Name: Back9 Creative Studio
Price range: $$
Rating: 5

Google Ads Strategies for New Zealand Businesses

Posted on February 20, 2025March 30, 2025 by Phil

A Google Ads specialist can help you get found online, without a doubt! At Back9 we believe in today’s online world, visibility is key. This means when it comes to Digital marketing, not only does a website need to be optimised for SEO, it should be an ever evolving asset for for New Zealand businesses.

In order to evolve the key is to understand how users are finding your website in the first place. Secondly, what they are doing once they find you. And most impportantly are they contacting you.

To understand and measure some of that information, ultimately you need website visitors. And the more data you have, or more site visits the better your sample size. In short you need website visitors to turn in to leads and in turn, become customers!

Google Ads offers a powerful tool to reach potential customers.

But how can you ensure your ads are effective?

A Google Ads specialist in NZ can help. They understand the local market and can tailor strategies to your business needs.

In this article, we’ll explore Google Ads strategies for New Zealand businesses, and the value of working with a specialist.

Understanding the Importance of Google Ads in NZ

Google Ads plays a crucial role in online marketing NZ businesses. It helps companies gain visibility and reach their target market efficiently.

With rising internet usage, many Kiwis search online for products and services. Google Ads provides a direct path to these users.

For businesses in New Zealand, investing in Google Ads means staying competitive. This platform offers targeted advertising that can boost brand recognition and sales.

The Role of a Google Ads Specialist

A Google Ads specialist in NZ can significantly enhance ad campaign performance. Their expertise in digital marketing NZ ensures your ads reach the right audience.

They optimize campaigns by adjusting bids, keywords, and ad formats. This maximizes ROI and improves results.

Hiring a the best Google Ads Agency in New Zealand also means better understanding what you want to achieve. This will help determine the best fit for you. Ultimately, this leads to more effective and relevant advertising tailored to your New Zealand audiences and your goals.

Tailoring Google Ads to the NZ Market

Understanding New Zealand’s unique market dynamics is crucial. Google Ads can be customized to target specific local demographics.

Tailoring ads according to regional interests helps engage potential customers effectively.

A well-crafted campaign addresses local preferences and trends. This boosts both engagement and conversions.

Geo-Targeting for Local Reach

Geo-targeting lets businesses focus on specific regions. It’s essential for engaging the right audience in New Zealand.

By focusing ads on local areas, businesses can enhance relevancy. This approach often results in higher conversion rates.

Keyword Research for NZ Audiences

Effective keyword research uncovers terms locals frequently use. It helps identify what potential customers in NZ are searching for. How iften they are searching and what their intent is for that search.

Choosing the right keywords boosts ad visibility. This ensures ads appear in relevant search queries by New Zealanders.

Image-of-a-screenshot-of-Keyword-Research-and-search-volumes-for-Google-Ads-Specialist-NZ.jpg

Crafting Compelling Ad Copy

There are many ways to be successful with Google Ads when is comes to your copy. Firstly, Creating engaging ad copy is essential for attracting attention. Use language that resonates with the local New Zealand audience for maximum effect.

Secondly, highlighting unique selling points in your ads can differentiate you from competitors. Focus on what makes your product or service stand out.

And thirdly, ncorporate a strong call-to-action to drive engagement. Clear prompts encourage potential customers to take the next step, such as clicking your ad.

Optimising for Mobile Users in NZ

With mobile usage skyrocketing, optimising your ads for mobile devices is crucial. This ensures that your ads display correctly on all screens.

Mobile-friendly ads load faster and look appealing, improving user experience. Consider mobile-specific ad formats to increase engagement among New Zealand’s mobile users.

Leveraging Different Ad Formats

Utilising the variety of Google Ad formats can enhance your marketing efforts. Different formats meet distinct marketing goals and audience preferences.

In New Zealand, combining search, display, and video ads can effectively capture diverse audience interest. This multi-format strategy ensures wider reach and improved engagement.

A/B Testing and Performance Analysis

A/B testing helps refine your Google Ads strategies. It provides insights into what works best for your audience.

In New Zealand, businesses can benefit significantly from these tests. Through testing, you can compare different elements of your ads to identify the most effective approach.

Regular performance analysis using Google Analytics is crucial. This ongoing analysis helps optimize campaigns, increasing return on investment for New Zealand companies.

