Google Ads

Google AdWords now rebranded to Google Ads – allows businesses to reach people when they search on Google and/or are actively engaged with a product or service.

The simplest form of Ads appear at the top of Google’s search results.  For example, if you were to search for “Google AdWords Management Brisbane”, you would likely see Google ads in the top 4 positions with a small ‘Ad’ logo next to the listing.  These ads have been written to appear for searchers when this specific phrase or ‘keyword’ was typed into the Google search bar.  Advertisers only pay for these ads when someone actually clicks on them – which is why this form of advertising is also known as ‘Pay Per Click’ (PPC) Advertising.

The order or ‘rank’ in which these ads appear is determined by the ‘ad auction’, which is influenced by several factors being calculated during every single search.  These can be narrowed down to:

A)  The price you are willing to pay per click; and

B)  How relevant your ad and website are to the searched keyword.

Other factors such as page load speed, and how often your ad has been clicked on previously, also affect this calculation.

The ads can appear in many variations – some may be several lines long, include phone numbers, a street address, prices, specials, and even images of the specific products.  These variations are determined by a range of Ad Extensions and Ad Types advertisers can use to grab the attention of searchers.

Ultimately, Google have provided a product that allows business operators to run their own Google AdWords accounts.  It may not be easy or expedient to run your own advertising account, but it is possible.  This means that many companies who offer Google AdWords management are not the most qualified to manage an advertiser’s marketing investment.

An analogy would be if Accountants did not require mandatory accreditation to operate but could obtain qualifications optionally.  Would you trust your money to someone without qualifications?

As a Google Premier Partner, Bonfire must uphold certifications and qualifications that are refreshed annually.  Google also constantly supports and vets our Google Ads accounts to ensure best-practice is being maintained.

In addition, Premier Partners gain access to Australian support from Google, along with frequent training and early-access to beta features, which gives their advertisers an advantage over their competitors.

In Australia, SEO prices generally reflect both the level of expertise and the amount of time spent on your campaign.

While cost is obviously important, the end goal of SEO is to generate a positive return for your business – so it’s important to select an SEO company that has the experience and a strong track record of generating results.

The danger of focusing on price to make your decision, is that you often end up at the bottom end of the market, with providers that outsource a large amount their work or operate at a loss to establish themselves and win new business.

We’ve seen countless examples of ‘cheap’ SEO campaigns and the long-term cost to the business can be huge. Recovering from a penalty or fixing past mistakes can often take months of work and the lost revenue during this time can be worth thousands to a business owner.

At Bonfire, our focus for your SEO campaign is return on investment. Our Perth SEO experts have over 20 years of experience and thousands of campaigns under their belt, generating a real-world impact on the bottom line of businesses across a wide range of industries. We encourage you to read reviews, do your research and make an informed decision before investing in any digital marketing services.

Google employs various processes to prevent fraudulent ad clicks, including altering search results for users based on their previous search history and behaviour.  Even with these preventative measures in place, it’s easy for a malicious agent to circumvent these barriers which can cost advertisers a considerable amount in fraudulent clicks.

To prevent fraudulent clicks impacting your bottom-line, Bonfire also employs a third-party software which enable us to personalise the protection for each of our client’s accounts.  This software allows us to prevent users from seeing ads depending on their behaviour and location. Since implementing this software, we have had proven savings of hundreds of thousands in wasted clicks each year.