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Google Ads is the new Google AdWords

Google Ads is the New Google AdWords

Google Ads is the new name for Google AdWords.

Introduced way back in 2000, Google AdWords was quite a revelation at the time. All we had before it came about were pages upon pages of organic results. Then Google announced that people could PAY to get their keywords above all the search results. And below them. And to the side too.

I remember being very cynical about the search engine’s move. Because that’s all Google really were back then, a search engine. And other search engines were available. We had Inktomi and Hotbot, MSN Search, Yahoo, Ask Jeeves, Altavista, Excite, WebCrawler, Infoseek, Dogpile, Lycos, LookSmart, Magellan… Who remembers those?

There was so much competition and so many search engines to choose from, all offering a different experience and different results, if you’ll pardon the pun.

But about being sceptical of the search engine’s new service, I was actually quite upset that all my hard work optimising websites for the organic search results could be overridden by someone being able to pay to get ahead of my hard SEO work. Pay to play. Pay to win. That’s what I thought of it all.

However, for one particular website I was heavily involved with, it wasn’t possible to rank #1 for ALL the pages we published, so Google’s AdWords actually had a very useful purpose – we could pay to get our results ahead of everyone else’s.

So that’s what we did – we had a mix of excellently performing organic content and then supplemented the search terms where we had stiff organic competition with paid search results or Pay Per Click (PPC).

Those were the days when you could pay just 2p per click and we’d scour the Keyword Planner Tool to find terms that were cheap and had high search volumes. That was when we used to put our faith in Keyword Effectiveness Indicators (KEIs).

And here we are, 18 years later and Google AdWords is here to stay.

Except that it’s now called Google Ads.

And the ads aren’t at the side anymore.

And mobile phones are the dominant devices over desktops. Mostly.

But we’ve also got internet TV, the Internet of Things (IoT), voice search, Siri, Alexa, Amazon Echo and Echo Dot… The world has changed a lot since AdWords first came about.

That is why Google decided to have a serious re-brand.

It actually started a couple of years ago when Google announced the redesign of the AdWords interface. Google could see mobile usage finally tipping the balance as it had been predicted to do. The re-imagining of AdWords followed a business-led approach not a product-led one and so, after a couple of years hard work, Big G announced the new interface last year.

After nearly 20 years of being used to the old AdWords I again had my reservations about the fresh new interface. And I still do. But there are features in the redesign that make sense – such as the ease of the Landing Pages tab, resizing tables to full screen and the speed with which I can filter and edit ads.

There are still some bugs, IMO, but the new interface is here to stay so we took the approach that we should learn to use it as soon as possible and learn to love it because it would help us support our many happy clients better.

The final piece to this puzzle is that, with the change in the interface and the evolution of the way we interact with ads, it’s only natural that the name changes too.

And so Google Ads it is.

Google AdWords is dead. Long live Google Ads.


Clever Marketing - Hampshire PPC AgencyHow are coping with the new Google Ads? Are you finding your way around? Do you need help? Would you like us to manage your PPC campaigns for you?

Take advantage of our paid search management services and see how we can optimise your PPC campaigns, saving you money, get relevant traffic and getting those all important conversions.
Call us on 01276 534 680 or fill in our easy contact form.

Saving money on AdWords campaigns - Hampshire PPC Agency

Quickly Saving Money on AdWords Campaigns

Saving money on AdWords is something we genuinely enjoy doing for our clients here at Clever Marketing. We get a lot of enquiries for assistance with Pay Per Click (PPC) campaigns and many of them are from businesses who’ve not been looked after properly. Priding ourselves on great service, we love taking on these new clients and showing them real savings, return on investment and performance on their digital marketing campaigns.

For example, last week we had a call that went something like this:

“Hello, you’re a web design company in Surrey, can you help us please? We’re getting no enquiries!”

We looked at their website and, in a word, it was shocking. We found the following glaring issues:

The main website they showed us was a .co.uk but, as we crawled the site, we noticed that some of the pages switched to a .com domain. It looked like the designers or previous “SEO experts” had been trying to cross-link the domains, possibly trying to rank for two domains rather than one.

Then we spotted that simple problem of some URLs being www, others not, a typical “schoolboy error” that we see so often.

There were also URL redirects, mystery redirects, doorway pages, broken links, missing robots.txt files, no XML sitemap, oh, the list goes on.

So there was a lot of potential “black hat” SEO going on by the look of things. Getting enquiries at the expense of best practice is something we don’t do here at our digital marketing agency. We do things by the book and stick to “white hat SEO”, making sure our work is ethical as well as innovative.

But it was the PPC account that we had a quick look at that gave us kittens.