Conclusion: The Value of a Local Google Ads Specialist

Hiring a local Google Ads specialist in NZ can offer distinct advantages. Their understanding of the local market ensures more effective campaign strategies.

Additionally, a local specialist can provide personalised support and guidance. This can significantly boost your online marketing efforts within New Zealand.

8 of the Best Google Ads Agencies in Auckland

Posted on January 22, 2025January 22, 2025 by Phil

Are you looking for the best Google Ads agency in Auckland? Well, look no further. We’re here to tell you that the search is over. But before we can get into who the best agency is, let’s discuss a few key elements of what makes a great digital advertising agency.

Person seated at table drinking from a cup with laptop screen open viewing a Google search page.

What Does a Great PPC Ads Agency Look Like?

First and foremost, an excellent Google Ads agency in Wellington, Auckland, Invercargill – or anywhere else for that matter – will have experience and expertise in launching successful campaigns. They should also be knowledgeable about the latest trends in digital marketing, so they can help you stay ahead of your competition. Furthermore, they should have a proven track record of success with clients from various industries. This shows that they’re able to tailor their services to fit your company’s individual needs.

Another important factor when searching for the best PPC Ad agency is customer service. Is the team responsive and available when you need them? Do they take time to understand your goals and objectives? Are they willing to go above and beyond to make sure your campaigns are successful? A great digital ad agency will go out of their way to ensure that their clients are satisfied with their work.

Finally, it’s important to find an agency that understands the importance of budgeting and return on investment (ROI). A good agency will provide strategies that maximise ROI while still staying within budget parameters. This ensures maximum efficiency when it comes to spending money on ads.

Let’s take a look at some of the Best Agencies in Auckland in Google….

1. Firefly Digital

Firefly Digital, based in New Zealand, offers expert services in Google Ads Auckland, helping businesses maximise their online visibility and drive targeted traffic. With a data-driven approach, they specialize in creating and managing Google Ads campaigns tailored to specific business goals, ensuring efficient use of ad spend. Their team combines local market expertise with innovative strategies to deliver measurable results, making them a strong option for Auckland businesses looking to enhance their digital marketing efforts.

2. Back9 Creative

Back9 is one of the best Google Ads Agencies servicing NZ, And, we’re also the only Google Ads Agency Partner in our city. We’re actually based in Southland – but we don’t let that stop us – so why would you? So What does all this Ads Partner stuff mean? To make and keep this ‘partner’ status, we need have current certified professionals. We need to meet a minimum standard in terms of Ad Quality Score. And we need to spend a minimum of USD $10,000 within a 90 day period. That’s a lot of converting Google Ads for our valued clients!

Here at Back9 Creative, we don’t normally include ourselves when we compile an article on the best. After all, you’re already on our website, right? And that must count for something. We’re clearly doing some of the best SEO in NZ too. All of that aside, we reckon when it comes to Google Ads in Auckland and who’s the best, we’re right up there. So why not reach for higher honours? We can deliver with the best Google Ads Agencies in Auckland and New Zealand without a doubt!

In fact, the last time we searched best Google Ads Agency in New Zealand… What do you know? We were numero uno in the organic (unpaid) results!

Screenshot of Google Search for best Google Ads Agency in New Zealand

CTA-with-a-woman-looking-slightly-confused-and-text-reading-how-much-do-google-ads-cost-and-a-button-to-find-out

3. The Web Guys: Auckland Google Ads Agency

The Web Guys provide Google Ads services in Auckland, focusing on helping businesses across New Zealand achieve measurable growth through tailored advertising campaigns. Their local expertise and results-driven approach ensure that campaigns are optimised for maximum ROI. By leveraging their deep understanding of the Auckland market, they deliver strategies designed to connect businesses with the right audience, making them a reliable choice for effective digital advertising solutions

4. Fabric Digital

Fabric Digital specialises in Google Ads in and around Auckland, offering tailored campaigns to help businesses reach their target audience and achieve measurable growth. Their team combines strategic planning, in-depth keyword research, and ongoing optimisation to ensure maximum return on investment. With a focus on data-driven results and personalised service, Fabric Digital supports Auckland businesses in leveraging Google Ads to enhance their digital marketing performance and grow their online presence.

