It’s simple. Setting aside SEO, continuous advertisement via the use of sponsored links is the second most popular and reliable method of online advertising in the Google search engine. This process gives quick results, it has a wide reach, it’s safe and effective, but above all this method can precisely set the ad-targeting criteria. AdWords campaigns are therefore the perfect completion to SEO activities, and the two practices exquisitely complement each other, benefitting your website and your business even more.
Our strategy for the AdWords campaigns is very advanced, but the plan of action itself is actually very straightforward. First, we try to precisely meet all the search engine requirements, after all it’s the search engine that turns on the ad. So all expectations must be met. Then, we allow the ad to encompass a specific geographical location (showing up for a given region or a city). Finally, we dictate what sub page the ad will direct the visitors to.
The ads are then targeted at desired internet users who browse the internet for various services and products that match your business. As a result they will be faced with all of the information regarding your company and your offers.
Thanks to such individual campaigns we are able to create a high-quality website traffic, filling your website with genuine visitors that could become your customers, which of course translates into the company’s profit.
The biggest benefit of such campaigns is the fact that PPC (Pay Per Click) solutions can be arranged. This means that a counter will be added to the clicks on your ads, and you will only pay for the people that have already visited your page – so the potential customers.
What exactly does AdWords campaign conduction include?
- Thorough research and choice of appropriate keywords (those suiting your company) – which generates valuable traffic on your website, e-store etc.
- Configuration of the AdWords account and application of Google Analytics tools.
- Precise research and upgrade of the landing page i.e. assuring that your website will fulfil its attractive purpose, enticing the visitor once he/she lands on your page.
- Creation of the compelling campaign and the relevant adds. Also starting up the campaign and manage it throughout, making sure that it runs smoothly and efficiently.
- Monitoring of the budget and effectiveness of the campaign.
- Optimisation of the campaign and continuous development of economic modifications which help to increase the effectiveness of the project, and decrease the costs of the overall advertising.
Amid the duration of the campaign, we make sure that every element and undergone decisions serve their purpose. We believe in efficiency and satisfaction, and our AdWords campaign strategies are meant to bring profit and acquire you new customers, creating as much investment as possible. The number of clicks and views of the ads is not our primary goal, it’s the positive results and impacts of those clicks/views that matter.
What are the main advantages of AdWords campaigns?
- Expanded Range – Our campaigns reach everyone
More than 89% internet users regularly browse through Google to find desired companies and their websites, which offer relevant products and services. With the use of AdWords we are able to reach almost all local (UK) internet users that are looking for your assistance. In the UK, Google has limited competition – so if someone searches for services and products which relate to your business, then our campaigns will help them to quickly find you. This means that the satisfaction will be achieved not only for you, but also the customer, who won’t have to look for long before they finds a reliable and suitable business.
- Context Advertisement – We create a trusted ad directed at the right customer
The ad of your website will show up in advertisement boxes next to the usual search results made for special keywords/phrases. The ad is by no means directed at random people, nor does it show up in random instances. It only appears for customers who show interest in the services/products you offer. Many people assume that Google AdWords are nothing else than spam and wasteful pop-up advertising, but this is a common misconception. AdWords campaigns are certified advertising projects which actually target the right, specific audience – as a result it is more likely for them to observe the advert and get enticed. Compare this to all the other randomly-generated internet adverts, which get ignored by thousands on a daily basis.
What’s more, we have a complete control over the ad’s content, which means we can make it even more appealing among all the search results under given keywords/phrases. In other words, the ads we make and create can be much more precise and adequate compared to organic non-ad results. We directly hit our target audience and we know that our ads provide comfort rather than annoyance. After all, the internet user is more likely to respond well to an add which directly facilitates his/her search, and click on a suggested ad that fulfils their expectations and needs.
- Full Budget Control – You are free to modify and control your expenditures
The budget for the campaign is processed dynamically – this means that you’ll be able to change and modify the amount of spends you give towards the ads. A complete control over daily and monthly expenditures allows you to freely invest in only the most profitable ads. Each month you’ll receive a full report from us, detailing which ads brought you the most profit. This allows you, and us, to put extra focus on those advantageous ads. From start to finish the AdWords campaign evolves differently for each business, and we help you to craft a program that will bring a good turnout for you and your company.
The most important asset of the campaign is that you can notice the effects very quickly. In fact, the first results can be observed as quickly as 48 hours from the start of the campaign run. Therefore we guarantee that merely within weeks or months you’ll have a perfectly crafted campaign, and that each ad will allure hundreds of new customers, bringing you revenue and gratification.
- Measuring the Ad Effects and Stats – We provide a rich report on the progress of your ads
By connecting the AdWords campaign with Google Analytics (a programme which collects, tracks and reports online web data), we can precisely observe how customers respond to your ads, and how they behave when visiting your webpage. Such statistics can also tell us who moves on from the advertisement to product purchase on your webpage. But above all, thanks to this service we can directly see which group of ads generates the most profit and where the weak points emerge on the customer’s product/service browsing path. It can also be a great insight for you, showing you exactly which products/services are in demand and which are neglected.
