The 360 Degree Marketing Group Blog

How Does Google Adwords Work?

Posted by Jodie Dimmock on Sep 28, 2015 11:00:00 AM

Google Adwords, along with other programmatic bidding systems, are complex platforms that can take some time to master and understand. So today, we are going to walk you through the main elements that affect where ads are placed, as well as how quickly you can achieve a high rank with your advertising.

 

Keywords

When a person searches for information on Google, they type in what we refer to as keywords. These keywords form a big part of your Adwords campaign and are what trigger your advertisements to appear in front of relevant users. It is important to make sure these key words are relevant to your business offering while being specific. This helps to ensure that your ads will appear only to those that are most interested in your products or services.

 

Ad Placement

Google Adwords can occur across a number of different platforms. These include:

  • The search network, which is where you would generally Google to find information

  • The display network, which consists of more premium websites that image ads can be served

  • Partner sites such as Youtube which can also serve image or video based advertising.

Where your ads appear outside of the search network, is again influenced by the keywords you have chosen.

 

Adrank

Where your advertisement sit in relation to others in search results is called Adrank and is determined based on your bidding, ad and website quality, and the expected impact from elements such as ad extensions and other ad formats. While you have no direct influence on the final placement of your ad (because your competition changes constantly), these three key elements are ones which can be optimised to ensure a higher Adrank.

 

Bidding & Auction

As we have just mentioned, what you bid for your ads will affect where they appear in search results. This gives you the flexibility to bid at an amount you feel comfortable with, but also means that you won’t necessarily pay this amount every time your ad is served or clicked (depending on which bid strategy you use). Your bid and quality score just need to be greater than those of your competition, but in the end you will generally pay less than the maximum amount you originally bid.

We have shown this video in one of our previous blog posts, but we feel it is quite good at explaining this bidding and auction process. 

The below infographic should also help explain the processes involved in Adwords that gets your advertisements showing in search results.

How does Google AdWords work? - infographic

Infographic by Pulpmedia Online Marketing

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Topics: sem, How Does Google Adwords Work, search engine marketing, Google Adwords

Should You Be Using Paid Search?

Posted by Jodie Dimmock on Sep 25, 2015 11:00:00 AM

Paid search is an effective form of advertising, if used by the right businesses with goals that align to what it can achieve. On the whole, paid search can work for businesses who are looking to generate sales, leads and awareness, so it is incredibly versatile. Alongside this, it provides a way to track campaign results with your business objectives in mind and optimise them in real time. So, let’s take a look at who this advertising can work for in terms of the goals and business type and why this is so.

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Ecommerce retailers

When retailing online, it’s important to give users the opportunity to take a direct action or response. Using paid search allows you to do just this, sending your customers and audience to a specific webpage or having them call a specific phone number to undertake the action they had sought out to by searching online.

This form of advertising also provides measurability. Online commerce is heavily reliant upon performance statistics such as click through rates and conversion rates. Paid search provides you with all this information in real-time, allowing online retailers the opportunity to optimise campaigns as they run.

 

Brand Awareness

On the other end of the spectrum, we have those businesses who wish to increase brand awareness and who can also benefit from using paid search by being in front of the audience members who are searching relevant keywords. Not only is it generally cheaper than using more traditional forms of awareness advertising like TV, it can still provide you with accurate metrics around impressions and reach. Along with this, marketers are able to have complete control over their brand message when using paid search; this means that it can be altered for different locations, searcher intent and even down to cultural differences.

 

Lead Generation

Any business trying to create leads can use paid search, it is not restricted to just ecommerce retailers. Offers such as free trials and quotes can reach a user when they are at that stage of the sales cycle where they may want more information, unlike if they were shopping online, where the sales process is generally immediate. It is also easy to measure the results of a lead generation campaign. Whether it be through conversion tracking or looking at click through rates, paid search can tell you throughout a campaign how effective it is been.

If you fall into any of the categories that paid search can benefit, you should be considering it as part of your advertising mix. While you can manage this activity on your own, it can be beneficial to use an agency who has the specialised knowledge and training to ensure you get the best results possible from your activities. Contact the 360 team today to see how we can help you on your way with paid search, or download our free eBook below which provides a further introduction to Google Adwords.

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Topics: paid search, sem, search engine marketing

SEO versus Adwords

Posted by Jodie Dimmock on Sep 21, 2015 11:00:00 AM

Whenever a person is seeking information about a specific subject, they often rely on search engines to help them locate information. These search engines, such as google, yahoo, Bing, etc., need to be able to pinpoint exact information and provide users with the most relevant results. As a business, you want users to be choosing your website to gain knowledge of you offering and, hopefully, convert into a customer. To do this, a business must ensure they are utilising all aspects of online search, including Search Engine Optimization (SEO) and Adwords. But what is the difference between the two and how do they relate to other marketing methodologies? Let's take a look.

