How can Google Adwords generate leads?

Digital marketing is booming! Since we run a full-service digital agency and see how effective it can be on a daily basis, we’re on a bit of a mission to make sure the companies we work with in and around Farnham make the most of the digital tools at their fingertips. We regularly run workshops for the Farnham Hub – a community of entrepreneurs and business owners – and recently ran one at the Castle Inn about Google Adwords.

We thought we’d give a little overview of the topics we covered on the day with Farnham businesses of all shapes and sizes. First of all, here are a few surprising stats we shared:

• There are 160 billion+ monthly Google searches
• Google owns 92% of the search market share
• Google makes over $100 billion year through ads
• Businesses make an average of £2 in income for every £1 they spend in Google Ads.

In a recent report, respondents were asked what their top marketing challenges are. Generating traffic and leads topped the chart with 65% and proving ROI of marketing activities followed with 40%. Talking to the people who attended our Farnham workshop, this rings true for our local businesses too.

How can Google Ads help tackle these challenges?

Google Ads is PPC (pay per click) advertising, which is also classed as part of SEM (search engine marketing). For a fee per click, Google will put your advert above organic search results. This means paid search is a great option if you’re not ranking well in the search engines with organic search.

There are two ways to advertise using Google Ads. The first approach is Google Search Network, which shows your ad near search results related to one of your keywords. The second method is Google Display Network, which places ads on a variety of news sites, blogs and other niche sites to reach a wider network. Why is it so powerful? The figures speak for themselves:

• 63% of people said they’d click on a Google ad
• PPC visitors are 50% more likely to purchase something than organic visitors
• Search ads can increase brand awareness by 80%
• 69% of searchers that are mobile call a business straight from their Google search.

The main elements of a paid search campaign are keywords, ads and landing pages and the success of any campaign really comes down to managing, matching and optimising. Here’s an example of a campaign we’ve run:

With Google Ads you don’t pay for your advert to be displayed, you pay when someone clicks on your ad. You place a maximum bid for your keyword. This is then multiplied by your ‘quality score’, based on the quality and relevance of your ad, to create your AdRank, which determines the placement of your ads on the page and how much you pay.

PPC is a great way to advertise your Farnham business directly to people searching for your services. It allows for very targeted advertising and brand exposure to reach the right people at the right time. You can control your budgets and reach audiences locally or globally.

If you’re looking for a digital agency in Farnham, Surrey to help you generate traffic and leads to your website and prove ROI, then please get in touch with our Google Ads certified team.