Paid search is commonly used interchangeably with the term PPC (Pay-Per-Click) advertising, which is simply a way to get your product or service within the sponsored listings of a search engine or partner site. You pay the search engine every time your ad is clicked (hence PPC) and you’ll pay more to appear at the top of the rankings. So the higher you appear, and the more clicks you get, the more money you’ll have to pay.
Why would you need it?
If you have a product or service that someone’s looking for, you need to promote it. But how do people find it online? When you consider that most people don’t go beyond the first few results – and they are even less likely to click through to the second pages – your PPC ads need to work effectively as it’s a quick and effective way to boost awareness and drive traffic to your site.
PPC is a great choice for time-limited campaigns or seasonal promotions, or where you need a high degree of flexibility to change the appearance of copy in Search Engine Result Pages (SERPs) with no lag time. It also offers an excellent opportunity to add on lots of details to the standard headline and description units, such as location, additional sitelinks, promotional details and more – meaning we can tailor your campaign to target the right people.
Our key Paid Search and PPC services:
PPC Keyword Research
When you need results instantly – there’s no gestation or lag time with PPC, so provided you’re able to bid competitively in the marketplace, your ads can show almost immediately. We can look after this whole process from start to finish, as well as taking into consideration a range of demographic, seasonal and geo-targeting metrics – for instance if your target keyword(s) are likely to have a different meaning to young men than they do to older women – our paid search expertise allows you the scope to only have ad results shown to the former demographic.
PPC Bid Management
This is especially important if you operate in a vertical where e-commerce is common, this varies by industry vertical or niche, but our research indicates an increasing percentage of organic clicks being swallowed by paid advertising, as Google gives over more of the first page of SERPs to paid results. We know it’s more important than ever to ensure you’re bidding on the right keywords – all within agreed budgets and KPIs.
As the rules of how many headlines, characters and ad components are constantly being changed by search engines to give users a richer experience from ad units, it can be hard for advertisers to keep up with what the creative possibilities are to deliver a message via PPC. That's why our copywriters are trained at delivering benefits-focused messages across all ad formats in search ad campaigns.
PPC Shopping Campaigns
Google and Microsoft shopping campaigns also fall under the remit of PPC advertising, but rely on much more technical know-how and set-up of product feed data rather than strictly keyword-based targeting. Our PPC team have the knowledge to structure shopping campaigns according to best practices, and we can also help you create and optimise your product feed to match your products to high volume search terms.
PPC and SEO Integration and Synergy Analysis
In order to maximise your digital marketing reach it is recommended to have an integrated PPC and SEO approach. This ensures that for search terms unachievable from organic reach (due to high competition and keyword difficulty) that you can still target them through a paid strategy. And by working closely together, we make sure that effort isn’t duplicated.
Native Conversion Tracking & Integration with Google Analytics
Our PPC team are all experienced in creating and importing goals from Google Analytics into PPC platforms for campaign management and reporting. We can also offer support in setting up native tracking across Microsoft Ads and Google Ads where this is a more appropriate option than using goals from Google Analytics. We have also helped multiple clients integrate tracking solutions from Google Ads and Google Analytics with CRM systems such as Salesforce.