Google AdWords Management

Here at Elevate, Pay Per Click (PPC) advertising is our primary inbound marketing tool that we insist all clients try. AdWords is the one product that clients see an immediate impact from.

Imagine having enquiries direct to your inbox, CRM or phone on a daily basis! Imagine that list of inquiries growing each month as you expand your business into different products & target markets.

Using Google Adwords is a great way to speed up your customers path to purchase. Funnel them direct to a landing page or lead page and control their experience to your desired outcome. No more trawling through analytics reports to find out why they arent converting.

Reduce Your Monthly Ad Spend With Strategic PPC Marketing

Establishing a PPC campaign and managing it well has become a critical component to a business’s internet marketing strategy.

Businesses are understandably concerned that the money they’re investing in Google AdWords won’t translate into sales. They are concerned that they’re wasting valuable capital on internet marketing services that could be channelled into production. If financial constraints or wastage are a concern then PPC is the perfect solution because payments are flexible and each stage of the campaign can be meticulously measured and analysed.

You can track the success of your campaign by determining which keywords and ad sets are performing best and which are missing the mark. Keywords that are underperforming can be removed and replaced to achieve the best possible results so you won’t be wasting money but rather investing in finding the campaign that will bring you the best return on investment (ROI).

Equally, PPC advertising means you only pay for the ads that have been clicked on meaning there are potentially thousands who have viewed your ad whom you don’t have to pay for. Although these viewers may not be interested in your product or service and may not immediately become a customer, they have had the opportunity to view your business.

The combination of well-researched, specific keywords and a suitable budget can provide a business with an edge over their competitors as they’re able to access their customers quickly, directly and effectively.

Tailored messaging and accurate keywords are the base of any great campaign. We work with your business to build a campaign that will make the best use of your budget.

Using keywords and browsing habits allow you to capture consumer attention. Customers searching for your products and services become leads.

Making cost effective campaigns keeps your senior stakeholders happy.

Google Adwords Management to Create Immediate Results

If a Google AdWords campaign is executed well, a business will able to place their product or service directly in front of people who want that product or service. That isn’t achieved by accident and is the product of vast amounts of research and analysis.

Digital marketing agencies, such as Elevate, need to dive deep into research before a campaign is launched. We conduct research into the business’s target audience, keywords and demographics. This research is the foundation that’s needed to build a successful AdWords campaign. If the research isn’t done properly then you may be placing an ad in front of the wrong people or placing an average ad in front of the right people. Two scenarios that aren’t going to deliver exciting results.

When creating a Google AdWords campaign, there are a few components that need to come together: the keywords, the ad copy and the landing page.

Each keyword you choose will have a different conversion rate and a different ROI, which is why we analyse campaigns and remove keywords that are failing to perform. Generally more specific keywords are more beneficial than general or generic keywords. For example “gym” is a very general and generic keyword whereas “gym in Manly” is more specific and more likely to perform.

When you place an ad in front of your target audience you want the entire message to be perfect.  You don’t just need the image to be perfect, you need the wording to be perfect too. If you pass an ad on the street and the initial image you see is blurred or unattractive, you’re not going to bother reading the copy. It’s similar in the online world of PPC. You need your message to be packaged as well as possible. Your keywords need to be complemented with relevant and enticing ad copy. In order to achieve the best ad for a business, testing the ad copy is an important step. This helps to determine which ad receives the best ROI and should be continued.

You cannot rely on your keywords and ad copy to seal the deal. Viewers need to land somewhere once they’ve decided they’re interested and click. When a potential customer clicks on the ad they should be met with a landing page that is specifically related to the ad they have just clicked on. A landing page that contains the keywords and some of the ad copy aswell. This landing page should also feature a Call to Action (a CTA) such as “buy now” or “subscribe today”. Having a landing page also assists the tracking process.

Targeted Campaigns to Dominate Your Competition

Unfortunately, your competitors are also using Google AdWords and they want to have the edge over you. They may be investing in PPC campaigns and they are probably bidding for the same keywords as you.

