Using paid search, we can connect your business with potential customers at every stage of their conversion journey. Let us maximise your exposure on Google’s search results page by creating effective ads that return for relevant keywords which match the user’s intent.
Remarketing is a powerful tool to try to bring past users back into the conversion funnel. We can create unique campaigns targeted to specific audience groups which are built from users’ previous engagements with your brand. Dynamic, Display, RLSA – we have it all covered.
At Cedarwood Digital we have experience working with a range of different clients, all presenting different challenges for paid search. As a boutique PPC agency based in the heart of Manchester, we love to innovate, using a range of industry leading techniques and approaches to maximising your marketing efforts. From lead generation to eCommerce, we have the tools and experience to assist your every need.
Speak to a member of our team to see how PPC can work for you.
– Best Digital Marketing Campaign (Retail) Finalist
– Small Agency of the Year Finalist
– Small Digital Agency of the Year Finalist
– Best Retail Campaign Finalist
– Best PPC Agency of the Year Finalist
– PPC Agency of the Year Finalist
– Digital Team of the Year Finalist
– Small Agency of the Year Finalist
Search advertising is a great way to get your brand, products and services in front of your desired audience at the right time. By undertaking extensive keyword research, we are able to highlight areas of opportunity for your business where there is the potential to generate new customers/clients. To improve the effectiveness of our search campaigns, we ensure that we maximise the visibility of the ads. We do this by combining effective ad copy with additional search ad tools such as ad extensions & ad customisers.
Google Shopping is incredibly effective at displaying your products in front of users at the point where they are searching for them. Shopping ads show an image, title & the price of your product, alongside direct competitors. This improves the accessibility of your products, allowing users to instantly compare products from multiple retailers, all on the same page.
We are always on the lookout for new & innovative ways to maximise client potential & help your products stand out amongst competitors. Utilising Smart Shopping for our clients has enabled us to take shopping to the next level. Smart Shopping integrates Google’s machine learning algorithms & user data to help push products to those most likely to convert.
The Google Display Network shows ads on over 2 million sites, reaching over 90% of people on the Internet. Due to the huge volume of users that it can reach, it can be easy for advertisers to waste budget serving ads to users with no interest. That’s why at Cedarwood, we ensure that your display campaigns are targeted at relevant audience groups, ultimately improving the campaigns click-through & conversion rate.
Additionally, our use of new Google features such as Custom Intent audiences allows us to stay ahead of the game, by creating unique groups based on their search activity & intent. Partnering this granular targeting method with relevant & engaging creatives is our recipe for success!
Remarketing is one of the most important & undervalued aspects of paid search, which, when used effectively, can be utilised to maximize existing marketing channels as well as effectively prospect potential users with unique targeting.
By creating granular audiences for specific user behaviours, we are able to retarget these users to ensure a more personalised ad. This ultimately can help with improving the retention rate and bringing the consumer back into the conversion funnel. Here at Cedarwood, do this in many ways, For example we use RLSA for search, dynamic remarketing for Shopping & Display Remarketing within the Display Network.
PPC management is only as effective as your ability to measure and quantify your efforts. As Official Google Partners, we find it works best when we integrate our products. We embrace Google Data Studio as our reporting platform, to give you detailed insights, with full analytics and ads integration. We believe transparency is the best way for us all to move towards a common goal. Monthly commentaries also assist in covering content plans for the future. Ultimately, we want to do what works for you, so our reports are tailoured to meet your needs!
PPC or ‘pay-per-click’ is a form of digital marketing used to drive traffic to a given website. PPC marketing is most commonly practiced on search engine platforms such as Google or Bing, however, in recent years, PPC marketing on social platforms such as Facebook & LinkedIn, has seen tremendous growth.
Pay-per-click typically involves payment to the host of an advertisement every time a user clicks on the ad. As the industry has developed, there’s a wide variety of PPC applications that span beyond the basics of paying per click, however the former is still a dominant strategy for paid marketing in 2020.
