HOW DO GOOGLE ADS WORK?
how we take a advantage of google's power
As we mentioned above, Google Ads work on a pay per click basis. You only get charged when your ad is clicked on by a potential customer. This is one of the key differentiators between Google Ads and other forms of digital advertising, (such as banner adverts) where you’re charged by impressions, or the number of people who see your ad, but may take no further action.
When you place an advert on Google, you’re asked to bid on keywords. These are the words and phrases someone is likely to be using when they search for a product like yours. This might be something like ‘best washing machine’, ‘tax accountant in Cape Town’, ‘sushi restaurant’, etc.
This is where market, keyword, and competitor research become really crucial. You don’t want to waste money on ads that bring in the wrong kinds of traffic. You want to tailor your Google Ads not just to your ideal customer persona, but also people in the right geographical areas, and with the right demographics to suit your offering. Because you pay per click, each click that doesn’t result in the visitor taking the specific action you want them to is money down the drain.
It’s for this reason that so many businesses turn to a Google Ads management company like Exhale Digital for help. Without a solid understanding of the Google Ads platform and the expertise to analyse and leverage consumer habits, Google Ads can get really expensive. Worse than that, you might not have much to show for the money you’ve spent.
10 WAYS OUR GOOGLE EXPERTS CAN HELP
HELP YOU GROW YOUR BUSINESS
Aside from all the above benefits, Facebook marketing also makes it easy to control your ad spend, and gain incredible insights through their detailed analytics. Our expert team analyses and utilizes this data to make continuous improvements and adjustments to achieve sustained growth for our clients.
We have experience working across dozens of different industries, and with companies of all sizes – and we bring all our collective knowledge and experience to the table to create advertising campaigns that we’re genuinely proud of.
One of the most powerful aspects of Google Adwords marketing is its ability to match consumer intent with relevant offerings. Reach people who are genuinely looking to buy what you’re selling.
Choose to have your ads displayed to potential customers in your area, during your operating hours. You can even target consumers searching on their mobile devices while they’re in close proximity to your premises.
Our Google AdWords specialists are pros at finding untapped potential and keywords your competitors aren’t taking advantage of. We’ll help you level the playing field and compete with the most established brands.
Effortlessly track ROI, sales and conversions, interactions with your brand, incoming traffic and much more. We use this data to continuously adjust and improve your Google Ads strategy.
Thanks to built-in financial controls, you can rest assured we’ll keep your campaigns in budget. No nasty surprises and unforeseen expenses here!
Do you offer several distinct services or lots of different products? Exhale Digital can tailor make individual Google Ads campaigns for each.
Use eye-catching visual ads to stand out, and remarket your offering to users who’ve already expressed interest in your products.
We learn what your ideal customers respond to best and why, so we can continuously improve your traffic quality and ROI.
With Google Ads, you’re advertising to people who are actively looking for what you’re selling.
Because we’re also one of South Africa’s most trusted SEO agencies, we’ll help you ensure potential customers aren’t just visiting your site, but actually converting into sales.
GOOGLE BIDDING PROCESS
UNDERSTANDING HOW IT WORKS
The more competition there is for a keyword, the more you’ll have to pay per click. The higher you bid, the more likely it is that your advert appears on SERPs. You’re also able to allocate a set budget, so you don’t get nasty surprises down the line! Finding the sweet spot here is very important. Bid too high, and your ad spend will get used up too quickly. Bid too low, and you risk your ad not being seen at all.
Google only displays a limited number of adverts per page. Each time a user performs a search that triggers relevant ads, numbers get crunched in the background, and a bid winner and runners-up are selected. These are the ads that get displayed, and if the user clicks one of those ads, the business gets charged the amount they bid.
Once their ad budget is used up, they fall out of the auction. This gives other companies who bid lower the chance for their adverts to make it onto results pages too. You can therefore choose to take an aggressive approach and bid high, or play more of a long game. That’s why our Google Ads experts in Cape Town, Hermanus and the rest of South Africa take the time to understand your individual business goals, and craft a customised strategy designed just for you.
We can even set your Google Ads campaigns to run only at specific times. This can be extremely useful, for instance, if you’re in competition with international companies in different time zones. Creep up on the enemy while they’re sleeping! Another example might be a restaurant or hair salon, which wants to attract customers only during their operating hours when they’re available for bookings.
This is a somewhat simplified version of what goes on behind the scenes, as Google also uses a set of algorithms called Ad Rank to decide on who gets the top spots. If you’d like to find out more about how that works, we’ve addressed it in our FAQ at the end of this page. We also cover aspects like longtail keywords and split testing.
However – in a nutshell: Using Google Ads is not difficult. But using Google Ads right is an entirely different story.
