Pay Per Click Management Services
A PPC service to help drive targeted traffic to your website
Set up and manage an optimised PPC strategy. Using a range of SEA (Search Engine Advertising) platforms, we can help you create a strategy, then execute it (or leave you execute it yourself) to driving high-quality traffic to your core pages.
Choose your PPC management Platform
You need to be strategic about your PPC strategy. First you need to understand your target demographic. Then you need to know where your audience will be. This is key! Then, you’ll need to understand what frame of mind the audience will be in, whilst they’re on each platform. It’s important to understand what your audience wants and when.
Below are the four main PPC Platforms we encourage our clients to consider. However, you’ll need to make sure the platform aligns with your overall marketing strategy.
Google Ads
Google Ads is the most popular PPC platform and arguably the original. While it’s undoubtedly a highly valuable platform, it might not be your best fit.
Bing/Microsoft Ads
Microsoft Ads is quickly increasing in popularity, especially with B2B service providers. It works in a similar fashion to Google Ads.
LinkedIn Ads
LinkedIn is a form of social media PPC marketing, which is more geared towards B2B companies. In order to run advertising on LinkedIn, you’ll need to have a LinkedIn Company Page.
Facebook Ads
Facebook is a great B2C Social Media PPC marketing platform, which is coupled with Instagram – allowing your ads to be promoted on both Social Media platforms.
What are you PPC Goals?
It might surprise you to hear that sales might not be your only PPC goal. Although it is the most common desire for businesses looking for a PPC Agency, your advertising budget might be better spent pursuing another marketing goal.
Here are the three primary PPC goals for businesses
Lead Generation
This is the main PPC goal for companies. You want leads and you want the fast. PPC can definitely deliver on this, when done correctly. You target audiences and keywords that will drive likely-to-convert traffic to your web pages.
Brand Awareness
This is another popular PPC goal. You want to increase the profile of your business within the market place and a well thought-out PPC campaign will help you do this.
Topic Authority
This is the less common but by no means the least important PPC goal. If you want to solidify your authority on a specific topic, for example an emerging technology in your industry, you could use PPC to ensure you’re the first resource people come across.
The key to a successful and sustainable PPC strategy
Firstly, you need to consider how you’re going to set up good PPC campaigns. This means understanding which PPC platforms you’re going to utilise, which campaign types you’re going to use and how you’re going to structure them.
Your target demographic and your PPC goals will shape which PPC platforms you should use. You’ll also need to consider the state-of-mind of your audience when they’re on your platforms. Paid Social Media Advertising (SMA) often targets an audience that is not engaged with your solutions. Search Engine Advertising, however, can often target your audience when they’re actively in the buying cycle – but this requires strategic planning.
You’ll also need to consider different campaign types. Will you bid for reach, or for conversions? Will you run a retargeting ad and target visitors to your site who didn’t convert, or will you run a brand awareness campaign. You will need to consider a lot of things and how they will help you achieve your strategic PPC goals.
As with any marketing activity, it’s important to ensure you’re tracking your KPIs and reporting on their performance. Most PPC platforms will provide native reporting but you need to ensure you’ve set up reports and dashboards that will enable you to see a snapshot performance of your campaigns.
Almost all PPC campaigns will, or at least should, direct traffic either to your website or to a 3rd party website. As such, you’ll need to install tracking code into the website. We would recommend using Google Tag Manager (GTM) for website tracking needs. GTM provides one single source for all your tracking code and more.
TOP TIP: when you’re reporting, or if you have someone else reporting for you, ensure you’re always reporting on the same metrics. You need to compare apples with apples, otherwise you’ll never know how success, or poor, your campaigns are performing.
You need to make numerous small measured adjustments to your PPC campaigns to understand what really works for your business and your audience. Run a test to identify a new hypothesis, then run another test to confirm it. This will ensure your ad performance will constantly improve. And if it doesn’t, you’ll know what went wrong and how to improve it for next time – or at least what test to run next.
Here are some tests you should consider:
- What media you’re using in your ads (is it just text, images or video).
- The language you use in your ad copy
- Would you yield better results with geo-targeting
- The wording you use in your Call to Action (CTA)
- What brand logo are you using
- Can you produce better results
These are just a few of the areas you can experiment with. And we’ve not even touched on your Landing Page. There are literally countless variations you can test on your landing page – see our Conversion Rate Optimisation page for more information – which is as important, if not more so, as your adverts themselves.
Remember: Don’t rest on your laurels. There are always improvements to be made with your PPC campaign so you shouldn’t get complacent. You should run new experiments and constantly identify new areas to improve your ads performance.
Plus, you have competition! If you get too relaxed with your PPC, your competition will improve their PPC Strategy and overtake you. This will result in a higher CPA and a lower conversion rate. In other words, you’ll be paying more for a lesser result.
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BE BRAVE - Start you PPC Journey with Transparent Marketing
Be brave and take that first step. We’ll meet up for an initial chat to discuss your digital ambition and identify how we can work together to achieve it.