Enhance Your Online Reach with a Well-Optimised Google AdWords Campaign
When it comes to online marketing, you should endeavour to utilise as many of the various avenues available to you. For example: why settle for an SEO campaign, when you can include a well-optimised Google AdWords strategy as well?
What is Google AdWords?
Google Ads is a broad scope of internet marketing which can be broken down into four key areas:
- Paid Search/Pay Per Click (PPC) Advertising
- Display Advertising
- Video/YouTube Marketing
The key to maximising your online awareness is versatility. That means working hard on your social media marketing, SEO, video marketing and more! By diversifying your strategy, you will invariably attract the most amount of business through to your website and successfully overtake the competition.
Let’s kick things off by focusing on the ‘Paid Search’ aspect of Google Adwords
Google AdWords (or Google Ads / Pay Per Click (PPC)), is a type of ‘bidding system’ whereby potential customers will find a link to your website at the exact time that they are searching for a particular product or service that you provide.
A link to your website will be displayed at the top of the search rankings, and every time a customer clicks through to your website (or an add extension such as ‘call now’), you will be charged.
Sounds expensive, right? Wrong! You have complete control over your budget, and with our help, we can plan a tailored PPC campaign which suits you and gets the best results.
Planning the most effective Google AdWords campaign
Of course, there is a lot that goes into setting up a Google AdWords campaign, particularly if you want it to succeed. Remember, every time that somebody clicks on your advert, you will be charged. This is why it is vital for you to be using the most appropriate keywords with the highest conversion rates.
Keyword research is one of the most important aspects of a Google AdWords campaign. The last thing you want is for people to be clicking on your advert, only to spend a minute or so on your website without making a purchase. As such, it is important for your website to have well-optimised onsite-SEO and exceptional usability.
It is a process which requires patience and precision. Our professional AdWords management team will be able to review your account and adapt your Google Ads strategy as the campaign progresses; – refining it in real-time for the highest ROI.
Selecting the right Keywords for your Google Ads campaign
Again, the keywords that you focus on are very important, however there is also the keyword ‘Match Type’ to consider. Let’s have a look at the different match types:
1 – Broad Match
Broad match is the default setting which will display your ad in a wide selection of searches (including typos or misspellings, synonyms and other related searches). Depending on your target audience and the type of product or service that you’re selling, it might be worth including a Broad Match in your strategy.
2 – Broad Match Modifier
This is like broad match, including abbreviations, acronyms and stemming’s.
3 – Phrase Match
Phrase match will display your ad in a search if one or two words have been typed in before and/or after your keyword(s). However, it will not show your ad if any words have been changed in the middle. For example: “Affordable camping supplies online”, “Buy affordable camping supplies in UK”.
4 – Exact Match
The exact match is rather self-explanatory; your ad will only show up if someone searches for the exact phrase or the closest possible variation without changing its meaning.
The importance of ongoing Google AdWords management
Our dedicated AdWords management team will be reviewing your search terms regularly, studying the analytical data gathered and adding any “negative matches” and non-relevant search terms to a negative list. This is to ensure that your ads will only ever show up at the most appropriate time; significantly increasing the chance of clicks to conversions.
Attract the most relevant ‘clicks’ through to your website
Again, there is much that goes into optimising your Google AdWords campaign, however if done correctly it can be incredibly profitable.
If you are worried about the fact that every time somebody simply visits your website via one of your ads, that you are losing money, then allow us to alleviate your concerns: – With a well-optimised approach that is refined over time, those visiting your website will be significantly more likely to buy.
You won’t necessarily experience instance success with an AdWords campaign, but how many clicks do you need to convert into customers to justify the investment?
What is Display Advertising?
Display advertising takes advantage of the plethora of websites which host ad space to generate revenue. We’re talking about millions of information websites, where a wealth of potential buyers, are scrolling through, waiting to discover your ads.
The various ad formats to choose from:
- Text Ads – The basic format
- Native Ads – Designed to fit naturally into the appearance of the hosting website
- Banner Ads – The more popular of the ad formats including GIF images & HTML5
- Mobile Apps – Part of the Google Display Network, targeting the types of apps your audience are more likely to engage with
- Gmail Ads – Target your audience via domains, keywords and place un-intrusive ads at the top of their inbox
- Facebook Ads – Facebook advertising is incredibly valuable. Carousel ads allow you to work with up to 10 images, which is perfect for story telling
What is Remarketing?
Simply put, remarketing is the process of targeting people who have visited your website but left without purchasing anything. Remarketing allows you to reconnect with potential buyers who have shown interest but were perhaps not quite ready to buy.
A great benefit of using remarketing is the fact that you can advertise to your audience at the times when they are most likely to buy (driven by analytical data). By creating tailored adverts, you will be able to effectively draw them back to the relevant pages that they had previously shown interest in and close them down.
Remarketing is best utilised through a variety of difference avenues:
- Google Display Network (GDN) – The largest ad network in the world
- Facebook – With over 2 billion users worldwide!
- Dynamic ads – Adverts which change, displaying previously viewed products or services on your website
- Customer match (or Email marketing) – Advertising to potential customers who have previously shared their email address with you. Additionally, Email Remarketing creates personalised emails which have been tailored to certain customers based on their individual browsing behaviour
What is Video/YouTube Marketing?
Without trying to teach you to suck eggs; yes, Video and YouTube marketing is rather self-explanatory. However, it comes in different forms and the benefits should not be underestimated.
The fact is, over 78% of people using the internet watch videos on a weekly basis! That’s a huge resource that you must tap into if you really want to push your advertising and reach your target audience! Again, diversification is the key.
Target your audience whilst they browse websites such as YouTube and Facebook with personalised ads. Here are the different types of video marketing:
- Video Remarketing – Targeting those who have already visited your website with relevant ads whilst they’re browsing Facebook or YouTube
- Video Display Ads – Similar to PPC, video display ads work on a “cost per view” basis (CPV)
- Facebook Video Advertising – Tailor-made videos that can feature on your Facebook page, or pop up as your target audience are browsing through their news feed
Contact us today for a consultation and get your business in the spotlight immediately!
If this is something that you’re interested in exploring further, however you’re a little bit confused by it all then don’t worry. If you contact us, one of our friendly advisors will be able to guide you through the process and ensure that you thoroughly understand what is involved before making any commitments.
The digital world of online marketing is a daunting place, however at TBS Marketing, we are dedicated to providing an exceptional level of customer care. For us it’s not just about the results; but building lasting and profitable relationships for everyone involved. Let’s get your business in the spotlight!