Paid search advertising

Getting your website to the top of Google's first page is extremely hard and time-consuming. If you want to get there fast, then Google Ads is the only way to achieve it.

Google Ads (AdWords) Marketing Specialists

Google Ads, previously known as Google AdWords, is Google's pay-per-click (PPC) advertising platform, otherwise known as paid search or sponsored search. It is one of the most targeted, powerful and dynamic advertising mediums in the world. It is also one of the most competitive. Without a keen understanding of pay-per-click management features such as biding strategies, a/b testing and keyword selection, many companies are overwhelmed and often spend too much for few conversions.

What Is Pay Per Click Advertising?

Pay-per-click advertising, or PPC, is pretty simple: search engines, like Google, allow businesses and individuals to buy listings in their search results. These listings appear as an advert alongside the natural, non-paid search results and are sold in an auction. You then bid what you want to pay for a click on the advert. Bid the most and you have a chance of ranking number 1 in the sponsored search results. If someone clicks on your PPC listing, they will arrive at your website and you are charged the amount you bid.

When you create your advert, you tell the search engine what keywords you want that advert to come up for in the search results. They will then indicate the type of price you will need to pay to get a high position – this is called the cost per click, or CPC. This cost will vary for every keyword and every website and depends on a number of factors, including; the competition for that keyword or how well your website is optimised for that keyphrase.

The resulting advertisements are called sponsored links or sponsored ads and appear above or beneath organic results on search engine results pages. Most major search engines have their own PPC platform and Google Ads is simply Google's version of this.

Should You Invest In Google Ads?

When it comes to pay-per-click marketing, there really is nothing quite like Google Ads. With over 90% of searches performed on Google in the UK alone, if you want to drive targeted traffic to your website, then Google Ads is definitely the best place to start.

Whether you knew it or not, you have most likely clicked on Google’s paid advertisements at some point. These ads are strategically placed to entice visitors like you into clicking on them in hopes of finding the most relevant information related to your search.

Unlike the organic, or non-paid, search results, Google Ads gives you a lot more control over who sees your listing and the keywords that your website comes up for. By setting your ads to only show to people who live in certain towns and cities, as well as particular days and times, you have a much higher chance of reaching the people who will actually turn into a paying customer.  Google’s paid advertising system generates billions of ad revenue for Google and its publishers for one main reason….it works!

The problem is, many website owners who have tried PPC themselves have found it expensive with little return. But, this is only down to a lack of experience and understanding of how the system works. When a pay-per-click campaign is properly set up, professionally managed and optimised correctly, then it can be one of the most cost-effective forms of online marketing.

What's Best, SEO Or Google Ads?

This is a great question and one that we get asked all the time. The most ideal way of coming up in Google's search results is via their natural, or organic, search listings. This is simply because you don't have to pay Google for the privilege which can be achieved through search engine optimisation (SEO).

However, over recent years, getting to the top of the search results naturally is continuously getting more and more difficult. Although it is the best way to get that number one position, it takes a long time as you have to earn your way to the top which can take months and years of hard work. However, once you eventually get there, you will find that you should stay there for the long term and don't need to pay Google for it.

For some businesses, they simply cannot afford to wait for SEO to take effect and want to get straight to the top very quickly. If this is the case, then Google Ads is the only way to achieve this. Although it works out more expensive in the long run, it does generate results a lot faster and therefore pays for itself a lot quicker. So, when it comes to a short-term search marketing solution, Google Ads is a serious option to consider.

Here at Improve Position, we often advise our clients to invest in both a mixture of Google Ads and SEO as a way to dominate the search results both for the short and longer-term. Google Ads and SEO complement each other perfectly, for these main reasons:

Google Ads Is A Great Way Of Testing Keywords Quickly

As SEO can take a minimum of 6 months to take effect, this also means you could be waiting 6 months to find out that the keywords you are focusing on are not those that generate the most conversions. SEO is a lot of trial and error and by using Google Ads to quickly test the effect of various keywords, you can usually find out what keywords work and what don't, ready for you to base a long-term SEO strategy around.

Google Ads Brings In Results A Lot Faster

If you can't afford, or simply don't want, to wait months to see returns from your SEO spend, then Google Ads is the perfect way to get immediate coverage and traffic whilst you wait for SEO to take effect. The quick revenue you see from Google Ads can then help to fund your SEO efforts. Once SEO starts to kick in, you can always reduce your PPC budget as you will no longer need to pay to be at the top.

