Managing Client Expectations ... The First 90 Days
Mar 08, 2023When people say that they tried Google Ads and got no results, my first question is, how long did the campaign go for?
Most of the time, their response is 2 - 3 weeks or maybe a month.
And that is usually the main reason why they did not see success with Google Ads. Even though Google Ads is based on search, whereby people see your ads after completing a search in Google, quite often, someone won’t complete the sale or conversion on the first day.
In fact, the average conversion window I see in many of my Google Ads campaigns now ranges between 10 - 17 days.
When you are starting a new campaign for your own business or for a client, you need to set the expectation that you need to run this campaign for 90 days - regardless of the results over the first month.
The core communication needs to be that, especially over the first 30 days, you don’t have the data to be able to make any real changes.
Setting Realistic Time Frames for Google Ads Campaigns
When launching a new Google Ads campaign, one of the most common misconceptions clients have is expecting immediate results. The allure of instant visibility in Google search results can lead to unrealistic expectations about how quickly that visibility converts into tangible outcomes, such as sales or leads. It’s crucial to educate clients on the natural timeline of a digital marketing campaign and set realistic expectations from the start.
Initial Learning Phase
Google Ads itself has a learning phase, typically lasting around two weeks, during which the algorithm optimises for the best ways to deliver your ads based on your objectives and target audience. During this period, performance can fluctuate, and initial results might not reflect the true potential of the campaign.
Establishing a Minimum Campaign Duration
Clients often gauge the success of their campaign too quickly, frequently within the first 2-3 weeks. It's important to communicate that Google Ads campaigns should be viewed as a medium to long-term strategy, not a quick fix. Establishing a minimum campaign duration of 90 days is advisable because it allows sufficient time for the campaign to stabilise, gather sufficient data, and go through necessary optimization cycles. This duration also aligns with typical consumer behaviour online, where multiple touchpoints may be needed before a conversion occurs.
Communicating Early and Often
Setting expectations early, through initial consultations and consistent communication, helps manage client anxiety and impatience. Explain the significance of the learning phase, the reasons for a 90-day evaluation period, and the potential for delayed gratification. Regular updates and transparent sharing of both successes and areas for improvement can help maintain trust and patience from the client, fostering a more collaborative relationship.
The Conversion Window in Google Ads
A conversion window can vary significantly depending on the industry, the type of product or service advertised, and consumer behaviour. In many cases, conversions do not occur immediately after the first ad click. It's common for users to research, compare, and think over their decision, which can extend the conversion process to several days or even weeks. For instance, in my experience managing Google Ads campaigns, the average conversion window often ranges between 10 to 17 days.
Why the Length of the Conversion Window Matters
The length of the conversion window has profound implications for how campaign success is measured. If the window is too short, you may not capture all the conversions attributable to a particular ad, leading to underestimating the ad's effectiveness. On the other hand, a window that's too long could mix results from different campaign efforts, making it hard to determine which ads are actually driving conversions.
Setting the Right Conversion Window
To optimise your Google Ads campaigns effectively, you need to customise the conversion window based on historical data and the buying behaviour typical of your target audience. This customization allows you to more accurately measure the impact of specific ads and keywords, and better understand the return on investment (ROI) of your advertising efforts.
For businesses, particularly those in sectors with longer sales cycles such as B2B services or high-value consumer products, it may be beneficial to set longer conversion windows. This adjustment ensures that the campaigns capture all relevant conversion activities that occur as part of the customer's decision-making process.
Educating Clients About Conversion Attribution
You need to educate clients on how conversion attribution works and the reasons behind the chosen conversion window. This helps them understand why it might take longer to see results and how those results are calculated. Transparency in explaining these metrics builds trust and helps clients appreciate the complexities of managing effective Google Ads campaigns.
Data Accumulation and Campaign Adjustment
The initial phase of any campaign involves learning and data collection. This period is critical as it sets the foundation for making decisions that drive campaign success.
The first 30 days of a Google Ads campaign are often about gathering as much data as possible. This data includes metrics on ad impressions, clicks, conversion rates, and user behaviour patterns. During this period, do not make hasty changes based on initial observations. Instead, the focus should be on understanding the data collected to identify trends and insights that can inform more strategic adjustments later on.
The 90-Day Review Cycle
A 90-day review cycle is advocated for several reasons. Firstly, it allows for a substantial accumulation of data that provides a clearer picture of the campaign’s performance. Secondly, this period covers enough time to observe the impact of any adjustments made post the initial learning phase. Regular review points, ideally every 30 days, should be established to assess progress, discuss these findings with clients, and adjust strategies as necessary.
Making Data Driven Adjustments
Once sufficient data has been collected, the next step is to make data-driven adjustments. This could involve refining target keywords, tweaking ad copy, adjusting bids, or reallocating budgets to better-performing segments. Each adjustment should be based on real data to ensure that changes are likely to improve campaign performance rather than being mere reactionary fixes.
You can head to my Managing Client Expectations YouTube video, where I show you what you should look at after the first 30 days & 60 days in Google Ads.
You can also get a free copy of my Google Ads optimisation checklist in the video description above. This checklist will help you with all of these optimisation checks, so you know exactly what you need to optimise & review every 72 hours, every week.
