PPC Search Experts Driving Results in Liverpool
We often get asked, “What Is PPC and How Does It Work?” The answer, in short, is that Pay-Per-Click (PPC) is a form of online paid media that allows businesses to promote their products and services through ads. These PPC ads are designed to target internet users when they enter relevant questions or phrases into search engines, such as Google, Yahoo and Bing. Quite simply, pay-per-click is like a marketing auction, where businesses are billed each time someone clicks on the advert.
As the adverts are shown as search results, Liverpool PPC campaigns focus on bidding on relevant keyword phrases. The search engines choose which adverts to show based on factors such as the relevance, keyword bid, landing page value and advert’s position. These PPC ads are displayed above organic results (these are the non-paid-for listings), and businesses are then charged, as stated, every time the ad is clicked.
Google Ads, Amazon and Microsoft are just some of the most popular advertising platforms for PPC campaigns.
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Why Should I Invest in PPC?
PPC is an advertising model that businesses can use to drive traffic to their website in order to generate leads or sales. They are especially useful for highly competitive industries as the results often show at the top of search engine results pages above the organic listings.
This is why a strategic and detailed PPC campaign for your Liverpool business can be a faster channel of success for your business to invest in compared to Search Engine Optimisation (SEO). However, it is important to remember that a balanced strategy that encompasses multi-marketing channels is more likely to help you achieve your objectives.
It’s not just about the ads that appear in searches, it’s what happens next. If you have a weak landing page that has poor design and functionality, then it’s likely your adverts will convert. A full-service agency like Embryo can pair its PPC expertise with that of content and SEO to ensure your quality scores are high, and your design and ads are engaging. This way, your campaign spend will remain in control and your campaigns will deliver the results you want to see.
If that isn’t enough to convince you, here are some facts that prove why PPC is an important channel in an effective marketing strategy:
- The UK digital ad spend grew by 16.8% in 2021.
- Brands can increase their awareness by 80% through search ads, and display ads can increase website traffic by 300%.
- 68% of online experiences start with a user using a search engine.
- In 2020, £905,190,000 was spent on Google advertising, which is Google’s largest revenue source.
PPC and E-Commerce
How to Optimise Your Campaigns to Drive Results
In order for your Liverpool PPC campaign to be successful, they need to be closely monitored to ensure they are optimised at all opportunities. Our team carefully tracks campaigns for clients, identifying keywords and terms that are not performing to ensure they are eliminated and marketing spend isn’t being wasted. Alongside this, they will also integrate new keywords and terms that could increase relevant traffic on advertising campaigns.
Creative copy is an important part of PPC as not only does your campaign need to be eye-catching to get users to click your ads, but the information on your landing page needs to be compelling to get this new influx of traffic to convert. If either of the two doesn’t match up and support one another, then your campaign won’t be a success.
Split testing ads is another way that our team optimises campaigns. This way, we can check which headline, descriptive text or call to action (CTA) is more likely to lead to the all-important conversion. We may also recommend some changes to your website, including its copy, images, and navigation, to ensure it is supporting our campaigns and prepared for an increase in leads and able to convert. Utilising campaign experiments allows us to run multiple bid strategies for the same campaign, and, at the same time, to accurately distinguish the best results with seamless, continuous A/B testing.
Award-Winning Landing Pages
Being a full-service agency, our in-house team is able to design and build bespoke and high-converting landing pages that will be a major driving force in ensuring consistent conversions. An effective PPC landing page should include the following features:
- An above-the-fold enquiry button or call to action (CTA).
- Quick and easy-to-read information that highlights your unique selling points (USPs).
- Awards or reviews to show that your brand is established and can be trusted.
To grow and test conversion rates, we recommend creating a new landing page that can be split test with the original to compare the stats. This is tried and tested so we know it works.
Highly Targeted Advertising
Our expert PPC knowledge enables us to create high-performance marketing campaigns that target new audiences for your business. As PPC involves search campaigns, these new audiences are easier to attract as they are users who are looking for similar businesses and services to yours.
The point of paid media advertising is to reach a large number of people in your target audience in the most cost-effective way. We use campaign management tools like Google AdWords to analyse wider audience pools to refine your target audience in order to focus on the people who are most likely to convert.
Our PPC team can also use remarketing campaigns to target users who have previously interacted or shown an interest in your business but didn’t initially convert. Retargeting campaigns are a common advertising strategy as they are highly effective.
How Do You Measure the Success of PPC?
A successful PPC campaign is one that meets your business objectives, whether that is high-quality lead generation or online sales, all for a low cost per acquisition.
Using comprehensive tracking, we ensure each conversion metric is accurately recorded. Our team will deliver a bespoke monthly report that informs you of the campaign spending, the results each campaign has delivered, and which shows you your return on investment.