We manage in excess of £2M annually in Adwords budget on behalf of our clients, and in 2017 became a Google Adwords Premier Partner.
The basis for all SEO and Adwords work is a thorough understanding of the keyword audiences involved, and how easy/difficult/expensive each audience will be to reach.
The paid advertising options available on the Adwords Platform are often an important element within our marketing strategies. Adwords products are more heavily emphasised in the short-to-medium term, to be gradually be superseded by a strong presence in organic search results for the most commercially significant keywords. Only if the ROI for a specific Adwords Campaign is self-evident can it be run indefinitely.
The goal of each campaign is to have every keyword possible on exact match in tightly grouped Ad Groups linked to highly targeted ads, each containing the keyword phrase. Exact matching provides the most targeted, relevant experience for prospects, along with the highest click-thru and conversion rate while also maximising quality scores and keeping click costs at the lowest possible level. Each Ad/Keyword Combo should have as specific a landing page as possible.
Monitoring the keyword usage histories gives us insight into the precise terms being typed into Google, enabling us to continuously refine and update the campaigns, working towards the ideal 100% of keywords on exact match.
Initial work on Adwords has the added benefit of providing significant market intelligence, answering critical questions such as which ad/message encourages the highest click-thru rate, and which keyword and ad combination lead to the highest conversion rate and lowest cost per sale.