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.
How PPC Works at Brafton
Digital ad networks extend to millions of websites and apps. To find the right customers and spread brand awareness across the web, Brafton’s expert strategists use keywords and relevant landing pages to target your ads.
PPC advertising platforms like Google Ads and Facebook Ads provide tools that our advertisers use to assign goals and the scope of your campaigns. A bike shop in Melbourne might limit the scope of its ads to local web users, while an e-commerce company would create multiple campaigns for various countries.
The price paid for each click is determined by an algorithm that considers multiple factors in a fraction of a second to determine cost per click (CPC). Bidding algorithms assess factors like:
Ad networks use various quality signals – some known, some unpublished – to set CPC and ad ranking. Ads with higher rankings are given a more favourable position on the page. The higher the perceived quality of an ad, the lower its CPC.
Brafton’s PPC managers help to augment the benefits of your search engine optimisation (SEO) strategy. For example, rather than waiting weeks or months for a newly optimised landing page to rank, Brafton can help you increase acquisition rates with data-driven pay-per-click marketing.
Why Is Pay-Per-Click Management Important?
Ad quality matters. Advertisers who follow community guidelines and best practices are able to rank higher and gain better placement on webpages. This is critical because dropping from position 1 to 3 can decrease your click-through rate by as much as 50%.
Our PPC experts provide you with support to tailor your campaigns for optimal results. A dedicated Brafton strategist can help you:
Find keywords your customers are searching for, and identify those most likely to attract site visitors.
Conduct Split Tests:
Use site traffic and visitor behaviour to optimise your sales funnel.
Determine the right mix of ad networks, including paid search and social media advertising.
Set competitive bids while keeping an eye on what your competitors are doing.
Write short-form ad copy that contains engaging calls to action.
Analyse Campaign Performance:
Report and review campaign metrics to continuously improve your PPC strategy.
Taking a data-driven approach, our PPC managers can responsively pivot ad spend across platforms to maximise your results. Monthly audits ensure you’re acting on the most relevant data.
As your organisation’s goals evolve, your strategist will align your PPC campaigns accordingly. For example, as your content marketing strategy increases unpaid organic traffic to your landing pages, your strategist might suggest shifting your spend to focus on a specific product or promotion.
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
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
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.
Retargeting and Remarketing Strategy
It can take 7 or more touches to generate a viable sales lead. Retargeting helps your brand connect with new and returning customers through repeated interactions with your messaging.
Using cookies and third-party user data, retargeting networks convert customers wherever they happen to be on the web. This strategy can help you find potential customers who have never visited your site by using look-alike audiences that demonstrate online behaviour similar to your target customers.
Brafton’s PPC consultants support your remarketing efforts on platforms like AdRoll. As your customers browse the web, they’ll encounter your brand via unobtrusive display ads, reminding them of your value proposition.
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.
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
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.
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
Visitors arriving at your site from PPC ads likely have commercial intent. To optimise your results, you need to have the resources to adjust and manage your campaigns responsively.
Brafton’s dedicated PPC managers support your digital advertising efforts with their expertise and years of experience. Get in touch with Brafton’s Promotions & Engagement Team to learn more about our PPC management services.