And we’ve been in the game for years. Do you follow the ‘best practices’ that Google encourages its advertisers to observe? Good thing we know better than that. We’re strong with:
- Google Ads (was called AdWords) and Analytics
- Facebook, LinkedIn and Twitter ads
- Reporting and data literacy
Search ads are a solid first choice when launching a new marketing campaign.
They are an efficient method of ensuring your brand stays above the competition and offer many extensions although they are text-only.
They are not as flexible as display ads in terms of targeting but are more effective for targeting people who are searching for your product or service.
Display ads are a different ballgame. They often cost less per click than search ads and offer unique demographic targeting options based on audience interest, gender, age and household income.
They are more customisable than search ads and can show on millions of different websites.
Shopping ads get your product, price and unique value proposition right in front of the customer.
You must set up a Google Merchant Center account, which is straightforward enough but the real task is configuring and optimising your product feed correctly–a delicate task that should never be rushed.
Shopping ads are a great start for ecommerce campaigns.
CPC = cost per click
To master Google AdWords, you need to master Quality Score. A high Quality Score means you are paying less per click to get higher rankings than your competitors, a low Quality Score is the opposite–paying more to rank lower.
The three components of quality score are landing page experience, expected clickthrough rate and ad relevance, however they are not weighted equally.
Quality Score is marked out of 10 and anything lower than a 7 is penalised by inflated costs per click, as you can see on the table. Google introduced Quality Score to ensure advertisers only deliver the most relevant and user-friendly content.
A Quality Score of 1 means you are paying 600% more per click–ignore it at your peril!