Google
advertising

Better known as Google Ads, this is the world’s most popular digital advertising platform, and offers brands the opportunity to advertise across Google Search, mobile apps, videos, Gmail, third-party sites and more. As an advertiser you need to identify the keywords/search queries you want to target, then bid the highest amount you’re willing to pay for a click on your ad. The highest bid (generally) wins.

Google Ads can be an incredibly effective form of advertising… provided a brand takes a strategic approach. At Traction our local team craft digital growth strategies designed to help your business realise the potential of Google Ads in partnership with SEO, social media and more.

The beauty of Google Ads is that the barrier to entry is particularly low – you can invest whatever you’re comfortable with. That said, as a general rule the more you invest the more effective and impactful that investment will be, as this allows Google Ads to generate and act on more data and higher-level insights.

The Google Display Network grants your brand an opportunity to place graphic advertisements such as banners, images and videos across millions of third-party websites, apps and Google properties like YouTube and Gmail. Google Display Advertising is distinct from Google search engine marketing (SEM), which are the ads that appear as text and sponsored links on the search engine results page (SERP).

Remarketing, also called retargeting, is the practice of capturing information from your website visitors that can then be used to serve up targeted advertising to them as they move around the internet. Google is the leader in remarketing, so most campaigns are undertaken on the Google Ads network.

Google Ads is a pay per click (PPC) platform – you only pay for an ad if someone clicks on it. The cost per click (CPC) can vary – the average is $2-$4, but certain keywords are worth far more (e.g. those related to business services and lawyers), while others are worth less (e.g. those related to low value ecommerce products). You can spend as much or as little as you like on a Google Ads campaign, however, it is important to consider an appropriate budget for the market you are playing in and the Google Ads channel you are utilising. If you don’t optimise for share of voice and frequency of reach, the recall of your brand will be weak and it can result in an expensive commodity play at the bottom of the funnel.

Unlike SEO, which can take a few months to begin delivering a steady flow of leads, Google Ads offers a more instant injection of business, as your brand will begin appearing at the top of the search engine results page (SERP) straight away. That said, it takes time to collect the data that helps us to properly optimise and enhance your Google Ads campaign, so the results will usually get better and better over time. In the initial few months we may be able to double or quadruple your conversions however, over time your account will be so optimised that the improvements we bring may be in the 5-10% range in a given month.