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Paid Media and Google Ads

Wouldn’t it be great if you could place an advert, target your specific audience and track its exact results showing you what you are receiving for your money? With Google Ads and paid media you can.

In the last century, the tools for marketing your company has changed dramatically. Some of the older conventional advertising methods, such as newspaper advertising, still applies and still gives results but they are difficult to track ROI.

Why Use Google Ads?

Sometimes people ask, "Why would I pay to appear on Google when I can get my site to show up for free?" The answer is, it's not as easy to drive "free traffic" as you think.

Google's algorithms are designed to only reward the highest-quality sites with organic rankings, and it can take a lot of time, effort and cost to achieve organic rankings on the keywords you want to rank for.

Going the paid route is often faster, and in addition, gives you more control over the appearance of your listing in the search results.

What is owned, earned and paid media?

Owned media

Owned media are sites that you own and control, like your website or social media profile. These are an extension of your brand and create additional avenues for people to find you and engage with your brand.

Earned media

This is when others have shared your content with links back to your own website, such as publications that have picked up your editorial, or when your customers share your content. It drives traffic, engagement and sentiment back to your brand. Good SEO and content strategies are typically the most effective.

Paid media

Paid media, like Google Ads, or Facebook ads, is a good way to promote content to drive people back to your website, or to engage or spread awareness.

All three elements

A business needs all three of these in their digital media strategy in order to best reach their target market.

A lot goes into building a winning Google Ads and paid media campaign:

  • Knowing your target audience.
  • Researching and selecting the right keywords.
  • Organising those keywords into well-organised campaigns and ad groups.
  • Selecting the right bid.
  • Setting up landing pages that are optimised for conversions.

Search engines reward advertisers who can create relevant, intelligently targeted campaigns by charging them less for ad clicks. If your ads and landing pages are useful and satisfying to users, Google charges you less per click, leading to higher profits for your business.

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