Google Ads (Adwords) Management + PPC Advertising
Google Ads (formerly Adwords), Bing, Facebook, AdRoll, and other pay-per-click (PPC) advertising platforms revolutionized advertising when they first appeared. You can spend as much or as little as you’d like, and you can choose between paying for individual clicks (PPC) or paying for impressions (CPM).
With great privilege comes great responsibility, however. Google has made it incredibly easy for just about anyone to create an account, enter a credit card number, and start spending money on Google Ads. Even worse, there are an ever-increasing number of AI-powered features in PPC platforms that can make people feel like they know what they’re doing.
Inexperienced advertisers who fit into the latter category usually find that they’ve spent thousands of dollars on thousands of empty clicks, meaningless impressions on spammy websites, and zero sales or leads.
If you want to get the most value for your PPC advertising dollar, call Majux for a free initial consultation – and keep reading for more information about this powerful advertising channel.
Is There a Difference Between Paid Search and PPC Advertising?
The terms “paid search” and “PPC marketing” get used interchangeably, but there is a significant difference between the two.
PPC advertising refers to all forms of paid media that follow a pay-per-click model. A user sees an ad, he clicks on it, and the advertiser is billed for that click – that’s PPC in a nutshell.
Paid Search is simply a subset of PPC advertising. These are the paid advertisements that show at the top of Bing and Google’s search engine results pages (SERPs) when you search for certain keywords. Advertisers bid on those keywords, and if they win the bid, their ad shows. They are billed when you click an ad.
HOW THE PAY-PER-CLICK (PPC) MODEL WORKS:
- The advertiser decides which keywords they want to show for. Make sure that these are high quality and relevant keywords to your business. Shoe businesses, for instance, would probably bid on “buy white Nike sneakers online,” and avoid paying for generic searches like “sneakers.”
- The advertiser writes ads and designates the page that a user is taken to (called a landing page).
- You set the bid you are willing to pay, and every time someone clicks on your ad, you pay Google a certain amount of money. You can bid as low as a few cents or as high as a few hundred dollars — although the latter is quite rare.
Let’s say you bid $10 for the phrase “best free business checking account.” If someone searches for that phrase on Google, your bid wins, and Google deems your ad to be relevant, your advertisement will show in the #1 spot.
Here’s a commonly asked question: do you always pay the bid price for a click on Google Ads? No, you do not; you only pay slightly higher than the second place bid. So if the second-highest bid was $8 for the example above, you would be charged $8.01.
Why Is Google PPC The Most Popular Platform?
The answer to this question is a bit circular: Google is the most popular search engine, so therefore, they are the most popular marketing platform. In addition to the sheer volume of their audience, Google improves the Google Ads experience on a monthly, if not weekly, basis. It’s the best PPC platform available from a technology standpoint, it’s wonderful to use compared to other platforms, and the audience reach is unparalleled.
OUR PAID SEARCH SERVICES
Campaign Research/Design: We’ll perform in-depth keyword research, analyze your competitors, and forecast your conversion and cost-per-lead data. We will also find keywords to add to the campaign as “negative keywords” – we don’t want to waste budget on unwanted clicks.
Landing Page Creation: If you don’t already have a page on your site that is built to convert users from a Google Ads, Bing, or other campaign, we will build one for you. Landing pages for paid campaigns are usually streamlined, straightforward, and forego the large amounts of copy necessary for a page to rank in organic search. We will also create conversion tracking on the landing page, and we’ll set up a retargeting audience so we can revisit the users who fail to call or buy.
Audience Targeting and Retargeting: If you already receive a good bit of web traffic, we can build audiences in Google Analytics and create campaigns to retarget those particular audiences. If you don’t already receive traffic, we will build retargeting audiences that will re-capture the traffic we buy via Google Ads.
Conversion Analysis: We can monitor campaign activity in nearly real time, so as we see which ads are converting and which ones aren’t we will adjust the campaign accordingly. We also track conversions or sales closely so we can send you detailed reports on the account’s success.
Constant A/B and Split Testing: We always run multiple ads against each other – you can’t know what text or imagery will perform the best until we test multiple ads. We also run landing page A/B tests as well, and we can make rapid optimizations as necessary.
Traffic Analysis: Is the traffic you are paying for relevant? We’ll know right away, and we take that aspect of campaign management seriously. You won’t be paying for bot traffic, accidental clicks, or children clicking on your ad from their favorite YouTube channel.
Display ads are more flexible and elaborate than text ads. They can feature images, video, and other graphics. We make sure your display ads are optimized for any device, so that potential customers see an appealing, responsive presentation. Display ads can be an extremely cost-effective technique for expanding your audience.
