Google Ads (formerly Google AdWords) is the platform that allows you to advertise through Google. The various types of ads include:

• Search Network ads: Appear on search engine results pages (SERPs) on Google and other search engines.
• Google Shopping ads: Photo-enhanced ads that direct people to your product pages from SERPs. Also called product listings ads (PLAs).
• Google Display Network ads: Distribute your ads across the web on a wide variety of websites.

Given that Google has, by far, the greatest search engine market share worldwide, a PPC campaign created for Google’s ad network is practically guaranteed to reach your audience.

With the help of a Google Ads specialist, you can be sure your PPC strategy is tailored to your unique needs, brand and audience.

Keyword Analysis

Your keyword lists are the baseline of your PPC campaign. These lists tell your ad networks the circumstances in which you want your ad displayed. There are multiple types of keywords to understand, including:

• Negative keyword lists: The words that you absolutely don’t want to target.
• Branded keyword lists: The terms that include names specific to your organisation.
• Long-tail keyword lists: Multi-word phrases that target nuanced search queries.

Your PPC consultant will help you choose the most appropriate terms to include in your strategy using the latest keyword research best practices and advanced tools.

PPC Bidding

Your keyword lists are the baseline of your PPC campaign. These lists tell your ad networks the circumstances in which you want your ad displayed. There are multiple types of keywords to understand, including:

• Negative keyword lists: The words that you absolutely don’t want to target.
• Branded keyword lists: The terms that include names specific to your organisation.
• Long-tail keyword lists: Multi-word phrases that target nuanced search queries.

Your PPC consultant will help you choose the most appropriate terms to include in your strategy using the latest keyword research best practices and advanced tools.

Creative Writing

Excellent ad copy is essential for getting the best return on investment in PPC. Even after you’ve mastered your keyword list and bidding strategy, it’s up to the searcher to decide whether or not to click on your ad.

The copy you include in your ad plays a huge role in enticing a user to click through to your website. Your Google Ad specialist will be able to craft compelling ad copy that draws readers in and encourages clicks.

They also understand how to utilise ad extensions to make your ad highly actionable. Ad extensions are additional opportunities to generate clicks. They appear as clickable links that display beneath your promotion. Some of the most common ad extensions include:

• Phone numbers: Allow mobile users to easily call your business.
• Site links: Bring users to specific areas of your site.
• Locations: Make it simple for users to enter your location into their favourite maps app.
• Reviews: Show off the positive feedback your customers have given you online.

Landing Page UX

Your PPC strategy must go beyond the ad creation and design. Your landing page has the power to make or break your campaigns, for several reasons.

First, landing page experience contributes to Quality Score. Your QS, in turn, helps determine when your ads are shown. Poor UX means your ads may be shown less frequently.

Second, the point of your ad isn’t to get someone to your site; it’s to encourage a conversion. The user won’t make that conversion if the desired action isn’t obvious, intuitive or easy to carry out.

Good UX for PPC ads means the landing page:

• Is relevant to the ad.
• Meets user expectations.
• Is easy to understand and navigate.
• Loads quickly.
• Looks good.
• Has a clear call to action.

Our PPC specialists work alongside our consulting, technical, editorial and graphic design teams to ensure your landing pages follow best practices and work seamlessly with your PPC strategy.

Remarketing, Retargeting and Syndication

It typically takes multiple touch points to inspire a conversion. Remarketing, ad retargeting and syndication through networks like Outbrain and Taboola are all additional opportunities to remind your audience of your brand and message.

• Remarketing typically refers to email strategy that targets people who have interacted with your site but have yet to convert.
• Ad retargeting using platforms like AdRoll will show users your ads that are most relevant to them as they browse the web.
• Syndication involves re-publishing your branded content on media websites to encourage readers to head back to your site and to expand your reach to broader audiences.

Major PPC networks reach millions of websites and apps. Our PPC consultants can help you find and engage your customers wherever they are on the web.