We are a Digital Agency that seeks long term partnerships with our clients. We do this by:
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Being upfront and honest
We want you to succeed and where we can, we will! But if we can’t, we will tell you. We’d rather you be happy with the results we achieve than upset we took your money.
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We’re experienced and professional
While being direct and blunt. Managing Google Ads since 2002. Since 2000, Matter Solutions have been focused on making businesses stand out by delivering cutting edge digital strategies.
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We achieve “proof of concept” results
That often results in our clients seeking further digital services through Matter Solutions. This further strengthens our partnerships and is the reason we have so many long term clients.
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What we Do
How is Matter Solutions going to improve your AdWords?
Are you a tradie or have a niche business in a specific location and are looking to invest in PPC?
We tell it straight, no punches pulled. You need to know where you stand from the outset, no fluff.
Our pricing for Google AdWords management is based on years of experience working with tradies and small businesses that service specific areas, such as lawn mowing services and tree lopping, as well as gyms and yoga studios.
We provide high level service, our Client Database is small enough so that we have time, large enough to be interesting, and have been working with us for a long time.
Your Account is managed in Australia by an intimate team of Google AdWords Certified individuals. No off-shoring, your digital marketing strategy is implemented by the same people who shake your hand.
Do you service several cities, countries or sell products online?
We tell it straight, no punches pulled. You need to know where you stand from the outset, no fluff.
All of our Custom PPC Management Strategies are planned in advance and you receive a Customised Proposal prior to work commencing, or even an invoice being raised.
Our pricing is based on the needs of your Business. Other agencies will give you a price BEFORE understanding your requirements. That’s INSANE!!!
We provide high level service, our Client Database is small enough so that we have time, large enough to be interesting, and have been working with us for a long time.
Your Account is managed in Australia by an intimate team of Google Ads Certified individuals. No off-shoring, your digital marketing strategy is implemented by the same people who shake your hand.
Success Stories
We love to see clients succeed. Our entire approach to Google AdWords management centers on getting value from the web for our clients, that’s why we’re Search Marketing specialists. There’s more traffic, more transactions, more long-term value and a sustained competitive advantage to be had by being the best in reality and in the Search Engines.
Get a GOOGLE ADWORDS STRATEGY Quote Now
By filling in your details below, rather than a pushy salesperson, you’ll receive a confidential call from the PPC Manager, Sam Fields.
Discovery: Sam will spend about 15-25 minutes finding out about your business in the context of creating a successful Google Ads strategy using our extensive experience. After this some people want to meet, others just want a plan so they can take action. Either-way we can help, we’ll work with you to get things moving forward.
Our Team
We’re not afraid of showing you our strategies.
Google Ads is a growing part of the business, and people look to us as experts in this field. We’ve been doing that for quite a long time, and have some pretty large companies that come to us and ask us to take their campaigns up to next level.
Sam has developed a systemised approach that he calls “The Core Theory”, at first glance it is a reflection of the Pareto 80/20 rule… but when done with extensive knowledge of KeyWord strategy, and experience across industries too numerous to count it becomes a predictable reliable way to take earn you clicks from Google and use the data to keep getting better and better.
We readily share this approach as it really needs an expert (like Sam) to implement it. When we explain it the response is always the same: “Yeah, makes sense.”
Sense is fine, but we like making dollars (see what Sam did there?)
For the team here at Matter, there is nothing better than making dollars for our clients, it means they love us, stay with us and grow with us.
One of the reasons we share our strategies is that we are acutely aware that the average business owner doesn’t have the time or inclination to learn the intricacies of the Google AdWords system. The smart business owner will want to hand over the responsibility to someone that knows what they’re doing, that’s us.
Sam Fields – Our Google Ads Management Guru
His official job title is Head of Paid Media, because he manages all the clicks we buy for websites from platforms like Facebook, Google, LinkedIn, Outbrain and others.
Our Google AdWORDs services
Take a closer look at our Google Ads services packages.
We offer two approaches to managing Google Ads, there is an entry-level service that we call Launch Climb, Cruise, referred to as LCC. The purpose of Launch Climb Cruise (LCC) is to get small businesses who need an Google Ads footprint get leads and get up and running, nice and quickly. Our aim is to help them make money from traffic on their website, as quickly as possible with a good level of communication.
