Advertising on Google Ads is about as common today as advertising in the Yellow Pages used to be. And there’s good reason for that — it’s a simple way of matching your brand, product or service to people actively looking for an answer. We can help you be seen when people search.
The modern standard
If you remember flicking through the Yellow Pages, there were basic ads and then there were ads that stood out and got your attention (which cost more and were designed by an agency or your graphic designer).
Google ads runs on a similar concept, except instead of paying more to have a bigger ad, you pay more to get closer to the top at any point in time.
It’s a lot more volatile than a Yellow Pages styled ad — the costs change as demand for the words and search volumes does. It’s also contextual — meaning your ads change based on the search performed.
Types of Google Ads
In our niche, people may search ‘Google ads agency brisbane’. In yours, it could be ‘lawyer in clayfield’ or ‘eye doctor northside’. Either way, they’re blunt searches looking for the people and companies who fit the category and location criteria. That type of search is generally used to identify supplier options.
Other searches, eg. ‘best sunglasses for driving’, ‘how to pick a wedding photographer’ or ‘cleaning air conditioner’, are searches looking for results that give information and educate a searcher. The right ad teamed with the right content can get the searcher’s attention and help them achieve what they came to achieve — ideally turning them into a customer or subscriber.
If you’ve been running ads for a while, you probably know the terms people use to find your offering. In which case we take a look at the creative you’ve been using to date and who it has been targeted, and assess the results it’s delivered. If you haven’t run ads yet, we work with you to identify the terms that people are already using to look for your competitors.
Which is important, because your Adwords success depend just as much on your competitors as it does your own work
It’s important to note that Adwords combined with a robust Search Engine Optimisation strategy can give you two bites of the cherry (three, if you show up in the local business map) on the one page.
No matter what industry you’re in, you will always have competitors. If they’re looking to build their business they’ll be spending on ads as well.
The challenge is to not just outbid them, but also out-think them in execution. Google Ads is not just a numbers game. The creative matters. People scan and decide fast.
You can do generic Google ads that are basic, factual and easy to action. The objective there is to outbid your competitors to make sure your ads are viewed before all others.
Or you can play with the medium and write Google ads that stand out, making it clear that every other Google ad in your category looks the same.
The End is just as important as the Start
Getting a click is the bare minimum success criteria. Beating your competitors to the click is a huge advantage that can’t be overstated. However, sending them to a place that doesn’t persuade them to reach the desired goal is an expensive waste of time and effort. In that sense, your Google Ads partner really needs to not just understand bidding and setting up Adwords campaigns, but also converting ad traffic. It’s not all data and science. We’ve built a business out of creating content that informs, persuades and encourages people to act, and apply those learnings to landing pages that are built for engagement.
Budgeting for online ads
It doesn’t have to cost a lot to get going with your ads, however you need to be willing to spend money to make money. Google Adwords work on a cost per click basis, and the cost goes up depending on how ‘competitive’ the term is (ie how many people are vying for it and how many people search for it). Our digital advertising management plans begin at $150 ex GST a month on a minimum spend of $500/month.
After all, you’re paying to jump to the top of the page before everyone else (or before those who have spent on Search Engine Optimisation).
Why not contact us to see what might be possible for your business?