Services - Paid Search (PPC)

What is Paid Search (PPCs)?

PPC (Pay-Per-Click) advertising is an online advertising model where advertisers (you the client) pay a fee each time their ad is clicked. It is a way to buy visits to your website rather than earning those visits organically via SEO (Search Engine Optimisation). When PPCs are mentioned this usually refers to Google Ads and Microsoft (Bing) Ads on their respective search engines.

When should you use Google (PPCs) Ads?

  1. Your target audience actively searches for products or services on Google.
  2. You want to capture high-intent search traffic and appear prominently in search results.
  3. You have a wide range of keywords and search terms relevant to your business. 

Our PPC approach

1) PPC Audit

  • Understand your business, product and service
  • Understand advertising goals and objectives
  • Identify key opportunities and areas for improvement within the ads account – and to do this we will review:
    • Account structure
    • Campaign strategies and targets
    • Shopping / Google Merchant Center setup
    • Product Feed
    • Ad copy and assets
    • Keyword reach
    • Negative keywords setup
    • Audience and location targeting
    • Conversion tracking 

2) PPC Campaign Building

  • Market research and competitor analysis
  • Build / restructure account and follow best practice
  • Ensure your ads have visibility across all relevant areas (Shopping, Search, Display Network and Video) to ensure optimum performance
  • Google Merchant Center and product feed optimisation
  • Budget management
  • Audience targeting
  • In-depth keyword research
  • Ad copywriting and review assets and ad extensions
  • In-depth conversion tracking audit

3) Optimisation & Reporting

  • Ongoing optimisation & reporting:
    • Product feed data
    • Landing page optimisation
    • Keyword performance
    • Ads A/B testing
    • Ads assets and extensions optimisation
    • Performance reporting

What are the benefits of PPCs?

PPC ads can generate immediate results. Once your campaign is approved, your ads will appear and start delivering. PPCs provide detailed performance metrics, such as clicks and conversions to help evaluate the ROI.

PPCs enable you to advertise your product and service to users who actually want it, providing high relevance, engagement and search intent. This results in a higher conversion potential in comparison to other ad forms.

PPC platforms provide robust targeting options, allowing you to reach a specific audience based on demographics, location, interests, and more. Plus you can customise your ads and AB test them.

PPC ads provides flexibility and control over your campaigns. You can easily modify ad copy, keywords, bids, and targeting settings to improve results. Additionally, you can pause or stop campaigns at any time, giving you full control.

What are the different Google Ad types?

1) Google Search

PMax: allows advertisers to access all of Google Ads inventory (Search, Shopping, Video and Display) from a single campaign.

Search: uses keyword targeting to show text ads on the Google search page.

Shopping: is ideal for ecommerce sites as it uses your product inventory. It shows ads where an image of the product, plus the product name and price are presented to the user.

3) Remarketing

Remarketing: users don’t always convert when they first visit your site but with a remarketing campaign, we can bring them back.

4) Display & Video

Display: you can use the Google Display Network to promote your brand using a banner ad to a wide audience.

Video: you can promote your video on YouTube using a variety of formats, including skippable in-stream ads that play before or during a video.

Other Paid Search FAQs

The cost of PPC advertising can vary widely based on several factors, including the industry, competition, target audience, keywords, and the chosen PPC platform. It’s recommended to start with a smaller budget and gradually increase it based on the performance and results you observe.

The timeline for seeing results from PPC advertising can vary depending on various factors, including your industry, competition, campaign setup, conversion tracking and optimisation efforts. However, a well-managed PPC campaign can start generating leads and sales within a few hours.

Quality Score is a metric used by PPC platforms to evaluate the quality and relevance of your ads and keywords. It is assigned to each keyword in your campaign on a scale of 1 to 10, with 10 being the highest score. Higher Quality Scores can lead to lower CPCs, as platforms reward advertisers with more relevant ads by offering lower costs. Quality Score is determined by several factors, including: 

  • Click-through rate (CTR): The historical performance of your keyword in generating clicks relative to its impressions.
  • Ad relevance: How well your ad aligns with the user’s search query.
  • Landing page experience: The quality and relevance of your landing page to the user’s search query and the ad.

Ad Rank is a formula used by PPC platforms to determine the order and placement of ads on the Search Engine Result Page (SERP). Ad Rank is calculated by multiplying your Quality Score by your maximum bid (the maximum amount you’re willing to pay for a click) and considering other factors such as ad formats, extensions, and the context of the search query.

SERP stands for “Search Engine Results Page.” It refers to the page displayed by a search engine, in response to a user’s query. When you enter a search term or question into a search engine like Google, the search engine algorithm retrieves relevant web pages from its index and presents them on the SERP. The SERP contains organic lists, paid ads (PPCs), images, videos, news articles, maps, and other related search suggestions.

Yes, it is generally recommended to run PPC campaigns alongside other digital marketing efforts, such as SEO and social media marketing. We can help you with Paid Social ads on YouTube, Linkedin and Facebook

SEO stands for Search Engine Optimization and refers to the process of optimising a website to improve its organic (non-paid) search engine rankings. Achieving results with SEO can be a complex, time-consuming process and there are no guarantees. PPC offers more immediate visibility and control over ad placements.

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