Certified Google and Microsoft Advertising Partners

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.

Why PPC Matters

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:

What is PPC Advertising?

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.

How a PPC Advertising Campaign Works pt. 1

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.

How a PPC Advertising Campaign Works pt. 2


Ad copy & other elements.

Bid strategy.

Calls to action (CTAs).

Landing pages.

How a PPC Advertising Campaign Works pt. 3

Here’s how these five elements work together to drive PPC ROI:

Step 1: Choose your keywords

Keyword lists determine the queries for which your ad will compete for a placement. These ensure your ads are only displayed to your target audience under the right circumstances. Your dedicated content marketing specialist (CMS) can conduct keyword research for your brand to identify the most lucrative opportunities.

Step 2: Create the ads

Ads often consist of advertising copy, and our top-tier writers are adept at crafting compelling copy and CTAs to include in your paid ad. PPC ads can also include images, GIFs and interactive elements like videos or forms. Our graphic designers know how to develop eye-catching, on-brand ad graphics. Finally, your ads may include extensions, such as phone numbers or location addresses that make it super simple for people to take the next step with your company.

Step 3: Optimize your landing page

The landing page that a user ends up on after clicking an ad will determine their next action. It must deliver on the promise in your advertisement. We take a multi-disciplinary approach to creating conversion landing pages, leaning on expertise from our writers, designers, consultants and web developers to ensure your page works properly, is mobile-responsive and is easy for visitors to interact with. The goal is to maximize the ad’s overall conversion rate and generate revenue from your paid media.

Step 4: Set your bidding strategy

Your bidding strategy, along with your keyword lists, is the biggest determinant of whether your ad will be placed in a SERP, social media feed and other locations. Your dedicated Brafton PPC specialist has experience creating bidding strategies that deliver results. Each PPC expert at Brafton knows how to analyze the progress of your PPC campaigns and make adjustments to get the most value from your ad spend.

Step 5: Review, report and repeat

Each time your ad is displayed is an opportunity to gather data about how people respond to your advertising messages. Your PPC manager will review your metrics on an ongoing basis, then deliver monthly reports to you and your team. Based on those reports, your Brafton team will suggest strategic adjustments to your PPC strategy.

How a PPC Advertising Campaign Works pt. 4

PPC advertising platforms like Google Ads and Facebook Ads provide tools for advertisers to assign goals and the scope of their campaigns. A bike shop in Brooklyn might limit the scope of its ads to local web users, while an e-commerce company could create multiple campaigns for various countries.

The price paid for each click is determined by an algorithm which 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 more favorable positions on the page.

Brafton’s PPC managers help augment the benefits of your search engine optimization (SEO) strategy. For example, rather than waiting weeks or months for a newly optimized landing page to rank, Brafton can help you increase acquisition rates with data-driven pay-per-click marketing.

Why is PPC Management Important? pt. 1


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.

Why is PPC Management Important? pt. 2

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 behavior to optimize your sales funnel.

Select channels:

Conduct a PPC audit to determine the right mix of ad networks, including paid search and social media advertising.

Optimize bidding:

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

Create copy:

Write short copy that contains an engaging call to action.

Analyze 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 maximize your results. Monthly audits ensure you’re acting on the most relevant data.

As your organization’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?

Paid Text Ads

Display Ads

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.

Shopping Campaigns

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

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.

Create my strategy and get pricing:

À la Carte Services

Social Media Ad 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.

Custom Reporting

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.

Optimize Your PPC Campaigns

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.

Not in the US?

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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