AdWords Management in Auckland
AdWords is the best online advertising tool that currently exists. It also has a pricing structure that benefits your business as it is PPC – Pay Per Click. In other words, you only pay when you get a result. Your campaigns need to be set up and managed properly, however, to ensure you get a positive return on investment.
This is what we do at Marketing Hack, i.e. we’ll run your AdWords PPC campaigns in a way that gets you sales and delivers a return on investment for your business.
Our team of AdWords experts are Google Certified, plus they have extensive experience setting up, optimising, and managing AdWords campaigns for companies in a range of industries. This includes start-up companies, well-established family firms, SMEs, and corporations.
At any single point in time, we have hundreds of thousands of dollars of AdWords budget under our control, so you can trust us with your budget too.
Not only that, we’ll deliver real returns for your business. In fact, for every $1 you spend on a Marketing Hack AdWords campaign, you will get at least $2 in return – often much more than that.
So, whether you already run ads on AdWords, or you want to try this advertising channel for the first time, get in touch with us today. We’ll conduct a marketing audit of your business with recommendations on how to get the most from AdWords. This audit normally costs $1,000 but, if you contact us today, you’ll get it FREE.
What We Do
We use a well-established approach to AdWords campaigns. This approach focuses on results for your business which usually means getting you additional sales or leads.
We handle the whole AdWords process too, from researching the competition to researching keywords to writing the actual ads.
Plus, we help optimise your website to ensure you convert as many AdWords visitors as possible.
There are four main elements to an AdWords campaign in addition to many other smaller elements. The four main ones are:
- Keywords – these are the phrases used by Google searchers that are relevant to your business
- Bid – how much you are willing to pay per click
- Ad copy – the text of the ad
- Landing page copy and design – AdWords can get people to your website, but its your landing page that will convert them into a customer or lead
At Marketing Hack, we optimise each of these elements.
The Problem with Most AdWords Campaigns
There are two main issues we see with AdWords campaigns that we take over.
The first is campaigns that are not optimised. This often happens when companies run AdWords campaigns in-house. It is understandable when businesses do this as AdWords uses a reasonably user-friendly interface, and you don’t need any qualifications or special access to set up an account.
In other words, anyone can set up and start running a new AdWords campaign.
However, AdWords is an incredibly complex tool. This means it is easy to end up with a campaign that costs you more than it should. In fact, it is easy to find yourself in a position where the amount you must pay Google for each click is more than the profit you make on the sale.
This is, of course, ludicrous, plus it is the main reason why businesses stop using AdWords. Our AdWords and PPC experts, however, can fix your campaigns, generating a return on investment for your business.
The other problem we often encounter when we take over an AdWords account is campaigns focused on getting as many clicks as possible. Our clients in this situation usually complain they are getting lots of traffic to their website from AdWords, but they are not seeing a worthwhile increase in sales.
Again, this is a common problem that we correct by switching the focus of the campaign to conversions rather than clicks. Let’s look into this in more detail in the next section.
What We Focus On
As mentioned above, we focus on conversions at Marketing Hack when we run AdWords campaigns. After all, it is not value for money paying for lots of clicks when only a small percentage of those clicks convert into a sale.
If all you want are clicks, there are other digital marketing tools and strategies that will deliver similar results at a lower cost.
The main purpose of AdWords, however, is to deliver immediate sales. The only way to optimise your campaigns for this objective is to prioritise and focus on conversions.
Some of the ways we do that include:
- Targeting keywords with clear buying intent.
- Regularly reviewing and adding to the negative keyword list to minimise clicks that are not directly related to your business, products, or services.
- Creating urgency in the campaign to encourage the visitor to take immediate action. We do this using the ad copy as well as the landing page.
- Writing strong calls to action that are clear and precise. After all, it is not enough to hope that people will click on the Add to Cart or Submit button. Instead, you must tell them why they need to and then ask them to do it.
- Optimising your landing page to ensure it doesn’t have distractions. In addition, a good landing page should answer all the questions a potential customer might have, as well as delivering on some of the items above – having strong calls to action and creating urgency.
By doing all the above, we can present you with a headline result. That headline will be that you spent $X on your AdWords campaign generating you Y x $X in sales.
Understanding How AdWords Works
Most people will know that AdWords works on an auction basis. This means your campaign goes into an auction with the result of that auction determining where on the search results page your ad appears, as well as how much per click you must pay.
The AdWords auction is not an auction in the traditional sense of the word, however. In a traditional auction, the auctioneer’s goal is to get the highest possible price. Therefore, people place bids in an attempt to outbid other people who are interested in making the same purchase. This is the basis for online tools like eBay as well as auctions for things like cars, art, or property.
The amount you bid in AdWords is important too, but it is only one element. This is because Google has two objectives when it applies its auction to your campaign. Those two objectives are:
- To make as much money as possible – Google is, after all, a business. Like all businesses, it has a responsibility to its shareholders to make as much money as possible from all its products, including AdWords. Therefore, it is understandable that getting as much for each click as possible is something that is important to the company.
- Providing content that gives the best answer to the search queries of its users – the second objective is to deliver the best possible page to the user doing a search. This is the page that Google determines is the one that is both most relevant and that also has the best content.
Without the second point above, the top position on Google search results pages would always go to the highest AdWords bidder with little regard to the value this gives to searchers. Google fears this would turn people off its products.
Therefore, it uses a metric called Quality Score. This evaluates your ad, keyword, landing page, historical results, and more to determine the “quality” of your ad to the user.
