Pay-Per-Click (PPC)

Taking the headache out of your paid advertising campaigns

What is PPC?

And why you should care about it

Pay-Per-Click (PPC) advertising is the ‘pay-to-win’ method of getting customers to your business. With PPC, we’re talking about spending money in exchange for traffic. Search Engine Optimisation and organic traffic have no place here.

Google and Facebook are the two biggest advertising platforms in the world, and businesses spend big money (millions of pounds) advertising on these platforms in an attempt to get more revenue.

But why are these platforms so successful?

Google and Facebook have done incredibly well because they’ve created tools which allow digital advertisers to send messages to the audiences they feel are more likely to convert into customers. This direct channel of communication coupled with advertising messages which resonate with a target audience is so powerful and can be incredibly profitable for all sizes of businesses.

What’s the best thing about PPC? It’s entirely scalable for your business and budget.

Google Vs Facebook Vs other advertising platforms

‘Which advertising platform is the best to advertise on?’ is a question we get asked quite a lot from business owners, and we feel the decision is 100% dependent on where your customers are most likely to be.

Some of our clients have seen significant success on Google Ads but not on Facebook, while others have seen positive results from using multiple platforms simultaneously.

Once you start working we us, we’ll do our due diligence to understand where best to spend your advertising budget. For clients with a slightly larger advertising budget, we’ll often split the spend across Google and Facebook and adjust the percentages based on the results we produce.

One advantage of testing across different platforms is it allows us to play with the budget ratio. If one platform isn’t working well, we’ll move that spend into the platform which is performing better.

What we specialise in

We’ve had success running campaigns across a number of different digital advertising platforms for many kinds of industries. We prefer working with clients which can have obvious goals attached to the paid advertising work we do. Without trackable goals, it’s impossible to measure how effective our campaigns will be.

For this reason, the majority of the campaigns we run are for businesses which require lead generation or eCommerce.

NOTE: By lead generation, we mean when someone completes a contact form, phones your store, starts a message with you on Facebook/Instagram or books a reservation via your booking software.

Our preferred advertising platforms are Google Ads, Facebook and Bing. However, we also have had success running campaigns using native advertising platforms such as Taboola, Outbrain and NativeAds.

The general PPC process

When you work with us, this our PPC process.

Successful PPC campaigns are all about structure, knowing your audience, analysing data and optimising accordingly. We use these criteria as the foundation of any advertising campaign we run regardless of the online platform you want to run your ads on.

Getting to know your business and industry

The first step in any of our advertising campaigns is to get to know you as a business and do our due diligence to understand your industry.

In this phase, we want to understand your business and the unique selling points (USPs), which you consider set you apart from your competitors. We’ll also need to discover who you believe are your main competitors and what you think they are doing well to create success.

We’ll also use this time to analyse your digital footprint and the health of your online presence. By ‘health’ we mean:

  1. Is your website optimised and does it have clear goals
  2. Is there goal tracking correctly set up
  3. Do you have any customer reviews and testimonials?
  4. Are you featuring trust points on your website? (qualifications, press mentions, awards)
  5. Can people find you on Google?
  6. Do you have an active social media presence? (this is vital if you’re looking to do social media advertising)

Competition research (competitor analysis)

Once we’ve understood you, your business and your industry, we’ll go away and conduct competitor research to know where your business sits in relation to those who are competing against you.

In this phase, we’re looking to discover where you fit in relation to your competitors and what we can do differently to ensure potential customers choose you over them.

As a bare minimum, we’ll look at the following factors when looking at competitors:

  1. Looking at what adverts they are running and the messages they are using. We’ll also try and determine which audiences they are trying to advertise to
  2. Understanding their landing pages and the structure they are using
  3. What makes their product/service offering different to yours and why it could be considered more desirable to customers
  4. The ‘health’ of the competitor’s websites

Creating audience profiles

Audience profiling is one of the most important parts of any successful paid advertising campaign. Understanding the different sets of audiences means we’ll be able to create campaigns and advertising messages which are more likely to resonate with the thoughts, feelings and problems the audience may be experiencing. 

Optimising adverts for the type of audience you’re trying to market to is more likely to create success because you are serving them something which they are interested in seeing.

