How we approach PPC
For many businesses, PPC can seem overwhelming. This is often due to agencies overcomplicating the process with jargon and unnecessary technical terms. However, we keep things simple and transparent. We clearly outline our objectives, provide a step-by-step strategy for optimising your campaigns, and keep you updated every step of the way.
Our goal is to educate businesses on effective PPC strategies and how you can leverage them to drive better results—without the confusion.For many businesses, PPC can seem overwhelming. This is often due to agencies overcomplicating the process with jargon and unnecessary technical terms. However, we keep things simple and transparent. We clearly outline our objectives, provide a step-by-step strategy for optimising your campaigns, and keep you updated every step of the way.
Our goal is to educate businesses on effective PPC strategies and how you can leverage them to drive better results—without the confusion.
Phase one – Audit & Analysis
We start by conducting a comprehensive audit of your PPC campaigns, analysing key metrics, identifying inefficiencies, and uncovering any critical errors that could be limiting performance. This process helps us understand what’s working, what needs improvement, and where opportunities lie for optimisation.
Phase two – Competitor & Performance Benchmarking
With insights from the audit, we benchmark your PPC performance against industry competitors. We analyse their strategies, ad placements, and keyword targeting to identify gaps and opportunities. Understanding your competition, along with assessing your current campaign performance, allows us to develop a data-driven strategy for improvement.
Phase three – Strategy & Execution
Once we’ve gathered all the necessary insights, we create a tailored PPC strategy that includes refining ad copy, optimising landing pages, adjusting bids, and implementing new audience targeting tactics. By continuously testing and optimising, we ensure your ads reach the right audience, drive more conversions, and maximise your return on investment.
Pay-Per-Click (PPC) Advertising: A Comprehensive Guide
What is PPC?
Pay-Per-Click (PPC) advertising is a digital marketing model where advertisers pay a fee each time their ad is clicked. PPC allows businesses to buy visits to their websites rather than relying solely on organic traffic. The most common PPC platform is Google Ads, but it also includes Microsoft Ads (Bing Ads), Facebook Ads, LinkedIn Ads, Twitter Ads, and more.
PPC campaigns require strategic planning, optimisation, and ongoing management to maximise return on investment (ROI). This guide covers various PPC strategies, including search advertising, display advertising, social media advertising, remarketing, shopping ads, and programmatic advertising.
Types of PPC Advertising and Best Practices
1. Search Advertising (Google Ads & Microsoft Ads)
Search advertising (also called paid search) places ads at the top of search engine results pages (SERPs) when users search for specific keywords.
A. Keyword Research & Targeting
- Use tools like Google Keyword Planner, Ahrefs, and SEMrush to find high-intent keywords.
- Target different match types:
- Broad Match: Reaches a wide audience but may trigger irrelevant searches.
- Phrase Match: Shows ads for searches containing the phrase in any order.
- Exact Match: Targets only the exact keyword and close variations.
- Utilise negative keywords to filter out irrelevant traffic.
B. Ad Copy Optimisation
- Write compelling headlines with keywords and strong value propositions.
- Use ad extensions (site links, callouts, structured snippets, phone numbers).
- Create multiple A/B test variations to identify the best-performing ads.
C. Landing Page Optimisation
- Ensure fast loading times and mobile-friendly design.
- Use clear calls-to-action (CTAs) to drive conversions.
- Match ad messaging with landing page content to improve Quality Score.
D. Bidding Strategies
- Manual CPC: Set bids manually for more control.
- Enhanced CPC: Adjusts bids based on likelihood of conversion.
- Maximise Clicks: Focuses on getting the most clicks within budget.
- Maximise Conversions: Uses AI to get the most conversions for the budget.
- Target ROAS (Return on Ad Spend): Optimises bids to maximise revenue.
2. Display Advertising (Google Display Network & Programmatic Ads)
Display advertising involves visual banner ads on websites, apps, and YouTube videos.
A. Audience Targeting
- Demographic Targeting: Age, gender, income, etc.
- Affinity Audiences: Targets users based on long-term interests.
- In-Market Audiences: Reaches users actively researching products or services.
- Custom Intent Audiences: Targets users based on recent search behavior.
