Google Online Digital Advertising – showing an advert for your business when someone searches for a relevant product or service on the Google Search Engine.
The business case:
Google is one of the world’s largest and most profitable companies. The reason for this is they have captured about 85% of the share of searches that take place online. Businesses pay Google to show their ads with the search results. This advertising method works for businesses of all sizes. It provides a broadly level playing field and is not dependent on size of budget. Google’s algorithm is designed to bring back the most relevant search results and adverts. A business with a small budget can be the most relevant result.
Don’t be invisible
The most common mistake small businesses make is not always being visible to potential customers. Google advertising solves this problem. Your business will be visible when the customer is looking for it. With Google Ads you can even make sure your ad appears when somebody searches for your competitors name.
Cost effectiveness and budgets:
The typical minimum budget for Google advertising should be about 1% of turnover adjusting upwards as far as the advertising is proving profitable and generating new business. Most campaigns will reach a ceiling where buying more clicks becomes less cost efficient. Either because the clicks are less relevant and have a lower conversion rate or because the clicks become excessively expensive
Get your share of customers
It’s a good idea to imagine that Google has a basket of search clicks to share out every day amongst its customers and it does so proportionately based on its own undisclosed criteria. Main criteria are apparent (Budget per click, Relevance) but weighting is not. If your business wants a larger share of clicks then it has to pay more but also potentially buy less relevant clicks with a lower conversion rate. The volume of clicks in the basket will depend on the level of demand. For example there will be very few clicks for a unique product or service and vastly more for a hugely popular product or service. The price per click is therefore a calculation based on the number of available search clicks and the number of businesses bidding for those clicks.
Why is Google Advertising so effective?
Optimum Ad Budget Effectiveness
It’s simple: you know exactly why somebody clicked through to your website and you know exactly how much that prospect acquisition cost you. No other media format is so well measured. Its no wonder telephone directories and newspapers have all but disappeared or become the exclusive preserve of recruitment and estate agency adverts along with a few big brands with huge budgets.
Customer Lifetime values
The profit from even just one customer placing orders regularly or becoming a loyal customer could pay for an entire year’s advertising! It follows therefore that you might actually need relatively few new customers to see a good ROI (Return on investment). It can also be worth considering that a Google Ad campaign can ensure that customers who may have used you before but forgotten your name will find you quickly via an ad. You don’t want them searching through organic results and exploring competitors.
When you hire Spiritas Limited to run your advertising campaign you get 20+ years of experience running Google Ad campaigns.
This experience will mean you get up and running fast with a highly optimised advertising campaign.
A recent new customer reduced their monthly £800 Ad budget per month, not using us, to £200 per month using us and the campaign now generates even more business every month! They have been able to use the saving to build a website for a new service, start a new Ad campaign for the new service and generate even more business. This has led to moving to a new larger business premises and continued business growth!
Your Ad campaign will be geographically targeted to ensure it does not show to people who can’t buy your products or services.
Your ad campaign will benefit from regular refinement and optimisation to reduce money wasted for irrelevant clicks. Importantly our expertise will prevent the system’s sales process from bulking your campaign with costly but less relevant clicks which is an ongoing strategy in our opinion and experience.