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 position. The search engine then displays a selection of paid ads at the top of the search engine results page, succeeded 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 different keyword strategies and targeted copy. It’s hard to grasp, and good PPC rely 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 as it is and you probably find yourself spread between several tasks at any one time. A successful PPC campaign requires constant optimization to maximize ROI – terms that perform poorly need to be eliminated and finding one or two new key terms 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. Professionals know just how to tap into their 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.
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.