Pay Per Click (PPC) Advertising Management
Most of the Google Search Advertising works on a Pay Per Click (abbreviated PPC) model. This means that you don’t pay for your ad to show up unless someone clicks on your ad and visits your site. Google is by far the biggest seller of Pay Per Click Advertising, so big that most people think of Google Ads and PPC as the same thing.
This can work really well for your business because everything can be measured. Unlike most advertising, Google Ads is super-measurable. When you integrate Google Ads with Analytics, you will be amazed at the things you can track!
- Track your website visitors to see which ads and keywords are generating clicks.
- See which of those keywords and ads are turning into customers.
- Figure out which keywords are costing you money without generating any leads or sales.
- See the results and figure out what a each click is worth to you – for each keyword!
- There are more ways to slice that data than you would believe.
That said, if your campaigns are not setup properly, or you aren’t keeping an active eye on them, Google Ads is an easy way to dump a whole lot of money into a really big hole. I will manage your Google Advertising for you, so that you know that you are getting the most out of your digital advertising dollar. And, I will give you monthly reporting so that you know exactly where you money is going and how it’s working for you.
Types of Google Ads
Google Ads come in 4 primary flavors, Search Ads, Display Ads, Video Ads, and Shopping Ads.
Google Search Ads
Google Search Ads are the text ads that show up as the top “sponsored results” and down the right hand side of the Google search results page.
Google Search ads can be highly effective because you can:
- target your potential customers when they are ready to buy using well targeted keywords
- track their behavior using Google Analytics to see which keywords convert visitors customers.
- view your cost per click and conversion for each keyword to see what a new customer costs you on each keyword.
- isolate the keywords that cost you money but don’t produce results, and block them!
- run split tests with different ads to compare the results of one ad over another.
If this seems like a lot of work for you to do, that’s because it is. And if you like making money more than losing it, somebody’s got to do it. If you are looking for and expert to do it. Schedule a call with us to see if we are a good fit for your needs.
Display Ad Management
Display advertising is different from search marketing because it targets audiences more than search keywords. One of the more effective ways to use display advertising is using Remarketing. Remarketing campaigns show your ads to visitors who have already been to your website. These are the ads that follow people around the internet for 30-60 days after they have visited your site. Remarketing Campaigns sometimes perform up to 10 times more effectively than traditional banner ad campaigns.
Traditional banner advertising either targets websites, topics, or groups of people, which can be effective as a branding exercise, and to reinforce traditional media campaigns, but usually doesn’t produce a great return on your advertising spend.
Another type of Display Ad targeting that can be effective is in-market Audiences. Google can use behavior such as search history to decide that it thinks someone is in the market to buy a product or service. You can then serve ads to those people.
If you are looking for a partner to help you find a Google Ads strategy that makes you money, schedule a call.
Video Ad Management
Video Ads, also known as YouTube ads, can be a great way to reinforce the messaging of your offline media campaigns. They are the most intrusive branding that you can run online. If you are doing TV advertising, video campaigns are the perfect digital support. Even though they will generate some website visitors and conversions, they usually aren’t as good as Search Ads in terms of immediate Return on Investment. But, a great video ad can do wonders.
Shopping Ad Management
If you have an Ecommerce Website with lots of products, Google Shopping may be your best friend ever. A well-run shopping campaign can have the best financial return of all. And, shopping campaigns don’t work for everyone. For an Ecommerce site, Shopping campaigns are an essential element to a successful ad strategy.
What’s the bottom line?
The main reason you are running ads online is that you want a positive return on your investment. For every dollar you spend on advertising, you should make more in profit (margin dollars) than you spent.
Effectively managing your online advertising is the only way to maximize the return on your online advertising investment.
I can help you setup your campaigns so that they run efficiently, setup your conversion tracking and analytics so that you know where your money is going and what is making you the best return on your spend. And I can keep an eye on your campaigns for you, optimizing the campaigns and running split tests so that your ads keep getting better.