PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their adverts is clicked.

Importance of PPC in digital marketing

In a world where everyone is online, it becomes increasingly mandatory to appear at the top of search results. The right PPC campaigns not only increase visibility but also attract a qualified audience and help drive sales.

PPC measurement and its significance

Measuring PPC is crucial to avoid wasting marketing budgets. Marketers can track outcomes and measure the performance of a campaign by observing specific metrics. These insights help to comprehend how a strategy is working, where it may need improvement, or if a complete rethink is required to achieve desired results. This ensures that resources are used efficiently, leading to a positive Return Investment (ROI).

Key PPC performance indicators (KPIs)

PPC Key Performance Indicators (KPIs) are measurable values that demonstrate whether a specific campaign is achieving its objectives. By measuring these KPIs, different aspects of the campaign can be understood, enabling businesses to make the necessary adjustments for better outcomes.

Key PPC campaign performance indicators

• Conversion Rate: The conversion rate is the percentage of users who complete a desired action after clicking on an ad. A higher conversion rate indicates that the campaign is effectively targeting and engaging its audience.
• Cost per Conversion: This metric indicates how much the company has to pay to obtain a single conversion. The lower the cost per conversion, the better, as it directly impacts ROI and contributes to the profitability of the campaign if maintained.
• Impression Share: This metric shows how often your ad is shown compared to all available impressions. A greater impression share indicates more visibility and reach, which is a significant indicator of campaign success.
• Click-Through Rate (CTR): CTR is a simple way to measure the early success of new ad campaigns, especially if conversion data is unavailable. What constitutes a good CTR varies across industries, ad types, and landing pages on the platform.

Industry-specific CTR benchmarks

• Google Search Ads: A good CTR on Google search ads typically ranges from 2-5%. Search ads have the highest CTR because they appear when a user is actively searching for something, so searcher intent is at its peak.
• Display Ads: Google Display Network ads usually have lower CTRs due to the passive way people consume display advertising. A CTR of 0.5-1% is considered good, while anything above 1% indicates strong campaign performance.
• Social Media Ads: On platforms like Facebook, Instagram, or LinkedIn, an average CTR ranges from 0.9-1.5%, though this can vary based on ad creative quality, audience targeting, and industry segment.

CTR influencing factors

1. Ad Relevance: The closer an ad aligns with a searcher’s intent or interests, the higher the CTR is likely to be.
2. Ad Quality: High-quality ad copy, clear CTAs, and appealing graphics increase CTR.
3. Targeting: Improved targeting (demographic, geographic, and behavioural) helps direct your ad to users who have shown an interest in what you are selling, thus improving CTR.

While meeting these benchmarks is a positive step, what truly matters is how your CTR compares with your own goals and industry benchmark averages. Continuous testing and optimisation for higher CTRs are essential for success.

Google Ads & Analytics

Google Ads and Google Analytics are crucial tools that work hand in hand to effectively track and optimise PPC campaigns.

Google Ads: One of the most powerful features of this platform is the ability to track campaign progress in real time. With conversion tracking enabled, businesses can measure metrics such as CTR, cost per click (CPC), and conversion rate. Selecting the right keywords in Google Ads helps optimise ad delivery by identifying high-performing search queries.

Google Analytics: This tool deepens your understanding of user behaviour and the path to purchase. It allows marketers to track user behaviour post-ad click, analyse bounce rates, and see which pages lead to conversions. Google Analytics also provides benchmarks against industry averages, helping measure how a website performs relative to its competition and whether strategic changes are needed.

Google Ads Introduction

An introduction to Google Ads and what it can do for your business

Several key metrics when evaluating PPC strategies

Impressions Share: The impressions share metric shows how often your ad was shown out of the total possible number of times. A high number indicates good visibility, which is vital for brand recognition and click-throughs.

Search Impression Share: This KPI studies the competitive landscape of your campaign and how frequently your ads appear in search results compared to competitors. A high search impression share indicates a healthy market position.