The most widely used PPC platform is Google Ads (Formerly Google Adwords) which allows advertisers to serve ads to users based on a search query or keyword. The platform, which was started just under 20 years ago, has evolved into a multi-billion dollar industry, alongside the growth of Google as the ‘front page of the internet’. PPC is practiced across a diverse range of different industries, small and large, across the world and continues to grow as a leading component of a measurable marketing strategy.
PPC is important due to a number of reasons. Firstly, given the exponential growth of the internet and the shift to digital business, customers, clients, users, and potential prospects are now more reachable than ever. A small, independent artist no longer has to limit themselves to their local community, and can instead push their products in front of millions of users around the world. The playing field has never before been so accessible, with web platforms allowing businesses to get online in a matter of hours. This increase in competition makes organic competition incredibly fierce and in some cases leaves marketers with no other option than to pay for exposure.
PPC is an extremely popular marketing method due to one’s ability to directly attribute a level of spend with a result. With pay-per-click, the advertiser only spends when a user clicks the ad and so in theory, the spend isn’t wasted. In this context, you have been successful in bringing the customer off the street and into your store. PPC is undoubtedly more complex than this, marketers around the world work to target their PPC efforts perfectly to bring in customers and users that are most likely to convert. The strength of PPC here is one’s ability to test a wide variety of metrics, such as the user’s location or the users demographic to push advertising efforts to a smaller niche. In a world where data is incredibly invaluable, understanding your customer is more important than ever before, and PPC is a huge component in allowing marketers to target users based on their intent.
An Ads ‘Quality Score‘ refers to a value out of 10 that Google attributes to an ad based on a number of key variables;
So what does this actually mean for PPC advertisers and why is this so important?
Quality score is an incredibly powerful metric, as it allows marketers to level the playing field against bigger players in the market. Traditionally, PPC was dominated by those with the biggest pockets. If you paid the most, you returned the highest, simple. However, after the introduction of the quality score, marketers can now bid LESS than competitors and return HIGHER in the search results. Google in this instance is looking to reward marketers that push relevant ads. This isn’t to say that the bid value is irrelevant, as the amount one bids is still a key variable in the position the ad will be placed. However, see the quality score as a ‘mate’s rate’ at the auction, whereby Google is seeing your ads as relevant and suitable for the search that it’s returning for. This not only works for you, as your ads can be seen more at a reduced cost-per-click, but Google will be pushing ads that users are more likely to click on and have an enjoyable result in doing so. Win-win.
Keyword analysis looks at identifying the search volumes, competition and cost of bidding for a certain keyword or search term. Keyword analysis is used across a variety of arms of digital marketing, most notably in areas such as PR & Outreach and SEO. Analysing the behaviour of users and the way in which they are searching is one of the first steps in understanding their intent and stage in their consumer journey. This is extremely valuable in paid search (PPC), as it allows marketers to bid on keywords where they can see users are actively searching. Additionally, PPC can be targeted to the various stages of the consumer funnel based on the keywords that are analysed. For example, a user at the top of their consumption journey may be searching for “Types of Running Shoes”, whereas those with transactional intent would search for “Buy X Running Shoes”.
PPC can be effective for all shapes and sizes, no matter the size of your budget. Often it can be difficult to know exactly how much should be spent on a PPC campaign, which is why we’re here to help! If you’re unsure about getting started with PPC or you’re curious about what PPC could do for you, why not get in touch with the form below, or have a read through our blog to get an understanding of how PPC could help you.
Ah yes, the Ali vs Foreman of digital marketing. Many a debate has attempted to settle this argument, yet the same answer typically remains, it depends. SEO is an extremely effective, long-term marketing approach, whereas PPC is typically a more short-term campaign led approach, which provides a much more measurable and quantifiable result. One of the criticisms of SEO is the inability to measure the effectiveness of change as easily as with other marketing methods. on the contrary, PPC can be costly and if performed poorly can lead to no results and a hole in your marketing budget. We prefer to think of the two as the yin and yang that work best when deployed together. Harmonizing sound SEO practice with sound PPC management can have huge benefits for your business. Why not read some of our case studies for some insight into the benefits of SEO & PPC working together.