AdWords Frequently Asked Questions

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General

  • Google AdWords is Google’s advertising platform. It is a pay-per-click advertising model that requires advertisers to bid on keywords in order for their own clickable ads to appear in Google search listings when those keywords are searched.

  • There are a number of variables that will determine the success of your AdWords campaign. Two of the major influences include the competitiveness of the keywords you’re bidding for and the relevancy of the keyword in regards to its ability to convert customers. With the help of our AdWords campaign managers we’ll ensure your money is directed to the most relevant keywords and your ads are compelling, both of which will help your click-through-rate (CTR).

  • Your Google quality score is a metric used by Google to determine the relevance and usefulness of your ad. This is determined through a complex formula involving your ad’s click-through-rate (CTR), the relevance of your keyword, and the quality of your landing page. Ultimately, your Google quality score will determine your cost-per-click. If that sounds confusing, don’t worry. We’ve got AdWords experts who will talk you through the whole process in easy-to-understand terms.

  • The benefits of AdWords are far-reaching. As a way to gain instant online visibility, the immediacy of AdWords is able to increase leads, customers and conversions. It is a flexible marketing strategy with no lock-in contracts, allowing you the freedom to increase or decrease your spend over the growth of your business. While the targeted nature of AdWords keywords means you are attracting customers who are actively seeking the products and services you offer.

  • There is no magic figure for a daily AdWords budget. Some people suggest an AdWords budget should reflect 10% of a total marketing budget, but the beauty of AdWords is you set the terms yourself. Our AdWords campaign managers can help you determine a marketing approach and monthly budget that works best for your business.

  • Your ad may not be appearing for a variety of reasons:

    IP exclusion. Google uses your computer’s IP address to identify you. If it finds a pattern of your IP ignoring your ads, it will assume they are not relevant to you and stop displaying them. So while you may think your ads are no longer running, they may simply be hidden from you.

    You may have run out of available spend. This doesn't mean you have run out of budget, but available ad spend. Ask our AdWords specialists about the difference (they’ll appreciate that someone in their life wants to know).

    Your search history dictates your ad’s visibility. You aren't going to click on your own ad (why spend the money, you know your own website already), and you certainly aren't going to convert through your own site. So if Google understands that you are less likely to be useful traffic, you are less likely to see your own ad.

    If you don’t see your ad showing, don’t stress! Put it in the back of your mind, let our experts work their magic, and get ready for business to pick up.

  • It’s tempting to search for your own ad. Don’t do it! It could damage your campaign and we don’t want that. If you repeatedly search for your own ad but don’t click on it, you’ll send signals to Google that your advertisement isn’t relevant, which can lower your quality score, increase your cost-per-click and drive your marketing costs up significantly.

  • Managing successful campaigns is what we do. As experts, our campaign managers understand the latest Google AdWords trends, and with the digital landscape changing so rapidly, that can give you the edge over your competition.

  • Combining an AdWords marketing campaign with our organic SEO strategies is an integrated approach to marketing that will place your business in front of potential customers in an unmissable way. With greater exposure and greater brand recognition you increase your chances of securing more customers. It’s that simple.

  • You know a lot about your business. We know a lot about ours. Together we’ll make some magic. Our AdWords campaign managers work with you in a collaborative sense, gaining valuable insight into your industry, what you offer and who you are targeting. We’ll analyse your market and identify what keywords would best be utilised in your industry. From there we’ll be able to implement the most effective AdWords strategy for you.

  • CPC, or cost-per-click, refers to the amount your business will pay each time someone clicks on your AdWords advertisement. Think of it as an investment in your products and services. The best part of CPC is that the users clicking on your ads are already looking for a specific product or service and are more likely to convert into paying customers.

  • CTR, or click-through-rate, is the rate at which your advertisements are clicked. This figure is calculated as a percentage of the people who viewed your ad - impressions, who then went on to click your ad - clicks.

  • A conversion is an action taken after your AdWords advertisement is clicked on. These will change depending on the goals of your business. As any action valuable to your business, these may include a form fill or purchase, though a conversion can also include a download or a page view.