branding and SEO 

Why Do You Need SEO?

inspect your seo graphic

Why You Need This!

BizzDesign offers a range of packages for any site looking to improve their rankings in all major search engines. We also look at your Branding and where you sit in your chosen marketplace. We have proven methods to bring the customers that wish to purchase from you to your door, the rest is up to your sales people to complete the sale.

If you are an ecommerce site and not a bricks and mortar business, then we will make sure your sales funnel is setup to take your customer on their purchasing journey smoothly to completion of payment.


A customers purchasing journey needs to be a smooth transition without and bumps that may frustrate them and cause them to go looking elsewhere for that service or product. This is done by understanding your customer and then their motivation for shopping with you and making sure they are happy with each step.


If you are new to the marketplace, and this also includes businesses that have been around for a long time but new to the internet, then it is important that you understand your customer, and that you must get your branding out there. As luck would have it, we are very good at planning and customising a path for you to achieve this. Look at the plans below and understand that any of them can and most certainly will be customised to fit your business and your needs.

What is Google Ads (Formerly Known as Google AdWords)?

Google Ads, AKA Google AdWords, is an online advertising platform developed by Google, where advertisers pay to display brief advertisements, service offerings, product listings, video content, and generate mobile application installs within the Google Ad network to web users.

 

AdWords offers services under a Pay-per-Click (PPC) pricing model. Although an advanced bidding strategy can be used to automatically reach a predefined Cost-per-Acquisition (CPA), this should not be confused with a true CPA pricing model.

 

Google Ad’s system is based partly on cookies and partly on keywords determined by advertisers. Google uses these characteristics to place advertising copy on pages where they think it might be relevant, e.g. homepage or landing pages. Advertisers pay when users divert their browsing to click on the advertising copy - PPC. 

 

In a high-level summary, Google Ads is the following:

  • Google Ads is based on an auction system that rewards businesses who have high-quality ad campaigns with lower costs and better ad placement
  • You can exercise tight control over how your Google Ads budget is spent using tactics like ad scheduling, geotargeting, and device targeting
  • The average cost per click in Google Ads is between $1 and $2 on the search network. The average CPC on the Display Network is under $1
  • The most expensive keywords in Google Ads and Bing Ads cost $50 or more per click. These are generally highly competitive keywords in industries that have high customer lifetime values, like law and insurance
  • Giant retailers can spend up to $50 million per year on paid search in Google Ads
  • The average small business using Google Ads spends between $9,000 and $10,000 per month on their Google paid search campaigns. That’s $100,000 to $120,000 per year

Monthly Budget

Google Ads won’t charge you for displaying your ads. Instead, you pay only when someone clicks on your ad, views your video on YouTube, or calls your business.

 

As for setting a budget, it’s your call. Some businesses spend tens of thousands of dollars a month, while others are comfortable investing several hundred.

 

PPC Budgeting Basics

You can think of ad budgets in the same way you would about any other budget. You start with a core figure that will represent the majority of your ad budget, and allow a little leeway in case things change or something goes wrong. One way to start budgeting a PPC account is on a per-campaign basis.

 

Total Budget

Many factors can affect the costs of AdWords advertising for your business. In Google Ads, they have an Ad Auction.

 

Campaigns (Search, Display, or Shopping only)

Ad campaigns are an important marketing strategy for all kinds of businesses that want to increase brand awareness and profits.

 

An ad campaign is a set of advertisements that revolve around a single message and are intended to achieve a particular goal. For example, a company might create an ad campaign to meet one of the following business objectives:

  • To create brand awareness for a new product
  • To drive sales of a product or service
  • To generate leads by asking people to sign up for an email list or another free offer

 

Ad campaigns are highly powerful because online activity is so measurable. The more data and metrics you can collect about the ways that people interact with your ads, the easier it is to optimize those ads to get better results for lower costs.

 

Each campaign has its own unique settings tab in Google Ads. This allows you to control specific parameters of each campaign independently of other campaigns in your account. 

 

Each campaign should have its own daily budget. If you’re running several campaigns simultaneously, you should think about which campaigns have priority. For example, a campaign advertising your best-selling product may be more important to your business than another campaign promoting content to prospective customers at the top of the funnel. In situations like this, you might want to allocate a larger daily budget to the product campaigns.

 

If you’re planning a monthly PPC budget, all you need to do is calculate the breakdown of daily budgets for each campaign, and allocate your funds depending on the priority of each campaign.

 

Ad Groups

An ad group contains one or more ads that share similar targets. You set a bid, or price, to be used when an ad group’s keywords trigger an ad to appear. This is called a Cost-per-Click (CPC) bid. You can also set prices for individual keywords within the ad group.

 

Use ad groups to organize your ads by a common theme, such as the types of products or services you want to advertise.

 

Keyword Bids

With this advertising system, advertisers bid on certain keywords in order for their clickable ads to appear in Google’s search results. 

