Almost everyone shops online these days. And when people shop online, they turn to Google, the search engine that enjoys a market share of well over 90% in New Zealand.
Businesses understand the power of being displayed at the top of the Google results page. It’s why so many organisations invest in search engine optimisation (SEO). The issue with SEO is that it takes time and effort – you need to work hard to earn your spot at the top of the results.
But there is a way to instantly secure a spot at the very top of Google: by investing in Google Ads.
Why invest in Google Ads?
Google Ads are the results marked ‘Ad’ or ‘Sponsored’ that sit at the top of a Google search or under the Google Shopping tab, most commonly for queries relating to the purchase of a product or service.
In a way Google Ads is somewhat of a cheat code that gets you to the top of the results instantly. No need for endless content creation, no need to optimise your site for humans and bots – althought you should definitely do all of that as part of your SEO efforts! – you simply choose the keywords you want to target, the budget you’re willing to expend, then set the wheels in motion.
Google Ads uses a pay per click (PPC) model – you only pay when someone clicks on your ad. This helps Google Adwords campaigns to achieve incredible returns – according to a conservative estimate by Google, for every $1 you spend on Google Ads, you can expect to generate $8 in sales.
In short, this marketing strategy can be efficient, effective and highly profitable… provided you choose a marketing agency in NZ that knows how to fully capitalise on search ads.
Why are you looking for a Google Ads partner?
Your first task is to understand why you are investing time and money in paid search. What are the goals you hope to achieve and the outcomes you’re trying to generate? While the ultimate goal will obviously be to generate ROI, you need to have an idea of exactly how you’ll make that happen. Examples of more specific campaign goals include:
- Grow your business brand awareness.
- Get more potential customers scheduling discovery calls with your business.
- Increase foot traffic at your physical store.
- Increase website traffic and/or website sales.
- Use the Google display network to remarket to people who have previously shown an interest in one of your products.
Once you have a more specific goal in mind, you need a way to track your progress. This is done by monitoring key metrics such as:
- Website visitors: How many people are visiting your site via a Google Ad?
- Conversion rate: This metric is the number of conversions divided by total clicks/visitors. Your definition of a ‘conversion‘ will reflect the goal of your campaign.
- Cost per click (CPC): How much are you willing to pay for a click? It’s important to find your breakeven point and always bid lower.
- Cost per conversion (CPA): How much does the average conversion cost you?
- Customer lifetime value: What will the value of a customer be over the course of your relationship? This can help you define an appropriate CPA.
These metrics hint at what a good Adwords partner will bring: an understanding of your goals and how to achieve them. You should be able to tell your agency where you want your ad spend to get you, and let them work on getting you there.
So what does the perfect paid search partner look like?
1. Total transparency
Your chosen agency will be spending your money. When you have a question about how that money is spent, you should receive a straight answer.
Your chosen agency must offer total transparency – in fact, it’s a requirement for certified Google partners. It should be simple for you to access up-to-date metrics such as campaign cost and the number of impressions and clicks. Your agency should clearly state the whats, whys and hows of what they do – if they respond with ‘it’s complicated’ or ‘we’ve got a secret formula’ you should be cautious, as this may be a sign that they’re hiding something from you.
2. Regular reporting
A key part of this transparency is regular reporting. Your agency should send you a report at least once a month that allows you to monitor key metrics and helps you to understand the return that you’re enjoying from your advertising investment.
This report will vary from agency to agency, and may change from client to client, as some businesses will naturally be more hands-on and detail-oriented than others. The report can break down your campaign investment in any number of ways – ask for a sample report from a potential agency to see the information that you’re likely to be served up, and ask whether the report can be tweaked to your wants and needs.
3. Short-term contracts
Beware the agency that looks to lock you in for 12 months or more at a time. Sure, it can take a few months for an ad campaign to optimise and start generating a real return, but what if the agency underperforms? You’re stuck with them.
The right partner will offer shorter-term contracts, as they will be confident in their ability to set your expectations and generate results sooner rather than later. There may be a lock-in period, but it should only ever be a handful of months, as this gives an agency confidence that their early work won’t go to waste. The contract length should always be in the best interests of both the client and the marketing service provider.
4. A record of success
The best agencies are those who have helped other businesses succeed, and have the evidence to prove it. Ideally you’ll want a partner who has worked with a business like yours, as this industry knowledge can be invaluable in understanding the sort of ads that your customers will respond to.
Check the agency’s website for testimonials, then consider getting in contact with a few of their clients to get a sense of what they’re like to work with. Head to the agency’s Google Business Profile to check their reviews. Remember that a bad review is often less important than the response that the agency offers, as this can give you real insight into how the business operates.
5. A local presence
You can partner with an ad agency located anywhere across the globe. But locals know locals. By choosing a local partner with a local presence, you can enjoy local insights. You can also enjoy the trust that comes with meeting your service provider face-to-face and dropping into their office from time to time.
Traction: your Christchurch digital marketing agency
87% of people begin their search for products and services online. Google Ads campaigns offer a way to put your brand, your products and your services up in lights, a way to make you and your offerings the first thing that a potential customer sees, at the exact moment that they’re looking for it.
At Traction our marketing experts are ready to help your business capitalise on the endless potential of paid search. We’ve spent years helping local businesses enhance their online presence, not only through search engines, but also through conversion rate optimisation, Goolge ads, search engine optimisation and other digital marketing channels.
We have a deep passion for helping other local businesses succeed, so no matter your organisation, industry, product or service, if you’re looking to develop an Adwords strategy that works, our team is here to help. Get in touch today.