Google Quality Score
No Stone Unturned
Google Ads cost less if websites adhere to Google’s Quality Score guidelines.
Quality Score guidelines insist that your campaign provides high-relevancy targeting, an excellent landing page experience, and a seamless journey from impression to conversion.
Landing Page Experience
Your website is the end-point of all our paid search efforts and it needs to provide an exceptional experience for your customers.
Frequently Asked Questions
In the first few weeks of your Google Ads campaign, we look to fill gaps in the market. You can expect to see quick-wins to come from these in the form of certain keywords, products, and services. Alongside this, we cast the net broadly across all potential terms with the intention of finding out the level of competition we’re up against.
Competitive keywords require data-driven understandings and this comes with time and testing. Outperforming your competitors is a matter of metrics rather than spend, and it’s often the products and services that are most profitable, most in-demand, and most worth fighting for.
After these initial stages, we will have greater knowledge of your search landscape and we’ll re-strategise your budget allocations to increase the spend on ads that are performing best and decrease the budget on those that aren’t yielding optimal results. Alongside this macro management, we will continue to refine the specific Google ad groups or customer segments bidding, locational or time-of-day options, and other granular options.
Average ROAS for PPC across all industries is around 2:1. For every dollar spent, you can expect two in return, but this varies by industry. Some industries can yield 4:1 returns but it’s very dependent on your customers’ purchasing behaviours, ticket price, and other factors associated with your brand.
To a degree… probably. Small businesses can achieve successes by launching a Google Ads campaign themselves. However, dedicated Google Ads specialists are accountable to your ROAS and go to great lengths to ensure you’re several steps ahead of your competitors across all the metrics that contribute to a successful campaign.
A landing page is where an ad sends your customers. More often than not, these pages already exist on your website and perform other functions, such as receiving organic traffic. An e-commerce product page might accommodate both of these visitors well, but sometimes, it might be a good idea to produce dedicated PPC landing pages that sit outside of the permanent website architecture. Why? Because behavioural characteristics of organic traffic and paid traffic can be very different. Broadly speaking, a paid visitor spends a lot less time on a landing page, requires immediate calls-to-action, and won’t bother to read all the text that an SEO-focused landing page might require. In short… paid traffic is much more fickle than organic. We need to capture their attention (and their business) in the shortest possible time.
There might also be justification for producing landing pages for specific terms that don’t naturally sit in the permanent site architecture. For example, a number of our clients’ audiences search for keywords comparing their product to a competitor. This type of page mightn’t fit very well in a standard website architecture and navigation, so there’s good reason to opt for a standalone page.
Whether it’s a dedicated PPC landing page or a multi-purpose landing page, its design, development, user experience, and relevancy to the ad is paramount. You don’t want to pay good money for a visitor if they have little chance of becoming a customer once they get to your website.
A specialist ads agency will provide numerous other contributing digital marketing skill sets to your campaign: broad marketing strategy, website design and development, user-experience optimisation, reporting and interpretation. A leading Google Ads agency will take your performance to the next level.
Indirectly, yes. Paid search provides data that can inform an SEO strategy by offering granular data around visitors’ behaviours both on the search engines and on your website itself. It’s always beneficial for any digital marketing specialist to have as much data as possible to inform a multi-channel strategy, including SEO.
But does it directly affect organic search performance? Probably not. Google themselves deny any relationship between paid search and organic search, and none of the key SEO metrics that we track and optimise for are in any way affected by a paid campaign. That being said, it would make sense for Google to use its paid campaign data to judge whether or not there is value in sending a visitor to a particular website, be it from organic or paid, but up to this point it denies using it. Whether we 100% trust everything that Google tells us though is another story.
- We first assess your industry and your website to understand the best way to enter the market, be it a test campaign if your business is completely new to Google Ads, or a customised strategy if you’re already established
- Understand your products and services in their entirety, looking for UVPs and key selling points that separate you from the competition
- Understand your customer behaviour and their interactions with paid ads
- Determine whether the permanent pages of your website are suitable for converting visitors or if it would be best to implement dedicated Google Ads landing pages
- Setup and configure the Google Ads account, associated ad groups, and formulate a bid strategy, focused on low CPC and high CTR
- Launch, test, learn, repeat, report, until your campaign is running at maximum efficiency and highest return-on-ad-spend (ROAS).