Integration of Google AdWords campaigns into the VCM platform
Over the past 2-3 months, we've integrated numerous Google AdWords campaigns with the VCM platform . Our goal was to optimize the campaigns using the potential of VCM. What did this look like in practice, and to what extent did it impact the campaigns? We invite you to read on.
What is VCM? Does it replace an SEM specialist? These are some of the most frequently asked questions that can help us understand VCM. The department or employee responsible for SEM or Google AdWords campaigns builds and oversees campaigns, while VCM technology optimizes campaigns and maximizes results. A positive "side effect" is, for example, relief from the daily, tedious work of bidding. VCM supports, not replaces, the work of the SEM specialist.
When deciding to integrate a campaign with VCM, a number of factors should be taken into account, such as:
- the level of campaign development,
- campaign settings,
- campaign structure,
- budget adjustment, campaign types,
- itp.
Verseo Campaign Manager and effects.
We observed the most spectacular results from VCM implementation with larger campaigns. The larger the campaign scale, the better the results achieved using VCM (if you want to know why, read the posts: A tool for better online ad management and How is machine learning changing ad management? ). Using VCM also requires a particularly structured campaign structure, which is not necessary when running a campaign manually. By implementing our own VCM technology across all our campaigns, we had to rebuild or adapt almost 80% of our campaigns. However, the results show that this cleanup work paid off.
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How long does it take to see results from VCM? There's no clear answer to this question. Results can be visible overnight or only after 1-2 months. It all depends on the type of campaign and the amount of data. VCM isn't a solution for the short-term or impatient. Therefore, we won't agree to connecting campaigns to VCM for just a few days or a month. Such an approach simply doesn't make sense and doesn't deliver the expected benefits.
Before connecting each account, we conduct a free audit and assess the feasibility of connecting the campaign to VCM. Connecting VCM technology to a poorly prepared campaign can be counterproductive. This isn't surprising; it happens with any such technology, including DoubleClick.
If a client decides to expand the campaign and manage it in-house, the service fee will be lower, reduced to the VCM technology fee and technical support. This is similar to DoubleClick.
3 types of AdWords accounts
Our experience shows that accounts can be divided into 3 most common categories:
1. The account is generally poorly managed
That is, with poorly designed campaigns, incorrect settings, etc., it's simply an account that qualifies for building from scratch. It's reassuring to know that poorly managed accounts are quite rare in companies with in-house SEM specialists. In this case, we advise on what needs to be improved and how to build a campaign from scratch, or we take over the campaigns for complete management. For small budgets ranging from PLN 600 to PLN 10000, where service fees range from PLN 200 to PLN 3000, VCM technology is included in the service costs, so it's better to outsource this task to an agency.
With larger budgets, we begin working collaboratively to improve the campaign. From a business perspective, it's logical that no one would create their own SEM department for a budget of around 10,000 PLN, so accounts in this category are more likely to be fully managed by an agency. It may turn out that simply rebuilding a campaign can significantly reduce costs or increase its effectiveness, even without using VCM technology. We've completed numerous implementations of this type, for example, where we maintained previous Google AdWords campaign results by reducing monthly budgets from 60,000 PLN to 40,000 PLN.
2. Well-managed accounts
Campaigns require minor adjustments and changes to settings. After a collaborative discussion and discussion of campaign goals and the client's business specifics, our agency prepares a list of improvements and suggestions that the client can implement in their account. We explain what is necessary and why, and which changes can be optional or implemented later. Once the changes are implemented, we're ready to launch.
3. Perfectly maintained accounts
In this case, the matter isn't so simple. If we've been running our campaigns for a long time and have properly set bids (different times of day, audiences, devices, positions, etc.), and the campaign is delivering the expected results, we must consider that the initial connection to VCM technology may (but doesn't have to) temporarily impair results. Why is this the case? Any technology that uses advanced algorithms to optimize campaigns must re-gather data, and the data must pass through the platform after connection (the platform optimizes campaigns based on historical data, of course, but must also consider "fresh" data). Therefore, VCM may initially test different settings, positions, etc. However, if we know that, for example, position 2 is still particularly important for a given campaign or keyword, and our experience shows that we have an ideal acquisition cost-to-revenue ratio, we can manually intervene and instruct the system to monitor this position.
But what if our assumptions were incorrect and the system, in the long term, found a better optimal position than we had previously? Every decision must be carefully considered; we control the VCM platform, but it makes decisions based on hard data, taking into account various statistical models. In the long term, however, despite possible periodic fluctuations, we see significant gains and a proverbial "rebound."
And finally…
Once we have everything established, we prepare the campaign strategy and goals, connect the account, and begin optimization. It's also possible to connect a Google AdWords account to VCM without optimization, just so the platform can collect data and launch optimization strategies later.
The client makes changes to the campaign themselves, adding new keywords, exclusions, ads, etc. Verseo, on the other hand, provides ongoing suggestions on what can be improved and enhanced in the campaign, and monitors its effectiveness.
This is a very interesting business arrangement that benefits both parties. On the one hand, the agency can monetize its knowledge and technology, while the client has easy access to current knowledge and isn't limited to just one campaign (the agency runs many different campaigns, so it's easier to see what's working and what isn't, thus gaining a broader perspective on the entire operation).
Ultimately, the client saves a lot of time and can devote it to other activities or focus on developing strategies in Google AdWords and other channels.
Why?
- Campaigns are optimized 24/7, 365 days a year,
- all budgets are controlled to 1 PLN (additional functionalities),
- you can freely increase the size of the campaign without the need to engage additional teams,
- alerts, regular reports (weekly/monthly),
- optimization for a selected goal – significant improvement of results in the long term (case study),
- optimization based on real data and advanced statistical models,
- different campaign goals within 1 AdWords account,
- and many more tricks that we will be happy to present to you after contacting us.
Want to talk? Contact us at Verseo.pl or verseocampaignmanager.pl.
Summary
The above article covers the following topics:
- practical use of VCM technology to improve Google Ads campaigns,
- the time needed for noticeable results of Verseo Campaign Manager's work and the dependence of the results on the type of campaign and the amount of data,
- classification of Google Ads advertising accounts,
- strategy implementation and optimization of Google Ads campaigns using data, automation and agency support.
