What is Google Ads?
Google Ads is an online advertising tool that helps you connect with customers by serving your ads on search when prospects are looking for your brand or terms related to your business.
You only pay for these ads when people actually click on them.
Google Ads works by displaying your ad when people search online for the products and services you offer. By leveraging smart technology, Google Ads helps get your ads in front of potential customers at just the moment they’re ready to take action.
- Start by selecting your goal, like getting more visitors to your website or more phone calls to your business.
- Next select the geographic area where your ad should be shown. It can be a small radius around your business or much broader, like cities, states, or entire countries.
- Finally, craft your ad and set your monthly budget cap.
Once your ad is approved, it can appear whenever users in your target area search for a product or service like yours. You only pay when users engage with your ad, like clicking your ad or calling your business.
*As explained by Google
Sugar Market, formerly known as Salesfusion, for Google Ads puts effective paid search advertising in reach for small to mid-sized marketing teams by eliminating the cost of third-party experts and reducing the time spent managing campaigns. It’s a simpler way to get started with Google Ads, previously AdWords, advertising.
Sugar Market for Ads feature allows customers to advertise products or services online through search advertising on Google. Sugar Market for Ads opens up the world of online advertising to small and mid-sized marketing teams by providing an easy way to create and launch paid search campaigns without internal expertise or using a third-party agency. Sugar Market for Ads is intuitive, leverages AI to optimize campaigns and automate bidding, tracks performance, and allows you to build brand awareness and drive high-converting traffic to your website.
A campaign is made up of the monthly ad spend that you designate plus our monthly maintenance fee. Depending on your monthly budget, our maintenance fee can differ between packages. Paying more on ad spend reduces the fee amount.
This is the monthly marketing budget that goes directly to Google. This budget is divided up evenly over 30 days, giving you a max daily budget. This daily budget is depleted throughout the day as potential customers click on your ads. Once your daily budget has been used up, your ads stop showing and will resume again with a fresh daily budget the next day. This ensures your monthly budget is used up evenly and not all at once.
Why use Sugar Market for running Google Ads campaigns instead of launching campaigns through Google?
Navigating Google Ads and managing search advertising campaigns can be tedious and costly if you’re not an expert. You need to continuously monitor and update bids and keywords to stay within your budget. Sugar Market makes it easy to launch paid search ads quickly and leverages behavioral and predictive analytics to get your ads in front of people looking for terms related to your business. Optimization algorithms then focus on improving campaign performance. Over time, adjustments are automatically made that allocate more of your budget to the best keywords.
Budgets are set per campaign with Sugar Market for Google Ads. The more budget you dedicate to advertising, the lower your maintenance fees are. Your cost per click (CPC) will remain the same as it would if you were advertising directly through Google.
Third-party agencies typically charge a fee to manage advertising spend on behalf of advertisers, and oftentimes they will not manage an account if it doesn’t meet a minimum media spend, which may be as much as $5000-$7000. Sugar Market for Google Ads includes access to the AI-optimization technology and support.
Your campaign will be up and running in minutes. The more input you give our machine learning technology, the more it is able to understand your business and the more accurate keyword recommendations will be. The AI-powered integration will allow Sugar Market to automate the manual tasks of bidding and constantly researching and removing keywords. You should check in periodically to monitor conversion rates and optimize landing page experiences for the best possible performance.
You won’t see an overnight change. With Google paid search advertising (no matter if you run campaigns on your own, with an agency, or using Sugar Market) it takes time to see which keywords, ads and landing pages work best. Our AI technology will constantly monitor and improve your ads automatically, but there is learning involved which may take some time. Your exact ramp up time may be shorter or longer than that depending on various factors, like your ad copy and the amount of competition for your keywords.
