Our PPC services are specifically designed to support the requirements of small and medium businesses. We can design adverts and strategies that target your potential customers and generate leads, providing a transparent and worthwhile return investment.
Our core PPC services include:
PPC, or Pay Per Click, advertising is a digital marketing method where businesses display adverts in the search results listings for certain keywords and locations. When a user searches for a keyword or phrase that the business is targeting, their ads will be displayed to them. The advertiser is then charged a fee by the search engine each time a user clicks on the advert and visits their website.
However, it’s not just a matter of paying more to get your ads above your competitors; all ads are displayed in relation to their relevance to the search term and the validity of the website.
PPC management is where the PPC campaigns are designed and managed by a specialist, who knows how to get the best return on investment for your advert spend.
When designed and implemented well, the adverts will appear alongside the search results listing, above the organic search results. Unlike SEO, the results of PPC advertising are instant, so you won’t have to wait to see your business at the top of the results listings.
There are lots of different types of PPC or paid marketing, including remarketing, display advertising, paid search ads and paid social ads. Choosing the right type of PPC for your business, location, industry and goals is key to getting a great return on your investment. It’s also important to consider your competition as the more popular the search terms you target, the more costly the clicks.
PPC can be complicated and tricky to get to get grips with at first, but here at Evolution Media, we’re passionate about transparency and making sure our clients understand the benefit of our services from the start. Below we explain a few of the key terms and phrases to help you get to grips with PPC marketing:
Click Through Rate, or CTR, is how often the adverts are clicked. You’re aiming for a high CTR.
Cost Per Click, or CPC, is the metric used to measure the amount of money each click costs the advertiser.
Impressions are the number of people who see each advert, regardless of if they click it. If lots of people see your ads, but you don’t get many clicks, you need to review the content of the ad to make it more engaging.
Your bid is the amount of money you’re willing to pay for each search term every time someone clicks on your ad.
Pay Per Click, or PPC, is a digital marketing method where advertisers pay for each click they receive.
Search Engine Marketing, or SEM, is the umbrella term used to refer to all types of online advertising that utilise search engines, including SEO and PPC.
Google Ads (used to be Google AdWords) are adverts displayed on Google’s own advertising network, including Search, Shopping and Maps.
The Google Display Network (GDN) includes all Google’s search partners, so any website that displays Google Ads, as well other Google sites like Gmail and YouTube.
A conversion is counted when a user visits your site via a Google Ad and then converts into a customer by buying from you, filling in a contact form, etc.
Product Listing Ads, or PLAs, are the Google Shopping Ads that appear in the search result listings.
One of the biggest benefits of using PPC is that you can easily measure and track your marketing campaign. The detailed reports you’ll receive about the number of impressions, clicks and conversions your campaign is generating allows you to monitor performance, traffic and spend and make informed changes to your campaign to improve your return on investment.
No matter how long you’ve been using PPC, or the size or reputation of your business, PPC campaigns can have your adverts displayed prominently as soon as your campaign is up and running. It also allows you to build your brand and target new prospects and potential customers who you would otherwise not have to access.
You will have control over a huge number of options from the keywords you chose to the budget you set. Your campaign is entirely flexible; you can pause and restart it whenever you like, and if it performs well, you can scale up your campaign to capitalise on your investment, or you can lower your spend and include negative keywords if you notice less positive results.
PPC works incredibly well with other marketing channels. It can drive visitors to specific landing pages or your content marketing; it can work alongside long term SEO marketing, and it can align with your traditional marketing efforts too. All of which can be tracked and measured to provide actionable data for your ongoing integrated marketing campaign.