Pay Per Click

We deliver a results-focused PPC service

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Google Ads and Facebook PPC Ads are the two largest advertisers on the Internet.

Google currently holds 37.2% of the digital advertising market, whereas Facebook holds 19.6%.

65% of buyer-intent keywords are paid clicks.46% of the total clicks go to the top three paid advertising positions.

PPC is a fantastic way to instantly get your business in front of your target market online. Paid Search is incredibly measurable and a fantastic way to demonstrate ROI against ad spend. By setting up and managing best practice PPC campaigns that match with your business’s goals, we deliver more customers with intent to your website.

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PPC is a highly cost-effective method of advertising on both search engines and websites. With PPC (pay-per-click) advertising, you only ever pay when a user clicks on your ad, plus you control how much you pay for each click and how much budget to allocate to your advertising campaigns, so you’ll never overspend. 

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If you have never run PPC adverts before, then you have yet to experience the benefit of having ads in front of your target audience within minutes of launching a campaign.

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How can PPC help your business reach a new audience?

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Reaching new audiences through organic search (SEO) can very time-consuming and competitive. PPC allows advertisers to show ads to their target audience almost immediately. This can be through keyword targeting for paid search adverts, where advertisers select relevant keywords that their potential customers will be searching for.

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There are many PPC platforms available, but the most popular is Google Ads (formerly Google AdWords). Google Ads is segmented into paid search, shopping, display, remarketing, and YouTube.

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  • Paid Search refers to sponsored results that appear at the top of the Google listings when you run a search query.

  • Shopping also appears in the sponsored search results, but your advert will show a product image and price, unlike paid search which is just text ads.

  • Display refers to textual or graphical advertisements placed on third party webpages. 

  • Remarketing allows you to target your advertising to people that have visited your site already, allowing you to convert window shoppers into customers.

  • YouTube offers In-Stream and In-Display advertising on the website, showing ads before users watch a video on YouTube. These ads can also appear within YouTube’s search results.

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All of these channels operate on the same pay-per-click model. It’s not just Google that offers PPC advertising – Bing, LinkedIn, Facebook, Instagram, and Twitter all offer pay-per-click advertising. We are a PPC agency managing campaigns across all these platforms and can suggest which one is best for your campaign.

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How well does PPC work with other digital channels?

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PPC can fit in with a wider digital marketing strategy, by helping boost performance of other channels or feeding off traffic from other channels to help nurture users to conversion.

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Our team are experts at integrating PPC into a digital marketing strategy. We also work closely with other teams to ensure that the full campaign is working hard to deliver the best possible results. For example, we often collaborate with brand awareness campaigns by running remarketing activity from that traffic and aligning the messaging to ensure we are finding users who have shown interest in a product/service and taking them closer to a conversion.

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Google reports that search ads can boost brand awareness by as much as 80%, making consumers more likely to remember your brand and interact. 

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PPC visitors are 50% more likely to make a purchase than organic visitors.

Frequently asked questions

PPC

Why is PPC important?

Thanks to the speed to market, performance data and budget control that PPC advertising offers, it is a high-value method of presenting your products and services to the right audience at the right time. PPC provides a business with the opportunity to place ads in front of businesses and individual consumers based on specific search queries. The data you obtain from PPC will also provide valuable insights that will help drive other key business decisions.



How does PPC work?

PPC stands for pay-per-click marketing, which means that an advertiser pays each time their ad is clicked on. Stated another way, PPC is a pay-to-play bidding platform that rewards companies who are willing to pay more and/or dedicate more time on their campaigns with better ad placement and performance.



What is the difference between ad impressions and ad clicks?

When an ad is viewed by a person who uses a search engine to type a search query, it is called an impression. Impressions are free, but in order to get them, you must have highly relevant ad experiences with a competitive bid for that search query. To take it a step further from impression to click, you must have an ad that separates you from your competitors with relevant messaging, and all the latest features and add-ons that help increase your ad’s real estate.



How is my cost for advertising determined?

What you pay is determined by a number of factors, including:

  • What your competitors are willing to pay
  • How well your ad is written
  • How relevant your ad is
  • How well your landing page performs and how successful your ad is



Where will my PPC ads appear?

Your PPC ad can appear on multiple platforms. These include the following options:

  • Google Search Network – Your ad can show next to organic search results when someone searches with terms related to one of your keywords.
  • Google Display Network – Your ad can be placed as a display ads on a huge network of sites across the internet.
  • Google Partner Network – Examples include AOL, Amazon, NYTimes, WashingtonPost.com



Why aren’t my ads on the top of the page?

Your ad rank may be lower than a competitor’s. The 2 main drivers of ad rank are your keyword bid (Max CPC) and Quality Score. One fix for this issue is increasing your keyword bids until your ad shows on the top of the page. If your quality scores are low, improving click-through-rate via ad copy testing is the most effective method for resolution.