What can you get for £100 on Google Ads Campaigns?

We are Google Ads certified at Red Thread Creative and have expert knowledge of PCP (Pay Per Click) campaigns. In this post we’ve selected one of our Google Ad clients, Davan Caravans & Motorhomes to illustrate how we achieve great results.

We want to show you how much £100 can get you on a typical Google Ads campaign. Many people seem to think online advertising is out of their reach because they don’t have thousands of pounds to spend. We’re here to tell you that you don’t need to spend thousands to get excellent results. By using the following Ad tactics, we can make a relatively small budget work wonders.

About Google Ads Campaign assets (previously extensions)

‘Headlines’ and ‘descriptions’ assets are required by default in any campaign and make up the most visible versions of your ads. All other ‘assets’ can be created to run at an account or campaign level and are designed to help people learn more about your business with helpful information. Assets include links to specific parts of your website, phone call buttons, location information and more that come together to make up the eventual ad format that is shown to a user.

This article covers what each asset type does and how to pick the right assets for you.

How Google Ad assets work

To maximise the performance of your responsive search ads, Google Ads selects which additional assets to show in response to each individual search on Google. For that reason, it’s a good idea to use all the assets relevant to your business goals.

By adding more content to your ad, assets like sitelinks and images give your ad greater visibility and prominence on the search results page. That means you tend to get more value from your ad. Assets often increase your total number of clicks, and can give people additional, interactive ways of reaching you – such as maps or calls.

Many asset types require a bit of setting-up – which needs to be done manually. Some assets are added automatically when Google Ads predicts they’ll improve your performance – these are automated and do not need any setting-up.

Cost for Google assets

There’s no cost to adding additional assets to your campaign. Clicks on any asset in the final ad – on the headline, sitelink, image and more will be charged as usual. (The exception is clicks on seller ratings, which aren’t charged.) So, you’re charged a click when someone calls you from a call icon on your final ad or when someone downloads your app by clicking on the app rendered on your final ad. Google Ads charges no more than two clicks per impression for each ad and its assets.

Headline and Descriptions

Headlines and descriptions are required assets that should be compelling, focused on user benefits and unique. The more headlines and descriptions you enter, the more opportunities Google has to serve up ads that closely match potential customer search queries, which can improve your ad performance.

Once Red Thread Creative have created your headings and descriptions, Google Ads assembles the text into multiple ad combinations in a way that avoids redundancy. You can provide up to 15 headlines and four descriptions for a single responsive search ad, and we’ll check that all the possible combinations of those headings and descriptions work well together.

In any given ad, a maximum of three headlines and two descriptions will be selected to show in different combinations and orders. Part of your ad text may automatically appear in bold when it matches or closely matches a user’s search query. Over time, Google Ads will test the most promising ad combinations and learn which combinations are the most relevant for different search queries.

About Google Ads Callouts assets

Callouts can improve your text ads by promoting unique offers to shoppers, like free delivery or 24-hour customer service. When you create a callout, it appears with your ad on a computer or mobile device. When customers notice your ads, they get detailed information about your business, products and services.

With callouts, you can show up to 10 Callouts in addition to the text of your ad, depending on the character spacing, browser and device that you’re using. Callouts also show in a variety of ways depending on the device and other factors. While Callouts on a computer are separated by dots and listed on a single line, Callouts on mobile and tablet devices wrap in paragraph form. Ads with Callouts can show at the top and bottom of Google search results.

A good rule of thumb is to provide more general information that’s applicable to your entire business, such as ’24/7 phone support’ at the account and campaign levels, and provide more specific information, such as ‘free gift wrapping’ at the ad group level. If you add Callouts to an ad group that’s in a campaign that already has Callouts, the ads in that ad group will use the ad group-level Callouts (rather than the Callouts that you’ve attached to the campaign).

Note: There’s no cost to add a Callout, but you’ll be charged as usual for clicks on your ad.

The order of your Callouts, their length and how they perform, factor into how many Callouts appear and whether a Callout will show for your ad.

About Google Ads Sitelink assets

Up to 20 Sitelink assets can be used per campaign. Each sitelink requires a heading, x2 descriptions and a final URL (landing page on your website).

Sitelinks take people to specific pages on your site (for example, a specific product or shop hours).

Sitelink benefits

• Update easily: Change link text and URLs whenever you want, keeping them up-to-date for sales and special offers. You don’t need to make new ads or edit them to include sitelinks.
  
  
• Get detailed data about your clicks: Find out how many clicks occurred on your ad when sitelinks appeared. Break down the statistics by campaign, ad group or ad. Segment your statistics to view the number of clicks that occurred on the individual sitelink versus another part of the ad (for example, the headline, other sitelinks or another asset).

• Use conversion tracking for landing pages: Set up conversion tracking for the landing pages that people visit when they click the sitelinks below the ad. You should optimise your landing pages for ‘light’ conversion events (such as a website visit or an ‘add to cart’).

• Edit your sitelinks without losing data: Edit your sitelinks without resetting their performance statistics.
  
