GOOGLE ADWORDS MANAGEMENT AGENCY
I remember when I finished my Marketing degree in 1996. I know, I know, thats a REALLY long time ago. The internet had just started to exist, Google hadn’t been formed yet, Facebook was still 8 years away and YouTube was 10 years away. I had spent my time at University learning, discussing and researching how to market businesses offline. All of the fundamentals of Marketing still remain the same but the methods today are very different and in my experience, VASTLY superior. That’s why we do Old School Marketing The Latest Way. I want to give you a few examples of how well Google AdWords works, but firstly I should tell you about some offline marketing I did before getting into the Google AdWords business and what a failure it was.Some years ago when I owned a couple of retail stores we decided to do some radio advertising on the local radio station. We signed up for a $3,000 per month budget, got our ad read professionally with some music and sound effects to ram home the point and away we went. Well, the first day the ads ran we actually had less sales than the day before. Not a good start. As the week and then the fortnight went by we saw an increase in sales. But I was left with the question hanging, “How much money did I get back from my Advertising?” I was asking myself a return on investment question. I had spent $3,000 and had no idea how much I had received back. So I cancelled the rest of the radio advertising and was left with a sour taste in my mouth.
Google AdWords Stories
I need to keep my clients information confidential, however I would like to share with you some data and the broad industry that the client is in.
Home Improvement Industry
This client is selling their products to average everyday customers looking to improve their home. Their industry is very well established with a lot of competition. When I say a lot, I mean A LOT! Let’s break the numbers down a little. This client spent $7,218.16 in a 30 day period on Google Adwords. For this they got 102,001 people to see their ads and 1,236 people come to their website, from these people they received 53 leads. This client’s average sale value is $3,000 and they convert 25% of their enquiries into an actual sale. The result is that they made $39,750 in sales. That’s more than 5 times return on investment. Here is an image to help explain this better…
Industrial Equipment Example
This client is in a B2B environment selling quite a niche piece of Industrial Equipment. So let’s look at this in some further detail. This client has a budget of $115 per day and have spent $2,888.69 in Google AdWords budget in the past 30 days. For this, 8,225 people have seen their ads, 295 of them have clicked through to the website and they have had 27 people contact them as a direct result. In other words, they have received 27 leads. They have an average sale amount of $20,000 and they are able to convert 50% of their customers into an actual sale. This means that for their investment of $2,888 they have received a return on investment of $270,000. Here is a visual example…
I guess I could give examples all day, but I will refrain. Suffice to say that we have similar stories from multiple industries. Contact us and we will work out how to help you get a return on investment in your industry.
- 6 years
- Google Badged Partners
- Strong ties with Google in Sydney
- Google Best Practice
We have been managing Google AdWords accounts for over six years, with clients from all sorts of industries, both big and small. We are also Google Badged Partners, which is the highest level of accreditation. It means we get invited to all of their training events and have access to all of their online resources. Most importantly we have our own Google Relationship Manager who we consult with several times a week. This means our relationship with Google will always help our clients get the very best Google AdWords results because we always use Google’s Best Practices.
“Integrity is very important to us.”
- Return on Investment
- Reach, Clicks & Engagement needs to lead to sales
- The landing page is crucial
Integrity is very important to us. We need to work with our clients to make sure we understand their business and deliver results that build their business. Our transparency in reporting and feedback means you know what is happening and we always do our best to help you understand how things are tracking.
Our whole paradigm revolves around Return on Investment. What are you getting for your investment? Your AdWords Reach and Clicks needs to lead to leads and sales. What is the point otherwise? The page that the customer lands on (the landing page) is a critical piece of the puzzle. In most circumstances we recommend building or rebuilding pages to make sure we maximise the web traffic we are receiving and turn them into sales.
Four Types of Google AdWords Strategies
Google Search Campaigns
The examples I have given above are Google Search Campaigns, they are the most common types of AdWords and perhaps they are what you think of when you think of AdWords Advertising. Here are some key points in the way we optimise your Google Search Campaigns…
- Reaching your customers at the right time on the right device
- Location targeting is becoming key – people are more likely
to engage with ads relevant to where they are.
- Mobile searches have grown significantly since 2010
- 50% of mobile searches lead to a purchase according Google’s research
- Up to 30% of searches have local intent – this represents an opportunity to increase footfall to bricks and mortar businesses.
- No matter what your marketing goals are – sign-ups, online sales, digital downloads or phone calls – your Return on Investment can be measured.
- It is even possible to specify how long phone calls should last before they’re considered conversions.
- Count calls as conversions with free call metrics.
Google Display Network (GDN)
This is a lesser known type of AdWords strategy. It isn’t used for direct conversions to sales, but rather is used for Branding and Exposure. It is ideal for massive branding, get your name, logo and message in front of hundreds of thousands of people for a relatively low cost. This is how it works…
“Reaching your customers at the right time on the right device is important.”
Google Display Network Targeting
- Keyword contextual targeting. Using relevant keywords to find websites on the Google Display Network that are relevant to your customers.
- Topic targeting. Choose topics that are related to your product or service and show your ads on the millions of websites that Google has in its network that are relevant to your customer.
- Placement targeting. Choose specific websites in the Google Display Network to show your ads on.
- Interest category marketing. Find interests that your customers may have, whether they be directly related to your product or service, or perhaps they are indirectly related.
- Demographics. Target people based on their age, gender, location and other demographic data.
- Remarketing. Use remarketing to show ads to people who have already been to your website.
- Similar users. Google can even look at your remarketing audience and build a list of similar users for you to market to. This can increase greatly your reach to new potential customers.
There are four phases to a customer’s buying cycle. Combining Contextual Targeting with Audience Targeting gets the best results
Display advertising can help build awareness, increase campaign reach, drive conversions and ultimately speed up the purchase cycle
- Remarketing allows you to reach people who previously visited your website, providing a powerful way to match the right people with the right message. E.g targeting customers who added items to the online checkout on your website but didn’t complete the purchase.
- You can show them these messages as they browse related sites across the Google Display Network.
- #1 online video site.
- #2 largest search engine (behind Google).
- #3 largest site.
- 4 billion + video streams per day.
- 60 hours of video uploaded every minute.
- 70% of YouTube’s traffic comes from outside the US.
- 72%* of US online population watch a YouTube video at least once per week.
- 52%** of people took action as result of watching a video online.
Reasons to use YouTube:
- Generate buzz
Raise awareness and interest in your brand.
- Provide education Inform new customers about your business.
- Build engagement Start a conversation with your customers.
- Drive conversions Increase sales and positive ROI.
Users can discover videos by searching:
- On your YouTube homepage.
- By entering keywords.
- By clicking on related videos.
- On the Google Display Network.
If you have an e-commerce website you can make the most of the Google Shopping platform. Advertise your products directly in the Google Search Results. Here are some examples…
If you believe that any of these methods or ideas can help grow your business, please feel free to complete the form to the right and we will be glad to help you to the best of our abilities.