Data is at the heart of everything we do & the beauty of PPC is that there’s never a shortage of data! Working closely with large data sets allows us to extract the most out of your campaigns & identify key gaps within the market – maximising your marketing spend.
Google & Bing qualified experts & partners – we’re recognised by the two biggest search engines on the planet for our skills & expertise & are proud to be a part of their partner program – so you can rest assured that your PPC accounts are in safe hands.
Don’t just take our word for it – scroll to further down the page to have a read through our PPC case studies & find out more about how we have helped to drive leads & conversions across a range of businesses in a range of different verticals.
PPC or Pay-Per-Click is a form of online advertising, run predominantly through Google Search & Microsoft Ads which allows users to place ads within the search results. PPC isn’t just limited to Pay-Per-Click however, it’s often known to describe a broader range of online advertising options including Display Advertising, Remarketing & often also Paid Social Advertising.
Pay-Per-Click is a great way to advertise as it’s a way to instantly reach your audience without having to wait for the time of other options such as SEO, or without needing a pre-existing engaged audience such as through Email Marketing. As such, it’s a popular option for people who are looking to bring a new product to the market, reach an audience quickly or expand their existing marketing options to reach a larger audience.
PPC works in a number of different ways depending on the path that you choose to bring to market, but the most common approaches are through Text Ads Advertising, Display Advertising or Google Shopping & each of these work in their own individual way.
Text Ads Advertising
Text Ads Advertising works by placing ads within the search results on a particular search engine. This is often a super high intent way of advertising because we are targeting people with text ads at the time when they are likely to need the product or service the most – at the time that they are searching for it. This is an incredibly effective way to target an audience if you know what they are searching for & can take them directly to the result.
Display Advertising does what it says on the tin – it displays your ad. Display advertising is designed to drive awareness & growth – the Google Display Network covers 90% of websites alone & can bring you millions of impressions each month, which is a great way if you are looking to grow a brand or alternately looking to remarket to an existing audience.
Google Shopping or Product Listing Ads (PLAs) are a great way to advertise products through online search engines. Both Google & Microsoft Ads offer shopping options which allow you to display a picture of your product along with key information & price – this is a great way to give users details they might be looking for prior to click (and making some savings at the same time!)
Whether you’re looking at any of the above options or other, the key facet behind PPC is that it’s data driven. Our approach involves combining online data with your offline data to ensure we are matching our goals to your business goals – making sure we focus on true Conversion Value for your business rather than just soft metrics such as CPA or CPC.
PPC Advertising is a great way to promote your product to an audience in a data-driven, cost-effective manner. With huge volumes of potential customers across search engines, PPC products allow you to reach an audience when they need you the most – when they are searching for your product/service – this means that you don’t just get visibility for a customer, you get visibility for a customer when it matters most to them & when they are already engaged & quite far down the conversion funnel.
But PPC benefits don’t just come in terms of conversion – they also come from a visibility perspective & the GDN can play an important role in ensuring that your brand gets clear visibility especially if you are trying to grow market exposure or launch a new product. Remarketing also plays a powerful role within your consumer experience & can add valuable touchpoints to your user journey as well as reminding clients of your products/services & nudging them back into the funnel where needed.
Creating high quality text ads designed to drive leads to your website. Putting your brand at the top of Google Search & driving new visitors through to your website with strong CTAs, ad copy & effective media bidding.
Utilising Display Advertising networks to drive growth across your brand & business. Creating innovative image & video ads to drive awareness & attract new visitors to your website. Increasing touchpoints & enhancing the overall user journey.
Remarketing is a powerful tool for bringing users back into the conversion journey & reminding users that they have visited products/services on your website. Used effectively, remarketing is a great addition to your marketing funnel & can be used in either a Display or Dynamic environment.
Looking to sell a product online? Shopping Ads are one of the most powerful products that online advertisers offer to put your product in front of the right audience at the right time. Ecommerce is a speciality of ours & Shopping Ads are one of our key areas of expertise.
A key part of successful Shopping Ads is ensuring that your feed is set up correctly. Our feed management service works directly with Google Merchant Centre to ensure that your feed is fully optimised, allowing your Shopping Ads to maximise their visibility.
Creating fully optimised API campaigns to maximise your product feed across text ad listings. Granularity which allows us to create thousands upon thousands of text ads to target specific items allowing us to maximise exposure for the highest intent keywords.
Local inventory ads allow us to target products at store level – helping to promote products to users who are in & around your store area. We are also able to tie these ads directly into your footfall – allowing you to understand how your ads are working for your physical store shoppers.
Utilising a full range of AdWords Scripts to ensure that campaigns are optimised & driven as efficiently as possible. Taking away the manual aspect of many tasks to ensure we are maximising strategy time – getting the most out of your campaigns.