Organic Traffic: Though usually an SEO metric, organic traffic also provides insight into whether your PPC campaigns are working. Higher visibility from PPC often leads to more organic searches and traffic.

Campaign goal metrics

Conversion Rates: Measuring how many leads directly result in positive actions from users helps to understand if your funnel is effective.

User Action Completion Rate: This measures the proportion of users who complete significant actions (e.g., filling out a form, making a purchase) and provides information on how effectively your ads result in meaningful engagement.

Ongoing tracking for PPC success

You need to keep track of your PPC performance on an ongoing basis for long-term success.

• Tracking Over Time: Regularly tracking metrics over defined periods allows marketers to spot trends and assess the effects of course changes.
• Establishing Time Frames: Knowing the ideal time frames for analysis, such as weekly, monthly, or quarterly, helps determine seasonality trends, market shifts, and campaign growth.
• Historical Data: Using past performance data enables marketers to make more focused decisions and predict upcoming trends, allowing them to act proactively.

Aligning metrics with strategy

For your PPC performance report to make sense, the metrics you use must be closely related to the strategic marketing goals set for the specific campaign.

• Strategy Consistency: By incorporating PPC metrics with broader marketing objectives, businesses can ensure their ads drive growth and brand development.
• Budget Optimisation: Analysing PPC metrics helps refine marketing budgets by identifying high-ROI activities and eliminating underperforming elements for efficient resource allocation.

Gaining insights

Using PPC metrics can provide deep insights into customer behaviour, which are valuable for driving growth and maintaining a competitive edge.

Conclusion

PPC performance determines a marketer’s ability to keep up with digital marketing trends. Learning about these KPIs and monitoring them enables marketers to improve their campaigns, leading to better visibility and converting traffic. Analysing these metrics is crucial for making informed decisions to enhance marketing strategies, driving business growth. As a marketer, your priority should be on data input to foster continuous improvement and innovation, keeping ahead in the competitive digital world.

FAQs

How is PPC effectiveness measured?
PPC effectiveness is measured by analysing key performance indicators (KPIs) such as conversion rate, cost per conversion, impression share, and click-through rate (CTR). These metrics provide insights into how well a campaign is performing and where improvements can be made.

What KPIs do you use to measure the effectiveness of the campaigns?
The key KPIs used to measure campaign effectiveness include conversion rate, cost per conversion, impression share, search impression share, and CTR. Each of these metrics provides valuable information on different aspects of the campaign’s success.

How do you analyse PPC performance?
PPC performance is analysed by tracking and assessing key metrics over time, comparing them against industry benchmarks, and aligning them with the campaign’s strategic goals. Regular analysis helps in identifying trends, making necessary adjustments, and optimising the campaign for better results.

What is a good CTR to aim for?
A good CTR varies depending on the platform and industry. For Google Search Ads, a CTR of 2-5% is typically considered good, while for Display Ads, a CTR of 0.5-1% is standard. On social media platforms like Facebook and Instagram, a CTR of around 0.9-1.5% is average. However, it’s essential to compare your CTR against industry benchmarks and your own goals to determine what is good for your specific campaign.

The post Measuring PPC Effectiveness: Critical KPIs and Targets Explained appeared first on UK Digital Marketing Blog.

A cookie notice is a banner or pop-up displayed to website visitors to notify them that cookies are employed on the site.

Cookies are text files placed on users’ devices that collect, monitor, and store information on their online activities. In the context of ever-growing privacy and personal data protection concerns, cookie notices have become an integral part of a well-functioning website.

They facilitate adherence to privacy laws and increase user trust by ensuring transparency is maintained in terms of the data collection process.

In the following blog post, the need for cookie notices, the relevant legislation, and the recommended cookie notice best practices will be addressed.

What are website cookies?

Cookies have various uses, including session management, personalisation, and user activity tracking.

