Google Ads, formerly called Google AdWords, is one of the most popular advertising platforms in the world. Its search engine is also the most popular and widely used, accounting for around 95% of all search traffic on average. So, it’s often a no-brainer for marketing and sales teams to use Google Ads as a promotional tool for their organisation.
In our latest blog, we explain why partnering with a Google Certified Partner marketing agency can help improve targeting and campaign performance, and deliver maximum return on investment (ROI).
Firstly, do Google Ads work?
To put it simply – yes, but only when properly managed and appropriately budgeted for. Google Ads can be a cost-effective strategy to reach your ideal audiences when they’re actively searching for relevant products or services.
Through the platform’s real-time reporting tools, advertisers with a comprehensive understanding of data can track key metrics, including conversions, clicks, impressions, conversion rate, cost per acquisition, and return on ad spend (ROAS).
However, the success of Google Ads (and therefore its true cost) relies heavily on continuous optimisation, understanding of market dynamics, relevant ad content, competitive bidding strategies, and regular analysis and reporting. Google’s product suite and global advertising regulations are constantly changing, adding additional complexity and difficulty for organisations that are running campaigns in-house.
The value of partnering with a marketing agency
If your organisation is investing in Google Ads, there are key benefits of engaging LEP Digital to manage its performance.
1. Strategic campaign management
Google Certified Partner agencies like LEP Digital have in-depth and evolving knowledge of creating and structuring Google Ads campaigns to best align with your business goals. Additionally, our agency works on multiple ad accounts each day, meaning that we have vast exposure to the strategies that are working across various industries. They ensure keyword research and selection, high-quality ad copy and creative assets, and appropriate bidding strategies are correctly set up, tracked, and constantly optimised.
We critically analyse campaign data weekly and make data-driven decisions. By continuously monitoring and adjusting campaigns, we ensure your organisation’s ad spend is optimised for the best possible performance.
2. Creative ad development
Good agencies know how to create ads that capture attention and resonate with your ideal target audience. As part of the LEP Digital difference, we bring expertise in crafting compelling ad copy and designing engaging visuals through our in-house team who are experienced in copywriting, graphic design and videography. This allows for greater control, seamless collaboration, and faster delivery of high-quality work.
3. Precise keyword research and optimisation
It’s fundamental to conduct thorough keyword research to identify the most relevant and cost-effective keywords for your organisation’s ads. By identifying the right keywords, we optimise your content to be shown prominently in paid search results, attract more relevant traffic, and ensure your ads and website match user intent, ultimately leading to higher conversions and better ROI.
Our team regularly refine and update these based on performance data, ensuring that the ads remain competitive and relevant.
4. Access to different ad formats and placements
By working with an experienced agency, your business can leverage a wide range of ad formats and placements through Google’s search and display networks to meet your marketing objectives.
Search Ads are text-based and appear on Google search results pages, targeting users actively searching for specific products or services. These ads come with a pay-per-click (PPC) model. You only have to pay when someone clicks on your search ad, with the cost of the click depending on the keyword competitiveness, ad relevance and quality score.
Display Ads, consisting of images, videos, and text, differ from search ads as they are a push marketing strategy unlike search, which is a pull. These ads are useful for reaching a broad audience and increasing brand awareness.
Video Ads appear on video-sharing platforms like YouTube. These ads can appear before, during or after a video or can appear alongside videos as a display ad.
Shopping Ads appear at the top of Google’s search results page when a customer searches for a particular product. These ads include an image of the product, the price, and your organisation’s name. These are highly effective for driving sales as they enable users to view and compare products from different retailers in one place.
5. Leveraging AI and automated optimisations
Recent changes to the Google Ad platform encourage users to implement automated optimisations and AI-powered campaign formats. While these features can offer incredible opportunities for targeting and personalisation, maximising these benefits requires a deep understanding of AI, automation, and campaign optimisation. Our team leverage Google’s smart features effectively, ensuring that AI-driven strategies align with your specific goals, not the goals an algorithm has decided on for you. Combining human expertise with AI optimisations delivers the best results by blending creative insights and strategic thinking with data-driven automation, ensuring more precise targeting, personalised campaigns and continuous improvement for optimal results.
6. Performance tracking and reporting
LEP Digital provides our clients with detailed reports and insights into Google Ads performance, including metrics that matter most to your tailored campaigns. Through regular analysis of the performance data, we can identify trends and areas for improvement, ensuring our campaigns are always evolving and improving.
Our detailed reports bring transparency and help businesses understand the true ROI of their ad spend to make data-led decisions.
Want a second opinion on your ads?
Whether you’ve just started advertising, or have been utilising Google Ads for a while and your results have flatlined, it’s worth another look. Our team are based locally, work in-house, and understand the Australian advertising landscape.
Contact us today to explore how our expertise can help drive your organisational success.
