OutSearch build and manage high performing paid search campaigns for our Clients. Search Ads, or Paid Media involve relevant and targeted Ads delivered across search networks such as Google or Microsoft (Bing) using keywords and phrases that indicate high intent for your products or services. At OutSearch, we're expert at running high performing PPC campaigns for E-commerce businesses.
PPC campaigns are the go-to marketing channel for e-commerce businesses. By paying to appear at the top of the search results, you capture potential customers using a well structured campaign of high intent search phrases related to your products or services. We select and deploy the best mix of Ad campaigns for your business.
PPC Search Ads Campaigns
Ads are typically paid for on a CPC (Cost Per Click) basis and is probably why a lot of people refer to Search Ads or Paid Search as PPC which stands for Pay Per Click.
Search Ads work by showing highly relevant text based Ads to your target audience in response to keywords that have been entered into a search engine. These Ads also look and act very similar to the Organic Ads you see on Google Search Result Pages, except they're the first Ads you will see appearing at the top of Google.
Most of the 'above the fold' screen real estate in Google is now taken over by paid results rather than organic results, which is why it's more important than ever that you appear here to get traffic to your website. This is where OutSearch can help.
To build a successful search campaign, we utilise all of Google's services and select specific keywords to drive traffic that is highly relevant to your business. We assign and monitor budget and closely manage ROI targets that align with your business objectives.
Dynamic Search Ads
DSA, or Dynamic Search Ads, are a very popular campaign type which can be used to find additional keywords not already in existing campaigns. We would usually implement DSA as a 'Phase 2' tactic when expanding or growing Paid Search accounts.
These Ads work by examining your page content or grouped/themed pages content, and using the text within both content and or meta data to find and match users searching for your product or services.
Ad headlines are automatically created dynamically based on the users search term, as well as the landing page chosen by the DSA campaign and set in the campaign settings.
This type of campaign is great for long tail keyword searches, where keyword search volume is low. Equally they are great sources of new keywords that once found can be broken out into dedicated campaigns elsewhere.
A further benefit is if you have a constantly changing inventory with hundreds of products churning every month, employing a DSA campaign can be a very efficient way to advertise currently available products without having to manually add and maintain hundreds or thousands of keywords.
Google Shopping Campaigns
At Outsearch our approach to managing Google Shopping campaigns is very much data first, paired with a logical and commercial perspective.
One of the first things we look at is identifying winning opportunities, such as high performing products, mid-performing products, trending products, low selling products, high value or high margin products, high ROI products but low sales products etc. We then split these products into distinct campaigns with their own budgets to ensure each subset receives the correct allocation of budget in order to grow and provide a positive ROI.
We also look at your Google Shopping bidding strategies and target ROI's and may group products differently depending on the goals of your business.
We can dive deeper into this and split your campaigns by device type, as we may see a very cheap CPC and high ROI on mobile devices compared to desktop for example. It may be more efficient to spend 70% of your budget on mobile devices and leave 20% for desktop devices and 10% for tablets.
Our data experts can optimise your Google shopping feed, ensuring that as many fields as possible are populated with accurate and informative content, making your Shopping Ads as attractive as possible to customers.
Performance Max (PMax) Ads Campaigns
Performance Max campaigns have been a game changer for many businesses over the last couple of years. Performance Max was a replacement for Google Smart Shopping campaigns, but it offers a lot more than just Google Shopping and utilises the whole Google Network in a single campaign. This includes Search Ads, Display Ads, Video Ads, Discovery Ads and Shopping Ads.
Performance Max utilises machine learning bidding strategies when choosing the CPC for each Search Term you want to bid on. You cannot use manual CPC's in performance max campaigns. Similar to normal Search Ad campaigns, you can pick the keywords you want to appear in search results for by entering them under the 'Search Themes' within the audience signals section of your asset group.
Performance Max uses a mix of AI, ML bidding and the information you enter into the campaign to reach your target audience. They're a great campaign type but do lack the traditional level of control you receive with other paid search campaign types.
At OutSearch we utilise and embrace Performance Max campaigns, but we know how to control them and get the absolute most out of these campaigns to give Clients the best ROI possible and also allow them to grow and scale as time goes on.
Merchant Centre & Data Feeds Management
Another area we specialise in is optimising your Google Shopping feed. We ensure you have all the correct attributes needed, and can we enhance your shopping feed by adding additional attributes such as Colour, Material, Product Highlight, Product Detail, Size, Weight, Brand, GTIN, Product Type etc.
There are over 70 google shopping attributes and knowing which ones you need to use can vary depending on the products you're selling and the services you offer. By utilising as many of the attributes available, along with optimising product titles, descriptions and images will allow Google to deliver a better user experience, and in turn a higher ROI for you.
We also look at your overall Google Merchant Centre account performance and your Google Scorecard, and make sure your Google Merchant Centre account is as healthy as possible. A higher scorecard allows you to enter more auctions, as you become a top seller in Googles view, providing a high level of service to your customers. Reaching a top quality score card is not something that happens overnight, but that we achieve through an iterative improvement approach.
Google Display Network (GDN)
The Google Display Network is a vast collection of websites, apps, and Google-owned properties where advertisers can place visual and text-based ads to reach their target audience. It includes millions of third-party websites, along with key Google properties such as YouTube, Google Finance, Gmail, Blogger, and Google Discover.
Unlike Search Ads, which appear when users actively look for something, display ads are designed to capture attention while users are browsing content online, making them an essential tool for brand awareness and remarketing.
Ads on the GDN come in various formats, including banner ads, responsive display ads, Gmail ads, and YouTube video ads. These ads can be static images, animations, interactive elements, or even video-based, depending on the platform and campaign goals. They allow businesses to reach users across multiple devices, reinforcing their brand message even when potential customers are not actively searching for a product or service. With advanced audience targeting options such as demographics, interests, custom intent, and remarketing, OutSearch help you to tailor your campaigns to reach the right users at the right time.
Our Google Display Network campaign management expertise provides a scalable and cost-effective way to engage potential customers across the web.
Remarketing Campaigns
Remarketing campaigns allow advertisers to re-engage potential customers who have previously visited a website but did not complete a desired action, such as making a purchase or filling out a form. By using cookies and tracking pixels, Google Ads can identify these visitors and display targeted ads to them across the Google Display Network (GDN). This ensures that brands stay top-of-mind and encourage users to return and complete their journey.
Advanced remarketing strategies allow for more personalised targeting, such as dynamic remarketing, where the exact products a user interacted with on a website are shown in the Ad. This level of relevance increases the chances of converting hesitant buyers.
Our PPC service encompasses remarketing, both across Google Ad surfaces and Meta (Facebook) as well. We use leading GDPR compliant data technology solutions to target your customers across platform, and put relevant ads in front of them at every stage of their buying journey.
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