Google advertising

"We want Google to be the third half of your brain" Sergey Brin


Advertising on Google is imperative

An estimated 80% of shoppers shop online in the UK.

And according to Statista (January 2018) Google owned 85% of top search queries in the UK.

The many benefits of Google advertising

Apart from the obvious tracking of purchases via Google Analytics and the ability to test and optimise, there is the cost advantage – cost per click can range from anything from 20p to £1.50 and depending on the conversion rate the cost per acquisition can be as low as £5-50, making it one of the lowest acquistion channels in your armoury.

The components

Google advertising splits in to two fundamental areas – search and prospecting. Search is advertising that appears when you use a term to search on Google. Propecting is where you target websites hosting Google ads to run your ad campaigns.

Prospecting uses the Google Display Network to show your ads and you can apply a range of targeting methods – you can target by keyword, placement, interest, topic, demographic and audience (remarketing).

Keyword Targeting

With display keyword targeting, an advertiser selects broad match keywords. Google will serve ads alongside content that matches the keyword.

Placement Targeting

With placement targeting, an advertiser will select the placement(s) – i.e. the domain(s) – that their ads should appear on. For example, if I want my ad to serve when users are consuming sports content, I may choose specific sports websites or the sports section of online newspapers.

Interest Targeting

Google has several predefined interest groups that are available for targeting. Google will place individual users into interest groups based on their web behaviour. The interest targeting is further segmented into “In-Market” and “Affinity” interest groups. Google has determined that users within the “In-Market” interest groups are closer to a purchase – i.e. are “in the market” for a particular service or product.

Audience Targeting/Remarketing

To use audience targeting, an advertiser must first build audience lists in AdWords. These lists will be made up of users that have visited your website. You can then build campaigns to advertise to these audiences including a series of different messages over time.

1. Search

With yur search campaign you first have to build a list of target keywords based on volumes found using the Keyword Planner tool in Google. Go specific and you can expect better CTR and conversion rates. Go broad and you will capture a larger volume of search traffic but you will get higher bounce rates.

2. Prospecting

To be used when your product/brand is less well known and/or where the consumer is not already aware of the need.

A case in point

Intel Security (McAfee) needed improved Google advertising performance.

Work included keyword research, AB testing of landing pages, ad text testing, conversion testing of terms and website journey design optimisation.

Over 12 months traffic to the site increased by +40%; on the same budget, with a +35% improvement to Cost/Acquisition.

““I was impressed with Matthew’s subject matter expertise in SEO and SEM…Matthew’s results were also strong almost doubling site conversions via AB testing””

− Nick Viney, EMEA VP Software Sales, Intel Security

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