Different types of cookies include:

• 1st party cookies
• 3rd party cookies

These are split into 2 types of expiry:

• Session cookies (expire upon the user closing a browser)
• Persistent cookies (similar to session cookies but store data for extended periods)

When a site uses cookies they generally fall into 2 categories and a visitor can often agree to accept the ones needed for the site to function properly:

• Essential cookies: Necessary for website functionality, such as authentication cookies for user sessions.
• Non-essential cookies: Include analytics cookies for tracking performance and advertising cookies for personalised marketing.

Some examples might include:

• Authentication cookies: Maintain user sessions and preferences.
• Analytics cookies: Track website performance and user interactions.
• Advertising cookies: Deliver personalised ads based on user behaviour.

While cookies are necessary for most website functions to work, they raise privacy issues by tracking a user’s online behaviour. Websites are legally required to inform users when using cookies and obtain their consent. For instance, the GDPR requires a user’s explicit consent before using cookies for non-essential functionalities.

To comply with the law and enhance user experience, websites must visibly display easily accessible pop-up notifications.

The importance of cookie notices & user experience

Additionally, the cookie notice actually improves user experience by promoting user control and transparency. A notice builds trust as it keeps users informed regarding their data collection practices. Remarkably presenting visitors with cookie options can improve the user experience. The balance between user experience and compliance is crucial to the effectiveness of the notice. For example, cookie banners may slow the browsing experience when they are poorly optimised.

Cookie notice design and implementation

An effective cookie notice should be visible and unobtrusive. The following should be considered:

• Its visibility/page placement (ideally, it should be fixed on the top or bottom where it can be easily seen)
• Message content
• Consent time period (should it be shown on every visit or can user consent last x amount of days instead?)
• Valid consent Obtain explicit consent for non-essential cookies, and allow users to change their preferences easily.

Obtaining user consent for cookies

Consent requirements for cookies vary by jurisdiction. In the EU, GDPR requires explicit opt-in consent. Key practices for obtaining consent include:

• Explicit vs. implied consent
• Opt-in vs. opt-out options

Effective communication of cookie usage through notification banners and pop-ups, written in plain language and tailored to the user’s language preferences, ensures users can make informed decisions about their consent.

Ensuring ongoing compliance with cookie regulations

To remain compliant, one needs to periodically cooperate with data protection authorities and track privacy regulations.

First, one should hold regular audits to discover any violations and list the cookies you currently use.

Second, you should constantly update the cookie policy every time the legislation changes or add details of any new cookies you use on the site.

Finally, address any violations as soon as possible to avoid fines and remain compliant.

Conclusion

Cookie notices are essential for legal compliance and building user trust. By understanding the types of cookies, consent requirements, and best practices for designing and implementing cookie notices, websites can ensure they meet regulatory standards while providing a positive user experience.

Key takeaways include maintaining transparency, providing granular control over cookie preferences, and regularly updating cookie policies to stay compliant with privacy laws.

Frequently Asked Questions (FAQ) – Cookie Consent

Does my website need a cookie policy in the UK?

Yes, your website needs a cookie policy in the UK. According to the UK’s Privacy and Electronic Communications Regulations (PECR) and the General Data Protection Regulation (GDPR), any website that uses cookies must inform users about their use and obtain consent before placing cookies on the user’s device. A cookie policy is a document that details what cookies your site uses, their purpose, and how users can control them.

Are cookies necessary for a website to work?

Whether cookies are necessary depends on the functionality you want your website to have. Cookies are not inherently necessary for all websites, but they can be essential for certain functionalities, such as:

1. Session management: Keeping users logged in as they navigate through your site.
2. Personalisation: Remembering user preferences and settings.
3. Analytics: Tracking user behaviour to improve the website’s performance and user experience.
4. Advertising: Displaying targeted ads based on user activity.

For basic informational websites, cookies may not be necessary. However, for websites requiring user interaction, customization, or tracking, cookies often play a crucial role.

