Google Ads PPC Consulting
Google Ads (formerly Google AdWords) is the platform that allows you to advertise through Google. The various types of ads include:
- Search Network ads: Appear on search engine results pages (SERPs) on Google and other search engines.
- Google Shopping ads: Photo-enhanced ads that direct people to your product pages from SERPs. Also called product listings ads (PLAs).
- Google Display Network ads: Distribute your ads across the web on a wide variety of websites.
Given that Google has, by far, the greatest search engine market share worldwide, a PPC campaign created for Google’s ad network is practically guaranteed to reach your audience.
With the help of a Google Ads specialist, you can be sure your PPC strategy is tailored to your unique needs, brand and audience.
PPC Consulting Beyond Google
Google Ads (including YouTube) is the most popular and well-known PPC network, but it’s certainly not the only one available, or the only one worth investing in. Apart from Google, businesses can also use eCommerce sites and social media platforms, most notably Twitter, TikTok, Snapchat and Meta’s suite. Amazon PPC campaigns are becoming increasingly favoured and it’s never a bad idea to put out a paid Facebook ad or two. If you’re in B2B, it’s also wise to consider putting out paid ads on LinkedIn.
Digital advertising isn’t even the future – it’s right now, and PPC ads on the right network are one of the best ways to make your brand visible and increase ROI. A strategic PPC campaign can boost brand awareness, generate new business leads and contribute to higher conversion rates.
Our PPC consulting team members are also well-versed in:
- Social media ads.
- Syndication, such as on networks like Outbrain and Taboola.
- Retargeting ads.
- Display ads.
When you work with a dedicated PPC consultant, you’ll have a partner who is determined to see your campaigns succeed. Our PPC specialists will work with you to understand your brand’s goals, mission, values and audiences. You will own your PPC accounts and we’ll take responsibility for strategy, implementation and management. You’ll benefit from our experience and expertise with a data-driven approach to decision making.
How PPC Works at Brafton
On the surface, PPC ads may look simple, but they are supported by complex and ever-changing bidding strategies and search engine optimisation (SEO) planning as well as creative copywriting and website UX design.
A PPC expert understands how to approach prospective customers at every stage of the buyer’s journey. Any PPC consulting service worth its salt recognises that a paid search campaign isn’t just about writing some copy and designing some graphics or making some videos: It’s about strategy, target markets, user experience and so much more.
By using intent-based keywords, data-driven bidding strategies and SEO best practices, consultants enable brands to make deeper connections with their customers and satisfy their needs.
As part of your PPC campaign, your consultant will conduct thorough keyword research and analysis, design the optimal bidding strategy for your business, determine how to enhance the user experience of the relevant ads’ landing pages and plan appropriate remarketing campaigns. Our team’s knowledge of SEO services also greatly contributes to the success of the PPC campaigns we formulate.
Our PPC consultants specialise in:
Keyword Analysis
Your keyword lists are the baseline of your PPC campaign. These lists tell your ad networks the circumstances in which you want your ad displayed. There are multiple types of keywords to understand, including:
- Negative keyword lists: The words that you absolutely don’t want to target.
- Branded keyword lists: The terms that include names specific to your organisation.
- Long-tail keyword lists: Multi-word phrases that target nuanced search queries.
Your PPC consultant will help you choose the most appropriate terms to include in your strategy using the latest keyword research best practices and advanced tools.
PPC Bidding
As with any marketing channel, you’ll need to consider your desired ad spend. With paid advertising, you’ll have to decide how much you want to spend on the bid for each ad — that is, how much you’re willing to pay to have the ad displayed when a user searches for keywords contained in the ad.
To determine the right bid cost for your ads, your consultant will investigate and factor in your competitors’ ad bids. Based on the chosen bidding spend, your PPC specialist will then help you figure out your appropriate PPC budget size
Creative Writing
Excellent ad copy is essential for getting the best return on investment in PPC. Even after you’ve mastered your keyword list and bidding strategy, it’s up to the searcher to decide whether or not to click on your ad.
The copy you include in your ad plays a huge role in enticing a user to click through to your website. Your Google Ad specialist will be able to craft compelling ad copy that draws readers in and encourages clicks.
They also understand how to utilise ad extensions to make your ad highly actionable. Ad extensions are additional opportunities to generate clicks. They appear as clickable links that display beneath your promotion. Some of the most common ad extensions include:
- Phone numbers: Allow mobile users to easily call your business.
- Site links: Bring users to specific areas of your site.
- Locations: Make it simple for users to enter your location into their favourite maps app.
- Reviews: Show off the positive feedback your customers have given you online.
Landing Page UX
Your PPC strategy must go beyond the ad creation and design. Your landing page has the power to make or break your campaigns, for several reasons.
First, landing page experience contributes to Quality Score. Your QS, in turn, helps determine when your ads are shown. Poor UX means your ads may be shown less frequently.
Second, the point of your ad isn’t to get someone to your site; it’s to encourage a conversion. The user won’t make that conversion if the desired action isn’t obvious, intuitive or easy to carry out.
Good UX for PPC ads means the landing page:
- Is relevant to the ad.
- Meets user expectations.
- Is easy to understand and navigate.
- Loads quickly.
- Looks good.