 

The actual position of your ad is determined by your ad rank (Maximum Bid x Quality Score). The highest ad rank gets the 1st ad position. Your actual CPC (Cost per Click) will be determined by the ad rank of the next highest ad below you divided by your Quality Score. The only exception to this rule is when you are the only bidder or the lowest bid in the AdWords auction; then you pay your maximum bid per click! AdWords bidding heavily penalizes advertisers who bid with low quality scores. Conversely, those with high Quality Scores get higher ad ranks and lower CPC.

 

Keyword and Audience Research

One of the most important parts of setting up an online ad campaign is defining your audience: Who will see your ads?

 

In paid search campaigns, this is achieved through keyword research, the process of discovering the real keywords that people are using to search for topics related to your business. You can then bid on those keywords so that your Google ads will show when people search for those topics.

 

Ad Auction

An ad auction begins when a user enters a search query, after which Google determines whether the query contains keywords that advertisers are currently bidding on.

 

If advertisers have bid on some of the keywords in the user’s search query, the ad auction begins. The purpose of the auction is to determine Ad Rank, or where each ad will be positioned. The auction determines the inclusion and placements of ads according to the Ad Rank formula based on two main factors - Maximum Bid and Quality Score.

 

Once your Quality Score and Ad Rank have been calculated, Google uses this data to determine how much you’ll pay each time someone clicks on one of your ads.

 

Ad Copy

Ad copy is a term that refers to the main text of a clickable advertisement, whether it is a contextual or a pay-per-click ad. The text of the ad copy is generally the second and third lines of an ad displayed on a search engine results page or any other web page, and is between the title and the display URL. Most advertisers use ad copy not only to describe the advertisement, but to also insert the keywords that the ads have been created for. The ad copy is an excellent way not only to describe where the advertisement link leads, but also to make the advertisement seem as persuasive as possible to any visitors who might be interested, as they have already searched for a particular keyword that has brought the ad up.

 

Ad copy is made up of different elements, all of which are generally slipped into the two or three lines that advertisers are allowed to use for their purposes. It also combines search engine optimization with marketing tactics that are used in all types of advertising, not just pay-per-click and contextual ads. As long as the advertiser knows the project or business the company is attempting to sell, and has in mind who the key demographic is, ad copy can be written effectively. Some of the marketing tactics and parts of ads included in writing ad copy include:

 

  • Credibility - offering the visitor believably about the product or brand
  • Attention - something that grabs the visitor’s attention such as the keywords or keyword phrases
  • Promise or Benefit - whether it is offering information or just a particular product, the ad copy generally has some promise of benefit for the visitor if he or she clicks on the link
  • Action - the goal of ad copy is almost always to get some kind of action or reaction out of the visitor. Whether it is to visit a landing page, fill out a form, or actually purchase a product, the goal of most ad copy is the same, and involves some kind of action.

 

Many experts believe that the best ad copy for pay-per-click advertising contributes to a high conversion rate after the click through is accomplished. To achieve this though, many advertisers will test different ad copy to learn if it is more effective than other versions of a particular ad. Advertisers use tools to create several different versions of the ad copy they intend on using, so that they can test each one to see which has the highest conversion rate. Testing ad copy can also lead to saving money on a particular paid inclusion campaign. If a particular version of the ad is working better than another, the best version can be used for all advertisements to save money on click through rates.

 

While ad copy is only two or three lines long, it is a very important part of the pay-per-click advertising package. In the end, it is what catches the visitor’s attention and causes them to either click on the URL to learn more, or simply move one to a different ad or organic result on the search engine results page.

 

Ad Extension

Ad extension allow advertisers to show extra information with their ads, such as a business address, phone number, or web page links. Ad extensions are created to improve ad visibility and attract clicks. They appear with the Search Network, above search results, and at time on the Display Network.

 

Google Ads shows extensions when it calculates that the extensions will improve the advertiser’s campaign performance, or when an ad is ranked high enough for it to appear.

 

Manual Extensions

  • App extensions - allows advertisers to provide a link below the ad text directing users to a mobile or tablet app
  • Call extensions - allow advertisers to include a clickable phone number in their ads
  • Location extensions - allows advertisers to show their business address, phone number, and map marker
  • Review extensions - allow advertisers to showcase positive, third-party reviews from reputable sources
  • Sitelinks extensions - allow advertisers to add additional links below their ads
  • Callout extensions - allow advertisers to add additional descriptive text
  • Structured Snippet Extensions - allow advertisers to add up to two predefined headers (product or service) like brands or degrees
  • Price extensions - allow advertisers to display prices for products or services
  • Click-to-Message extensions - allow advertisers to connect with advertisers via SMS apps
  • Promotion Extensions - allow advertisers to highlight sales and promotions that a business has to offer

 

Automated Extensions

AdWords creates and displays automated extensions when the system predicts they will improve performance. Automated extensions include:

  • Consumer Ratings
  • Seller Ratings
  • Previous Visits
  • Dynamic Sitelink Extensions
  • Dynamic Structured Snippets