PPC Management

• Better qualified leads: As a merchant, you can increase the quality of your leads by featuring product information directly in your ads to help shoppers make informed purchase decisions. This makes shoppers more likely to complete a purchase on your site. For example, when Sally does a Google search for "fish bowl", she might see Shopping ads from merchants selling fish bowls. She can tell which fish bowl suits her taste just by looking at the picture. She can also quickly see whether the fish bowl fits her budget by looking at the price. This means that by the time Sally has clicked the ad, she has a good sense of the product and its cost, which puts her further down the purchasing funnel compared to the average web user.
• Easy retail-centric campaign management: Instead of keywords, Shopping ads use the product attributes that you defined in your Merchant Centre data feed to show your ads on relevant searches. Browse your product inventory directly in Google Ads and create product groups for the items that you want to bid on.
• Broader presence: More than one of your Shopping ads can appear for a given user search and, if relevant, a Shopping ad and a text ad can also appear at the same time. This means that your reach with shoppers for a single search could double.
• Powerful reporting and competitive data: See how your products are performing at any level of granularity that you want. For example, you can see how many clicks a particular brand of high-heeled shoes got just by filtering your products view – no new product groups needed. Use benchmarking data to get insights into your competitive landscape. Identify growth opportunities with impression share data and the Bid Simulator tool.

• Save time. No more mapping keywords, bids and ad text to each product on your website. Plus, Dynamic Search Ads may help you advertise to new markets faster than other alternatives.
• Show relevant, dynamically generated headlines with your ads. When a customer's search is relevant to your product or service, Google Ads will dynamically generate an ad with a clear headline for the most relevant page on your site.
• Control your ads. You can show ads based either on your entire website or on specific categories or pages. Or, prevent your ads from showing for products that are temporarily out of stock.
• Capture additional traffic. Dynamic Search Ads can help you gain additional traffic and sales identifying new serving opportunities that you aren’t already targeting with keywords.
• Display URLs are based on your final URL domain. You no longer have to enter your display URL when creating a new ad. Instead, Google Ads will use the domain from your final URL and show it as your ad’s display URL. For example, if your ad's final URL is www.example.com/outdoor/hiking/shoes, the URL on your ad will appear as www.example.com.

• Research the longtail keywords your target audience are searching for – use these terms to create your Adwords campaigns.
• Create compelling ads that deliver the messages and products/services your prospects are searching for.
• Set a daily budget to ensure you don’t exceed your allocated spend.
• Reach your customers on whatever device they are searching on – e.g. desktop, mobile or tablet.
• Measure the impact of your campaigns and find out how many people see your ads, the percentage of prospects who click on your ads and the amount of sales you’ve made as a direct result.
• You can test and tweak your ads at any time and pause and re-start your ads as you see fit.

If you already have Google ad campaigns set up, you can import them into your Bing account. Bing ads work the same way as Google and are usually cheaper due to the lower number of users on the platform.

Native advertising is the use of paid ads that match the look, feel and function of the media format in which they appear.

Native ads are often found in social media feeds, or as recommended content on a web page. Unlike display ads or banner ads, native ads don't really look like ads. They look like part of the editorial flow of the page. The key to native advertising is that it is non-disruptive - it exposes the reader to advertising content without sticking out like a sore thumb. Taboola & Outbrain are the go-to platforms for this type of advertising.

Unlike traditional Google search ads, Google display ads are ads shown to users across 2 million+ websites, videos, and applications that are a part of the Google Display Network (GDN), based on their previous online activity.

Google are not the only company to have a display network. Companies such as Criteo have a vast network available to them and I have seen great results this form of advertising.

Paying to display adverts (whatever the format – text, image, video, carousel etc.) or sponsored messages to social network users based on user profile e.g. demographic. A cost is incurred depending on the type of ad planned; for example many ads incur a cost per click (cpc).