5. Too Good Digital

Too Good Digital offers expert Google Ads services in Auckland, helping businesses increase their online visibility and attract the right audience. Their approach focuses on creating customised campaigns, detailed keyword research, and continuous optimisation to deliver measurable results. By prioritising transparency and client collaboration, Too Good Digital provides Auckland businesses with effective Google Ads strategies to enhance their digital marketing impact and achieve sustainable growth.

6. Sprocket Digital

Sprocket Digital provides Auckland with professional Google Ads services, designed to help businesses grow their online presence and achieve targeted results. Their team specialises in crafting tailored campaigns, conducting thorough keyword research, and implementing ongoing optimisation to ensure maximum effectiveness. With a focus on delivering measurable outcomes and strong client partnerships, Sprocket Digital supports Auckland businesses in leveraging Google Ads to drive success in their digital marketing efforts.

7. Pixi

Pixi offers specialised Google Ads services for the Auckland region, focusing on creating and managing campaigns that deliver targeted traffic and measurable results. Their team takes a strategic approach, combining in-depth keyword research, creative ad design, and ongoing performance optimisation to maximise return on investment. With a commitment to transparency and client success, Pixi helps Auckland businesses leverage Google Ads to enhance their digital marketing strategy and achieve sustainable growth.

8. Adhesion: Google Ads Agency Auckland

Adhesion, another Auckland based agency provides tailored Google Ads services with a focus on delivering high-performance campaigns for businesses seeking measurable growth. Their approach combines advanced audience targeting, strategic keyword selection, and meticulous campaign optimisation to ensure maximum impact. Known for their collaborative client relationships, Adhesion goes beyond the basics by offering insights and strategies that align with each business’s unique goals, making them a trusted partner for Auckland businesses looking to excel in Google Ads.

So For Google Ads Agencies in Auckland, who’s the pick of this lot?

Choosing the best Google Ads agency in Auckland ultimately comes down to what works best for you and your business. The real question might be: Who is the best agency for your specific needs?

All the agencies listed above are highly capable and bring their own strengths to the table. If working with a local provider is important to you, prioritize agencies based in your region. If location isn’t a concern, feel free to explore and connect with any of them. The key is finding a team you feel aligned with, can trust, and that understands your business goals.

Take your time, ask questions, and choose the agency that feels like the best fit. A great partnership will make all the difference in achieving your marketing success. Good luck!

Get a FREE Google Ads Audit

Google Ads Invercargill – Who is the best?

Posted on October 12, 2023August 7, 2024 by Phil

In our article titled “Who is the Best Web Digital Marketing Company in Invercargill,” we discuss the difficulty of identifying the top business in an industry, especially when it comes to digital services like Google Ads Management.

It can be overwhelming to figure out which SEO agency is right for your business and how much SEO will cost. You might also wonder if SEO will actually bring results.

Everyone has different priorities, and what matters most to one person may not matter as much to another. It’s important to understand the basics of Google Advertising and the difference between organic SEO and paid search, display, and Google Shopping Ads for example.

Each person has their own preferences, so determining the best agency for you can be challenging.

Business is always changing and evolving. If we compare it to a sports match, it would be like a never-ending tie with overtime. There isn’t a clear-cut way to measure which business is better. We have things like business awards and design accolades that try to determine excellence, but these assessments are limited and subjective within the vast possibilities of business.

Google Ads Invercargill – Who Ranks Best?

Choosing the right company to manage your Google Ads needs depends on what you’re looking for and your specific situation. What are the things that matter to you when partnering with a Google Ads agency? What do you expect them to do for your business? And what kind of results are you hoping to achieve?

When it comes to working with a company, it’s crucial to find people who share your beliefs and values. Trusting your gut feeling is often a reliable indicator in such cases. In my own experience, I’ve learned to trust my instincts! If a company offers Google Ads services, they should be able to demonstrate their own success by ranking well on Google.

However, it’s worth noting that in the online world, it’s easy to manipulate search results or bend the truth. Fortunately, it’s becoming increasingly difficult to do so. Nowadays, consumers want trust and reliability from their service providers, whether it’s their mechanic, power company, or website design team.

As of the time of writing, (keeping in mind that maintaining a top position in search results is always challenging), here are six highly ranked SEO agencies when searching for “SEO Invercargill.”

Back9 Creative – Google Ads Partner Invercargill

We appreciate your visit to our website, and it’s likely that you found us through a Google search. This serves as a testament to our capabilities.