- Has a clear call to action.
Our PPC specialists work alongside our consulting, technical, editorial and graphic design teams to ensure your landing pages follow best practices and work seamlessly with your PPC strategy.
Remarketing, Retargeting and Syndication
It typically takes multiple touch points to inspire a conversion. Remarketing, ad retargeting and syndication through networks like Outbrain and Taboola are all additional opportunities to remind your audience of your brand and message.
- Remarketing typically refers to email strategy that targets people who have interacted with your site but have yet to convert.
- Ad retargeting using platforms like AdRoll will show users your ads that are most relevant to them as they browse the web.
- Syndication involves re-publishing your branded content on media websites to encourage readers to head back to your site and to expand your reach to broader audiences.
Major PPC networks reach millions of websites and apps. Our PPC consultants can help you find and engage your customers wherever they are on the web.
PPC Advertising Is Essential to Your Digital Marketing Strategy
Approximately 75% of web users say PPC ads make it easier to find the information they’re looking for.
Considering the positive impact PPC campaigns can have on your organisation’s digital marketing strategy, they should be an integral piece of your customer outreach.
Whether your goal is to spread awareness of your brand, drive traffic to your product pages or re-engage previous site visitors, PPC consultants can help you get there. At Brafton, our Promotions and Engagement Team provide your PPC management with support, shared expertise and responsive strategies.
Expert consultants help you
save money by improving the
quality of your ads.
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How PPC Consultants Support Growth
If you’re not careful, competitive keywords can eat up your marketing budget before you have a chance to reach your audience.
One of the primary reasons brands trust PPC consultants is for their ability to identify competitive keywords that have the potential to attract buyers without breaking the bank.
In addition to fine-tuning your bidding strategy, expert consultants help you save money by improving the quality of your ads. Ad networks use various signals to determine ad quality and reward optimised ads with lower cost-per-click (CPC) and better placement.
By aligning your paid and organic search campaigns, PPC strategists support your ability to appeal to customers who engage with your brand across channels. For instance, PPC ads can help your website gain traffic while you wait for your organic strategy to mature.
Why PPC Ads Are Essential to Your Business
Whether you’re in the B2B or B2C space, PPC ads can augment your sales strategy.
Key benefits of a managed PPC strategy include:
Brand awareness.
Lead generation and nurturing.
Customer engagement.
Conversions.
High-quality ads give you more opportunities to reach your goals. Dedicated consultants can ensure you target the right keywords and develop an optimised buyer journey. For example, consultants can improve conversion rates by pinpointing areas of improvement on your landing pages.
We Tailor Your Strategy With Data-Driven Insights
Custom reporting is critical to any PPC strategy. You can’t improve if you don’t know where you’ve been and where you stand today. Tailored campaign analysis ensures you’re on track to meet your goals.
Our dedicated strategists track and measure critical PPC metrics such as:
Click-through rate (CTR).
Cost per conversion.
Conversion rate.
Impressions.
Return on investment (ROI).
With rolling support from our consultants, you’ll receive monthly analytics reports and strategy updates. The ability to visualise your campaign results makes it easier to optimise your outreach efforts.
PPC is Perfect for Omnichannel Campaigns
The web is a big place. To get your brand’s messaging in front of relevant buyers, you need a digital marketing strategy that spans channels, platforms and devices.
Most people switch between multiple devices every single day. The beauty of a PPC ad is that it’s uniquely positioned to reach customers whether they’re browsing the web or using apps on their desktop or mobile devices.
Our PPC consultants can help you manage all the campaigns on your PPC account, including:
- Google Ads.
- Bing Ads.
- All major social media networks.
- Syndication networkers like Taboola and Outbrain.
In addition to text and display ads, our consultants have extensive experience working with shopping campaigns on Google and Amazon. Empower your e-commerce strategy by selling to customers directly from search results.
Measuring PPC Success
One of the biggest perks of PPC advertising is that its success can be measured using hard, precise data that leaves no room for ambiguity or uncertainty. Your PPC consultant will determine the success of your ad campaign using a host of metrics, including but limited to an ad’s:
- Clickthrough rate (CTR).
- Cost-per-click (CPC).
- Conversion rate.
- Number of clicks.
- Number of impressions (how many times the ad appeared).
Your consultant can set up your campaign to optimise for the metrics they think will measure the success of your campaign (based on its goals and targets) most effectively. In particular, your PPC expert can liaise with web developers to set up very specific user activity tracking based on what you and your team decide constitutes a conversion.
Another benefit of using PPC management services is that your campaign consultant can regularly tweak your ads and campaigns to increase their effectiveness. Based on your campaign’s metrics, your consultant will adjust various aspects of an ad or campaign (such as the bid cost or the ad’s copy) to improve its performance.
Choose a PPC Agency With Experience and Expertise
When intending to make a purchase, 65% of buyers click on paid advertisements. To reach those customers, you need an optimised PPC marketing strategy. Regardless of the industry our client is in, our PPC service will give you the results you desire.
Brafton’s experienced PPC consultants support your customer engagement and conversion goals with data-driven strategies, creative copywriting and expert management.
You own your accounts, and we’ll own your strategy. Get in touch with us today to learn more about how to maximise the results of your PPC campaigns.
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