In an online landscape that’s becoming increasingly competitive, it’s easy to worry about how your return on investment is performing, and the value you’re getting from your marketing budget.
PPC is the backbone of millions of online businesses, and an effective campaign can help to build your bottom line with great success. However, it’s not always easy to work out, which is where a PPC agency like Embryo come in. Our in-house team has a stellar track record when it comes to managing the marketing budget of companies in a range of industries and many different sizes
If you’d like to find out more about how Embryo can help you with your PPC needs, fill in our contact form and we’ll get in touch!
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What Is Pay-Per-Click (PPC) Advertising?
PPC is one of the many arms of digital marketing and can be managed by businesses, individuals or a PPC agency to deliver increased traffic and qualified leads to a website.
There’s actually a good chance that you’ll have engaged with a PPC strategy without even realising it! Have you ever googled a product and found that a selection of sponsored ads has appeared at the top of your search results? This is PPC in action.
Essentially, PPC is a way to get clicks on your website, which can then be turned into conversions.
First, you’ll choose a main keyword or selection of keywords, and when that term is searched on Google, your advert has the chance to appear at the very top of the search results.
Then, when someone clicks on your ad, you pay a bidding fee – the higher your bids, the higher up your company will be in the search results.
Meet Your PPC experts
Callum LeonardHead of PPC
George NoonPPC Lead
Amy PhelanSenior PPC Executive
Thomas McGuiganPPC Account Manager
Chelsea PowellSenior PPC Executive
Victoria WyntersPPC Executive
Kris BoormanSenior PPC Account Manager
Why Use PPC to Help Grow Your Business?
PPC is a fantastic way to meet your business goals, giving you fast results that can be easily tracked across the whole of your marketing campaign. It’s one of the best ways to create conversions and increase your traffic, especially when used as part of a more comprehensive digital marketing strategy, alongside social media platforms and Search Engine Optimisation.
- Some of the key benefits of using PPC include:
- PPC ads can be used to reach your target audience, whilst also allowing you to have total control over your budget, as well as your targeting and ad placements.
- It allows for instant conversions and results, unlike other marketing strategies such as SEO, which are a more long-term strategy. These fast results allow you to build up increased capital so that you can invest further in your business.
- The user data gained from PPC marketing efforts can be used for other purposes, benefitting every aspect of your business’s digital marketing strategy. For example, your social media strategy can be aided by using ‘audience observations’ which reduces the overall cost per acquisition and can help to convert more customers in the long run.
- PPC offers a multi-layered targeting approach for use with multiple different demographics.
- Conversion rates are generally higher when using PPC compared to other digital marketing channels, as the people it attracts are already actively searching for your products and services.
- PPC allows for smart retargeting and prompts interested parties about your products, reminding them why they should choose to use your business.
Who We Work With
At Embryo, we work with many different clients across a variety of distinct industries and sectors. We’re passionate about understanding more about the search market for every one of our clients, and carry out detailed reporting on all of our campaigns to ensure a profitable return on investment, regardless of the sector or industry you work in. We’ve worked with a wide variety of clients in the following industries, to name a few.
- B2B businesses including the finance and technology sectors
However, this is by no means an exhaustive list and we’re always interested in supporting new clients, whatever type of business you run! To find out a little more about some of the specific clients we’ve helped in the past, check out our case studies.
If you’d like to find out whether Embryo can help your business with its marketing needs – get in touch and we’ll help you devise a personalised PPC plan!
What Is Google Ads and How Does It Work?
Formally known as Google AdWords until 2018, Google Ads is one of the most important products to understand when managing PPC campaigns. Originally launched in 2001, it’s become one of Google’s top services, helping many companies get off the ground.
On average, over 3.5 billion Google searches are made per day.
Putting your businesses at the top of those searches is the bread and butter of PPC advertising agencies like Embryo. The higher up the search rankings you are, the more clicks and conversions you’re likely to get, leading to increased sales and stronger performance when it comes to your overall business objectives.
If you want to increase your ranking within Google and other search engines without having to spend every time someone clicks, you should also focus on SEO (search engine optimisation). At Embryo, we believe that SEO is a key factor in the success of any business, and these two digital channels work together for both short and long-term success on Google’s search engine results pages (SERPs).