We spend a considerable amount of time building audience profiles as they are an integral part of our campaign structure. We use the following methods in determining your audience pots:

  1. Existing customer data
  2. Data from your website
  3. Data from social media platforms
  4. Information we gather from doing our own qualitative research on your industry
  5. Conversations we have with you and your staff – Who do you feel are your customers?

Creating the campaigns

There are a number of tasks which we undertake when creating a paid advertising campaign, these include:

  • Mapping out the campaign into a multi-stage funnel
  • Creating the adverts for each stage of the funnel
  • Creating the landing pages which complement and resonate with the adverts
  • Building out the campaign into the advertising software
  • Launching the campaign

You’ve probably heard the phrase ‘funnel’ a lot around the internet. It’s a buzz word which describes how marketers nurture potential customers into paying clients.

We structure campaigns into multi-stage funnels because it allows us to craft the most appropriate style of advertising messages and landing pages depending on how where the customer is within the funnel. Funnels are also particularly important when launching remarketing campaigns. 

For instance, someone searching for ‘book emergency dentist’ is far further down the funnel than someone searching for ‘do I need an emergency dentist’. Both search terms are of interest to a dentistry looking for more appointments, but the ‘book emergency dentist’ search is far more likely to convert than someone using research phrases like ‘do I need an emergency dentist’. 

Testing and improving

Let us be blunt, any marketer who doesn’t test isn’t worth a grain of salt. Continual testing is fundamental in creating a profitable campaign as it is the building blocks by which we can improve.

When running a campaign, we’ll follow a testing programme which looks at small iterative improvements. We also run more extensive experiments which take a small portion of the budget. These experiments look at more drastic changes to see if they can reap better results than the original campaigns.

Our test covers all aspects of a campaign including the adverts, landing page, audiences and campaign structure.

We never stop testing. Test, learn, improve, repeat.

Reporting the results

As part of any campaign, we’ll create several reports which are designed to be easy to understand. We don’t believe in bogging you down with useless stats and jargon which means nothing to you. We concentrate our reporting on answering the following question:

‘Is the campaign giving me a positive return on my advertising spend’.

We work in a transparent approach where we’ll always update you on how a campaign is performing and what we believe needs to be done to improve it. We’ll break down our thoughts so you can easily understand what we’re doing and trying to achieve. If you want to know the finer details of how a campaign is performing, no problem, we’ll sit down and explain every element.

We’ll work with you to create a report you’re happy with.

Let’s work together

We’re ready to work together and improve your PPC performance

Frequently asked questions

Google Ads has a suite of campaign types which each have their own set of unique advantages.

We’ve chosen to focus on the following categories because this is where we’ve developed the most success and experience:

  1. Google search text ads (for all devices)
  2. Display advertising on the Google Display Network
  3. Remarketing via YouTube

When running a Google Ads campaign, we will usually focus on building a search network campaign focused on driving high-quality traffic which is complemented by a comprehensive display and YouTube remarketing campaign.

While we do have experience managing Google Shopping campaigns, it isn’t something which we consider ourselves experts in. If you’re interested in running a Google Shopping campaign, we would be happy to refer you to a specialist. 

Yes. While Google and Facebook may be different platforms, they share very similar qualities and campaign building processes. Also, if you’re running ads on both platforms, they compliment each other very nicely through remarketing.

Facebook as an advertising platform is one which is hard to ignore and an area which we have been spending a considerable amount of time optimising strategies for.

We have experience running many different objective types, but we always structure a campaign with the goal of creating a positive return on advertising spend (ROAS).

We also have a considerable amount of experience setting up specific goals and tracking signals which give us more data to understand how well a campaign is performing.

The real benefit of running paid advertising, whether through Google Ads, Facebook or a different advertising platform is that you get to see results straight away. There’s no need to wait around for your website to rank organically. Once your PPC campaign has been switched on, it’s usually only a matter of hours before you start seeing traffic coming through.

Over time, we’ll optimise your campaign based on the data which the ad platforms are telling us so we can drive down the amount it costs to get a lead or sale.

Most of our clients start with a budget of between £1000 to £5000 per month and scale from there. We do work with some smaller budgets, but £1000 provides a good testbed to launch a campaign off from.

If a campaign isn’t working, we’ll pull back on the budget. However, what we find in most circumstances is that clients will want to increase the amount they spend because of the results they’re achieving.

From the blog

Thoughts, feelings and ramblings on all things digital marketing.