Category Archives: adwords

google discovery ads

Google Discovery Ads: Everything You Need to Know

In November 2019 Google Discovery Ads were released in Beta.  Now, in July 2020, they are available to all advertisers and we believe they’re going to change the way we use PPC. Google Discovery Ads provide us with the opportunity to reach potential customers through three of Google’s most popular feeds. Google’s use of AI will also allow you to be one step ahead of your customers at all times. We’ve compiled a quick and convenient breakdown of all the information you need to know about Google Discovery Ads to successfully implement this new strategy.

 

What are Google Discovery Ads?

Google Discovery Ads provide you with a new opportunity to reach potential customers through YouTube, Gmail and the Discover Feed (the new name for the Google Feed). According to Google, Discovery Ads are particularly effective for driving sales, lead generation, customer acquisition and remarketing, and can apparently reach up to 2.8 billion people.

Discovery ads allow you to connect with potential customers as they browse their favourite Google feeds all with a single campaign. Their purpose is to show customers something they want before they even know they want it, making them excellent at generating demand through the use of compelling images and creatives. Their remarketing function also enables you to reach customers who have shown an interest in your website. Google has taken a leaf out of Facebook ads allowing engaging, compelling images of your products or service to be displayed to targeted, interested audiences.

 

What is “Google Discover”?

In order to understand one of the main feeds that Google Discovery Ads use it is important to provide a quick explanation behind “Google Discover”, which is the new name for the Google Feed. The Google Discover feed was introduced to keep up with shifts in search behaviour from queries to query-less and from text-based to visual-based. It allows iPhone and Android users who have the Google app on their devices to personalise their newsfeed. The aim of Google Discover is to provide an answer before the user even asks the question which is very much in contrast to Google Search. As a user interacts more with Google Discovery, Google learns more about them and tailors the news feed to their interests and preferences. This is where Google Discovery Ads fit into the equation as your ads will appear here based on the interests, searches and preferences of your potential customer – all thanks to AI.

Below is an image of what the Google Discover feed looks like:

Google Discovery Ads

 

What do Google Discovery Ads look like?

Google Discovery ads are quite similar to Display Ads. They’re highly visual and engaging. The images you use are a very important consideration to capture your audience’s attention. Discovery Ads are also available in carousel format so multiple images can be used to engage and interact with users. Below is an example of a Google Discovery Ad across YouTube, the Discovery feed and Gmail. Note how multiple image types are used across the three feeds which are colourful and engaging. Discovery campaigns automatically select the best-performing assets so including several image and text options will help drive performance.

discovery ads

 

What is involved in setting up Discovery Ads?

You’ll need to be signed into your Google Ads account. From here you need to select a new campaign and choose your objective. Next, select the “Discovery” campaign type. You will be prompted to enter one landing page URL, at least one image, your logo and up to five headlines and descriptions. Google will then use machine learning to serve the best combinations of your assets across the best performing placements. This is similar to Facebook dynamic creative ads for those familiar with Facebook advertising. Google is automating ad optimisation so you can reach more relevant users, with more relevant creatives and relevant locations.

 

What are the targeting options?

Similar to the Google Display Network, Discovery Ads allow you to target custom, in-market and affinity audiences. Remarketing audiences can also be targeted allowing you to re-engage with your website visitors through additional methods. The core principle behind Discovery Ads targeting is to target people based on their interests or what they have been searching for. For example, if you’re selling women’s rain jackets then you’ll want to be targeting people who are actively interested in and searching for women’s rain jackets. Effective audience targeting as well as compelling creatives are vitally important to the success of Discovery Ads.

 

Should I implement Google Discovery Ads?

 

Discovery Ads mark a new step in advertising, you can now place your ads in front of people before they even know they want your product or service with specific targeting options available and the help of AI to deliver the best combination of your ad. However, Google Discovery Ads are still in their early phase and not as well developed as Google Display Ads or Facebook ads. In order to get the most out of these ads you need to ensure you are placing them in front of the right people, that they’re engaging and that they’re tailored to your audience’s preferences. 