As (at the time of updating this article) the only Google Partner, in Southland it reaffirms why we’re at the top of this list. At Back9 we’re very proud of being down-to-earth and approachable. And while we prefer to let the results speak for themselves rather than boast, we do believe that we are one of (if not) the top Google Ads company in Invercargill. Like other businesses on the list, we offer a range of digital marketing services. So, what sets us apart? Honestly, there’s nothing specific that distinguishes us.

We all excel at SEO, as evidenced by our websites ranking on Google. Therefore, if you believe we can provide value (which, by the way, we definitely can), we would be delighted to have a conversation and explore the possibility of working together.

Business IT South

Business IT South is an Invercargill-based IT company that specializes in providing a diverse range of IT and web services to businesses across the Southland region.

King Kong

King Kong eh? Yeah, I know what you’re thinking sounds like a heavy hitter. And yeah Maybe. They have done enough to rank for Google Ads Invercargill, despite being based in Auckland. They say guarantee results. There website is pretty quirky with a lot of really large text… And they appear to have a bout a million staff. But… Does that make them the best Google Ads Company in Invercargill… Well technically no. Because they are not in Invercargill 😉 That’s not to say they are not worth contacting if you are an Invercargill-based business. So knock yourself out.

GraphX

Graphx appears to be an Invercargill-based agency providing a range of graphic design, website design, and digital marketing services to small and medium-scale businesses at an affordable price. They create an identity for a brand and help you to stand out from a crowd with unique and modern design.

Their website states, their mission is “to promote their client’s online presence in the competitive market and increase their online visibility level by the website optimisation and social media marketing services. Our responsive websites are designed to gain a high search ranking and work great on all devices”.

GraphX ranked fairly well down the page at 10 for the last search we did, but they appear to be local, so that’s a plus.

Market Elements

Coming in at No. 15 on the Google Search is Market Elements. Market Elements appears in another article too: Who is the best Digital Marketing Company in Southland?

They offer Google Ads, Social Media Marketing, SEO and Invercargill Web Design services. They have been providing marketing support and integrated marketing campaigns for small and small-medium businesses since 2010.

Market Elements say “It’s all about the relationship and the results for us. Most of our clients ask us to work with them well beyond their initial project, as they value the fact that we’re local and offer professional, independent advice and services”.

With team members collaborating from multiple locations, Market Elements do not appear to have a home base. However this can probably work to their advantage too. Lower overheads can mean more cost-effective pricing.

If you are a small or medium business then Market Elements are well worth touching base with. The best thing for you and your business to do your research!

Cool Websites / I-Cue

I-Cue was originally a print company. They also do Signage, Teeshirt printing, websites, and a range of marketing. The Cool Websites website weighs in at no. 21 on our Google Ads Invercargill search, but oddly enough the page linked to SEO on their website.

Anyway, I-Cue has been around the design and print game for a long while in Invercargill. We have used their print services a lot over the years. They are good people!

So, Google Ads Invercargill – Who will you choose?

When it comes to selecting the best Google Ads company for you and your business in Invercargill, it ultimately depends on your specific needs and preferences. It’s worth checking if the aforementioned companies still maintain their top positions in search results. PPC Ads are a complex and challenging field – it can be likened to navigating a minefield. To secure a prominent spot on Google, both you and the agency you partner with need to put in a tremendous amount of effort.

Each of the mentioned businesses claims to be the best SEO company in Southland. However, determining the “best” is now subjective and revolves around what is best for you and your business. What goals are you aiming to achieve, and which agency aligns most closely with your values?

Choose the Right Fit for you!

If you’re looking to partner with a Google Ads Agency, or wondering How to choose the right marketing agency for your business you must take the time to research. We’ve had several clients over the years who feel they have not seen results paying for PPC Ads – especially using companies like Yellow or Media Works and the like. And the reality is, there are a lot of people out there saying they are the best.

When you’re deciding who to contact, do some Google searches, see whos up top, see who you think may be a fit your business.

Already Running Google Ads?

If so you may want an independent review of your account and campaign setup. Please feel free to order a FREE Google Ad Audit from one of our team.

Updated: Tuesday March 26th 2024

Image-of-a-digital-audit-for-google-ads-webpage

Do I Need Google Ads?

