We help your business get more sales through effective PPC advertising, creating ads and ad campaigns focused on delivering your business objectives.

Why use PPC advertising?

You can get a Pay Per Click campaign up and running quickly and see an immediate impact. This contrasts with SEO, for instance, which often takes a lot of time and effort to get results over much longer timescales.

• PPC also allows you to target narrow or wide audiences and, unlike email or organic social media, to target people not yet aware of your brand.
   
• It’s measurable, flexible (easy to scale up or down), and gives a wealth of marketing data that can inform your SEO and content marketing strategies.
   
• It also works well with other channels, particularly SEO.

Our approach to PPC advertising:

Understanding the objectives of a PPC ad – and the motivations of its target audience – are critical to creating successful campaigns. We carry out extensive research and analysis to help identify the keywords that will attract the right audience and generate high-quality clicks.
 

We subscribe to the late advertising great David Ogilvy’s view that ‘What really decides consumers to buy or not to buy is the content of your advertising, not its form.' Combining attention-grabbing headlines and persuasive ad descriptions that incorporate keywords effectively are key elements of a successful ad.
 

Identifying the target market, understanding search intent and the best PPC channels to reach them are crucial to success. Ongoing monitoring, evaluation and data analysis helps refine targeting to ensure ads reach the most relevant audience.

Optimising landing pages is crucial for converting interest into action (turning clicks into conversions). Creating relevant and engaging landing page content, user-friendly layouts, and effective calls-to-action all help to maximise conversion rates.

Download our mini-guide on how to create successful landing pages.
 

We don’t ‘set and forget’! Ongoing monitoring, evaluation and analysis of ad and campaign performance is crucial to continued success and improving Return On Investment.
 

To drive better results over time we recommend testing ad variations and targeting to help improve performance. Doing this can help uncover new opportunities as well as learning that can be fed into existing ads or campaigns to help improve them.

Effective PPC campaigns

When it’s carried out well Pay-Per-Click (PPC) advertising can be one of the most powerful tools in a company’s digital marketing arsenal. However, businesses can often dive into PPC thinking it’s as simple as picking some keywords and setting a budget. In reality, successful PPC management is complex, strategic, and constantly evolving.

Running PPC in-house might seem cost-effective, but the hidden costs of inexperience - wasted ad spend, missed conversions, and lower ROI - can add up fast.

If your PPC campaigns overlook any of the critical elements below, you could be missing out on valuable leads and conversions.

10 Critical elements of PPC advertising

1. Ad copy testing (A/B testing) - helps identify the kind of language, tone, and offers resonate most with your audience.

2. Landing page relevance and optimisation - well designed landing pages improve conversions, reduce bounce rates, and improve ad quality scores.

3. Adding negative keywords - prevents wasting budget on irrelevant traffic.

4. Ad extensions - ad extensions boost your ad visibility, Click Through Rates, and ad quality scores.

5. Audience targeting (beyond keywords) - layering in demographic, interest-based, and behavioural targeting to your campaigns will help improve results.

6. Conversion tracking - conversion tracking is crucial in gaining an understanding of the effectiveness of your PPC efforts.

7. Mobile experience - poor mobile experience = lost leads.

8. Geotargeting - narrower geographical targeting can improve relevancy and budget efficiency.

9. Ad scheduling (dayparting) - where you can focus activity on your best performing parts of the day.

10. Ad quality score management - a higher ad quality score reduces Cost Per Click and improves ad position.

If your PPC advertising campaigns are missing some of these elements, or if you'd just like some help to improve your PPC performance, please get in touch. Our experience and expertise can make all the difference - we can help you:

• Save money
• Increase your Return On Investment 
• Unlock the full potential of your PPC advertising campaigns

PPC advertising results

We work closely with our clients to help them get the most from their budgets and achieve their objectives.

Each client is different but we always focus on improving performance and delivering high quality leads.

PPC advertising case study

As an example, for a B2B client we created new Google Ad campaigns that significantly outperformed previous activity.

For a 30 day comparable period of new activity, versus old activity, the new PPC advertising campaigns delivered:

• 789 clicks versus 507 (55% increase in the number of clicks)
• Cost per Click £1.67 versus £1.17 (29% reduction in cost per click)
• Click Through Rate 5.84% versus 2.82% (107% increase in Click Through Rate)
• All the above delivered for 8.5% less advertising spend

The ongoing campaign continued to deliver significant improvements in performance.

Find out more about the marketing services we offer.