Explanation of Services
Precedent Designs has years of experience successully using Google AdWords for our Small Business Clients and we currently manage over $10,000 a month in ad spend. To help you better understand the services we provide, please review the following.
Campaigns
You can think of a campaign as your goal. Consider the following example:
- You own a pizza shop and want to increase the number of pizza deliveries in Broward County, Florida.
- Your campaign would then be "Increase Pizza Deliveries, Broward County."
Ads
Your ads are what people will see in the Google Search results. Using the "pizza shop" example above, one possible ad for this campaign is display below.
Example Ad
Consultation
It is important for you to communicate with Precedent Designs about your goals. It is equally important for Precedent Designs to know what is working and what is not working. Lastly, since your success is our mission, we also want to provide ongoing ideas and suggestions to make certain your advertising campaigns are a success.
For this reason, monthly consultations are built into every package.
- Phone consultations will be scheduled at a time that works for you.
- Phone calls be weekly or monthly, depending on the needs of the campaign.
Keyword Analysis
Precedent Designs will analyze the best possible keywords to use for your ads. Keywords are what the person enters into the search engine to find what they are looking for.
Continuing with the pizza shop example, using the keyword "pizza" is not effective because the person could be looking for pizza recipes or even the history of pizza. However, "pizza delivery near me" ensures the right people will find your ad.
Proper keyword analysis will ultimately help reduce your advertising costs and increase your conversions.
Ad Extensions
Ad Extensions display additional information along with your ad. These added features greatly improve your Click Through Rate (CTR).
Here are the main examples of Ad Extensions
- Location Information
- Phone Number
- Review of Your Services
- Links to Other Sections of Your Site
- Callouts - Example: "25% Off This Week Only"
Landing Page Optimization
Precedent Designs has a team of professional content writers that will compose 1 (one) new page per month, based on a topic / goal of your choosing. We will optimize the content on the landing page for the ad. This includes updating the meta title, meta description, plus the on-page headings, text, and images in order to improve the landing page.
An optimized landing page will increase your "quality score", thereby making your ads less expensive. Additionally, when a visitor lands on a page that has been optimized, they are far more likely to convert.
Learn More About Google AdWords
Google AdWords, by far the most popular PPC platform, should not be considered a way to buy traffic to your website; it should be thought of as a way to connect with people looking for your specific product or service.
The goal is reaching customers at the right time, on the right device. Google AdWords has the ability to drive a large number of customers to your business, so you should be prepared for an influx. Also, because there is potentially a great deal of money involved, you should stay on top of your campaign(s); do not think of using Google AdWords as a "Set It and Forget It" type of service.
Google Ads are Far Reaching
- Google was formed in 1997, and has since become a household term
- Google processes over 3.5 billion searchs every day
- There are other search engines, but Google is the market leader
- Google holds over 75% of the search engine market share in the United States
Audience Targeting
The main benefit to using Google AdWords is that you can place your ad in front of people that are actively seeking your product or service. This is the polar opposite from traditional "old school" advertising, where you would blanket a large population in hopes that a few would respond. Now you are targeting an isolated group of people, the ones looking up your business, and placing your well constructed ad on their screen.
- Ads allow you to show customers relevant information
- Your ads can also appear on other relevant sites
- You want your site to appear on relevant search queries
- People are looking for your particular product at this particular time
- They are already engaged as they are searching for your product; this means your content must be extremely focused.
- Google Ads all you to put your message in front of quality prospects at the right time
Because you can fine tune your target market, it is very important to build tailored landing pages. People want to see exactly what they are searching for. Therefore, you should be as focused as possible; do not try to cover all areas of your business with one ad.
Google AdWords can target ads based on users:
- Actions
- Devices
- Previous Searches
- Location
- Languages
- Previous Sites They’ve Visited
Frequently Used Terms in Google AdWords
- Ad Position - How high your ad ranks (#1, #2, etc)
- Click Through Rate - Percentage of people who see your ad and click your ad
- CPC - cost per click
- Daily Budget - The amount you set to spend each day on a campaign
- Impressions - How many times your ad appears in search results
- Keywords - Words or phrases you select to describe your product
- Max CPC - highest amount you’re willing to pay for a click on your ad
- Remarketing - continue to show people your ad on other sites after they've left your site
- SERP - Acronym for Search Engine Results Page
Improve Your Quality Score on Google AdWords
Think of improving your quality score as SEO for ads. While this is not a 100% accurate analogy, it's still an effective way to approach your ad optimization strategy.
When your ad is appears on a search results page, your quality score is being determined. This calculation occurs each time your ad loads, so the more your ad appears in search results, the greater the accuracy of your quality score. Therefore, ad optimization is especially important to consider when rolling out a major campaign - the more impressions your ad receives, the more of an impact it will have on your quality score.
There are a variety of factors contributing to your quality score in Google AdWords. The first thing you should always consider is if your ad is relevant to the page you are sending people. As an example, if your ad says Pizza Delivery in Boca Raton, but the page you take people to is about how you make pizza, then you will have a low quality score. But, if your page has relevant information, like a phone number to order pizza delivery, a form to order pizza, a menu of what you offer for delivery, addresses that you serve in Boca Raton, a map of your delivery range, a video describing how safe your Boca Delivery drivers are, etc., then chances are very good that you will have a high quality score.
Of course, this is not the only factor. There are other ways to improve your quality score, and Google considers a variety of factors, such as:
- Keyword Expected Clickthrough Rate
- Actual Click Through rate of your ad
- Account History
- The Quality of the Landing Page
- Ad Relevance
- Keyword Relevance
- Geographic Performance
- Ad Performance
- Device Type
Click here to see Google's complete explanation of how they determine your Quality Score.
A Good Quality Score has Many Benefits
Achieving a good quality score in Google AdWords can help an ad campaign in many ways. The best reason to work on your quality score is that it will save you money; the better your quality score, the easier and cheaper it will be for your ad to enter the ad auction. Listed below are four ways a higher quality score can improve your campaigns.
You can pay less for ads and get them to a higher position by improving your quality score.
How a Quality Score is Determined
A high quality score allows for better visibility, and more frequent visibility, at a lower cost. Your Quality Score is based on a variety of factors, including:
- Text and Content you use
- Is the keyword in your ad?
- Is the keyword in your landing page?
- Bid Price
- Does your budget match your demand?
- $5 a day for 200 keywords is worthless
- Focus your budget. $5 a day on 3 campaigns will be less effective than $15 a day on one campaign.
- Click Through Rate
- Evaluates how many times people see your ad and then click through
- The Account, Campaign, and the specific Ad are all evaluated
- Does the ad group match the landing page?
- Never use the home page as the landing page.
- Send people to the exact page they want
- Load Time
- Make sure your landing page loads quickly.
- Optimize images and files
- Relevance
- Create clear ad groups for specific keywords
- Make sure to use the words in title, copy and URL
- Make a clear landing page for each ad group