Posted on August 30, 2023April 5, 2024 by Phil

In this digital age, at Back9 we often tell our clients that one of the most effective ways to reach your target audience is through Google Ads.

Google Ads is an advertising platform provided by Google. They allow businesses to display their ads on the search engine results page.

There are few types of ads that fit into this category.

Search
Display
Shopping – perfect for Ecommerce businesses
YouTube Pre-roll

But the question remains: Do you need Google Ads?

The answer is simple, yes, you need Google Ads! In this article, we will:

Elaborate on why they are essential for your business and;
Why it’s recommended to engage an expert to set up and run your campaigns.

Google Ads Increases Online Visibility

Google Ads is an excellent way to increase your online visibility. When you invest in Google Ads, or other PPC Adverts, your advert appears at the top of the search engine results pages. This therefore will increase the chances of potential clients seeing – and clicking on it.

By using Google Ads, your business becomes more visible to people who are actively looking for your products or services. An expert in PPC advertising like a Google Ads agency can help you develop a comprehensive strategy. This should be as a part of a digital marketing roadmap. This can in turn ensure your ads reach your audience in the most effective way.

Targeting Made Easy

Google Ads enable you to target potential clients based on specific search keywords, demographics, and locations. This capability is crucial for businesses that require laser-focused targeting to reach the right customers at the right time. Campaigns targeting broad terms may not be effective; that’s why it’s important to recruit an expert in PPC Advertising to help you configure your campaign settings and ensure it is working effectively.

High Conversion Rates

Google Ads is a great platform to increase your conversion rates. Conversion rates refer to the percentage of people who take a specific desired action after clicking your ad. This desired action could be making a purchase, filling out a form, or booking an appointment. Research shows that people who click on your Ads are more likely to make a purchase than those who don’t. An expert in PPC Ads can help you track your ads’ conversion rates and make any required adjustments to ensure the best possible results.

Google Ads are Cost Effective

If you’re asking yourself if you need google ads? Chances are you’re also wondering how much do Google Ads Cost? Or how much money you should spend on Google Ads?

Google Advertising operates on a pay-per-click system. This means you only pay when someone clicks on your ad. PPC Ads can be cost-effective, and it allows businesses to be creative with the budget they have set for their advertising campaigns. Hiring a Google Ads Specialist can save you money by making your online adverts more effective, which will result in more clicks and higher conversion rates.

Conclusion:

Business owners, CMOs, and marketing professionals, if you’re not leveraging the power of PPC Ads, you’re missing out on an excellent opportunity to reach your target audience effectively. Not only can this provide a cost-effective way to get your message in front of (the right) potential clients, increase your online visibility, and deliver an outstanding results and return on investment.

Attracting clients requires more than slapping up a few ads. Hiring a Local Google Ads expert to develop and execute your digital advertising strategy will help you harness the full potential of PPC Adverts while ensuring that you receive the best possible results.

So my friend, if you want to grow your business, increase your online visibility, and achieve a high return on your marketing investment, then investing in Google Adwords is the way to go. Get a FREE Google Ads Audit today!

Google Shopping Ads: How do they work?

Posted on April 4, 2023April 6, 2023 by Phil

Google Shopping ads are a really effective way that online retailers can connect with potential customers and generate more sales. In fact if done well, they will yield exponential returns. But what exactly are Google shopping ads, and how do they work? In this article, we’ll discuss what Google shopping ads are. And how you can use them to promote your products or services.

What Are Google Shopping Ads?

Much like Google Ads – the search version, Google shopping ads are a form of pay-per-click (PPC) advertising. PPC ads allow retailers to promote their products or services through a variety of channels. These ads appear when users search for keywords related to the product or service being advertised. When someone clicks on the ad, they are taken directly to the merchant’s website where they can purchase the item.

It’s a great way for businesses to get their products in front of potential customers quickly and efficiently.

How Do Google Shopping Ads Work?

Google shopping ads work by allowing e-commerce businesses (or merchants) to ‘bid; on certain keywords related to their products or services. Whenever someone searches for these keywords, the merchant’s ad will be displayed alongside other results from similar businesses. There are a range of ways to get your ads to show over another’s. But generally the higher an advertiser’s bid is, the more likely it is that their ad will appear at the top of search results pages. Advertisers also have the option of targeting specific demographics or locations. This then helps make sure their ad reaches those who are most likely to buy their product or service.

