Google Ads Agency

Google Ads can totally transform your business by driving high traffic, generating more leads and revenue, and boosting sales, when managed properly.

In today's digital age, having a strong online presence is crucial for the success of any business. One of the most effective ways to achieve this is through PPC, also known as Pay-per-Click advertising. with Google Ads being the leading platform. Google ads produce 3.5 billion interactions every day.

With PPC, you can position your company in front of the right audience, at the right time, and in the right place. It's a powerful tool that can boost sales, drive traffic to your website, and establish your online presence.

Immediate Impact: Unlike SEO, which takes time to gain visibility on the search engine results page (SERP), paid search ads provide instant visibility - we call it "instant traffic".

Increased Exposure: Google Ads allows your ads to appear at the top of the SERP, which is the most valuable position. Additionally, Google is the dominant search engine, capturing 89% of the market share. This means advertising on Google ensures exposure to a wide audience actively searching for products, services, and brands.

Targeted Audience: By using Google Ads, you can effectively reach people who have a high intent to buy. This is important because 89% of consumer journeys begin with a search engine.

Diverse Ad Formats: While search ads are commonly associated with Google Ads, there are various ad formats available to suit different marketing strategies and objectives.

Cost-Effective: With the Google Ads auction system, you only pay for clicks on your ads. The bidding process ensures you pay the lowest possible price for a click. On average, businesses generate a $2 return for every $1 spent on PPC advertising, while Google claims Google Ads delivers an 800% ROI, although individual results may vary.

Click here to get your free Google Ads consultation.

When users search for products or services similar to yours, Google will showcase your ads. These ads can be seen on Google Search, Google Maps, and various partner sites within Google's network. You are charged based on the number of clicks your ads receive, whether it's to call your business, visit your website, or get directions to your store.

To determine the ad's placement, Google conducts an "auction" that takes into account factors like your budget, bid settings, and the relevance of your website. The ad that emerges as the winner is displayed prominently at the top of the search results page.

1. Craft compelling ad copy that focuses on user benefits and ties messaging to relevant keywords. A proper campaign and ad group structure is fundamental.
2. Create messaging that reflects your brand and appeals to users across devices, with a focus on impactful headlines. Thorough competition research helps craft enticing messaging.
3. Set up your ads for success by adding unique headlines and descriptions, utilizing keyword insertion and ad customizers, and pairing responsive search ads with Smart Bidding and exact or phrase match keywords.
4. Utilize a variety of extensions, aka asset types, to make your ads more engaging and useful to users, such as sitelinks and images, and ensure they are of high quality.
5. Test and optimize your creative messages by using ad variations to iterate and improve your ad text, and evaluate success based on incremental impressions, clicks, and conversions.

In our agency, we have been running Bing Ads, also known as Microsoft Ads, and Google Ads for quite some time now. By combining our data with the insights from the digital marketing community, we have generated the following key takeaways:

• Bing's traffic in 2023 has increased by 50-60% compared to 2022.
• The cost per click (CPC) on Bing is typically 30-40% lower than on Google.
• However, the conversion rate for Bing traffic is approximately 50% lower than that of Google.
• Therefore, for most businesses, Bing is not more profitable than Google.

There are numerous campaign settings that can potentially undermine a Google Ads campaign's performance, often serving as the initial cause of poor results. When building a new campaign, there are numerous targeting options, many of which are not familiar to most business owners. Here are two examples.

1. The greatest level of control is achieved through manually managed and optimized campaigns. However, default settings for bidding often result in an automated bidding strategy like 'maximize clicks' or 'maximize conversions'. Such an automated strategy hands over control of keyword-level bidding and bid adjustments to Google. This is not ideal as an advertiser cannot modify the bid for a poorly performing keyword or increase the bid for a high-performing one. Instead, opt for manual bidding in the dropdown options and check the 'enhanced CPC' box. Google will issue a warning urging to switch to automated bidding, but this can be ignored.

2. Advanced location settings are conveniently tucked away in a dropdown menu under 'Location Settings'. The default option is named: "People in, or who show interest in, your targeted locations (recommended)". This setting allows your ads to be visible to anyone worldwide whom Google deems interested in your product/service, based on a location name used in the query. Instead, choose the option called: "People in or regularly in your targeted locations". This setting ensures that Google uses the targeted locations only.

Landing pages play a crucial role in digital marketing by providing a targeted and persuasive platform to capture leads, drive conversions, and achieve your business goals.

It is designed to capture the attention of visitors and guide them towards a specific action, such as making a purchase, signing up for a newsletter, or requesting more information. Unlike your homepage or other website pages, a landing page is focused on a single objective and is optimized to convert visitors into customers.

The primary goal of a landing page is to improve the conversion rate, specifically from clicks to leads or sales, rather than increasing traffic (impressions and clicks). However, a well-optimized landing page may contribute to improving the ad score and reducing the cost per click, which indirectly may drive more traffic within the same Google Ads budget.

Having multiple landing pages targeted towards different customer segments can further enhance their effectiveness. By tailoring the messaging and offer to specific audiences, you can increase the relevance and impact of your landing pages, ultimately improving conversion rates and driving business growth.

Effective landing pages are characterized by their simplicity and focus on a single call-to-action. A clutter-free layout with clear and concise messaging increases the likelihood of conversions. Additionally, incorporating social proof, such as customer reviews and testimonials, can further boost trust and credibility, leading to higher conversion rates.

As more and more users are accessing the internet via smartphones and tablets, it's important to optimize landing pages for mobile devices.