Secondly, we offer a custom service, where we look at the particular needs of the business and industry. This is more suitable for businesses who have been running Google Ads for a while and need some specialised help in focusing on a particular growth area and reaching their targets.
Launch Climb Cruise Package (LCC)
Get your business more leads from Google Ads
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Launch Phase For Your Google AdWords
The launch phase is about preparing. Imagine a rocket, you have to get everything you need in the rocket before you take off and have everything planned.
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Climb to Profit
What we’re doing is taking a completely new Google Ads account or one which has not been running at a very high level of performance, and we’re going to shoot it to the stars.
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Cruise & Profit
In the Cruise phase, you don’t need us to be phoning you every week and talking to you about the ins and outs of how the campaign is going. At this stage, you’re making a profit, and the cost per lead is fairly predictable.
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LCC Further Breakdown
Launch Phase Details
We have a lot of experience building Google Ads campaigns for many different businesses and focusing those businesses in different directions. We’re an SEO company, we know keywords very well, so a lot of the research and the understanding we bring to keywords and SEO is very much aligned with what we do for clients from a Google Ads perspective.
The initial phase is primarily about doing a setup, breaking up the campaign into sections that the keywords are clustered around, and creating the right adverts. We have to understand your offering and services and talk to you about what it is you are providing to people. We also have to listen to you about the key questions that your customers have, understanding the things that happen throughout the sales process.
Climb Phase Details
Climb is an exciting way to look at the next phase. What we do is really think about the things that are going to generate or work for you. What are the things that are going to get you leads that you can make sales on nice and quickly?
You get returns, wins, and results under your belt, and we go through this process of burying you into the Google Ads ecosystem. The people who are already there, they’ve probably got a nice cushy life where they’re paying a bit of money, getting clicks, making sales and everything’s nice and easy. Then you come along, barge your way in and push a few people up and down depending on what your bidding and the quality of your ads.
We need to prove to Google that your account is a good quality account with quality ads, and relevant keywords. The idea is that in this transition phase, where you’ve gone from unknown to becoming a player with an equilibrium in the market, is a bit like being in a boxing match where you’ve just climbed into the ring for the first time. You’ve got to start swinging but you have to be careful, you must understand what you’re doing and make sure that you’re battling the right people and taking on the right keywords. You need to get a professional in your corner doing that for you, giving you the right advice.
Our strategic goal is to identify the 20% of keywords that are really valuable to your business and are bringing in conversions at a low cost per acquisition and the 80% of keywords that are not as valuable. Once these keywords are identified, we take the successful keywords and make a Champion Campaign. This becomes the core of your campaign and we isolate it and really focus in and hone in on these successful converting keywords. It could be that your whole budget ends up being spent on the champion campaign, in which case things are profitable, the campaign is in equilibrium, and you can run ads all the time and move on to the cruise phase.
Cruise Phase Details
What we’re doing is running a campaign monitoring service, keeping an eye on whether there are any issues. That’s what our Cruise stage is. If you want to step back to Climb, and target new keywords, you can return to active management for a few weeks as we go back into a climb phase. When you go into the cruise phase and everything is cruising along then that weekly admin fee drops down to $65 a week plus GST.
In the cruise phase, we continue to keep a very close eye on the campaign but are not actively managing and pushing into new areas. If you want to go back to the climb absolutely you can do that, and go back to the $90 a week with a long-term commitment. Just give us a call and we can ramp you up or step it down back to cruise. Generally, a larger campaign needs a bit more time and effort, so LCC doesn’t necessarily suit all budgets, typically $1500 is about the high point of what people spend in some campaigns, it could be a little bit higher, could be sort of two thousand but it really depends on the market.
areas we service
We offer our top-of-the-range Google Ads services all over Australia. Located in Brisbane, Australia these are some of the areas we service:
- Brisbane AdWords Management
- Melbourne AdWords Management
- Sydney AdWords Management
- Perth AdWords Management
- Sunshine Coast AdWords Management
- Gold Coast AdWords Management
- Adelaide AdWords Management
Our Approach
We want to help businesses see and understand their audience. The approaches of each package are fairly similar, just that the custom packages are a lot more flexible and LCC or Launch Climb Cruise is more rigid and a bit more structured. The custom package is a little more flexible in terms of what we can bring in for a client.
