimal results requires significant time and effort.

Whether you are a small business owner or handling a large account at an agency, it’s essential to understand the true time commitment involved.

This blog post will break down the various aspects of managing Google Ads, including different campaign types, monthly budgets, initial setup, ongoing management, and advanced strategies and reporting.

Understanding Google Ads

Google Ads is a comprehensive, and ubiquitous, advertising platform that enables businesses to reach their target audience through various channels within the Google ecosystem. 

Below is a breakdown of the available platforms and the types of campaigns you can choose from:

Platforms in the Google Ads Ecosystem

1. Google Search Network
2. Google Display Network
3. YouTube
4. Google Shopping

Types of Google Ads Campaigns

1. Search Campaigns
   Text ads that appear on Google search results pages when users search for relevant keywords.
2. Display Campaigns
   Visual banners & text ads that appear across the Google Display Network.
3. Shopping Campaigns
   Product listings that include a photo, title, price, store name, and more, appearing in Google Shopping and search results.
4. Video Campaigns
   Ads shown on YouTube and Google video partner sites.
5. Demand Generation Campaigns
   Ads designed to create demand and brand awareness for products or services. Similar ad formats to Performance Max.
6. Dynamic Search Campaigns
   Ads automatically generated based on your website content to match relevant searches.
7. Performance Max Campaigns
   Automated campaigns that maximize performance across all Google Ads inventory, including Search, Display, YouTube, Shopping, Gmail, and Maps.

Each campaign type and platform within the Google Ads ecosystem offers its own distinct advantages for using them. However, managing them effectively requires an in-depth understanding of their specific mechanics and ongoing optimisation efforts to ensure businesses can leverage the full potential of Google Ads to achieve their marketing goals.

What are the Key Factors that Influence the Time Required to Manage a Google Ads Campaign?

Not everything is created equal – certainly not where Google Ads is concerned. Here are the key factors that influence the time required to manage a campaign:

Size and complexity of the campaigns 

Larger campaigns with more ad groups, keywords, ads, asset groups, audiences  etc. require more time to manage and optimise compared to smaller, simpler campaigns.

Campaign goals and objectives 

Campaigns focused on goals like sales or lead generation may require more frequent optimisation compared to brand awareness campaigns.

Budget size 

Campaigns with larger ad spend budgets tend to generate more data faster, allowing for more frequent optimisation cycles.

Industry competitiveness 

Highly competitive industries require more effort in bid management, keyword research etc. to stay ahead.

Initial setup and learning phase 

New campaigns go through a “learning” phase of around 4-8 weeks where Google’s algorithm is optimising delivery. Less data is available for optimisation during this phase.

Frequency of changes 

Making frequent changes like updating ads, budgets, targeting etc. can reset the learning phase, prolonging the time to full optimisation.

Conversion cycle length 

Campaigns with longer conversion cycles (time from click to conversion) require more time to optimise compared to those with shorter cycles.

In-house expertise vs agency management 

Campaigns managed by experienced agencies may require less time compared to in-house teams still learning Google Ads.

Automation tools and bid strategies used 

Using automated bid strategies and campaign management tools can reduce the time required for manual optimisation.

In summary, the size, complexity, goals and competitiveness of the campaigns, combined with the expertise level and tools used, are the primary factors determining the time investment required for effective Google Ads management.

The Hidden Hours: How Much Work Goes into Google Ads Management?

1. Initial Setup

The initial setup of Google Ads involves several steps that lay the foundation for your campaigns. This includes:

• Account creation and configuration: Setting up your Google Ads account and linking it to other necessary accounts like Google Analytics, Google Tag Manager, Google Merchant Centre.
• Billing setup: Configuring payment methods and ensuring proper budget allocation.
• Keyword research and selection: Identifying relevant keywords that your target audience is searching for.
• Creating ad groups and writing ad copy: Organising keywords into ad groups and crafting compelling ad copy to attract conversions.
• Budget setting and bidding strategies: Determining your daily budget and choosing appropriate bidding strategies.

For different campaign types:

• Search campaigns: Selecting high-intent keywords and creating text ads.
• Dynamic Search campaigns: Setting up dynamic ads that automatically generate based on website content.
• Display campaigns: Creating text ads and banner ads to reach users across the Google Display Network.
• Shopping campaigns: Creating product listings to appear in Google Shopping results.
• Performance Max campaigns: Creating asset groups that include a variety of text ads, images, videos to leverage Google’s automation and machine learning.
• Demand Gen campaigns: Creating audience targeting options like Lookalikes, custom intent, remarketing.
• YouTube Video campaigns: Creating audience segments, detailed demographics, keywords, topic placements, and selecting In-Market/Affinity audiences.

