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At the core of the paid search ad is, up to 90 characters of headline, and 180 characters of descriptive text that are wrapped around a display URL. 
The ads are displayed on the Search Engine Results Pages and appear against relevant searches. The mechanism for ad delivery is an auction based pricing model coupled with an algorithm focused on ‘quality score’. Paid search is primarily used by advertisers to make it easy for customers to find what they are looking for at the moment their customers need it. But there’s a whole lot more to managing paid search ads than that. A good paid search ad incorporates as much relevant information as possible to get the end user to click on our clients’ ads. Paid search ads can and usually should be extended to incorporate:
Extending the ad ensures the end user can more easily interact with the ad and get the information they need to decide to click through to the clients’ website. Extended ads also take up a greater percentage of the real estate on the Search Engine Results Pages (SERP’s), which means your ad is more likely to be clicked and your competitor’s ads are less likely to be noticed. If you aren’t taking advantage of extended ads, you really should be contacting us as a priority.
Your paid search ads are triggered by a user searching…
Managing which combination of words or terms that your ads appear against in the SERP’s is crucial to ensuring your ads continue to be shown. The campaign side metrics are important and looking to expand campaigns into the right search terms will help maintain or increase ad engagement rates as well as drive down the cost per click, saving you money.
Barracuda campaigns are managed according to our client’s objectives. Typically campaign structures are split in a manner that reflects the client’s website structure and campaign objectives. Barracuda take a human approach to paid search management. The human approach is backed up by reporting tools that pull all campaign data across all platforms via an API that enables your account managers to monitor campaigns and ensure KPI’s are within the target spread. Barracuda advocate testing and utilising all targeting tools at our disposal within the platforms. As a Google beta partner, we get ‘first look’ at all new betas and apply to campaign management wherever possible. Paid search targeting is now as much about the cookie as the keyword. The paid campaigns are keyword driven, however, the data collected via third party cookies enables us to improve campaign performance across audiences and dimensions, as there will be a geographic, demographic and interest based element to the campaign that will improve performance and ensure that spend is targeted effectively towards the audience who are most likely to ‘convert’.
But let’s cut to the chase, what most of our clients care about is profit and market share. The questions we are most often asked are; ‘What is the return?’, ‘How much revenue are you going to generate?’, ‘How many leads will the campaign generate?’ And this is where Barracuda set themselves apart from other agencies. We have a wealth of experience across a broad range of vertical sectors. In short, we know what works, and we use our knowledge to make money for your business.
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Paid search is the most immediate impact channel for driving sales or generating leads as it sits at the point of need in the awareness to conversion funnel. The time to generate a return does depend upon:
Barracuda are experienced and equipped to be able to advise on these variables. We have a collaborative account management model and work in a completely transparent manner, sharing all data, so we can work with you to increase the size of your business.
Pioneered by the colossal online social media website that is Facebook, paid social is the most recent medium of digital advertising that allows advertisers to target specific individuals based on their gender, age, likes, personal tastes and interests. Branded or influencer-generated content, display ads and other rich-media creatives are all common formats of paid social media advertising.
Barracuda view Social as platforms for both direct response as well as driver of awareness. Barracuda will map the social advertising landscape against your objectives and test platforms to generate the highest levels of engagement and return.
It would be remiss of any social proposal to not include a specific mention of Facebook directly. Social is more than just Facebook and we should test all appropriate channels. However, the Facebook platform due to its sheer size and levels of engagement tends to sit within the middle of any social strategy.
Social platforms do lend themselves to categorisation according to use. Each categorisation is arguable, however, at Barracuda we use this categorisation to help us create a campaign that delivers against the specific objectives. The paid social campaigns are audience driven, however, the data collected via third party cookies enables us to improve campaign performance across audiences and dimensions, as there will be a geographic, demographic and interest based element to the campaign that will improve performance and ensure that spend is targeted effectively towards the audience who are most likely to ‘convert’.
Good social management requires an understanding of the relationship between the social platform and other channels. Within the campaign creation process Barracuda will work through a checklist and ensure we have considered the audience, the cookie, and the ad relevance, to create a campaign that ‘works’.
Barracuda can deliver a social strategy that boosts awareness, engagement and acts as a channel for direct response with a measurable ROI.
Display ads are the part of your paid media campaign that can be set up and managed to deliver against your awareness, or purchase orientated business goals. Display can be used effectively to generate new traffic to your website or re-market to existing users and increase conversion rates. Display ads are published on websites or within apps and depending upon the targeting, will appear against relevant content, as well as, an audience who we know are interested in your products or services. The mechanism for ad delivery is usually an auction based pricing model coupled with an algorithm focused on ‘the bid’ and the ‘click through rate’ (CTR) which we manage to get your ads served onto the websites which generate you the most cost effective awareness or sales. At Barracuda, we can enhance your display campaign performance by leveraging the relationships we have with publishers direct. Cutting out the middle man, can reduce your costs and improve the position on the page in which your ads are served, which means you generate more awareness and higher sales.
At Barracuda, we can enhance your display campaign performance by leveraging the programmatic algorithms, provided by Double Click. Typically, we buy display inventory programmatically from the ad exchanges directly utilising Double Click Bid Manager (DBM)
Remarketing campaigns are established to display your banner ads to customers who have already visited your website and are therefore aware of your products and services. Remarketing campaigns push your customers into re-engaging with your website and pushing them towards conversion goals. Therefore, remarketing campaigns are typically campaigns which have consideration and conversion goals rather than awareness goals.
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Shopping Ads are the Image ads that appear at the top of the Search Engine Results Pages (SERP’s) that enable customers to view an image of the product they searched for and that you sell. The shopping ad format, has been well received by users since it’s launch, and Google have slowly been increasing the % of the SERP real estate that is given to these results. Google Shopping ads now account for up to 60% of paid search clicks for retailers*. Whilst Bing shopping ads are up 332% year on year*. (Merkle RKG Q3 2015)
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Barracuda can manage the implementation of your shopping feed, once your setup, we’ll optimize your feed and manage the interface to maximise your ROI and deliver an enhanced market share. We report regularly, at the very least weekly, but often daily, which gives you the insight into what’s working, what’s trending and where you can make the most money.
So you’ve set up Google Merchant Center, you’ve listed your products, you’ve added the images, it’s all been approved by Google. Hurrah! It seems to be working. So why are you not appearing on every search? Barracuda can Investigate and offer you the consultancy service you need to get your feed not just approved but your shopping ads showing more often to drive more traffic and deliver more sales.
Do you have resource in house, but want training to improve performance and get more out of shopping ads? We’re happy to assist, as Google Premier Partners, with many years of experience, we can help your team maximise this channel and generate more revenue.
Video can be used for Awareness, Engagement as well as Direct Response ad campaigns, as well as being an incredibly engaging content format. Video is the fastest growing ad format. In 2017 video will account for nearly 70% of all internet traffic. The barrier to entry for many advertisers is access to good and effective video that is on message, on brand, and relevant. At Barracuda we can advise on how to best utilise your existing video assets, help you create new assets or help you put together the brief for a creative agency. We will monitor your video campaign and improve it’s performance by optimising your ads against demographic, technical and geographic performance metrics.
