How do Google Ads work?

Our Google Ads campaigns always start with defining the client’s goals. What actions do you want your ads to generate? This could be increasing enquiries through the website; or it might be downloads of a gated piece of content; or, if you run an ecommerce site, it could be people buying your product. 

We’ll define these goals from the outset. This is important, as it allows you to create the right messaging, CTAs and also to make sure you’re measuring the right data.

You then need to define the geographic location of where you want your ads to show (we can help you with this by analysing the data and making recommendations based on your budget and projected ROI at the regional level). 

We’ll then create your campaigns and set a budget cap, which puts a hard limit on how much you’ll pay Google on a daily basis (we can adjust this accordingly later if we need to).

Of course, you’ll be competing with other businesses for ad visibility for different keywords in the search engine results pages. Google ranks ads based on Ad Rank, which is made up of Quality Score and Max Cost Per Click (CPC). This takes into account multiple relevance factors and your bid amount, which is how much you are willing to pay Google for every user action taken with your ad. 

We can set bids for specific keywords if you want to focus your campaign. The higher the Quality Score and bid amount, the better the ad ranking. Google then takes all your provided information to automatically show your ad to people using relevant keywords on Google Search. 

Why should my Business use Google Ads?

There are so many reasons to use Google Ads. In terms of reach and power, they are unsurpassed and because they are appearing in the search engine results pages, you can be assured that people are specifically looking for something, which means the intent is high.

We can sum up the pros in three ways:

  • Incomparable reach — Google Search is the most widely used search engine, with over 85% of worldwide market share and over 3.5 billion queries a day.
  • Results-based pay — You only pay for user actions you set, whether it’s clicking on an ad or making a conversion.
  • Ads over organic results — Ads are placed above organic results in the SERPs, and your competitors will take advantage of this if you don’t.
Google Ads

We will take care of every aspect of running your Google Ads campaign. We’ll start with setting up your campaign and creating multiple versions of your ads.

Supercharge your Google Ads ROI with Superb Digital

At Superb Digital we have a history of running successful Google Ads campaigns that deliver huge ROI for our clients. We’ve also taken the reins of many a Google Ads campaign, run in-house, in order to professionally optimise it. The management fee you pay for this service is very quickly dwarfed by the increase in revenue you’ll soon start seeing from our activity. 

We will take care of every aspect of running your Google Ads campaign. We’ll start with setting up your campaign and creating multiple versions of your ads (this is to test which one works best). 

We’ll then meticulously manage your campaign on an ongoing basis. Google Ads are not a ‘set and forget’ exercise and, to get the maximum ROI from your click budget, we need to constantly analyse the data and adjust your campaign accordingly. 

Full optimisation may take a couple of months, or more, to achieve, but the work is never really done. Seasonality, market trends, economic peaks and troughs, geographical factors, as well as competitor activity will all play into the ever changing Google Ads landscape.

As with all our retainer based services, you’ll receive detailed monthly reports how well your campaign is doing and how much of your click budget is being spent. We don’t obfuscate data or hide behind technical language, but will book in regular campaign reviews with you and your team to go over the latest report and talk about progress, how we can keep improving, as well as new opportunities we think you could be tapping up.

Google Ads FAQ

Will Google Ads help me get more customers?

The power of Google Ads lies in its ability to show the right kind of ads to customers in different stages of the buyer journey. People use specific search terms for when they want an overhead view of a product, when they want to compare products, when they want to buy a product, and everything in between.

Set your campaign right to match your ads with your target audience, and you are likely to drive more customers to your business, whether it’s through impressions, clicks, or conversions.

How much will it cost me to use Google Ads?

The price you’ll pay for a click is entirely dependent on the competition for the keywords you wish your ad to rank for. It goes without saying that certain keywords are highly competitive compared to others. That’s not to say we can’t get your ads to compete in highly competitive markets, but the keyword targeting sometimes needs to be a bit more nuanced.

Geography also has a major role to play, with more populous areas being generally more competitive. It helps that we can really target specific regions and areas though, which will help us focus your budget in a more targeted and efficient way. So instead of targeting London, we might target a couple of boroughs or even suburbs in London.

Google Ads will show you your average cost per click and it does vary wildly across different industries. To give you a very wide benchmark though, the average cost-per-click for Google Ads in Search in 2021, across all industries, is £1.98 (for Display it’s £0.46).

Ultimately, however, it’s up to how much you are willing to put into your click budget and this really needs to be dictated by the average in your industry. This is something we’ll advise on and tweak over time to find the perfect balance.

Why should I hire an agency to manage my Google Ads account?

Most people, with a bit of online self-tuition, can run a Google Ads campaign. But that doesn’t mean they’re getting real bank for their buck! There is a lot of skill and knowledge needed to run a truly effective Ads campaign in order to maximise what you are getting from your click budget. The wasted revenue that many companies pour into Google Ads campaigns because of poor or inexperienced management is frankly staggering.

Paying an agency with a proven track record in Google Ads marketing, like Superb Digital, will mean an additional cost but this is quickly recouped and then significantly surpassed by the increases in enquiries and revenue we can generate from a Google Ads campaign.

In fact, for many of our long term Google Ads clients, the management fee they pay is pretty negligible when compared to the huge increase in revenue they are making from their ads.

Should I be worried about click fraud when using Google Ads?

Google’s Ad Traffic Quality Team uses automated detection systems and does manual reviews to prevent click fraud for Google Ads. If you suspect click fraud happening with your campaign, review activity with your Google Ads and Google Analytics accounts, let us know and we can report the issue to Google.

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