 

Google Discovery Ads with Evolution Digital

Here at Evolution Digital, we believe that Google Discovery Ads provide an excellent opportunity for advertisers to focus on driving sales, generating leads and acquiring customers. If executed well, with engaging content and tactical targeting then Google Discovery Ads will help your business reach a far greater, interested audience. Google Discovery Ads present the future of advertising where we can target potential customers before they even know they want our product or service! 

If you’re interested in learning how Google Discovery Ads or indeed any other digital marketing strategy can work for your business then get in touch with us here at Evolution Digital.

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ppc vs seo

PPC vs SEO: What Are They & How Can They Work Together?

Are you finding it hard to wrap your head around PPC and SEO? Wondering what the pros and cons of both are? Looking for someone to tell you if you should be focusing on PPC or SEO? Well, look no further, we break it all down for you in our PPC vs SEO showdown!

 

what is ppc

What is PPC?

 

PPC is the advertising which features at the top and sides of SERPs on the likes of Google and Bing. It’s called pay-per-click as you pay each time the ad is clicked on. PPC involves bidding on specific words or phrases known as keywords. For example, if you sell women’s shoes you may bid on the keyword ‘Women’s sandals’ to advertise your range of sandals. The amount you pay for a click on this ad will depend on the competition of the keyword (i.e. how many other companies are bidding on it) as well as other factors including seasonality and page quality score. Some keywords are affordable. Other keywords cost much more due to a larger number of companies bidding on them.

ppc ads

 

seo dublin

What is SEO?

 

SEO, or Search Engine Optimisation, encapsulates the many practices to increase the visibility of a website in a search engine’s unpaid results. It helps to increase the quality and quantity of traffic that reaches the website organically. SEO includes creating high-quality content that is appealing to prospective customers and using keywords related to your website in content, headings and tags. It also involves receiving external links to your website and improving technical elements including page speed, website architecture and URLs. Search engines have algorithms that determine the quality and relevance of a webpage which leads it to rank accordingly. It is important to uncover what is deemed important by search engines, keep on top of updates in algorithms and to optimise your website according to this.

SEO IRELAND

The Difference Between SEO & PPC

 

There are some clear differences between SEO & PPC.

 

  • PPC ads appear at the top of SERPs above the organic listings. Traffic from these ads have a cost per click.
  • SEO influences the positioning of organic results. Traffic that reaches your website through these organic results is technically* free. *We say technically as we must consider the cost of the work that has gone into SEO to ensure that the web page ranked high organically so that potential customers would click on the result. The traffic is free but SEO itself is not. However, in simple terms, for SEO you do not pay per click received.

 

What are the Similarities between SEO & PPC

 

Although, PPC and SEO have many differences they also share some common elements.

 

  • Both aim to drive traffic to a website, PPC does so through paid means while SEO does so through a series of practices to increase organic ranking.
  • Both PPC and SEO are driven by keywords. Keyword research is vital in a PPC strategy to identify and bid on words and phrases that have the greatest chance of leading to clicks and ultimately conversions. This is carried out by considering the search volume, competition and intent of keywords. For example ‘women’s sandals for sale’ displays a higher purchase intent than ‘reviews of women’s sandals.’ For SEO, keyword research is important to discover which words and phrases to use in titles, alt text and content to increase organic ranking. What keywords are relevant to the website and which keywords will attract a high quality and quantity of visitors. Keywords selected for both PPC and SEO help to get a targeted audience through the search engine to your website. Both PPC and SEO require careful keyword consideration and penalise ‘keyword stuffing.’

 

So, now you know what PPC and SEO are but what are their pros and cons?

