We Help Businesses Grow with Google Ads

Google Ads (formerly known as Google AdWords) operates on a Pay-Per-Click (PPC) model, where advertisers pay a fee each time someone clicks on one of their ads. Rather than relying on organic methods like SEO to drive traffic, Google Ads allows businesses to buy visits to their site. This form of search engine advertising is one of the most popular and effective PPC strategies, enabling businesses to reach potential customers through targeted ads on Google’s search results and display networks. The right Google Ads Agency can leverage PPC to drive valuable traffic to your website resulting in significant growth for your business.

The first step for any Google Ads Agency is to conduct a comprehensive PPC audit to determine if Google Ads is the right fit for your business. During this audit, we’ll analyse the most relevant keywords on Google that will likely drive sales for your business. By examining search volume, we can assess whether there’s enough demand to justify running a campaign. From there, we’ll calculate the potential return on investment (ROI) to ensure that your PPC spend is likely to deliver measurable results. This approach ensures that your ad budget is spent effectively, driving high-quality traffic to your site.

At ADdictive Digital, our approach to Google Ads campaigns starts with a thorough analysis of keyword performance. We assess each keyword’s effectiveness and continuously optimise campaigns to ensure maximum return on your ad spend. By eliminating wasteful spend on underperforming keywords, ad groups, and campaigns, we can reallocate budget towards high-performing areas. This strategic approach often leads to significant improvements in campaign performance without needing to increase the ad budget.

We also recommend using automated bid strategies to optimise bids in real time, automatically adjusting when performance dips. This eliminates the need for manual weekly adjustments, saving time and ensuring more efficient bidding. Two key strategies we implement early on are:

• Improving keyword matching with landing pages: Ensuring your keywords are highly relevant to the content of your landing pages boosts the Quality Score and enhances overall performance.

• Using exact match keywords: This focuses the campaign on relevant searches, reducing the likelihood of wasting spend on irrelevant queries.

By optimising Google Ads campaigns from the outset, we set our clients up for long-term success. This enables you to test and explore new PPC strategies as your campaign evolves, consistently taking your Google Ads performance to the next level.

At ADdictive Digital, we’ve seen the most successful results from fully automated Google Ads bid strategies, particularly Target CPA (tCPA), rather than relying on Enhanced CPC. While Enhanced CPC allows you to set manual bids for each keyword and gives Google the flexibility to adjust those bids based on predicted click value, we believe the true power lies in automation.

With Target CPA, we move away from manual bids entirely. Instead, we set a target cost-per-acquisition (CPA) for each campaign, and Google works to optimise the bidding process to meet that target. What sets this apart is that Google uses advanced signals, including device, audience, location, and time of day, to place bids on high-value clicks. This level of automation removes the guesswork and provides a more streamlined, efficient way of driving results.

One of the standout features of automated bid strategies is the ability to set different CPA targets for specific campaigns, products, or services, depending on your unique goals and profitability. For example, campaigns targeting higher-margin products can have more aggressive bidding, ensuring that we focus on the most profitable opportunities.

Our most successful clients—whether they’re managing large budgets (£35 million annually) or smaller ones (£300 per month)—have all embraced automated bidding, with exceptional results. By pulling margin data from their back-end sales systems into Google Ads, we can refine targeting and focus on high-margin users, delivering an optimal return on investment.

While many clients are initially hesitant to give Google full control, our extensive experience proves that automated bidding strategies drive outstanding outcomes. We’ve seen this firsthand across a wide range of accounts, and the results speak for themselves—automated strategies outperform manual bidding, every time.

Display advertising is a powerful form of Google Ads PPC that enables advertisers to use visually engaging images or banner ads to deliver their message and enhance brand awareness. In digital marketing, display ads are often considered the online equivalent of traditional advertising methods, such as flyer distribution. These ads are placed across a wide range of platforms, including websites, mobile apps, and social media, and can incorporate a mix of text, images, flash, audio, and even video.

By leveraging networks like the Google Display Network (GDN), businesses can expand their reach significantly. The GDN boasts an impressive reach, connecting advertisers to over 92% of global internet users across more than 2 million websites. This gives brands the opportunity to target potential customers across a vast array of online spaces, helping them stay top of mind and drive more traffic to their website.

Display ads are particularly effective for building brand recognition, re-engaging users who have interacted with your website or ads before, and attracting a new audience with eye-catching creative. Whether you’re looking to increase visibility, drive traffic, or boost conversions, display advertising within the Google Ads ecosystem is a key tool for reaching your marketing goals.

The Google Display Network (GDN) has evolved into a dynamic and highly targeted advertising platform, offering marketers powerful ways to connect with potential customers based on website content and user behaviour. With advanced targeting capabilities, businesses can tailor their ads to specific audiences, delivering messages that resonate with users at the right moment.