To us, such detailed statistics aren’t just simple, meaningless numbers – this data can tell us a lot about your customers and your website. In other words, we can see what attracts online users and what disinterests them. In the long run we can observe this information and use this knowledge to modify our ads and webpages, allowing them all to be successful and prosperous. Thanks to this technology we can constantly make improvements and developments which result in effective advertising. But most importantly, all the analytics data is shared with you, so you can monitor the progress of the campaign. Your suggestions, recommendations and concepts are always vital; and our cooperation is meant to enhance and reinforce the positive results of the entire AdWords campaign.
- Quick Results – A great boost for the SEO process
When it comes to AdWords campaigns, the advertisements created by us can be activated within the search engines as soon as 24 hours after the campaign start up. The first results of the campaign can be visible soon after that. When it comes to SEO activities, at times you’ll have to wait much longer to notice any progress, especially when very competitive phrases are considered.
Additionally, an AdWords generated ad can direct a customer to precise landing pages, therefore their interest is immediately developed, and they aren’t forced to flick through the entire website to find information regarding a specific product/service. In terms of SEO, mainly the main website/store pages are given attention, and they are the focus of the SEO campaign – in other words, in SEO the main goal is to promote your business as a whole, not just individual products. This means that with AdWords you can be much more direct and precise when it comes to your promotion. In other words, you could think of an AdWords campaign as a short-term and specific promotion. Whereas SEO offers a long-term, yet general and broadened promotion.
What are the AdWords restrictions?
In spite of AdWords campaigns having many benefits for websites, there are nonetheless some restrictions that AdWords campaigns are faced with. For example, Google doesn’t always allow or even prohibits online advertising for specific websites, either due to their content or their market. The specifications and criteria vary, so it’s important that a thorough investigation of your website/business is launched before any project begins.
The competitiveness of the keywords/phrases is also a key factor that needs to be considered prior to campaign launch. After all, the higher competitiveness, the more difficult and accurate the advertising and online representation of your products or services will be.
Unfortunately, Google often refuses to invest money and time to promote the ads for less competitive phrases. In some cases, they will be showed, but under more general phrases. This can ultimately result in far less invaluable website traffic. Therefore if you have a company which relies on less competitive phrases, then perhaps traditional SEO activities will be a more effective, alternative solution for the online promotion of your business. Remember that SEO follows Google’s politics, but this method of advertising is by no means restricted nor limited by Google’s preferences. In other words, once you opt for SEO, the level of competitiveness of your keywords/phrases won’t affect the process of your promotion.
Lastly, it is worth mentioning that when an AdWords campaign is prepared, we must specify a group of phrases onto which we map and direct the ad. However, those phrases may be a large burden themselves. After all, it is the nature of Google and other search engines to generate entries even for some of the most complex user questions. Therefore some natural searches may generate website results with perfectly matching content, and thus our ads will be dismissed or neglected. In addition to this, very complex phrases cannot even be found in AdWords, nor is there an option to promote such phrases, due to a limited frequency of searches and low levels of competitiveness.
So as a whole, launching an AdWords campaign will most certainly be beneficial and advantageous for you and your company. However, you will need to bear in mind that there may be some obstacles throughout, or before this journey even starts. The information above surfaces all that you need to know regarding such limited, but nonetheless existing restrictions.
Fortunately, the Mapi Media Team is here to fulfil all your advertising needs and match all of Google’s requirements during this process. It’s our priority to create an advertising campaign that is efficient and rewarding for all parties, or alternatively present to you a number of other website-promoting strategies and solutions.
How does the PPC (Pay Per Click) ad model work?
It’s actually as simple as it sounds. Those who opt for an AdWords campaign have a chance to choose a very economic, PPC option. This allows them to pay only for the adverts that were clicked on by the internet users who browsed Google under specific keywords/phrases. This is a win-win solution for those who are intimidated by the advertising campaign, as you will be certain that only justified payments are made. Strictly speaking, your AdWords costs will be present only when a customer searches Google for a specific product/service/business, notices your advert, clicks on it and is directed to your webpage. Its as straightforward as that.
- How does PPC differ from CPC?
– PPC is a shortcut term standing for a (Pay Per Click) system. When this system is applied, a user of AdWords only pays for ads that have been clicked on by external internet users. This automatically directs the internet user to the designated webpage, and only then costs are registered with accordance to a special counter.
– CPC i.e. (Cost Per Click) means the same as PPC, in spite of holding a different name. CPC also determines the cost spent on an advert depending on how many users clicked on it, and were directed to an allocated webpage. CPC is considered as one of the main features of an AdWords campaign. After all, it is an economic and efficient way of gaining quick customers and investing in genuine website visitors, who have the intention of purchasing your goods or using your services. At no point during this process do we think that an advert and money spent on it is wasted. The key is to achieve the opposite.
- What is CTR?
CTR (Click Through Rate) is an advertisement click-recording system, whereby the percentage and number of clicks per ad are counted. A high CTR signifies a huge interest in our advertisement. It is also a very important indicator that our marketing campaign is becoming successful. It is one of the first elements applied prior to the AdWords campaign and tracked throughout.
- What determines the cost of a click?
