SEARCH ADS TO
TRANSFORM YOUR BUSINESS
HOW SEARCH ENGINE
MARKETING WORKS
If prospective customers look for you online, a Search Ads campaign needs to be in your marketing plan. However, search engine marketing (SEM) isn’t one of those things you can muddle your way through and hope to get right - it takes time and experience to master. As you’ll be immediately investing marketing budget, it pays to get it right the first time by partnering with an experienced digital marketing agency who knows what they’re doing.
Cast your targeting not too wide and not too narrow. Too wide and you’ll squander budget on irrelevant traffic. Too narrow and you’ll miss opportunities with users who have a high commercial intent towards your products or services.
Cast your targeting not too wide and not too narrow. Too wide and you’ll squander budget on irrelevant traffic. Too narrow and you’ll miss opportunities with users who have a high commercial intent towards your products or services.
At Sprocket, we make sure to get the balance just right with intelligent keyword match types and maximum relevance among keywords, ad copy and landing pages.
Put simply, Search Ads enable you to get a message in front of customers at the perfect moment: when they’re actively searching for your products or services. It’s immediate and highly targeted, and because it’s based on a pay-per-click auction system that rewards relevance, it is likely to generate a strong return on investment.
Put simply, Search Ads enable you to get a message in front of customers at the perfect moment: when they’re actively searching for your products or services. It’s immediate and highly targeted, and because it’s based on a pay-per-click auction system that rewards relevance, it is likely to generate a strong return on investment.
UNLOCKING THE POTENTIAL OF GOOGLE
Processing 63,000 searches per second, 5.6 billion searches every day and 2 trillion searches every year, Google presents a whole lot of opportunities to get your brand in front of the users that matter. Customers use search pages to find products and services, and in turn, businesses can utilise Google to find customers. Target exactly what your customers are searching for on the search engine they are using. Placed above all else at the top of results pages, create targeted ads that showcase the solution they are looking for, when they are looking for it. Neglecting to capitalise on search ads means users will be presented with a competitor ad, meaning customers will likely be lost as a result. If you want your business to be visible for the searches you choose, you must invest in search ads.
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CREATING RELEVANT TRAFFIC
The beauty of search advertising is that you can control exactly who, where and when a user sees your ad. Meaning it will only appear in front of the right kind of person, searching for the right thing, in the right place. Not only does this mean you can target the perfect audience, it also means you don’t waste money talking to the wrong audience. If a campaign is set up well, you’ll only ever get charged for relevant traffic that generates new business opportunities. A winning strategy must prioritise relevance over everything else. Relevance directly influences a key metric called Quality Score, which in turn affects ad position, available impressions and cost per click. In order to maintain an optimum Quality Score, relevance must be maintained between ads, keywords and target landing pages.
GET IN TOUCHOUR SEARCH ADS CAPABILITIES
Successful paid search campaigns are dictated by a variety of aspects that help determine the target audience, how to reach them and serving content that will gain attention. Get these things right and your search engine marketing will see results.
Budget is set at the campaign level only, meaning how we structure campaigns for product groups, service types or geo-locations must be carefully considered and led by experience.
Keywords can be set to different match types which determine the breadth of targeting. Broad match targets synonyms of a keyword, whereas an exact match is only the target keyword (with a few caveats around misspellings and pluralisation). We often duplicate keywords into different ad groups based on match type. This allows us to measure the success of each match type and optimise them based on performance.
In search, we are able to dictate demographics, interests and income against target keywords. This is powerful as it not only allows us to serve ads for specific searches but also limits the ads to specific audiences who search our keywords.
Whilst search often plays a critical step in a customer’s purchase journey, it isn’t always the final one. Often search is the first step in a user discovering your business or one of many steps leading to a site visit during the consideration phase. That’s why it’s important to carefully allocate conversion credit to an ad click, which is why we use a data-driven attribution model in every stage of sales funnels.
We optimise ad copy using Google’s advanced copy features to ensure they capture attention and achieve a higher engagement rate than the competition. These features include pinned headlines, dynamic keyword insertion, countdown timers, calls to action, display paths and unique selling points.
Grow Your
Business Today
Taking the first step is the easiest part with Sprocket Digital. Simply describe your company and schedule a free no-obligation consultation to find out how we can help scale your business and increase your revenue.
What Our Clients Say About Us
With well over one hundred 5-star Google reviews, its safe to say we are the real deal. Client relationships and demonstratable results are our priority. If you'd like to know more, we'll even let you talk to some real clients.
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Client Testimonials
Louvretec
Sprocket Digital manages all of Louvretec’s digital advertising across Australia and New Zealand, focused on gaining a higher volume of quality leads and standardising advertising creatives across all their locations.