SEO versus Adwords

Search Engine Optimization (SEO)

By increasing your SEO you can drive more traffic to your website by allowing you to rank higher organically on a search page. When creating and maintaining your website, keep these tips in mind to help increase your SEO.

  • Use relevant words - search engines search all content on websites to help narrow results to specific topics.

  • Choose an effective title - search engines view titles of pages like book titles so making your title specific and effective is important.

  • Strong linkage - when your website links to another webpage it often serves as a recommendation to visit that page.  When multiple websites link to your website, search engines recognize this. They can also detect when companies purposely link their website through their own additional websites.

  • Keep a good reputation - websites that are often visited and linked from other websites move up in the search engine order.

All of these techniques can help improve your SEO and create traffic free of charge.  It is more of a long-term approach and cannot help boost your listing order in a quick manner such as Adwords can.

 

Adwords

Paying for Adwords is a method you can use to try to get more visitors in a timely manner by having your link appear as a sponsor or featured ad.  Adwords and Search Engine Marketing (SEM) can be effective in featuring your website and provide the following benefits:

  • Targeting- you can target your audience though a multitude of ways such as:

    • Keyword targeting - choose key words that relate to your website that trigger your advertising to be featured.

    • Location targeting - target your audience geographically or by language.

    • Device targeting - use people’s specific location, time of day, and device type to have your ads reach a desired cliental. 

    • Audience targeting - target your ads to people who have previously visited your site.

  • Costs - there is flexibility in how you are charged for your advertising. Whether it be everytime your ad is clicked or whenever someone converts via a specific action, you only pay for what you optimise your advertising towards.

  • Separate yourself from organic search results with sponsored ads.


Inbound Marketing

Inbound marketing is a method that incorporates both of these techniques to attract customers and transform them to lasting customers. Instead of using traditional marketing techniques, such as SPAM emails, interruptive ads, and cold calling, inbound marketing focuses on your SEO, blogging, and more personal approaches that provide relevant and helpful material that drive the customer to come to you. There are four major steps in turning potential customers into loyal ones as seem below.

seo versus adwords

Both your SEO and potential of Adwords can influence your inbound marketing technique and occur in the “attract” phase.  The attract phase focuses on not necessarily trying to find any user to visit your page, but the right user. You want to have your buyer persona, or ideal customer, be attracted to your page for a higher chance that a user will become a customer.

 

Inbound and SEO

Inbound and SEO are related in that you want to attract customers to your page by having a high SEO. You can do this by utilizing the tips previously mentioned under the SEO section.  By having a higher SEO, you are more likely to have users choose your page, making them potential clients. Creating relevant content that your audience is looking for is vital for this combination to work.

 

Inbound and Adwords

Unlike SEO, you have much more control over your adwords. By targeting, you have a much higher change of reaching your buyer persona. This is one of the key factors of inbound marketing; by reaching the user that you know is looking for what your business offers. 

To sum up, SEO and Adwords should be considered when trying to utilize an effective marketing technique.  SEO is a long-term strategy and strictly deals with your ranking on a search results page. Adwords can help boost traffic immediately with thir budgeting and targeting options. Both concepts help find potential customers within the attract step in inbound marketing. 

Here at 360, we can provide all these services to our clients. If you would like to know more, contact us today!

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Topics: seo, sem, Adwords, search engine marketing, SEO versus Adwords, Google Adwords

Best Practices For Search Engine Advertising

Posted by Jodie Dimmock on Sep 18, 2015 11:00:00 AM

Search engine advertising is a paid form of advertising which involves bidding on keywords and terms that users and potential customers are searching for, so that your advertising appears alongside organic search results. Navigating your way through Google’s search engine advertising can be a tricky exercise if you haven’t attempted it before, so it’s important to know some of the best practices you should follow to get the results you want.

 Search Engine Advertising

Keywords and Targeting

Keywords and targeting form the basis of your search advertising and are what will connect you to users interested in the products or services you have on offer. It is important to align your keywords with the goal you have established for your campaign while exploring your targeting options to make management of them as easy as streamlined as possible. This is not only important for any original campaigns you set up, but also for remarketing, where you can reach those individuals who may have already shown an interest if your offering, but didn’t yet follow through with a conversion.

