Google Ads

Google Ads (previously AdWords) are adverts placed in front of people when they search Google for a similar product or service to what you offer. They can also reach people on other websites, but more importantly, reach those who visited your site to entice them back to purchase.

To add more context, with ads in magazines and papers, you’re spending a lot in the hope that people see it, but not only that, you hope they take the time to get their phone, open the web browser, and type in the web address. With ads on Google, you pay when someone clicks through to your website, so you know exactly how many people have visited, and when.

If you’re on a budget of less than £220 per month, I would suggest my free video course where I teach you how to set up Google Ads yourself.

If you’d like a professional to regularly work on your ads to ensure more success and have a budget of £220 per month or more, read on.

What exactly are Google Ads?

Google Ads can bring more people to your website than most other forms of advertising at a sustained rate, enabling you to make better financial predictions.

Equally, new customers and clients can be digitally traced back to these ads, whereas, with print advertising, you’re guessing that’s how they found you.

Essentially, it’s a great way to bring more people through to your site, and these people can be customisable. If you have a shoe shop, these new visitors can be those who are looking for shoes — even down to the size, brand, and colour, etc.

If someone is looking for a local plumber, the ads will show for a plumber. It’s about appearing in front of the right people at the right time; you’re giving people exactly what they need, exactly when they need it.

Also, there’s no mystery with ads on Google — you’ll know exactly how many people clicked through to your website, and how many became new customers. You can even find out how many called you from the ads and how long it lasted.

The ads come in a few flavours: Search Ads for the usual Googler, Display Ads to reach people on other websites, and even Video Ads for those with a larger budget to reach YouTube viewers.

Search Ads

When someone types in a product or service they’re looking for, you’ll be one of the first to show up.

Potential customers or clients will see the ad and click it to visit your website where they can then contact you or purchase something.

If you haven’t noticed these before, try it now on Google. Search for something you’re interested in and take a look at the first couple of results. You should see the word ‘Ad’ on the left as pictured here.

Display Ads

Also know as GDNs (Global Display Network) which refer to images placed on various sites in a chosen country or countries.

As you can see in the image, there are two Display Ads in red on this example website.

The owner of the site has designated two areas where ads can appear, and the advertisers can upload an image to be shown here and across the web.

The ads can be shown on any number of sites that have signed up, but you can specify which ones if you only want them on a certain type.

Shopping Ads

If you search for a product, you’ll see ads along the top which grab attention before anyone carries on down the page. Often, these ads will be enough to make someone click on them to visit the website.

Available information in an ad consists of the product name, website name, price, and reviews.

While these are displayed on the main Search page like normal text ads, they include an image to stand out far more for products.

Video Ads

This one’s for the big spenders who have the budget to commission a video that can be used mainly on YouTube for the same purpose of bringing people through to their own website.

Viewers are able to skip the ads after five seconds, but many will let it play, especially if it’s short and punchy.

Again, the same as Display Ads, you’re still in control of which videos your ad appears on.

How can your business benefit?

More website visitors

When one of your ads are on show, it sounds or looks interesting enough for them to want to find out more.

The Search Ads will appear above the natural (organic) position of websites — all websites that Google thinks will interest you when you search for something are displayed below the ads, so they’re always the first thing that people see.

Therefore, you’ll receive more clicks on top of those people who found your website normally.

More sales

More clicks through to your website will inevitably end up generating more sales.

You will need to have a pretty slick website and a good offering to make the most of all these new people though, but it definitely helps to have more eyeballs on your site.

So, which ads are right for you?

Search Ads and image ads (in the form of Remarketing and Similar Audiences) are going to work the hardest for you.

Search Ads will bring in the largest number of visitors to your site, so these will always need to be set up.

However, those who do end up visiting your site and leave without paying are lost forever. Unless you utilise the Remarketing tactic — this will ‘follow’ those visitors around the web by showing up as a Display Ad (an image ad) on other websites to entice them back.

You can also use these same images for a Similar Audience. This is exactly what it sounds like: a similar set of people to those who were intrigued enough to visit your site. The same images will be shown to them in an attempt to entice them to click through to your website.

How does it work?

For all of the types above, the higher your budget the more often they will show to potential buyers, but you can pay as little as £1 per day if you wish. However, it’s advisable to invest a minimum of £4 per day if you can because progress will be glacial.

When someone clicks an ad, you will be charged a certain amount (as little as 30p if optimised), and if you have a budget of £1 per day, there are only going to be a few people reaching your website and you don’t know if they’ll buy from you. Also, a click may cost £1 or more, so that’ll only be one person.

This is why it’s advisable to stretch the budget.

In terms of creation, quite a few ads will need to be created to test different variations and find those that really resonate with your target market. It’s not necessarily the first one that ends up being the best. This goes for text and image ads.

For text ads (Search Ads), Keywords will be used to target the right kind of searches — Google will need to know which words you would like your ads to show up for. E.g. ‘coffee shop bristol’ for a local café.

This is what takes the longest, as the continual optimisation of the whole Google Ads account hinges on showing up for the right searches. Google does its best, but it needs to be continually trained on which searches the ads should appear. Otherwise, they’ll show up for other shops in bristol (or worse still, something in Bristol that isn’t even a shop) that will waste your budget as you’d still pay for this in some cases.

