For businesses in digital marketing, Google Ads is an indispensable tool.
Not only is it one of the most powerful platforms to target specific groups of customers, but it also allows you to control your marketing costs efficiently. Additionally, Google Ads enables you to measure your performance and adjust the campaign as required.
One thing that digital marketing experts agree on is that Google Ads work faster than various SEO techniques, making it a more effective tool for reaching new customers quickly. Despite that, your Google Ads campaign will still take some time to show results.
So, you might be wondering how long it will take for Google Ads to work, especially if you are planning to use it or already have an ongoing campaign.
We’ve put together this guide to help you understand how soon you can see results and included some helpful tips. So, let’s begin!
Average Time Required For Google Ads To Work
While the time it takes to get results using Google Ads varies from business to business, the average period for a campaign to mature is at least three months. Developing a solid Pay Per Click (PPC) Google Ads campaign can take 6 and 12 months, which is true for all digital marketing platforms.
However, as mentioned before, this period can vary due to several factors, such as the type of business, business location, goals, competitiveness and search volume of the keywords, etc.
Also, businesses in specific industries might get results faster, while others may take more time. So, let’s take a look at some reasons why it can take so long for Google Ads to work.
Factors Affecting Google Ads Results
Preparing and launching a Google Ads campaign requires a significant amount of time and effort. There are different steps involved in implementing such a campaign, and one of the most time-consuming processes is onboarding.
You will need to conduct research, create content, and take care of several other elements before launching the Google Ads campaign. That’s the main reason why it’s recommended to hire a Google Ads specialist who can assist you with the campaign.
Professional marketing agencies have experienced personnel, making setting up the campaign easier and initiating a smooth launch. However, to do their job perfectly, these Google Ads experts will need to know and understand the business properly and the competitors and customers.
Once they are familiar with these factors, they can develop a campaign and ad strategy specifically tailored for that particular business. Additionally, you will need to spend resources for the ad campaign set up to get results in the long term. That is why planning when to implement such a campaign is crucial for increasing its effectiveness.
1. It Takes Time For Google To Approve Ads
Besides the above factors, another important consideration is Google’s working procedure itself. The technological giant can often delay the process since it needs time to examine whether it meets the established guidelines. Some of the elements that Google looks at when deciding to approve the ad include:
- Google checks whether the headline is misleading or spammy.
- Whether the ad contains any prohibited or offensive content.
- The keywords should be suitable for the ad.
- It should be in line with the landing page of the website.
Google aims to provide an excellent experience for Google Ads users and the best online platform possible. The only way to ensure that is by ensuring the quality of ads published on the platform is relevant and engaging for customers. In short, following the guidelines established by Google is the most sure-shot way of getting your ads approved.
2. Ad Campaigns Require Time To Gain Momentum
Irrespective of the platform or channel you use, all marketing campaigns take some time. So, you will need to wait for a few weeks before your Google Ads campaign gains momentum and the business starts attracting leads. The leads will be slow initially, but persistence is the trick to succeeding with these platforms.
Since it takes up to 3 months for an ad to mature, that is the crucial time when you will have to focus all your effort on promoting the ads. Once the ads have matured, the number of leads will increase rapidly, while the cost per conversion rate will decrease. With this, the revenue from Google Ads will also increase.
If the ad campaign is not providing the expected results, the PPC specialist will have to make adjustments.
3. The Success Of Any Ad Campaign Depends Upon Data
Data collection is one of the first steps any business needs to undertake when planning an ad campaign. For online advertising platforms such as Google Ads, the value of data cannot be overstated.
Several PPC campaigns fail to provide effective results due to proper data. New PPC campaigns do not have any performance or data history, and collecting such data requires a considerable amount of time.
Ad campaigns are the best source of such data, but they require some time to generate this, especially if the size of the target audience is small. Optimisation and adjustment of such campaigns can only be made if the required data has already been collected.
With the correct data, it is possible to make changes to the landing page to increase conversions. As the platform acquires more data regarding your ad, the performance will also improve. And you can further use this to improve targeting, bids, and keyword selection.
With increasing clicks and more exposure, networks can develop accurate scores, helping your ads perform better in ad auctions. Businesses depend upon ad agencies for that very purpose as they employ PPC specialists experienced with ad campaigns, data analysis, and campaign optimisations.
Once the campaign has been adjusted and optimised based on the data collected, your business will start to see new leads faster.
How To Improve Google Ads Results
Here are some of the methods that you can use to improve the performance of your Google Ads to get results faster.
1. Allow Onboarding Time
Campaign targeting is one of the most effective ways for getting higher click-throughs and greater returns. Since it depends significantly on onboarding, the best PPC campaigns require a significant amount of time for the process.
The initial phase involves proper research to adjust the ads according to the target audience.
2. Understanding The Business
We’ve already mentioned this before; the more information marketing agencies can acquire about the business, the better they optimise the campaign. This includes data about the customers, competitors, and the company’s goals, including mobile and desktop user base.
When you hire any PPC agency, they usually spend the first-month gathering data regarding various aspects of the business. The start of any ad campaign requires the most considerable amount of data, so it is better not to refine the targeting too much at this time.
Once the campaign is on the course, the PPC agency can make further adjustments and refinements. This technique will ensure that you attract the most valuable audiences.
3. Developing A Strategy And Building A Campaign
Every business requires a custom digital marketing strategy developed by their agency. Once the marketing agency has the needed data regarding your business, it will conduct market research, keyword research, and an online audit. It will also determine the target customers and adjust your SEO architecture accordingly.
