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Your Guide Through The Digital Jungle
Gorilla Marketing have an in-house team of experienced SEO & PPC experts who thrive on helping businesses improve their visibility in the search engines.
Further to our services and the results that we achieve, we also pride ourselves on our communicative approach to project deliverables and efforts to help our clients understand the value that we provide.
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With over 30 trillion web pages in the Google index, getting your business easily found by potential customers is akin to being lost in the jungle. Meet the troop who thrive in that environment.
As we mentioned, PPC advertising is a form of search engine marketing in which search engines such as Google, Yahoo and Bing charge you, the advertiser, a fee every time a user clicks on one of your ads. Pay-per-click advertising is typically split into traditional search engine advertising (based around text ads) and display advertising (usually based around banner ads or image-based ads).
PPC can be used in a wide range of ways, from driving traffic and revenue to your site, to increasing brand awareness or even helping to shape public opinion of your business or brand. The structure of your campaign, from the initial ad serve to the final landing page click, will be determined by its end goal, and your target audience.
Depending on your business type, you could use PPC differently and for varying purposes. The main goals of running PPC marketing campaigns are:
To increase revenue
To generate quality leads
To increase brand awareness
Lead generation and increasing e-commerce sales are the two main objectives for businesses using PPC advertising. In the case of lead generation, your PPC campaign will aim to have consumers sign up for a service using their contact information. The insurance and legal industries are good examples of using PPC for lead generation.
The end goal for an e-commerce store would be for users to complete a purchase online. Running a PPC campaign can be lucrative if executed correctly. What’s more, it can also be thoroughly tracked, so you can see precisely how much you get back from your initial investment.
Understanding how the PPC model works is crucial to boosting your campaign’s performance and return on investment (ROI). Businesses often complain when they do not get the desired results from their PPC campaigns, and knowing how to use PPC effectively gives you a better shot at generating revenue and running a successful campaign.
The main players in PPC are the advertisers and the publishers (also known as the PPC network). Let’s take a closer look at each player’s role.
PPC networks will charge your business, the advertiser, a fee every time a user clicks on your ad. The amount you pay per click will vary according to the keyword you are targeting and the level of competition.
If several other advertisers are competing for the same keyword, the amount you pay for the keyword will be much higher.
Advertising space on Google’s search engine is limited, which leaves many businesses competing for the top spot. This is where the bidding process comes in, which we will cover shortly. For now, understand that many ads are competing for the same keyword.
Let’s take a closer look at the publishers’ role.
Publishers make their money displaying their ads on their PPC network. PPC ad networks include the likes of Google Ads and Bing Ads.
Publishers will share in the revenue generated when users click on the advertisements. The amount a publisher earns will depend on the ad the user clicked on as well as the average bid for the keyword that was targeted.
Advertisers often have the prospect of having their PPC ads appear on the PPC network or with one of their preferred advertising partners. These are known as display ads, and can deliver great results for more visual or eCommerce businesses.
It would be in your best interest if you better understood the PPC ad types and when the best time to use them should be.
Search ads are perhaps the most favoured PPC campaigns you will recognise on search engines like Google and Bing. For example, you will find ads displayed at the top of organic search results on Google’s search engine results page, allowing advertisers the chance to get a click.
How to Create a Search Campaign:
Log in to your Google Ad’s profile
Select the Campaigns tab from the left-hand menu.
Click on the plus sign (+,) then click New campaign.
Select your campaign’s advertising goal.
Choose a metric you would like to improve before clicking Next.
To add another goal, select “Add another goal.”
Use the “Delete” button to remove any existing campaign goals.
Choose the campaign type and click the Continue button.
About the Google Search Network
Your ads can be displayed on numerous search-related sites and apps through the Google Search Network. Advertising on the Google Search Network lets you have your ad seen next to relevant search results when a user selects one of your keywords in their search query.
About Display Expansion on Search Campaigns
Your search campaign’s Display Expansion can quickly help you improve your conversion rate on the Google Display Network by using your unspent search resources for the exact cost per conversion as a search. When consumers search for specific keywords or phrases, advertisers can target them with relevant text and image ads using the Display Expansion tool.