  
• Schedule with start and end dates: Specify the dates, days of week or times of day your sitelinks are eligible to show.

Google Ads Price assets

When using the ‘Price assets’, you can add up to 8 products that you have for sale, each item you want to promote requires a heading, price, description and a final URL (landing page on your website).

Price assets can add more value to your Search Network text ads by giving you a bigger showcase for your services and range of products, and by linking people directly to what interests them on your site. This allows people to find what they want more quickly through your ad.

As an example, let’s say you own a hair salon. You could add more generic Price assets for ‘Haircut’, ‘Hair Colouring’ and ‘Treatments’ to campaigns with more general keywords. Or you could add assets to more targeted ad groups. Your ‘Hair Colour’ ad group might include assets like: ‘Partial Colour’, ‘Full Colour’, ‘Full Colour + Conditioning’ and ‘Semi-permanent Gloss’. Price assets let you give people a range of what your business offers.

The Benefits of Price assets

Here are a few reasons to consider adding Price assets to your ads:

• Surface your offerings. Price assets showcase your business’s offerings in an interactive format users can scroll through.

• Make shortcuts to conversions. When people click or tap on a specific item on your price menu, they go directly to it on your site.

• Increase your impact – with minimal work. You won’t need to make new text ads or edit your old ones.

• Easily updated. Change your item names and description whenever you want, keeping them up-to-date for sales and special offers. And good news – you can edit your price assets without resetting their performance statistics.

• Flexible and customisable. You can add price assets to an account, campaign or ad group, depending on which ads you want them to show with. You can also specify the dates, days of week or times of day your price assets are eligible to show.

Structured snippets

Structured snippets are assets that highlight specific aspects of your products and services. Structured snippets show beneath your text ads as a header (for example: ‘Destinations’) and list of values (for example: ‘Bristol, Birmingham, London’).

Things to bear in mind:

• Structured snippets show with ads on the Search Network.
• Google will choose the best structured snippets that will maximise your ad performance from the eligible pool of structured snippets.

How structured snippets show

When your structured snippet appears with your ad on a computer, it can show up to two headers at a time, while ads that show on mobile and tablet devices will only show one header. Google Ads decides the best header or combination of headers to show, so it’s best to add as many headers as possible that are relevant to your business.

Here’s an example of how an ad with structured snippets might appear on a computer:

Call assets

Call assets allow you to add phone numbers to your ads, which significantly increases click-through rates. When your call assets show, customers can tap or click a button to call your business directly or go to your website. That means more customer engagement with your ads and more chances to get and track valuable conversions.

How Call assets work

Here are some key points to know more about call assets:

• Phone or website: when your call assets appear with your ad, customers have access to your number. If their device can make calls, a clickable call button is attached. Customers can also click on your ad to go to your website.
• Opening hours: You can set numbers to appear only when your business can accept calls.
• A call is a click: clicks on your number cost the same as headline clicks (a standard CPC).
• Easy conversion tracking: You can count calls as conversions by turning on call reporting in your account. Only available on the Search Network, call reporting uses Google forwarding numbers to give you detailed conversion information.

Promotion assets

Promotion assets can add more value to your Search Network text ads by highlighting your sales and promotions for people that are searching for the best deals that your business has to offer.

The benefits of using promotion assets

Here are a few reasons to consider adding promotion assets to your ads:

• Update easily: Select from a list of pre-populated occasions. You don’t need to make new text ads to keep them up to date for sales and special offers that occur at different times.
• Edit your asset without losing data: Edit your promotion asset without resetting its performance statistics.
• Flexible scheduling: Choose to show your promotion assets within the date of the occasion or specify dates, days of week or times of day your promotion assets are eligible to show.

Lead Form Assets

Lead forms help you generate leads by letting people submit their information in a form directly in your ad.

Lead forms help you capture interest when potential customers are searching, discovering or watching relevant content.

Benefits of using lead forms in your ads campaigns

• Generate leads to drive sales for your business, product or service.
• Drive leads into your marketing funnel to help get more conversions.
• Find and engage people interested in your business, product or service.

Results of £100 spend on Google Ads

There is a lot to consider when analysing the performance of a Google Ads campaign, the most common metrics to check however are Impressions and Clicks and Click Through Rate. You also need to understand that the number of Assets used in any ad campaign have a big impact on results. That is why all the Google Ads campaigns that we publish here at Red Thread Creative are fully optimised with campaign assets.

A fully loaded ad campaign with a budget around £3 per day can expect to see over 20,000 impressions, around 470 clicks, and CTR over 2%. This means you might only need to spend around 20p per click to get these results. If you kept the campaign running longer we can achieve better results with ongoing ad optimisation and reduce the cost-per-click to as low as 10p per click.

Conclusion

The potential in these fully loaded and optimised Google Ads campaigns is huge. We’ve seen businesses succeed time and again because of well-constructed ad campaigns. To us, Google Ads make marketing makes sense, and the best choice for businesses of all sizes.

If you are interested in a free consultation with our Google Ads experts, we’d love to hear from you.