 

The Ads

In order to entice users to click through on your search ads, you need to take into consideration a few things. First of all, Google provides each ad with a quality score, which influences the ad rank it will receive in search results. Also effecting the ad rank are whether or not ad extensions are being used as well. These allow you to ad extra information, such as a call button and sitelinks and so on. In short, a good quality ad is going to get better results than one which provides little information and calls for little action from the user. The other key tip here is to also make sure your ad copy contains the keywords that users are searching for, keeping it relevant for them and therefore more likely that they will click through.

 

Test, Test, Test

In each ad group it is important to have multiple ads with different messages to see which of them performs better. Ads are rotated automatically when in the same ad group, so you can get a clear indication of which does best through this A/B testing method.

 

The User Experience

Users are now spending more and more time searching online using mobile devices, so it is vital that you cater to this user experience as well as leading people to a landing page that they are expecting to find based on your advertisement’s message. It is important to add call and location extensions to make it easy for the user to contact you or get more information as they wish.

 

Budget and Bidding

Budgeting for your search advertising is quite simple; you decide it and you set it. This is why search advertising is so attractive for businesses, as it can be suited to any industry, business size, product or service offering. What is important to get correct however, is your bidding strategy. It is important to understand how to bidding system works in Google Adwords, which you can find out about in the below video, while also making sure to optimise your bids and campaign along the way.

If you have any other questions about using search engine advertising, contact us today. Or, download our free Introductory Guide to Adwords to get your search advertising journey happening.

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Topics: sem, search engine marketing, Search Engine Advertising

The Key Reasons To Use Google Adwords

Posted by Jodie Dimmock on Sep 14, 2015 11:00:00 AM

Google’s Adwords is a great tool for advertising on the web. If you aren’t using it to promote your business you are simply missing out while your competitors that are using it, are stealing your potential customers.

The reasons you should use Google Adwords are countless, if it is not already in your advertising repertoire here are some reasons to convince you to make the move.

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The Targeted Audience

One of the most important reasons to use Google Adwords is the potential audience you could reach. When using Adwords you choose the words or phrases that people may be searching for, this allows you to customise the words to suit your product. Generally when people are searching for a product they know what they want, with the right relevant keywords you could reach this audience. Adwords is great for targeting your audience wherever they may be; such targeting techniques include by location, mobile, language, and time. Targeting your market by location is great to reach your audience if you have shops in specific locations. Your ads will not only show in locations you set, as well as when people are searching for that location your ad will also be shown. Mobile targeting allows advertisers to reach people on their mobile devices, this is crucial as now more than ever people are spending a great deal of time on their mobile devices. Using time as a targeting method is quite useful if you know when your audience will be online, if your ads aren’t optimised for these key hours of the day your potential traffic will be limited. By using Adwords you’ll have access to the Display Network; Google’s cluster of over a million websites, mobile phone apps, and videos that your ad could be shown on.

 

It’s Measurability

One issue with many advertising methods is its accountability, how exactly do you know who is being reached by an advertisement and how do you know if a customer has purchased something due to one of your advertisements. This is where Adwords stands out from the competition, almost every aspect of your ad is trackable. You will be able to find who clicked on your link, how many clicks your ad received and so forth. When combining your Adwords with Google Analytics the ability to track and measure your campaign is exponential, activities such as bounce rate, click-through rate, and conversions can all be accounted for. Being able to track and monitor progress throughout a campaign is crucial to its success.

 

The Costing and Budget

Google Adwords uses three methods you could use to pay for your ads. These include cost-per-click (CPC), cost-per-impression (CPM), and cost-per-acquisition (CPA). By recognising what your objective of advertising is you could select whichever method would best suit, whether that be increasing awareness of your brand or driving traffic to your website. Whatever your budget may be there is always a place for Adwords in it, as there is no minimum spend required. If you’re thinking there is no point as the big brands will simply outbid you, this is not the case. Adwords sorts your ads by relevance to the keywords being searched, not how much you are willing to spend; although more frequently searched terms come at a higher bid. Another handy feature is the daily cap, this can be set to stop your pay-per-click ads exceeding your desired budget.

 

The Campaign

By using Google’s Adwords your campaign is truly your campaign, every aspect from the ad to the keywords chosen is up to you. By monitoring the performance of your ads you can see if they are performing well or poorly, and from this you can then optimise the ad at your discrepancy. You also choose what is said in your ad and what you are willing to spend with no restrictions. 

 

The Keywords

To make the whole process easier for you, Google provides a keyword planner tool. The tool provides the best keywords relevant for your business, making your keyword choices that little bit easier. If you could tailor these keywords to be relevant to specific searches you’ll gain more traffic from suitable visitors. 