Display ads are advertising your products or services to consumers while they browse the web. If you want your ad to appear in front of your intended target audience that is actively looking for a related product or service, running a PPC display campaign is your best bet.
How to plan a display campaign
Always Plan Your Display Campaign: Planning your display campaign should be the very first step and perhaps the most crucial when considering your target goals. Consider what the target objectives of your campaign are. Are your objectives linked to generating new leads, increasing sales conversions, or perhaps brand awareness?
Target the relevant audience: It is essential to understand exactly who your target audience is. Google’s Display Network allows you to select target options to convey your message to your chosen audience and reach potential consumers.
Use Responsive Display Ads and Image Ads: Google Ads will actively assess whether responsive display ads, such as videos, or image ads will produce better results. Using both methods increases your chances of conversion.
Consider your Budget: Depending on your campaign’s goal, run display ad campaigns on a manual bid adjustment or use Google Ads’ smart bidding strategies. If your business focuses on impressions, consider using the Viewable CPM Bidding. Depending on your intended target, you have the opportunity to choose custom bids per ad group. Consider executing your campaigns using either Target CPA or Target ROAS.
Create a display campaign
Log in to your Google Ads account. On the page menu, choose the option “Campaigns”.
Click the plus sign (+) button to create a new campaign.
Choose your campaign goals from the list of “Goals”.
Change the campaign type to Display.
Name your campaign, and enter the relevant information about your budget, selection of languages, and which areas you are targeting.
Dynamic remarketing will be based on your choice in the “Targeting” section.
Next, select “Automated” to target with the broadest reach using Google’s machine learning for optimal results. This would apply to the data segments created from your existing data.
Change targeting to “Manual” in the “Audience segments” module before selecting the audience segments you intend to target. Select Done after manually choosing a list from the available checklists.
Once done, create your Display ad before you select “Create campaign”
Create and manage Smart display campaigns
Smart Display Campaigns use your assets, which are your website’s headlines, any images, metadata etc., to create responsive display ads, which is the default ad type you will find on the Display Network.
Targeting means adjusting your bids to reach a specific demographic. It also means setting keyword phrases for your campaign relevant to the target audience for the selected ad groups. To achieve this, set the Manual/Enhanced CPC or CPM Viewable bidding option.
Running a remarketing campaign means retargeting users that have visited your site before. This type of campaign is remarkably successful since users have expressed an interest in your product or service.
Your goal from the remarketing campaign is to re-engage the users, but who are they exactly?
Abandoned cart shoppers
Email list subscriptions
A user that has spent a specific amount of time on your website but did not buy anything
As part of a remarketing campaign, image ads will be shown to users when they visit Google Display Network-affiliated websites. You can select video or image ads in your remarketing campaign.
Dynamic Search Ads leverages the content on your website to automatically generate ad headlines and landing pages to target users’ queries. This leads to consistency between search terms, the ad, and the landing page.
E-commerce businesses typically benefit from dynamic search ads since they might have hundreds or thousands of pages. For example, if a user’s search query is red shoes, Google will match the query to a product on your page.
When creating a Display ad campaign, you would typically use negative keywords as an option in the settings. Google Ads can generate dynamic headlines and landing pages for you based on the ad text you choose.
Whether you are looking to drive additional traffic to your website or looking for an opportunity to expand, a display ad campaign can help your business achieve just that.
Like a search campaign, a Shopping Ad campaign allows ads to be displayed on various search engines. The difference is that shopping advertisements contain images of the products sold as well as the price, title, and description.
E-commerce companies like Amazon that offer physical products instead of services will use a Shopping Ad campaign to promote their products.
A Shopping Ad campaign can generate the highest revenue out of all the PPC campaign ads. Many consumers have all the information in front of them, the image and the price, which quickly leads to a sale. Therefore, the conversion rate for a Shopping Ad is quite high and these are exceptionally lucrative.
Regarding PPC campaigns, Google Smart Campaigns rely on Google’s algorithms. Formerly known as Google Adwords Express, the advertising work is done for the advertisers; however, advertisers have very little control over the process.
