Google is the world’s leading search engine, with over 16 billion searches every day. Along with these figures, around 85% of all product searches start on Google, meaning it’s an utterly invaluable channel through which companies can market their goods. Google PPC advertising is the most straightforward way for businesses to pay for promotion on the platform. However, many find optimising their channels confusing when uninitiated, which is why they might seek out a Google Ads agency for guidance.
This article was written to offer insights into the benefits of working with a Google Ads management agency, touching on the elements that you should look for from a reliable partner.
Your Google Ads marketing agency needs competitor knowledge
If you’re going to choose an agency to work with, you need to be confident that they understand how to properly research your competition. This means being clear about the USPs of the companies that you’re going up against. Google Ads are short, meaning they need to translate the benefits and selling points of your company quickly. Your agency has to understand how to translate these selling points better than your competitors, so you can connect with customers smoother than ever.
SEO knowledge comes part and parcel with research
Google Ads agencies need to have a strong knowledge of SEO – meaning the keywords they use in ads need to be proven to generate organic traffic. Keywords and phrases can be sourced using tools like Semrush, Ahrefs or Google Keyword Planner. Whatever direction they take, their expertise should guide people to discover the ads naturally with their Google searches.
They should offer landing page creation
Your Google Ads agency needs to be able to produce landing pages that actually convert once the ads have been followed through. In many cases, this won’t be necessary as the client will already have their website in order. However, following a Google Ad to a bad landing page will simply not help with sales or conversions. The best agency will be able to offer additional services to ensure the ads are as fruitful as possible.
Understanding various Google ad formats
There are differences between a standardised ads company and a specialised Google Shopping Ads agency. Standard Google Ads are designed to direct people to landing pages, while Shopping ads are focused on leading potential customers to buy products directly. Either of these ads can include:
- Text
- Image
- Video
The best agency will understand the differences between the various ad formats, so you can approach your promotional strategy from a more comprehensive or focused approach.
Your agency needs to use data analysis
Your ads need to be informed by data. The best agency will offer you real-time tracking and reports on data, allowing you to see how the campaign is performing. This will also inform the way they approach their own ad production, ensuring that the process is optimised from start to finish.
Being a budget-friendly ads agency
One of the most attractive things about a Google Ad campaign is that it’s meant to be cost-effective. You’re only paying for the number of clicks that you receive (or impressions if you choose that pricing structure), so your ideal agency needs to be considerate of your budget. You’re going to be paying for the production of the ads as is, so make sure that they tailor the entire strategy for your budgetary requirements.
Make sure that any Google Ads agency that you choose covers all of this ground, and you should be able to make an impact with your PPC campaigns.