Want some more information on usign Google Adwords? Download our Introductory Guide to Google Adwords today!

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Topics: sem, search engine marketing, Google Adwords

Search Engine Marketing Services That You Should Be Using

Posted by Jodie Dimmock on Sep 11, 2015 3:00:00 PM

There are a multitude of search engine marketing services that can help a business achieve its online advertising goals. Which to use ultimately depends on what you hope to achieve. Today, we will provide an insight into what different services you may consider using and when.

To understand why different SEM services exist, it is first important to understand why they are needed. Website optimisation, keyword inclusions, content creation, paid search, website coding and mobile optimisation are also all play a role in SEM, and ultimately the effectiveness in appearing in both organic and paid search results.

Services that are available to those wishing to improve their search engine marketing may include the following.

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Website Optimisation

Ensuring your website is optimised is essential to how your site will rank. Google along with other search engines, take into consideration thousands of different factors in the algorithm that determines search rankings, but how your website is developed and coded is incredibly important. Intricate elements such as meta tags and descriptions and alt tags on images are all factors that must be created, taking into consideration the most appropriate keywords that your audience is searching for.

 

Mobile Optimisation

With the amount of users searching for their answers on their mobile devices, it is vital that a site is able to be viewed and used easily on these platforms. A mobile site doesn’t just need to be responsive, it needs all elements to be user friendly. Again, this is one factor that impacts on Google’s algorithm for site rankings.

 

Paid Search

Paid search allows you to target your audience through various demographics, but more importantly keywords that are being searched for the products and services your business provides. This advertising can be both in the form of text or as images and video, meaning it can be more engaging for the audience than organic search results. As well as this, paid search is easy to set a budget for, easy to measure and easy to optimise.

 

Content Creation and Keyword Inclusion

The more useful and shareable content that you create, the more chance that others will link to this content, driving traffic to your website. Alongside this, the keywords and terms which you use in this content, will also impact on its ability to help a site rank and hence receive traffic. And, the more traffic that you receive to your site, the more favourable it is looked at by search engines, hence improving a websites rank.

Here at 360, we can provide all of these services to you, to ensure your search engine marketing efforts achieve all your business goals. If you would like to find out how we can help, please contact us today.

Topics: sem, search engine marketing

The Simple Steps About How To Advertise On Google

Posted by Jodie Brett on Sep 8, 2015 2:00:00 AM

Knowing how to advertise on Google can be difficult for those who are unfamiliar with the process, to lessen the burden the following is a quick guide on how to establish an Adwords campaign. However there is always a risk when running such a campaign on your own, to gain the best results from a campaign would be letting the experts handle it.

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1. Research

The first step with any campaign is research, without the research the campaign would be rendered useless. When conducting an Adwords campaign researching the appropriate keywords that your audience would be searching is crucial. Apart of researching, you must know and understand what you want as a result of advertising on Google, for example do you want to increase awareness of your brand. The research you could perform is limited compared to what we do at 360 which would be extensive in comparison, this is just one of the reasons you should leave it in our capable hands.

 

2. Adwords Account

Creating your Adwords account is a relatively easy task, enter your email account and your website you wish to promote you then can begin to plan your campaign.

 

3. Keyword selection

Keyword selection is vital to the potential success of your ad, words or phrases should be chosen on the back of your thorough research. What are people searching for that would most likely lead them to your site, this is the type of question you must ask yourself to establish a great keyword list. Perhaps using the keyword planner tool would be of assistance.

 

4. The Bidding Process

Once your keywords have been selected, the max cost-per-click is set. This is the maximum amount you would bid on an ad, ultimately determining how far up the search list your ad will appear if relevant to the search. This can be done automatically where Adwords will aim to provide the most clicks for your ad within budget, or it can be done manually and the bid amounts are chosen by you.

 

5. Your Ad

The next step is to write your ad, another central aspect to the success of your campaign. A/B testing is a great way to test the success of different ads, try change the wording or keywords to see which works best. Knowing what to say and how to say it is best done by the experts, 360 will create the perfect ad to ensure your success.

 

6. Lights, Camera, Action!

Now that your ad has been created, the campaign is ready to begin. Ads should stay live for at least a week in order for you to assess how effectivethe ad has been, correspondingly will allow for results to be accurate and reliable.

 

7. Optimise

Once you have tested different ads, you will soon discover different trends emerging that will highlight the most effective traits amongst your ads. Now that these have been identified they can be adopted throughout all your ads, however testing and monitoring should be done continuously.

These steps may seem overwhelming, if this process is too much for you call the experts at 360 and we’ll ensure Adwords success. 