 

The Pros & Cons of PPC

 

PPC Benefits:

 

  • Targeted: You can advertise directly to people who are actively seeking out the products and/or services you offer. You can also target specific languages, locations, devices and audiences through Google Ads & PPC
  • Measurable ROI: PPC has a measurable ROI, with metrics such as impressions, reach, clicks and conversions trackable through the ad platform where the PPC ad was created e.g. Google Ads.
  • Payment: You only pay when people click on the ad, hence the term pay-per-click.
  • Ad extensions: Ad extensions can be added to PPC ads including links to other relevant webpages on your site or to the phone number of your company. These increase click-through-rates, pushes competitors further down the SERPs and provides greater visibility and prominence on the SERPs.
  • Position: PPC ads most often feature above the fold so a user can see the ads at the top or to the right of the SERPs.
  • Budget: With PPC, you can decide how much you want to spend daily on your ads, leading to great budget control.

 

Pitfalls of PPC:

 

  • Expense: PPC can be expensive in some cases, for example when targeting high search volume, high competition keywords or targeting large areas.
  • Time investment: PPC will need considerable investment of time. It’s not just as easy as setting up the campaigns and leaving them to run. Bids, keywords and ad copy will require constant optimisation.
  • Skills required: successful PPC advertising requires practice. Therefore, many companies choose to use a specialist agency.

 

seo services

Pros and Cons of SEO

 

Benefits of Search Engine Optimisation (SEO):

 

  • Brand awareness: SEO practices help improve visibility in search engines for relevant, targeted keywords, increasing brand awareness among potential customers.
  • Credibility: Featuring in the organic results on SERPs can increase your credibility among potential customers. Some searchers skip PPC ads and place greater credibility on organic results.
  • No Cost Per Click: SEO is not entirely free as ranking high organically will require time and effort but there is no cost per click on a result when compared to PPC advertising. This can make SEO more cost-effective for attracting relevant traffic.
  • Customer Centric: SEO is an inbound marketing strategy. It focuses on providing relevant content to customers and considers customer’s intent and needs.

 

Pitfalls of SEO:

 

  • Time: SEO takes time and achieving high organic ranking will not happen overnight. 
  • ROI is more difficult to quantify: ROI is more difficult to calculate for SEO than PPC as the time and effort put into SEO is often not quantifiable as a monetary value.
  • Constant changes: Search engines such as Google constantly release new algorithm updates which change the ways in which they rank organic results. One change in ranking guidelines and a website which was ranking highly one day could be demoted the next day!

 

digital marketing

PPC or SEO: Which one should I use?

 

This is a difficult question to answer and depends on the requirements and situation of a specific business. For example, a newly founded ecommerce store which will be competing with larger, more established retailers will likely struggle if it just relies on organic search initially. In this instance, serious consideration would need to be given to PPC advertising to drive immediate traffic. However, a more local based, small business which is specific to one area may gain greater benefit from SEO. Barrell (2019) found 72% of consumers who conducted a local search went on to visit a store within five miles of them. In order to make the decision if choosing between PPC or SEO, clear goals and a long-term strategy is needed.

 

PPC & SEO Working Together – a Match Made in Heaven!

 

Although PPC ads won’t effect a website’s organic ranking and SEO won’t impact on your PPC ads, there are many ways in which PPC and SEO can work together.

Here at Evolution Digital we would ideally recommend implementing both PPC and SEO. It is clear that both have their pros and cons but where one falls short, the other excels. Utilising PPC and SEO alongside each other allows your website to reach its full potential on the SERPs. By running PPC and implementing SEO efforts, your website will appear at the top of the SERPs as a paid ad being the first or one of the first brands seen by the searcher and then again if a searcher skips the ad section and looks at the organic rankings. Having PPC and SEO efforts running in tandem affords a brand the potential to take up a large section of the SERPs, giving you double the exposure and double the chance of clicks.

