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Google Ads & PPC Marketing

When trying to manage your Google Ads marketing, you may find the process to be complicated. This includes your Google Ads campaigns, something which if done right will ensure business online success.

You want to get the right message out to the right people, those converted to clients, using the right advertisements. The conversion is what indicates that a Google campaign is a success. However, understanding this, and actually being able to execute it are two different things.

Being in the right place, at the right time, and with the right campaign, ensures your business will flourish online. These factors are very important to consider when you design and implement your advertising campaign.

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Although this may sound easy, if you have tried advertising online, you will know that it is not so straightforward. Google Ads marketing has been made easier, however, through our dedication and expertise in digital marketing.

Click here for your free quote. We will be able to provide you with how we will be able to enhance your online presence.

With a multitude of strategies to use, you will have far more tactics to get the exposure you want. This includes the use of keywords, as well as Search engine optimisation (SEO).

This tactic makes sure that you are using the right keywords for your advertisements and for your website. The right keywords will help your website rank better on search engines, such as Google.

Another tactic that is used is the ability to display Ads on search engine search pages. This works hand in hand with the keywords which need to be used. When done correctly, your Ads will result in an increase in the exposure to your business and your products or services.

For more info contact us and we will advise you on how we can improve your online profile.

More About Google Ads

The Google badge recognises companies that excel with Google’s products, proving businesses are healthy, and their customers are happy and use Google best practices.

You know your business – Google Partners know the web: let our certified experts manage your online marketing so that you can focus on running your business.

How to use Google as part of your digital marketing strategy? 

How Google Works:

Googlebot: Google’s Web Crawler.

Googlebot is Google’s web crawling robot, which finds and retrieves pages on the web and hands them off to the Google indexer. It’s easy to imagine Googlebot as a little spider scurrying across the strands of cyberspace, but in reality, Googlebot doesn’t traverse the web at all. It functions much like your web browser, by sending a request to a web server for a web page, downloading the entire page, and then handing it off to Google’s indexer.

Google’s Indexer

Googlebot gives the indexer the full text of the pages it finds. These pages are stored in Google’s index database. This index is sorted alphabetically by search term, with each index entry storing a list of documents in which the term appears and the location within the text where it occurs. This data structure allows rapid access to documents that contain user query terms.

To improve search performance, Google ignores (doesn’t index) common words called stop words (such as the, is, on, or, of, how, why, as well as certain single digits and single letters). Stop words are so common that they do little to narrow a search, and therefore they can safely be discarded. The indexer also ignores some punctuation and multiple spaces, as well as converting all letters to lowercase, to improve Google’s performance.

Google’s Query Processor

The query processor has several parts, including the user interface (search box), the “engine” that evaluates queries and matches them to relevant documents, and the results formatter. PageRank is Google’s system for ranking web pages. A page with a higher PageRank is deemed more important and is more likely to be listed above a page with a lower PageRank.

Google considers over a hundred factors in computing a PageRank and determining which documents are most relevant to a query, including the popularity of the page, the position and size of the search terms within the page, and the proximity of the search terms to one another on the page. A patent application discusses other factors that Google considers when ranking a page. Visit report for an interpretation of the concepts and the practical applications contained in Google’s patent application.

Example Tags (keywords): crawling, google, pagerank, queries, results, spider, stop words, technology, URLs.


At RCM, our dedication to excellence in digital marketing extends to our careful approach to analytics. We utilise cutting-edge analytical tools to provide our clients with comprehensive monthly reports, tailored to their unique requirements. These reports serve as invaluable guides in navigating the dynamic landscape of online marketing, offering insights that empower our clients to make informed decisions and achieve measurable results.

Our reporting framework is characterised by its flexibility and precision. Each report is meticulously crafted to align with the specific goals and priorities of our clients. Whether it’s tracking success within particular demographic segments, evaluating bounce rates to optimise user experience, assessing device usability for enhanced accessibility, scrutinising CPC to maximise budget efficiency, or analysing conversion rates to refine marketing strategies, our reports delve deep into the metrics that matter most.