The client had spent over £1,000 on Google AdWords in the first three weeks of this month and said they’d not seen a single bit of business come through in those few weeks. So we took a look and in 5 minutes we spotted the following…

1. We saw that the client’s ads were running 7 days a week. Looking at when they got the few conversions that they had, it wasn’t on Saturday or Sunday. So we set the ad schedule from Monday to Friday. That alone would save a couple of hundred pounds per month.

2. The next point of contention was that the ads were being shown 24 hours a day. Now some products sell 24/7 but again we checked the time of the conversions and none were before 09:00 and the latest was 13:00. So we took a judgement call on this, worked out when we believed the client’s customers were active and decided to allow the ads to be shown between 08:00 and 18:00 in the evening. Again, this should also save at least £100 in the 3 weeks the ads had been running so that will amount to greater savings over the course of a month.

3. Then we reviewed the geographical targeting of the campaigns. There were a number of campaigns that seemed to be geographically restricted, according to their naming conventions. But on further inspection of the settings we noticed that they were being shown across the world! Luckily the number of clicks were relatively low but even so we fixed these geographical issues and saved roughly £100 a month for the client.

Adding up the savings we believe that the very quick analysis of the PPC account will save the client around £500 a month. That’s half of what they were spending previously and, if the conversion rates continue at the current rate, the Cost Per Click (CPC) will have halved as well.

However, this week we need to really dive into their account and see what we can do to give them genuine value for money. They need ROI so we’re here to achieve that for them. We may have to pause the campaigns and start again from scratch. But whatever we do as a digital marketing agency we need to perform for our clients.

So, saving money on AdWords is something we could do for you too as a premier Hampshire PPC agency.


Clever Marketing - Surrey Digital AgencyIf you’ve got an AdWords account and you need to get the most out of it, please do give us a call. We’re on 01276 534 680 or you can fill in our easy contact form.

We’ll do your keyword research, build your ads, adjust your landing pages and increase your Click Through Rate (CTR) and conversions but drive down Cost Per Click.

5 Signs Good PPC Manager - Clever Marketing - Hampshire Digital Agency

5 Signs You Have a Good PPC Manager

Pay Per Click (PPC) advertising is all about buying visits for your website, rather than gaining visitors organically. So it’s essential you have a good PPC Manager or digital marketing agency partner. After all, everyone wants to be rewarded by search engines for devising great PPC campaigns that are relevant, targeted and effective.

To ensure lead generation it’s fundamental you have a good PPC Manager. But what kind of traits should you be looking for?

Business understanding.

Whether you have a PPC Manager in-house or you’re using a digital marketing agency like Clever Marketing, both must have a good grasp of your business. Not just the products or services you provide but how the business makes money and what the value of each lead is.

Proactive approach.

Your PPC Manager should always advise on which strategy will generate the results you require. It’s not just about the tactical activity. Good PPC Managers really focus on your business and seek out those opportunities for you. This doesn’t just mean the leads and revenue that was generated yesterday but understanding wins and the losses as well as making necessary adjustments. A proactive PPC Manager will also test your accounts more often and be on top of the results so you can gain a competitive advantage.

Always on the ball.

You want your PPC Manager to be continually asking questions about the results of a campaign, spot any consistencies and verify your budget is on track. This is in addition to checking the top spenders, verifying ad positions and following channel performance. New campaigns, ad groups and keywords need to be watched carefully too so that any amends can be made swiftly.

Calm under pressure.

A good PPC Manager will always be testing and willing to take risks. It’s a great way to stay ahead of the curve. They should be calm under pressure too. If something is not working, they must be able to find the source of the problem and get it back on track. Good communications skills are essential to ensure all relevant parties are kept fully up to date.

Results-driven.

A good PPC Manager will review your PPC account regularly. Frequent monitoring is the most effective way to ensure your paid campaign’s a success. Review your accounts weekly and more frequently for new campaigns. It takes time to filter out the irrelevant searches so this is especially important.

Data is a key part of paid search with conversion rates, analysis, landing pages and ads all providing essential information. A good PPC Manager or PPC management agency will discuss conversions, margins and return on ad spend (ROAS) with you so you can get the best return on investment.

We have expertise in Google Ads and Bing Ads as well as Facebook advertising and LinkedIn paid media.


Clever Marketing - Hampshire Digital Agency - PPC & SEODo you want help with your Pay Per Click Campaigns? Does your business require additional support with paid search? Need a new PPC Manager to manage your PPC campaigns?

Hampshire-based digital agency Clever Marketing can act as an extension of your business, becoming your very own marketing department. Contact our Digital Marketing Manager on 01276 534 680 or complete our easy contact form.