Google Ads

Google Ads (previously Google AdWords) allows advertisers to target a customer’s intent when they are actively researching a product or service. It is an auction where businesses pay per click (PPC) on target keywords that will trigger relevant text ads that pop up on Google’s first page. Advertisers choose how much they’re willing to pay for each click (bid) for a target keyword in a specific geography.

Different campaign types such as Search, Display, Video, Shopping, or Remarketing can be used to drive different business objectives like generating leads, making sales, generating impressions, clicks and more.


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As a Digital Marketing Agency, we’ve been providing PPC Management for a wide variety of clients and have done so as a core service offering since opening our doors. Through that we’ve developed a winning process.

Fundamentally, it starts with truly understanding your business, your services, your customers, and your competition. This helps us determine where we need to advertise, what we need to advertise, and to whom. We’ll get on a call with you and fill out a questionnaire together to gather all the relevant details.

Once this is complete, our AdWords management team will begin setup of your account that involves: keyword research, landing page discovery, building campaigns, building ad groups, writing ads, maximizing the use of extensions, adding negative keywords, setting goals, setting budgets and more.

We then present the build to review the ad strategy and details so that there is an opportunity to make changes before pushing live.

But what does going live mean and how does it actually work?

Google Ads work like an auction house, where a blind auction is held every single time a user enters the search terms you choose to bid on.

When we set up a Google Ads campaign, we specify how much you want to pay for each click on your target keyword. Once you have set those parameters, Google’s algorithm will hold a blind auction when your target keywords are queried in Google.

The number of times your ad will be displayed is based on your Ad Rank and Quality Score which is determined by factors like ad relevance, expected click-through-rate (CTR) and landing page experience. Your bid will compete with other advertisers bidding for the same keywords in the same geography.

See an example below of a typical search on Google:

Notice the variation in the way that these ads are positioned, the kind of information and the amount of information that is shown.

  • Hello Fresh, in this instance, is in the top position because they are the highest bidder (The position of the search Ad is determined by bid, Ad relevance, and landing page experience)
  • Grocery Gateway appears next, showing a shorter description and some additional site links.
  • Serviceto is in the third position of the search results page with no additional site links.

Our team will keep an eye on the performance and make on-going changes to the campaign to improve the most important metric to you. That metric, for most businesses, is conversions.

The monthly results are recorded and presented so that our clients know exactly what they’ve spent and what they got in return. We’ll also deliver recommendations and ideas to build upon successful results.


Google Search Ads enable businesses to appear at the top of Google’s search results when a potential customer is searching for a product or service offered by the business – right away.

This is very powerful because it enables advertisers to capture potential customer’s buying signals in real time, giving advertisers the ability to transact with potential customers without having to wait to climb the ranks organically through Search Engine Optimization (SEO).

Google Ads gives advertisers a piece of mind, knowing precisely if the advertising worked and to what degree – and this is where having a trusted PPC Management Company like The Influence Agency at your side comes in handy. While you’re busy attending to your busy, we’re in the background doing any number of the following tasks:

  • Monitoring spend to meet conversion and budget requirements
  • Tweaking and testing ad copy (all day, every day)
  • Analyzing competitor data to uncover winning landing pages
  • Staying on top of negative keywords to exclude
  • Conquesting branded competitor search terms

For most businesses, a tuned up Google Ads strategy is an incredibly cost effective way to drive sales and generate leads that continues even when advertisers see their investment in SEO yield first page results, because people still click on ads.

Frequently Asked

There are a lot of intricacies involved in Google Ads that can yield many questions, so while we can’t answer them all, here are the most common questions we get:

The cost of each click will depend on your industry and the number of advertisers bidding for the same terms. The keywords you have chosen, how competitive these keywords are in your target geography and your overall Google Ads budget will also determine the price of each click.

Highly competitive keywords, like “toronto PPC agency”, will generally cost more per click since your competitors are willing to spend heavily to appear on such a desirable search query. Your overall budget for Google Ads will also impact your bidding strategy. Generally, the more budget you have to play with, the more flexibility you have for setting higher maximum bids

Match types are a critical component of the structure of any search campaign. Let’s use the above example and look at the differences between keyword match types.

  • Exact match keywords are triggered by queries that match exactly to the
    keyword and close variants. For example, “grocery delivery” is eligible to match
    queries like “Groceries delivered” but not “grocery delivery near me”
  • Phrase match keywords are triggered by queries that match the keyword and
    whatever queries that come before and after the target keyword. For example,
    “grocery delivery in toronto” is eligible to match queries like “Express grocery
    delivery in toronto”
    and “best grocery delivery in toronto.”
  • Broad match modifier keywords are triggered by queries that contain all
    of the target keywords as long as they are all present in the query. For
    example, “+grocery +delivery +toronto” is eligible to match queries like
    “delivery of grocery in toronto” and “grocery delivery near me in toronto.”
  • A broad match keyword matches to queries that include the terms and
    similar meaning terms in the keyword in any order. For example, “grocery
    delivery” is eligible to match queries like “groceries delivered in toronto” and “Online delivery of groceries near me”

Match types play a significant role in determining the structure of a search account. At The Influence Agency, we focus on holistic and comprehensive Google Ads Management strategies that ensure you are appearing for your target keywords and your ads are optimized to drive key business objectives.

What you don’t target is often more important than what you do target. Opposite to your target keywords, the negative keywords will prevent your search Ads from serving for certain queries.

It is important to note that negative keywords can be set at 3 levels. Account, Campaign and Ad group level. For example, if you sell white tennis shoes, but there are no running shoes in your inventory and never will be, so you want to add “running shoes” as a negative keyword at the account level.

Ad group level negative keywords, on the other hand, can be used to protect certain ad groups and control over which chunks of the account are serving for given terms. In the above example, you might want to add the word “Red” as a negative keyword in your broad match ad groups that include generic terms like +tennis +shoes.

Smart bidding utilizes Google’s machine learning to automatically set bids based on various factors. You can choose a bidding strategy based on your campaign objectives. Choose ‘Maximize Clicks’ if you want to get the most number of clicks for your budget while having control over the maximum cost per click.

New Smart Bidding strategies such as ‘Maximize Conversions’ are fully automated allowing advertisers to focus the budget towards a conversion focussed campaign.

The account set up process depends on the type and the scale of the business. The process can take longer if the business has many different product or service categories across various locations. We typically complete new setups in 10 business days.

The Google billing process is quite simple to set up. To get your ads up and running, start by submitting your credit card information and setting up your account on automatic payments. Since it wouldn’t make sense for Google to bill a credit card for every click, it will accumulate charges and bill at thresholds. You can also access all transaction, fees and monthly statements in the “Billing Settings” section.

Becoming a Google Partner is a stamp to have met the highest business standards set by Google. The Influence Agency is a Google Partner with access to new ad units and excellent support ecosystem.

Recommended budgets are based on the following factors:

  1. Keyword competition
  2. Target locations
  3. Target return on ad spend

Google will mark your campaign as “Limited by budget” if your spend is insufficient for the goals you want to achieve.

Look at the “Search impression share lost to budget” to see how much impression share is lost due to the budget.

If you would like more information about Google Ads Management or looking for a digital marketing expert in Toronto. The Influence Agency is the place to go. Our in-house experts have the tools and knowledge you need to drastically scale your business in the shortest amount of time. Contact us today and find out how we can help take your business to the next level.

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