What is Google Adwords?

Google Adwords is Googles advertising platform, which allows you to place ads on their search results page. 

Adwords a form of Pay per click (PPC) advertising where you only pay when users click on your ad and visit your website. The benefit of Google Adwords campaigns is that they are highly targeted. 

You reach customers as they are actively seeking out your product or service – so you don’t end up paying for uninterested visitors. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically. 

The benefit of buying clicks is that you can get highly targeted traffic in a short amount of time. They are quick too, with the right implementation, you could have your ad appearing on the first page of Google within 24 hours. However, it is a very easy way to lose money quickly if your campaigns are not managed correctly.

Why use Google Adwords?

There are many benefits of using Google Adwords. It is an efficient way of getting highly targeted traffic to your website. You can choose where your ad appears, set a budget you’re comfortable with, and measure the impact of your ad. There’s no minimum spending commitment and you can pause or stop at any time.

When someone is searching for a new product or service, it is likely that the first thing they do is ‘Google it’. If your website is not on the first page, you will miss out on a significant amount of targeted traffic.

Why do I need an Adwords Manager?

If not managed correctly, Adwords is a very easy way to waste money. Using a Google Partner (someone who has sat the Adwords exams and is certified) ensures that your campaign will be managed using all best practices. The required bids for specific keywords change on a regular basis – depending on the competition for those keywords – so you need someone keeping an eye on your campaign at all times.

Through ongoing optimisation, it is an Adwords Manager’s job to get you cheaper costs per click overtime, use ad copy that is most likely to convert and ultimately, target the right keywords that will get you conversions and give you a positive ROI.

What types of campaigns can I use?

There are a few different options for advertising on Adwords. These include:

  • Search Campaigns: Easily the most popular type of campaign, a search campaign allows you to target keywords that you would like to show your ad for on the Google Search results. You ad appears in the top four search results or the bottom three.
  • Display Campaigns: Display Campaigns allow advertisers to show image ads or interactive html ads on a range of different websites, called the Google Display Network (GDN). The GDN is comprised of websites who have opted in to display ads on their websites (through AdSense). With over 2 million Display Network sites that reach over 90% of Internet users worldwide, there are a lot of opportunities to reach customers.
  • Remarketing Campaigns: Remarketing helps you reach people who have previously visited your website. A tag is embedded into the website, which tracks all visitors of the website. Then, once the user navigates away from your website, they will see ads in the Google Display Network. The remarketing theory is that this audience is more likely to convert because they have already visited the website previously. It is a great way to reinforce the brand to past customers, which is especially important as the general sales process requires between 3-7 touch points with a customer before they purchase. AdWords allows you to create separate remarketing lists for users that visited specific pages of the website.
  • Shopping Campaigns: Google Shopping is a great way to advertise ecommerce products as users get to see an image of the product, the price and the brand all before clicking. Therefore the campaign typically generates highly targeted clicks from users who are likely to make a purchase – saving you wasting money on irrelevant clicks.

Is adwords for me?

Google Adwords is not for everybody. It definitely works best with some businesses over others. Generally, the success of your campaign will depend on the competitiveness of the industry. If there are many other businesses targeting the same keywords as you, the cost per click will likely increase. The margins of your product or service will then determine whether it is worth paying for Adwords. It is often difficult to determine whether your campaign will be a success before trialling it for a month. Each company is unique, with different keywords, products/services, websites and marketing campaigns, which all contribute to the success of your campaign.

You're in the hands of a Google Partner

What is included in Bread & Butter's Adwords Management?

Account structure

Having your account structure set up correctly the first time is important because it affects your quality score later down the line. As a Google certified individual, your account will be set up using all the best practice methods recommended by the experts themselves.

Keyword research

Targeting the right keywords can make or break the success of your campaign. Through undertaking thorough keyword research, you can rest assured your campaign is targeting the most profitable keywords that are relevant to your business.

Quality Ad Copy

There is an art to being persuasive and eye-catching within the limited 95 characters. Through a variety of split tests, I ensure the copy used in your ads is the most likely to convert customers.

Advanced bid-management

Not all advertisers pay the same amount. Different keywords have different costs and it is also heavily influenced by the quality of your account. I will optimise your account to maintain a high quality score and ensure you are paying the best cost per click possible.

Conversion tracking

I’m sure you want to know what you are actually getting for your dollars. I will set up conversion tracking in your campaign and website to measure phone calls, enquiries and link clicks.

Google Analytics set up

In order to track the engagement levels of website visitors who come to your site through PPC campaigns, I set up a Google Analytics account for you complete with Goals and Filters to ensure all activity on your website is recorded.

Transparent campaign management

Campaigns are always set up in your account, under your name, so you have complete access to them 24/7 and will remain under your control in the future.

Frequent reporting

Monthly reports will be sent to you complete with statistics and a complete analysis/interpretation of the campaigns performance that month.

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