Google Ads Management (formerly AdWords)

Funeral Results Marketing is a Google Certified Partner in AdWords advertising, which is why we say this:

Hundreds or thousands of advertising dollars will be saved or spent each year, and scores or hundreds of shopper website visits won or missed, based on the skill of your AdWords account manager – as proven below.

Why Advertise on Google Ads (formerly AdWords)

Today, 64% of shoppers click on Google Ads (or Bing Ads) when they wish to buy services, up from 20% in 2012. This medium is the “sweet spot” for reaching shoppers at the moment they want professional services. FRM helps you reach the right target audiences with highly customized funeral ads and campaigns. You can start getting calls almost immediately after going live with your ad campaign.

Review our PPC package prices below or read on to understand how AdWords pricing works – and how you may be losing money.

Basics & Surprises

AdWords is based on an auction system with several components. You “bid” the maximum “cost per click” amount you are willing to pay when a shopper clicks on your ad. There is no cost if your ads are not clicked. However, the top-ranked ad can easily be charged a much lower “cost-per-click” than the ad below it, even though the lower ranked ad bid a higher “cost per click” amount. Why? To answer that we must first understand the role that an ad’s “Quality Score” plays in the auction system.

Ad Rank & Quality Score

Google uses a formula to determine your ad’s position on the page, known as “Ad Rank.” The formula combines several “Quality Score” factors with your max cost per click bid to determine your ad rank, like this:

Ad Rank and Bid Costs

So, how can a higher-ranked ad have a lower “cost-per-click” than the ads below it? Unlike traditional auctions where the highest bid wins, Google uses a “second price” auction system to determine the cost-per-click (CPC) when your ad is clicked on, like this:

Listen to Hal Varian, Google’s chief economist, explain how the AdWords auction works.

Why Funeral Results Costs Less

In short, our ads have higher quality scores and therefore lower costs per click. We are a Google Adwords Certified Partner that only serves the deathcare industry (with all its idiosyncrasies). We build campaigns with our proprietary system, developed from careful research over years of experience. We have seen funeral homes spend thousands more per year with local providers or regional providers that had weaker ads and/or achieved lower Quality Scores. With FRM-crafted ads you pay less, appear higher on the page and drive more shopper traffic.

Listen To Robin Heppell Explain the Google Ads Best Practices