Google Advertising
"Google processes up to 10 billion search queries per day..."
Every year gets more and more competitive on Google with the World turning more and more digital.
As you already know, there are a number of different things you can do to try to get your website seen organically (for free), but sometimes it’s just not possible.
No matter how well your website is SEO optimised, if it’s new and you’re up there competing against companies who have been running for 5 years with a constant stream of relevant high quality content, the chances are you’re not going to find it easy climbing to the top of the search engine results pages.
That’s where Google Advertising comes in, often referred to as PPC (Pay per click) or Paid Search Advertising. We prefer to use the term Google Advertising because we aren’t necessarily only paying per click or focusing on search advertising.
Google Advertising includes many different types of available strategies which I have explained below, and with Google owning 71% of Search Market Share, it just makes sense for you to jump on that bandwagon and get some results for yourself!
When we work together, all of the following services are included in the price we agree:
- Full google set up (where needed) and linking including:
- Google Analytics
- Google Search Console
- Google Tag Manager
- Google Ads
- Competitor research
- We need to be aware of what keywords your competition are bidding for so that we can decide if it is wiser for us to go directly up against them or to find a gap in the market where we could reach the same people at a lower cost – this lowers cost and competition for you.
- Market research
- We aren’t going to try to sell your product until we know exactly what we need to know – where do your target audience look to purchase your product or service? How many times on average do they search before converting? What is the industry average cost per acquisition? How many thousand people search for your service on average per month? This information is gold and allows us to plan your strategy to a ‘T’.
- Keyword research
- Keywords are a key part of Search Advertising. It is our job to find out what your target audience are searching for and what we need to pay to reach top 3 of the SERP (Search Engine Results Page). Keywords and search terms are one of the biggest parts of Google Advertising as it determines on the buyers intent and ensures that we pay low prices for customers higher up in the sales funnel, and we bid higher for those closer to conversion. It is our job to check changes periodically and allow the minimum number of irrelevant search terms to show our ads and cause a low click-through-rate, wasted clicks and/or a low quality score – Google will punish you!
- Once our research is complete, full set up and maintenance of multiple:
- Campaigns – We would normally have one per business goal
- Ad-sets – We would normally have approximately 4 within each campaign based on 4 sets of grouped keywords for testing and highly relevant copy in the Ads
- Ads – We would normally have approximately 4 ads per Ad-set – this is for testing various headlines, descriptions, call-to-actions and moreI will provide Ad Copy which is written using the language of your target audience
- Landing page creation
- Please note that we work with WordPress CRM, and if you use a template-built website such as Shopify, or provided by a niche website provider e.g. car website then we may not be able to do this for you
- Campaign types:
- Search campaigns – this is where we target people actively searching for a certain product or service
- Display campaigns – these can be used to reach an extremely wide audience to raise brand awareness, or for remarketing campaigns to remind previous website visitors who didn’t convert (purchase your product or service) and potentially offer a special offer to reel them in get them to convert
- Shopping campaigns – e-Commerce only – these allow your products to show as separate search results at the top of Google and allow purchase directly from Google
- Dynamic campaigns
- These can be search or display, and show personalised ads to your users. These are usually highly successful campaigns
- Local campaigns – Depending on your business, we can use local SEO to your advantage and pull people in who are physically near your premises at specific times of the day
- Worldwide – on the other hand, we are not restricted to any destination; whether you want to reach people in a 50 mile radius of London, or people in a small town in France, there are no limitations. You can also restrict who sees your ads by where they are originally from and what language they speak
- Video campaigns – video marketing is constantly increasing in volume and revenue, with more and more people now digital. Digital marketing has just recently actual taken over traditional marketing (e.g. TV adverts) so this trend is only going to continue to grow. With video marketing, you can choose to place your videos on specific websites, youtube videos and much much more
- Daily, weekly and monthly monitoring and adjustments
- Any additional tracking needed including the installation of the code onto your website no extra developer costs needed
- Full monthly reports in plain English, outlining:
- Overview of the month
- Changes made
- Results
- Recommendations for following month
The previous tab may not be of too much interest to you, you just want the job done, right? Here is how it affects YOU and your business:
- Make your brand recognised and gain trust from more people. Trust results in sales!
- Learn about your audience:
- Who are they, what age or gender, where do they like to browse, what phone do they have? Do you normally shop on their phone or laptop?
- Learn more about your competition;
- What are they competing for?
- Do we want to go directly against them or how can we offer something more unique and conquer that way?
- What’s working for them, what isn’t?
- What can we do better?
- Leads and sales without having to move from your chair!
