Google is the go-to way to browse the web for millions of people in the UK, and billions of people worldwide.
That’s why Google Search Ads should be a cornerstone of any marketing strategy. So what is it and how does it work?
In this guide we’ll explain and explore:
- What search ads are
- Why use Google Ads
- How search ads work
- Advice on how much to spend on ads
- Importance of maintaining search ads
By the end you’ll understand why Google Search Ads should be a part of your auction house’s marketing strategy.
What are search ads?
Whenever a search is made on Google, a few adverts appear at the top and bottom of the page. They look similar to the main search results - you’ll just see the word ‘Sponsored’ above them.
These search ads are paid for by businesses who want to ‘boost’ themselves in Google’s results. Google shows ads based on what someone is searching for, showing those that are most relevant.
Powerful & relevant
This makes it one of the most powerful forms of advertising. The ads are specifically connected to what someone is searching for. They want to find out about something and search on Google. A relevant ad appears in the results, ready for them to click.
For auction houses, it can help to find new vendors and bidders who are searching for relevant subjects on Google. Your advert will only appear to qualified audiences, and you only pay when someone clicks your ad. It’s a win-win situation!
Key benefits for auctioneers
- Reach a qualified audience
- Find new sellers and buyers
- Choose where your ad appears
- Flexible budgets
- Easy to measure success
Why use Google Ads?
Google Ads provide an easy way for people to find your business and complete tasks. They can help you achieve business goals including:
- Online valuation requests
- Auction registrations
- New account registrations
- Bids placed
- Email newsletter subscriptions
- Contact (email, telephone, contact forms)
How do search ads work?
To show relevant ads to the right people, we need to understand two things:
- What your potential customers are Googling: ‘keywords’
- What your business goals are
We then use Google Ads to connect the two.
Through keyword research and understanding your goals, search ad campaigns can be targeted to deliver strong results and a good return on investment.
Here are examples of keywords we’ve used for our clients:
Valuation campaigns
- ‘Sell’ and ‘valuation’ keywords (e.g. ‘auction valuations’)
- Department-specific keywords (e.g. ‘jewellery valuations’)
- Brand-specific keywords (e.g. ‘Rolex valuations’)
Buyer/bidder campaigns
- General auction keywords (e.g. ‘auctions near me’)
- Department and interest-specific keywords (e.g. ‘jewellery auctions’)
- Location-specific keywords (e.g. ‘auctions in Kent’)
It’s important to ensure Google Search Ads campaigns are configured to the highest standard to ensure maximum quality, visibility and reach.
Example: Google Search ad based on 'Antique Valuations'
How much to spend on ads
Monthly budget is the main factor affecting campaign reach, and the number of clicks and conversions it might receive.
Budgets can be as low as £500 per month, and as high as you want to go.
Management is crucial
Looking after search campaigns is a crucial part of the progress. If campaigns are left to run on their own, the quality and effectiveness of the ads will diminish over time.
Our keyword research provides a solid campaign foundation. Then, as the campaign evolves, our experts gather crucial data. They review ways to optimise campaigns and keep them delivering. They will also identify opportunities for additional campaigns.
Next steps
If your auction house is in need of a Search Ad strategy re-think, or you're new to using Search ads, get in touch with our team search experts, email us or call us on 01534 488888.
We’re Google and Microsoft Partners and can work with your auction house to help achieve your business objectives through informed, digital marketing strategies and provide report feedback and learnings from the results.
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