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Google Advertising: The Myth & The Power

   NEWS / 11 Jul 2017

As the world continues on its journey with the ever evolving ideal of digital marketing, there are certain revelations that can simply no longer be ignored. Google receives over 100 billion searches a month with 81% of shoppers conducting online research before making a purchase decision. In life, the motto of “you never get a second chance to make a first impression” is commonplace in any professional environment, so why should this be any different when it comes to a brand's online reputation?

Statistics show that the first position on Google search results has a 34.36% clickthrough rate, opening up a world of opportunity for brands hoping to win the online search war and secure a monopoly in their sector. With only 22% of businesses satisfied with their current conversion rates, it’s impossible to ignore a powerful phenomenon sure to secure you first place, Google pay per click (PPC).

Google Adwords is Google’s advertising platform for its search engine. Simply, these are ads which are shown in Google’s results when a specific keyword search is performed. The top 3 results displayed are typically ads, followed by “natural” search results. Pay Per Click refers to the charging system, meaning advertisers pay when viewers “click” on an Ad, at a pre-agreed rate, which could be anything from 1p to £100 per click. In this sense, advertisers effectively “bid” for the advertising space.

 

 

A USP With the PPC sensation is that you only pay when someone physically clicks on the ad, and not for people who may see it, but are not interested in looking further. Most advertising methods work on the basis of paying for information to appear in front of people regardless of whether they are actually interested or likely to respond, essentially, a shot in the dark. It becomes paramount to find a way to cut wasted costs and resources and ultimately, reduce advertising risk. As an extremely low threat method (provided you convert effectively) PPC opens up doors to reach those who are truly interested and allows you to quickly discover a correct strategy before investing large amounts.

A common misconception is that Google Adwords is not as effective as it once was. A driver of this myth is a shift by Google in the placement of some of its ads, with just 3 being shown above the natural search results, while the rest remain on the right, significantly enhancing click through rates for those on the left. More significant still is the impact of mobile phones. Only the left hand position ads show up on mobile searches, and with 65% of all searches now being conducted on mobile, the war of ad positioning has become ever more critical. Advanced methods allow Google Advertisers to ensure ads appear on the left as much as possible through optimisation for mobile phone use, specific keyword selection, improved quality score and most importantly, repeated testing and measuring.

Leah Hickey, Marketing Manager and Google Adwords expert at Why Media comments “With Google holding such a dominant stance in the search engine market, Adwords has become a consistent way for our clients to source valuable new leads and we have seen tremendous results from both our PPC and Display Ad campaigns. Keeping up with the changing digital world and the rise of mobile technology, we constantly adapt and tweak not only our ads, but also our bespoke website landing pages with compelling copy and call to action, to ensure maximum conversion and ROI for our clients”

To find out how Why Media can help you win the Google Search War, contact Claire@Whymedia.com.

 

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The Heart Shopping Centre

Event Management

Why Media manages and promotes the Heart Shopping Centre Kids Club events. The POS creative for the events is displayed throughout the centre in advance of the event and is also provided in all required formats for the website, social media and advertisements.

Following the successful for marketing of over 270 apartments at The Heart Walton-On-Thames for which the asset manager highlighted our part in the sales process as “You achieved a number of additional sales through your ability to market through Google” Why Media have been supporting the Digital Marketing at The Heart since 2006 and have helped the centre take the initiative long before its peers on a number of social media and digital marketing platforms.

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Bovis Homes

Stanton Cross Website

Bovis Homes build some of the best new homes in the UK that are great places to live. Stunning new homes and apartments for sale right now.

Why Media were commissioned to design and build a bespoke website for the Bovis Homes Stanton Cross development. Stanton Cross is a brand-new community in the heart of Northamptonshire on the eastern edge of the historic town of Wellingborough. The website provides an engaging platform for the development and location information.

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ACAI Group

Branding, Website & Photography

Why Media were delighted to launch the new brand identity and website for ACAI Group, a property investment company with a number of high profile commercial, retail and land assets across the UK.

These assets include 8-10 Grafton Street in Mayfair, The Heart Shopping Centre in Walton-on-Thames Surrey and, the flagship store for high-end retail brand Dior on the prestigious Bond Street. The objective of the branding and creative element of this project was to inject colour, depth and a story behind the brand identity and overall messaging of ACAI (the initials of which represent the three owners of the company). Following completion of the branding process, Why Media delivered a full stationery package including business cards, letterheads and compliment slips and a comprehensive set of brand guidelines, ensuring the brand identity and reputation are protected through a stringent set of ‘brand rules’.

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Rivera Property Consultants

Branding & Corporate Stationery Design

Rivera Property Consultants is a leading company offering Property Sourcing, Sales and Lettings Management, Interior Design and Development.

Why Media were approached by Mr. Rivera, a property agent with over fifteen years of experience in the London Property Market, to undertake a full branding and website design project for his newly established business. The branding was crafted to present the company as high-end, professional and established. 

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Goldschmidt & Howland

Bespoke Website, Photography & Video Production

Goldschmidt & Howland are North West London's Leading estate agent and letting agent servicing Hampstead Garden Suburb, Belsize Park, Kentish Town, Little Venice, St Johns Wood and more.

Why Media created a brand new bespoke website for the company to enhance their online presence, modernise the design of the website and ensure the site was optimised for search engines.

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Go Epsom

Campaign Branding

Go Epsom is the campaign created for Epsom BID. The colourful and vibrant campaign branding was created to promote the town of Epsom, Surrey.

The colour palette and facets were selected to reflect the individual aspects of the town such as shopping, dining and entertainment, while still working together as a whole to form the brand identity.

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County Square Shopping Centre

Social Media Management

Located in the heart of Ashford, Kent, County Square shopping centre offers a friendly welcome to visitors from across the county and further afield. With more than 50 shops alongside cafes and restaurants, County Square is the local, relaxed choice for the community.

Since Why Media were appointed as the social media managers for the centre, the account has seen phenomenal growth in group numbers of over 1800%.

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Blue Whale Capital

Bespoke Website Design & Development with Custom API Integration

Blue Whale Capital approached Why Media in a quest to create a modern, functional and tailor-made website with a partner they could work closely and honestly with for this project and their future design and marketing needs.

The website is functionality focussed and incorporates a bespoke API to allow visitors to invest directly through the website. Each call-to-action has been carefully considered to enhance the user journey and ultimately encourage visitors to invest with the company.

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Woking Shopping Centre WokingTV

WokingTV Video Production and Promotion

As a leading regional shopping centre destination Woking Shopping needed to join up a number of platforms to help highlight new retailers and restaurants at the centre as well as a new market area.

Why Media produce monthly videos for WokingTV, and manage all elements including storyboards, planning, filming, editing, video promotion across social media and integration into the website.

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Larkfleet Homes

Larkfleet TV Video Production & Marketing

LarkfleetTV creates engaging content to promote the Larkfleet Group housing developments. Why Media plans, films, edits and promotes the videos for the company, helping to drive sales and raise the company profile.

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The Heart Shopping Centre

Magazine Design, Print & Distribution Management

The Heart Shopping Centre magazine is distributed every 6 months, delivering a Summer issue and Christmas issue. The magazine has been crafted to entice customers in the local area to visit the centre. The magazine is updated with each issue to tie in with the branding, event creative and any campaigns that are running and has proven to be a great success.