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Google AdWords - Search Ads for your Business

Published by Charles Brodeur

Google AdWords drives targeted traffic to your website, fast. Many times marketers use Google AdWords as a means to generate quality traffic to a website when it doesn’t rank very well in natural search results. Although this is true, and we recommend beginning every SEO campaign with customer-driven data, search engine users have come to put trust in a brand if they see your website in two places on search results, both natural and paid placement.

The benefit of having your site listed in paid search results is that you get to engage the user the moment they are searching for your product or service. Listed on search engine results in the form of Sponsored Links, your ad appears on a cost-per-click (CPC) basis, where you only pay for searchers interested in your product or service. Other advertisers will be bidding on the same keywords as you, so Google determines your ad’s position within the search results sponsored listings using Ad Rank Number.

Every keyword is assigned a CPC bid based on the competitiveness of that term. Your Ad rank number then equals CPC bid times the keyword’s Quality Score. Higher rank numbers equate to higher ad placements. Quality Score rewards you for quality Ad Copy and Landing Page content. Relevant Ad Copy and Landing Page content is rewarded with a higher Quality Score, which increases your Ad Rank Number.


  1. Campaign Planning

    During the planning phase, campaign constraints and measurable must be determined.

    • What are your campaign objectives?
    • Who is your target audience?
    • Who are your pay per click competitors?
    • How much time will be given to run the campaign?
    • What are the budgetary parameters to operate within?
    • What metrics will be used to measure the success of the PPC campaign?

    It is important to identify the most targeted keywords relevant to your offering, eliminating words that decrease ROI and don’t lead to conversions. With a proper keyword analysis, we make sure to identify the words or phrases important to your target audience.

    Note: Google AdWords advertising is a great keyword testing ground to determine search engine optimization keywords. If a keyword converts well in your PPC campaign, you can then incorporate that keyword into your search engine optimization (SEO) campaign.

  2. Landing Page

    Determining what pages to direct site users is critical when setting up an effective AdWords campaign. The difference can be success or failure. If you send users interested in a Shimano fishing reels to a generic home page that talks about all types of brands of fishing rods, reels, line, bait and the best places to fish, then you’ve missed that user’s engagement in a specific objective. Now they have to backtrack 2-3 steps in the buying process and find what they were really looking for. When users expect one thing and you give them another it builds sub-conscious mistrust for your brand because you didn't deliver on your promise. We will determine proper landing pages for prospective customers to make good on their expectations.

  3. Engaging Copy

    The purpose of this phase is to create relevant ads and site copy, grouped by each goal you want to achieve. When we write ad copy, it is important to speak directly to the consumer and appeal to their needs. Engaging ad copy will make your PPC ad stand out above your competitors. Secondly, we will begin to develop your landing page (or capture page). A landing page includes only relevant content; it is timely; it offers a solution to a need, and it engages a response from the viewer. Proper Ad Copy and Landing Page content increase your Quality Score and boosts your Ad Rank Number. A higher rank number can decrease your actual cost per click, place your ad above less relevant competitors' ads.

  4. Launch Campaign

    With profitable keywords determined, relevant ad copy written, and a high-converting landing page built, we will launch your pay per click advertising campaign. Once your ads are available to searchers, they can click on your ad to view your website landing page and decide whether or not to answer your call to action (whether it be purchasing a product, signing up for a newsletter or requesting a quote).

  5. Measure Results

    With every campaign launched, we measure specific elements to track success of the campaign. How many times your ad was viewed, the number of clicks it received, and how many people converted on your landing page are some of the elements tracked and reported on a regular basis. With sufficient data from search behavior, we use conversion tracking and reporting tools to analyze the data and base our decisions moving forward.

  6. Refine Strategy

    Once the data is analyzed, we can refine your campaign to generate optimal results. For example, your Click Through Rate (CTR) indicates whether or not we need to tweak your ad copy. Your Conversion Rate indicates how well your landing page is able to convert interested prospects into buyers. With that information, we are able to make decisions on how to refine your campaign to deliver greater ROAI (Return on Advertising Investment).

    Using foundational metrics such as Value per Conversion, we are able to identify your maximum Cost per Click (CPC) bid to consistently deliver conversions that are within your budget. Some keywords are so competitive that for companies with low margins, it becomes unprofitable to continue to bid on those keywords. In the Modify phase, we identify those unprofitable keywords.

Charles Brodeur
eCommerce Consultant
BigTurns Professional Services Ltd 
Vancouver, BC V6E 4R1

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