The ads are certainly not classed as ‘set it and forget it’. There’s a lot that needs optimising alongside Keywords to really make the most of it.

Results

Hopefully, you’ll agree that I show enough knowledge on the subject to achieve great results, but equally, you’d like to see some for peace of mind.

The graph below shows the steep incline of people not only clicking through to the website but also converting into new customers. The left shows when I took over from another Google Ads expert, and the right is where we are as of writing. As you can guess, the contract is ongoing.

Also, if you look at the dates along the bottom, you’ll see that all of this happened through the pandemic.

Left axis shows number of clicks, and right axis shows new customers.

For another client in the elderly care industry, I have managed to gain new customers for every £4.91 spent on ads.

They have spent £3,000 on Google Ads during the pandemic so far (specifically, Feb-Sep) and this will turn into a total of £83,000 from recurring revenue of these new customers (on top of recurring revenue from existing customers).

I have also generated £158,000 through SEO for them during the same period.

Pricing

An initial setup is fairly quick and the ads can be sending more people through to your website within the same day.

Continual optimisation will need to take place, hence the monthly amount, for additional groups of Keywords, ads, to expand on existing targeting, adding your other services or products, and more.

Continual optimisation of the account will keep you ahead of your competitors. Setting everything up and then leaving it will mean that results keep decreasing and your return on investment will become minimal.

Option 1: Increase website visitors

Setup

Initially, a new Google Ads account will be set up with one ad and two sets of Keywords — one to target searches for your company name, and another for your best selling service or product.

Price: £0

Retainer

Keywords are monitored to ensure that your ads are only showing up for related searches, new ads will be created in an attempt to better the results of the previous ad, numerous settings will be optimised, and ad hoc dedicated campaigns can be run (if you’re pushing a new product or service for example).

A monthly retainer is required to perform the ongoing tasks needed to maximise the number of visitors reaching your site, and to pay Google to show the ads (this amount will be billed by Google directly).

You will also receive a monthly report showing statistics on how the ads have performed and the tasks that were undertaken. This will also be your opportunity to talk about any campaigns you’d like to push. For example, increasing the number of people visiting a new page on your site.

You will have the opportunity to see ads and give feedback before they’re used.

Price: This varies depending on the size of the business. Small businesses are advised to start at a minimum of £220/m+, medium-sized businesses at £500/m+, and large businesses at around £1,500/m+. My fee ranges from 30% down to 15% depending on ad spend with a minimum of £100/m.

Option 2: Increase website visitors & sales

Setup

Initially, a new Google Ads account will be set up with one ad and two sets of Keywords — one to target searches for your company name, and another for your best selling service or product.

The key difference from Option 1 is that a Google Analytics account will be set up alongside Google Ads to create Goals which help to measure conversions (when someone visits and then pays or contacts you; they’ve converted into a new customer or client). It’s difficult to say how long this will take — and therefore how much it will cost — until I see the complexity of your website.

Price: £125 one-off fee

Retainer

This remains the same as Option 1, although once set up, Google will now have much better data to work with when placing ads in front of people when they search for similar products or services to what you offer.

Keywords are monitored to ensure that your ads are only showing up for related searches, new ads will be created in an attempt to better the results of the previous ad, numerous settings will be optimised, and ad hoc dedicated campaigns can be run (if you’re pushing a new product or service for example).

A monthly retainer is required to perform the ongoing tasks needed to maximise the number of visitors reaching your site, and to pay Google to show the ads (this amount will be billed by Google directly).

You will also receive a monthly report showing statistics on how the ads have performed and the tasks that were undertaken. This will also be your opportunity to talk about any campaigns you’d like to push. For example, increasing the number of people seeing a new page on your site.

You will have the opportunity to see ads and give feedback before they’re used.

Price: This varies depending on the size of the business. Small businesses are advised to start at a minimum of £220/m+, medium-sized businesses at £500/m+, and large businesses at around £1,500/m+. My fee ranges from 30% down to 15% depending on ad spend with a minimum of £100/m.

FAQ

What’s the process?

I’ll need to take a look at your website to understand what you do, then research some popular keywords to target. Next, I’ll set up a Google Ads account and begin creating a ‘Campaign’ to include the chosen keywords and write some ads. The monthly adjustments will begin from here on with new keywords, ads, and campaigns in the search for ever more revenue.

What’s the difference between Google Ads and SEO?

SEO is the long game where you’ll usually need to wait 6-12 months before seeing great results. However, SEO is incredibly important if your budget will stretch there too. Ads will begin bringing results in much quicker, usually within the first month. This will increase over time with continual optimisation.

Isn’t it a waste of money? I tried it and it didn’t work.

If you personally tried it, then it may have been a keyword issue — targeting low volume, high competition versions. It might also have been an issue where ads were showing up in the wrong searches by not adding ‘negative’ keywords to train Google on where they should appear.

If you have used an agency, then they may have been the type to keep gaining new clients without the time to give accounts the attention they need; churn ‘n’ burn.

How do I get started?

Simply give your details in the form on the Contact page and we’ll discuss your business, then I’ll take a look at your website and start the process previously stated.

Still have questions?

Feel free to reach out on the Contact page where you’ll receive no-obligation help and advice.