Google Ads
Leverage the reach of the tech giant
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With over 90% market share, Google dominates global search engine use
Leverage the reach of the tech giant with Google Ads. Explore our brief guide, with tips and tools to maximise return on your Google Ads campaigns
Organic vs Paid
Organic search results are the returns you get for free when you’ve entered something into Google. Ideally you rank first in an organic results – however due to Google’s algorithm this is very hard to achieve and requires a lot of high quality content and back links to your site / product.
Paid search in comparison, is exactly that – you pay in order to feature at the top of a particular search result and the price of these ad spaces fluctuates in a bidding auction style continuously. Paid search works on a Pay-per-click or PPC model.
PPC
Paid search works on a pay-per-click model, meaning you do exactly that – until someone clicks on your ad, you don’t pay
Targeting
Google Ads is a very powerful tool for targeting your ideal client profile and also analysing in great details customer behaviour. The combination allows you to pin point your target demographic with great accuracy.
Display vs Search
The Display Network is a group of more than 2 million websites, videos, and apps where your google ads can appear. The Google Display Network sites reach over 90% of Internet users worldwide
Display network includes:
- YouTube
- Shopping
- Banner Ads
- Gmail
- App campaigns
The Google Search Network is a group of search-related websites and apps where your ads can appear. When you advertise on the Google Search Network, your ad can show near search results when someone searches with terms related to one of your keywords
Search Campaigns
Advantages
- Offering the solution to a problem
- Maximise control over your budget if you chose manual biding
- Only pay for people coming to your page
- Measurable results
- Data driven decision
- Great for local search
- Improves brand recognition
- Typically the highest conversion rate of all Google Ads
disadvantages
- Steep learning curve
- High costs in competitive industries
- High competition depending on the keywords
- Time investment is high
- Choosing automated biding strategies results in less control but sometimes in higher results
- Character limitation of the Ad text
Shopping Campaigns
Advantages
- Great tool in the consideration phase of customer cycle
- Helps to push into the buying phase
- Highly visual due do their image base
- Typically high conversion rate
disadvantages
- Relatively high cost
- Time consuming set up phase
- Product feed is very important
YouTube Campaigns
Advantages
- Relatively cheap
- Great for brand awareness
- Perfect tool to trigger emotion
- Second most visited website globally
- Powerful targeting methods
- Only charged when engagement occurs
disadvantages
- High end video quality important for success
- Lack of control exactly where your ads is shown
- Must master how to hook your audience in 5 seconds or less
Banner Ads/ Display Ads
Advantages
- Relatively cheap
- Flexibility in pricing methods
- Good for brand awareness
- Effective tools for targeting
- Use of videos to spark emotion
- Flexible and creative layout options
- Remarketing
disadvantages
- Limited control where ads are shown. Exclusion possible but trial run needed initially
- Can seem like 'click bait'
- Time consuming to exclude placements
- Ads might not be relevant to website where displayed
- Typically lower conversion rates
- Typically lower CTR (click through rate) compared to search
Gmail Ad campaigns
Advantages
- Less competitive
- Strong tool for B2B
- Good for brand awareness
- Popular business platform
- Only pay if your ad is clicked
disadvantages
- Tab where ads are displayed can be disabled
- Lower conversion rates
App campaigns
Advantages
- Can be effective to gain quick user increase
- Strong tool for targeting
- Creative layout options
disadvantages
- Higher cost comparatively
- Firebase is recommended, time consuming learning curve
- Very automated
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