Google Search Ads

Our PPC Process

Discovery Session and Goal Analysis

First, we’ll schedule a meeting with you to go over the bread and butter of your business. What are your strengths and weaknesses? Who are your competitors? What are your threats and opportunities?

When we know why you’d like to run Google Ads, we can better put together a pay per click strategy that will help you engage with a wider audience online, gather more leads, or increase sales.

Keyword Research

We use a wide variety of tools to gather useful data on keywords relevant to your business, including:

• Average Monthly Search Volume
• Estimated Average Cost per Click
• Competition Level

The ideal keyword has a high search volume (meaning lots of people are searching this phrase), a low to medium estimated cost per click (meaning it won’t break the bank to get lots of people to your website), and a low to medium competition level (meaning there aren’t tons of people are already targeting this keyword from their Google Ads accounts).

Campaign Creation

Once we’ve nailed down our list of targeted keywords, we get to work creating your campaign.

We organize your keywords into highly specific ad groups, then we write unique and engaging ad copy with a clear call to action to drive more searchers to your website. 

If you give us access to your website, we create custom landing pages to enhance your campaign even further.

Campaign Configuration

After we’ve received your approval on the ad copy, we begin setting up your campaign in the Google Ads platform. We set your campaign(s) by utilizing all the tools Google provides for the most accurate ad targeting possible.

• Location Targeting – Where you want your ads to appear
• Location Exclusions – Where you don’t want your ads to appear
• Demographic Targeting – Age, gender, household income
• Audience Targeting – Interests, behavior, and more
• Ad Schedule – When you want your ads to appear
• Device Targeting – Desktop, tablets, mobile
• Ad Extensions – Business address, phone number, etc.
• And more!

We’ve done this literally hundreds of times, so you can trust we know how to set you up for success.

Optimization & Reporting

Once a campaign is launched, the work is never over. Here are some examples of the work we complete to continually improve results.

• A/B Testing
• Ad Copy Optimization
• Landing Page Optimization
• Search Term Reports
• Keyword Bid Management

At the same time, we provide monthly reports on the performance of your campaign so you always know how things are going. Transparency is key to a successful agency-client relationship.

We’ve Got You Covered

As you can see, we’ve got our process down pat. If you’re ready to take the next step, please contact us today. We’re excited to begin working with you.

How Google Ads Work

Not familiar with the inner workings of Google’s advertisement platform? No worries. Here’s a quick overview.

What is Pay Per Click Advertising?

PPC ads appear at the top of Google search results, you’ve probably seen them nearly every day of your life throughout the past few years (on days you’ve used a computer) without realizing it.

Advertisers can target specific keywords to secure a higher placement in Google search results and immediately drive more relevant traffic to their website. Alternatively, you can play the long game with search engine optimization. Learn more about SEO here. 

For example, if you search “pizza near me,” Google may show you an ad for one of the largest national pizza chains. They want you to choose them for delivery over their competitors.

This ad platform allows you target nearly any keyword or phrase that you’d like, and if your campaign is set up correctly you are practically guaranteed to show up on the first page of Google search results. This is especially useful for new businesses because their websites haven’t been around long enough to achieve good search result positions through organic SEO methods.

Different Ad Types: Determining Which Ads are Right For You

Google Search Ads can appear in places other than the Google search results page. These ads are entered into what is known as the Google Search Network, which consists of several search-related websites. From there they can appear in one (or both) of these places:

• Google search sites: Ads will appear above, beside, or below results on Google Search, as well as Google Play, Google Maps, Google Images, or Google Shopping.
• Google search partners: Ads can also appear on sites that have partnered with Google to show ads. Though every campaign will have different relevant search partners (therefore a definite list cannot be made), these partners may include Amazon, YouTube, and The New York Times.

The Search Network can also support various different types of ads. These include:

• Text Ads: Ads that only include text. These ads are easy to manage and will appear at the top of a Google search like this:

• • Dynamic Search Ads: A Dynamic Search Ad is a type of text ad that is designed to lead users to a specific page of your website. For example, if you own a pest control company with 30+ locations nationwide, somebody in the Austin area would be directed to the Austin location page rather than the general landing page.

• Call-Only Ads: The purpose of a Call-Only Ad is to drive phone calls to your company or organization. A user will be able to call your business directly from the ad by clicking it. Of course, these ads only appear on mobile devices, or any device that has the capability to make calls.

• Shopping Ads: There are two subtypes of Google Shopping ads.

• Product Shopping Ads: These ads will appear to users who are looking to buy your product or a similar product. The ad will include a picture of the product, price, and store name.

• Showcase Shopping Ads: These ads appeal to users who are searching for a place to purchase products rather than a specific item. When clicked, this ad will expand to show related products and a short description of the store.

• Image and Video Ads: Both Image and Video Ads are shown on the sites of Google search partners. Images can be static or in GIF format, and can be interactive as well. Videos can be run by themselves or inserted into content on a streaming service.

Using the Google Search Network is an extremely effective advertising strategy because it targets users who are in “search mode”, meaning they are already actively looking for a solution to their problem. Placing an ad for your business right in front of them allows you to take advantage of this.