Google Search Screen On Laptop

Carden Digital - Paid Advertising

Google Ads

Google Ads are the three or four paid search results that appear at the top of the page following any google search. For the most part they are indistinguishable from organic search results save for a small green box denoting them as an “Ad”. You’ve probably clicked on them hundreds of times without even noticing.

Google’s ads reach an estimated 80% of global internet users and high commercial intent searches (e.g. coffee shop near me, best women’s shoes etc.) have a 40% chance of resulting in an ad click. Thanks to Google’s keyword targeting you can narrow down the audience so your ads only display in front of people actively searching for you or your industry/service.

Google Ads are priced on a Pay-Per-Click (PPC) model, this means that you only pay when a user clicks on the ad. The result of this is that you are also passively gaining brand recognition from countless potential customers seeing your ads while only paying for the ones that click.

How We Can Help

Google has done a lot to simplify their ads process but for many it can still be a time consuming and confusing process. At Carden Digital we can leverage our experience and expertise to craft effective Google Ads campaigns which are constantly monitored and adjusted to maintain a high conversion rate.

Our services include; writing your ads, researching and building a relevant keyword list to target your ideal audience, adjusting bidding options on a per keyword basis to stay one step ahead of the competition and most importantly, compiling all your ad data into an easily digestible report so you can see exactly what your ROI is.

Facebook Ads

Facebook’s ads appear both in and alongside the main news feed and in Instagram feeds and stories (as Instagram is owned by Facebook). 

Paid ads on Facebook and Instagram offer businesses the ability to display their adverts to extremely niche target audiences. It can be difficult to get across just how targeted these ads can be but for instance, if your ideal customer is a small business owner, female, living in Eastbourne but grew up in a different city, likes cooking, The Green Party and cycling to work - then Facebook will make sure that only users who match these criteria will have the ad displayed to them. Facebook’s ad platform can also create “lookalike audiences”, whereby a list of your existing customers is used to match potential customers which share characteristics with them.

By installing Facebook’s “Facebook Pixel” tracking code on your website, your adverts can be “remarketed”. This means that if a customer looked at, for example, a pair of shoes on your online store, added them to their shopping cart but never checked out – an advert featuring those shoes can be displayed to them at a later date on Facebook.  

How We Can Help

After discussing the goals of your Facebook/Instagram ads, we will build an initial ad campaign to target the users we believe will garner the best results. This campaign will be constantly monitored and adjusted, focusing in on the users that are giving you the best ROI and excluding those that are leading to wasted spend. We will also conduct A/B testing where different ads are displayed to different users to identify the optimum content for your ads.  

You will be sent both weekly and monthly reports on the success of your campaign, allowing you to see exactly how much you are spending and the conversion rate. The spend for Facebook ads is highly customisable and campaigns can be started and paused depending on when they are needed/can be budgeted for. Paid Facebook ads often cost significantly less per click than paid Google ads so are well suited to businesses with a smaller advertising budget.