Fully qualified Google Ads agency available to take the hassle out of creating and managing your PPC campaigns.
Google is continually evolving it’s paid advertising policies to ensure it has a campaign type for every conceivable business. Keeping up to date with new requirements is both time-consuming and needs a professional approach. Being fully licensed and certified in Google Ads search and shopping Ads, we can guarantee any campaigns you run will be fully optimized to ensure every pound you spend, will be a pound well spent.
Unlike traditional SEO, the good thing about Pay Per Click (PPC) advertising is literally anyone can set up a Google Ads (formerly Adwords) or Bing Ads account and have a campaign up and running within 20 minutes.
In 2002 Google introduced Adwords Select, and began giving more importance to pages that were most relevant to the search term. The company also launched cost-per-click (CPC) pricing, a dynamic pricing system where advertisers were only charged when a user clicked on an ad. An ad’s position depended on relevancy and the price the advertiser was able to pay. This led to users being more trusting to businesses with higher-up ads.
Later in 2002, Google bosses entered an agreement with AOL, a big player among online companies at that time. The deal gave advertisers the option to show advertisements on Google partner sites, increasing the ads’ reach. This later became the AdSense platform, where webmasters could show Google Ads on their sites and earn a commission every time a visitor clicked on an ad.
With the system’s growth, Google added conversion tracking, so advertisers could see which keywords, adverts, and campaigns led to a sale or lead acquisition. Google also launched the keyword tool, so companies could analyse the competition and cost of keywords.
Fast-forward to today, and it has never been so expensive or competitive to advertise on Google Ads. However, Google continues to improve the platform for advertisers and users, with more adjustable settings, more reliable tracking, and Quality Score and spam control.
The research stage requires gathering and assessing data, including past PPC campaign data, Web analytics data, and competitor's campaigns. Determining the number of suitable keywords and beating your competition for the highest spots depends on the quality and volume of information acquired in the research phase. Once you have completed the research stage, it is time to produce a PPC test campaign to run for at least two weeks.
The evaluation step consists of monitoring the performance of your test campaign. You need to evaluate your keywords, the text in the ads, and the pages your visitor lands on. The aim is to discover which keywords, ad copy, landing pages, and bid amounts have the most promising potential. The results of your evaluation will become the framework for your future campaigns.
The extending stage involves leveraging the evaluation phase's insights and increasing the number of keywords to produce enough sales or leads without reducing conversion rates. In your test campaign, you might use 20 keywords, but after separating those that are profitable from the losers, you might be able to come up with several hundred profitable phrases in your extended campaigns.
The improvement period requires continuous tuning and tweaking of keywords, ad copy, landing page details, and bidding tactics. A/B or multivariant testing is vital. You can test just about every element of a PPC strategy, but not all at the same time. A practical way to optimise PPC advertising is an organised systematic evaluation of each part, one at a time. Once you've completed A/B testing of ad copy (first the heading, then the body), you can move onto each element of the landing page. Testing involves a lot of work and, optimally, software assistance, but is worth the effort for the increased conversion rates. Producing a highly successful PPC campaign is a process that never ends due to changes in ad platforms, industry developments, trends, and your competitor's activity. Because of the inconstancy in business sectors, it is usually necessary sooner or later to return to the initial research phase and test new keyphrases, copy, and landing page elements.
If you think setting up a PPC campaign correctly seems confusing, you are not alone. That’s why as a Google Ads agency, we are in business. Learning how to execute this form of advertising successfully is not something learned overnight. If you don’t have the time or inclination to understand the process yourself, a qualified Google Ads agency is the solution.