You want your prospects to find your website, right? One of the best ways to be found is to run ads on Google's giant advertising network—Google Ads (formerly Google AdWords). This allows you to put your ads in Google's search results, and in banner ads on other websites across the Google Display Network.
Google Ads, also referred to as PPC (pay-per-click) advertising, is a measurable, accountable, and flexible way to get leads. Unlike using SEO to increase organic search, PPC advertising provides full control over when and where your business is shown on the Google search and display networks. Because of this, Google Ads can be a highly targeted, cost-effective way to advertise your services online, and always know your ROI.
Google Ads gives you the ability to drive targeted visitors to your website on a pay-per-click model. Basically, you’re paying Google for a share of traffic to your website. The real value to PPC is that there is a nearly unlimited number of ways to target your prospects—giving you full control over the costs you incur. Knowing how to target prospects effectively could be the difference between profitable advertising and wasted spend—which is where we can benefit your company. We'll help you by:
- Defining your audience and target geography
- Performing keyword research relevant to the services you offer
- Developing media budgets, goals and benchmarks
- Creating ad copy and graphics exclusive to your company
- Managing search, display, and/or remarketing campaigns
- Optimizing campaigns (bid optimization, split testing ad copy, conversion rate optimization analysis, etc.)
- Providing monthly reporting so you understand how your campaigns are performing and exactly what you're paying per lead
Google Ads search campaigns allow you to show your company’s advertising in SERPs (search engine results pages) on both Google and their search partners. This provides you the ability to capture prospects as they’re actively searching for the products or services you offer. For example, if you're an IT company, you might be targeting users within a 20 mile radius of your business searching for managed IT services. A Google Ads search campaign can help ensure you're found when your prospects are looking online.
Google Ads display campaigns offer diverse targeting options. With contextual targeting, you can advertise your services on specific websites, in specific categories, based on life events, or other custom combinations of audience targeting. For example, you may want to place a banner ad on Yelp.com whenever a user within a 20 mile radius of your business is looking at the business listing of a competing company. Or you may want to show ads to all users across the US who have shown interest in buying your product based on their searching and browsing history.
Remarketing lists are a way to advertise your company's products or services to recent website visitors, or warm leads. When a prospect visits your website, they are added to your remarketing list(s), which enables you to serve them relevant ads across the Google Display Network (GDN) as well as better cater to them on the search network for future relevant searches. These audiences can be customized to target users based on criteria, such as visiting specific pages on your website, whether they became a lead, and more.