Does GDPR require you to use cookie consent?

Yes, GDPR requires cookie consent. Under GDPR, any non-essential cookies (those that are not strictly necessary for the operation of the website) require the user’s explicit consent.

This means users must be informed about the cookies in a clear and comprehensive manner and must actively agree to their use. This is usually done through a cookie consent banner or pop-up that appears when a user first visits the site.

TL;DR

• Cookie notices are banners or pop-ups that inform website visitors about the use of cookies on the site
• Cookies are text files that collect and store information on a user’s online activities
• Cookie notices help websites comply with privacy laws and increase user trust by being transparent about data collection
• Different types of cookies include 1st party, 3rd party, session, persistent, essential, non-essential, authentication, analytics, and advertising cookies
• Cookies are often necessary for proper website functionality but can raise privacy concerns
• Websites must inform users and obtain their consent before using cookies for non-essential functions
• GDPR requires explicit consent for non-essential cookies
• Cookie notices should be easily accessible pop-ups to comply with the law and enhance user experience

Are you worried about websites using cookies after you’ve left their site?
https://darwenonline.co.uk/web/worried-about-websites-tracking-you/

The post What are cookies and does your website need a cookie notice? appeared first on UK Digital Marketing Blog.

Retargeting is an effective digital marketing strategy that enables businesses to reconnect with potential customers who have previously engaged with their website through Google Ads, Facebook, Bing etc.

How do you set up an ad retargeting campaign?

Setting up a retargeting campaign involves the implementation of tracking pixels, the division of your visitors into custom audience segments, and the creation of persuasive advertising materials for your remarketing campaign. Pixel-based retargeting is a method that allows for the re-display of your content to any anonymous website visitor based on their previous interactions with your site.

How retargeting campaigns work

Retargeting campaigns work by tracking user behaviour through cookies or pixels. When a user visits a website and takes specific actions, such as viewing a product or abandoning a cart, a cookie is placed on their browser.

This cookie allows targeted advertising based on users’ browsing history, showing them personalised content on other websites (social media platforms etc). Retargeting campaigns help by keeping your website in the users’ minds and motivating them to return and complete their conversion.

What’s the difference between remarketing and retargeting?

Although often used interchangeably, there are subtle distinctions between each of the 2 types of retargeting.

Remarketing involves contacting customers through email after they have engaged with your website and provided you with their email address. In contrast, retargeting is the practice of showing advertisements to individuals on different platforms, taking into account their past online activities.

Both strategies aim to re-engage your previous visitors on your retargeting list, with retargeting encompassing a broader digital scope beyond just email communication.

Why is retargeting so effective?

Retargeting is a highly effective marketing strategy because it can take advantage of familiarity and strengthen brand recognition.

Displaying ads to users who have previously shown interest in your products or services helps to create a seamless online experience for them. This familiarity can often result in increased trust and a greater chance of conversion.

Retargeting is an effective tool for maintaining connections with potential customers during their online journey.

Benefits of retargeting

There are many benefits to retargeting.

Primarily, it can help boost conversion rates by re-engaging users who are already acquainted with your brand. In addition, retargeting helps to build brand loyalty by ensuring that your business remains top of mind for customers even if they don’t initially convert after seeing your advert.

This advertising strategy can save money by targeting advertising towards users who have shown an interest already.

Challenges of retargeting

Implementing retargeting campaigns can be challenging and time-consuming and if your website has low traffic, it will result in a limited number of people in your new campaign.

How is retargeting commonly used?

Retargeting is a strategy used in multiple industries for its versatility.

In e-commerce, it is used to retarget visitors who left items in their shopping carts. B2B businesses utilise it for lead nurturing, while content-driven websites employ it to foster increased engagement. It can be used for text or display ads on most advertising platforms.

Retargeting ad goals

It is important to establish specific goals for your retargeting ads in order to evaluate their effectiveness.

