Why Google Ads?

Why Google Ads?

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 beyond Google

ppc ads

75% of web users say PPC ads
make it easier to find what
they’re looking for.

PPC beyond Google

Google Ads 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.

PPC ads on the right network are highly visible. A strategic PPC campaign can boost brand awareness, generate new business leads and contribute to higher conversion rates.

Our PPC consultants 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.

PPC consultants understand how to approach prospective customers at each stage of the buyer’s journey. Using intent-based keywords, data-driven bidding strategies and SEO best practices, consultants enable brands to make deeper connections with their customers.

Our PPC consultants specialise in:

Keyword analysis

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.

On-Page SEO Services

PPC bidding

PPC bidding

The bidding process can be complicated, and it takes careful consideration to ensure it works for your brand. Getting your ad displayed depends on your bidding strategy as well as the quality of your ads, your keyword targets and your Quality Score.

Your PPC consultant will keep a close eye on each of these aspects to give your brand the best opportunities to appear on the right network at the right time.

Creative copywriting

Creative copywriting

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.
marketing automation and content marketing

Landing page UX

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

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.

How PPC consultants support growth

expert consultants

Expert consultants help you
save money by improving the
quality of your ads.

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.


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

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.


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

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.

Almost all Americans (98%) switch between multiple devices every single day. PPC ads are 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 campaigns across all channels, 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.

Almost all Americans (98%)
switch between multiple
devices every single day.

Choose an agency with experience and expertise

Choose an 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 strategy.

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.

Learn more about our PPC
consulting services.

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