Why PPC Matters

Why PPC Matters

Thanks to their high visibility, pay-per-click (PPC) ads are effective at driving web traffic, converting visitors to customers and achieving other important sales goals.

PPC campaigns offer maximum return on investment when they are guided by a clear strategy. Elements of an effective campaign include:

  • Deliberate keywords.
  • Engaging copy.
  • Calculated bidding.
  • Optimised landing pages.
  • Performance analytics.

Brafton’s dedicated PPC strategists can support your ad campaigns with shared expertise and responsive action. Acting as an extension of your digital marketing team, our expert strategists learn about your organisation and its mission to maximise your results.

What is Pay-Per-Click Advertising?

What is Pay-Per-Click Advertising?

PPC advertising, sometimes called PPC marketing, is a digital advertising model in which advertisers only pay when someone clicks on their ads. It is most commonly associated with paid search advertising, but is also used on social media platforms.

There’s a variety of ways to create a PPC ad, and several platforms to use. PPC ad types include:

Paid text ads

Paid text ads

One of the most common paid ad formats on the Google Search Network, optimised text listings help customers find information relevant to their needs, whether they’re ready to make a purchase or still need to learn more.

Paid search Google ads show up in search engine results pages (SERPs) for relevant queries. They can also be used on Bing’s ad networks and other search engines.

In addition to Google SERPs, the Google Search Network allows your ads to be shown on search results on other Google properties (such as the Google Play Store), as well as partner websites.

Text ads can include ad extensions, such as phone numbers, site links and user reviews, to make the result more valuable to the searcher. This type of PPC ad is often used to target prospects who are either in the consideration or purchase stage of the sales funnel.

Display ads

Shopping ads

How a PPC Advertising Campaign Works pt. 4

Social media ads

Social media ads

Social media platforms like Facebook, LinkedIn and Twitter have their own systems for showing ads to users. Advertising on social media is a crucial strategy for brands today. Approximately 37% of consumers find purchase inspiration through social channels.

Succeeding with social media ads depends on targeting the right audiences and using eye-catching imagery and copy. Social media platforms like Instagram and Snapchat offer unique ad options, such as:

  • Stories ads: Ephemeral ads that last for 24 hours.
  • Collections ads: Curated batches of posts that highlight products or services.
  • Messenger ads: Appear in Facebook’s Chats tab of the app.

Content syndication

How PPC Works at Brafton

Why is Pay-Per-Click Management Important?

What PPC Management Services Does Brafton Offer?

Our PPC management services increase your ability to achieve your business goals. Let Brafton’s committed strategists help you oversee all the moving parts so you can focus on growing your business.

Copy for Paid Text Ads

Copy for Paid Text Ads

Brafton’s expert PPC strategists can help you write engaging headlines and description text as well as identify which ad extensions are right for each campaign.

Your strategist will help you to write successful ads by:

  • Crafting appeals that resonate with your target audience.
  • Empowering customers to take action through persuasive writing.
  • Including valuable keywords in a way that doesn’t look forced.
  • Ensuring your ad copy aligns with your product landing pages.
  • Optimising your ads for mobile devices.

Graphic Design for Display Ads

web design

Graphic Design for Display Ads

Using vivid imagery and optimised text, your ads can take the form of banners, sidebar ads, half- and full-page advertisements and many other sizes. You can even use animated GIFs to make your ads stand out.

Our PPC managers can build ads with Google’s Accelerated Mobile Pages (AMP) platform, which reduces file sizes for faster loading. That means higher viewability and higher click-through rates, which improves ad performance.

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Shopping Campaign Creation and Management

cart

Shopping Campaign Creation and Management

Brafton’s e-commerce PPC campaigns use product images, star ratings and similar ad extensions to encourage user engagement. For example, an e-commerce company hoping to raise brand awareness might run a Google shopping campaign to show off their new line of products.

When your customers search for a product they’re ready to buy, Brafton’s strategic shopping campaigns help to ensure your offerings are front and centre. Your strategist can work with Google and Amazon ad networks to get your products in front of millions of potential customers.

Social Media Ad Management

Paid Content Syndication Management

Paid Content Syndication Management

Augment your digital marketing strategy with syndication networks. By extending your content to third-party sites, your messaging can reach potential customers on millions of websites.

Brafton’s PPC consultants work with Taboola, Outbrain and similar networks to help your content reach a broader audience of potential customers.

Social Media Ad Management

social consulting

Social Media Ad Management

Making connections through social media ads increases consumer trust in your brand and helps you build a loyal customer base.

Your social media strategists can work across all major social media platforms, including Facebook, Instagram, Twitter and LinkedIn. They can help you to create attractive social display ads that fit naturally into your customers’ social feeds.

Custom Reporting

Custom Reporting

Marketing analytics drives superior growth, which is likely the reason analytics spending is expected to increase by 200% over 3 years.

Your PPC strategist can support your efforts with a deep dive into your strategy, results and tactical next steps. Tailored reporting helps you visualise what’s driving growth so you can maximise results.

Continuous reporting ensures your growth is sustainable. Actionable insights provided by your strategist can help you plan your campaign with confidence.

Optimise Your PPC Campaigns