As mentioned already, keyword research and optimisation are common elements of both PPC and SEO. If PPC was implemented first, then successful keywords from this can be used for SEO purposes. If a company has been optimising their site through SEO prior to implementing PPC then they will have vast keyword data that can help inform their PPC campaign. High performing PPC ad copy can be used to inform organic content on your website. The combined use of PPC and SEO practices helps increase brand awareness. If a person has previously interacted with your PPC advertisement then they will likely remember this experience, if it was a positive one then they will be more likely to click your organic results for similar products/services they are interested in. Even if a searcher doesn’t interact with the PPC ad the ad still helps to create brand awareness. 

 

ppc and seo

 

Google found that even when companies who utilise PPC appear as the first organic result for a keyword, 50% of the clicks they get on their ads were not replaced by clicks on their organic results when the ads were not present. Showing both a PPC ad and an organic result will double the chances of clicks and conversions (Parker, 2012). 

Finally, PPC and SEO can be combined through the practice of remarketing. If a visitor to your site is gained through SEO where they consume top-of-the-funnel content or browse items but do not make a purchase, then SEO can be combined with a form of PPC advertising – remarketing. Remarketing can bring these visitors back to complete their purchase through advertising on Google’s Display network, Facebook or other third-party advertising service with specific information relevant to their previous visit to your website. As you will be specifically targeting warm leads with these ads, there is a greater chance of gaining revenue from your investment.

 

digital strategy

 

Start Your PPC and SEO with Evolution Digital

An integrated strategy using both PPC and SEO has numerous benefits and is an approach we recommend here at Evolution Digital. However, we acknowledge that the use of both strategies will not be ideal for every business. For those who want high-growth and have optimal time and resources then an integrated approach will provide faster growth and greater exposure than just using PPC or SEO in isolation.

PPC brings immediate results while SEO is a longer term strategy requiring website optimisation and content planning. If you require immediate results then start with PPC but as you scale and grow, SEO is an excellent way to grow even more and capture greater market share. At the end of the day, all digital marketing strategies are focused on what works best for you. 

Why not speak to us today so we can help you discover the digital marketing strategy that works best for your business.

 

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mobile-traffic

Mobile Traffic – Are you making the most of it?

As marketers we are all aware by now that in 2015 mobile internet usage officially surpassed desktop internet usage. That, combined with Google’s Mobile Friendly Update in April last year, meant that 2015 was a massive year for mobile traffic!

That is all old news by now, but have you acted upon it? Are you aware of the behaviour of your mobile website visitors versus your desktop website visitors? If you’re not….then you should start now!

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Ultimate PPC Checklist

The Ultimate PPC Checklist

Small businesses especially find it difficult to get the most out of their AdWords campaigns as they do not have time for day to day management or the expertise to get the most out of AdWords. Therefore, we have created a short and precise PPC checklist to optimise the campaign from the first month which can be downloaded here.

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Introducing The Google AdWords App

Google introduced the new Google AdWords app last year taking the leading Pay-Per-Click platform to new levels. In January this year, the revolutionary AdWords App was launched for iOS devices provide the ease of AdWords to all users. According to the Google Inside AdWords blog, the new app acts as a companion to the desktop website allowing users to –

  1. View campaign statistics
  2. Update bids and budgets
  3. Get real-time alerts and notifications
  4. Act on suggestions for optimization
  5. Call a Google expert

With the changing user environment and more users using smartphones on a day-to-day basis for engagements, this is the perfect step for the Ad Giant to grow. All businesses are also acting on this shift to mobile which makes the Google shift a big boon for businesses.

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Digital Marketing

Your Website – What NOT to do!

Anyone who knows anything about digital marketing will be well aware that keeping Google HAPPY is one of the main things that your day-to-day work will revolve around. One type of traffic that every website owner wants more of is Organic Traffic. Why? Because it’s free!! However, getting Organic Traffic is not as simple as ticking a few of Google’s rules off your fingers…if it was our lives would be a lot easier!

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