The Google Adwords Challenge & Solution
Flexible, Realistic Google Adwords Packages
The Google Adwords Challenge
Over the years of working with clients who use Google Adwords campaigns as an important (or only) source of leads for their businesses, we have seen a couple of patterns that can be considered to be challenges. One is that Google does make it appear to be very easy for an advertiser to set up their own campaign, and on a basic level it is. However the reality of this is that it’s only a handful of these advertisers that manage to dig deep enough into the system by themselves to make it work.
The second challenge, is whether Google Adwords is even viable, especially for smaller business entities? More about these issues here.
If you been trying to manage your own Adwords campaigns without professional help, you may have spent more money than you expected. This often happens, as it seems so easy to set up, but the fine tuning and expert knowledge is what can make it work profitably.
Even if you have an agency helping, it may be that you are getting the clicks, but not enough conversions to make it viable. So what is the solution?
The Google Adwords Solution
Let’s find out if Google Adwords is actually viable for your business. There’s a good chance that it could be when done correctly, but it is all about CPA – cost per acquisition. If your business model and pricing structure is set up so that we can find that perfect CPA point for you, then it is likely that Google Adwords can work profitably for you business. That said, there are some businesses where it may not be the best route.
If that is the case, once we know your account, campaigns and business model, we will be able to tell you. If you have an existing account, your track record of this could make this clear after a one-off analysis. Often it is necessary to set-up new campaigns, or optimise existing ones, with a realistic CPA to determine if Adwords will work for you or not.
Google Adwords Packages
What makes our Google Adwords packages different to some others?
- We don’t force you into lengthy contracts (or any if you opt for our one-off package)
- We don’t charge commission on what you invest into Google Adwords
In Tune With Your Brand
Years In Business
Step 1: We put the pieces of the jigsaw together
If You Have A Google Adwords Account
You can grant us temporary access to Google Adwords, and assuming you have it, Google Analytics. We will give you our recommendations and ideas, without any pressure, or obligation.
Don't Have Google Adwords Yet?
Let us analyse the market that you are in, and chat to you about your aims & ideal CPA (cost per acquisition). We will tell you honestly what the scope is within your niche.
Types Of Packages Available
If you decide to take it further, we can offer a one-off service, which includes one month of maintenance and optimisation. This can be topped up with our 3 or 6 month peace-of-mind maintenance and consultancy.
- Mobile Sales 80%
- Website Traffic 50%
- Conversion Rate 75%
- Email Subscribers 60%
The Results Were Amazing
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Google Adwords One-Off Package (Set-Up Or Re-Structure)
- Package includes one month optimisation and maintenance: In addition to the elements described below, this set up or re-stucture Google Adwords Package includes a month of optimisation and maintenance.
- Industry immersion and research – to get to know your niche: We immerse ourselves in your business and industry, to ensure we understand as much as humanly possible before we start any of the set-up or re-structuring work.
- Establish your desired CPA – cost per acquisition: We will work with you to calculate a realistic CPA that makes your investment into Google Adwords and our service offering profitable.
- Competitor analysis: We will analyse your competitors’ websites and Google Adwords performance. This will enable us to target creatives and landing pages that will help you stand out from your competitors.
- Establish your brand’s USP – unique selling point. Some companies are very aware of their USP and others haven’t necessarily thought about it that much. Whether this is your first time to use Google Adwords or we are re-structuring an account for you, it is very valuable to define this at the outset. Not only will it help give focus to the advertising, but it can be a message that can be spread on your website and via other channels, such as social media.
- Google Analytics: if we are doing a re-structure and you have had Google Analytics set up, we will analyse this in detail. We can learn a great deal from existing Analytics. For example, some of the more basic but important factors are keywords which you may have been investing in, but actually don’t work (visitor bounce off the site) and landing pages that visitors don’t trust or like, as they leave the site far too quickly. Even if we are setting up a new campaign, existing Analytics are still valuable, as there will be data from organic traffic (non-paid traffic).
- Set up or re-structure up to 5 campaigns: Once we have done the analysis described in the previous points, then we will design up to 5 Adwords campaigns.
- Keyword research: Extensive keyword research will be carried out as the foundation of the campaigns.