Although Google has a key part of market share, done properly Microsoft Ads can bring in a good deal of leads from a strong target audience. Combining Microsoft Ads with Google Ads can help to improve efficiency across your PPC campaigns, driving solid leads for a lower cost.
Test, Test, Test – that’s the key to getting the right CTR & lowering your overall acquisition costs. Great ads that attract your users & strong bidding strategies are a great combination to make your campaigns efficient. Google Ads Experiments help us to get the most out of your campaign.
Bringing traffic to your website is great – but what value does it add to your business if it doesn’t convert? We work with you to make those landing pages work in line with our marketing campaigns, creating a great user experience throughout – improving your conversion optimisation.
“We have been working wiht Amanda & Cedarwood Digital for many years now. We have always found Amanda to be very knowledgeable & at the forefront of her industry. In a highly competitive industry we have maintained exceptional growth thanks to their expertise in digital marketing. Our PPC campaigns have been optimised to way outperform the market & are continually refreshed to adapt to all external factors.
I have always found the team to be honest & direct. Problems are dealt with efficiently & without excuses if they ever occur. I would have no hesitation in recommending Amanda & her team to anyone seeking digital marketing expertise.”
Faisal Bhatti, Chief Operating Office at Watches2U
Casa Bella Furniture
Helping Casa Bella Furniture to grow their presence as one of the UK’s leading suppliers of mango, indian wood & industrial furniture.
Patient Claim Line
Working with Patient Claim Line to grow leads & leads quality through effective utilisation of PPC & Display Advertising across Google & Microsoft.
Hayes Garden World
Helping Hayes Garden World to be one of the UK’s leading independent online retailers of garden furniture through solid PPC strategy.
Growing Watches2U sales nationally & launching internationally into over 30 countries worldwide.
Plastic Card Services
Helping PCS to drive strong B2B leads into the website & attracting highly qualified leads for a strong B2B brand.
Depending on the PPC product that we are working with the auction can work in a number of different ways – however most commonly when we refer to the PPC auction we are talking about Text Ad Advertising which is the advertising that appears at the top (& bottom) of Google’s search results.
The Text Ad Auction works on an equation of Maximum CPC (Cost-Per-Click) * Ad Rank to determine a position within the search results. The benefit of having the Ad Rank metric is that Google doesn’t just look to award the top position to the advertiser who pays the most – rather there is a key focus on the quality of the advert.
The Ad Rank Metric is made up of a Quality Score – which comprises different elements including Expected CTR, Landing Page Experience & Ad Relevance – each of which are designed to improve the quality of the ads & are essential to ensure that you get good ad positioning. By improving the quality of your ad you can bring down your Max CPC – leading to still having a good position, but also spending less!
It’s worth noting that Google Shopping works in a slightly different way – working with a Search Impression Share – so the higher the bid the more available impressions & search space you will be able to gain.
PPC is important for 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. This is why hiring a PPC agency is valuable to your business – they know the ins and outs, have experience of what works in what industries, and can help to scale your business more quickly due to their extensive knowledge of the channel. The strength of PPC agencies here is their 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 and give you more time to focus on other important business tasks. In a world where data is 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.
A keyword’s ‘Quality Score‘ refers to a value out of 10 that Google attributes to a keyword 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 find a successful 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. 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 using the form below, or have a read through our blog to get an understanding of how PPC could help you.
A lot of people ask this question! So let me take the time to explain the key differences between the two & why you might choose one or the other – or alternately both together!
Why Would I Choose PPC?
PPC is a great way to get started whether you’re looking to drive more visitors to your website, increase sales or simply improve visibility – it’s also a really great way to scale & get in front of an audience at a time when they need you the most. It can work standalone or supplement your other marketing efforts & given that so many people click on the ads at the top of the search results you know you are going to be front & centre of your audience. PPC is also very measurable – you can see exactly what you’ve spent for exactly what return – this makes it a popular option for marketers who are looking to directly measure ROI.
Why Would I Choose SEO?
SEO is a great way to grow your visibility naturally & organically – although a more long-term project than PPC, SEO results are also usually there for the long-term. With PPC once the advertising stops, usually so does the traffic, with SEO the traffic can continue for a period of time until it drops off – making it a more sustainable approach to marketing.
SEO has a number of facets to it from technical SEO, to on-page content, through to Digital PR, this means that it often requires more people & a varying skillset to achieve a well-rounded SEO approach.
Why Would I Choose Both?
PPC & SEO can work really well together & if you choose the combination, as long as your attribution in order you can get the best of both worlds. PPC is a great starter – it allows you to have an immediate impact on your audience while you are building up the SEO support in the background. The benefit of having the SEO with it is that it’s always-on, so if at any point you need to pause your PPC you know that with good Organic Rankings you will still see a good level of traffic through to your website & when used properly, PPC can complement this & really drive the traffic growth you are looking for – together they can be a powerful combination.