What are Google Ads?
Google Ads is Google’s online platform for serving ads to targeted search users and people using a variety of online services around the world. It is one of the largest advertising exchanges for online business as Google holds the largest share of online searches. For many, Google is the default search engine their device comes with or is often the one they switch to due to the familiarity and the level of confidence the average web user has in the results being served.
Google’s influence in advertising can be seen in the ads served next to search results, the ads that are shared across different websites using AdSense, video ads served on the YouTube platform, and ads that are displayed in mobile applications. Each of these different channels is another way to target a prospective buyer, allowing brands to have a widespread presence which can increase the likelihood that the average consumer will buy into the brand.
Why use Google Ads?
One of the biggest strengths of the Google Ads platform is the extensive level of targeted that is provided to advertisers to ensure they are reaching the right audience. Different ads can be served to different audiences, allowing advertisers to target online audiences they believe are highly relevant to the products or services they are advertising. For example, one can restrict advertising based on the age of the user or by where they are at in the world.
The search network provides advertisers the ability to create textual ads that are served next to the natural search results the user receives when using the search engine. This allows advertisers to appear next to specific search results. Where an ad is placed is based on a number of different factors and whether or not the advertiser was targeting that specific “keyword”. Google provides excellent keyword research tools to help advertisers pick keywords that are relevant to them.
Why use Google Ads Management?
While there are a lot of great tools and resources, it can be difficult to take advantage of all of them in a meaningful way. Professional advertisers understand the platform inside and out and know how to make use of their tools to not only choose the right keyword, but to choose the right audience. There are a number of different ways Google Ads management is a necessity:
- Extensive keyword research to target high performance keywords.
- A/B testing of keywords.
- A/B testing of textual and display ads.
- A/B testing of video ads.
- Cost per click reduction.
- Landing page optimization.
- Conversion optimization.
- Using retargeting to reach prospects which did not convert.
Google’s Ads platform doesn’t treat every advertiser the same. As a result, the cost per click that an advertiser pays when bidding on keywords or placements is going to be different for each advertiser. Professional managers understand how to influence the platform for favor their advertisers to reduce the cost per click their advertisers have to pay each time a prospective buyer clicks on a link. They also understand how to increase the likelihood of that converting that click into a paying customer.
How do we Help?
We believe it is essential for any campaign to be grounded in real data and research. Discovery involves performing research in a number of different areas including keyword research, audience research, and competitor research to understand all factors which can influence the performance of a pay per click campaign. Through discovery, our team is able to determine the set of keywords, websites, and audiences to target for the campaign. Insight is also obtained about the creative approach needed for the campaign to succeed.
Developing a strategy involves taking all of the information gathered during the discovery phase and determining which data is most relevant to make decisions in terms of the strategy to employ for the campaign. During this time the keyword strategy is created based on a number of different factors including the level of competition a keyword has, the price required to obtain a placement that would make the keyword worth it, and the likelihood that the search intent is also relevant. While a keyword may seem relevant at first, it is important to understand the intent of the search.
The key to the success of a Google ads campaign lies in the creativity of the campaign. Both the ads themselves and the landing page experience are developed with the target audience in mind. Often times this is done on a per audience and per ad basis to ensure that the landing page is specific to the end goal of that specific ad. Tracking is implemented to measure the performance of each ad, each keyword, and each landing page to make adjustments over time.
Pay per click management is an ongoing process. Audiences evolve over time and their expectations change. As industries themselves change over time, so do the approaches competitors take to gain an edge in online advertising. Our Google Ads management experts are constantly reassessing campaigns to find new and better ways to connect with relevant audiences.