The Flexibility of Google Ads The IFM Way

 Posted by John McColman on November 9, 2020,  
In Front Marketing Google Ads Blog

The Flexibility of Google Ads – The IFM Way

Search drives sales.

Whether it’s a search inspired by billboards, banner ads, podcast placements, if you don’t pop up on the search engine results page when your audience looks for you, your ad isn’t as effective as it COULD and SHOULD be.

The flip side is if your business runs well-placed ads, you can be there at every stage of the sales funnel, walking with a prospective client from initial want/need all the way to purchase. 

This ability to tie together the whole digital ecosystem of advertising makes search ads an integral part of any ongoing campaign. Done right, your campaign will excel, done poorly and the ad will cost more than it’s worth.

Search is essential

Every ad in the digital ecosystem – the whole advertising ecosystem – drives search. That’s because people navigate the internet with search – overwhelmingly, with Google (who owns around 87% of the market).  

That means most buyers’ journeys begin with a Google search. Looking for a product? Google. A service? Google. Want to know when you have a better chance at getting into your favourite restaurant on a Saturday? You guessed it: Google.

So, when someone sees your banner ad, a video on YouTube featuring your product, even a traditional billboard that grabs their attention on their morning commute you can bet their next step typing, texting or talking to Google. 

We see this every time we place an ad for a client. The audience may not click the first time they see it – or even the second time –  but when we follow that traffic long enough and we see the true value of banner ads laid out in search traffic. 

Suddenly, all those people we’ve targeted and re-targeted with ads are searching for that thing you sell.

But if you’re not there, those ad dollars spent essentially driving customers to search for you are much less effective. In fact, they may end up driving traffic to your competitor simply because they appear at the right time on the results page. 

The bottom line is, you have to be at the right place at the right time, i.e.: when someone searches.

Finding the right keywords

The power and problem with Google Ads lies in how flexible they are. Whatever search terms you want to appear for, Google gives you the chance to bid and make it happen. 

Choose the wrong keywords to bid on and it will get expensive fast – especially in a bidding war over big-ticket words. Done correctly, you can leverage every dollar you spend to outperform any high-dollar keyword. 

The first step to creating that high ROI campaign is to understand what your customers search for. This can include:

  • Terms from your ad campaigns
  • Branded words
  • Competitors
  • Information they need before making a purchase

You can try to guess what your client will be looking at based on your knowledge, but the best way to ensure you’re where you want to be is research. That means utilizing every piece of data you have access to in order to track and understand what your clients are looking for. So, when it finally comes time to secure your keywords, you can make data-based decisions you can be sure about.

Flexibility to stay within your budget

While Google Ads can get very expensive, very fast, they can be remarkably effective even on a tight budget.

With the proper plan in place, you can place hard lines around your ad spends, then track the ROI of each campaign to make sure each is effective. If you find one campaign isn’t making the return it needs to, you can change it quickly, without penalties.

Touchpoints throughout the funnel

One of the most powerful aspects of Google Ads is its ability to find your customer at the very end of the funnel – just before they make a purchase. But, that shouldn’t be your only goal when setting up a Google Ads campaign. 

Properly utilized, Google Ads are there with your customer on every step of the buyer’s journey, from the initial idea, through research to the final purchase.

If, for example, you own a furniture business, you may target young people who are moving out on their own with an ad for a coffee table. Your ideal client may see this ad two, three, even four times before deciding they need a coffee table.

Then they search, and you’re there. Now they’re browsing your selection of furniture, along with other stores, and you can see where they go, and what they seem to like. Now, you’re retargeting with the understanding they’re looking for a tasteful, but inexpensive coffee table. 

Each step of the way you’re there, so you can understand what they want, and offer it to them. Then, when they’re ready to purchase, and make that final search, they’ve already interacted with your website. They’re familiar with you, and how you work, making you the frictionless choice.

Optimizing your campaign – the IFM advantage

At In Front Marketing, we love Google Ads because we love data. 

The reams of data that come through Google Ads allows us to constantly tweak and optimize every keyword and KPI created. From the moment someone clicks on an ad, we can track their behaviours with a pixel, which helps us understand where they’re going, and what they want. Using this data we can optimize your Google Ads campaigns as well as your ads throughout the entire digital ecosystem.

And of course, because we believe you have a right to your own data, we share it all with you.

Then, once we can see there’s traction, we work with you to create goals and KPIs that will guide us through the process of further optimization.

So, if you have a superstar sales team boasting a high rate of conversion over the phone, we can make that first call a priority. If you’re a brick and mortar shop that just needs more foot traffic, we can build your campaign around that goal. Whatever your need, we can track and optimize KPIs to ensure your campaign does its job.

By understanding the process, and doing all the research and heavy lifting at the very beginning, we can work with you to create goals and optimize your campaigns constantly. So, whatever your advertising spend, audience or purpose, we can add lift with Google Ads. 

Like what you hear? Reach out, call us for a free no obligation discussion or just to chat. We look forward to hearing from you.

Dave Taylor – 403.891.9295[email protected]
John McColman – 403.861.9727[email protected]