- Views: Also known as impressions; the number of times people saw your ad
- Clicks: The number of clicks on your ad. This includes clicks on the ad content and your company name and logo, but excludes some social actions such as likes, comments, and shares
- Conversions: The number of desired actions that occurred from your paid search campaign (form fills in most cases)
- Cost Per Click (CPC): The price for an ad click
- Cost: The total amount you have paid for your campaign
- Revenue: A dollar amount that can be assigned to each conversion. This will default as $1, but in eCommerce scenarios the values come directly from the online store
- Position: The average spot your ads show on the results page
Kliken is our integration partner and helps us bring Sugar Market for Google Ads to you. Invoicing is done through Kliken.
Your campaign is billed on a month-to-month basis until you cancel your campaign. After your previous month’s budget is depleted, you campaign is paused until the next payment is processed. This should be in under 12 hours.
- Once you set up and activate your campaign, we will automatically bill your credit card for the campaign ad budget plus a maintenance fee.
- Your campaign is sent to Google for review and approval, which can take from 15 minutes to a few hours.
- Your campaign goes live and people searching for your keywords will start seeing your ads in auctions on the Google Search Network (read more about the auction process here).
- Your ads will be available to serve in auctions for keywords you bid on, and will drive interested visitors to your dedicated pages. Volume varies by campaign.
- Sugar Market for Google Ads’ billing is a month-to-month service that can be cancelled at any time. You can cancel your active campaigns at any time by clicking on the red trash can in the campaign management toolbar.
- Sugar Market allows you to target regions by city, state or country meaning that you can target an area as small as your local town or as large as entire country. When you select a country, for example the United States, users outside of this area will not be able to trigger your ads, keeping your searches as relevant as possible. For example, a lawyer may not be certified to practice across all states as each state has their own law, so the law firm should target all states apart from the ones in which they cannot practice. If you own an online store to ships all over a specific country, the country option will be best for you. Select state targeting if your business offers products or services to one or more states within a country.
- Just a few minutes. Sugar Market for Google Ads was designed to take the burden off the advertiser in order for them to focus their time and energy on more important aspects of their business. Rating keywords positively or negatively using a thumbs up or down helps the engine to learn and can optimize your campaigns for better results. We take care of all the hard work and know-how for you, and the more you tell us about your business, the better our machine-learning gets.
- In-app reporting gives you performance visibility, but Sugar Market also identifies poor-performing ads and keywords and will remove them as part of the automated optimizations the platform makes. This automated optimization gets better over time and helps to maximize web engagement, conversions, and ROI.
- Sitewit is Kliken. They are going through a rebrand so you may catch some mentions of Sitewit
- Campaign optimization begins with preprocessing and organizing your visitor data in our data warehouse. Within the data warehouse, several different revenue attribution models are employed to allocate the costs and goal-specific revenue to individual clicks. Sugar Market then adjusts the analysis to fit your traffic volume. A weekly schedule is developed, with individual actions taken at varying levels, depending on the volume of traffic. Overall campaign optimization is pursued conservatively, with adjustments made over several periods, so that more data can be used to support each action. Therefore, you should expect more gradual improvement, rather than abrupt changes in campaign performance.
- It is very important to understand which keywords are being used to generate traffic and where your website ranks on natural or organic searches.
- The campaign creation wizard will automatically save your campaign after you transition between each step. You can always navigate away and return to your campaign from the Campaigns -> Manage view. From the campaign management view you can launch the campaign wizard by selecting and editing a campaign. The wizard will then pick up where you left off.
- By selecting a country, state/province, and city, you can control who will see your Ads campaign when performing a Google search. When an individual residing in these geographical regions (as determined by IP address) performs a Google search matching your keywords, your Ads campaign will potentially be displayed to them.
- No. You must disable ad blockers in order to use the Sugar Market Ads feature to build and manage your ad campaigns. If ad blockers are enabled in your browser the Sugar Market Ads feature will not function properly and the overall campaign creation/management experience will suffer.
- You must select a minimum of 5 keyword phrases in order to build an ad campaign.
Google Ads 101 link