Google Ads

Google Ads, or as many still call it, Google AdWords. An incredibly powerful marketing channel that suits businesses of all sizes and goals in different ways.

55 million searches on Google daily – can you afford not to be visible?

Google AdWords, started in 2000 and has evolved tremendously over the years. In 2018, they changed their name from Google AdWords to Google Ads to show that they have migrated from offering advertising solely on search engines to running advertising on an entire marketing platform through this channel. Google calls their different advertising modes Search Advertising, Display Advertising, App Advertising, Video Advertising and Shopping.

The basic idea was that an individual searched for a search phrase on Google and advertisers could respond to this request with a text ad. As you can see, this is far from the only way to reach your target audience! The different ways of advertising have different benefits and different ways to achieve your goals with your online presence. We will of course help you to choose and prioritize – unless you want to do everything at once of course!

The important thing is that you understand the goal of your investment. After all, any advertising you do through Google costs money, whether it’s per click, impression or based on your Target CPA. We help you put values on these goals to make it easier to monitor, evaluate and decide on appropriate ways forward.

Google Ads is an incredibly important part of many buyer journeys today, early in a buyer’s journey where the customer is getting to know a brand or looking for an answer to a question, but also when they are sitting with their card, ready to place their order!

Certified Google Ads agency

Google selects a number of agencies with which it works really closely. We are certified as premier partners which we are of course very proud of. It means that we take the time to make sure that we have all the current certifications and that we make sure that our customers perform in the best possible way.

We love to put on our headphones, listen to some good music and dig into a Google Ads account. We get really excited if we can make your account perform better, for example get more clicks or more conversions, but still manage to lower your costs. Quality, as we all know, is the most important factor for success!

Advertising opportunities in Google Ads

In a Google Ads account, which you can think of as a marketing platform, there are 5 different possibilities for your advertising – below you can read about these 5 in brief.

Search advertising – this is where Google Ads started. The platform is Google’s search engine, in Sweden it is www.google.se, and in order to advertise here we need to find relevant matches between the words that users search for and the content of your website. In order to get from the search to your website, we produce text ads or images, which become a bridge between the search phrase and you.

Display advertising – this is where we leave the search engine itself and get the opportunity to advertise on Google’s network of websites. There are thousands to choose from based on different themes, content, etc. You can also find your target audience by using remarketing to target advertising to your previous website visitors. Here we can use text, images or moving content.

Shopping advertising – This is a platform that is visible on Google’s search engine but can only be used by e-retailers – there must be physical products to buy. We upload a list of all products and then create ads with a picture, price and descriptive text. These are presented in the search results next to the competitors, a bit like a price comparison.

Video advertising – YouTube – one of the biggest websites in the world, after Google of course. New formats and opportunities are being added all the time and the number of users is also increasing all the time. An incredibly powerful channel for building your brand and creating an identity around your company. However, there are also opportunities here to find the target groups that are in an active buying process.

App advertising – If you want to drive traffic with the aim of increasing the number of downloads of your app or increasing the usage of your app – then this is the marketing approach for you. These campaigns drive users directly to Google Play or the App Store.

Some common acronyms in Google Ads

Our industry loves abbreviations, or by the way, what industry doesn’t? Some that you may find useful to know are:

• CPO – Cost Per Order (Cost per order)
• CPC – Cost Per Click
• ROAS – Return On Ad Spend (a variant of ROI)
• DSA – Dynamic Search Ads (Dynamic Search Ads)
• CTR – Click Through Rate – an important measure of ad quality

Google Ads and SEO

When we talk about Google Ads, we very often get the questions –

“Do we really need to use Google Ads if we perform well on organic” and “Can I improve my organic ranking by using Google Ads?”.

The answer to the second question is no – Google Ads will not help your SEO. You can’t pay your way to a better ranking. However, if you have a strong website with a strong ranking on Google’s organic results, this indicates that your website is good. This can have a positive impact on your advertising in Google Ads because Google partly makes its quality assessment based on the quality of the website itself.

The first question is obviously a matter of priorities – but we certainly don’t think that one excludes the other. It is only positive if your company comes up with a result for a search phrase in both the advertising and the organic search results. Here you have the opportunity to convey two different messages to the searcher and you avoid the risk of a competitor buying your words and placing themselves at the top.