- Negative keywords: The keyword research will reveal possible negative keywords, just as it will show positive keywords. Negative keywords will be set up to avoid your ads showing for irrelevant terms.
- Ad groups: Ad groups will be designed logically around tight sets of related keywords. They will be based on product ranges, service offerings and possibly geographic data, depending on the industry and aims.
- Ad creatives: Ad creatives will be written and balanced perfectly with the other elements of the campaign. There will be a minimum of 3 ads per ad group. Each ad group will have ad texts which are totally in tune with the tight keyword set that is within that ad group. This is one of the important aspects of achieving a good quality score over time.
- Landing pages recommendations: We’ve got you covered with all the right keywords, which will show a perfectly matched ad creative once your target audience start searching – so what next? We want to be sure that your landing pages are strong, trustworthy, and follow the sequence by having the right message and visuals, that give the best chance of converting the visitors that you have invested in.
- A/B Testing: As well as you know your business, and we know ours – the biggest test (and we can never really 100% second guess it) is how your target audience reacts to landing pages. So why not do an A/B test? With our recommendations, your webmaster* can set up two options of the same landing page. We can direct the same ad creative to both (copies of the ad) and see over time which page your potential customers prefer. Then we can tweak even further.
- Contact/Sign-Up form analysis: Up to now everything is tightly tuned and following a lovely, logical sequence – but you wouldn’t believe the number of times a contact/sign-up form has let an advertiser down. We will analyse yours before you invest any money in Adwords. Sometimes it is the simplest of tweaks that makes a world of difference when it comes to website forms.
- Geo-targeting: Where is your market based geographically? Do you know where your online sales have come from previously? If not let’s take a look if you have this data available. Geo-targeting means choosing the locations where you believe your ads should show. Let’s say you are a mechanic based in Glasgow, you certainly don’t want your ads showing in London.
- Ad scheduling: Much like geo-targeting, ad scheduling is an important setting that we need to configure at the outset. For plenty of business models, being live late at night, where the chance of buying intention is lower, is not a good idea. We will focus your advertising to be in tune with when your target market is online and has a higher intention to purchase.
- Conversion tracking: Tracking can be set up to cover a range of conversion goals, from sign-up to purchase. Once set up, we can then see which keywords bring in these results and at what cost per conversion. We will also be able to spot over time if there is a trend regarding what position your ad converts in best. Traditionally all advertisers wanted to be in position 1, but we’ve seen plenty of examples where the highest converting position can be position 3 or 4, or another one. This is very niche dependent.
- Optimal converting position: With data as described above, we can then bid on your keywords to move towards as stable a presence as possible in whichever position you convert most frequently, and cost effectively in.
- Cost per click (CPC): Google supplies us with plenty of information, but the reality is that it is only once we are running for a week to 10 days that your account should stabilise enough to see the reality of how much the CPC (cost per click) is in various positions. It is at that stage that we can be more confident about discussing this aspect with you, and making some educated decisions to position keywords and ads to move towards achieving the desired CPA (cost per acquisition).
- Click through rate (CTR): Within a similar time frame we should see some initial patterns with CTR. While we all love to see a wonderfully high CTR, it is not always the case that this goes hand in hand with conversions that are in line with the CPA. The more data we get, the best we can advise you on this.
- Site links: To site link or not to site link, that is the question? Site links are the blue highlighted texts that you see under the ads on the left hand top of the screen. Yes they stand out and look good, but depending on your cost per click and industry type, they may or may not be a good approach. For example, we have financial industry clients who can pay between £10 to £30 for one click, and pay an average of £18 per click. In this scenario, we don’t want to use site links, as they may attract clicks that are not really as focused.
- Keyword bidding: When your campaigns go live after our work, we normally bid enough to aim for relatively high positions, so that the account will start to build up a good quality score. This takes a bit of time, and depends on a variety of factors, but simply the reaction to the keywords, ads, the CTR and the landing page experience.
- Rinse and repeat: During the month of this package, as we get fresh data, we will continue these processes, essentially rinsing and repeating, to get the best of our your campaigns.
- *We can provide landing page design and implementation if you wish. Recommendations are provided within this package, but we can quote for design also.