- Full control over who you want to reach:
- People searching for something online
- Those browsing possibly completely unaware that they need your services yet
- People watching how-to videos on YouTube.
- Full control over who will see your ads:
- Ages
- Locations
- Devices
- Interests
- Shopping behaviours
- What websites they browse
- You can choose what you want to pay each time someone clicks on your advert
- You can choose the maximum you are willing to pay per lead or sale
- You can choose the outcome of our campaigns how do you want it to help you?
- Do you want more people to know about your brand?
- Do you want more website visitors?
- Do you want more online sales?
- Do you want people to perform a specific action on your website? g. Fill out a contact form, or download a document?
- Do you want to generate phone calls?
- You get full access to all campaigns, stats, reports no secrets between you and me!
- Ad-hoc consulting when needed are you making any short term or mid-month changes to your business that could affect your strategy? Don’t feel like you can only speak to me once a month, I am here to guide you!
- Reports will normally be served as pdf with a combination of visual results and written results, however if you prefer to see things a different way no problem.
The first thing is always to have a call together so that I can get a really good feel for your business and your brand.
Once I have all the information I need, I will put together a full proposal together for you, including all costs, recommended budget, payment plans available and more.
Once we’re signed and ready to go, I will need the following from you:
- Access to all existing Google Accounts
- Access to your website to allow the creation of conversion optimised landing pages
- Access to the backend of your website to allow insertion of relevant tracking codes
- Payment of the first month’s fee upfront
- A short completed questionnaire to allow me to begin my research effectively. You can skip straight to this step below if you are ready to proceed immediately
Once I have everything I need, I will undertake my research and plan the first month’s campaigns. Please allow 1-2 weeks for this process to take place. It may not take this long, however, this step is absolutely crucial to ensure that your campaigns start off at the highest quality possible, so it cannot be rushed.
Once everything is mapped out it will be sent to you for approval. This step is just a formality and to ensure that you agree with the language and tone we are using to connect with your target audience.
From then we’re off! Crack the bubbly, the show is on the road.
I will be monitoring your campaign daily and making any changes needed for the first few weeks to ensure that any irrelevant searches don’t slip through the net and waste your precious budget.
After that, I will be making tweaks periodically depending on the amount of data I have available and what we can see is or isn’t working for your business model – after making changes it’s recommended to give approximately a week in search or 3 weeks in display before making any further changes.
At the end of each month, I will send you a detailed report and arrange a call with you to go over this in detail and plan our next steps.
Will I be tied to a long-term contract?
We may ask for a minimum of 3 months, as depending on your budget, as sometimes this is how long it can take to get all of the data we need and get really great results for you.
What happens if we stop working together?
I will pause your campaigns in their current state and disconnect my payment account depending on the set-up we agreed on. You are free to keep the campaigns afterwards.
Do I get full access to my account?
Yes, you’ll be given Admin level to any accounts that we create on your behalf.
How much ad-spend do I need to pay?
The bare minimum we would recommend is £500-£1,000 per month, however, all industries and businesses are different. If we had a much larger budget, depending on the industry, we would rarely spend it in the first month, until we had all the data we need and testing out of the way. We may recommend more budget at a later date however this would be based on actual results, and be completely up to you.
Will I have to pay more if I increase my budget?
No, you will pay the same flat rate throughout our contract apart from in highly rare and unforeseen circumstances, in which we would agree on before proceeding.
What happens if you don’t spend all of my budget?
This would roll on to the following month and forever until for any reason we weren’t working together anymore.
Google marketing is a strategy which needs a lot of data to be successful. Unfortunately, data costs time and money. The larger budget we have to work with, the quicker we can fully understand and conquer your market and target audience. This doesn’t mean that we cannot work with a smaller budget by any means! It just means that it will take longer to get enough data to sensibly go aggressive in campaigns – this is with your best interests and minimum budget loss in mind!
This is why we ensure that all aspects of Google and tracking are fully integrated and working before starting any campaigns. If you already have Google Analytics installed, then that’s great – we will have a solid starting point and should be able to see what pages your audience are the most engaged in, what devices they use, where they are, their gender and much more!
However, this isn’t always the case. If Google isn’t already installed, then don’t fret – included in the price, this is the first thing we do which gives some time for basic data to build up while we do our market research and plan your first campaigns.
Just because something works for your competitors it does not mean it will work for you, so we always start conservative while we test the waters to ensure that minimum budget is wasted and you gain the most from your investment.
Success doesn’t happen overnight, but it doesn’t happen by doing nothing either, so get in touch and let’s get your business booming!
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