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    GWM IS MAGIC

    BUT DON’T JUST TAKE OUR WORD FOR IT

    Ben Kierath chose Green Web marketing for two of his businesses, Hoselink and True Protein. In the video, Ben explains the service he received as well as some extraordinary results.

    hoselink.com.au
    trueprotein.com.au

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    GWM IS PROFICIENT

    The talented people at GWM Ranked our website on Page 1 of Google for our main keywords such as ‘Corporate Training’ in only two months.

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    GWM IS HONEST

    Within short period of time, we have 18 keywords on page #1 of Google which is an outstanding results and good return on investment.

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    totalappliancerepaircentre.com.au

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    What is Pay-Per Click (PPC) Advertising?

    Pay-per-click (PPC) is a model of  internet marketing in which advertisers  pay a fee each time one of their ads is clicked. Essentially, it’s a way of  buying visits to your site, rather than  attempting to “earn” those visits  organically. Search engine advertising  is one of the most popular forms of  PPC and is a very effective way to  start generating traffic immediately,  as opposed to SEO, which may take several months to start showing results.

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    What are Google Ads?

    Google Ads, also referred to as Google AdWords, is Google’s PPC advertising service. The PPC model that Google Ads use allows your website to get very high on the search engine results page by bidding on keywords.  All you have to do is outbid your competitors on the search terms that you are targeting and you can outrank your competitors.  The search engine result page (SERP) is usually filled with organic rankings. However, with the Google Ads, your website can easily get at the top of SERP.

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    Importance of Keywords?

    Our job is to find the best keywords to target your audience and yield the highest return on investment. The keywords should be carefully picked and they should be phrased as close as possible to the things that people would type when they are looking for the said product or service you offer. If people come across your Google Ad, the chances are that they will click on it.

    One thing that you need to know is that you have to pay Google to put your website on the top of the SERP.   We use the following guidelines when selecting the keywords to bid on in your Google Ads campaign.

    1. Keywords should be specific

    Ensure the keywords you are bidding on are very specific and relevant to what you are offering. When someone types your keywords into Google, they should be looking for businesses just like yours.

    2. Put yourself in your customers’ shoes

    Think about which words your customers would they type into Google and how they would phrase a question.

    3. Ensure consistency in your ads

    Google will always reward relevance, so ensure your keywords are consistent with the wording in your PPC ad.

    4. Include variations of your search terms

    Not all customers are the same or think the same way, so always include variations in your keywords. For instance, colloquial terms, synonyms, product names and alternative spelling.

    5. Keyword Planners

    Once you give us an initial list of the keywords you believe are important we will use various Google Ads Keyword Planners to expand on this list and find the hidden gems.

    6. Location targeting

    To ensure you are not wasting your ad spend, we will include the location settings in Google Ads to ensure your ads appear in front of the local audience that you are targeting.

    7. Exact matches v broad matches

    Because Google offers several ways to match keywords, it is important to use punctuation when you input keywords.  These nuances make using a Google Ads expert such as GWM so important in designing the right campaign.

    Broad match is Google Ads default setting for all keywords, however may be too general and wasteful in targeting terms you do not intend to advertise.

    Phrase match is more specific and your ad will only appear if a customer matches your entire keyword phrase – eg “solar heating plumber”.

    Exact match terms are even narrower again and must be identical to your keyword phrase.

    Essentially the more specific your keyword matching criteria, the higher your  click-through rates will be.  Conversely you are likely to achieve less clicks as your ad will only appear on very specific searches.

    8. Negative keywords

    By excluding “negative” keywords it helps stop irrelevant searches in Google Ads and wasted advertising money.   So if you are a gas plumber you may want to incorporate negative keywords to stop clicks on other plumbing jobs.

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    What is Google Ad Rank?

    Ad Rank is how Google determines the order of competing ads on the search results page.  Clearly the high ranking, the better visibility and most likely, the more clicks you will receive.

    The Ad Rank formula is simply:  Maximum Cost Per Click Bid x Quality Score.

    Whilst outspending and outbidding your competition in Google Ads will go part of the way to determining the amount of clicks you get from your PPC campaign, spend alone is not the only determinant.   There are several factors that will impact your Ad Rank.