To achieve your business goals, make sure your retargeting strategy is aligned with your overall objectives, such as driving sales, increasing website traffic, or promoting specific products. This ensures that every campaign serves a specific purpose and directly contributes to the growth of your business.

Ultimately you will aim to convert previous site visitors into prospective customers by advertising a relevant product based on their browsing history.

The post Retargeting Ads – What are they & how do they work? appeared first on UK Digital Marketing Blog.

The post Unlocking Success: A Guide to Creating Your Google Ads Account appeared first on UK Digital Marketing Blog.

What is click-through rate (CTR)?

Click-through rate (CTR) is an important metric in digital marketing, as it measures the percentage of individuals who click on an advertisement after viewing it.

The click-through rate is determined by dividing the number of clicks by the number of impressions, and it serves as an important metric for evaluating the effectiveness of your online campaigns with your audience.

The importance of click through rates

A high CTR indicates that the ad is compelling and relevant to the audience, driving more potential customers to the website. It is a reliable indicator of engagement and can have a significant impact on the overall success of your campaign. You will often experience better conversion rates with a higher CTR.

What is considered a good CTR?

The benchmark for a good click-through rate (CTR) differs depending on the industry and advertising platform. Typically, a CTR above 2% is considered acceptable, but it’s important to compare against the industry average and your specific advertising objectives for a more precise evaluation of your digital marketing efforts.

How CTR impacts Ad Rank

CTR plays a pivotal role in determining your Ad Rank (quality scores) on search engines. A higher CTR signals to platforms that your ad is valuable and resonates with users, leading to higher quality scores. This, in turn, can lower your cost per click and improve your ad’s visibility.

Benefits of a high CTR

1. Cost efficiency: A high CTR often leads to lower costs per click, maximising your advertising budget.
2. Improved ad placement: Platforms reward high-performing ads with better placement, increasing visibility.
3. Audience insights: CTR offers valuable insights into audience preferences, helping refine targeting strategies.
4. Enhanced brand trust: A high CTR suggests your audience finds your content trustworthy and compelling.
5. Competitive edge: Outperforming competitors in CTR can establish your brand as a leader in your industry.

How do you calculate a click through rate?

Calculating the CTR of your online advertising campaigns is straightforward.

Divide the number of clicks your ad receives by the number of impressions (ad views), then multiply by 100 to get the percentage.

What is the relationship between CTR, CPC, and CPM?

CTR, Cost Per Click (CPC), and Cost Per Mille (CPM) are interconnected metrics in digital marketing campaigns. A higher CTR often leads to a lower CPC as platforms reward relevant and engaging ads.

CPM, representing the cost per thousand impressions, is influenced by CTR, with a higher CTR generally leading to more cost-effective ad placements

The post Benefits of a high click through rate (CTR) appeared first on UK Digital Marketing Blog.

With Google Ads, you can create targeted ads that reach customers who are actively searching for products and services like yours. With its powerful targeting capabilities, you can reach potential customers who are more likely to be interested in what you have to offer. This guide will provide an introduction to Google Ads and what it can do for your business.

What Is Google Ads?

Google Ads, formerly known as Google AdWords, is an online advertising platform operated by Google. It offers businesses of all sizes the opportunity to advertise their products or services on Google’s search engine result pages (SERPs) and across its network of partner websites. Google Ads can be an effective way to reach potential customers and generate more leads and sales. It allows you to target specific audiences based on demographic information, such as age, location, gender, and interests. You can also set a budget that is comfortable for your business.

Benefits of using Google Ads

• Reach a very targeted audience – show up when people search for what you offer
• Ability to set a budget and track ROI
• Ability to adjust campaigns quickly
• Target a specific location, language, and device at specific times/days!
• Ability to measure success with analytics tools providing you with valuable insights.

Crafting the perfect ads to achieve your advertising goal

By crafting effective ads, businesses can get their message across to a greater number of potential customers.

