PH DIGITAL AGENCY

Our Google Ads Agency - Your PPC Search Engine Marketing Experts in Montreal

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Pay-per-click Search Engine Marketing (SEM): Starting with Strategy

Google is the most used search engine in Canada and globally, offering enormous potential for companies that want to generate demand in a very targeted way.

To assess whether launching a Google Ads campaign is the right advertising opportunity for you, it’s important to consider the following:

To find out what search terms your potential customers use on Google, we carry out keyword research using specialized software and tools. The monthly search volume metric allows us to quantify the demand in your target territory and assess the size of the opportunity before an investment is made.

After confirming that there is in fact demand on Google through keyword research, we use the Keyword Difficulty metric to quantify the level of online competition for your target market. Google Ads is a platform based on an auction principle: certain keywords have a higher (or lower) cost per click (CPC) depending on how much your competition is willing to pay to gain visibility. Online demand and competition are both strategic variables that must be considered by any Google Ads Agency prior to creating a campaign.

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The advantages of advertising on search engines such as Google, Bing and Yahoo

The concept of user intent makes search engines powerful marketing tools. . Think about the last time you used Google—perhaps it was to learn about a particular subject or find a specific product or professional service?

Just like consumers, businesses use Google to find suppliers, solutions, and information. Thus, Google Ads campaigns can be relevant to both businesses that sell to other businesses (B2B) and to businesses that sell to consumers (B2C). Advertising on search engines offers a unique opportunity to generate leads and bottom-funnel demand, unlike social media platforms, which are more often used in a brand awareness strategy.

Search engines offer an opportunity for visibility at a very specific moment in the onlinecustomer journey : ads are only displayed when users search with keywords relevant to your business. Furthermore, you only pay when a qualified user clicks on your ad. Furthermore, you only pay when a qualified user clicks on your ad.

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Our agency takes you through the Google Marketing Platform

This platform brings together various Google advertising products, as well as results measurement tools, such as Google Analytics & Google Data Studio. This unified platform provides an overview, coordinates efforts and optimizes your overarching marketing strategy to achieve better results.

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Simply put, Adwords is Google’s search advertising products, now renamed and part of the wider Google Ads network.

If you serve a local market, we recommend linking your Google My Business account (Google Maps profile) with your Google Ads account to benefit from increased visibility with potential customers who search directly in the Google Maps application. This is strategic if your company serves a local market, for example, the Montreal or Quebec area.

If you run an e-commerce site, it’s essential that the information in your online store, as well as product descriptions, are formatted to be crawlable and indexable by Google. To this end, we use Google Merchant Center to validate all relevant product information. Indexing on Google Shopping is primarily an SEO effort because Google will display your products among the organic results.because Google will display your products among the organic results. Subsequently, this creates an opportunity to launch paid campaigns to obtain even greater visibility.

If you have hundreds or thousands of products on your site, integrations with platforms like Shopify and WooCommerce exist to automate ad creation and product indexing. Using these integrations allows you to synchronize information with Google and therefore avoid hours of tedious work.

The Google Display Network includes 35 million websites, mobile applications as well as Gmail and YouTube. This presents an opportunity to extend the reach of your message beyond the search engine network, by using an image or video display campaign targeted to an audience defined by specific criteria (personas) or by retargeting website visitors.

YouTube, part of Google Marketing Platform, offers an interesting opportunity for video advertising. Although the cost of creating such an ad is more expensive than text or image formats, it has the potential to make you stand out amongst many other advertisers.

In addition, YouTube also works as a search engine which allows targeting according to user intent and specific keywords.

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Why work with a Google Ads agency?

The role of a Google Ads expert is to build a campaign around your budget, which will target only the searches most relevant to your offering, thereby optimizing your return on investment.

<< We can't manage what we don't measure! >> 


- Peter Drucker, Management consultant and philosopher.

To measure the proportion of visitors to your website who will become potential customers, we use cloud software such as Google Analytics, Google Data Studio and CallTrack. These tools allow us to measure form submissions, online purchases and phone calls to your business.

Each click to your website and associated visitor behaviour is counted as data that we can visualize across different statistical dimensions. Consequently, this helps us better understand the advertising system in place and continuously to optimize it.

These tools provide us with data to measure the key performance indicator that every entrepreneur, marketing director, or investor wants to know: the financial return on ad spend.

One of the advantages of a search engine marketing campaign is that it can always be adapted to fit your budget. For example, you may decide to start with a small-scale test campaign, with the possibility of increasing the monthly investment in light of quantifiable and conclusive results . In addition, seasonal businesses often tend to adapt their budget throughout the year according to fluctuating demand

Unlike SEO, it’s possible to obtain visibility and generate demand within a very short time frame. In fact, once a Google Ads campaign is created, qualified visitor traffic is driven to your website on the very same day. Using the measurement tools described above, we will then monitor and analyze the ad’s performance metrics to assess the return on investment.

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Let's discuss the potential of Google Ads for your business.