Pay Per Click Advertising

Google Ads is a powerful tool that can help businesses reach a wide audience online. However, managing a Google Ads campaign can be complex and time-consuming. That’s where an agency comes in. An experienced Google Ads agency will understands the ins and outs of the platform and can help you create an effective campaign that meets your specific goals. In addition, an agency can provide ongoing management and reporting, so you can be sure that your Google Ads campaign is performing as effectively as possible. If you’re looking to get the most out of your Google Ads investment, working with an agency is the best way to go.

Having a visible web presence is essential for any business.  General marketing and website promotion are very important if you want to generate visitors to generate additional sales or enquiries.  However, organic Search Engine Optimisation (SEO) can take some time to take effect, which means that Pay per click advertising is a cost-effective way of boosting your marketing efforts.

Most people are familiar with the standard Search Engine Results Page (SERP) as it appears on a desktop computer (mobile devices may differ).  There are three elements:

Google Adwords Pay Per Click Advertising

Google has a Pay Per Click (PPC) advertising program called Google Ads.  Advertisers compete for placements (typically three or four at the top of the page and three) for specific keywords.

Initially, the Google Adwords system worked like any auction, with the highest bidder for a specified keyword outranking the competition. There was some weighting for quality purposes, but primarily it was an auction.

Over the years, the system has evolved into a sophisticated algorithm to ensure that the best quality advertisers are shown to searchers.  Google Ads is Google’s core business; the search engine is what drives people to the adverts, which in turn generates revenue.

Advertisers have control over the wording of their adverts, the keywords to bid on, and the destination page (landing page).   The landing page can be any page on your site.  A few years ago, Google introduced a Quality Score to ensure the consistency of the advertiser’s content.  As a consequence of this, correctly matching up targeted keywords to the landing page became very important.  This alone can make the difference between a campaign being a success or otherwise.

Is an Adwords Pay Per Click Campaign appropriate for your business?

Pay-per-click is a very efficient marketing solution as advertisers are only bidding for relevant keywords to find potential clients that are seeking their particular service.  As a Google Ads advertiser, you have complete control over your budget for every aspect of a campaign; you can dictate the times of day it runs.  It is even possible to select the locality in which the advert runs.  Or even the type of device it shows on.

Smaller businesses are often concerned that they will be competing with the marketing budgets of large national (or multi-national) companies.  And while it is true that in very competitive markets, the bid price can rise to some eye-watering amounts, it is not true that everyone has to compete to keep up.  A carefully managed and correctly structured campaign can compete with larger companies.  We achieve this by being very specific about the target keywords and accurately identifying potential customers.

Setting up an Adwords Campaign

Typically a pay-per-click campaign involves some setup and testing, so you should budget accordingly.  Once the proper keyword research and evaluation have been carried out, we have an accurate idea about how to focus your marketing budget.  Full reporting means your campaign can be monitored and adjusted to maximise your budget.