PPC is a form of digital advertising that enables brands to bid on keyword terms that are relevant to their business and appear in Google search results for those terms. It is called Pay-Per-Click because you literally only pay for the advert when a consumer clicks on it. PPC compliments SEO to help get increased visibility in search engines but it can be complicated and expensive if you aren’t experienced with the platform. We ensure that campaigns are set up to best-practice standards, organised inline with your strategic objectives and our skilled copywriting will entice potential customers to take action and visit your website.


The benefits of PPC is that it offers instant visibility in search engine results pages (SERPs). PPC looks at keyword research which is often carried out as part of an SEO audit and aims to either ‘fill the gaps’ that SEO has for select keywords or help to create ownership of a brand or generic term in SERPs.




PPC should be updated regularly from both a copywriting and targeting perspective. We run a tight ship when it comes to updating your copy to reflect the latest promotions and regularly review new audiences based on analytics data to get the best value. For example we will regularly review keyword opportunities, assess geographic skews and remove campaigns that cost a lot but deliver limited returns.


PPC is only useful if the correct tracking is in place so that we can establish where the lead came from and the the revenue generated from each campaign was. No two businesses are the same, a service business will have different tracking requirements to an ecommerce business and an ecommerce business will often have different revenue streams; for example a subscription model will require a different set up to a site that sells downloadable content.

We diligently set up the relevant tracking to enable the best insights to your business and how that attributes to sales. This is also important because in today’s omnichannel environment, most consumers don’t have a clean A-B journey to purchase. They may have viewed a Facebook advert, seen another one on instagram & clicked on that, talked to a friend, changed device, googled a product, read a review and then potentially looked at the different retailers selling that product to weigh up the best shipping costs. We try to analyse as much of this journey as possible to provide you with a clear picture of what works.


In conclusion, PPC can be a very effective way to generate leads and strengthen your presence on the internet. However, it can also be a quick way to spend a lot if you bid on the wrong terms, don’t apply the correct tags and don’t have a clear digital strategy. If you’re interested in what PPC can do for you or you simply want a second opinion about your current set up, please get in touch.


PPC works on an auction system, which takes place every time a user performs a keyword search. To “win” the PPC auctions and see your Google advertisement appear for relevant keywords, we try to optimize your Quality Score and bid amount. The higher your Quality Score, in conjunction with your bid amount, the better your ad positioning.


The following factors (among others) affect your Quality Score:

  • The relevance of your Google ad to the search query
  • The relevance of the Google keyword to your ad group
  • The relevance of your ad to its landing page
  • The historical click-through rate (CTR) of the ad and its ad group
  • Overall historical account performance

There are also overall benefits to having a high quality score:

  • Lower costs– Google rewards advertisers with high Quality Scores by lowering their cost per click (CPC), helping improve ROI.
  • Higher exposure – When you have high Quality Scores, your ads will display more often, in better positions on the SERP—the top vs. the bottom of the page. This enables you to get more clicks and conversions without having to raise your bids.

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