The Lowdown on Paid Search Advertising
It’s often said that nothing in life is free. When it comes to marketing and advertising, that’s definitely (somewhat) true. Although organic marketing channels are valuable and certainly have their place in any business’s marketing strategy, a paid advertising campaign is non-negotiable.
In a nutshell, paid search marketing consists of paying a platform to display your adverts. There are several types of paid advertising including social media marketing and search engine marketing.
Because paid search relies so heavily on trackable metrics with quantifiable data (such as impressions, clickthrough rates and conversion rates) paid marketing strategists can tailor various aspects of a paid marketing campaign to improve its performance with astonishing confidence and accuracy.
Another great benefit of paid marketing is that it’s tailored to your specific target market and audience. With paid social media marketing, you can set up your ads to target social media users who are interested in your brand’s industry based on the categories of social media content with which they engage (whether that be cats, trucks or plumbing). Search engine advertising allows you to create ads that are designed to appear when a user searches for keywords directly related to the content contained in your ad copy.
With paid search marketing, you don’t need to wait for your marketing assets to be discovered by users. Instead, you can make sure that your business’s ads are seen by users at the exact time and place you want them to be seen.
How Much Does PPC Cost?
Brafton prices PPC campaigns as a monthly package of 10 units, with each unit costing $135, or as a custom quote of 2 units per hour of work. This does not include the cost-per-click fee charged by the advertising platform.
For context, Google’s average CPC is about $0.58 on the display network and $2.69 on the search network.
Average Cost Per Click for Paid Search by Industry:
Finance & Insurance
Rolling Paid Search Management
In addition to or in lieu of monthly service, our dedicated PPC strategists can manage your monthly PPC budget at a rate of 2 units per hour. Our Promotions & Engagement Team provides additional support and expertise, and reallocates spend across networks as needed to maximise results. We optimise and diversify your paid spend across the following campaign types:
- Paid search ads.
- Display ads.
- Retargeting ads.
- Google Shopping Campaigns.
- And more.
Your Partner in Paid Search
Paid search agencies — or full-service marketing agencies that provide paid search services — design paid search strategies and create relevant ad assets such as ad copy and images or videos, depending on what the client wants and needs. Once the campaign and assets have been created, the marketer will monitor and analyse the campaign’s performance based on its metrics and make recommendations and adjustments to improve performance as necessary.
Paid search marketing is an incredibly complex marketing channel. While you could theoretically spend valuable time trying to figure out how to structure and tweak your campaigns yourself, it’s more time and cost-effective to outsource paid marketing to qualified experts with years of experience.
Not all marketing agencies are created equal. When searching for a paid search agency, you’ll want to ensure they have the knowledge, credentials and portfolio to prove they know their stuff. Look for qualifications and certifications (such as those provided by Google) and case studies that demonstrate the success of their PPC marketing campaigns.
At Brafton, every client undergoes a formal onboarding process, regardless of which of our marketing services they sign up for. We work with your marketing team to become familiar with core business goals and fully understand your current marketing strategy.
From there, we look at baseline metrics through Google Analytics, Search Console and other web analytics platforms to determine if and how PPC management can help you achieve your marketing objectives.
Finally, we assign a PPC consultant to your account to help you with every stage of your digital advertising campaign.
How Does PPC Advertising Work?
In terms of search engines, pay-per-click advertising is exactly what it sounds like: Each time someone clicks on one of your ads, you pay a small fee to the platform that published the ad, known as a “bid.”
Your strategist will conduct thorough research to determine which keyword or keywords will work best for your PPC campaign. By using tools such as Google’s keyword planner, strategists can determine what kind of search term a potential customer is looking for and will then structure or restructure the PPC campaign as necessary. Keyword selection will also be based on how accurate (even down to spelling) should be, based on the campaign goals.
The secret to managing a highly effective PPC campaign that will yield a relatively high CTR, a strong conversion rate and, ultimately, ROI is to use paid ads as one facet of a cohesive marketing strategy. Each PPC campaign should serve a specific function and have clearly established success metrics.
There are several approaches to PPC. While not every approach is right for every brand, most brands utilise two or more of these options:
Paid Search Campaigns
A paid search ad shows up in search engine results pages (SERPs) above organic listings. This is the most common type of paid search campaign, and is generally thought to be the most lucrative: 65% of brands said paid search advertising was the most effective PPC channel.
