The type of strategy you use with AdWords will depend very much on the industry and niche your business is in, and also on the business objective you have.
Some companies have large advertising budgets and just want to increase the visibility of their brand, and get the most number of people seeing their ads as possible. In this case, display and remarketing campaigns would be the best choice. They may also want to advertise within mobile apps.
Other companies want the maximum ROI possible. Search advertising is often the most targeted form of traffic, as users are actively seeking out a service or product.This means you can get in front of them just at the right time once they have already performed their research and are just about to buy.
So in the case of an eCommerce company, selling for example "widgets" then the best strategy would be different forms of search advertising and remarketing campaigns. Google shopping is also a form of a search campaign, and shopping results will come up in Google. As YouTube is a search engine in its own right, video advertising also has a search setting.
Other companies may want a mix of different strategies, getting as many impressions as possible for their brand but also having as much targeted traffic as possible. Depending on budget, search, display, remarketing and video campaigns would be more applicable.
The cost of advertising within AdWords varies depending on the industry you are in, as different industries have different numbers of advertisers competing within Googles advertising auctions, and so have different levels of competitiveness. For example, the cost per click within the insurance industry is far higher than the cost per click within the cleaning industry.
Google also makes calculations based on the expected click through rate of your ads and the overall user experience of your website or landing page. This is called a quality score, and the advertisers’ quality score can drastically reduce the cost per click.
As Google business partners, who manage many clients’ accounts, we have a better insight into how much the cost per click will be, and so we can help clients make better decisions as to which platforms and campaigns to use. We can also help clients increase their quality scores, so getting them more bang for their buck.
We are also specialists in getting and targeting local traffic for local businesses.
Lastly, we like to talk straight and keep things simple!
Luckily we've done all the donkey work and ploughed through Google's online exams and literature, so you don't have too! We would be happy for you to profit from our expertise. Contact us at 07811 214444 for more information.
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