The service is structured around campaigns and ad groups, with a starting recommendation of one campaign with up to ten ad groups. Additional campaigns cost £25.00 and include up to ten ad groups. Where more ad groups are required, TWS charge £10.00 per block of up to ten.
The calculator below will estimate the charge TWS makes for running Google Ads campaigns together with your budget costs and bid expectations.
In addition to these campaigns and ad groups, the customer pays Google directly for ad expenditure vis their own credit card.
You can commit any size budget you like and the TWS fee stays the same even if your budget is £5000/m.
The campaign is set up on your credit card and it is your responsibility to ensure that it is kept up to date although TWS will prompt you if there is a known issue. Expired credit cards are often the most frequent issues in running campaign.
TWS will also integrate your campaign with your websites COUNTA (TWS customers) which will give you visibility with your regular traffic volumes.
TWS will set the campaign up to run at a steady state but changes and modifications to settings in line with customer requirements, such as activating or deactivating campaigns in line with requirements, such as summer promotions or in support of quiet periods, is included.
TWS also offer in-house adhoc strategic reporting of campaign and ad group structure and costing.
Campaigns
Campaigns are strategic groupings of ad groups, and in general you might only need one. however, you might want more if you have disparate services, for example, if you sold aircraft, you might have a campaign for sales, but if you also leased aircraft, you could have a separate campaign for that.
A benefit of campaigns is they can Ben managed independently, have their own budgets and can be paused.
Keywords in campaigns can conflict and so there is little point have campaigns that are quite similar.
Ad Groups
Ad groups are are essentially holding elements for ads and can be used to group disparate services, for example, if you sold aircraft spares, you could have an ad group for wheels, and another for engines.
Of cause, all of this is supported by specifically structured ads and keywords, negative keywords and geographical targeting which is handled by TWS.
TWS offers two levels of reporting, immediate and strategic.
Immediate Report
Immediate reporting is carried out in the COUNTA system. If you are not a regular TWS customer this option will not be available to you.
Strategic Report
Strategic reporting is run off on an Ochoa basis and covers overall spending and campaign/ad group performance. and is provided by a report. If you are not a regular TWS customer this option will not be available to you.
Payment
Payment is made by standing order which the customer is required to set up. The customer can end the contract when they like and terminate the standing order although it is polite and required to inform TWS.
TWS aims to offer conservative campaigns by default. This means targeting positions 3-6 and spending a modest amount based on clients requirements. However, TWS has experience in running campaigns with annual budgets over £70k and understands that aggressive bidding is often required but will not engage in those strategies without explicit direction from the client.
Google Ads are often applied where the web site itself is not ranking naturally or where the competition is strong and can be use strategically to cover weak areas in your search engine strategy. They are also attractive for otherwise competitive terms where there are numerous bidders plus Google maps that can push even number one rankings well below the fold.
If you are new to Google Ads, TWS will help you understand the mechanics and processes. You might like to start off with a monthly budget, for example, £200 and see how that goes, either increasing or decreasing it as time goes by.
A common complaint is that people don’t get any calls, but spend all their budget. This is a risk associated with running pay per click advertising campaigns. TWS will help you manage your expectations. All markets vary and some terms simply eat money. TWS can help develop longer tail term strategies for you and avoid costly core term bidding, for example, 'Couriers' which is massively popular, and instead build a campaign around exact or phrase match terms such as 'Couriers Slough' or Couriers Windsor'. These terms will be cheaper to bid for, lower volume, but more likely to convert. Your spend will be lower but so will your click through rate. However, if you have a large budget, bidding on the core term 'Couriers' in a defined geographic radius might work for you. As such, the first few months will help bed your campaign in and establish a stable monthly budget and bid rate which TWS can help you with.
If you are interested in having TWS manage your Google Ad campaign, please feel free to call. We are happy to hear from both existing clients and non clients.
