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Search Engine Marketing helps companies market themselves through sponsored ads to rank higher on search engine results pages. When people look for a certain product or service on Google, it brings up millions of results - and it's rare that users will spend more than a few minutes looking for what they want. By moving your company's product or service to the top of the page, SEM will drive clients to your door.
Our 6-Step approach to Google Ads
We learn your goals, as well as what’s worked (and what hasn’t worked) in the past.
Examining your current paid search accounts helps identify areas for improvement.
Planning & Build
Our analysts use their industry knowledge and research tools to determine a starting keyword list, geotargeting, and other options.
Based on your goals and our industry insights, we develop an appropriate monthly spend.
Launch & Optimization
After activating your campaigns, we monitor them daily to ensure the best possible results.
We provide comprehensive, real-time dashboards of performance — as well as the steps we’re taking to maximize your return on investment, and identify data-backed growth opportunities.
Every business is different and will need strategies to achieve different outcomes. In order to define the appropriate strategy for your business, we will assess and analyse available information with the aim of addressing the following questions:
What are we wanting to achieve? – Depending on the nature of your business, you may be looking to increase leads (e.g. by 20%) or increase sales (e.g. by 10%), or increasing both.
What’s the current reality? – In order to assess this, we’ll take a look at the volume of visitors to your site, volume, and source of leads, sales, and revenue as well as your conversion rates.
What’s the path to get there? – We’ll recommend the best path forward and will likely include a combination of the following – increase the quality of visitors (e.g. by 5%), increase the number of visitors (e.g. by 7%), and increase website conversion rates (e.g. by 6%).
What’s my target audience searching for? – This involves conducting in-depth keyword research, defining the core messages, and establishing what your website landing pages need to communicate.
Having the right reporting framework in place for your Google Ads is vital to see what is working well and what isn’t, so we can do more of the good and fix or stop the bad. Your BI Framework from Google Ads should include:
Tracking of outcomes – The types of tracking that you should have in place include basic Google Analytics set up, inbound phone tracking, e-commerce tracking and other business outcomes. It will allow you to see how many leads your business got, how much revenue your business received and the lifetime value of each client.
Reporting – By putting this tracking in place, it will allow you to report on different aspects of your business. Our standard approach is to report on 5-7 high level numbers weekly and with monthly detailed data, analysis with recommendations. We provide the reporting structure (spreadsheets and dashboards) for you, so that all you need to do is review them.
Outcomes to your business – This is about linking all the pieces of the puzzle together to reveal insights as to what real business outcomes are being generated from your Google Ads campaigns.
Site engagement – You can’t run an effective Google Ads campaign without also assessing what is happening once visitors actually reach your website.
Visitors to your website – One of the key aims of Google Ads is the ability to drive higher volumes of traffic to your website, so we should be looking at how well your marketing and advertising campaigns do this.
Everybody says they optimise their Google Ads campaign, but that’s like saying everybody communicates. And we all know there are good communicators, poor communicators, and average communicators. The right Google Ads agency will develop with you a strict and effective optimisation process that will see real growth in results.
Our approach to optimisation – Our optimisation strategy is to manage campaigns by outcomes. It involves strict optimisations that reveal information about how your campaign is really performing. What we always tell clients is that if you are managing your campaigns by outcomes, then your Google Ads campaign should become a variable cost model to your business = i.e. the more you spend the more revenue you make.
Conversion optimisation: leads or revenue – This involves identifying which parts of the campaign are generating leads/revenue that is below our target costs and do more of them, including more similar keywords and more budget. And, which parts of the campaign are outside our cost metrics, and can we get it converting better with a more effective landing page.
Management by outcomes – Cost per lead or cost per revenue.
Budget optimisation – This involves allocating more money to better-performing keywords and components.
Site engagement optimizations – This involves identifying which keywords are producing high bounce rates and low time on site, which keywords are showing good engagement, and how do we do more of the good and less of the bad.
Search Query Analysis (SQA) – Although keyword research is conducted early on in the campaign development, it remains an important part of the optimisation process. It involves analysing weekly/monthly search query analysis to see exactly what people are typing into the search box to make your ad display. What new keywords can be added that will increase campaign performance and what negatives do we need to add to stop your ad from displaying (adding negatives every week and month is vital to a good performing campaign).
Why Google Ads?
Google has become the default advertising medium today with over 4 billion searches per day. So if you’re not maximising the search opportunities this presents, your competitors will be.
After running Google Ads campaigns for over 5 years for ourselves and our clients, we know a thing or two about what it takes to get a Google Ads campaign humming along, and what it takes to catapult your business with more revenue and rapid growth.
As a Google Partner, we have the skills and knowledge to build paid search advertising campaigns that bring a positive return on investment.
Your ads can appear on mobile or desktop the moment potential customers search for businesses like yours on Google.
Universal app campaigns
Make it easy for people to install your app or find it across Google’s most popular platforms.
Create video campaigns and connect with your audience on YouTube or across the web.
Reach people while they’re checking their email, browsing their favourite websites or using apps.
Feature your products and promotions in Google Shopping to boost sales.
Reconnect with people who’ve visited your site before by sending them messages, reminders or new offers.
Google Ads are one of the best marketing assets your business can have. It can drive qualified leads to your business and drive sales, literally overnight.