Google Search Network Ads - Volume Digital

Ready to dominate search results and drive conversions? Harness the power of our expert Google Ads Search management. Click to get started

The Benefits of Google Search Network Ads:

Pay Per Click Only

You only pay for people who click on your ads, meaning you have the best chance of getting results from your chosen budget.

Amazing Ad Reach

The fact that 'Google' is now a verb to obtain information, it is the first step to find new products/services for the majority of online users and potential customers.

Intent Focused

The difference between the Google Search Network and other marketing channels is intent. Don't get ignored on awareness channels (e.g. Social Media) when people are actively searching for specific information using Search Ads.

Optimal Targeting

For best use of budget, it's best to know your target market for budget control. However, there are endless targeting options to find new customers and audiences e.g. Demographics, Audience and Ad Scheduling.

Easy Budget Control

Thankfully, there is no minimum limit for Google Ads budgets, but it's important to note that some industries benefit from larger budgets due to higher cost-per-clicks (cpc's). This tends to correlate with competition, average order value and LTV.

Get Quick Results

It's well known that Search Engine Optimisation (SEO) is free, apart from time. But this is generally a long process for most businesses. PPC advertising speeds up the process by giving businesses the opportunity to show ads in prominent positions within 24 hours.

Google Ads Search Targeting

There are ample ways to target your potential customers online, however, there are none better than the Google Search Network at finding and capturing willing buyers. Google has done a fantastic job at giving advertisers the right tools to find people searching for particular products and services, demographic targeting, and web users who have a particular liking for brands and products.

Demographic Targeting: If you know your ideal customer, then you know if a particular gender, age-range, or marital status may come in handy in narrowing your targeting and budget spend. ***Some countries, including the US, allow household income to be targeted.

In-Market Audience Targeting: One of the best ways to expand your potential customer pools when using the search network. In-Market audiences contain web users who have searched for a particular product/service in the past 24 hours. The list of products and services is large, so there is a good chance that it contains your products and services to capture like-minded customers.

Affinity Audiences: Generally speaking, these are people who have demonstrated a passion for a topic or event. Similar to In-Market audiences, there is a large list of affinity audiences that will most likely contain relevant users for you to target in your business e.g. 'Fashionistas' would be a good fit for boutique clothing, or an e-commerce clothing store. Affinity audiences can be targeted using Search, Display, and Video campaigns.

Remarketing: Have you ever felt like a sale may have got away from you? You're not alone, and that also may not be the case with remarketing audiences. This audience strategy pools previous users of your website with updated ads that correspond with the pages/products they viewed. This can significantly improve conversion rates across the buying cycle. However, it's important that the users have a seamless web experience previously to make sure they want to return to your website.

Is the search network right for your business' key performance indicators (KPIs)?

To avoid wasting budget on a month-to-month basis when using Google Ads, it's very important to have a primary KPI to focus on for your campaigns. If you have multiple goals of the same weight, your ads will not perform as wanted. Pick a primary goal, such as increasing sales (revenue), return on ad spend (ROAS), or a target cost per acquisition (CPA).

While the primary goals, mentioned above are key, secondary goals relating to brand awareness should certainly be monitored to gauge your website users' engagement. Some secondary goals can include 'New Users', 'Time on Page', and 'Bounce Rate' (although less important for highly targeted, and page-specific ads).

If you're unsure of the key performance indicators that your business should be monitoring with Google Ads, get in touch and we can help point you in the right direction.

Get KPI Advice

Reduce Google Ads costs by improving on ad rank factors

Pay-Per-Click Advertising FAQ

Pay Per Click advertising can be confusing for many advertisers, and even people who have experience with Social Media advertising. There are similarities, but it does take a change in mindset to full understand the bidding for Google and Bing Ads. Read more about PPC bidding below.

Volume Digital tips to master the Google search network for any industry

What is Pay-Per-Click advertising?

How much will I pay for each click on my ad?

There are many factors which affect the cost of each click to a website using PPC advertising. This can vary from competition with other advertisers, the keywords targeted in your search engine advertising campaigns, and can even boil down to the time of day that users search for your product (ad scheduling).

Example: Before Covid-19, it may have been expected that the cost-per-click (cpc) for an ecommerce business between 8 AM - 9 AM, 1 PM - 2 PM and 5PM - 6:30 PM would be between 10-20% extra. This was due to office workers commuting times or lunch breaks, and high use of mobile devices during these times.

How are cost-per-click (CPC) bids set?

There are a number of bidding strategies set by Google Ads. Some bid strategies are more suited to certain industries and key performance indicators (KPI's). The four main bidding strategies are:

Manual Bidding: Ideal for new accounts where optimal CPC's aren't known, and for accounts where more budget control is required per keyword targeted. Incremental changes can be made to determine the best level of quality traffic and acquisition costs for that traffic.

tCPA: tCPA bidding is an automated bidding strategy released by Google in 2018. This allows advertisers to set a Cost Per Acquisition (CPA) amount for each conversion. Google's machine learning will then 'try' to capture leads/sales for the CPA set on a campaign or ad group level.

tROAS: Similar to tCPA, this bidding strategy is determined by Google's machine learning capabilities to increase or decrease bids for optimal time of day, audiences, devices, etc. This bid strategy is typically used within ecommerce advertising accounts, and the goal is to optimise towards a target return on ad spend (ROAS). ROAS is measured in percentage terms, meaning a 300% tROAS goal would bid towards earning €3 in revenue for each €1 in ad spend.

Maximise Conversions: Another automated bidding strategy from Google, however, with the sole aim of generating as many leads, or sales, as possible for the daily budget available. It's wise to use a maximum cost-per-click (Max. CPC) for this bid strategy as it can end with your budget being depleted very quickly.

How can PPC advertising costs be improved over time?

This is a common question, even among regular Google Ads users. Cost-per-clicks can be improved by satisfying Google's ad rank factors i.e.:

Ad Relevance: Google makes it very clear that ad messaging should not misrepresent the content of the targeted website. This means that an ad, and its messaging, should be as relevant as possible to the landing page a user is directed towards and the keyword being targeted by that particular ad.

Expected Click Through Rate (CTR): A direct reflection of how likely that an ad will be clicked for a specific keyword/search term. This can be affected by how prominent your ad is compared to your competitors i.e. making sure that you use all headlines, descriptions and relevant ad extensions available to improve the prominence of your ads. This can be improved by making sure to use unique selling points (USP's) and Call To Actions (CTA's) in your ad messaging also.

Bid Amount: It's important to understand that it's not necessary to always outbid your competitors with Google Ads. Yes, it may help to improve ranking quickly, but don't expect to be No. 1, or in the Top Search Impression Share (top 3 positions) for that matter. The other factors mentioned above are arguably more important as improving you can win a higher ad rank at lower cost by using achieving higher relevance in targeted keywords and ad messaging.

Try Volume Digital For Your Business

No long-term contract and results-focused ads management.

Get Started >

or call Tel: (087) 2660472

Have you ever tried to set up a PPC campaign for your business and you didn't see the results you wanted? Volume is here to help! We want to educate and service Small-to-Medium sized businesses in Ireland to get the most from their PPC advertising budget.

Email: info@volume.ie