Why use Google Ads?

Google is the world’s largest search engine that is the pre-eminent choice by almost every country in the world. Google Ads refers to marketing your ads online using Google’s Search Engine Marketing (SEM) paid platform which appear above & below organic search results. If a member of the public or a business wants to find out about your business, the first point of call will be to try and search for it using Google. With Google’s complex algorithms, you don’t need to know the exact name of the business, only relevant keywords like its location (e.g. Richmond) or type of offering (Mexican food). Google uses this information to create an online auction in Google Ads for businesses to bid on those relevant search terms. The more competition for the terms, the higher the Cost Per Click (CPC). CPC’s vary significantly by industry and can range anywhere for 20 cents to $120 per a click! How your Google Ads campaign is setup, optimised and measured will have a big determinant on how much you are paying per a lead or per a sale.

To make your business more visible on the web, you need to integrate digital marketing techniques that will optimise your exposure and build sales traction. Digital marketing strategists constantly learn more about how Google functions so that they can assist their clients in the best possible manner. Google continuously improves its search functionality and those who understand how it works best can help their clients achieve better lower conversion cost and cheaper sales. Google Ads should always play a role in businesses digital marketing strategy as it should provide an instant boost to the business with a very measurable Return On Investment (ROI). When coupling a well run Google Ads campaign with Search Engine Optimisation (SEO), the opportunities for a business is extensive.

Being a Google Ads Agency, our clients trust us because we focus on delivery and results. We operate in a transparent and open methodology that allows you full visibility of your campaigns, conversions and costs. We will work with you to increase your sales, lower your cost per acquisition and improve your digital presence.

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What are the key questions to consider when crafting a Google Ads Strategy?

LOCALITIES

Which locations, suburbs or regions are we targeting?

Will we use different strategies based on localities?

Is our Google Ads strategy working with our SEO strategy?

BUDGET

What’s our budget allocation for Google Ads?

How are we splitting up our budget between campaigns?

Are we splitting budget between display, search and shopping?

RESEARCH

How much keyword research have we completed ?

What keywords are our targeting?

Where are the opportunities for our business with Google Ads?

SEM STRATEGY

Are we utilising one strategy or multiple strategies to win?

What sort of iteration strategy will we employ?

ADS SCHEDULING

Are we running Google Ads all the time or intermittently?

What strategies are we utilising to measure the effectiveness of our ad scheduling?

METRICS

How are we measuring success for Google Ads?

How are we aligning our Google ads results with business performance?

What is Google Ads? What is a Google Ads Partner?

How does Google Ads work?

You might be wondering how the Google Ads function works. When you search for anything in Google, there is a very high possibility that ads will be displayed above, to the right or below organic search results. These results are from businesses who have paid to advertise their business for relevant search results. Google operates a bidding system where businesses bid for the keywords that they want to appear in when searched through Google. This is a complicated and competitive exercise and engaging a digital marketing agency with knowledge of Google processes and systems will help.

A dedicated Google Ads Agency can help you develop a Google AdWords campaign that will elevate your business to new heights. You will gain greater exposure, sell more of your products, impress more people within your target market and have a greater conversion rate. The benefits of Google Ads can be significant if you accurately implement, monitor and optimise a campaign. Utilising Google Tag Manager (GTM) to setup conversion tracking for example will help you accurately understand the ROI. Running Google Ads requires a specific skill set and knowledge about the intricacies of the online bidding platform. As a result of the complexity around Google Ads, Google has setup a certified partner program (of which Sharp Instincts is a member). This certification recognises and endorses organisations that have the requisite knowledge and can successfully help customers leverage Google Ads solutions for the better.

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Why is Google Ads important for your business?

Digital marketing and advertising are activities that do incur cost and time. Most organisations set aside a modest budget for advertising and marketing strategy implementation every year. With more businesses opening, more products on the market and greater competition, everyone needs to be at the forefront of their marketing efforts. No longer is print marketing enough. Digital marketing is a necessity and if done correctly can propel your business growth. In addition to having a website or eCommerce platform, social media, videos or SEO, a Google Ads solution provides a unique instant lift in your sales or enquiries. This unique offering of Google Ads can help you reduce seasonality, expand your businesses reach in other areas or countries and lessen the need for sales staff.

