Through the Google Ads online advertising programme, you can create online ads to reach people at the exact moment when they’re interested in the products and services you offer. You choose where your ad appears, set a budget that’s affordable for you, and you can easily measure the impact of your ad.
Smart Campaigns vs Search Campaigns
If you are managing your ad campaign yourself, the chances are you have probably signed up to run a Smart Campaign, which is ideal if you don’t have any experience in online advertising, because Google will pretty much manage it for you.
However, the tools available to customise your Smart campaign are pretty limiting. You will have much less control over keywords, targeting, extensions, bidding, where your ads show and the level of detail you see in reports.
Search Campaigns allow you to have full control over your ad campaigns. You will also have access to other specialised campaigns, settings and features.
You can choose the keywords that help decide when your ads show, you can set a daily budget, how much to spend on each click, and where your ads show. You can also create bidding strategies that work to achieve your desired goal, whether that be to drive sales, generate leads, increase website visits, or build awareness.
That said, if you do not have experience with managing Google Ad Search Campaigns and don’t know what tools to use to fully optimise your campaign, then it is advisable to seek the help of a Google Advertising Specialist who can manage it for you and ensure you get a good return on your investment.
How does Google rank your ad to display for relevant searches?
Every ad is entered into an auction before being displayed in search results. Google decides which ads to show and how they are positioned by calculating ad rank for every ad in the auction. Ad rank determines your ad position and whether your ads are eligible to show at all.
Generally the ad with the highest rank will get ad position #1, the 2nd rank will get position #2 and so on.
Ad rank has 5 factors:
1. Your bid – the maximum amount you are willing to pay for a click on your ad.
2. Quality of landing page and ads – relevancy, how useful it is to the user.
3. Ad rank thresholds – quality guidelines to achieve so an ad is eligible to display.
4. Search context – persons search terms, location, device and other signals
5. Impact – how ad extensions and additional info shown with the ad will impact your ad’s performance.
How bidding works
Google ad auctions use both quality and bid to determine your ad’s position. So even if your competition bids higher than you, you can still win a higher position – at a lower price – with highly relevant keywords and ads.
You’ll often pay less than your maximum bid because you’ll only pay what’s minimally required to hold your ad position and any ad formats shown with your ad, such as sitelinks. The amount you pay is called your actual CPC.
Choose an Automated Bidding Strategy that is aligned to your goal
There are different automated bidding methods available in Search Campaigns, which are designed to meet different objectives.
There are four main types of goals, and each type of automation is intended to help you achieve one of those four.
Here is how each type of automated bid strategy works:
Maximize Conversions: Automatically set your bids to get as many conversions as possible within your campaign’s budget, but without caring about the Cost Per Conversion.
Target Cost Per Acquisition (tCPA): Automatically sets your bids to get as many conversions as possible within your CPA goal, but with no target on volume of conversions.
Target ROAS (tROAS): Set your bids to generate as much eCommerce revenue as possible within your target.
Maximise Clicks: Automatically get the most clicks possible out of a certain budget.
Need help to get the best out of your ad campaign?
If you don’t feel your ads are helping you to achieve your business goals, or you don’t feel you are getting a good return on your investment, we can help.
Louise Cranstone at Whizz Marketing is a Google Advertising Specialist and Whizz Marketing is a Google Partner Agency. With Louise’s knowledge and expertise, she can review your campaign and provide recommendations on how to get it performing better, or she can take the reins and manage it on your behalf, so you no longer have to worry about bidding strategies, cost per click and impression share!
Whizz provides cost-effective ad management which includes a monthly report to show how it has performed. At Whizz we are totally committed to generating a positive ROI for our clients. Get in touch today! Call Louise on 01256 229073 or read more at https://whizzmarketing.co.uk/services/marketing/pay-per-click/