Specialists in Algorithms and Online SEO Strategies
One of the main questions every company asks when it comes to PPC Advertising on Google is… Does AdWords really work? How much will I have to spend? Will AdWords be profitable for my company? There are so many doubts that, in the end, companies decide to do no PPC Online Advertising at all. Or, even worse, they hire inexperienced people to get a cheap management service, or they end up managing their paid campaigns themselves through AdWords Express.
Today, entrepreneurs prefer to read a couple of blogs or watch a few tutorials to learn how to create Google Ads campaigns instead of paying a professional for this service. The real problem is that they actually think they are able to do it just by reading a few articles. Understanding how Google Ads works and being able to optimize Google Ads campaigns is much more than that. Moreover, leaving aside the fact that most of those videos and tutorials are outdated… do you think that if it were so easy there would be PPC agencies (Google Ads agencies)? If everyone could be able to manage all kinds of paid campaigns, why are there training courses and Google certifications?
Worst of all, people seem to forget that, in these online platforms, every mistake not only distances us from our target audience, it also costs us money. So the most important question is not knowing if you need AdWords. The most important question is deciding what Google Ads Agency you should hire. Because if you do not have an Online Marketing Strategy that establishes clear objectives, your experience will be negative and, therefore, you will have the erroneous belief that PPC Online Advertising is not effective. In other words, you will believe that Google Ads is not the best platform to advertise your product on.
Google Ads, formerly Google AdWords, is the platform that Google uses to offer sponsored advertising to potential customers. Advertisers can promote their business in a variety of formats: texts ads, image ads, rich media ads and video ads. The success of Google Ads is, to a large extent, due to the success Google has as a search engine, especially in Europe. As is well known to everybody, Google sees hundreds of thousands of users a day and offers them a solution to their problems. However, when it comes to getting top positions on Google, entrepreneurs need to understand the difference between SEO positioning (organic positioning) and PPC positioning (paid advertising). Because there is no doubt that users search on Google, but… do they really click on Google Ads? Do users not opt for organic search results? To answer these questions, you just need to consult Google data. According to the latest Google report (2017), more than 50% of internet users do not recognise PPC ads in Google’s search results. In addition, 97% of Google's revenue comes from Google Ads. Then, it is clear that users click on Google Ads. In fact, Google Ads is the online advertising platform which offers the best results to its advertisers. By results we mean ROI (Return On Investment), and not the number of clicks ads generate. Since… where is the sense in getting many clicks and no conversions? For all these reasons, when it comes to Google Ads Management Services, we recommend that you hire a professional PPC agency to make sure your investment is in the most capable hands.
...always as a complement to SEO, never as the main strategy!
When hiring Google AdWords Management Services to advertise your business on Google, you should bear in mind that your PPC agency not only must know how to create and optimize ads campaigns, but also it must make sure it is targeting the right user profile. If not, you will get no results from your Paid Advertising no matter how much money you spend on it. To avoid this, your Google Ads Management Agency should do a thorough analysis of the current market situation and the competition.
Identifying in which particular situations your products or services are required is vital when starting your Google Ads campaigns, as it will allow us to:
With all this information we can establish your marketing strategy to help you achieve your objectives. On the other hand, it will also help us make the right decisions when it comes to creating and optimizing your PPC campaigns.
Our Google AdWords Management Services are much more than just creating a PPC campaign. Once we decide your strategy and configure your PPC campaign, we check the results it offers to know if it is working as expected. As a consequence, we check the different keywords to make sure we chose the right ones, as well as we analyze its performance in different devices, locations, positions, etc.
On the other hand, it goes without saying that it is also convenient to track conversions in order to see what happens after users click on your ads, since it is highly important to know if they finally purchase your product or contact you. Thanks to this conversion tracking we can understand users’ behaviour and discover if there is something that needs to be changed… or even if it is necessary to change your marketing strategy to get better results. Google Ads is an online advertising platform and, like any marketing tool, changing course is sometimes the wisest thing to do. And that is not an error. The real error is to keep using something that does not work.
When we offer our Google AdWords services, one of the main concerns we focus on is whether it is worth investing in this type of advertising, as Google Ads is not profitable for everyone. However, if Google Ads works for you and we see that thanks to our PPC campaigns you have more customers, our next concern is your monthly spending on Google AdWords, as PPC campaigns are activated 24 hours a day.
Is it possible to make the CPC (cost-per-click) cheaper? In most cases, the answer is yes. It is possible to lower the cost while maintaining the same position because Google not only takes into account your CPC (cost-per-click) when ranking but also your quality score. Your quality score is the score Google assigns to your website based on how relevant it is for that search query. In short, Google wants to give users the best possible option, and if your website is appealing and well done, you will be rewarded. Thus, if we increase our quality score, we will pay less per click. This is where optimizations come into play.
The key to lower spending on Google Ads is precisely to have a good website. For this reason, it is vital to do all the necessary optimizations so that Google considers that users will have a good experience on our site. That is, Google rewards the effort we make on our site to make things easier to users when navigating. In this sense, a web audit is the best way to know if a website is fully optimized since the information we collect lets us know if the pages load fast, if they adapt to different devices and browsers, if there are errors in the code, etc.
Nevertheless, when we talk about optimizations we refer to both web and campaigns optimizations, as we can also optimize campaigns to reduce the CPC (cost-per-click).
There are 6 different Google Ads campaign types Google puts at our disposal:
Do you need Google AdWords (Google Ads)? Have you already tried advertising on Google Ads and did not work out as expected? If you want us to help you with your PPC campaigns, do not hesitate to contact us!