How do I optimise my Google Ads spend?

With companies spending increasing amounts of their marketing budget on digital channels - and with Google Ads making up a large proportion of this spend - it is vital that you are investing this marketing money efficiently. We have chosen the word investment with thought as often, through the day-to-day complexities of running a business, the purpose of marketing spend gets lost; you are investing money to acquire (and retain) customers, with the aim that the lifetime value created from their spend exceeds the investment.

How does Google calculate quality score?

There are many things that can be done to improve the efficiency of your paid search spend; budget allocation, bid modifications, extensions, bid changes, negative keywords and keyword mining to name a few. Arguably the most important is working to improve your quality score in Google Ads.
 
Google has always been very guarded as to how they calculate quality score, however over the years they have gradually given more guidance as to the important factors. They now provide, for each keyword, an assessment against three components; expected click-through-rate, ad relevance and landing page experience. This makes perfect sense as, if you are doing the right thing by searchers, you want to encourage ads that are so relevant that they are clicked on often, and when the searcher arrives at your website they also find content relevant to their search.

The 4 principles of an insight driven organisation

The world of commerce has evolved beyond recognition over the past 20 years; as proven by Covid-19, paradigm shifts that once occurred in multiples of years can now occur in months or weeks, the way customers interact with organisations has shifted the balance of power away from organisations leaving management teams baffled, and the price of technology has collapsed to a level where nano-commerce start-ups can successfully challenge larger capital rich blue-chips.

Case-study: Unlocking the power from within your ERP

The Problem: Bison use OGL for their enterprise resource planning including sales, purchases, and stock management. They had several ad hoc reporting solutions using the data from OGL but were looking for something that gave them greater visibility over the drivers of their business performance.
 

The Solution: Omnicommerce developed a way to regularly tap into the rich data inside OGL with the data being harvested overnight. Once extracted from OGL this data was manipulated to provide Bison with world class insight covering areas such as...