PPC (Pay Per Click) is an online advertising model allowing advertisers to display ads for their products and services when potential customers type relevant queries into search
engines. Advertisers are only charged when a person clicks on the ad, with the gains of leads and purchases outweighing the costs of the click.
In an industry where every business wants their ads to appear for the same search terms, how do you ensure yours come out on top? You could try bidding the highest amount for that all-important keyword, but if your quality score is low due to irrelevance, poor landing page quality and a terrible CTR (Click Through Rate), then you haven’t got a chance when it comes to outranking your competitors. True PPC management ensures you’re not spending wildly and seeing no ROI, instead aiming for high-level business exposure by integrating SEO, content and targeting tactics.
Let’s hit you with some facts:
So, clearly, you can see the benefits….
But we know that many people find PPC hard to comprehend, and we can’t very well expect you to spend money on a service that you may not understand yourselves. So, how does it work? Well, some lovely potential customer types a query into a search engine such as Google, Bing or Yahoo and the search engine decides which paid ads will be displayed at the top – based on factors such as ad relevance, landing page value, the cost-per-click (CPC) bid on the keywords used and the ad’s position. The search engine then displays a selection of paid ads at the top of the search engine results page, followed by organic results.
Getting those factors right could be the difference between a wasted budget and appearing for the terms and phrases that you want to be associated with – ensuring your products and services get maximum exposure.
At Embryo Digital, we’ve seen the control our powerful PPC campaigns have had, and how dominance can be achieved with the right mix of keywords, ad groups, ads, channels and a great bidding strategy. Our status as a Google certified partner highlights our expertise and capabilities within this field, crafting search ads as click-inducing as our shopping and display ads. With leads and conversions at the heart of everything we do, we make your ad spend go further.
We’ll be your PPC specialists, managing every step of the process from researching and selecting the correct keywords, to setting up landing pages that are optimised for conversions with the right call to actions (CTA’s). Based on your business goals and which networks you’d like your ads to appear on, we’ll firstly conduct keyword, competitor and market research to understand what motivates your audience.
We’ll then use Google Ads Manager to bid on the keywords that will form your promotions, using geo- and device-based targeting to ensure they’re appearing where your audience are. If you opt for display, shopping or remarketing ads, we’ll design eye-catching images that will capture your audience’s attention. We’re also a strong believer in split testing ads to find that winning headline, description text and CTA, boosting website traffic and conversions in the long run. Regular health checks ensure your ads are delivering, and we may suggest altering your website’s text, images, graphics, navigation structure and check out process for greater traffic, leads and conversions.
A successful PPC campaign requires a careful balancing act. Every campaign is different, requiring varied keyword strategies and targeted copy. Good PPC relies on a combination of insight and experience to know which keywords are going to result in a lot of traffic and conversions without quickly depleting the budget.
As a business owner, you’re busy – likely in the middle of 5+ tasks at any one time. A successful PPC campaign requires constant optimisation to maximise results, and therefore, terms that perform poorly need to be eliminated. Integrating new key terms, however, can send your campaign soaring. You’re paying for every click, so you need to keep on top of things and convert as much traffic as you can.
Writing strong copy is a crucial aspect to PPC. We know just how to tap into your audience’s wants and needs in order to get them on the page, before finally converting. You could have the perfect keywords and a brilliant landing page, but if your ads aren’t attracting clicks then your campaign is dead on its feet. With a forward-thinking approach, we’ll breath new life into your PPC campaigns.
With our clear and targeted PPC campaigns, you can tap into an entirely new audience. We’ll help you directly advertise to people who are already looking for a business like yours. This is one of the reasons our PPC campaigns see such great results.
Wherever you’re advertising, you want your ad to reach the people most likely to buy what you’re offering. Using Google AdWords, we’ll analyse the enormous audience Google has and help direct the most likely conversions to your website. Why waste time advertising to the masses, when you can focus on the people already interested in your offer?
We’ll help you secure an audience as niche as you’d like. Through remarketing with PPC, we can even market to customers that showed interest in your service but didn’t convert the first time around. This is a common tactic that often generates excellent results.
We target specific keywords, time frames and customers to create bespoke ads that aim to earn you the best possible outcome.
We are a thriving full-service digital marketing agency based in Manchester, specialising in lead generation, PPC, SEO, social media and web design. We analyse how best to meet your requirements, utilising the fantastic talent within our office to create click-inducing campaigns that causes conversion. Each new project highlights how remarkable our work is, and the extraordinary ways this can benefit your brand. No task is too big. No goal is out of reach. It’s no wonder our clients always want more.
If your previous PPC campaigns have been more miss than hit, or you’d like a consultant to take the reins from now on, let us show you how worthwhile we can be.
Should we bid on competitor’s brand names? Callum: Yes, if you have the budget. This can be a great way to encourage users to engage with your website instead of competitors. Ad content should be snappy and stand out if competitor campaigns are to be successful. You can expect lower quality scores and higher CPC’s, as its not your brand, but it can be a great way to increase awareness.
Sarah: Yes, it’s a good way to get in front of users that are searching for your service who aren’t aware of your company. Although you should focus on ranking for your main keywords first.
What are each of the components of a PPC ad? Sarah: 3 headlines, 2 lines of description (90 characters each), extensions including but not limited to callouts, structured snippets, phone numbers. Your adverts should also include keywords you have used in your campaign which have come from your website. It should run fluidly from site, to keywords, to advert this not only improves your quality score but also helps with user recognition in the search journey.
Callum: The new format, introduced in 2019, added a third headline and second description. This gives the ability for further ad coverage and the ability to introduce more USPs to potential users. The most important components needed to create a successful ad, are to have content that is highly relevant to the keywords searched for, well-written landing page content, engaging headline content, a solid USP, and a good call to action.
