We have been a full service paid search marketing company since 2006, so we have developed a process for effective Google Search ads management. The factors for success are always budget, optimization, and competition.
Here are some of the most typical areas of building, implementing, and optimizing an Google Search Ads account.
Google Search Ads services for when the account is up and running.
Whenever Toronto is at the heart of a campaign we need to factor in geography. No one is driving from Oakville to Markham to buy a toothbrush.
Established storefront businesses in the GTA need to concentrate on the location queries and the distance of the advertising. That is to say:
When e-commerce companies require Google Search ads management services, there are still geographic factors to consider.
People want to shop closer to home when it's strictly an online experience. It's safer, more comfortable, and there might be more brand awareness closer to home. Ways to maximize these are with:
Finance PPC campaigns. GTA being the financial heart of Canada lends itself to a lot of pay per click campaigns in the Financial space.
Healthcare PPC campaigns. Healthcare services pay per click campaigns can be nuanced. Google's regulations around Health advertising has us working overtime.
E-commerce PPC campaigns. We have run dozens of these.
Retail PPC campaigns.
B2B PPC campaigns. Lead generation and Enterprise level conversion campaigns are unique and handled with care as the cost per clicks on these are generally quite competitive.
PPC campaigns aren’t the only factor for success. The Google Search Ads campaign must be aligned with the SEO efforts, e-commerce strategy, and built with each landing page in mind.
Aside from Google Search PPC campaigns, we also offer:
Things we do not offer:
These are the most common engagements with The Status Bureau.
Some of the time a Google Search Ads account requires an expert eye. The Status Bureau can provide audits and insights and pass the to-do's to an internal team.
A 3 month campaign is a great amount of time to get in the groove of optimization, reporting, and meetings.
Most campaigns we run are over 6 months. Once we establish a reliable pattern of generating results it's easier to plan 6 months at a time.
Choosing the correct tactic for what you need.
Speed. PPC is a great way to get your message in front of an audience quickly without waiting for organic tactics such as SEO or content marketing. Organic rankings can take months and Google Search ads can take hours.
Cost. Depending on the cost per click and competition levels, PPC can be cheaper than SEO. PPC can also be cheaper than traditional advertising methods by finding the specific audiences you're looking to reach.
Testing. PPC allows you to test different messages before committing to long term strategies.
Targeting. With PPC you can target by location, language, device, and time of day to ensure that your message reaches the right people at the right time.
Cost. The main disadvantage of PPC marketing is that it can be expensive. Accounts not managed correctly or forced to spend in competitive markets may result in a bad return on investment.
Scalability. The ceiling is only as high as your budget. More clicks mean more cost, which is not the case with organic SEO traffic. Organic allows for exponential traffic which is music to anyone's ears.
The superpower of PPC campaigns.
Measuring your post-click data is the key to a successful campaign. Unlike SEO, you’re paying for each click, so knowing the data of what you've paid for is crucial. Configuring conversion events in Google Analytics 4 is the first step to knowing your ROI.
It’s easy to link Search Ads and GA4 (Google Analytics 4), and there is a step-by-step guide here: [GA4] Link Google Ads and Analytics.
The new-ish Google Analytics has Attribution, Conversion Paths, and Model Comparison are built in, which is an effortless way to start measuring paid traffic.