The Benefits of Using Shopping Ads

Google shopping ads offer many advantages for businesses looking to increase their sales and reach new customers. These include increased visibility for your brand, improved click rates due to targeted campaigns, and a lower cost per click than traditional PPC campaigns. Additionally, as more people search for items using voice assistants like Alexa or Siri, these types of ads become even more valuable as they allow merchants to tap into this growing market segment easily and quickly.

Do These Ads Really Work?

The short answer is hell yeah they do… Of course, you need to be advertising or selling a product that people want. And at a price, consumers are prepared to pay. That means you do need to be competitive to see success with Google shopping ads. This is because your product will show alongside your competitors, so if you’re selling a pair of socks for 6.90 and your competitor has the exact same pair for 5.40, then chances are, it will be their ad that will get clicked over yours. We have clients running google shopping ads as you read this who are returning anywhere from 600-800% return on their ad spend each month! Yes, you read that right – 600 – 800% R.O.A.S. That means if you spend $3000 on ads, it will result in $18,000 – $24,000 in sales each month.

How do you get started?

Google Shopping ads can essentially be set up by anyone with a bit of tech nouse. However, we highly recommend getting a certified Google ads Expert to help with this, We have seen several clients over the years falter in the setup, and it can end up being quite costly. The better the set up the faster we can get the account optimised and running smoothly. And that (generally) in turn means faster (and better) results. If you’re keen to have a chat about the options please feel free to give us a call or email or book a time to meet.

Google shopping ads offer so many benefits for businesses looking to increase their online visibility and boots sales numbers quickly and easily. With targeted campaigns and competitive bids, using all the google channels for ads, (Search, Display, Shopping, and Remarketing) you will get your products seen by potential customers quickly. And all while potentially keeping costs low. Well as low as possible… You will still have to outlay some decent cash. But you need to understand Google Ads are an investment. And not a cost like radio or newspaper advertising, This is because they are highly measurable. So if you’re looking for an effective way to reach more customers online, consider giving us a call, and let’s give Google shopping ads a try!

Should You Use Your Own Brand Name for Google Ads?

Posted on January 8, 2023January 9, 2023 by Phil

Whether you’re a business owner or a marketing manager, you’ve probably already heard about keywords in Google Ads. But do you know how important they really are for you to Get Ready to Win with Google Ads? If so, have you considered using your own brand or company name as keywords in your ads? You want to get your name ‘out there’ right? So it may seem like a no-brainer at first. But there are pros and cons to this approach that must be considered. Let’s take a closer look.

The Pros of Using Your Own Brand Name for Google Ads as Keywords

Using your own brand name as keywords can be beneficial in some respects. This is because it helps potential customers find your business more easily when searching online. Especially if you have only just launched a website for the first time. This type of keyword also allows you to control how your company is presented on search engine results pages (SERP). This is especially important if there are other businesses with similar names to yours as the keyword competition will be higher. In addition, using your brand name in ads allows you to showcase exclusive offers or discounts you may have available that won’t show up in organic search results.

The Cons of Using Your Own Brand Name as Keywords

On the flip side, using your own brand name for Google Ads as keywords can be costly. This can be the case for a number of reasons. Including:

Other companies may also use it for their ads—especially if your business has a generic name.

This means you could end up paying for clicks from people who are looking for someone else’s company instead of yours.

If you have a good-ranking website already

This is especially if it ranks well for your company name – which any half-decent website should if the search engine optimisation (SEO) has been done correctly!

Using it as a keyword in your google ads could result in a lot of wasted ad spend… This is because your searcher may click on the ad to find your website – which they would have done if they clicked the organic result anyway.

Using your Brand Name for Google Ads depends…

At the end of the day, whether or not you should use your own brand or company name as keywords depends on several factors such as budget and competition level in the market. If you decide to go with this approach, make sure to monitor performance closely so that any budget spent on these types of ads doesn’t go to waste! If you’re using a google ads agency – make sure they know what they’re doing. A lot of the big boys like Yellow, Mediaworks, and NZME for example, outsource offshore and have a cookie-cutter approach to Google Ads. Which is why it is better to use a local company for Google Ads. You just need to be careful about how you choose your ad words company.

All things considered, using a combination of both targeted and branded keywords can help maximize traffic and conversions while still being cost-effective.