Google Ads is used by businesses to advertise their products and services when people search for a range of applicable keywords. The way it usually works is that a specific keyword is selected for targeting, with different marketers bidding on this keyword against each other.
Each bidder puts forward a maximum bid – if your bid matches up with the amount Google attributes to your cost per click, then the ad placement becomes yours. However, if your bid is too low, you won’t get the ad placement. Different products will have differing bid prices – luxury, trendy products tend to have higher costs overall.
Most PPC platforms will work in a very similar way, but Google Ads is the dominant platform in the market today.
At Embryo we strive to be different, marking ourselves head and shoulders above the rest of the PPC pack. Our experienced team of PPC specialists are always striving to do something unique, never satisfied to be left in second place.
While there are many different PPC agencies out there, we believe that we’re the best, having a fantastic, results-led approach that has never failed us. As well as PPC, we also offer a wide range of other digital marketing services, giving you a comprehensive online marketing strategy to sell your products and services.
This is how we do it.
1. Industry Research
Before starting any campaign, it’s important to research the subject and industry thoroughly, which allows us to gain as much insight as possible. The first thing that we do is conduct market research on the industry our client is based in, as well as keyword and competitor analysis.
We understand that every client is different, so our review process is based on your unique business goals and the networks where you’d like your ads to appear. We’ll also use our research to find out what motivates your potential audience, using this to your advantage.
2. Campaign Strategy
Every campaign is different, so naturally, the strategy we use will change, depending on your needs. We understand that all businesses are unique, so we’ll consider your individual requirements before committing to anything.
After conducting our in-depth evaluation and analysis of your business and the industry and creating a comprehensive keyword strategy, we’ll then use Google Ads Manager to bid on the specific keywords that will be used for your promotions. We implement both geo and device-based targeting to ensure your ads are appearing in the places your chosen audience will be searching online.
As well as the Google search page ads users can see when they type their keywords into Google, we’ll also create eye-catching design images that will draw attention to your ads – particularly suitable for shopping, display or remarketing ads.
Another key part of our strategy is split-testing your ads. Split-testing (sometimes known as A/B testing) is a marketing technique in which more than one type of campaign is tested, with the aim being to find the best one for your website. As well as finding a winning headline, description text and CTA (call to action), this method will also help you to boost website traffic and conversions along the way.
Regular health checks will be conducted throughout the entirety of your campaign to ensure that your ads are delivering as expected. We may also suggest altering your website’s text, images, graphics, navigation structure and check-out process for greater traffic, leads and conversions.
3. Timelines & Forecasting
Another thing we consider when implementing a new campaign strategy is the timelines and forecasting for the project. It’s difficult to predict what the forecast for a campaign looks like without conducting in-depth research into your business and utilising a comprehensive, data-led approach to strategy.
Again, this is another situation in which every client is different – some companies will see faster results than others, but this doesn’t mean that your campaign isn’t working. We will always set realistic turnaround times and give you a forecast of the months ahead using accurate data, so you know you’ll never be left feeling lost.
One of the main misconceptions within the PPC world is that the results will always be quick, as PPC tends to have a comparably swift turnaround when compared to other forms of digital marketing. This isn’t always the case, but no matter what happens, we provide a detailed prospective timeline so our clients can rest assured that everything is going according to plan!
Performance Max: The Future of PPC
Performance Max is one of the most exciting new products to emerge in the PPC sphere for quite a while. Performance Max is designed to automate and streamline PPC for managers, leaving PPC agencies with more resources to utilise their outstanding marketing knowledge and design bespoke PPC campaigns that are more effective than ever before.
Performance Max uses machine learning algorithms to select relevant ads and find new customers, and adjust bids automatically to the most appropriate amount for your campaign goals. It also allows users to access the entirety of their Google Ads inventory using just one campaign, including all of the following channels.
- Google Shopping
Because of its multi-use functionality, Performance Max can be a fantastic asset for your PPC strategy if used correctly.
How Could PPC Benefit You?
One of the main things to think about when deciding to utilise a new marketing strategy is how it can benefit your business, and PPC is no exception! It’s an amazing tool when put in the right hands, having many advantages over other digital marketing formats.