There are some common threads between each package in terms of how we approach Google Ads. We have a standard approach generating leads through Google Ads that we want to communicate with clients and really understand the back forth about the leads that we’re generating for you or the sales that go through the website. Are they really good or are they not so good?
We can get data from Google that tells us that you’re getting clicks, that the ads are showing, and that we’re getting a good proportion of clicks on our ads known as the click-through rate. Over time, we can gather some valuable data on your Cost Per Click and your Cost Per Acquisition. That cost per acquisition, the CPA, can lower over the life of the campaign, but unless we know that the leads we’re generating for you are good and turning into value for your business, then we might actually be barking up the wrong tree.
It is therefore really important that we have regular communication on a LCC campaign and certainly with the custom campaigns. We want to speak to you at least once a week to really find out what’s going on, how are these things translating into actual leads and results for your business. Are the inquiries that are coming in turning into fruitful relationships with potential customers, are they the kind of thing that you can see that it’s worth paying for at the rate the leads are costing.
It may well be that the cost of the lead feels a bit too expensive. Certainly, that happens in the first 6-10 weeks and that may be the kind of thing that our competitors don’t necessarily share with you. You have to bind yourself a bit of history in Google Ads, so you can have a background and a history of good quality scores.
Fundamentally, the quality score is a huge driver of the value that you’re going to get from your campaign. Having a decent website and advertising which are singing the same tune as the website contributes to your campaign and ads’ quality score. In order to achieve this, you need an Google Ads management who are giving you the right advice.
Ultimately, our approach is about making sure that you get something that matters, something that makes a difference to your business, and that means that we have to be a bit forthright, a bit upfront, about what it is that you need to achieve.
We’re very straightforward about our communication and really expect you to listen and implement some of the things that we recommend.
Google Ads and Search Engine Optimisation (SEO)
Our structured approach also works very well with other services. Google Ads and SEO can really work in together and ultimately what we want to do is make sure that you as a client are well informed about what’s going on and why we’re making changes.
It’s very useful to identify the core keywords of a Google Ads campaign and communicate them to the SEO team. These keyword focuses can then be used for content marketing, as we know that these particular keywords convert into visitors Google Ads, and they convert from there into leads. This is an extremely useful thing to invest in for SEO because you can start to build a ranking around that competitive advantage.
The fundamentals Of Google Ads
Read on if you would like to learn a little more about how Google Ads works
A lot of people think that the position you have in the search results is just a function of what you pay or what you bid. This is not entirely true. What you bid isn’t the only factor, the quality of your ad for that keyword is just as relevant.
It is therefore important to focus on the quality of your ads.
Quality Score
Quality score is primarily calculated from the expected click-through rate and the landing page. Google asks: Does the landing page sing to the same tune as the ad that got them there?
Google calculates ranking positions based on your quality score and bid.
If your quality score goes down, generally your position will then start to decrease. That can get difficult, as you can end up in a vicious cycle where you have a poor quality ad which you are bidding quite a lot of money on the keyword. You don’t have a very good position in the search results so you increase your bid. By doing this, you’re inadvertently proving to Google that your ad isn’t very good.
To analyse the quality of the ad, Google is primarily thinking about themselves due to this three-way market. A very good video by Hal Varian, explains all this in simple terms.
Google compares the advertiser’s need to advertise and reach customers. Google’s users are your potential customers, and they want to buy what you’ve got, but, Google wants their money. So you offer Google the money in order for Google to show you and then Google will use quality scores to make sure that you’re relevant to what the person actually wants.
Click Through Rate
A good way to look at the campaign just on a general basis is click-through rate. The amount of times your ads shows on Google’s search page versus the amount of time you get a click is your click-through rate. There is a sort of a bit of a catch to that, if you have a good position, they expect you to get a lot of clicks.
The higher your quality score, the better your ads. the better your landing page, the better your conversion rate. one of the key metrics Google values to determine ad position the expected click-through rate.
If you are running an ad and you get the top spot, you are consequently expected to get a lot of clicks. If your ad doesn’t get many clicks because your ad text isn’t very good then you are proving to Google, through your own spending, that your advertising isn’t high quality. If Google deems your advertising campaign to be poor your quality score reduces.
Click through rate impacts quality score
If you get the second position, they expect a bit less, third position less again, fourth, and so on. If your click-through rate doesn’t meet Google’s expectation, this can end up putting negative and downward pressure on that quality score.
