Google Ads Management

Get your business on the largest search engine in the world.

The Google Ads platform is a beast! If it breaks the chains and goes out of control, you could be looking at wasted money with not much return. We can tame the Google Ads beast.

Google Ads Management FAQ

What is Google Ads?

Google Ads is one of the most powerful tools in digital marketing. It is an online advertising program that allows you to place search ads, display ads, and video ads across Google properties and the internet to promote your business.

When you hear the terms “paid search”, “search engine advertising”, “search advertising” and even “pay-per-click”, 99% of the time, Google Ads is what is being referenced.

The program allows you to target prospective customers and clients live when they’re searching within the search results. If a Google User shows an affinity for a subject, you can also target them through display and video advertising. You can even retarget customers and clients who have come to your website and left without contacting or making a purchase.

Again, it’s a potent tool, and the ability to segment your audience down for different goals is second to none in the industry. The most popular way to segment audiences is based on keywords that are bid on by a business. Your bid and many other factors will determine where you show up when a user performs a search.

At OEPMA, we have managed millions of dollars worth of Google Ads with practical results for our clients. We’d be happy to do the same for you.

Why should I hire someone to manage Google Ads for me?

If you don’t know what you’re doing or the person you have within your office performing the task doesn’t know what they are doing, it will cost you money.

How much does it cost to get business from Google Ads?

It depends on your goals and your industry.

To answer this question, we’d have to know what type of product or services you’re offering to the public. Then we’d have to research all the keywords that are relevant to what you’re providing. Then ultimately, we’d have to start running ads and get data then adjust.

Here’s the thing about Google Ads. You won’t know until you get into the fray and start serving ads. Yes, you can look up keywords prices on different tools online, but those tools are just general estimates.

We have clients who run small, focused $1,000-month campaigns and clients who run massive branding hefty $35,000 a month campaigns. It runs the gamut, but we’d suggest working your way up rather than going in heavy from the start.

We’ll also note that the market changes. Advertisers jump in and drive up keywords prices. Advertisers pull out, and you’ll see the field open up a little.

Google Ads is a channel that needs at least weekly (really daily) attention to make sure it is running as effectively as possible for your business.

How does Google Ads determine what ad shows within search?

While you might think that the highest bidder always gets the top spot, but it’s not that simple.

Google is a business. A massive one, but still a business. The reason we remind you that Google is a business is that they need to serve their clients. Google Search Users, their clients, need to see the best possible results for them to keep coming back and using their product.

Determining what ads show up in search results takes the actual monetary bid into account. Still, it also takes into account the information located at the link the user is about to click on. Does Google feel like that page will satisfy the Search User’s need for information?

Here’s a quick example. You are looking to buy a Ford F-250, so you go to Google and type in “F-250s for sale.” Two car dealerships in your town participate in Google Ad Search Ads. One dealer has bid on this keyword combo and serves a page that is tailored specifically to the F-250. The second dealer bids on the keyword, but sends you to the front page of their website where you’ll then again have to search for F-250s.

Given that their bids are somewhere in the same ballpark, Google will most likely serve you with the page that is tailored to the F-250 above the one that sends you to a general website.

Why?

Because it benefits Google Search Users. When they see Google is going to serve them with something so tailored to their needs, they will come back again, search again and click again, which means more money in Google’s pocket.

Now, will it be like that 100% of the time for that search? No, because budgets run out, and the other site might drive up a bid to a ridiculous amount that will accomplish their goal of landing at number one a few times. We share this example to dispel the notion of the highest bidder always being number one in the results. While high bids help, you don’t have to break the bank to begin showing up.

If you do the work to make your content relevant to the search, Google will reward you with higher rankings for a lower cost. If you throw it together and don’t pay attention to details, you will have to pay more to get a higher ranking. In the end, it pays to put in the work. Not only will you get better Google Ad results, you’ll get better business results from website visitors.

What specific factors are taken into account when search advertising with Google Ads?

When Google serves ads, here are the six factors they take into account:

1 The bid
2 The quality of the ad and the landing page
3 Ad Rank Threshold
4 Competition in the auction
5 The context of the search
6 The impact of ad extensions

As you can see, yes, the bid is the #1 factor, but there is so much more to be mindful of when performing Google Search Ads. If you don’t know what you’re doing, you run the risk of wasting large amounts of money and getting little to nothing in return.

For more information on specific channels of Google Ads Management, please visit the links below: