PPC is text adverts that are visible for relevant, pre-agreed search terms or keywords and you only pay the media cost if someone clicks on the ad. This format is particularly useful for service-based businesses. This search tactic gives you a lot of control and visibility but it must be consistently optimised in order to remain cost-efficient and effective.

Google shopping is the perfect platform for product-focused e-commerce businesses. Unlike PPC which is purely text-based, it features product images, prices and customer reviews. This information is fed in real-time via an API directly from your website and its stock levels – meaning your adverts remain consistent with the status of your online store.

Until 2015 when it was referred to as Webmaster Tools, Google Search Console allows webmasters to track and manage the stats of a website. Google Search Console allows webmasters to monitor their websites, website good housekeeping if you will. Used effectively you can find a trove of useful data. In doing so we can optimise your website inline with Google’s best practices standards.

Merchant Centre is part of the Google ecosystem and allows advertisers to manage and submit product data from their website to Google before that data is displayed as adverts within Google Ads. Product data will vary depending on numerous factors and Merchant Centre is the means by which Google standardised that data for ecommerce websites.