One of the most impactful strategies within the GDN is remarketing, which allows advertisers to reconnect with visitors who didn’t complete a conversion or desired action on their site. Remarketing is cross-device and cross-network, meaning a user who visits your website on their mobile could later see your display ad on their desktop while browsing Facebook or other platforms. This continuous engagement helps guide users back to your site, increasing the likelihood of conversion and keeping your brand front and centre.

Display ads also offer a unique opportunity to upsell existing customers. By targeting customers with relevant offers or upgrades, you can encourage them to explore more of your products or services, increasing their lifetime value. Additionally, display ads serve as a reminder to customers about your brand, updates on your website, or new offerings, ensuring they stay engaged with your business. This ongoing connection is crucial for retaining customer loyalty and fostering long-term relationships, turning occasional buyers into dedicated brand advocates.

A Display Advertising Campaign on the Google Display Network typically won’t lead to immediate conversions, so its success should be measured differently. Rather than focusing solely on direct outcomes, it’s crucial to track how well the campaign drives brand awareness, engagement, and indirect conversions. To do this effectively, regularly monitor your Google Analytics and Search Console data for any increases in organic or direct traffic, as well as organic branded search volume.

Here are the key performance metrics to focus on:

1. Brand Awareness: Metrics such as the number of new site visitors provide insights into how well your campaign is expanding your brand’s reach. Additionally, impressions, reach, and frequency metrics can help you understand how many people have seen your ads and how often they’ve been exposed to them throughout the campaign. The higher these numbers, the more your campaign is likely increasing awareness.

2. Engagement: Engagement measures how actively users interact with your display ads. This includes clicks on your ads or when users expand them to view more details. Tracking how many clicks lead to landing pages on your website gives you an idea of the campaign’s effectiveness in driving traffic and engagement with your brand.

3. Direct Response: Direct response metrics track how many users take the desired actions after seeing your display ads. You can measure the contribution of display ads to conversions, whether the user clicks on your ad and converts later through a different channel, or if they are influenced by the display ad to convert via another touchpoint. This can help you assess the indirect impact of display ads on driving final conversions, even if they didn’t lead directly to a sale or lead at the time.

By focusing on these metrics, you can gauge the success of your display advertising efforts in terms of long-term impact, engagement, and the broader influence on conversions, rather than just immediate results.

Retargeting in Google Ads is a powerful way to reconnect with users who have previously interacted with your website or app but didn’t complete a desired action, such as making a purchase or filling out a form. It allows you to show targeted ads to these users as they browse other websites or apps within the Google Display Network (GDN) or even while searching on Google itself.

Here’s how retargeting is used in Google Ads:

1. Set Up Remarketing Lists: In Google Ads, you create remarketing lists that target users based on specific actions they’ve taken on your website. For example, you might have a list for users who viewed a product but didn’t buy it, or one for users who abandoned their cart.

2. Create Targeted Ads: Once the remarketing lists are created, you design display or search ads tailored to each group. For example, someone who viewed a product might see an ad featuring that exact product or a special offer encouraging them to complete the purchase.

3. Target Across the Google Display Network: Retargeting ads can be displayed across millions of websites, apps, and video content that are part of the Google Display Network, helping to keep your brand top-of-mind for those users as they browse the internet.

4. Target in Google Search: Retargeting can also be used in Google Search Ads, where your ads can be shown to users who have visited your site but haven’t converted. By targeting these users with specific keywords related to their past behavior, you increase the chances of re-engaging them.

5. Use Dynamic Remarketing: Google Ads offers Dynamic Remarketing, which automatically customizes the ads shown to users based on the specific products or services they viewed on your site. This allows for more personalized ads that are highly relevant to the individual, improving the chances of conversion.

By using retargeting in Google Ads, businesses can effectively re-engage users who have already shown interest in their products or services, increasing the likelihood of conversion and ultimately boosting return on investment (ROI).

Yes, you should consider using retargeting on Google Ads, especially if you want to maximise the return on your ad spend and re-engage users who have already shown interest in your products or services. Here’s why retargeting can be a valuable strategy:

1. Increase Conversion Rates: Users who have already interacted with your website or app are more likely to convert than first-time visitors. Retargeting helps bring these users back, offering them a second chance to complete a purchase or other desired action, increasing your overall conversion rates.

2. Stay Top of Mind: Retargeting keeps your brand in front of users even after they’ve left your site. By consistently showing your ads as they browse other websites or use apps within the Google Display Network (GDN), you remind them of your products or services, increasing the chances of re-engagement.

3. Highly Relevant Ads: With retargeting, you can create highly targeted ads based on user behaviour. For example, if someone visited a specific product page but didn’t make a purchase, you can show them ads for that same product or offer a special discount, making the ads more relevant and effective.

4. Cost-Effective: Retargeting generally offers a higher return on investment (ROI) because you’re targeting an audience that has already expressed interest. These ads tend to have higher click-through rates (CTRs) and lower cost-per-click (CPC) compared to ads targeting cold audiences.

