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

Display ads

Display ads differ from text ads in that they are much more visual and come in a variety of shapes and sizes. They’re seen on the sidebars of websites, banners at the top of pages and interstitial ads shown before an article or landing page fully loads. They can also incorporate rich media, such as videos, clickable links or forms.

Display ads on the Google Display Network help you attract customers and promote your business to people watching YouTube videos, checking Gmail or visiting websites connected to the network, which reaches 90% of all internet users.

Other display ad networks include Facebook’s Audience Network, Apple Advertising and Verizon Media Native. Display ads are typically considered to target top-of-funnel consumers, and are excellent for expanding your reach and building brand awareness.

Shopping ads

Shopping ads

Sometimes, waiting until someone lands on your product page before you make your sales pitch is too little, too late. Today’s shoppers move between platforms seamlessly. Shopping campaigns help you appeal to your customers across platforms and devices.

Shopping campaigns use ads for specific SKUs that you offer. They include images, product titles and descriptions, and prices.

Shopping ads can be used in a variety of networks, including the Google Search Network, Bing Shopping and Amazon Advertising.

shopping campaigns

Video ads

Video ads

Video ads can be used in a variety of platforms, though the most popular network for this type of PPC ad is YouTube, which is part of the Google Display Network. There are several ways to use video ads, including:

  • Discovery ads: Appear in YouTube’s search results.
  • In-stream ads: Skippable videos before a viewer’s chosen video begins.
  • Preroll ads: Non-skippable videos before the video begins.
  • Bumpers: Quick, 6-second ads that play before the video starts.

Beyond YouTube and the Google Display Network, video ads can be used on Hulu, AOL and other networks.

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

syndication

Content syndication

Content syndication drives traffic to your site by giving readers a taste of the information you provide using platforms like Taboola and Outbrain. This way, you can take advantage of third-party site traffic to expand your reach and visibility.

Paid content syndication gives you the opportunity to promote branded content, such as articles or case studies.

Retargeting

Retargeting

PPC ads typically live on a single platform, but retargeting tools make it possible to retarget consumers across platforms, giving them more opportunities to interact with your brand. Retargeting promotes brand awareness and recognition by showing your content to the same audience multiple times as they engage with content online.

Retargeting campaigns can also expand to remarketing campaigns, which primarily use email to follow up with customers who have engaged with your ads or website but have not yet made a conversion. For example, a remarketing campaign might include emailing someone about a product they’ve viewed, clicked on or added to a shopping cart.

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:

The performance of past ad campaigns.

Keyword relevancy.

Click-through rate.

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:

Research keywords:

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.

Select channels:

Determine the right mix of ad networks, including paid search and social media advertising.

Optimise bidding:

Set competitive bids while keeping an eye on what your competitors are doing.

Create copy:

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

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.

Retargeting and Remarketing Strategy

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

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.

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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

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.

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