Google Ads works by showing users advertisements across the Google Display Network based on your bid, the ad’s relevance and its quality. It shows users ads that align with their search behaviour and interests and allows companies to reach audiences more likely to convert. They’re an excellent way to grab your target audience and capture high-intent customers.

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Have you considered setting up Google Ads for your company? Or have you tried previously but not had the results you hoped for, or are you unsure what to do next to scale? If you don’t have the knowledge and experience to run Google Ads then it can be more time-consuming and difficult than it’s worth, which is why consulting a Google Ads management agency can be very beneficial.

Consulting a Google Ads Agency to manage your Google Ads campaigns can make all the difference. An expert Google Ads agency can help revolutionise your business, achieving huge growth with a great return on investment (ROI). They have the knowledge and experience to develop campaigns that reach all your business goals.

Read on to find out more about Google Ads and why hiring a Google Ads agency can be a game-changer for your business.

What are Google Ads?

Google Ads are a pay-per-click (PPC) form of advertising, where you pay a fee every time someone clicks on your ad. They allow you to gain visibility across Google’s properties. When you search for something on Google, you will usually see ads pop up. You can identify these as they usually come up right at the top of Google search results pages and are tagged as ‘Ad’ or ‘Sponsored’.

Google Ads feature many different types of ads, including:

Display ads: These ads appear on the Google Display Network, which is made up of a wide variety of outside, third-party websites that agree to serve Google ads. Google Display ads can appear as text ads, images, videos, and banners on a website or in rich media format. These ads can target people differently and are great for retargeting people who have interacted with your brand previously.  

Search ads: This is the most common type of Google Ad, the one that many people think of when you say ‘Google Ads’. This is an ad that appears on the search engine results page (SERP) for searches relevant to your business. These appear both above the organic search results and below.

YouTube ads: As Google owns YouTube, you can run YouTube ads through Google Ads. You can create video, text or display ads that feature before, during and after videos and elsewhere on the platform. Videos are usually between 6 and 15 seconds long.

Shopping ads: Google shopping ads display at the top of the SERP when people search for relevant products, as well as in the ‘shopping’ tab. To set up these ads you need to set up and maintain a detailed catalogue of your products in the Google Merchant Centre. Google then matches these products to people’s searches and displays your products when someone searches for a relevant thing. You need to optimise your shopping ads for the keywords you want to target as you can’t specifically target keywords with Google shopping ads but you can tell Google which keywords you don’t want your ads showing up for.

Performance max ads: Performance max is a relatively new campaign type that allows advertisers to access all the Google Ads inventory from one single campaign. This includes ads on search, display, YouTube, Maps, Discover and Gmail. This means you don’t have to manage multiple campaigns in order to target different audiences and people across the whole Google Network. Powered by AI, Performance Max automatically mixes and matches your assets to show the best ads to different customers, and adjusts the campaign automatically based on your specific goals.

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Why do I need Google Ads for my business?

Google Ads can be an extremely effective tool for businesses of all sizes to help increase brand awareness, generate leads and maximise sales. It is an effective way of driving relevant traffic to your business as it captures people searching for products and services similar to yours, at a time they have a high intent of buying or enquiring. According to estimates from Google’s economic impact report, for every $1 a business spends on Google Ads, it gets around $8 in profit through Google Search and Ads.

As Google is the most used search engine, which receives millions of daily searches, it can help you reach a huge audience of people, and target those searching for your product or service. It gives you immediate visibility for your relevant keywords, so instead of having to spend a lot of time and dedication ensuring you rank organically, paying for Google Ads can shoot you right to the top, instantly.

Google Ads has been around for over two decades, and hundreds of thousands of businesses use it to promote their business. Your competitors could already be using Google Ads to capture your audience. And because you can bid on brand names, they can run ads that show up at the top of SERPs when someone searches for your brand, essentially stealing your customers before they even get to your site. Running Google Ads can help you protect your brand name, and ensure your customers (and potential customers) see your website first when they’re in the purchasing mindset.

Google Ads are also great for re-engaging your audience. They can retarget customers who have previously visited your website or interacted with your brand in some way, displaying ads on other sites they visit to keep your brand front of mind. They work hand-in-hand with social ads, too, so you can retarget those who have clicked on one of your social ads and capture them in new places. Retargeting increases the chances of these potential people converting into customers. Research states that 48% of all eCommerce transactions come from returning visitors and ad engagement increases four times after running a retargeting campaign.

What is a Google Ads agency?

A Google Ads agency is an agency that specialises in running Google Ads or PPC ads. As they’re experts in Google Ads, they can develop campaigns that can achieve your desired results and will ensure your account is reaching its full potential. Google Ads agencies have experience working with clients of all sizes across various sectors, so they have the experience needed to set up successful campaigns that hit all your targets.

Castle is a Google partner agency, so we work in partnership with Google to ensure we have the latest knowledge and training and are always up-to-date with the newest trends, which keeps us ahead of the game. We work with specialists at Google to review all our accounts which ensures we are delivering the very best of the best campaigns, that are fully optimised to hit KPIs our clients put in place.

There is a huge difference between an actual specialist Google Ads agency and one that simply claims to be one. A good Google Ads agency is results-driven and makes data-led decisions to optimise campaigns to provide real results, they don’t just focus on clicks and impressions. So if you do choose to use a Google Ads agency, make sure you’re doing your due diligence. Why not read our blog: 11 Red Flags to Look Out for When Hiring an Agency before making your decision to avoid getting stung by a bad agency?