If you’re still not convinced, we’ve collated a list of some of the best things about PPC. If you’d like any more advice about whether this strategy is right for you, we’re only a phone call away!
PPC uses a vast amount of data to produce fantastic results, tracking a huge array of metrics during the process. This data can be incredibly valuable when looking at future campaigns, allowing you to improve your strategy over time.
- Some of the different metrics you can implement include:
- The performance of your landing page
- Click-through rate (CTR)
- Cost per click (CPC)
- Return on ad spend (ROAS)
- Return on investments (ROI)
PPC is incredibly important for collecting powerful data, which can be used across all of your marketing campaigns to build an impeccable longer-term website strategy, as well as deliver returns on PPC.
Another massive advantage of using PPC is that the system allows for a range of different targeting options, increasing your scope greatly within the marketing world.
By using programs like Google Ads, you can send targeted messages to your users through the use of the following channels:
- Search – Keywords are particularly useful here – by utilising the correct keywords within your system, you can target the particular demographics you want to draw in. You can also add an audience to a search campaign, allowing you to only target users who search for the keywords you’re targeting. Dynamic Search Ads are another tool that can be used to match user queries relating to the content of your site.
- Contextual targeting – This form of targeting uses Google AdSense, which advertisers use by giving Google a list of websites they want their ads to be shown on, instead of Google picking them at random.
- Keyword targeting – This is one of the most common forms of targeting in the business. Marketers provide Google with a keyword list before Google crawls for content relating to the keywords, matching them together to show ads based on similar content.
These are just a few of the ways in which PPC can be used to streamline targeting to hit your core demographics.
Complements Other Channels
Some businesses tend to focus primarily on PPC, due to the fast results it typically brings about. However, this can be a mistake – a multi-pronged approach will help you to increase your traffic and conversions, keeping people coming back for more.
One of the main things we specialise in (apart from PPC) at Embryo is organic SEO. SEO refers to the practice of optimising websites to ensure they rank highly in online search engines such as Google, leading to more organic traffic overall.
Many people consider the two strategies to be polar opposites, but this isn’t the case. SEO can be used in conjunction with PPC – by combining the two practices, you can obtain better SERP outcomes and increase your standing in the business world.
SEO isn’t alone in this – other campaign types such as paid social and digital PR can complement PPC well. It’s important to use all the tools at your disposal, as this will allow you to corner the market, whatever industry your business is based in.
Why Is My Existing Pay-Per-Click Campaign Not Performing?
If your PPC campaign doesn’t seem to be performing, this could lead to you feeling very disheartened. However, it doesn’t necessarily mean that there’s anything wrong.
It’s a common misconception that PPC campaigns are instant money-makers, but this isn’t always the case! It’s also worth pointing out that some of the money you earn will need to be invested back into your existing campaigns, so it’s not all instant profit.
If you correctly implement PPC into your marketing strategy and you’re patient, you should start to see positive results appear over time. However, if the situation doesn’t seem to be improving, there may be something else going on.
The amount of money you put towards PPC will differ depending on your advertising spend budget, the commercial objectives and search objectives you want to achieve and the products you’re selling, so it’s important to get it right. If budgets are too low for the terms you’re targeting, you’ll quickly be out-bid by higher-paying competitors, so it’s important to be honest with your goals in order to see real business growth.
Of course, even the best, personalised campaigns with a tight campaign structure and the correct budgets can still be jeopardised if your website isn’t working as well as it could be. Website build, design, CRO, and Content Marketing are all important when it comes to really engaging the users that PPC has brought to your site and helping to make those all-important conversions.
For more tips on how to improve your PPC profile, head to our Why Your Google Ads Aren’t Working page.
Let Embryo Take the Reins
If you’re having trouble with your PPC campaign, our fantastic in-house team at Embryo are highly skilled in the field. Our Manchester PPC agency can help you with all your digital marketing needs, and we utilise a deep level of data-driven decision-making to create successful campaigns that engage your potential customers, and most importantly, deliver you a positive return on investment.
Our most successful campaigns use a variety of different digital techniques in order to give you the best reach possible, with fantastic results across the board, so you can be confident your accounts are in safe hands. Our experienced team never tire of helping our clients, aiming to go above and beyond in every circumstance.
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