5. Increased Brand Recognition: Even if users don’t convert immediately, retargeting ads can increase brand recall. The more times users see your ads, the more likely they are to remember your brand when they’re ready to make a purchase.

6. Dynamic Remarketing: Google Ads offers dynamic remarketing, which automatically shows users ads featuring the exact products or services they viewed on your site. This highly personalised approach can significantly improve engagement and conversion rates.

In short, if you want to improve your conversion rates, increase brand visibility, and get a better ROI from your campaigns, retargeting on Google Ads is a smart strategy to implement. It’s especially effective for businesses with products or services that benefit from multiple touchpoints before a customer makes a decision.

Retargeting and remarketing are often used interchangeably, but in Google Ads, they have slightly different connotations, though they essentially refer to the same process: targeting users who have previously interacted with your website or ads. Here’s how they differ:

1. Remarketing: In Google Ads, remarketing typically refers to targeting users who have already visited your website or used your mobile app. It involves showing ads to these users as they browse other websites or search on Google. Remarketing is primarily focused on display ads across the Google Display Network (GDN), where you can display banner ads, text ads, or even dynamic ads featuring the specific products or services they viewed on your site.

2. Retargeting: Retargeting, in its broader sense, is a term used outside of Google Ads that also includes showing ads to users based on specific actions they’ve taken on your site. While in Google Ads, retargeting is often treated as the same as remarketing, the term “retargeting” is sometimes more commonly used to refer to paid social ads (like Facebook or Instagram) where users are targeted based on their interaction with your website or app. In some platforms, retargeting may involve targeting users via more direct channels, such as search ads or even email marketing.

In summary, remarketing in Google Ads is a form of retargeting that specifically involves using display ads to bring users back to your website. The term “retargeting” is sometimes used more broadly in other ad networks or marketing tactics. In the context of Google Ads, both terms refer to the same process of re-engaging users based on their previous interaction with your brand.

There are several types of retargeting strategies you can use in Google Ads to re-engage users and increase conversions. Each strategy is designed to target specific types of user behaviour and can be tailored to your business goals. Here are the key types of retargeting strategies available:

1. Standard Remarketing

This is the most common form of retargeting, where ads are shown to users who have visited your website or interacted with your app but did not convert. These users will see your ads as they browse other websites in the Google Display Network (GDN). This strategy is great for bringing users back to complete a purchase or action they previously abandoned.

2. Dynamic Remarketing

Dynamic remarketing takes standard remarketing a step further by showing users ads featuring the exact products or services they viewed on your website. It pulls product data from your site and customizes the display ads to match users’ interests, increasing the chances of conversion. Dynamic remarketing is particularly useful for e-commerce businesses, as it allows for highly personalized ads.

3. Remarketing Lists for Search Ads (RLSA)

RLSA allows you to target users who have previously visited your site when they conduct a search on Google. For example, if a user searched for your product or service previously but did not convert, you can bid higher on those searches to ensure your ads appear again. This is an effective strategy for targeting users who are actively searching for products or services similar to what you offer.

4. Video Remarketing

If you use YouTube for video ads, video remarketing lets you show ads to users who have previously interacted with your YouTube videos or channel. These ads can appear on YouTube or across the Google Display Network. Video remarketing is especially effective for brand awareness and nurturing leads, keeping your content in front of viewers who’ve already shown interest.

5. Customer List Remarketing

Customer list remarketing allows you to upload lists of existing customers (such as email subscribers, past buyers, or leads) into Google Ads. You can then target these users with tailored ads on the Google Display Network or Google Search. This is ideal for upselling, cross-selling, or engaging existing customers with new products or services.

6. Remarketing for Gmail Ads

Gmail remarketing targets users who have interacted with your website or app and shows them ads directly in their Gmail inbox. These ads appear as promotional emails and can be a great way to catch users’ attention in a less intrusive way, especially if you have an ongoing offer or new product launch.

7. Cross-Device Remarketing

With cross-device remarketing, you can target users across multiple devices. For example, if a user visits your website on their mobile phone but doesn’t complete a purchase, you can show them ads on their desktop, tablet, or any other device they use, keeping your brand in front of them as they switch between devices.

8. Sequential Remarketing

Sequential remarketing shows ads to users in a specific sequence or order. For example, the first ad might show a general product overview, the second could show a product review, and the third could offer a discount or incentive to complete the purchase. This strategy helps guide users through the funnel by providing relevant, timely messages based on their previous interactions with your site.

9. Interest-Based Remarketing

Interest-based remarketing targets users based on their online behaviour and interests. It’s not solely based on actions taken on your website but rather on the types of content they’ve interacted with across the web. You can target users who have shown an interest in categories related to your product or service, even if they’ve never visited your site before.

By leveraging these retargeting strategies in Google Ads, you can enhance your ability to re-engage users, drive conversions, and ultimately increase your return on investment (ROI). Tailoring your retargeting approach to your specific goals and audience will help you maximise the effectiveness of your campaigns.