Why PPC Matters

Thanks to their high visibility, pay-per-click (PPC) ads are effective at driving web traffic, converting visitors to customers and achieving other important sales goals.

PPC campaigns offer maximum return on investment when they are guided by a clear strategy. Elements of an effective campaign include:

  • Deliberate keywords.
  • Engaging copy.
  • Calculated bidding.
  • Optimised landing pages.
  • Performance analytics.

Brafton’s dedicated PPC strategists can support your ad campaigns with shared expertise and responsive action. Acting as an extension of your digital marketing team, our expert strategists learn about your organisation and its mission to maximise your results.

What is PPC Advertising?

PPC advertising is a digital advertising model in which advertisers only pay when someone clicks on their ads. It is most commonly associated with paid search advertising, but is also used on social platforms such as Twitter, Linkedin and Facebook.

PPC ads typically live on a single platform, but remarketing tools make it possible to retarget consumers across platforms. In addition, paid ads aren’t limited to text. Display ads feature product images, videos, user ratings and similar elements.

How It Works

Digital ad networks extend to millions of websites and apps. To find the right customers and spread brand awareness across the web, Brafton’s PPC experts use keywords and relevant landing pages to target your ads.

PPC advertising platforms like Google Ads (formerly Google Adwords) and Facebook Ads provide tools for advertisers to assign goals and the scope of their campaigns. A bike shop in Bristol might limit the scope of its ads to local web users, while an e-commerce company would create multiple campaigns for various countries.

Once you create your ad campaign, it’s up to the platform you’re using to determine when your ads are shown to users. PPC platforms use complex criteria to determine which ads are featured for a given search engine results page (SERP) or on a user’s social feed. These criteria include:

  • Maximum bid – the most you’re willing to pay for a click.
  • Keyword, ad copy and landing page relevance to the search query.
  • Landing page experience.
    Quality Score – a metric Google calculates based on historical ad performance, click-through rate and a variety of other factors.

Striking the right balance between each of these components is critical for a successful click campaign. When you work with a PPC agency, your dedicated strategist will advise you on the keywords you target, the ad copy you write and the landing page users see after clicking on the ad. A knowledgeable PPC specialist can also advise you on how to properly use your ad spend to get the best ROI from your PPC budget.

The price paid for each click is determined by an algorithm which considers multiple factors in a fraction of a second to determine cost per click (CPC). Bidding algorithms assess factors like:

The performance of past ad campaigns.

Keyword relevancy

Click-through rate.

Ad networks use various quality signals – some known, some unpublished – to set CPC and ad ranking. Ads with higher rankings are given a more favourable position on the page. The higher the perceived quality of an ad, the lower its CPC.

In other words, a PPC campaign that pays close attention to the important factors that help your paid ads rank well also helps you stretch your PPC budget further. Paid advertising is a complex digital marketing strategy, and must be approached with expertise and thoughtful planning.

Brafton’s PPC managers have experience creating, implementing and managing PPC advertising campaigns for clients across many industries, including technology and software, health care, manufacturing, consumer goods, professional services, food and beverage, transportation, energy and gas, and more. They have a nuanced understanding of tailoring ads to brands’ specific target audiences and crafting click campaigns to support commercial and marketing goals.

PPC is not a stand-alone tactic; instead, it’s a strong complement to a comprehensive digital marketing strategy. The PPC team at Brafton works closely with content marketing specialists, social media experts, writers, designers and videographers, all of whom help to take your digital marketing and advertising campaigns to new levels.

Why is PPC Management Important?

Ad quality matters. Advertisers that follow community guidelines and best practices are able to rank higher and gain better placement on web pages. This is critical, because dropping from position one to three in a popular search engine like Google or Bing can decrease your click-through rate by as much as 50%.

Working with a PPC management agency provides you with support to tailor your campaigns for optimal results. A dedicated Brafton strategist can help you:

Research keywords:

A good target keyword is applicable to your brand, has a high search volume and low competition. We take keyword research seriously, ensuring that you’re targeting the terms that will drive the targeted traffic you need.

Conduct split tests:

Use site traffic and visitor behaviour to optimise your sales funnel. A/B test your landing pages to find what your audience responds to best.

Select channels:

Meet your potential customers where they spend their time online. Choosing the right mix of ad networks, from paid search on Google or Bing to social advertising on LinkedIn, Facebook or Twitter, contributes to the success of your campaign.

Optimise bidding:

Your dedicated PPC specialist will help you place competitive bids while keeping an eye on what your competitors are doing.

Create copy:

Clean copy is paramount in advertising of all forms. Our PPC team, in collaboration with our editorial experts, can write short copy that inspires action and engagement.

Analyse campaign performance:

PPC management requires careful review of campaign metrics to see what’s working and what isn’t. Custom reports detailing key metrics help to continuously improve your PPC strategy.

Taking a data-driven approach, our PPC managers can responsively pivot ad spend across platforms to maximise your results. Monthly PPC audits ensure you’re acting on the most relevant data.

As your organisation’s goals evolve, your strategist will align your advertising campaigns accordingly. For example, as your content marketing strategy increases unpaid organic traffic to your landing pages, your strategist might suggest shifting your spend to focus on a specific product or promotion.