Custom Intent Audiences, in particular, provide firepower to display campaigns on Google’s display network. We load relevant keywords (based on our research) and URLs in Google Ads, and Google can reach audiences of people who have recently been searching for those terms.
You can also target audiences on the display network by age, gender, whether they’ve recently had a child or not, and other segments, and we can even place your ads on specific websites of your choosing.
GOOGLE SHOPPING ADS MANAGEMENT
Do you own a retail business of some kind? We can build product feeds for your business in Google Merchant Center, optimize those feeds for performance, and connect that account to Google Ads. The result is a high performing Google Shopping campaign that reaches new customers and increases sales. We’ve also integrated Shopify websites with Google Ads and Google Analytics, so if your store is already up and running, you campaign could be running within 1-3 days.
We limit the keywords your ads show for via negative keywords lists, and we’ve even built multiple feeds for single products to increase the reach those ads will have.
Google Shopping is one of the more complicated advertising platforms available to digital marketers, so if you have any questions for us, get in touch.
HTML stands for “Hyper Text Markup Language.” HTML5 ads feature movement, and in many cases, can nearly double your interaction rate. Our design team has years of experience building eye-catching ads, and we’d love to work with you on how to creatively represent your business.
Text ads are the most basic types of ads offered by Google. They consist of three elements: a headline, display URL, and a short description. All are limited to a few dozen characters – making research and copywriting crucial to success.
We can also add a number of features called extensions to text adds: this extensions include links to your website, a phone number, links to specific deals, and more.
You know those ads that seem to follow you around as you go from website to website? Well, they don’t just seem like they are following you around – they actually do follow you around. In the digital environment, users’ attention is constantly being drawn from one stimuli to the next. Just because a user left your site doesn’t mean that they are not willing to make a purchase. They may have just had a phone ring or decided to check Facebook. Remarketing ads follow them around and remind them of your business and its offers. You target users very specifically, for example, only targeting users who haven’t made a purchase or only those who have.
In 2015, Google unveiled a feature called ‘Customer Match,’ which enables advertisers to specifically target customers based on contact information they have already acquired. We use the Google Display Network to help advertisers target by topic, geography, demographic, and other metrics. With placement targeting, we display ads on websites of your choosing. Through contextual targeting, we display ads on sites related to the keywords your customers are looking for. In short, all we need is an export file from your CRM, and we can hit the ground running with a display campaign.
Every year smartphone and tablet usage increases; in fact, users spend more time on their mobile devices than on desktop devices! These users utilize the mobile devices differently than they utilize the desktop and the pay per click strategy needs to reflect that. There is a specific reason they are on their mobile device and it is important to align the pay per click campaign with it. We are able to use advanced Google features such as click-to-call where a user calls you directly from the ad as well as mobile specific ad formats.
SOCIAL AND WEBSITE ADVERTISING
You need to be able to reach your users where they are and increasingly, this is on social networks. Businesses need a different strategy for pay per click when they utilize these networks for advertising because the user is not actively searching for your product or service. We help you drive the business results from these networks.
We love building Facebook audiences and A/B testing different ads, images, and videos, and we’ve driven results on Facebook for law firms, auto dealerships, and more.
If you’d like to test out a Facebook cost per click (CPC) strategy, Instagram campaign, or LinkedIn lead generation campaign, you’ve come to the right place.
WHY YOU NEED A PROFESSIONAL TO RUN YOUR GOOGLE ADS PPC CAMPAIGN
Though the premise of Pay Per Click is simple to understand, in reality the competition is intense and the strategies, tactics and nuances take years to learn. Furthermore, the technology and competitive landscape change very often, so it takes a dedicated professional to keep up.
For example, even though you are bidding on a particular keyword, you may actually show for a totally different search phrase. This is because Google Ads has different “match types,” and the default match type is set to broadly interpret what your keyword means. You may bid on the keyword Santa Barbara Real Estate Agent and actually show for the phrase San Diego House Hunter TV Show.
There are many firms out there who offer PPC as a service, but it is not necessarily their specialty, so they wing it. This wastes an enormous amount of client spend as well as drives up the click fees for everyone involved. On top of that, these firms don’t even track the results! They simply say they can get you X number of clicks for X number of dollars.
Well, your business probably doesn’t pay its employees in clicks! We focus on getting you the leads and the sales from the pay per click efforts.
We manage the Google Ads campaigns for a variety of businesses and industries. No matter your industry, the age of your business, the size of your business, your CPC advertising experience level, or your advertising budget, we can help. If you are interested in learning about what Majux can do for your company with PPC Google Ads, contact us online or give us a call at (215) 309-1631 for an initial consultation.