It’s worth watching out for and there’s a bit of a back-and-forth about the way we do the Google Ads management. We focus on the core keywords and make sure you’re making money out of those
If you are running an ad and you get the top spot, you are consequently expected to get a lot of clicks. If your ad doesn’t get many clicks because your ad text isn’t very good then you are proving to Google, through your own spending, that your advertising isn’t high quality. If Google deems your advertising campaign to be poor your quality score reduces.
Landing Page
Having a really good landing page for your ad is one of the best ways to increase the quality score of your ad. Your landing page needs to be fast, usable, and have the content of the page singing in tune to the ad text.
If you are offering a certain price or special offer in the ads, you need to make sure those ads land on pages that talk about those special offers. By not doing this, you won’t necessarily get penalised by Google, but technically you are providing a poor user experience and this can impact your quality score.
Google has come up with a system of tracking what the searcher does; if they go into your website and have a bad time, or they come back to the search results and go on somebody else’s website, over time Google can work out that your website isn’t the best place to send them. Consequently, your quality score is reduced and you will pay more for your ads. If you have a poor quality website, it is strongly recommended that it is fixed before you invest a lot of money in Google Ads.
Ad Relevance
If I go into an ad that says there’s a special of a product pricing being $100 today, and the landing page the ad directs users to displays the price as $250, people will probably leave the site and return to the search results due to a feeling of dishonesty and annoyance.
This happened to me recently. When I clicked on the ad, it said I could buy for $130, I went onto the website and I couldn’t buy it. After contacting them and discovering the item was sold out and would not be restocked, I search for the item again later in the week and viewed the same misleading ad.
Effectively, this business is paying to annoy customers with ads for a product they do not have. Gradually, Google is going to detect this dissatisfaction from users and work out what’s going on. Consequently, that website will have a slightly lower quality score, which over time can get worse and worse.
Ad relevance is a small but important part of Quality Score. Having an ad be relevant and an average website is better than having poor quality ads and a poor website. Even just having experts, like an agency, to write your ads which are relevant to the search terms can give you the edge over competitors.
Example of Ads In Google Results
This is a search result for the term emergency plumber Brisbane.
As you can see, the majority of these results at the top of the page are ads. You also have the map pack below and the organic SEO results. The ads that are displayed at the top, they say “Ad” in small text underneath. This can make it difficult to tell the difference between organic results and ads.
Paid results however, do have some specific features to look out for. For example in the image above, one of the ads has site links. When clicked on, these links will go specifically to pages of the website. Taking up a lot more real estate on the result page is a good thing and there are things you can do to make the ad stand out.
Some of the text in these ads are bold, this is because it matches the phrase which was searched. Using numbers and terminology such as prices is effective as it draws in people’s eyes, enabling your ad to gain more attention. From these examples, we can easily show that the quality and text of the ad is very important.
Ad Rank
Ad Rank, is a number that Google calculates based off of the quality score multiplied by the bid.
Let’s do a worked example, so you can see what I mean.
If we take the example keyword “lawyer”, You only want to target people in a certain local area, at a cost per click of $46. With broad keywords like this, it is better to advertise and target a specific kind of law. For example, contract law, family law, or litigation. Be more specific and you will have a higher relevance and the opportunity to tailor what you’re offering, consequently earning a better quality score.
However, consider a keyword “lawyer” at forty-six dollars a click in a DIY Google Ads campaign with a quality score a 4/10. When you look at the keyword list in Google Ads view your quality score for that particular keywords.
In this example, somebody’s doing a DIY job, 4/6 you know the bid is forty-six dollars, then their ad rank is 18.4, you’ve got an agency like us come along and work on the campaign, attaining a quality score of 8/10 for example.
What do we have to bid in order to beat his position?
We have to bid enough to get an ad rank of 18.4 or more. If we bid we bid $24, in order to beat him, the bid that would be required to beat him is only $23 – half the price, because the quality score is twice as high. We would have a higher position and would only be paying one cent more than we’d have to in order to beat him, so we paid $23.01 and he’s paying $46 for position two.
We’re better off simply because we’ve helped create a better quality score.
Measuring Google Ads Success
Measuring the success, we look at a few kind of indicators; the best KPI, key performance indicator, is cost-per-acquisition. This is effectively cost per lead and when people come into your website, interact with your content, and come out the other side and become an inquiry, that is an acquisition.