The process of creating successful Google Ads begins with understanding your target audience. You will need to identify who your target audience is, what they are looking for, and where your ads should be placed to be seen by them.

By understanding the customer journey you can adapt the ads to improve your conversion rates as much as possible to increase online sales or reach your other business objectives.

Setting up your budget and bidding

When setting up your budget, you should decide how much you’re willing to spend each month. You can enter a monthly budget amount, or you can set a daily limit for your ads. This amount will determine how often and where your ads are displayed.

Optimising your advertising campaigns for maximum efficiency

You can maximise your return on investment by ensuring that your ads reach the right people at the right time by delivering the right message in your ad text.

How Google Ads can help you grow your business

When people search for terms related to your business, you’ll be able to show them an ad with a link back to your website, product page, or more. Doing so can help you grow your business by bringing in potential customers who might be interested in your offerings.

The 5 types of Google Ads

A Search Network campaign will make your ad visible not only on Google Search and Maps, but also on hundreds of other Google search partners including YouTube and Google Shopping. Your ad will be displayed when users search for specific terms related to your keyword on any of these sites.

A Display Network campaign allows you to target people who use Google products like Gmail and YouTube with visible ads regardless of whether they are specifically searching for a certain keyword or not.

With Google Shopping, your web store’s product data is used instead of a user’s keywords to determine how and where to feature your advertisement and your products will feature in a product carousel at the top of search results.

Video Campaign. Your business can be advertised via a video advertisement that will appear on YouTube and other platforms of the Google Display Network using a Video campaign.

With an App campaign, your ad can be seen on Google Search, YouTube, Google Play, the Google Display Network, and other sites that feature app ads.

How much does Google Ads cost?

Google Ads pricing is simple. You pay when people click on your ad, so the price depends on how much you’re willing to spend for each click.

This is known as the Price Per Click (PPC) and varies from keyword to keyword depending n demand and the price competitors bid for the same keyword. The price per click can be as little as a few pence or as much as a few pounds!

In addition to the actual cost of the ads you will pay a management fee of around 10%-15% per month plus the cost of the initial set-up of around £275 (depending on complexity/requirements). As a guide you should look at spending about £250 (in ad spend) as a minimum per month if you’re running a managed campaign. This will give you the best opportunity to see a positive return on your investment.

Google Ads terms to know

Bidding Type

Google Ads uses a bidding system in which advertisers select the maximum amount they are willing to pay per click on their ads. A higher bid will result in a better placement. You can choose from CPC, CPM, or CPE when bidding.

• With CPC, you pay a certain amount each time someone clicks on your ad.
• CPM stands for cost per mille, and is the cost of displaying an ad to one thousand people.
• With cost per engagement (CPE) advertising, you pay when someone takes a specific action with your ad.

Impression (Impr)

Anytime your ad is seen, it counts as an impression, even if the person doesn’t click on it. If your ad appears in a lower SERP position your ad won’t be shown unless the searcher scrolls down to view it, resulting in no impression being made. Views of your advertisement are usually free unless you decided to pay for impressions rather than clicks. The same person can also give you multiple impressions.

In any PPC scenario, impressions can provide insight. For instance, if you’ve got a lot of impressions but few clicks or conversions, this indicates that people are likely not engaging with your ads and you may need to improve ad copy, targeting, or other aspects.

To increase impressions, you can try the following:

• Increase your budget
• Use broad match keywords
• Broaden your targeting

Campaign Type

Prior to launching a Google Ads campaign, you’ll have a choice between seven available options: search, display ads (image or text), video, shopping, app, smart, or performance max.

Click-Through Rate (CTR)

The click-through rate (CTR) measures how often users click on your advertisement in relation to the number of times it was displayed. A good CTR suggests that the ad is relevant and targeted to the right keywords, reflecting users’ search intentions.

