PPCPay Per Click Advertising
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.
What are the benefits of PPC?
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.
Ensuring effective PPC?
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 compliments SEO to help get increased visibility within search engines. When PPC adverts are displayed 46% of clicks go to the top 3 paid advertising spots.
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.
What our clients say about us
When we launched DOSE our google presence was poor and web traffic was slow. Between Nov 18 – Oct 19, our organic traffic increased by 321% thanks to Em & Ol! The dynamic duo came to us at just the right time – equipping us with a toolkit for success that has changed our business for the better.
More about search marketing tools…
When it comes to search marketing Google is the market leader with a 87% U.K market share. This dominance is supported by an ecosystem of products that enable advertisers to setup, tag, track, advertise, fix and improve their search marketing. To help you understand the products that we use for our clients we have put together some product guides.
Google Ads explained
Until recently, Google Ads was known as AdWords and is often mistakenly referred to as PPC. Google Ads is the central advertising platform that enables you to run key direct response advertising. This includes Pay Per Click (PPC), Google Shopping, GDN (Google Display Network) and YouTube Advertising.
Search Console explained
Until 2015 when it was referred to as Webmaster Tools, Google Search Console allows webmasters to track and manage a websites stats. GSC data differs from Google Analytics as it provides technicals features like speed testing, XML sitemaps preferences, schema formatting and minimising errors like 404’s.
Merchant Center explained
Merchant Center 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 Center is the means by which Google standardised that data for ecommerce websites.
Tag Manager explained
Being able to relay results of digital marketing comes down to data. Regardless of platform, device or sector, being able to understand what users are doing on your site and the value it brings is essential to modern marketing. Google Analytics provides plenty of important insights but by using it in conjunction with Google Tag Manager we’re able to collect even more.
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