Effective SEO Helps Reduce Your CPC

Google decides how much you need to pay-per-click, known as your cost-per-click (CPC). They look at a number of factors when doing this, including the quality of your landing page text and the overall authority of your website in organic search. Therefore, SEO can help lower your Google Ads costs by ensuring your landing page is well optimised for the keyword you want to pay for and that your overall domain authority is healthy.

As you can see, Google Ads can be a hugely effective pay-per-click marketing solution, but for it to give you a good ROI, it must be managed properly. If you don’t have a full understanding of how the Google Ads system works, you can end up overpaying for clicks and receive traffic of low quality that doesn’t convert. The result can mean that you end up paying a lot of money, for no return at all.

Reviews That Speak For Themselves

Paul Robinson
Paul R.
00:20 21 Mar 20
Improve Position has completely delivered everything I could have hoped for.Michael Hutton told me up front what he was going to plan to do.He delivered this. On time.On specification.Mike was easy to work with, responsive and he knows exactly what he is doing.If I need more work of the same, I will not be looking beyond Michael Hutton and Improve Position.Paul
Claire Rich
Claire R.
09:51 06 Feb 20
I have been using Mike's services for Website and SEO for around 5 years now and can honestly say he is an absolute pleasure to work with. Mike is a true professional who really knows his stuff. We have worked on many projects together and he is always willing to explain things in a clear, concise way. He is a great Project Manager who is honest, reliable and trustworthy in an industry where there are plenty ready to take your money and do very little! Mike has good attention to detail, nothing is ever too much trouble and he always gets the job done. I would highly recommend Mike to anyone who needs a true Expert to make a complex subject such as SEO simple and to deliver a great service.
Matt Rowan
Matt R.
18:40 04 Nov 19
Improve Position have been a long term collaboration with us, and I highly recommend them for continued SEO and digital marketing services. Their close relationship with clients, and level of detail and advice make them really stand out. In short they passionately care about the work they produce and about the success of their clients.

Google Data Studio Screenshot

Real-Time & Interactive Reporting

Presenting you with monthly reports on the progress of your Google Ads campaign is one of the most crucial steps we take. However, we take reporting to the next level.

We understand that there is no perfect reporting tool out there and Google Ads on its own is a minefield. Off-the-shelf reports either give too little information, too much information or even worse, information that isn't really useful to the client. That is why all our Google Ads reports are custom-built and unique for the needs of each individual client using Google Data Studio.

Google Data Studio allows us to pull data from Google Ads and display it in the most useful way. The reports continuously update in real-time and are fully interactive, which means they can be used at any point to analyse aspects of your campaigns performance and conversion trends.

Why Most Google Ads Campaigns Fail

The main issue we see time and time over, when client's attempt to manage their own Google Ads campaigns, is the amount of money they waste. Our Google Ads Management service aims to not only increase the return you get from your ads spend, but it is to also help reduce your overall spend in general.

Many people end up wasting money with Google Ads due to the fact that they do not manage the keyword match types correctly - to read more about keyword match types, visit: About Keyword Matching Options.

Although there are various keyword match types available in Google Ads, all of which we would advise you on, the default is the broad match. Broad match campaigns offer maximum visibility but also allow your ads to show for misspellings, synonyms, related searches and other similar variations. This, unfortunately, means that Google may end up showing your ads for keywords which it thinks is relevant, but in reality, isn't.

Therefore, if someone isn't actively monitoring the search terms that trigger your ads on a regular basis, you can end up spending loads of money on keywords that are not relevant and you may not even be aware of it.

A big part of our Google Ads Management service is to keep an eye on any irrelevant keywords that trigger your ads and ensure they are added to a negative keywords list. This then ensures that your ads are never shown again when someone does a search that includes that negative keyword. The end result is that as your campaign grows, it will become increasingly more focused and accurate, generating more return for less spend.

Professional Google Ads Management

Here at Improve Position, we believe that Google Ads can work for any type of business, no matter on your size or budget. Whether you are new to pay-per-click advertising or already have Google Ads campaigns set up that needs improving, we can help.

Our friendly team of professional marketers know that Google Ads is something that can never be left on its own to do its thing. To get the best return, you need to keep a close eye and make continuous adjustments to your campaigns on a daily basis.

When choosing us to manage your Google Ads campaigns, you can expect the following:

PPC Keyword Research

Negative Keyword Management

Creative Ad Copy Creation

A/B Testing Of Ad Variations

Higher Returns For Less Spend

Bespoke & Interactive Reporting

For more information on our Google Ads Management service, get in touch with us today and we can talk you through your options, advise on the kind of budget you would need and the management costs involved.

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