PPC

PPC advertising involves paying for each click on an ad. Pay-per-click (PPC) advertising is offered through Google Ads, though it is popular on other platforms too. Knowing the fundamentals of PPC is essential before launching a Google Ads campaign.

Display Network

Google Ads can appear on Google search results or on websites part of the Display Network. Google Display Network enables websites to show text and image-based ads related to the target keywords of the website.

Extensions

Ad Extensions give you the opportunity to add additional info to your ads without any extra cost. There are five types of extensions: Sitelink, Call, Location, Offer and App.

Keywords

Google provides relevant results based on a user’s query in its search field – AKA keywords. Choosing keywords for your ad will determine what searches will show your advertisement.

• Broad Match Keyword

By using a broad keyword match, your ads can appear in search results related to the meaning of your keywords, even if it doesn’t include the exact words used.

• Phrase Match Keyword

This is similar to broad match but the search term MUST include your specified keyword somewhere within the search.

• Exact Match Keyword

Search terms that exactly match the entered query and contain all of the keywords. For an exact match, your advertisement will only appear for searches that use the exact phrase you placed as a keyword. Unlike with broad match, your ad won’t show for other related queries. This includes singular and plural forms, spelling mistakes, abbreviations and symbols.

• Negative keywords

These are words that you don’t want your website to show up for in search engine results. Google won’t be including your bids for these keywords. Generally, these are somewhat related to your desired keywords but are not 100% relevant to what you offer or want to rank for.

AdRank

AdRank is a key component in the Google AdWords auction, which is used to determine the highest bidding ad that is displayed in the search results page for any particular search query.

Quality Score (QS)

Your Quality Score is a metric that evaluates your ad’s performance using CTR, keyword relevance, the quality of your landing page and historical SERP data. Quality Score affects your AdRank and ultimately your ad position!

Setting up:

AdRank and Quality Score

AdRank, which determines the placement of your ads, is determined by two factors: Quality Score and bid amount.

Don’t forget, Google determines your Quality Score based on the quality and relevance of your ad, which is measured by your click-through rate (CTR). Your click-through rate is based on how closely your advertisement meets the user’s needs, which can be determined by a couple of things primarily:

How relevant your keywords are and whether your ad content and call to action meet the searcher’s expectations from their search query,

When getting started with Google Ads (formerly Google Adwords), your Quality Score should be your primary focus before increasing bid amounts. By increasing your Quality Score, your acquisition costs decrease and you’ll achieve a higher placement – often outranking those with a higher maximum bid price!

Location

In the initial stage of creating a Google Ad, you’ll choose the region you want your advertisement to be displayed. If you are running a physical store, your reach should be within a reasonable distance of the premises. If you sell physical products online, your targets should be located in the areas you ship to. Offering a product or service with a global reach opens up limitless locations to target.

Keywords

Try to make sure that your keywords reflect what people are looking for. Google pairs your advertisement with user queries based on the chosen keywords.

Ad Text

The words you use in your advertisement could determine if people choose to click on your ad or the ad of a competitor. For successful results, make sure the ad copy is relevant to the user query, includes the target keywords, and offers an effective solution to solve the user issue.

Ultimately, you want your advert to be seen by and clicked on by your ideal customer and through careful conversion tracking you can adapt your bidding strategy over time. Eventually, when you’re confident your campaign goals are being met you can slowly increase your daily budget.

By consulting the available reports to monitor activity on the account you can review relevant keywords used by your most valuable customers to compose a list of keywords (including long-tail keywords) to use in future digital marketing campaigns and check your position for organic search results and other forms of advertising.

** Also see if you’re displayed on Google Maps to your potential audience so relevant customers can find you to drive website visits and increase customer calls **

Google Ads Tips

1. Have a clear goal and track your conversions.
2. Use the right keywords.
3. Use negative keywords to improve advertising efficiency.
4. Measure and improve upon your strategy.
5. As an additional step link it with your Google Analytics account for more insights on the generated traffic and conversions.

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