Google Ads

Search, Shopping, Display & YouTube

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Google Ads (Adwords) is one of the best ways to be in the right place at the right time when customers are looking for what you have to offer.

Recently, Google Ads has drastically changed

Google Ads is by nature a competitive endeavour. In order to gain an edge on the competition and achieve your business goals, it’s imperative to work with the algorithms rather than against them. This is why Google’s Machine Learning algorithms underpin every strategy we implement.

Machine Learning finds patterns in user data in order to make predictions in the future. Here’s a really simplified diagram of how this works:

(Machine learning takes into account millions of data signals, we’ve only shown 20 in this diagram)

With Machine Learning, we can target the people most likely to become customers for your business and make sure we are showing them the most relevant and compelling ads based on what resonates best with them.

Not only that, but with Smart Bidding, we can calculate the probability of them converting into customers and modify our bids for each and every person in real time, in line with your business goals.

As a Google Premier Partner, Aira is an industry leader in the adoption of Google’s latest smart technology. A lot of other agencies have been slow to adapt and use manual bidding with a static bid for each auction (see above). By bidding based on user intent signals in real time, we are more competitive for higher intent users and will start to avoid entering into auctions for lower intent users. This leads to higher conversion rates and less wasted ad spend, meaning more customers at a lower cost. Feel free to read the following posts to learn more about using Google Ads automated bidding and Google Dynamic Search Ads.

Understanding your business

This is where humans and AI beat just AI on it’s own. In order to make the Machine Learning algorithms work in your favour, it’s essential to take time to understand your business. From your business goals and growth targets to the factors influencing your industry, we at Aira pride ourselves on the commercial awareness that guides our Google Ads strategy.

Our Google Ads road map

Our role as an agency

Aira’s paid media team is smaller than a lot of other agencies, but our dedication and expertise means we are recognised as one of the best in the industry – hence our invitation to the exclusive Google Elevator Programme. Due to recent advancements in Machine Learning and Smart Bidding, it’s no longer beneficial to go with the bigger agencies where manpower could previously be thrown at now unnecessary day-to-day bid optimisations.

The shift towards strategic thinking and creativity in Google Ads is where we’ve been able to add the most value to our clients. There’s no one-size-fits-all strategy when it comes to Google Ads, and agencies that are weighed down by process will not get you optimal performance.

Google Ads should be driven by a combination of data and creativity, this is why Aira’s role as a paid media agency is to run experiments for your business, in order for you to invest your ad spend to get the most return on investment long term.

Get in touch

Aira is in a fortunate position to be selective about who we work with. If you’re passionate about your marketing and looking to grow online then we want to hear from you!

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