Using Keyword Themes
Keyword theme refers to a collection of related terms and phrases. Google advises advertisers never to use more than ten distinct keyword themes.
Instead, choose keyword themes based on your target audience. Which phrases and terms do you think they would use when looking for your services or products? Keyword themes are pivotal in deciding who sees your ads in Smart Campaigns.
When users click on your ads, Google will take them to a relevant page on your site. This would not be a landing page but rather a page that is relevant to the user’s query.
Setup and management
Log into your Google Ads account.
To create a new campaign, select “All smart campaigns” and choose “+ New Campaign.”
Follow the step-step instructions to complete creating your campaign.
Create Search campaigns
Google will provide you with a draft of written ad content which you would edit to suit your campaign or ad.
Choose the option “Radius Targeting”. These would be the areas (city, postcode) you are targeting.
Consider a daily spending limit best suited to your budget.
That is the end of the process. The only thing you would need to do is to wait for your account to be authorised. Google will then take it from there, displaying your ads in the targeted area and regions.
Local ad campaigns target consumers in specific areas and regions. This allows you to run your PPC ads on social media platforms and search engines for an area-specific audience. Your key focus for this strategy would be geotargeting and local keywords.
Create a Local campaign
Sign into your Google My Business Account connected to your Google Ads account.
To create a Local Campaign, you must set up Google My Business to meet the criteria set out by Google.
Google recommends targeting at least ten or more locations in a single account, and your campaign should not run longer than the stipulated 30 days. If necessary, you could also use the locations you’ve selected across other PPC campaigns.
Managing Your Local Campaign
Managing your local PPC campaign will take up much of your time, just like managing any other PPC campaign. When your ad is published, it will help users find your business by displaying your address, a map of your location and the distance to your business location.
Edit your Local campaign
Google has introduced a Google Ads editor that makes editing your local campaign incredibly easy. It is an essential desktop programme for running campaigns and making multiple changes to your campaign. The Google Ads Editor programme is designed to allow you to make several necessary changes to your Google Ads accounts without being online.
Using “Editor”, advertisers can now work on additional accounts simultaneously. Here are a few easy steps you can take to change an existing campaign:
To begin, go to Google Ads, then Google Ads Editor.
Once you’ve downloaded the programme, your Google Ads accounts must be downloaded from the Google Ads Client Accounts (formerly known as My Client Center).
You will find all of your Google Ad accounts here, the optimisation score of each account, statistics for the recent update, and any issues that your campaign may have encountered.
Import the information into Editor, and click “Open” after selecting the account you want to edit.
The Search Campaign box (top left navigational panel) allows you to search for a campaign by entering your campaign name.
To ensure that any edits made directly in Google Ads are transferred into Google Ads Editor, ensure the accounts are synchronised to take effect.
The benefit of using Google Ads Editor is that any changes you make can be done securely offline, but make sure the changes have synchronised. This also allows you to check your edits for any mistakes before publishing.
The Optimisation of Bids
Maximise Conversions Value is a default bidding strategy for all local campaigns. However, beforehand, familiarise yourself with automated bidding. The conversion value of a bid will automatically optimise the number of shop visits your campaign receives set within your daily budget.
Ensure that you have a conversion tracker installed with transaction-specific values.
In Google Ads, you may use the “Per Business Report” to see how many people have visited your store.
It would be best if you defined a conversion action for the shop-visit value to monitor the financial value of all the visitors to your store. However, you can also edit the value found under “Conversions” in the Tools menu and set it to the default value.
It is possible to utilise numerous ad groups to manage various assets, for example, when you wish to run an ad on a specific timetable. The amount of ad groups you may include in your local campaign is unlimited.
When you start using pay-per-click (PPC) marketing, the next important step is where to display your ads. The selection would rely on where you believe you have the best prospect of quickly finding your target audience and whether or not to employ SEO techniques.
You can choose several platforms that are best suited for your business needs. Among the most noteworthy are the following:
Google is the search engine most used globally, and the company has advertising platforms that allow users to search and display ads on the Google search engine and sites like YouTube. The keywords are among the most popular, though, indicating stiff competition.