Aside from this, tracking is a crucial part of every ad campaign and is a time-intensive process. Agencies are familiar with the key performance indicators (KPIs) that need to be monitored and the most valuable tools for collecting data and managing ads.
The final step is to arrange the various elements required, including the ad copy, ad text, structured snippets, negative keywords, etc.
4. Optimising The Ad Campaign
When using any digital marketing platform like Google Ads, it’s important to understand the process dynamic and evolving. You will always need to keep making adjustments and changes to the campaign according to variations in the market. The more you optimise, the better the results are.
How well you can optimise a campaign depends on how much data is available and collected. PPC agencies can ensure that the campaign’s initial phase provides visibility by gathering, sorting, and interpreting the data. They are specialists in data mining and help you make informed decisions.
Hiring such agencies can also offer other benefits. They are aware of the various metrics such as the average cost per click (CPC), conversion rates, click-through rate (CTR), and more. Plus, they have the resources to test various elements to find out the most effective combinations.
5. Testing The Ad Copy
Once you submit your ad to Google for review, it will take some time to get approval. Advertisements that do not meet the guidelines established by the search giant are flagged for changes and may even be disapproved. In that case, the whole process will have to be restructured again from the start.
It typically takes one business day to review most ads, but it may take longer. That said, hiring a reputed ad PPC agency can help reduce the chances of this happening. Also, keep in mind that millions of businesses use Google Adwords and Google reviews ads in the order they receive them.
When submitting the ad copy for review, here are some things to keep in mind that can help your ad get approval faster:
- Avoid promoting prohibited content, such as the sale of counterfeit goods.
- Avoid prohibited business practices, like misrepresentation, unauthorised data collection, etc.
- Do not promote restricted content, such as adult content, political content, or gambling.
- Make sure there are no technical and editorial issues that can affect the user experience.
Again, advertising agencies can help you enormously since they are familiar with the latest guidelines and policies.
Focus Areas For Optimising And Testing Your Google Ads
Here, we’ve mentioned some points about testing your Google Ads and making adjustments to optimise the campaign to get faster results.
1. The Bid Strategy
The position or rank at which your ad appears depends upon the combination of your maximum bid and quality score. Make sure that the bid strategy is in line with the objectives of the business and can help achieve the best return on ad spend (ROAS).
Also, pay attention to requirements, such as increasing the budget to get more clicks while considering the cost-benefit ratio.
2. Keyword Performance And Search Query Reports
Search query reports can be a powerful tool in understanding what potential customers are looking for. And the keyword selection depends upon such reports.
Research reports can help you find which keywords are the most profitable for the business. That said, the initial keyword list may not be very profitable and will need to be fine-tuned and adjusted after research.
Long story short, using these newer keywords can help bring more traffic to your website.
3. Reviewing And Optimising The Negative Keyword List
Negative keywords are very important for getting your Google Ad campaign’s maximum return on investment (ROI). Negative keywords help eliminate clicks from visitors who are not likely to purchase anything. It helps save a lot of money that you would otherwise waste.
Like regular keywords, negative keywords need to be refined to reduce effort. Any activity or expenditure that does not directly or indirectly benefit your business needs to be eliminated. You can then relocate the resources saved to activities that are providing results.
Similarly, experiment with the ad copy since, most likely, the first one will not provide the desired output.
4. Preventing Click Fraud
Every day, the incidences of click fraud are increasing, costing businesses billions of dollars. Fake clicks can cause your business to lose customers very quickly, and one way to reduce the possibility of click fraud is by checking your Google Ads account.
Besides taking steps to prevent click fraud, you need to look at the landing page conversion rate. Often, businesses encounter visitors who click on links but do not convert.
5. Running A/B Tests To Try Out Variations
Experimenting with various techniques can help determine which ones are effective for increasing conversions. Some proven methods to get higher conversions may include reducing the form fields and adding TrustPilot reviews.
PPC agencies usually take care of such things to ensure that most visits to your website result in conversions.
Frequently Asked Questions
This section has listed some of the most frequently asked questions regarding Google Ads. We’ve done our best to provide detailed and informative answers to help remove doubts and make using the platform easier.
Q1. How long does it take for Google’s algorithm to gather adequate data for any business?
Generally, Google’s algorithm takes about seven days to collect enough data about any business that sends its ads for review. While the review is completed in one business day, Google requires as much data about the business as it can get. The algorithm can take longer to acquire this data for companies with a long and fluctuating cycle that use keywords with a low search volume.
Q2. How much time is required for optimising the ad campaign?
Once Google’s algorithm gathers enough data, the ad becomes eligible, and you can take time to focus on optimising the campaign. You can do several things to optimise the campaign, such as updating and testing the landing page, including or excluding the audiences and locations, etc.
Since optimisation is an ongoing process, there is no fixed period. However, the first three months are crucial when optimising any ad campaign for your business.
A Guide to Google Ads
Any business can gain substantial exposure and attract new customers rapidly with the help of Google Ads. Naturally, several successful companies depend upon this platform to succeed with their other marketing strategies. Keep in mind that no matter which marketing platform you use for promoting your business, it will always take time to get tangible results.
The key to getting the most from this platform is selecting a PPC agency with a proven track record. Also, make sure to follow the guidelines established by Google, which can go a long way in speeding up the whole process, helping you get results faster.
At sitecentre®, we are a digital marketing company specialising in PPC ads, SEO and web design. For any questions you have, or if you would like assistance with your Google Ads campaign, please don’t hesitate to contact us.