Estimated time required: 5-10 hours.

2. Ongoing Management and Optimisation

Once your campaigns are live, continuous management and optimisation are essential to maintain and improve performance. This includes:

• Monitoring campaign performance: Regularly checking key metrics such as CTR, CPC, and conversion rate on a daily, weekly, and monthly basis.
• Adjusting bids and budgets: Making necessary changes based on performance data to optimise spending. Monitoring success metrics such as ROAS, CPA, MER, CAC, LTV.
• A/B testing ad copy and landing pages: Experimenting with different versions to find the most effective combination.
• Keyword management: Adding negative keywords, refining keyword lists, and ensuring relevance.

Specific strategies for different campaign types:

• Search campaigns: Continuously refining keywords and ad copy to improve quality scores. Checking Search Query Report and adding negatives.
• Dynamic Search campaigns: Monitoring automatic ad generation and adjusting targeting settings. Adding negatives.
• Display campaigns: Optimising ad placements and refining targeting to reach the most relevant audiences.
• Shopping campaigns: Regularly updating product feeds and optimising product listings.
• Performance Max: Optimising automation settings and refining audience signals.
• Demand Gen: Continuously improving ad creatives and audience targeting.
• YouTube Video: Analysing video performance metrics and adjusting content strategy.

Estimated time required: 3-5 hours per week.

3. Managing Big Accounts vs Small Accounts

The complexity of managing Google Ads varies significantly between small and large accounts. Here’s a breakdown of the typical monthly ad spend and the corresponding time investment:

Small Accounts ($1,000 – $50,000 per month):

• Characteristics: Lower budgets, fewer campaigns.
• Time Investment: Estimated 2-3 hours per week, plus additional time for strategy and reporting.
• Management Needs: Less granular analysis, fewer adjustments, easier to manage with basic tools.

Big Accounts ($30,000 – $100,000 per month):

• Characteristics: Larger budgets, more complex campaign structures.
• Time Investment: Estimated 5-10 hours per week, plus additional time for strategy and reporting.
• Management Needs: Detailed performance analysis, frequent adjustments, benefit from advanced tools and resources.

Really Big Accounts (Above $100,000 per month):

• Characteristics: Very large budgets, highly complex campaigns with numerous ad groups and keywords.
• Time Investment: Estimated 15-20 hours per week, with significant time dedicated to strategy development and detailed reporting.
• Management Needs: Comprehensive performance analysis, constant optimisation, and advanced tools to handle increased complexity.

4. Advanced Strategies and Maintenance

For both small and large accounts, implementing advanced strategies can lead to better performance and higher returns. This includes:

• Advanced targeting options: Using location, demographics, and interest-based targeting to refine your audience.
• Remarketing campaigns: Re-engaging users who have previously interacted with your site.
• Integration with Google Analytics: Gaining deeper insights into user behaviour and campaign effectiveness.
• Seasonal adjustments and scaling: Modifying campaigns based on seasonal trends and business growth.
• Staying updated: Keeping up with Google Ads updates and industry trends to ensure best practices.

Estimated time required: 1-2 hours per week for maintenance; additional time for strategy development as needed.

5. Tools and Resources to Save Time

Several tools can help streamline Google Ads management:

• Google Ads Editor: A desktop application that allows for bulk edits and offline management.
• Automated bidding strategies: Utilising Google’s machine learning to automatically adjust bids as well as setting up Portfolio Bid Strategies & Shared Budgets.
• Third-party management tools: Platforms like SEMrush, Ahrefs, and SpyFu offer advanced features for keyword research and competitive analysis.

Utilising these tools can significantly reduce the time required for routine tasks and allow you to focus on strategic decisions.

The Role of Professional Help

At some point, you might consider hiring a professional or an agency to manage your Google Ads. Professionals bring expertise and experience that can optimise performance beyond what a DIY approach might achieve. However, this comes at a cost, and it’s important to weigh the potential ROI against the expense.

Conclusion

Managing Google Ads effectively requires a substantial time investment, whether you’re handling small or large accounts. From the initial setup to ongoing optimisation and advanced strategies, each aspect demands careful attention and regular maintenance. By understanding the true time commitment involved and leveraging tools and professional help when needed, you can maximise the effectiveness of your Google Ads campaigns.