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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PPC in Liverpool can be a wise investment if handled by the right team

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

By using structured Google shopping campaigns, Liverpool e-commerce businesses are able to drive engaged users to make online purchases as it makes it easier for your products to be discovered. By using a product data feed, Google shopping displays features such as product images and prices in a prominent spot at the top of search results, known as the product carousel.

Within these campaigns, businesses can use custom labels to distinguish the different prices of items and their margins. Larger e-commerce businesses can run multiple shopping campaigns, but this must be prioritised in order for Google to distinguish which products should take priority in an auction when the query applies to multiple campaigns you run.

When managing multiple shopping campaigns, it is vital to structure and prioritise your campaigns in terms of performance, profit margin and price point.

At Embryo, we use a data feed management system to optimise your products for maximum success, which can also reduce click costs by 20%. We also have hands-on industry experience managing shopping feed spend in excess of £500,000 per month, meaning you can relax that your digital strategy is in safe hands.

YouTube Adverts

YouTube ads are vital for luxury brands. Whilst they don’t always directly drive sales, they improve performance by:

  • Increasing brand searches.
  • Building a cost-effective ‘top’ of your marketing funnel.
  • Producing remarketing lists at low costs.

Embryo’s extensive PPC experience has seen an increase of 120% in brand traffic from optimised YouTube ads. 

our team constantly optimise your PPC campaigns

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.

we'll create highly targeted PPC ads in Liverpool and the north-west

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?

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.

Why Embryo Should Manage Your PPC Campaigns

Embryo is a full-service agency that delivers award-winning PPC. Liverpool is just one area that Embryo works in. Our team has a wealth of experience and a proven track record of producing and managing high-performance PPC campaigns for a variety of businesses. This means that, whatever your goals are, we can create the right strategies and campaigns to make it easier for your business to achieve them. Not only that, but we’re a certified Google Partner, which means our expertise is Google certified, so you can trust we know what we’re doing. 

By following an extremely granular approach, we launch cost-efficient campaigns that your business needs. Our experts will work closely with your internal team to ensure we understand your goals and key performance indicators (KPIs)

We then do thorough research using multiple tools such as SEMrush, Spyfu, Keyword Planner in order to find the best keywords within your budget. Next, we structure hundreds of ad groups in order to maximise their relevancy and build detailed campaign structures to maximise their quality score. All of our ad copy is created bespoke to your business, ensuring the right tone of voice, industry information and targeting are achieved. 

Getting all of those factors correct will make the difference between you wasting your budget and highly effective campaigns that deliver quality leads and conversions for maximum return, allowing you to relax, knowing that your PPC management is in safe hands. 


What budget will I need?

The budget of your campaign depends on your digital strategy and what you’re trying to achieve. How competitive your industry and the keywords you are trying to target can also have an impact on what you will need to spend. Our dedicated PPC team can work closely with your business to identify what budget allocation will work best for you. They will regularly review and make suggestions for any budget adjustments to your bespoke campaigns. 

Does Embryo charge for PPC strategies?

Generally, our strategies start at £1500 P/M then 10% of spend above £15,000 though we can create bespoke strategies for our clients.

Should I run Microsoft ads?

Microsoft Ads (formally Bing Ads) are a great way to expand your paid presence in order to generate more results whilst still maintaining relevance and quality to a cheaper, yet more relevant, audience. The benefits of Microsoft Ads include:

  • They boast an older demographic, which performs better for B2C lead generation campaigns.
  • They drive more traffic to your website for on average 46% less than Google Ads.
  • They target the 12% of Microsoft users that would be unavailable on the Google Search Network.

When it comes to PPC campaigns, what is a quality score?

A quality score is determined by search engines, such as Google, and determines the quality and relevance of your adverts, landing pages and targeted keywords. The quality score has an influence on your ad ranking, cost per click and other PPC campaign metrics.

Why should I analyse my quality score?

A quality score is extremely important to a PPC campaign. This is because search engines, such as Google and Bing, want to give their users the best experience by displaying quality results. So if your competitors have higher quality scores than your own website for the keywords and search terms in your industry, you might have to make higher bids in order to compete. 

What does ROAS mean?

ROAS stands for Return on Ad Spend and measures the amount of revenue that is generated from every pound spent on advertising. In digital advertising, ROAS is a form of Return on Investment (ROI). Want to understand more marketing terminology? Take a look at our glossary on marketing jargon.

What does CTR mean?

CTR stands for Click-Through Rate and it represents the percentage of users who see your ad (an impression) and then click on it. It’s calculated by taking the total number of clicks, dividing that number by the total number of impressions, and multiplying that number by 100. 

What metrics should we be tracking?

There’s a wide range of metrics that you can track to measure the success of your campaigns, and they ultimately depend on your goals. Some key performance indicators we think you should include in regular reports are:

  • Search conversion rate
  • Impressions
  • Click-through rate (CTR)
  • Clicks
  • Average cost per click
  • Lead volume
  • Cost per lead
  • Breakdown of spend
  • Return on ad spend (ROAS)

Tools like Google Analytics and Adwords can help you monitor your campaigns and the results you are achieving. 

How many keywords should an ad group contain?

On average, 5-10 keywords form a solid basis of an ad group. Their inclusion will increase the relevancy of your campaign and, therefore, your quality score. However, some keywords might need their own individual ad group. Remember, there’s no such thing as an overly organised ad account. 

Why do you capitalise the first letter of each word of ad copy?

This is one of our content strategies as it can drastically improve the click-through rate (CTR) of your ads. This is because the capital letters are more eye-catching and reader-friendly for all types of users. Be careful though, as using fully capitalised words, such as FREE, can lead to Google disapproving an ad.

Will my PPC campaigns always run?

PPC campaigns can be scheduled to run at certain times in the day and night. Investing your budget into key conversion windows will mean that your ads are only shown at times when their conversion rate is likely to be high, reducing the cost of sale and increasing revenue cohesively. A key part of PPC strategy, then, is determining which conversion windows work best in your industry to capture your target audience.

What is UTM tracking?

Urchin tracking module (UTM) parameters can help track your campaigns, ad group and the specific keywords that generate your leads. This enables you to see which keywords are driving higher quality leads or which leads are resulting in more frequent sales. This data can then be used to actively scale the account faster and more effectively.

What are dynamic search ads?

Dynamic search ads (DSAs) work by crawling your website, analysing the content on the pages, and identifying low-cost keywords that research tools sometimes don’t pick up. They can grow the visibility of your business and drive very low cost-per-click rates.

What are location opportunities?

We will strategise your target location (this could be your office or store) and build several ‘bubbles’ around this area. This enables us to create campaigns that prioritise local searchers, using your budget in an efficient way. This negates searchers from outside of these areas, which would lead to unnecessary spending. This strategy can then be scaled accordingly as your business grows.

What is competitor gap analysis?

Competitor gap analysis is a process of identifying valuable keywords that your competitors rank for, which you currently don’t. Gap analysis will help create the action plan with improvements to help give you the edge over your competitors.

The benefits of compiling this report include: 

  • Identifying keyword opportunities not picked up by Google Keyword Planner and other keyword research tools. 
  • Finding the weaknesses of your competitors to ensure you stand out.
  • Defining what differentiates your business from other competitors and double down on what is currently helping you win clients.

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