It all depends on the bidding strategy. In short, you set up a maximum you want to pay, and Google can spend up to 20% more for that bid.

There are other bidding strategies such as “Maximize Conversions”, and “Enhanced CPC”, which allows Google to increase the cost of bids. The maximum a client can spend on a day would be up to 2x the max daily spend and not more than 120% of the month overall.

For example: Say a client wants to specifically pay a cap of $100 daily. If the bidding strategy is “Maximize Conversions” or “Enhanced CPC” then google can decide to spend up to $200 on that specific date, with a total spend of $3600 for the total 30 days, but no more than that.

Depending on your budget and goals, we’ll tailor a strategy for your Google Ads to get you a killer ROI.

The location of where your ads will appear depends on your desired area of placement as well as the amount of competition that exists for each search term you’re bidding on. You could end up on page one or page 3, etc. depending on the outcome of the auction.

Wherever your ads are relevant (and Google with determine this), Google will display them.

SEM is Search Engine Marketing – which comprises of all marketing that can be related to a search engine, such as Google, Bing, Yahoo etc. This marketing relates to search (text ads), Google Shopping ads, Ads in Google Maps, the Google Display Network and YouTube.

PPC is Pay Per Click – which is the traditional way of paying for a search ads campaign, you jump in to an auction and if someone clicks on your ad, you pay for that click. There are other ways to pay for your ads in SEM, like cost per 1000 Impressions (CPM), Cost per View (CPV) or even Cost per Conversion.

Remarketing is a way to present ads to people that have already interacted with your brand. You can install something called a “cookie” on your site that then follows the person that has been in your site across the net. This remarketing strategy can then be used in Google Search, Shopping, Display and Youtube ads.

The Google Display Network is a conglomerate of more than 4 million sites across the globe where Google display ads can show. These sites have been identified by different industries and Topics. If you have a display campaign using the GDN (google display network), which includes Youtube, you can decide who to show the ads to, define the demographics of these individuals and the placements that’ll impact them most!

While the numbers may vary from ad to ad, you can rest assured that PPC ads are very much clicked on.

In fact, last year’s stats showed that 64.6% of people click on sponsored Google Ads, whilst shopping online. Furthermore, total click through rates on Google are 600x higher than the click through rate for ads on a typical Facebook page.

PPC ads have some serious click through rate power. Here are some other helpful graphs that will help you get a better indication of the power of PPC!

$53.73 billion dollars spend on search alone per year. (in the USA)

PPC is a very lucrative business for site owners, that why millions upon millions of websites offer PPC advertising to grace their pages. While the exact number of sites that offer it is unknown, PPC ads will show up on thousands of sites your desired clients may peruse, reaching them right where they are.

Let’s go through each type of match individually in order to explain them.

Broad Match: This is an option that can be attached to your ads against searches that include things like misspellings, comparable words, searches that are related or their relevant variants.

Phrase Match: A phrase match will allow your ads to be shown in searches that match phrases related to your keywords. However, these will need to be quite accurate as any searches with different words inserted into the phrase, will not display your ads.

Exact Match: Exact matches are ads that will show to individuals searching for those exact keywords. This may be helpful if you offer a very specific product.

Negative Match: Here, this setting allows you to exclude your ads from searches that include a particular keyword. For example, if you only sell formal shoes, you can exclude words like “running”, “sneakers” or “sports”, from your ads, so anyone looking for running, tennis or sports shoes will not see your ads. This will save on your CPC (cost per click).

You can track the success of your PPC campaigns and its overall progression through a number of means.

• You can just leave it to us. It’s the easiest option, we’ll keep you informed 
• You can determine success based on the click through rate (CTR) of your ads which shows how many people are keen to learn more about your offering.
• You can gauge your quality score, which is determined by a combination of your keyword performance, ads, landing page performance and other factors.
• You can analyze your cost per conversion (CPC), to determine how much is being spent in order to gain a new client and consequently your ROI.
• You can also use Google Analytics and the Google Ads interface to collect valuable gleanings on how your ads are performing.

It’s important to assess your results on a holistic level to determine if your benchmarks are being reached and how to proceed accordingly.

Impression share is the number of times your ad was served to someone divided by the amount of times it was eligible to be served. Quality score is a score out of 1-10 you receive that indicates the quality of your ads. Quality score comprises expected CTR, ad relevance and the landing page experience.

Within Google ads you can use location extensions which tie in with Google maps and Google my business. So, when someone searches within Google maps for ‘hairdressers near me’ you will show up on their searches if your offering is within their determined area.