Any form of advert you see on Google, whether it is the top left of the search results, a shopping listing, an ad placed the right hand side of results or an advert on Gmail is ran from Google’s marquee service, Google AdWords.
Adwords is a method, whereby, the advertiser pays for each visitor that clicks through to their website from an advert. Spend is capped by a daily budget and stats, such as clicks, impressions, leads, sales, and analytics are attainable through the AdWords dashboard.
About Google Adwords
The Search Marketing Shop’s director and Google partner, Tom Bagshaw, can complete a complimentary audit of your AdWords account or SEO factors on your website. Simply complete the form below to get started! Request a face to face meeting with one of our consultants available in Greater Manchester, London, and Cyprus.
How businesses currently advertise via Google
Use a Pay per Click Specialist Agency
We strongly believe that using a pay per click specialist Agency is the best option as you are more likely to get better results from a professional. It is important to remember that every agency will have different methods and approaches, so if you feel your current agency is not providing the maximum results a fresh change could spark new life into your business.
Top of Google Listings
Many people think this is a scam, because the agency you use will always be using AdWords, and it is presumed that the less they spend on you the more they make for themselves, i.e. the less spent on AdWords the less clicks you are getting. We would argue that although this is often the case, advertising solely at the top has been known to work BUT your agency can do this for you via PPC management AND give you full access to the stats, track conversions and optimise for leads or sales.
Employ Somebody in House
If your employee is not trained or up to date as a PPC specialist at an external agency then the results are much more likely to be weaker. Using a less skilled employee to compete against experienced agencies places more limits on your potential ROI and could seriously hold your business back.
Pay for Leads Only
This is a safe way of receiving leads, as the business owner will only pay for a potential sale. However, it is important to remember that the agency profit much more from paying for leads than they would if you were paying them a PPC management fee – and you can see the CPA (cost per acquisition) within the account. Employing a PPC management agency is always a more cost effective method in the long term.
AdWords combined with Analytics and the correct tracking integration with your website allows transactions from the site to be reported into AdWords. Therefore the agency can see the exact turnover received from an AdWords campaign and charge their client on a commission basis. However, as with the pay for leads approach the agency will more than likely be making more money this way than running a PPC management service.
Director runs AdWords
If you wanted to build an extension onto your house with limited building skills, would you do it yourself or employ an experienced skilled builder? We are not sure why a business owner would not harness the potential of a professionally ran AdWords campaign, but instead, let their competitors achieve greater results – unless they have a lot of spare time on their hands.
All of these services are via the AdWords platform – regardless of how it is presented or sold to the end user.
However, by using a pay per click agency to run the ads you save money on your own time and/or important staff resources. Crucially, you will have a dedicated expert who can get an edge on your competitors and help boost your profits at a much more time-efficient cost than employing in-house.
Some advantages of advertising on search engines such as Google:
- Google sponsored ads receive around 20% of user clicks.
- You can advertise under thousands of search terms and their variations.
- You can instantly see your ‘spend to return’ within the account or reports.
- The results are fast – you receive sales or leads within 24 hours.
- You can start and stop the ads at any time.
- You cap your budget so you don’t overspend.
- Adverts can be changed within seconds, so you can tell your prospects about new promotions.
- *Worldwide, the average Google advertiser receives $2 for every $1 spent*
What about Bing, Yahoo and other search engines?
At The Search Marketing Shop, we believe that Bing, Yahoo and search engines on the Microsoft ad network are a huge opportunity for advertisers right now.
Following the departure of Firefox and Safari away from Google as a default search engine, the user share has drastically increased and, most importantly, there are less people advertising, so cost per click tends to be much lower! It is because we offer a multi platform pay per click management service, many large brands have moved to using our services. If you are just leveraging AdWords right now, it may be a time to consider a agency that also gives you great results from Bing and Yahoo.