The purpose of Google Ads have always remained the same: Identify the users who are interested in a certain product or service. Then, be sure to offer it to them when they need it most.
You’ve probably heard the phrase “Data never lies.”, and it’s true. Data reflects a true-to-life view of your business’ performance; it presents an accurate snapshot of how users are engaging with your brand, your website, and your advertising.
But what’s even more important, is how that data is interpreted. What are the underlying implications beyond the visible data, and further, how can they be used to drive better performance? These are the questions our Search team seeks to answer. We look beyond just the initial layer of top-line metrics, delving into the granular elements of each campaign to glean valuable insights.
An ‘audience’ is too often thought of as an impersonal, nameless, faceless group of end users. In truth, an audience is comprised of individuals, each with their own personal identity, preferences, habits, and biases. By diving deep into the data, we can determine the sum of these trends, and allow your business to not only reach the right people, but reach them at the right time, in the right place, and on the right platform.
Ads on Google Search have the ability to flip the script on traditional advertising – instead of blindly showing an ad to someone who may or may not be interested, Paid Search shows them an ad only when they show an interest in your product or service. Knowing this, it’s no surprise that Paid Search boasts the highest conversion rates out of the Google Ads platforms.
The key to effective Paid Search advertising is relevancy. When an ad is relevant, it becomes a useful means of immediately providing the user with what they want in the moment, rather than a nuisance. Our job as Paid Search marketers is to target the highest possible volume of users who show a genuine interest in your product or service. This is achieved primarily through carefully selecting the keywords we bid on across Paid Search, as well as utilising audience insights such as age, gender, location, personal interests, and the device being currently used to search.