How Google Ads work at HeyTony
Using Google Search Ads is one of the quickest way to reach qualified individuals who have the intent to buy. They’re literally searching for the product or service you’re selling. How incredible is that?
Our Google Ads team are experts that will help you reach the top of the search results, get your offer in front of qualified prospects, and win keywords your competitors aren’t even thinking about.
Understanding Your Google Ad Goals
Google search advertising is a great way to reach potential customers who are ready to buy or who are looking for your service.
The first thing we do is work with you to identify the goal of your Google Ads campaign.
There are many different goals that Google Ads can help you achieve. These include brand awareness, website traffic, phone calls, bookings, and purchases. Every business is different which makes every Ad campaign unique. Understanding the main goal you want to achieve can help bring in more qualified leads through your Google Ad campaign resulting in lower costs per conversion.
Having your goals clearly defined can make a huge difference in the cost-effectiveness of your Google Ad campaign.
Once we have established your goals, we can begin the next step, keyword and audience research.
Keyword Research
Knowing the goal of your campaign is just the beginning. Keyword research is essential for understanding which keywords you should be purchasing on and which keywords you should avoid.
Some keywords can be over 15x more expensive than similar related keywords. We do thorough keyword research into which keywords your Google Ads campaign should be targeting and make our recommendations on other potentially valuable keywords.
If you have an idea for keywords you’d like to “own”, please let us know. We’ll add these to our list of keywords and do the appropriate research and investigation to determine if they are viable keywords to purchase.
Once we’ve curated a list of keywords with their associated cost per click, search volume, and competitiveness it becomes clear which keywords will be the focus of your campaign.
The next step in our Google Ads process is creating the ads!
Creating The Ads
Using the keywords we’ve compiled, we are then able to write keyword-rich ad copy that will resonate with the target audience’s search intent.
There are many types of ads available in Google Ads, each with specific advantages and disadvantages over the other. Setting up the right type of ad campaign with the right information in the right places can be confusing. Our team of Google Ads experts create a highly effective ad campaigns that will help achieve the goals outlined in step 1 of our process.
If you have several goals you want to achieve through your ads we recommend using ad extensions to create more potential touch points between your business and potential new customers. Google assigns ads a quality score to decide which ads appear first. Our team ensures that we maximize Google’s quality score checks while having the flexibility to be adjusted anytime.
Additionally, when creating ads we make sure to include several variations of headlines, descriptions, and other text to allow for A/B testing and the ability to gather data to optimize your ad campaign in the future.
The next step in the process is getting your approval.
Client Review & Approval
Once we have performed the necessary keyword research and developed your ads we will send you the ad copy along with our keyword research for review and approval. Don’t worry, you don’t need to review countless spreadsheets. Our approval documents make it easy to review your campaign at a quick glance.
This approval process ensures that you know exactly which keyword themes you will be purchasing, and what your ads will look like on both mobile and desktop devices.
With your feedback, we can make adjustments to the ads we’ve created before they go live. If there are aspects of the ads that need adjusting, we will make the updates and go into round two of approvals.
With your ad campaign approved, we move on to the fifth step of our Google Ads process. Going live!
Getting Your Google Ads Live And Running
Congratulations! We’re launching your campaign! Sit back, relax, and watch the clicks (or calls!) come in!
Our process doesn’t end here. Every day while your Google Ads are running we will update and curate your keyword list to ensure that your budget is being spent on the right keywords and reaching the right people.
We also monitor the time of day your ads are most seen and optimize your Google ads schedule to maximize the cost efficiency of your ads.
At the end of every month, we will send you a detailed report outlining the performance of your ads including your top-performing keywords, clicks, impressions, and costs. We also use these monthly reports to further optimize your Google Ad campaign.
Our Google Ads Results
Willow Dental ranks #1 for 45+ keywords, and #3 for their top keyword in one of the most competitive markets…
FAQs
Learn more about Google Ads below!
Google Ads is Google’s ad platform. I know that statement is obvious, so let me explain further…
Have you ever made a Google Search for something very specific, and been served ads for exactly what you were looking for? That’s Google Ads. It allows brands/companies to jump to the top of the search results (at a cost) and be the first listing a potential customer sees.
Using Google Ads, you can also do display advertising with their display network and YouTube advertising.
The difference between Google Ads and SEO is that one is pay-to-play and one is free.
Google Search Ads will allow you to be the #1 result shown on Google (in the ads section)- all you need to do is pay for the privilege.
SEO (Search Engine Optimization) is where the organic search results are displayed.
Organic search results, created by SEO, receive about 53% of all clicks, whereas paid search results are responsible for only about 27% of clicks.
People using ad blockers might not even SEE Google Ads. The best strategy is to do a combination of Google Ads and SEO to ensure you’re being listed in the search results.
Over 92% of Canadians use Google as their search engine of choice. Ads are responsible for about 27% of search result clicks, so if you have a poor SEO strategy, or are still waiting for your campaign to kick in, Google Ads is a great way to reach customers with intent to buy.
- Understanding your business objectives
- Understanding your products/services and profit margins
- Determine the proper campaign types
- Keyword research, keyword research, and MORE keyword research.
- Creating the best campaign structure to reduce your cost per click/cost per conversion
- Your objectives may result in more than one campaign being created to drive down costs
- Creating the proper “ad exertions” to increase your CTR likeliness
- Writing copy variations of headlines, descriptions, and ad extensions for your campaign
- Setting up conversion tracking on your website and within Google Analytics
- Adding negative keywords that are similar to your offering, but are vastly different. Ex. If you repair Honda Civics, you won’t want to appear in ads for dealerships selling that same car. It will end up costing you a lot of money as their margins are bigger than yours (in terms of $$$)
Optimizing a Google Search Ads campaign can be tricky if you don’t know what you’re doing.
Google will often give you recommendations, and a “one click fix” to implement these recommendations – however, if you’re blindly trusting their recommendations, you may end up over spending on keywords that aren’t directly associated with your offering.
To optimize your search ads, you’ll want to look at your campaigns daily to remove any keywords that are similar, but not related, to your offering. This means you’re telling Google not to show your ad for these specific keywords. You’ll also want to add new relevant keywords, and update your ad copy to reflect these new search terms.
What our clients are saying
Matt at HeyTony has been my main point of contact for the last year and a half and working with him has always been such a pleasure! He’s been working with our creative agency on product landing pages for large national campaigns and he’s incredibly efficient, responsive and attentive to the agency’s every request. I’d recommend HeyTony to anyone looking to grow their business online - you’ll be in good hands!
Anna Kondratyuk