 

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Topics: sem, search engine marketing

What Is Search Engine Marketing?

Posted by Jodie Dimmock on Sep 5, 2015 2:00:00 AM

Have you ever typed a query into Google, hit search and seen advertisements pop up at the beginning of the search results? Ever wondered how they got there in the first place? Well, if you have, it means you have asked the question ‘What Is Search Engine Marketing?’, and in short it is a text advertisement triggered by the keywords users search online. At its most basic level, SEM or search engine marketing, is paid advertising that is purchased through the likes of Google and is triggered to appear in search results, based on the targeting and keyword choice of a campaign.

 

What does it look like?

In Google search results, SEM text advertisements appear in the top of the results of the first page and down the right hand side; all placements are marked as ‘Ads’ to distinguish between organic results for the user. Take the below example, searching for online beauty courses shows us a few ads above organic search results, along with those down the side that are also relevant to users.

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Other options for SEM include image and video advertisements, all of which can be configured through Google Adwords. These options can be placed on websites the advertiser feels are relevant for their audience and are also be triggered by keywords and search queries. For example on the travel page of news.com.au, you can see these image based ads for car rental which are presumably targeting those who may be researching, planning or interested in their services.

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Why is it used?

There are numerous reasons and benefits to use SEM in your online advertising efforts, but here are our some of ours:

  • Measureable – Unlike traditional marketing, SEM efforts can be easily measure and reported on to determine how successful a campaign was and hence the return on investment for either your business or another clients.

  • Immediate results – unlike SEO efforts which, (while important), can take months to see results, SEM begins working as soon as your campaign goes live. This not only allows you the chance to get to the top of search results quickly, but can help you reach your goals sooner too.

  • Higher engagement – with the option to use other ad formats other than text, SEM advertising provides the opportunity to create a higher rate of engagement with your audience in areas that they are searching for information.

  • Control over budget – whether you want to spend big or spend small, SEM can be used for everyone and the bonus is that you are able to set your own budget.

Search Engine Marketing is a very effective way to advertise online within your set budget and with the ability to easure and optimise results throughout a campaign. If you would like to find out more about how you could use SEM, contact us today or, download our Introductory Guide To Google Adwords to get you started.

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Topics: sem, search engine marketing

What To Consider When Choosing A Marketing Agency

Posted by Jodie Dimmock on Sep 1, 2015 2:00:00 AM

Deciding to use a marketing agency for all your media and advertising needs should be a well thought out and planned decision. It is important to keep in mind that the business you choose to undertake these tasks will be using the budgets you have and are in charge of to get the results you want; so it should not be a decision made lightly or in a hurry.

But what do you need to take into account when making this choice? There are so many agencies out there to choose from, who is the right one for your business? Today, we’ll provide you with some basic starting points to get you well on the way to successful marketing and advertising.

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Reputation And Referrals

Do you know this marketing agency by name? There are a lot of up and coming agencies that haven’t necessarily been around for a long time but that hold good stead in the industry. Listen to what others experiences have been, they will generally be the most accurate insight into what it is like to work with a particular agency. if it sounds like the kind of relationship you want for your business, then they may certainly be a good candidate to consider.

 

Size Of The Agency

Agencies can be big, small or in between, so it is important to consider which size will work best for your business. Often in big agencies, smaller business and smaller budgets get lost in the crowd and don’t always get the attention they deserve. While this is not always the case, decide on what level of attention you are happy with and whether an agency’s overall size aligns with that.

 

Experience And Account management

When you are handing over your advertising budget, you want to be sure that it’s in the hands of people who know what they’re doing, right? So, this factor should probably be one of the most important considerations you make about which agency you work with. Make sure you know the team who will be handling your account, along with their previous wins and results with other clients. Along with this, ensure that, while some junior employees may work on your account, that there is always a senior manager overseeing, delegating and monitoring what is going on. You need to be able to communicate and have a good relationship with these people, so a cultural fit must also be present.

 

Innovation And Creativity

Doing the same old thing as every other brand can get a bit boring and outdated at times. So make sure your agency is up for the challenge of creating new and exciting offerings when you need them. If they shy away from the idea of something different, maybe they’re not right for you. But, if you prefer to stick to the mainstream and not jump outside of that box too often, that’s okay too and finding a team to support you in those decisions should be done.

At the end of the day, your marketing agency should act as an extension of your team. You should have the same values, communication styles and views on how your relationship with one another will work. Get to the bottom of these and you’ll be setting yourself up for an enjoyable and successful journey into the world of marketing, media and advertising.

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Topics: marketing agency sydney, marketing agency