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A Google AdWords Qualified Company can maximise your ROI and here we look at why it is important that you choose a Pay per Click (PPC) management company who are qualified to manage your online marketing budget.
Online advertising is now one of the most popular ways to gain exposure for your site, company and the promotions you offer. It is unlike any other form of marketing, relying solely on a Pay per Click basis, which means that your adverts need impact and they need to be shown for the most appropriate keywords.
Google are the biggest name in PPC advertising due to the popularity of their search engine. With Pay per Click working on a basic principle of targeted keywords, the ads should only appear in results pages that are relevant to what your advert is offering or promoting. This is why it is so important to really understand the whole campaign optimisation process.
Google run an advertising platform called AdWords. If you have ever seen a Google results page, these are the links that appear on the right-hand side of the page and occasionally in the header. These ads are typically known as ‘Sponsored Links’.
The AdWords programme seems simple at first but this can mask a level of complexity that can cost novice users dear in the long run. Google provides a lot of help on their site and also promotes accreditation through their Google Advertising Professionals training program.
It is by no means an exclusive award, there are a number of agencies and freelancers with their Google accreditation. This means that individuals have sat and passed the official exam and that, in the case of Qualified Companies, have managed a certain level of spend on behalf of clients.
However, like most exams, there are those who’d rather not bother yet still claim to be an expert. This can even manifest itself with individuals and companies displaying the AdWords Professional logo to give the impression that they have reached the necessary standard.
The most obvious way to determine whether someone is making a false claim about their status is if they fail to show the Google AdWords Qualified Company logo on their site. Equally, and perhaps worse still, are those who show the logo but do not link to the appropriate page within Google confirming their qualification status.
Of course, you should also ask for testimonials or case studies from the company you are considering using for your Google AdWords management. If they can’t provide any, you may just decide to carrying on searching for an appropriate partner to manage your paid search marketing budget.
Clearly there are companies and individuals out there who are less interested in gaining the official accreditation and more interested in making a quick buck. Whoever you choose, always ensure that they have the necessary experience and certifications to manage your Google AdWords account, otherwise it could just end up costing you more in the long run.
Read more about Google’s Advertising Professionals Programme.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.