We optimise your efforts for both desktop and mobile searches to ensure that every relevant search a user performs will help guide them to your business. Our team of experts will help you stand out with the latest techniques that we know deliver and position your business ahead of your competitors. If you want to know how we can help you, browse our website, read through our blogs and articles and ask us any questions that you may have. We partner with many organisations that want to improve their digital marketing efforts, and no task is too small or too large for us to handle.

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Why partner with Sharp Instincts for Google Ads?

At Sharp Instincts, we make it our mission to serve businesses who want to optimise their exposure on the web. We understand that marketing is difficult and want to make the process smooth and easy with our experience, skills and knowledge. We regularly work with small and large businesses and offer a customisable approach to suit your needs, requirements and expectations.  Working with an official Google Ads partner means you can be assured that we have the experience and expertise to deliver on your campaign.

At Sharp Instincts, we are familiar with the power of Google and how the various functionalities can be used to your advantage. We make these possibilities a reality and provide meaningful reports and advice so that we can steer you in the right direction. We will always operate in a honest and transparent manner so that you can make an informed decision for the business. For a confidential and no obligation discussion, call us on 1800 189 787.

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Google Ads (SEM) Frequently Asked Questions (FAQ’s)


How does Google Ads work?

Google operates an online bidding system where businesses bid for the keywords that they want to appear for when searched by users on their search engine. These paid ads are displayed either above, to the right or below organic search results. Depending on your campaign goals, Google will charge the business based on the clicks through to your website (Cost Per Click [CPC] model) or based on the amount of times you ads are shown (Cost Per Million [CPM] impressions).

Where do Google Ads appear?

Google Ads appear either above, below or to the right of organic search results. You can also find Google Ads on partner websites who get paid to showcase Google Ads on their website (e.g Gumtree).

What are key factors when determining a Google Ads (SEM) campaign?

Key factors in determining a successful SEM campaign include keyword research, campaign creation, consistent iteration throughout the campaigns and a clear measurement of success.

Are Google Ads (Search Engine Marketing) important for a business?

Google Ads (SEM) is imperative in driving customer acquisition to your business. Utilising Google Ads correctly can help potential customers find you quickly and cost effectively.

Should I use a Google Partner agency when choosing an appropriate business?

Google Partner agencies have completed a number of tests and skills checks which have enabled them to be registered with Google as a preferred partner. If you are looking for an agency that has expertise in this area we highly recommend picking one that has this accreditation.

Who are the top Google ads management agencies in Melbourne?

There are a number of Google Certified ad management agencies in Melbourne. Based on our results and our ability to consistently to lower clients Cost Per Acquisition (CPA), I would say Sharp Instincts is amount the best Google Ads agencies in Melbourne!

Does frequent changes in the budget affect campaign performance in an automated bidding strategy?

Frequently changing the budget negatively affects campaign performance and search impression when using automated bidding. The reason being that automated bidding involves using historical information to predict and appropriately bid for keywords. By constantly altering the budget, you are ultimately reducing the ability to successfully maintain a winning bidding strategy.

How do the bid adjustments work for an automated bidding strategy?

Bid adjustments for automated bidding campaign are run using Google’s machine learning based on what your campaign objectives. if you are using smart bidding strategies such as target Cost Per Acquisition (CPA) or maximise conversions then manual bid adjustments won’t work. If you wish to read more specifically about what type of automated bidding is allowed for your campaign, you can find that here.

Does a smart shopping campaign include a dynamic display ad type?

Yes smart shopping campaigns include a dynamic display ad type. The dynamic display will tailors your ads according to your Google Shopping feed.

How can you put the maximum Cost Per Click (CPC) limit for a target Cost Per Acquisition (CPA)?

You can put a maximum CPC limit through shared portfolio bid which will allow you to still meet your CPA requirements.

What is View-Through Conversion? How can it support Google Ads conversion data?

A View-Through conversion happens when a person sees an ad, does not click the ad, but then later subsequently complete a conversion on your site. Google Ads tracks these conversions as ‘many-per-click’ conversions that occur within 30 days from when the person saw your ad.

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