Google AdWords

Google Adwords is a pay per click (also known as cost per click) form of paid search marketing. When a user searches on Google, ads for pre-selected keyword terms are displayed as sponsored links on the right side of the screen or above the organic search results.

AdWords are a great compliment to a natural search ranking program. Some examples of how you could use AdWords:

• To test the effectiveness of a particular search term before you put effort into ranking it via your organic search ranking program.
• As a tactical fix to plug the gaps for search terms that your site does not naturally rank well for.
• To compete in the space your competitor(s) are found.
• To broaden your reach in order to capture additional traffic.
• Be perceived as “owning” the market for high value terms you might already rank well for organically, by also being found in the paid search results.

Influencing the Order of Adverts

The ordering of sponsored links listings primarily depends on the "quality score" of ads shown for a given search, and of other advertisers' maximum bids. The quality score is calculated by many (known and unknown) factors such as:

• relevance of an advertiser's ad text and keywords
• historical click-through rates
• an advertiser's account history
• the quality of the landing page (relevancy and originality of content, navigability, and transparency into the nature of the business)

The design of your landing page (website page the visitors clicks through to from the Google AdWord) is crucial for improving the cost effectiveness of your campaign and the conversion rate of visitors from your Google AdWords campaign.

The Clickthrough Approach

Step 1: Campaign Set-up

Our Google AdWords qualified experts deliver the following elements during the campaign set-up phase.

Identify Campaign Goals
Your ongoing optimisation strategy depends on the goals defined for your on-line campaign. With these goals in mind, Clickthrough works strategically to achieve your objectives, track your performance, and make the modifications necessary to accomplish the results you want.

Typical goals centre on themes such as "I want to get more clicks" (increase visitors), "I want to increase my clickthrough rate” (receive better qualified leads), or "I want to improve my conversion rate."

Account Organisation
A well-structured account allows us to more effectively target your audience. We organize your campaigns by topic (e.g. by product lines), target the right languages and locations (if required), create specific ad groups (per product/service) and eliminate duplicate keywords across ad groups.

Keywords Selection and Placements
The more relevant your keywords and placements are to your goals, the more easily we will reach your target audience. We carefully select the keywords and variations that directly relate to the specific theme of your ad group and landing page.

We are also able to use placement-targeted campaigns on the Google Display Network where your ad can appear e.g. placement on YouTube.

Ad Creation
Clickthrough can ensure the content of your ads captures users' attention and sets your business apart. We use our proven methodology to create simple, enticing ads that stand out from your competitors and drive optimal campaign results.

Campaign Management
Our campaign management approach provides two core services:

Step 2: Campaign Optimisation

Clickthrough regularly evaluates the performance of your campaign and make changes that improve efficiency and functioning in order to achieve your campaign goals. Observing your ads over time allow us to take note of things that are working especially well (or not so well) and to optimise accordingly.

Step 3: Tracking and Reporting

We create monthly reports that highlight:

• campaign performance and campaign trends.
• the changes we made to optimise results, with suggestions for the ongoing program.
• recommnedations that compliment the overall search program: organic and paid.