Pay-per-click (PPC) also known as paid search, is one of our favourite channels at every1 – and one of the fastest ways for you to start seeing a return on your investment. It works best with CRO (conversion rate optimisation, if you aren’t a fan of jargon) to ensure clicks convert to leads. Google says on average for every $1 spent on ads, the return is $2. Luckily for you, we aren’t your average PPC agency.
Research shows that approximately two-thirds of people who click on Google’s PPC adverts do so when they search for things related to purchasing products. In other words, when people are ready to buy, they’re more likely to click on pay-per-click ads.
We also find a lot of clients start off by doing PPC in-house, dipping their toes into the world of PPC, instead of using it as a key channel to drive revenue. This means there might be an untapped resource at your business’ front door – that’s where every1 comes in, to help take your PPC performance to the next level.
Types of PPC
PPC campaigns aren’t just all spreadsheets and numbers, there are a variety of paths to go down, and it is important to find the ones that suit your business best. These can include, but are not limited to:
- Google Ads
- Bing Ads
- Remarketing
- Google Shopping
- Display advertising
- Paid Social
Your proposition will need a creative edge to really stand out from the crowd, regardless of the tactics you choose, and we like to think our digital team is pretty good at that too.
Our PPC Process
We understand that not every business is the same, and that’s why our resident PPC experts tailor each strategy to deliver the specific goals that you want to achieve.
Once a campaign is live, you can check up on it at any point with access to a live dashboard, which shows the results in real-time. You also get the benefit of having the data explained to you by your dedicated account manager, who will keep you up to date on performance and provide a detailed monthly report.
- Analysis An in-depth review of online buyer behaviours within your sector, combined with an audit to understand your current position in the market in relation to your competitors.
- Strategy We apply individual strategies which are ambitious and growth driven, incorporating considered approaches based on the experience and knowledge of our team.
- Apply A close attention to detail is vital at this critical launch stage. Accuracy and efficiency ensure the highest levels of success for our clients from the outset.
- Monitor Effectiveness is monitored right from the start, with daily reviews and weekly reports measuring patterns of data to ensure targets are being achieved.
- Optimise Our passionate team are relentless in their drive to maximise ROI for our clients. We leave no stone unturned to ensure even the most successful campaigns are scrutinised and fine-tuned, to boost leads and growth even further.
What our clients say
every1 has been a great part of our digital marketing strategy, overachieving ROI targets and having a key focus on increasing our keyword positions. Jon and Emma are always on the phone if you need to speak to them about anything and the monthly reports are really in-depth and helpful. I would recommend working with every1 as your digital agency.
Frequently Asked Questions
- How Does PPC work? PPC or pay per click is a way of increasing traffic to your site via paid for methods, instead of trying to attract traffic organically. It allows you to bid for ad placement by bidding on keywords. You pay for clicks for those keywords you’ve bid on, which then serve as adverts based on what a user has searched for. This means if a user finds your ad using the keywords you’ve bid on, you pay a fee if they click on it.
- What is a good conversion rate for PPC? A conversion rate is conversions/clicks x 100. Within that, it’s difficult to say what a good conversion rate is because it depends on the industry, how well the page serves the user, and even what the conversion itself is. For example, if it’s a higher priced item, the conversion rate will be lower than a cheaper product.
- How do I know what I’m getting in return on PPC? A simple way to find this out is to take your ad spend and your conversions and do the following formula: Adspend ÷ number of conversions = cost per acquisition. For example, £100 ÷ 2 = £50 CPA. You will also need to factor in your profit margins to see if you’re getting a good return on investment.
- Should I make a brand campaign on Google Ads? A brand campaign is usually the cheapest you will run, because you are targeting your own brand as a keyword. It’s useful as you can control the messaging. For example, if you’re having an online product sale. A few other reasons are to stop your competitors bidding on your brand terms and help users find you if you don’t rank very well organically for brand terms.
- Why is Facebook’s click-through rate lower than Google Ads? The click-through rate for Facebook is generally lower due to how users are targeted. Facebook uses audience intent, whereas Google ads typically uses keywords. These keywords have higher relevance to someone who is searching for something, which, in turn, they are more likely to click on. This is instead of serving them something that they might follow on Facebook, but they are less likely to click on.
- Should my ads be at position 1? Holding advert performance by position isn’t a great way to see if you’re getting a good return on investment. In some cases, being at position one can lead to lower returns due to people clicking on the ad because it’s at the top of the search page, but it actually isn’t what they were looking for.