How to Choose the Best Google Ads Agency for Your Online Businesses
The main platform for search media to enhance conversions and drive visitors is Google Ads. Google Ads is one of the best solution and program for businesses to advertise on its many products and platform. Google AdWords is a marketplace where businesses pay to have their website ranked right with the top organic search results, based on keywords. However, did you know that it's also the trickiest to learn and the most challenging? You may depend on a wide range of goods to aid in the expansion of your business, including Search & Shopping, Display, YouTube, and more.
Branded search ads are where brands spend the most money on Google, according to our experience auditing accounts, in an effort to attract traffic that was already going to their website. Most of the money spent on these campaigns is ineffective.
Step 1. Would Google Be a Good Fit for Your Brand?
When it comes to working with brands on Google's online advertising platform, we frequently seek two things.
1. Is your company a specialized one with a sizable volume of searches?
2. Is your product distinct from those of your rivals and does it offer a distinct advantage? As an illustration, consider a pair of basic shoes with a unique color combination that makes them stand out from the crowd.
Businesses that fit this description are in an ideal situation for us to immediately rule the search market.
Step 2. Brand Analysis
You want to advertise with Google since you have a niche product. Where do you even begin with a product portfolio that includes Google Search, Google Shopping, YouTube Ads, and Google Display? We step in at this point. In order to gain a thorough understanding of your company, the competitive landscape, your target audience, and more, Web Science Labs' experts begin every relationship with an initial assessment.
If consumers know about your brand...
When dealing with a new customer that already has a presence, we can start from the ground up right away. To start, we'll concentrate on Google Search & Shopping as the main channel to generate immediate ROI and maximise the value of the current brand image. This enables us to create immediate income so that we may "reinvest" the profit into advertisements at the top of the funnel.
This exact situation involved a wholesale customer of ours in the apparel industry. They built solid relationships with shops like Nordstrom, Bloomingdales, and Neiman Marcus before partnering with us. Although these alliances assisted in generating high search volumes for the brand's name, it was the retailers—not the client—who seized and profited from the search volumes. We shifted ownership inside search and shopping to send people to the actual brand rather than the merchants selling it, which immediately enhanced revenue and ROI for our customer.
We changed the campaign parameters to benefit the actual brand rather than its partners (retailers, affiliates, etc.), who would have benefited from the high search volumes.
Should You Spend Money on Google Display?
Have you utilised all of your potential on social media? Do you desire to increase your top-of-funnel awareness? Google Display would be an excellent fit if so.
One of the Google product suite's channels that is the most misunderstood is this one. The ability to place banner ads across millions of websites has long been a potent method of user outreach, even though Google Display is an older network to advertise on.
Businesses nearly always approach us with limited display budgets intended solely for remarketing. But on numerous occasions, we have observed that this is the precise instrument a company requires to advance in growing its online presence.
Google display has a big potential for revenue if we can locate the money to make this channel work.
Can Google Shopping be expanded?
Are the products under your brand visually appealing? Do you have a competitive edge that might persuade visitors to click on your goods, such as low pricing or expert photography?
Whether Google Shopping, the leading Google e-commerce platform, will become your primary emphasis in your Google Adwords ads depends on all of these variables. For e-commerce companies, Google Shopping is virtually usually the most lucrative Google channel.
To get a better grasp of what potential buyers are truly looking for in search results, we'll first dive into the search phrases. Next, we carefully review the titles and descriptions of each product to make sure they contain the most popular search terms.
This is the crucial starting point for all that follows, even if it takes a lot of time and demands a great deal of expertise and precision. After this review is complete, we'll be prepared to optimize the shopping feeds, including the product titles, descriptions, etc. Additionally, we'll create a new campaign structure that makes sure we'll appear for the proper conditions and eliminate any waste.
Google Shopping is considerably different from Google Search due to its distinctive features, including the inability to bid on precise keywords. Additionally, in this field, Web Science Labs' distinctive methodology gains more and more value. The long-term success of Google Shopping campaigns depends on a variety of factors, including campaign architecture, data feed optimization, and a close relationship with SEO.
Does YouTube fit your needs as a platform?
YouTube can be a fantastic avenue to generate visitors at a reasonable price for businesses with compelling video content. One of the most effective targeting options is the ability to place video ads on well-known channels or by interest groups (or both).
We frequently observe YouTube's reach toward a highly relevant audience to be incredibly cost-effective.
Because of its many distinctive targeting options, YouTube is an obvious partner for Facebook Advertising. YouTube employs features like past search history to increase reach to our target consumers while Facebook's algorithm is quite effective at identifying them.
Step 3. Architectural Audit
It's time to get deeper into your brand audit after we have a better understanding of how the various Google ad solutions ought to function together.
Compared to other online advertising channels, virtually every product and channel offered by Google Ad has a significantly higher number of moving parts. We must thoroughly examine the campaigns, concentrating on how and when they should be segmented, and making certain that the overall account structure is exact in order to achieve long-term success and brand growth.
1. Does our ability to target effectively meet our needs?
2. Do our campaign-building tactics follow the right structure?
3. The segmentation of the account is right (brand vs. non-brand, by the network, etc.)
4. Do the little things that maximize achievement get the right amount of attention? Does our ability to target effectively meet our needs?
A strong audit won't concentrate on arbitrary information like the merits of a certain ad copy. Instead, it ought to be centered on best practices while delving deeply into structural discoveries that will unquestionably enhance performance. A good audit will concentrate on:
Developing specific keyword strategies
Preventing demographic underperformance
Ensuring the use of negative keywords and the prevention of "trash" from entering the account
You can rely on our professionals to examine more than 100 distinct details throughout an audit to make sure the account is configured for maximum success.
Step 4. Restructure your accounts
Most brands come to us with accounts that almost fully need to be rebuilt; we start with the most basic campaign kinds and work our way out.
The steps in our rebuilding procedure are as follows:
1. Examine all of the account's fundamental components, such as the audience, conversion tracking, attribution models, negative keyword and exclusion lists, and conversion tracking.
2. Convert any smart shopping campaigns into conventional campaigns. Our testing has shown time and time again that our regular shopping efforts are much more successful at growing accounts than smart shopping marketing (Google's proprietary shopping campaigns). If an account is already using smart shopping, our first move will be to rebuild those campaigns into ordinary campaigns that can develop.
3. Rebuild/Restructure brand search campaigns to achieve the greatest value.
4. Rebuild or restructure non-brand and rival search campaigns.
5. Incorporate Rebuild and Display campaigns into the account.
6. Examine and make any changes to any further YouTube or Display advertisements that are active in the account.
Google allows us to customise campaigns however we see appropriate, unlike Facebook. This essentially means that as soon as our Google Media Buying team restructures a campaign, we're prepared to rapidly gather any pertinent information required to improve our bids and keywords and arrive at a lucrative campaign structure.
To successfully advertise on Google, keep in mind that you are in control. But before you can truly start to drive revenues, you must first learn "how" to govern it.
Step 5. Leveraging a Holistic Approach
Your environment is prepared for testing and scaling once you've built up the framework, created fresh creative, and improved the website's UX/CRO. A solid first testing phase typically costs between $5,000 and $10,000 per month, depending on the preceding account spending. In order for the test to be deemed successful, a reputable Facebook Advertising Agency must hit solid benchmark metrics for CAC/AOV/Conversion rate. Your team shouldn't boost budgets unless KPIs are reliable. Scaling campaigns demands accuracy and innovation, which is why skilled campaign managers are aware of how soon you can rationally scale the budget and when it's appropriate to switch out the creative.