Google Ads Management

What are Google Ads?

Google Ads Management (previously Google AdWords) is a strategy which allows advertisers to place their ad atop the first page of Google's search results for their key terms, as long as the advertiser is willing to pay-per-click. The advertiser specifies how much they’re willing to pay for a click in a specific geography for specific keywords.

Advertisers choose their selected geographies, the keywords they want, the keywords they don’t and where they want to show up. For example, the image below is a screenshot of what happened when ‘personal injury lawyer Toronto’ was typed into Google.

Notice the variation in the way that these ads are positioned, the kind of information and the amount of information that is shown.

Diamond and Diamond, in this instance, is in the top position because they are the highest bidder (bid position is also impacted by quality score).

Preszler appears next, showing a shorter meta description and no additional site links.

Smitiuch Injury Law is the final paid Google Ad in the display results, appearing in the same way as the one above it.

There is great diversity in the way that these ads are being managed by the different Google Ads managers. At Consultus Digital, we focus on holistic and comprehensive Google Ads Management strategies that ensure you are appearing for your target keywords and your ads are optimized to drive customer traffic to your website every time.

How Do Google Ads Work?

Google Ads work like a live auction that is held every single time a user enters the search terms you wish to bid on.

When you set up a Google Ads campaign, you specify which words you want to appear in a search for, and how much you would be willing to pay to appear. Once you have set those parameters, Google’s machine learning algorithm will hold a live auction when one of your specified search terms are entered by a user. Your bid will compete with others who wish to appear for the same keyword, and whoever has bid the highest amount will have their ad served.

With the right Google Ads Management, this can be an incredibly cost effective way to boost your business’ position for users and customers in ‘buy-now’ mode, and drive sales immediately. Google Ads also works off a cost-per-click basis, which charges you per click your ad receives. You set your maximum bid you are willing to spend to get that click, and you will never be charged more than that bid. In addition, if you were the highest bidder and the next highest bidder had a substantially lower bid, you will only pay one cent more than their bid. This ensures you are never overpaying for your Google Ads and your return on advertising investment can be maximized.

Why Are Google Ads Important?

Google Ads are so important because they allow you to buy space on the first page for your most important keywords with unparalleled control. You can choose what your ads say and change them any time. You can choose the areas you want to advertise in down to the postal code. You can specify the most you would pay for a click on one keyword versus another. You can change your budget at any time and much more.

You could have the best site (or the worst site) and you can show on Google for almost any term you can think of as long as you’re willing to pay for it.

Appear At The Top Of Google Search Results

The main benefit of Google Ads management is appearing at the top of Google search results immediately. Other strategies, such as SEO, have the potential to get you to the top of the organic search results during a user search. While this is certainly a worthwhile part of any digital marketing strategy, it takes time and patience to make your way up the ranks. Google Ads give you the opportunity to appear above the organic results and the Google Local 3-Pack by paying for it. If your key goal is to boost brand awareness and increase customer conversions, Google Ads Management is an invaluable tool.

Drive Clicks & Conversions

Google Ads Management also helps to boost website traffic and the number of conversions you get from your Google Ads. With the proper optimization, your Google Ads can be customized to show a range of different important information about your business to customers right when they need it. This can include clickable phone number extensions, directions, review ratings, and more. By making all of that information clear and accessible, the chances of making a successful conversion are improved greatly.

The Consultus Method

At Consultus Digital, we understand the value of a sale to our clients. That’s why we pride ourselves on our best in class Google Ads Management strategies, which have increased our clients’ returns on investment every time. Your dedicated Account Manager will help your business reach new heights using our Consultus Method.

Detailed Keyword Research

The first step in any effective Google Ads Management strategy is researching the best keywords that should be bid on. In every industry, there will be keywords that are highly competitive, meaning they will be very expensive to bid on. However, through detailed research, other more niche keywords can be identified that have lower competition. These search terms still generate traffic, but will cost less to bid on than other terms, which can improve your return on investment.

Optimized Ads

Once the keywords have been identified, your Google Ads will be properly optimized. This will include writing compelling ad copy, optimizing your schema markup and coding to provide users with more options when they view your ad, and tweaking ad structure to help improve the chances of generating a click.

Dynamic Bidding Strategies

As your Google Ads campaign goes live, your Client Success Manager will begin compiling data on how it performs. As time goes on and your ads are served to more users, your Account Manager will be able to identify trends in how much money is being spent and on which keywords, and adjust your bidding strategy accordingly. This allows you to stop wasting money on keywords that aren’t gaining any traction and push more money towards ones that are sending you leads.

Comprehensive Reporting

At the conclusion of any Google Ads Management campaign, we provide every client with a detailed report on what results were generated. This will include the number of leads that came in, the average CPC, the number of times your ads were served, and how much money was spent overall compared with how much money it generated for your business. These figures can be used to inform strategies for future Google Ads campaigns.

If you are looking for the best Google Ads Management Toronto has to offer, Consultus Digital is the place to go. Our in house experts have the tools and knowledge you need to start appearing at the top of Google when your customers are ready to make a purchase. Contact us today and find out how we can help your business grow.

Google Ads Management FAQs

How do I know which keywords to target?

Understanding your audience and how they search for your product is half of the battle when it comes to effective Google Ads Management. While there might be obvious things that you know your customers search for, your competitors have likely had the same idea, which will make competing for those keywords quite expensive. While it is still a good idea to put some budget towards those highly competitive keywords, the opportunity for appearing high in the search results for more tangential or less obvious keywords can generate fantastic return on investment.

How much does it cost to bid on my keywords?

How much each click ends up costing you will be entirely dependent on your industry, the keywords you have chosen, and your overall Google Ads budget. Highly competitive keywords, like “seo toronto”, will generally cost your more per click, as your competition are willing to spend more to appear on such a desirable search result page. Your overall budget you have set aside for Google Ads will also impact your bidding strategy, as if you have a lot of money to play with you can place higher maximum bids.

Can I manage my own Google Ads?

Of course you can! The Google Ads platform is reasonably intuitive and can be handled by anyone with a relatively good knowledge of Google’s services. If you aren’t comfortable with the platform, or don’t know where to start when it comes to bidding strategy or keywords, you might want to consider Google Ads Management. Our in house experts can leverage years of experience and expertise to help turn your marketing budget into real leads straight away.