Paid search ads consist of well-written ad copy, links to a landing page and sometimes ad extensions such as phone numbers, location information or customer reviews.
Display ads are more visual, and can include rich media such as video, GIFs, forms and more. They can appear on a number of websites or apps, depending on the display network they’re distributed on. The Google Display Network is the most popular, and Google partners include a wide variety of websites.
Social Media Ads
Social media platforms like Facebook, LinkedIn and Twitter have their own ad platforms that allow you to post ad content for your followers and audiences to see. Social media marketing typically includes some combination of organic posts, paid social or sponsored content and social ads.
It takes multiple touch points to make a conversion. Retargeting ads remind people who have already engaged with your website or content of your products, services and value. Retargeting tactics can improve the return on your investment in PPC.
Paid syndication uses platforms like Taboola and Outbrain to publish your content on media websites to expand your reach. Your content, such as articles or case studies, show up in a panel on websites to invite readers to engage with your brand.
Alphabet-owned Google and YouTube occupy an estimated 23.1% of all ad spend, digital and traditional. The search engine giant sells PPC ads on a display network and on its search engine network, which reaches 90% of all internet users. It also boasts some of the highest CTRs of all ad networks.
At Brafton, we help manage Google search and display ads in all of the following ways:
- Target audience identification.
- Retargeting management.
- Keyword selection.
- Meta description optimisation.
- Ad landing page optimisation.
- A/B testing.
- Banner ad design.
- Campaign performance monitoring.
- Google Shopping campaign management.
- Gmail ads.
- Local Services by Google.
Our PPC consultants also collaborate with content strategists to help improve the Quality Score of each ad landing page. A strong Quality Score is the result of relevant, keyword-optimised landing page copy, and it can help you win bids at a lower CPC. We also ensure that landing page UX is optimised to convert site visitors.
Alphabet-owned Google and YouTube
occupy an estimated 23.1%
of all ad spend,
digital and traditional.
Social Media Ads
Brafton offers social media ad management at a rate of 3 units per ad for up to $1,000 in ad spend. Any managed spend above $1,000 is custom quoted. As part of our services, a social media consultant will work across social networks to home in on target audiences and maximise the performance of your campaigns. We also provide reporting and one custom image per ad. The social media ad networks we support include, but aren’t limited to:
- Facebook Ads.
- Twitter Ads.
- LinkedIn Ads.
- Instagram Ads.
- YouTube Ads.
- Pinterest Ads.
- Snapchat Ads.
At Brafton, our PPC consultants manage and optimise ad spend across retargeting networks to help you get your ad content in front of potential customers. We use platforms such as AdRoll to support your remarketing efforts and drive up conversion rates.
Paid syndication extends your content across third-party sites, helping to get your brand’s messaging in front of a larger audience of web users. Our PPC consultants leverage networks such as Taboola and Outbrain to get your content listed on other websites so that you can tap into their existing audiences.
Brafton’s full-service video team can script, produce, shoot and edit video ads that demonstrate the value of your products and services. Our PPC managers can then help you distribute the ad across relevant channels to maximise exposure.
À la Carte Services
Just because it isn’t referenced on this page doesn’t mean we can’t do it. Our comprehensive portfolio of marketing services and flexible pricing models makes it easy for us to deliver à la carte services that include, but aren’t limited to:
- Custom PPC reporting.
- Meta description optimisation.
- Ad landing page optimisation.
- Ad design.
- Text ad copywriting.
- Call-to-action marketing.
- Amazon ad campaigns.
- Bing Ad campaigns.
Paid Search vs. Organic Search
Both paid search campaigns and organic search campaigns, also known as search engine optimisation (SEO) campaigns, rely heavily on keywords to put their adverts in front of the target audience.
As the names might suggest, the primary difference between paid search campaigns and organic search campaigns lies in whether the business putting out the content or advertisements pays for them.
While organic marketing (such as SEO) can rely on a degree of luck and take time to generate ROI, paid search marketing is a very exact science and you can see the results of paid campaigns works almost instantly.
Organic search campaign assets typically consist of blog articles and web pages that are both optimised to generate a result when a user searches for the keyword(s) for which the article or page is optimised. An organic search result will appear somewhere in the middle of the search engine results page (SERP).
By contrast, paid search marketing appears as a search result at the top of an SERP with an accompanying indicator that it’s a paid ad. For example, a Google Ad will have a small “ad” box next to the left of the ad’s headline.