We are exposed to advertising every day. It’s everywhere we look, on our televisions, our phones, our billboards. Customers need to have a reason to choose you over a competitor. They need to be able to determine your worth very quickly or they’ll move on without a second thought. Putting the ad infront of a potential customer isn’t enough. The ad needs to be constructed well enough to maintain interest and spark a desire to click. The ad needs to be useful to them.

This is where ad copy and geography is particularly important. You need the wording to be specific and relevant to what the potential customer needs and where the customer is. The researching process at the start of the campaign is key to establishing this and understanding what the customers within the target audience are going to respond well to and what they have responded well to in the past. For example, you’re advertising your cafe in Sydney’s CBD. You wouldn’t want to place that ad in front of someone who doesn’t work in the city and lives outside of a specific radius. You would want to place that ad in front of someone who is, or is often, in the geographic area.

Dial Up The Performance of Your Business

The success of your campaign doesn’t end when the campaign is launched. In fact, that’s where the process really begins. The campaign shouldn’t be left to its own devices. It’s essential to be regularly analysing the data and determining which keyword/ad copy combinations are performing the best. Even experimenting with and testing landing pages is useful to determine which ad is the best.

Through regular management, agencies such as Elevate can track pretty much everything and make changes to make sure the most successful ads continue running and the least successful ads are discontinued and replaced with different keywords and ad copy combinations. In a Google AdWords campaign almost every aspect can be tracked including, and not limiting, clicks, impressions, click through rate, conversions and return on investment. This offers unprecedented benefits as in the former marketing world, tracking your ads so quickly and precisely was impossible. You couldn’t definitively determine how many people you had reached or how many of those people became customers. Google AdWords provides your business with insight that was never possible before.

AdWords FAQs

What is Pay Per Click (PPC)?
PPC stands for Pay-Per-Click. It essentially means that you only pay for that ad when a potential customer clicks on your ad.
What is Google AdWords?
Google AdWords is a PPC program run by Google. Google AdWords allows businesses to establish a budget and only pay for the ad when a potential customer clicks on the ad.
When will I start to see results?
Every campaign is different and there are variables that will determine the speed of a campaign’s success (e.g. keyword and ad copy relevance). However, you should be seeing results within the first couple of weeks.
How much does it cost?
One of the perks of Google AdWords is that your budget is flexible. You can funnel a little money into it or a lot of money into it; you set your own budget. If you want to increase your investment in Google AdWords as your campaign gets underway, you can.
Can I manage an AdWords campaign by myself?
You can, but we do not recommend it for a few reasons. Agencies such as Elevate have teams of people who work on AdWords campaigns to shape them from something that might work into something that produces great results. Picking the right keyword and drafting ad copy isn’t as simple as it may sound and there is plenty of research that is conducted behind the scenes to pick the right words and the right combinations. We also track the performance of the ads to determine what is working and what isn’t. Through analysing the data, we can shape and change the campaign to ensure you’re getting the most for your money.
Do I need to regularly manage the AdWords campaign?
The short answer is, yes. We keep a close eye on AdWords campaigns to determine which ads are performing and which are failing to hit the mark. New ad copy and keywords will replace those that performed badly and that is an ongoing process.
Should I Use AdWords express or AdWords?
AdWords works well for some and AdWords Express works well for others. Instead of providing you with a concrete answer we can explain the benefits and downfalls of each.
Both AdWords Express and AdWords: pay only for clicks, show ads on other related websites, cater for mobile ads and target ads geographically. AdWords does not have automated management. AdWords express does not have other advanced format options available (such as video).
AdWords Express is marketed as ideal for people who don’t have much time to look after their online advertising. Google manages is. AdWords alternatively provides you with complete control over your ad campaigns. You have additional access to features and settings that aren’t available for AdWords Express users.
Essentially with Google AdWords you have control over your campaign and can devise keywords and ad copy yourself. AdWords Express gives Google that responsibility and minimises your input.