With a foot in the human psychology camp and another foot in the technology camp, we’re well placed for next-generation PPC and paid search management. Paid advertising always starts with a solid strategy and our team is well versed in building well thought out, high performance PPC and paid search campaigns. We use real time data-driven insights to understand, audit and report back on campaigns and our creative edge allows us to craft campaigns that drive growth in the bottom line.
For years, we’ve been at the forefront of testing emerging channels as well as engaging directly with established platforms, such as Google Ads and Microsoft Advertising. Our position as a Google Partner agency allows us direct access to Google Ads specialists, and provides us with unique insights into trends. We’ve helped many brands, both nationally and internationally tackle paid search challenges and with an in-house team of search experts, we’re well placed to manage complex, demanding multi-channel campaigns with ease.
PPC advertising isn’t a necessarily complex service to manage, but the devil is in the detail. We leverage technology and common sense to understand your business, changing our methodology client-to-client. No two winning campaigns are the same, so the formula must change for each and every client.
What doesn’t change is our driving factor: ROI. Throughout the campaign, we’ll be working to maximise the ROI, first experimenting with keyword and campaign permutations, before thinning down to a small number of high performing ads, and putting budget behind them.
Google Ads (formerly AdWords) is facing bigger competition than ever before, but it’s still unquestionably the king of search. As a Google Partner Agency, we regularly liaise with our counterparts in Google, working to understand latest consumer trends and adapt our campaigns accordingly Search ads are gathering more and more real estate on the top results page of Google and Bing, as the search giants allocate more inventory to advertisers. This means there’s more opportunity than ever to increase business visibility and to get your brand in front of actively seeking, engaged searchers.
But it’s no longer good enough to setup up a campaign and run it. To maximise conversion, campaigns must be actively monitored throughout the life of the campaign as keyword rates fluctuate and split testing starts to reveal the best performing ads. This can be time consuming, but our search team are dedicated to managing, reporting and optimising campaigns daily, sometimes hourly.
Originally Google’s uglier, less intelligent search cousin, through continual investment and improvement, Bing is starting to carve out a growing market share of search. With the latest market share sitting around 5% for UK traffic, and with inventory that’s vastly cheaper than Google (up to 33.5% cheaper in some cases), the opportunity for niche growth through Bing is strong.
With additional format options, including in-advert imagery and more prominent placement on the results page, and with great strides in voice search, Bing makes a strong case for allocating at least some of your PPC budget to its platform. What’s more, with the limited understanding of Bing advertising within agencies and clients alike, you’re likely to experience less competition and better targeting.
Google is still the world leader in product and retail search. Consumers looking for specific products or product types are likely to come across Product Listing Ads (PLA) in their search results, a format of advert that’s driving 82% of retail search ad spend in the UK and 76.4% of US spend, making up the lions share of the space. We regularly advise our clients to ignore Google Shopping at their peril.
Whilst it’s true that products within Google Shopping see often aggressive competition in the Product Listings, and Product Listing Ads for products with SKUs, MPN or other discernible model numbers perform best, Google has taken strides to even the playing field, adding tools that help users with better product discovery. And this isn’t true in all cases, we’ve seen highly successful campaigns for products without any part numbers of identifiers achieving upwards of 20:1 ROI. Google Search is a great tool in the advertiser’s arsenal.
Whilst technically part of Google Ads, YouTube advertising is a digital channel that not enough advertisers are leveraging, so we like to draw specific attention to it. Youtube is the second largest “search engine” and the second most visited site on the web after Google. In an average month, 80% 18-49 year-olds watch YouTube – so you really should be including it in your digital advertising strategy.
Using Google Ads TrueView “pre-roll” ads one can generate significant brand awareness and direct response whilst keeping costs down via the “skip” mechanism. This approach means that YouTube TrueView ads can be a cost-effective and very precise method of activating your target audience. If you lack your own video footage we have broadcast quality video production team at your disposal to help with the shooting and editing of any video ads you might need!
A key consideration for all forms of paid search is your landing page. You may not be aware but PPC advertising also uses algorithms to assess your website – and depending on how “relevant” your landing page is to your advertising this can affect bid prices calculations. For example, Google Ads have a landing page metric Quality Score which is a notion of relevance and UX. The higher your landing pages’ Quality Score, the lower your bid needs to be to win the bid auction – i.e. high Quality Score means cheaper bids and your media budget going further.
Therefore, kind of like an SEO audit, we recommend before planning any PPC campaign that first your website’s landing pages are audited and we gauge how suitable they are for driving paid media at them. We’ll outline any changes that are necessary. More often than not, these will be CMS content amendments to make sure “topic” keywords and their synonyms/variants can be found in some guise in the page’s content.
Our team can audit your current spend against your goals and give you a comprehensive run-down of how your campaign is performing and how to maintain and grow your audience cost effectively. What’s more it’s free.