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What is Pay-per-Click (PPC) Advertising?

PPC stands for Pay Per Click, which essentially means you, the Advertiser, only pay when someone clicks on your ad. There are many PPC platforms out but the most widespread is Google Ads.

What are Google Ads?

Google Ads (formerly Google AdWords) is an online solution offered by Google that businesses use to promote their products and services on Google Search Network , YouTube, and other sites (aggregated under Google Display Network) across the web as paid listings. These advertisements come under Google's pay-per-click (PPC) pricing model.

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What are the types of Google Ads?

There are three basic types of Google Ads:

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Google Search Pay-per-Click Ads

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Google Display Network (GDN) Ads

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Video campaigns


Google Search Pay-per-Click Ads

These are the text ads you see appearing at the very top of your search engine results page , whenever you search for something on Google.

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Google Display Network (GDN) Ads

Google Display Network (GDN) is a group of more than 2 million sites, covering websites, forums, Gmail, You Tube videos, apps, all aggregated by Google as partners.
Your Google Ads would be presented as ad banners on these sites.
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Google display ads are not published randomly. Instead, they are strategically pushed to a specific set of audiences that searched for certain products and services. Google display ads, through sublimal marketing, seeps into your daily browsing experience in graphic forms to pique your purchasing interest.

Google Remarketing Ads

A Remarketing ad is a strategy to connect with people who previously interacted with your website or mobile app.. It allows you to strategically position your ads in front of these audiences as they browse Google or its partner websites, thus helping you increase your brand awareness or remind those audiences to make a purchase.

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Google plants a cookie in browers of people's visiting your website

How Google Remarketing Ads Work

Let's say you go to the Nike website. It means you have an an interest in Nike sporting goods. Your browser would be tagged with a cookie. When you leave the Nike website to go to another site, say You Tube, you would see the Nike display banner there. And probably in other sites that you subquently visit. Why? Because Nike is adopting a Google Remarketing Ad strategy that targets you persistently because you had shown an interest in their products by visiting their website. It is a powerful strategy that can dramatically increase their conversion rates and ROI)

Video Campaigns

Video campaigns let you show ads in videos on YouTube and on websites and apps running on Google video partnersby targeting topics, keywords, demographics and more. A properly implemented video campaign drives website traffic, build awareness for your business, increase sales and create brand awareness.
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You want to promote your clothing brand. A Video campaign lets you reach people visiting clothing related websites, such as blogs about fashion, or websites that provide fashion reviews. You can also reach people who are viewing You Tube videos about fashion.

What Are The Benefits Of Google Ads

You are showing your ad to people who want what you have to offer. This means they are more likely to come to your site thus enhancing sales conversion opportunities.


01. Better Targeting
Keywords: List of words or phrases relevant to your products and services to target users who would like use those search words.
Ad location: Show your ads on Google search results pages and websites that are part of the Google Search and Display Networks.
Age, location, and language: Choose the age, geographic location, and language of your customers.
Days, times, and frequency: Show your ads during certain hours or days of the week, and determine how often your ads appear.
Devices: Your ads can appear on all types of devices, and you can fine-tune which devices your ads appear on and when.
Google Ads also allows advertisers to choose specific goals for their ads, like driving phone enquiries or website visits.


02. Get Results Fast
While SEO is critical for any business to thrive online, Google Ads will get you results faster. As soon as your ads are live, your business will be displayed at the top of the search results for the terms you want to bid on.
With SEO, there's no guarantee you will make the first page for certain keyword terms if they are very competitive, and even then, it may take some time to show up if you have done everything right. With PPC, if you have the budget for a particular term, you can be at the top.
For many small businesses, it's impossible, despite best SEO efforts, to topple the big names in your industry for particular keyword terms. However, if you have the budget, you can level the playing field and go straight to the top by utilising Google Ads. Even if you budget is not big, you can find the right key terms to bid on to ensure you get the most for your money.
03. Customisable Budgets