When running marketing campaigns that direct users to specific actions, having dedicated landing pages is crucial. Landing pages serve as focused destinations for different marketing efforts, such as PPC (pay-per-click) ads and Google Ads. Unlike your website, which caters to various needs and information, landing pages are designed to drive specific conversions and enhance the effectiveness of your paid marketing campaigns.

Websites serve as comprehensive online platforms for your organization, providing a wide range of information and functionalities. However, they are not optimized to guide users towards specific actions required for paid marketing campaigns. This is where landing pages come in. As standalone pages separate from your main website, they work in harmony with your paid advertising, email marketing, and other efforts to create a tailored digital destination that aligns with the visitor's initial call to action. When users land on a dedicated landing page, they see messaging that resonates with their expectations, allowing them to efficiently click-through towards the desired action you are encouraging them to take.

By utilizing landing pages, you create a focused and persuasive environment that increases the likelihood of conversions. These pages eliminate distractions, provide targeted messaging, and facilitate a smoother journey for visitors, ensuring they are more likely to convert.

Showing your ads on the first page of search results is crucial for maximizing visibility and generating higher click-through rates. On average, ads displayed on the first page or above the search results receive significantly more clicks compared to ads shown on subsequent pages. To ensure your ads appear in these prime positions, Google Ads provides bid estimates that can guide you in setting competitive bids.

Google Ads offers three types of bid estimates to help you achieve first-page ad placements when a search query precisely matches your targeted keyword:

1. First Page Bid Estimate: This estimate indicates the bid you are likely to need in order for your ad to appear anywhere on the first page of search results. By meeting or surpassing this bid estimate, you increase your chances of capturing user attention right from the beginning.

2. Top of Page Bid Estimate: If you aim to have your ad featured among the ads at the top of the first page of search results, the top of page bid estimate provides valuable guidance. By setting your bids in line with this estimate, you can position your ad prominently, improving visibility and increasing the likelihood of clicks.

3. First Position Bid Estimate: For advertisers aiming to secure the coveted first position among other ads, the first position bid estimate offers insights into the bid needed to achieve this top spot. Appearing at the very top of the search results page gives your ad the maximum exposure and potential for high click-through rates.

By focusing on achieving first-page ad placements, you enhance your ad's visibility, increase the likelihood of attracting clicks, and maximize the overall effectiveness of your Google Ads campaigns.

Managing Google Ads campaigns can be a complex and time-consuming task, which is why hiring a Google Ads professional is a smart move. Here are four compelling reasons why you should consider entrusting your Google Ads management to a skilled professional.

1. Expertise and Maximizing ROI: A Google Ads specialist possesses in-depth knowledge of the platform and understands how to structure and optimize campaigns effectively. By leveraging their expertise, they can ensure that your advertising dollars are utilized efficiently, maximizing your return on investment (ROI). They have a deep understanding of ad targeting, keyword research, ad copywriting, and bidding strategies, allowing them to create compelling and high-performing campaigns tailored to your business goals. With their insights and data-driven approach, they can continuously optimize your campaigns to drive better results and deliver a positive impact on your bottom line.

2. Time-Saving and Focus: Managing Google Ads campaigns requires continuous monitoring, analysis, and adjustments to keep up with changing trends and competition. As a business owner or marketer, your time is valuable, and dedicating it to mastering Google Ads may not be the most productive use of your resources.

3. Optimization and Performance: Google Ads professionals have the skills and tools to optimize your campaigns for maximum performance. They stay updated with the latest industry trends, algorithm changes, and best practices, allowing them to implement strategies that drive better results. They can analyze campaign data, identify areas of improvement, and make data-driven decisions to enhance ad targeting, bidding strategies, ad copy, and landing pages.

If you're ready to take your Google Ads campaigns to the next level and unlock their full potential, click here to get your free Google Ads consultation.

We offer various ways to promote your website. If you're ready to take your business to the next level and unlock its full potential, click here to schedule a free digital marketing consultation.

Typically, unwanted traffic, clicks, and calls can be minimized through search keywords, negative keywords, audience targeting, and ad copy wording. However, it’s impossible to eliminate this traffic entirely.

For example, if a Google Ads campaign is run to advertise realtor services in Toronto for selling homes quickly and for cash, there will inevitably be irrelevant inquiries about rentals, property management, etc. Some prospects might be looking for a realtor in their area and start asking about services you don’t provide because their search is very generic. Many prospects do not read the ads carefully or make inaccurate searches, then click on your ads or give you a call.

Unfortunately, there's no way to completely prevent this, as they behave like potential customers reaching out to any business.

Both Google Ads and Facebook Ads can be effective for your business, but their success depends on several factors such as your product or service specifics, local competition, customer preferences, demographics, and other variables.

Each marketing channel targets different audiences, and their performance can vary. Medium and large businesses often run ads on both platforms because they can afford to invest more in advertising and benefit from building brand awareness. For smaller businesses, where performance and profitability are more critical, some find success with Google Ads, while others see better results with Facebook Ads. In some cases, businesses achieve good results with both platforms.

Therefore, we usually recommend testing both Google Ads and Facebook Ads to determine which works best for your business based on ROAS (Return on Ad Spend) and conversion data.

Typically, assisted conversions in Google Ads refer to an ad interaction that helped with a conversion but was not the ad interaction immediately preceding that conversion, known as a "click and view assist." If an ad interaction occurred directly before a conversion, it's called a "Last Click Conversion." It may also relate to campaigns or keywords.

For example, a prospect might interact with an ad from one Google Ads campaign and not convert, then later interact with an ad from another campaign in the same Google Ads account and convert. Similarly, a prospective customer might interact with an ad triggered by one Google Ads keyword and not convert, then later interact with an ad triggered by another keyword in the same Google Ads campaign and convert. Both are examples of assisted conversions.