Here at Design Office we offer a wide range of web services that go far beyond just designing and building your website, but also includes the setting up and maintenance of Google AdWords, pay per click (PPC) advertising on Google. The way it works is simple:
1. People use keywords (or search terms) to search for specific products and services
2. If the keywords you have chosen to be a part of your AdWords campaign match the keywords that people are using in their search terms, your paid ad appears either next to or above organic Google search results.
3. From there people will click on your ad, go to your website and either learn more or buy your products or services.
But what is the importance of having Google AdWords?
In terms of marketing your local business, paid advertising is probably the most direct, the most effective and yet the most complicated of all the channels in which to market yours business online. What’s more, of the paid advertising marketplace, Google AdWords is the most robust. While Bing Ads are becoming a hot topic with search marketers, they still only own a mere 26% of the market share, in comparison with Google AdWords, who own a huge 74%.
What’s particularly great about Google AdWords is that you can choose where your ad appears (Search Network, Display Network, Retargeting, Mobile, etc.), you can set a budget that you are comfortable with and you can measure the impact of you ad. You can even pause or stop your campaigns at any time. Even more interestingly, Google AdWords actually rewards businesses with a mobile-responsive site, and Enhanced PPC Campaigns that encourage mobile search activity. As we have mentioned in previous posts, with the introduction of the new Google algorithm, having a mobile-friendly site is more important than ever and this only strengthens that argument as it will impact all the major channels in which you’ll need to market your business online.
The complexity behind search engine marketing is tied into the keyword and market research, campaign structure and the campaign optimisation process. There’s nothing more tragic nor costly than targeting the wrong keywords and appealing to the wrong demographic. As well, if your campaign structure hasn’t been set up properly, it will result in a poor quality score, low click through rate and subsequently, a more expensive cost per click. This is where we come in.
How Can Design Office Help?
Design Office can offer expert help and advice in setting up a Google AdWords account, from our Account Managers who are all Google Qualified AdWords Professionals. Using specialist tools we can pin point the most commonly searched and matched keywords, based around your current ones, and establish which existing keywords haven’t been performing or aren’t cost effective and should be discarded.
Adjusting the matching options across all of your keywords will enable us to target the better quality traffic and to reduce the amount of junk or ‘needless’ clicks you may be receiving. Many of our clients are using ‘broad’ matching keywords before they sign with us, which means you are bidding to appear under any search containing those keywords with any suffix or prefix and in any order. This can be very expensive and often results in a low Click through Rate (CTR), as well as a poor conversion rate.
Furthermore, as part of our AdWords package we like to add ‘negative’ keywords into your account – a keyword matching option that allows you to prevent your ad from appearing when the specific terms are a part of the user’s search. This will help to filter our some of the traffic that you may not want and will result in more qualified leads.
Our most popular pay per click service is the ongoing account management. This allows us to work on you PPC campaign to achieve continual improvement in our results. While we do have a signed agreement we don’t lock you in to a contract.
We will need to adjust the bidding across your keywords to ensure that you are not paying too much for certain positions. Google benchmark at a 2% CTR, but we aim to get all of our clients’ CTRs between 4% and 20%. Not only will this help us to reduce your Cost Per Click (CPC) but you will also receive a better Return on Investment (ROI). Your position on Google is not purely dependent upon the amount you’re willing to pay, but it is also judged by your CTR and overall history. In other words, get the CTRs up and you’ll get the stronger keywords for less money!
But What Are the Benefits of Google AdWords?
This may be a lot of information to take in, and you may still be wondering why it would actually benefit your business to set up Google AdWords. Here are the top 5 reasons:
1. It’s Measurable
There’s an old marketing adage, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half!”. With Google AdWords, every single aspect of your marketing campaign is measurable, right down to the number of clicks, number of impressions, CTR, number of conversions, conversion rate, CPC, cost per acquisition (CPA), etc. It’s very easy to measure your ROI. Having a dedicated team regularly optimising your campaigns, fine tuning keywords/ads/ad groups will ensure your metric improve over time.
2. It’s Cost Effective
One of Google AdWords’ primary benefits is that it’s extremely cost-effective. You only pay when someone clicks on your ad and you determine exactly how much you want to spend. You can set your budget from as little or as much as you want; the options are limitless. More importantly, if you’re working with skilled professionals, your campaign performance will be optimised in a way where your cost per click will gradually decline over time. This means, you’ll be able to see an increase in traffic without increasing your costs!
3. It Has Maximum Relevance
Google’s job is to present the most relevant and accurate results in response to a user’s search query. Thus, having the largest marketing budget may not ensure you are ranked higher than your competitors. Every time a keyword is searched an ad auction takes place, which will determine the order the most relevant ads will appear in. If you’re bidding more than your competitors for a keyword it does not guarantee you will be top of the list. Instead, Google factors in who generally has a higher click through rate and whose website is of a higher quality and closer relevance to the search term that has been entered. If you beat your competitors on both of these, you will appear above them, no matter how little you are spending.
4. It Has Sophisticated Targeting Tools
Google AdWords provide advertisers with various channels in which to fine-tune their campaign, including:
– Local Targeting: Google AdWords allows you to target specific geographic locations. For each ad campaign, you can select locations where your ad can be shown. You can choose from entire countries, areas within a country, cities, territories or even a radius around a location. More importantly, AdWords allows you to target people searching for or reviewing pages about your targeted location, even if they may not be physically located in your target location.
– Mobile Targeting: Enhanced campaigns allows advertisers to target mobile device users. This is especially important because the mobile consumption of information and mobile search queries are growing exponentially each year. At the same time, devices are evolving quickly with a growing list of capabilities so enhanced, mobile targeting with Google AdWords provide new opportunities to target the right audience at the right time. This is especially important for advertisers who want to customise their ad text or extensions to grab the attention for customers when they’re viewing the ad on a mobile device.
– Language Targeting: AdWords has over 40 language options for campaign targeting.
– Time Targeting: AdWords allows advertisers to select specific hours during the day for optimal targeting.
– Auto-Tagging: Tagging destination URLs for analytics tracking has to be manually executed with other advertisers; however this process is automatic with AdWords.
If the audience is grown and cultivated correctly, there is a huge advantage for advertisers to recapture their audience’s attention elsewhere. Retargeting involves showing paid ads to users based on their past web activity on your site. Remarketing allows advertisers to follow users and show ads to them across Google’s large network of partner sites on the Google Display Network. The best way to ensure these ads are targeted correctly is to build a remarketing list of Google AdWords. For example, you can create a retargeting list for visitors to your “Popular Category” list. You can then build an AdWords campaign with a specific message to show only to people in the “Popular Category” list.
We’re Here to Help!
Here at Design Office we understand that Google AdWords can be a very complicated topic for many people; the extensive information above is just a fraction of what we can say about Google AdWords! But with our team of AdWords professional we are here and waiting to help you.
If you are interested in setting up a Pay Per Click campaign for your business, why not get in touch with us? You can arrange a FREE, no-obligation consultation with our marketing team and discuss your business and it’s advertising needs, taking the opportunity to learn more about Google AdWords and what our extensive services can offer you. As we have mentioned above, there is no limit on a Google AdWords campaign and you can spend as much or as little as you want, meaning that we can tailor a unique Pay Per Click campaign to your business to accommodate your budget, no matter what it is!
Call 01270 252106 or send an email to firstname.lastname@example.org to arrange your meeting today!