What Are Google Ads and Why Are They Important?
Google Ads is one of the most powerful digital advertising channel that allows businesses to leverage Google’s various networks, including Search, Shopping, Display Network, YouTube and Gmail. Through Google Ads, we can target your potential customers where they are, ensuring the best possible return on your advertising investment.
The biggest advantage of Google Ads is that it allows us to collect valuable data on keywords’ search volume and the online demand, based on the seasonality of a company’s products or services. These two elements are crucial in determining the actual online demand per month for each product.
1. Monthly Search Volume
Google Keyword Planner allows us to discover the number of searches that are made monthly for specific keywords related to a business’s products or services. Search volume provides insight into how often users search for these products, enabling us to assess the online demand of products or services.
2. Seasonality of Products/Services
Seasonality refers to the fluctuations in demand throughout the year. Through Google Ads, we can analyze the seasonality of each product by identifying which months of the year show increased or decreased demand.
With this data, we can:
- Identify opportunities for high demand products that are not sufficiently promoted.
- Adjust the advertising budget according to demand needs, investing more in periods of high demand and less in periods of low demand.
- We create sales forecasts, based on monthly demand, to design more targeted and efficient ads.
This analysis allows companies to better manage their products and achieve a better return on their advertising campaigns.
Developing a Strategy and Implementing Google Ads
➢ Market Analysis and Opportunity Identification
For any business, the industry in which it operates is the most important factor in creating a successful Google Ads strategy. By understanding the needs and trends of an industry, we can formulate a strategy that takes full advantage of the available Google networks.
In the eCommerce sector, Google’s Shopping Network is the most important network for product promotion. We create multiple Performance Max campaigns to cover all opportunities, such as:
- Campaigns for product categories with high demand and low competition
- Campaigns for the promotion of best-seller products
- Campaigns for high-price products to increase the average order value
- Campaigns for products with the highest profit margin
- Campaigns for products that have not yet generated sufficient traffic
➢ Search Network Ads Optimization
At Search Network, we tailor our strategy according to the keywords that your business is interested in, focusing on three main pillars:
- Generic Keywords with Low CPC: We develop a strategy for more generic keywords (generic terms) related to the products or services of a business, trying to attract relevant audiences with the lowest possible cost per click (CPC). We focus on terms with broad usage, providing significant exposure to the right audience without straining the advertising budget.
- Branded Keywords: if a business is marketing recognized brands, we use branded keywords to reach users who already know these brands and are more likely to buy from them. In this way, we display ads to high interest audiences and ensure better performance than search ads.
- High-Intent Buying keywords: We leverage keywords that show stronger intent to buy and thereby increase investment in them to achieve better positioning and higher conversions.
Why Choose Portivo for Your Google Ads??
As a Performance Marketing Agency, we apply advanced techniques and tools that stand out in the industry, offering high performance and optimal results.
1. Advanced Techniques & SKAGs
One of the key techniques we use is Single Keyword Ad Groups (SKAGs). With this strategy, we create ad groups for each keyword individually, allowing us to achieve high rankings in search results, but also a better ad quality score, reducing the cost per click.
2. Conversion Tracking & POAS
We use customized conversion trackers, which measure not only the value of sales but also the profit generated by each sale. This allows us to optimize our campaigns based on Profit on Ad Spend (POAS) instead of the traditional Return on Ad Spend (ROAS).
3. Automations & SQRs
In addition, we incorporate scripts that automate processes such as Search Query Reports (SQRs), which help us analyze and exclude negative keywords, reducing costs and increasing the relevance of ads.
4. Integration of Tracking Codes
From setting up a new Google Ads account, we take care of installing all the necessary tracking codes, such as Google Tag, Dynamic Remarketing Tag and Conversion Trackers, using tools like Google Tag Manager.
Book a Free Consultation
With our advanced modern search strategies and our specialized expertise in Google Ads, we offer customized solutions that ensure optimal results for every business. From the creation of a strategy to its implementation and optimization, we take every step to achieve the maximum possible impact of a company’s paid search ads , actively increasing its sales and reducing its advertising costs.