It’s no secret that the costs of clicks on a specific advert may vary. There are a couple of factors that determine these differentiating costs:
- The Phrase Competitiveness – The costs depend on the max CPC/PPC that your competitors are willing to pay for their ads. It’s all about the revenue, and Google will offer the top ad spots to those who are willing to match the costs spent by competitors.
- Position of the ad and Results Page – if we want to our ad to show up as high as the first page of search results, we should be prepared for offer appropriate rates. In the end, the first result pages have the most views and the ads located in those highest positions have additional extensions that can attract even more customers; in turn providing higher CTR.
- The Quality Score – In other words, every single phrase (taking into account the content of an ad and the webpage it directs to) has a quality score from 1 to 10. The higher the rank, the more possible it is to gain higher ad positions, with cheaper costs, compared to the competition.
All of the above factors are connected and corelated. It is all those elements which have the biggest impact on the prices of clicks. They can also give us insight into where our ad could stand, in terms of position. We can also receive the quality ranking (which can change and always get better if our ad has an appropriate CTR.)
- What is AdWords campaign optimization?
Campaign optimisation represents a number of actions undertaken by our team, which aim to continuously improve the campaign. For example, effectively using the given budget throughout and creating the best possible results, bringing you customers and thus profit. The optimisation should be performed cyclically, based on information and data gathered from the existing campaign. New goals and targets should be set at all times. The optimisation for AdWords means that work is executed and monitored by our team on a regular basis, and that we use this time to revise our progress and develop a compelling, successful campaign.
- Why is regular optimization necessary?
It’s a simple answer. Yes. All target groups, markets and websites are very specific, and each one of them should have an individual approach. But above all, the promotion methods during AdWords campaigns constantly change and modify. After all, the online marketing and Google’s promotion regulations are constantly changing, so an AdWords campaign needs to systematically adapt to these politics to be fully effective.
Furthermore, our competition doesn’t simply sleep either. Once a campaign is launched they will also change and adapt their activities and policies to satisfy both Google and their customers. This should also be taken into account, as we should always aim to surpass and triumph over our competition. This can be achieved by making our ads progressive and dynamic. Such approach allows marvellous advert customisation that over weeks and months will reach the level of perfection. And it’s likely that the price rates will adjust too, but if it means that more potential customers are enticed and drawn in, then surely, it’ll be worth it.
- What actions are performed during campaign optimisation?
- There are four main procedures that are regularly carried out throughout the process of campaign optimisation:
- Phrase Modification – Adding/removing given phrases or adapting methods of pairing, with relevance of costs and effectiveness of the phrases in mind.
- Ad Content Modification – Customising the ads to make their essence as effective as possible. By studying the analytics, we are able to identify which designs/contents appeal to the viewers. These conclusions allow us to strengthen the overall composition, creating enticing ads that generate more CTR, and thus a better conversion rate.
- Landing Page Changes – Modifying the ad-links which direct a visitor to a dedicated landing page. We regularly adjust these connections to gain most efficiency.
- Change of Rates – For some advertisements, the increase of price rates can assure the most success. On the contrary, for other ads a decrease in price rate can prove to be the best solution, as expenses will be reduced. These factors alternate constantly, and we try our best to balance out and employ the most favourable and potent applications.
These are only basic elements involved in the process of optimisation during a campaign – there are numerous other, smaller activities which are employed and modified throughout the run of the campaign. All of them are significant, and their engagement allows for a successful development of an AdWords campaign, which in turn improves the quality of your website traffic.
- When should you invest in AdWords?
In general, it is recommended and advised to purchase paid links when your products or services cost over twenty pounds. However, it’s important to take into consideration that in some cases, a single click on your ad will send a potential customer to your website, and their attention could be drawn to other, adjacently exposed cheaper products and/or services. So sometimes it’s good to invest in AdWords for a couple of higher-priced products/services, but then customise their pages so that other, potentially more attractive options are in sight. A customer who repeatedly purchases products/services under £20 is equally as valuable as a customer who makes a single, more expensive purchase.
- How to calculate the cost-effectiveness of your AdWords campaign?
ROI (Return of Investment) is the primary determinant of the profitability of your AdWords campaign. When it comes to the campaign, it is calculated through a comparison of the income earned with the overall costs spent on the campaign. The calculation can be made based on the model presented below:
ROI% = (Profit – (creation costs + ad costs) / (creation costs + ad costs)
A score of zero usually means that the total costs spent on advertising have been paid off. Score of 25% means that everything has been paid off, and we even obtained 25% of additional profit. 50% will mean that we gained over half of the money that have thus far been spent on the ad, making our profit very attractive.
Unfortunately, when the ROI% goes negative, then it’ll be a good indication that the campaign is ineffective, because not only it doesn’t bring us any profit, it also loses money. But worry not, if this is the case then special adjustments and refinements can be made to fix this. In many cases (especially at the beginning), the AdWords campaign will take upon the trial and error approach – this will help us to explore numerous factors: when our audience is enticed, what kind of visitors we gain, who shows interest in our ads etc. Thanks to this, we’ll be able to apply various modifications to the ads and hopefully achieve the final success, ultimately increasing the overall ROI%.