Why should I employ a Google Ads agency?

You may think ‘why do I need an agency when I can just set them up myself?’, which is technically true, but it’s not so simple to set up and manage Google ads yourself. It takes a lot of time and experience to craft successful Google Ads campaigns, and it’s not something someone can just pick up and master right away.

Google Ads can be very complex to understand for anyone who does not have the knowledge or experience of running Google Ads campaigns. Google Ads need a lot of prior research and expertise (which means a lot of dedicated time) in order to develop successful campaigns and optimise accordingly based on the data.

An expert Google Ads agency will be able to set up ads based on your specific goals and have them up and running and delivering results in the time it would take you to even read about how to set up a campaign. They then consistently monitor results and make changes to ensure you are getting the best return on investment. In short, they remove a lot of the hassle while providing you with the results you dream of.

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The benefits of having a Google Ads agency run your ads

Ads agencies have the expertise to run great campaigns for your business to achieve your specific goals and that frees you up to focus on more important things, like running your business. There are many benefits to using a Google Ads agency to manage your Google Ads, but here are our top five reasons to hire an agency to manage your Google Ads.

It will save you a lot of time to focus on more important things.

As previously mentioned, learning how to run Google Ads effectively is a time-consuming task. Add to that setting up your account and your campaigns, completing keyword research, designing creatives for display ads, building landing pages, researching and refining target audiences and then continual optimisations of your campaigns when they’re live, and it quickly becomes something that sucks all your time away. This is something that’s hard to balance while you’re running a business.

Google Ads trends are also ever-changing, they’re constantly bringing out updates and new features which are hard to keep up with if you’re not a dedicated specialist.

Most business owners don’t have the time to check and optimise their ad accounts regularly, meaning many people set up ads and leave campaigns running that aren’t performing as well as they could be. You also probably don’t have much time to keep up with changing trends so you could be falling behind on the latest updates and consumer trends, and wasting your money on outdated ads.

A Google Ads agency has a team of specialists who are experts in Google Ads and whose job it is to manage accounts, stay up-to-date with the latest trends and optimise campaigns regularly. At Castle, our Google Ads specialists review accounts daily and make necessary optimisations to ensure maximum performance. Through regular checks, Google Ads specialists can make sure your optimisation scores are high, your keywords are relevant and negative keywords are added to reduce wasted spend. They’ll also ensure your bidding strategies are aligned with your goals, providing you with the best possible return on ad spend (ROAS).

They have direct contact with the team at Google.

Getting in contact with huge corporations like Google for the general person can seem impossible. If something is wrong with your account, which is affecting your ads and your sales, then trying to speak to someone to rectify it can seem like an impossible task, and the longer it takes, the more revenue you’re losing out on.

If you work with a Google Partner agency on your Google ads, they will have a direct point of contact at Google to a person who helps manage their accounts. These Google strategists are useful not just when a problem arises, they host regular meetings with the agency to review their accounts ads, informing them of upcoming updates or trends that can be capitalised on to maximise performance.

They can effectively scale your ads.

Google Ads agencies know how to successfully scale your ads as your business grows. PPC ads can be temperamental, so adding too much budget too soon can cause your ROAS to take a huge hit. Agencies with expertise in Google Ads can manage large and complex campaigns and know how to increase spending effectively to scale up when needed, without damaging your ROAS. This allows you to reach more customers, generate more sales, and grow your business.

A Google Ads agency provides detailed reporting.

PPC agencies can provide you with regular detailed reports on the performance of your campaigns, so you know exactly what you’re spending and what works and what doesn’t. They can break down the data from Google Ads and other platforms like your Shopify dashboard and Google Analytics to give you a deeper understanding of your marketing efforts and what works to attract your audience.

The data they gather can not only help inform them what ads work best for your business to ensure your Google Ads campaigns are optimised, but they can also help you understand what your perfect target audience is and how to market to them on a wider scale.

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They know how to achieve your business goals.

Specialist Google Ads agencies know how to craft campaigns that can help you achieve your business goals. Whether you’re a lead gen company looking for high-quality leads or an eCommerce business trying to maximise sales on your online store, an expert Google Ads agency can implement a strategy tailored to you and your sector.

Google Ads isn’t a one-size-fits-all approach, depending on your goals and your audience you need to tailor your ads and strategy to ensure you’re delivering the most effective campaigns. A good Google Ads agency will know exactly what strategy will work for your desired results, personalising everything from budget, target audience and location to creating engaging ad copy and attention-grabbing designs. PPC experts will also be able to talk you through every step to ensure you get the results you need.

Take your Google Ads to the next level with a specialist PPC agency

If you don’t want to waste your money and time, hiring a Google Ads agency to run your Google Ads campaigns is the solution. Whether you want to boost brand awareness, generate inbound leads or maximise conversion and sales across your eCommerce store, an expert Google Ads agency, like Castle, will leverage their expertise to achieve your goals.

If you need help with your Google Ads, get in touch with our team today! We’ll be more than happy to discuss your objectives and review your account to provide detailed feedback on how we can help you achieve your business goals through Google Ads. We’ve helped many clients revolutionise their business through targeted pay-per-click campaigns, with an average ROAS of 7:1 across all our accounts, check out our results for yourself in our PPC case studies.