    • Your maximum bid: per search term
    • Ad and landing page quality: like with SEO, Google Ads will determine how useful and relevant the information in your ad and landline page is to the term being searched. This will determine your Quality Score.
    • Search context: Google Ads will consider the time of search, the user location, whether they are searching from a mobile device or desktop as well as the nature of the search terms being used.
    • Ad extensions: These are the links to specific pages on your website and their relevance will also determine your overall Ad Rank.
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    Should we have a Landing Page for our Google Ads Campaign?

    The simple answer is yes.  After keywords, landing pages are the next important part of a high-quality Google Ads management.   A landing page is a stand-alone page, distinct from your main website, that has been developed with a sole objective of generating leads.   Landing pages are typically designed separately from your main website and usually don’t include menu or navigation options to take you away from the primary message of that page.   A good landing page will include strong calls-to-action to generate leads for your business.  You can spend a lot of money in creating clicks through your PPC / Google Ads campaign, however these can all be wasted without an effective Landing Page to convert those clicks into leads.

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    So what are the benefits of a landing page?

    1. They will improve your quality score on Google Ads

    The quality of your landing page is an important factor that contributes to your Quality Score by improving your click through rates.  A well designed landing page will also indicate to Google that your page will help the user solve their problem.

    2. Increase conversions

    In simple terms, a well designed landing page is a much stronger “sell” to convert prospects to leads, than a typical website that has more general and detailed content about the business and its products and services.

    Because landing pages are set up separate from main websites, it is easy to conduct A/B tests of the content, offers, and other features to test and improve conversions.

    3. Landing pages can assist with valuable customer insights

    Landing pages can also help to identify the right message or offers that can then be incorporated into other aspects of your marketing program.

    At GWM, Adwords specialists are trained to create the landing pages that will maximise your conversions.   In many instances we will include a free landing page design with your Google Ads campaign.

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    Developing an effective PPC Ad

    After the keyword has been chosen and the landing page has been built, we come to the third part of our Google Ads management process. The third step is writing ads for your products or services. When it comes to writing an effective PPC ad, the two most important considerations are the headline and a strong call to action.

    The headline needs to always contain the keyword and is usually in bold. This serves as a way to draw customers attention to that specific part of the headline.

    The other part that is crucial for ad writing is that the ad should be written in such a way that it calls the users to action, by clicking on the ad for further information.

    To ensure the success of your Google Ads campaign, GWM will develop specific ads for every campaign and search term group.  This can be very onerous in the initial set-up, however it is critical to ensure a good quality score from Google and increase the likelihood of your customers clicking on your ad.

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    Monitoring your Google Ads Campaign

    Since there’s so much work put into Google Ads management, all that remains is to keep track of the results.  Keeping track of the progress of your campaign is essential to ensuring you are getting a maximum return on your investment.  Whilst the majority of work is done in setting up an initial campaign, a good PPC agency will always be reviewing its clients campaigns and making amendments as required.

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    So what are the key metrics that we monitor?

    Aside from the obvious metric of clicks on your ad there are many other measurements that need to be monitored.  There is no shortage of Google Ads metrics available and your campaign objectives should ultimately determine which metrics need to be reviewed and analyzed.   The 5 key metrics that we will always monitor are:

    1. Cost Per Conversion

    This is simply the total ad spend divided by the number of conversions.

    When you start by looking at your cost per conversion, you can quickly see which campaigns may not be performing or are costing too much to justify the ROI.

    2. Conversion Rate

    This measurement is the number of conversions divided by the clicks the ad receives.

    Based on results you may decide to modify your landing page or just tinker with the key messaging on the landing page.

    3. Search Impression Share

    Your ad campaigns are designed to be viewed by a specific audience.  Based on the budget that you have set, this doesn’t mean that your ads will show 100 percent of the time to that audience. If there were 100 opportunities that your ad could be displayed and it shows 60times, then you have an 60% search impression share.

    4. Click Through Rates

    CTR measures the number of clicks advertisers receive on their ads per number of impressions.

    Achieving a high click-through rate is essential to your PPC success, as it directly affects both your Quality Score and how much you pay when someone clicks your ad.   Google Ads actually offer discounts for ads that offer high relevance.  To impact your CTR, you may want to test different ad copy and headlines.

    5. Bounces Rates

    Bounce rates are the number of times visitors have visited the page but didn’t include any other activity than browsing.  If the bounce rate is high it means your message and.or call-to-action is getting lost or your targeting the wrong audience.

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