CPA
Cost per acquisition is essentially just a fancy way of saying cost per lead.
If you’ve spent a $10,000 on ads for the month and you’ve gotten 10 leads, your CPA is 10 divided by $10,000s. Let’s say it’s $100 per lead or $100 CPA. Now a strong the indicator event is your click-through rate.
To calculate your CPA, divide the amount spent by the number of leads. For example you have spent $1,000on Google Ads, a divide that by 10 leads, and your CPA is $100 per lead.
If you’re selling products and services online, that Cost Per Acquisition becomes your sale cost.
Cost per Sale
Most of our clients are doing lead generation.
I often ask my clients, especially Google Ads clients, to think very carefully about the conversion rate between those leads and subsequent sales. If you’re converting one in two leads and it’s a $100 per lead; your cost per sale ends up being $200, how does that make sense for you? Are you going to make any money out of that and that’s up to you? you’ve got to talk to us about that.
Google AdWords Goal Tracking
Goal tracking will tell you what is coming through and what is converting.
Think about your website in a really simple way, as if it were a box. We often sort of draw this for clients, it’s very good for thinking about Google Ads in particular because you’re spending money with a manager and you’re spending money with Google to get the clicks.
In Analytics we can also look at the channels of people coming in through Google Ads, SEO, and social media. This enables you to track your leads back to where they came from.
By looking at Ads data, you can understand which ads are actually performing the task of converting. You have to be careful about making these judgments too early, but over time, you can learn which keywords are the best ones.
As people come into the website, what we want to do is make sure that we’re comforting them and focusing on the website itself to make sure that that converts. As a Google Ads manager, we’re not going to be changing your website a great deal but we will give you advice.
Google Ads Strategies
Retargeting
As people come into your website and then become conversions at a conversion rate of 10%, these visitors are becoming the leads and sales. However, 90% are still leaving your site.
As they leave we can use Google Analytics to put a cookie on them, track them around the internet, and know what sites they go on to visit. We can advertise to them again, meaning that wherever they go on the internet they see your brand over and over again. It can feel that you’re being stalked, but it works tremendously well.
Core Theory
Let’s say for example; there’s a core of keywords that you were spending $500 a month on. Your search impression share (which is the ratio of people looking versus what you’re actually paying to get in front of) is 40%.
When you’re spending $500 you’re only showing at 40% of the time. You could spend $1,000 and only come up to 80% at the time, or you can increase it a little bit more. You can easily increase it another 25%, so you can go up to $1,250 and then be showing your ad 100% of the time to all the people that are searching those keywords. The really cool thing about that is that the campaign that we’ve created is running a bit like a funnel.
That doesn’t need to change, our management fees don’t increase, it’s just we’d be able to tell you right, put your foot down, put the pedal to the metal and let your campaign increase. It’ll get you more leads, the cost per acquisition will probably remain much the same.
The keywords will be a little bit more expensive, but improve the wording on that landing page and look a Hot jar, (a feature that tracks what people are doing when they on your website) and what we do is identify or reduce the cost per click over time, Your keywords effectively are used to reduce the overall cost per acquisition.
Once we’ve found world-champion elements with the campaign, we create a separate campaign that’s really just the best of the best. We are then able to give you insights into how much of that is relative to your overall budget. Then we use the rest of the budget to continue exploring and find a secondary core of keywords, but letting the champion campaign do the heavy lifting and keep making a profitable result each week.
We have very targeted strategies depending on the kind of market that you’re working on, we have a very defiant three-tier approach to refine and focus on the right keywords, and we do that by identifying the core of the business focus. What is it that you really depend on or really value from the traffic that we can buy from Google? You want to make sure that converts into sales and it works for you. Therefore we have to identify the performance of that core of those keywords and then chop away the periphery.
If you want to talk to us about advertising on Google Ads, give us a call.
We won’t necessarily shy away from telling you about some of the nitty-gritty difficult things that are in there, but we will explain it. What we really want to do is work with clients who are informed or at least want to be informed enough so they can make good decisions. There’s quite a few other agencies and operators out there that will quite happily just bamboozle you and confuse you.
That’s not us. We really want you to understand what’s going on, we want you to be happy, and even if you being happy is we’re not right for you, that’s the right decision.
If you think our kind of plain English approach is going to work for you, we hope to hear from you.
Get in touch to see what our Google AdWords management team can do for your business!