B. Ad Creatives
- Use high-quality images and videos to grab attention.
- Keep text short and persuasive.
- Ensure ads are responsive for different screen sizes.
C. Placement Targeting
- Show ads on specific websites related to the target audience.
- Use contextual targeting (showing ads on pages with relevant keywords).
3. Social Media Advertising (Facebook, Instagram, LinkedIn, Twitter, TikTok, etc.)
Social media PPC enables businesses to reach highly targeted audiences based on demographics, interests, and behavior.
A. Facebook & Instagram Ads
- Uses the Meta Ads Manager for ad placement across Facebook and Instagram.
- Target users based on age, location, interests, and behaviors.
- Use carousel, video, slideshow, and collection ads for engagement.
B. LinkedIn Ads
- Best for B2B marketing and professional targeting.
- Offers Sponsored Content, Message Ads, and Dynamic Ads.
- Allows targeting based on job title, industry, company size, and seniority.
C. Twitter Ads
- Best for brand awareness and trending content.
- Target users based on interests, hashtags, and followers.
D. TikTok & YouTube Ads
- TikTok Ads use short, engaging videos optimised for younger audiences.
- YouTube Ads use skippable/non-skippable video ads, bumper ads, and display ads.
4. Remarketing & Retargeting
Remarketing allows businesses to re-engage users who have previously visited their website but did not convert.
A. Google Ads Remarketing
- Targets users who visited specific pages but didn’t complete an action.
- Uses display ads, video ads, and dynamic remarketing for personalised ads.
B. Social Media Retargeting
- Facebook, Instagram, and LinkedIn allow businesses to retarget visitors based on past interactions.
- Dynamic product ads show users the exact products they viewed.
C. Email Retargeting
- Targets users who opened or clicked on emails but didn’t convert.
- Uses custom audience lists for follow-up campaigns.
5. Shopping Ads (Google Shopping & Amazon Ads)
Shopping ads are ideal for e-commerce businesses looking to showcase products directly in search results.
A. Google Shopping Ads
- Appear at the top of search results with images, prices, and store names.
- Requires a Google Merchant Center account for product feeds.
- Optimised with accurate product descriptions, images, and competitive pricing.
B. Amazon PPC Ads
- Includes Sponsored Products, Sponsored Brands, and Sponsored Display Ads.
- Uses keyword and product targeting to increase visibility in Amazon search results.
6. Programmatic Advertising
Programmatic advertising uses AI and real-time bidding to automate ad buying.
A. Demand-Side Platforms (DSPs)
- Platforms like Google DV360, The Trade Desk, and MediaMath allow advertisers to buy ad space programmatically.
- Enables advanced audience targeting and ad placement across multiple networks.
B. Real-Time Bidding (RTB)
- Uses auctions to determine the best ad placements instantly.
- Improves efficiency and reduces wasted ad spend.
7. PPC for Local Businesses (Google Local Services Ads & Geo-Targeting)
Local PPC helps businesses target customers in a specific area.
A. Google Local Services Ads
- Best for service-based businesses (plumbers, electricians, lawyers).
- Only pay for qualified leads (calls, messages, bookings).
B. Geo-Targeting & Location Extensions
- Show ads only in specific cities, regions, or within a radius of a business.
- Use location extensions to display business addresses in search ads.
8. Conversion Rate Optimisation (CRO) for PPC
Maximising the ROI of PPC campaigns involves optimising conversion rates.
A. A/B Testing
- Test different ad copies, landing pages, CTAs, and creatives.
B. Call-to-Action (CTA) Optimisation
- Use clear CTAs like “Buy Now,” “Get a Free Quote,” “Sign Up Today.”
C. Form & Checkout Optimisation
- Reduce form fields to improve lead generation.
- Simplify the checkout process to prevent cart abandonment.
Conclusion
PPC advertising is a powerful, data-driven strategy that allows businesses to target specific audiences and generate fast results. A successful PPC campaign requires a well-planned approach across search, display, social media, remarketing, shopping, and programmatic advertising. By implementing these best practices, businesses can maximise their return on ad spend (ROAS) and achieve long-term digital marketing success.