This is then thrown into the mix with your bid.
The end result is that an ad with a lower bid can appear in a higher position than someone willing to pay more if the lower bidder’s quality score is better.
Our team at Marketing Hack has extensive experience getting 10/10 quality scores, reducing the amount you must pay per click and improving your return on investment.
How We Work
We follow a five-step process to set up your AdWords campaign:
- Researching your business
- Keyword selection
- Ad creation, targeting, and budgeting
- Landing page design and optimisation
- Split testing, measuring, and optimising
Let’s look at each of the stages in more detail
Researching Your Business
The starting point involves getting a solid understanding of your business, your products, your services, and your customers. We also get an understanding of the objectives you have for your AdWords campaign.
In addition to finding out about your business, we also research your competitors. This includes using a range of tools to check the keywords they target with AdWords campaigns. We also analyse those campaigns including auditing their landing pages and estimating the CPC they are paying.
This gives us another benchmark to work from, as well as giving us an indication of where your bid level needs to be.
The next stage involves selecting the keywords to target in your AdWords campaign. Again, we have a range of tools that we use to make sure this part of the process is as effective and efficient as possible.
There are a number of things we consider when selecting keywords including:
- Average monthly searches for the keyword
- The level of competition that exists for the keyword
- The estimated bid
- The intent of people who use the keyword
- The relevance of the keyword to the objective of your campaign
Part of this process will also generate an initial list of negative keywords. These are words and phrases that could potentially trigger your ads, but which are not relevant to your business.
Clicks resulting from these keywords are a waste of money. Adding them to a list of negative keywords, however, instructs Google not to show your ads on those search results pages.
Adding to the list of negative keywords is an ongoing process, but we get that process started as soon as possible.
Finally, our keyword research will also determine whether we use broad match, phrase match, or exact match targeting. Here’s a brief explanation of what those terms mean to give you an understanding of the importance of getting this setting right:
- Broad match – Google uses its widest net with this setting so targets any keywords it thinks might be related to the keyword on your list
- Phrase match – this smaller net restricts Google to only showing your ads when the search term includes the keyword
- Exact match – with this setting, Google will only show your ad when users search with the specific term you select.
Ad Creation, Targeting, and Budgeting
Ad creation, targeting, and budgeting is the next stage of the process:
- Ad creation – this involves writing the headline of your ad, the display URL, and the ad text in addition to any other elements that might be relevant to your ad. Our team has extensive experience in writing ads that get results. This means ads that capture the attention of Google search users, that stand out from other ads on the page, that are trustworthy, and that encourage people to click.
- Budgeting – this involves setting your bid for each keyword, the bidding strategy, and your overall budget. Much of the work for this part of the process is completed in the steps above.
- Targeting – this involves targeting the right people with your ads. Most importantly, it means showing your ads to people living in the right location.
This is the stage where we also set where your ads will run. The main setting is on Google search results pages but, depending on your business and objectives, we may also set your ads to run on Google’s Display Network. This means your website will appear on websites other than Google.
Landing Page Design and Optimisation
This is often one of the most neglected stages of setting up and optimising an AdWords campaign, but it is also one of the most important. Your landing page is essential to the Quality Score you get from AdWords, plus it has a significant impact on the conversions your ads achieve.
Our team can optimise your existing landing pages, or we can create new landing pages.
The best approach is to make your landing pages as specific to the keyword used by the searcher as possible. This often means having multiple landing pages, although we can advise you of that when we conduct your FREE marketing audit.
Split Test, Measure and Optimise
The final stage of managing an AdWords campaign is an ongoing stage. It involves running split tests. Split testing means running two versions of a campaign at the same time to see which one works best. You then make improvements and start the split testing again.
This process enables us to constantly optimise your campaign, reduce your CPC, and improve conversion rates.
In addition, we also provide you with reports on the results of your campaigns. These reports are easy to read, and they will provide you with all the information you need to measure return on investment.
If you have an eCommerce store, we can also run Google Shopping campaigns for you. These campaigns will show your products in the Google Shopping section of relevant search results pages.
This section includes the name of the product as well as an image, the price, and a star rating. In other words, Google Shopping results stand out on the page, making them high impact.
Another strategy we can use to promote your business, products, and services is through remarketing campaigns on Google AdWords. This involves adding a tag to your website that lets Google track the people who visit it.
We can then target ads at those people. They will see those ads as they browse other websites on the internet.
Our remarketing campaigns are a great way to stay front-of-mind, so potential customers think of you when they are ready to make a purchasing decision.
They are also a great conversion rate optimisation tool as they ensure you get the best possible result from your overall marketing efforts.
Our FREE marketing audit offer includes an analysis of whether a remarketing campaign is a good option for your business.
Start Improving Your AdWords ROI Today
When you get us to run your AdWords campaigns, you can be sure of the following:
- You will get additional sales and leads
- If you already run AdWords campaigns, your CPC will improve
- Your conversion rate will also improve if you already run campaigns
- You will get detailed reports that outline what we have done and the results we achieve for your business.
We have the skills and experience you are looking for. Contact us today for more information.
FREE Marketing Audit
Book your FREE marketing audit with one of our PPC experts today. We will evaluate your overall marketing and advertising strategy to see how an AdWords campaign can improve your results.
Your audit will also give you an indication of the budget you should set, as well as the return on investment you can expect to achieve.
Our marketing audits are normally $1,000, but you can get yours for free if you book today.