What PPC Management Services
Does Brafton Offer?

Our PPC management services increase your ability to achieve your business goals. Let Brafton’s committed strategists help you oversee all the moving parts so you can focus on growing your business.

Paid Text Ads

One of the most common paid ad formats, optimised text listings in search results help customers find information relevant to their needs, whether they’re ready to make a purchase or still need to learn more.

Brafton’s expert strategists can help you write creative, engaging headlines and description text as well as identify which ad extensions are right for each campaign. Using keyword phrases and SEO best practices, your dedicated PPC account manager will ensure that your paid campaigns leverage strategies informed by years of experience.

Your strategist will help you to create successful advertising campaigns by:

  • Crafting appeals that resonate with your target audience.
  • Empowering customers to take action through persuasive writing.
  • Including valuable keywords in a way that doesn’t look forced.
  • Ensuring your ad copy aligns with your product landing pages.
  • Optimising your ads for mobile devices.

Display Ads

Display ads help you attract customers and promote your business to people watching YouTube videos, checking Gmail or visiting websites connected to the Google Display Network, which reaches 90% of all internet users.

Using vivid imagery and optimised text, your ads can take the form of banners, sidebar ads, half- and full-page advertisements and many other sizes. You can even use animated GIFs to make your ads stand out.

Our PPC managers can build ads with Google’s accelerated mobile pages platform, which reduces file sizes for faster loading. That means higher viewability and higher click-through rates, which improves ad performance.

Retargeting

It can take seven or more touches to generate a viable sales lead. Remarketing helps your brand connect with new and returning customers through repeated interactions with your messaging.

Retargeting, one component of remarketing, is the use of cookies, third-party user data and target audience profiles to show display ads to people who have visited your site in the past, or who exhibit similar traits and behaviours as your customers.

Retargeting networks convert customers wherever they happen to be on the web. This strategy can help you find potential customers who have never visited your site by using look-alike audiences that demonstrate online behaviour similar to your target customers. If a customer finds your business through Bing search one day, retargeting might show them a Linkedin Ad the next day, for example.

Brafton’s PPC consultants support your retargeting efforts on platforms like AdRoll. As your customers browse the web, they’ll encounter your brand via unobtrusive ads, reminding them of your value proposition.

shopping campaigns

Shopping Campaigns

Sometimes, waiting until someone lands on your product page before you make your sales pitch is too little, too late. Today’s shoppers move between platforms seamlessly. Their shopping experience can begin at any time of day, on any platform. Shopping campaigns help you appeal to your customers across platforms and devices. In this case, PPC marketing is like putting your storefront right on the SERP.

Brafton’s e-commerce PPC consultants create campaigns using product images, star ratings and similar ad extensions to encourage user engagement and increase your conversion rate. For example, an e-commerce company hoping to raise brand awareness might run a PPC campaign to show off its new line of products.

When your customers search for a product they’re ready to buy, Brafton’s strategic shopping campaigns help to ensure your offerings are front and centre. Your strategist can work with Google and Amazon ad networks to get your products in front of millions of potential customers.

Syndication

Augment your digital marketing strategy with syndication networks. By extending your content to third-party sites and advertising platforms, your messaging can reach potential customers on millions of websites and increase the value of your investment in paid search ads.

Content syndication drives traffic to your site by giving readers a taste of the information you provide. This way, you can take advantage of third-party site traffic to expand your reach and visibility.

Brafton’s PPC consultants work with Taboola, Outbrain and similar networks to help your content reach a broader audience of potential customers.

syndication
Create my strategy and get pricing:

À la Carte Services

Add these Brafton services to your PPC management to increase your visibility and make continual improvements to your strategy.

Social Media Ad Management

Advertising on social is a crucial strategy for brands today. Approximately 37% of consumers find purchase inspiration through social channels.

Making connections through social media ads increases consumer trust in your brand and helps you build a loyal customer base.

Your social strategists can work across all major platforms, including Facebook, Instagram, Twitter and LinkedIn. They can help you create attractive social display ads that fit naturally into your customers’ social feeds.

Custom Reporting

Marketing analytics drives superior growth, which is likely the reason analytics spending is expected to increase by 200% over three years.

Your dedicated account manager can support your efforts with a deep dive into your strategy, results and tactical next steps. Tailored reporting helps you visualise what’s driving growth so you can maximise results. With access to high-quality data, you can leverage these insights to focus your PPC efforts on channels that are most likely to drive high ROI.

Continuous reporting ensures your growth is sustainable. For instance, conversion tracking can show you which messaging resonates best with your target audience. Actionable insights provided by your strategist can help you plan your campaign with confidence.

Optimise Your PPC Campaigns

Visitors arriving to your site from PPC ads are 50% more likely to make a purchase than organic visitors. If your goal is to increase the conversion rates of your landing pages, expert PPC management can help your organisation choose the best strategies.

To optimise your results, you need to have the resources to adjust and manage your campaigns responsively. With actionable data, your PPC manager can help you determine which social platforms and search engines are most likely to increase conversions and engage your audience.

Brafton’s dedicated PPC managers support your digital advertising efforts with their expertise and years of experience. Get in touch with Brafton’s Promotions & Engagement Team to learn more about our PPC management services.

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