In remarketing, would you use a list automatically created by Google Ads? Sarah: Google compiles a range of audience lists, the data in these lists can really boost your remarketing campaign if relevant to your advert. It’s good to use a mix of lists.
What is PPC management? Sarah: PPC management is a very analytical stats driven job. PPC, in its most basic explanation, is an online bid auction to be the highest-ranked for relevant searches. However, a keen eye for changes and opportunities, and fine, detailed testing and optimisation of each element of a PPC campaign is the difference between an account that ‘wins’ or ‘loses’.
SEO vs PPC which is better? Sarah: PPC is a better short term fix, but you shouldn’t only rely on paid advertisements online. If you don’t rank organically for the keywords that people are searching for, then you are missing out on a lot of business. PPC gives you a better chance to be seen in a competitive industry, quickly.
What is quality score in PPC? Sarah: It’s how Google rates both the quality and relevance of your targeted keywords and your adverts. It takes into account the relevance of the keywords the ad group is built around, and then to the ad copy. Also part of the quality score metrics are landing page quality and relevance. Quality Score influences your cost per click and ad rank, among other things.
What according to you is the most important metric to check the performance of a particular campaign? Callum: To be straight forward, conversions are the most important metric. Whether it is leads or transactions, this will quickly allow you to analyse the performance of the individual campaign ad group or keyword. Without conversions, you are not driving ROI and ultimately, have an unsuccessful account.
What are the benefits of remarketing? Callum: One benefit of using remarketing tactics is that it allows you to engage with ‘warm’ traffic to encourage users to revisit the website and (hopefully) convert into customers. With detailed, composed audience lists, you can re-target lists such as people who have abandoned their online shopping ‘basket’, to visitors who completed only part of an enquiry form. Any multi-step purchase or enquiry process will have what we call ‘funnel drop-offs’, where a percentage of users do not go on to complete the next step. Regular visitors that visited but did not interact with any forms or shopping carts can also be targeted.
How many keywords should I have per ad group? Callum: Typically, I would say five-to-ten keywords creates a solid foundation to ensure the most relevancy, which will usually improve account quality score. However, you may have particular keywords that need their own individual ad group. You can never overly structure or organise an account – but you can most definitely do the opposite.
What do you consider when writing an ad? Sarah: You need to consider who your audience is, so the tone of voice you need to use. You also need to consider what’s actually on the site, you should try and go off the copy on the site and use any keywords that are relevant to that ad.
You need to consider Google’s policies as well, for example, not saying something will definitely do something e.g. this shampoo will make your hair thicker and longer. Google would deem this as misleading and so may not run the ad.
What is the difference between automatic and managed placements? Callum: Placements are websites where your ads are shown, on something called the Google Display Network. Managed placements are specific websites you have specified you want to feature on that are relevant to your business. Automatic placements will be placements that Google deems relevant or related to an audience you have attached to your campaign – for example, an in-market or affinity audience.
Does Quality Score matter? Callum: Yes, boosting quality score can allow you to be deemed more relevant, and consequently featured higher in results. Quality score can be a way of improving performance without relying on bid price alone.
What third-party tools do you use for keyword discovery? Sarah: other than Google’s keyword planner, I use Ahrefs.
Callum: I use SEMRush and Optmyzr, the latter of which has a ‘keyword lasso’ tool that discovers converting search queries from your broad/phrase keywords, so that you can add them and individually bid & monitor them.
Does Google display network work? Callum: If you have high-quality, on-point, banner content and media, then running ads in Google’s display network can be successful. It is important that you laser-target your audiences and ensure that expectations are realistic. Display network ads can be great for cost-effective engagement/traffic to your website – if done correctly.
What Is Google Tag Manager? Sarah: Google Tag Manager is a platform where you can manage and create tracking tags on your website, which are integral to measuring the success of your paid search campaigns.
What is click-through rate (CTR), and how is it calculated? Callum: Click-through rate is the percentage of users that saw your ad (an impression) that went on to engage with your ad (a click). This can be calculated by (total clicks / total impressions) * 100.
What is the use of frequency capping? Callum: Frequency capping is a setting used for display/remarketing campaigns to ensure you do not bombard one particular user. When you set a frequency cap, you select a maximum amount of impressions that your advert can show daily. This also lessens the chances of receiving a negative reception. I typically recommend a frequency capping of three impressions per day.
What is PPC marketing? Sarah: PPC marketing is like an auction system for advertising. Pay Per Click is simply paying if someone clicks on your ad, and not paying if they don’t.
How will you improve conversion rates? Callum: Landing page optimisations, such as improving checkout processes, and refining enquiry forms are just two key ways of optimising conversion rate. Also, making sure that keywords/ads are being directed to the most relevant page will improve conversion rate.
How is the Bing Quality Score calculated? Callum: Bing QS is determined over three main factors which are ‘Expected CTR’, ‘keyword/ad relevancy’ and ‘landing page experience’. To ensure the best possible quality score on the Bing paid platform, you should ensure your keywords and ads are highly relevant to the topic, and the landing page includes key, relevant information.
Does Quality Score matter and how do you manage the Google Quality Score? Callum: Yes QS definitely matters. Google wants to give its visitors only the best search experience, and Quality Score helps it to do just that. For example, if your competitors have higher quality scores than your own site for the major search terms of your industry, you may have to bid significantly higher to compete. If you do have a below-average Quality Score, the Quality Score analysis columns in Google Ads will help you to diagnose the reasons. Here are some examples for low scores:
How do you test ad copy? Callum: Google’s responsive search ads allow you to test multiple headlines and descriptions to analyse performance, and you can A/B test text ads to analyse best performers. It’s important to always test new content to improve engagement on paid adverts.