  • You can control your cost when you using Google Ads. There's no minimum. And you can choose how much you spend per month, per day, and per ad. You'll only pay when someone clicks your ad. It's literally a "pay as you go" strategy with Google Ads. Better still, you can start and stop a campaign anytime.
  • Even though Google Ads can get very expensive, very quickly, but with a proper plan in place, they can be remarkably effective even on a tight budget.
  • One can place hard perimeters around your ad spends, then track the ROI of each campaign to make sure each is effective. If you find one campaign isn't making the return it needs to, you can change it quickly, without penalties.
  • You can set bidding price for your keywords, locations, demographics, daily budgets, and many more to meet your varied marketing objectives, all within a prescribed budget.
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04. Measurable Results
With Google Ads, you are able to know if:


  • You know when someone clicked your ad.
  • Someone clicked your ad and bought something from you.
  • Someone downloaded your app, or phoned in an order -- you can track that, too.
  • How much it costs you, on average, for advertising that leads to your customers' online purchases or phone calls
  • You would know which of your ads get click throughs and which ones don't so you will be able to optimize your Google Ads campaign to get the most success and returns on your investments.
  • Even though Google Ads can get very expensive, very quickly, but with a proper plan in place, they can be remarkably effective even on a tight budget.
  • One can place hard perimeters around your ad spends, then track the ROI of each campaign to make sure each is effective. If you find one campaign isn't making the return it needs to, you can change it quickly, without penalties.
  • There are so many settings in the platform to help optimize your the campaign right such as bidding price, keywords, locations, demographics, daily budgets, and many more to meet your varied marketing objectives, all within a prescribed budget.
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05. Create Brand Awareness

  • Target specific keyword terms related to your industry, products or services in order to get your brand name out there.
  • This will help establish your brand as an industry authority, which translates to consumer trust and confidence.

Why choose us to run your Google Ad campaigns?

Hiring the "right agency" can be a daunting prospect for you the potential client. There are many agencies out there making all sorts of improbable representations in order to secure your business. Here are some useful tips to help you arrive at a more informed decision what to consider when engaging n Google Ads agency:


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The first thing to look for in an Google Ads Agency is whether they are a certified Google Partner. We are. Our expertise is proven by the countless successful Google Ads campaigns we have implemented for our clients. Our roots in Search Engine Optimization (SEO) brings on another complementing dimension to our clients' Google Ads campaigns. We are thus uniquely placed to advise our clients on the appropriate keywords for their Google Ads campaigns that would not overlap their SEO keywords and thus preventing precious budget wastages and instead vastly improve your ROI. We know of many agencies who adopt a "plug and play" approach to implementing a Google Ads campaign. No two campaigns are ever the same just as no two clients are similar. We take an almost "artisanal" approach to each Google Ads campaign that we run. Undeniably it's tedious and time consuming but the success we are able to achieve for our clients are more than satisfying.
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We will always want to understand and discern our clients' online objectives, expectations and their available budgets. Addressing each of these areas are paramount and we do so in clear, precise and frank terms. We would unfailingly advise our clients on what is achievable, what would not and everything else in between. We are aware that clients do not have bottomless pit budgets and thus we work within given budgets all the while striving for that "sweet spot" of best possible results proportionate to the budget. Conversely, we have on occasion, help pare down a client's budget when equitable results can be achieved for less.
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There are reports and there are reports. Our reports are not put together to impress or dazzle our clients. If anything this type of reports serves to add more confusion than help. From experience, most clients give only cursory scans to reports. The onus is on us to report the captured data, track actions analysis and pertinent campaign information in an easy to read and understand format. It is the interpretation of the data and the corresponding recommendation of tweaks to the campaign that is critical. Hence, we provide salient recommendations for "next course of action" with each report. Absolutely nothing is glossed over.
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We would never take you budget and go do our thing quietly. Regular communication between us and the client is key. Clients are dpendent on us for information and feedback pertaining to their campaign. We see the implementation of the Google Ads campaign as a collaborative effort between you the client and us. There are indeed lots to discuss such as account status, changes to a client's website or Google updates that could possibly affect the performance of the campaign. A collaborative relationship would serve to motivate both parties to strive for excellent performance and success.
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