What is Google Ads and why is it important for my business?
Google Ads, formerly known as Google AdWords, is Google’s online advertising platform. It allows businesses to display ads across Google’s vast network, including search results, websites, apps, and videos. Google Ads is crucial for businesses because it provides instant visibility to potential customers actively searching for products or services, offering a highly targeted and measurable form of advertising.
Google Ads operates on a pay-per-click (PPC) model, where advertisers bid on keywords relevant to their target audience. When users search for these keywords, Google displays relevant ads. Advertisers only pay when someone clicks on their ad. The system uses an auction process that considers both the bid amount and the quality of the ad to determine ad placement.
We manage all types of Google Ads campaigns, including Search campaigns (text ads in search results), Display campaigns (visual ads across websites), Video campaigns (ads on YouTube and partner sites), Shopping campaigns (product listings), and App campaigns (promoting mobile apps). We also handle specialised campaign types like Local campaigns and Smart campaigns, tailoring our approach to your specific business needs.
We track a variety of key performance indicators (KPIs) to measure campaign success, including click-through rate (CTR), conversion rate, cost per click (CPC), cost per acquisition (CPA), return on ad spend (ROAS), and quality score. We also look at broader business metrics like revenue growth and market share. Our comprehensive reporting provides clear insights into campaign performance and ROI.
What is the Google Ads Quality Score and why is it important?
Quality Score is Google’s rating of the quality and relevance of your keywords, ads, and landing pages. It’s important because it affects both your ad rank and your cost per click. A higher Quality Score can lead to better ad positions and lower costs. We continuously work to improve Quality Scores across your account to maximise performance and efficiency.
How do you approach keyword research and selection?
Our keyword research process is thorough and data-driven. We use a combination of tools, including Google’s Keyword Planner, SEMrush, and Ahrefs, along with our proprietary methods to identify high-value keywords. We consider search volume, competition, relevance, and user intent to select keywords that will drive qualified traffic to your website. We also regularly review and refine keyword lists to ensure ongoing optimisation.
What is ad copy optimisation and how do you handle it?
Ad copy optimisation involves crafting compelling, relevant ad text that encourages users to click through to your website. We create multiple ad variations for each ad group, using A/B testing to determine which messages resonate best with your audience. We incorporate keywords, highlight unique selling propositions, and include strong calls-to-action. We also leverage Google’s responsive search ads to dynamically create ads tailored to each user’s search query.
We employ a mix of manual and automated bidding strategies, depending on campaign goals and performance data. For campaigns requiring granular control, we may use manual CPC bidding. For others, we might leverage Google’s smart bidding strategies like Target CPA, Target ROAS, or Maximize Conversions. We continuously monitor and adjust bids to ensure optimal performance and budget utilisation.
What is remarketing and how can it benefit my business?
Remarketing allows you to show targeted ads to users who have previously interacted with your website or app. This can be highly effective for re-engaging potential customers who didn’t convert on their first visit. We set up and manage remarketing campaigns across the Google Display Network and YouTube, creating tailored messages for different audience segments based on their previous interactions with your brand.
How do you handle budget allocation across different campaigns?
Budget allocation is a dynamic process based on campaign performance and business priorities. We regularly analyse performance data to identify which campaigns, ad groups, and keywords are driving the best results. We then adjust budgets to allocate more funds to high-performing areas while optimising or pausing underperforming elements. This ensures your ad spend is being used as efficiently as possible to meet your business objectives.
What is the Google Display Network and how do you leverage it?
The Google Display Network (GDN) is a vast network of websites, apps, and videos where your display ads can appear. It reaches over 90% of internet users worldwide. We leverage the GDN for various purposes, including brand awareness campaigns, remarketing, and reaching users in the research phase of the buying journey. We use a combination of audience targeting, contextual targeting, and placement targeting to ensure your ads reach the right users at the right time.
We use a multi-faceted approach to audience targeting. This includes demographic targeting (age, gender, location), interest-based targeting (affinity audiences, in-market audiences), behaviour-based targeting (remarketing lists), and similar audiences. We also leverage custom intent audiences and customer match to reach highly specific audience segments. Our targeting strategies are continuously refined based on performance data to improve relevance and ROI.
What is conversion tracking and how do you implement it?
Conversion tracking is crucial for measuring the effectiveness of your Google Ads campaigns. It allows us to track specific actions users take after clicking on your ads, such as purchases, form submissions, or phone calls. We implement conversion tracking through Google Ads tags, Google Analytics integration, and offline conversion imports where applicable. This data informs our optimisation strategies and allows us to demonstrate clear ROI from your ad spend.
Google Ads is a dynamic platform that frequently introduces new features and updates. Our team stays current through ongoing training, participation in Google’s partner programs, attendance at industry conferences, and close monitoring of Google’s official communications. We also regularly test new features and strategies to ensure we’re leveraging the full potential of the platform for our clients.
With the increasing prevalence of mobile searches, we place a strong emphasis on mobile optimisation. This includes creating mobile-preferred ad copy, implementing mobile bid adjustments, and ensuring landing pages are mobile-friendly. We also leverage mobile-specific ad formats and extensions, such as call extensions and location extensions, to maximise performance on mobile devices.
How do you handle negative keywords in Google Ads campaigns?
Negative keywords are crucial for preventing your ads from showing on irrelevant searches. We conduct thorough negative keyword research before launching campaigns and continuously add to negative keyword lists based on search term reports. This helps improve the relevance of your ads, increase CTR, and reduce wasted ad spend.
What is Google Ads automation and how do you use it?
Google Ads automation uses machine learning to optimise various aspects of campaign management. We leverage automation tools for bidding, ad creation (through responsive search ads), and audience targeting. However, we believe in a balanced approach that combines the efficiency of automation with human strategic oversight to ensure campaigns align with your business goals and brand voice.
Campaign optimisation is a continuous process. We regularly review performance data, conduct A/B tests, refine keyword lists, adjust bids, update ad copy, and fine-tune audience targeting. We also stay alert for seasonal trends and market changes that might affect campaign performance. Our goal is to continuously improve campaign efficiency and effectiveness over time.
Google Ads is a dynamic platform that frequently introduces new features and updates. Our team stays current through ongoing training, participation in Google’s partner programs, attendance at industry conferences, and close monitoring of Google’s official communications. We also regularly test new features and strategies to ensure we’re leveraging the full potential of the platform for our clients.
We provide comprehensive, customised reports that give clear insights into campaign performance. These reports typically include key metrics like impressions, clicks, conversions, and return on ad spend, as well as more detailed analysis of performance by campaign, ad group, and keyword. We also provide strategic recommendations based on the data. The frequency and detail of reporting can be tailored to your needs.