Bing Ads allows you to display your ads on their search engine. Compared to Google, Bing has a lower level of competition which could see faster results at reduced costs. The difference is that Bing’s audience is not as big as Google’s, which potentially makes your PPC ads’ reach smaller.
Video ads have a significant impact and are becoming an increasingly popular form of digital marketing. It is estimated that 85% of businesses sell their products and services using targeted video ads. In 2018, Statista anticipated that in 2022, the consumer traffic online would contribute to more than 85 per cent of online videos.
Paid video advertising is quite beneficial compared to organic video advertising. One distinct advantage is the capacity to display your ads in front of potential consumers unfamiliar with your brand.
Ad extensions are free text and image snippets that appear either above, below or next to your typical ads. Using ad extensions improves click-through rate (CTR) by boosting the size of your ad and delivering potential consumers with relevant information about your company, which makes them want to click on your ad.
Here is an example of the different types of Ad Extensions (explained further a little below):
Consumer Rating Annotations
Dynamic Sitelink Extensions
There are two primary forms of ad extensions: manual and automatic. You have control over the manual selection of targeted ad extensions, and search engines can generate the ad extensions automatically.
The benefit of using ad extensions is that they increase the click-through rate of the ad headline since these specific ads are more prominent and therefore more noticeable on search engine results pages.
Ensure that your Google Ads campaigns do not have automatic extensions enabled. Google’s algorithm automatically generates automated ad extensions, which the advertiser has little control over and will have no analytical insight into which ads have been shown.
One exceptional feature Google offers is app extensions or application extensions. This extension is better suited for businesses that want to prompt application downloads and user engagement.
Advertisers using call extensions can include phone numbers in their adverts, which produces higher click-through rates. Users can contact your business directly by clicking on one of the phone extensions. One advantage is that your business appears more credible due to the possibility of contacting you directly.
The call extension is one of the most considerable and frequently applied mobile Google Ads extensions.
This extension does not work on desktops or tablets. With call-in campaigns, Google, Facebook, and Instagram will only show ads using the call extension to users using a mobile device. But don’t let that discourage you from trying it in your campaigns! Mobile devices are the better-suited platform for businesses offering a service, including plumbers, locksmiths, and electricians.
The only way to display your telephone number and allow users to contact you through your Google display ad is with the call extension.
The primary reason for using a call extension is to drive calls. Google Ads and Google Analytics allow advertisers to tweak the peak days and hours to drive their call-in campaigns. If your business is closed on weekends, you can set the ads to be displayed during the week when your business is open to accept users’ calls.
Location Extensions are beneficial for the traditional business with a physical address. Google and Microsoft supply location extensions that show the company’s address. Your company must create and connect a My Business account to Google Ads.
The price is probably one of the most critical considerations when making a purchase. What more effective way to respond to an essential inquiry than to include the price in the advertisement? There are several Google Ads extensions you can use to accomplish this.
Using Google’s price extension, available on mobile and desktop advertising, is a terrific way to get users to click on your ad by offering them the cost beforehand. They show as a set of up to 8 cards that people can view to see different options and prices. From your price menu, people can go directly to the item of interest on your site.
The price extension is perfect for businesses offering services that include brands, events, services, and product categories.
The promotion extension allows businesses to showcase their current sales or specials. Users access the promotion page by simply clicking the promo ad. This extension can be automated and scheduled to activate or deactivate on specific days.
The promotion extension is a must-have for all businesses, especially those with seasonal promotions and specials. Under the primary ad language, this add-on notifies users if a shop is currently running a special deal.
Unfortunately, not all promotions are qualified for the promotion extension. Check Google’s requirements for the list of possible events to determine when the promotion extension is valid.
Consumer ratings are additional annotations enabling business evaluations based on various shopper surveys. This extension is exclusive to Google and stipulates that businesses have at least 30 unique reviews before it is displayed. This further creates credibility and trust in your industry.
Similar to consumer ratings, Google automatically uses Seller Ratings based on various consumer reviews and reviews from reputable websites. Google will show these ratings when a business has received at least 30 reviews with four or more stars during the last 12 months.
This add-on also takes the entire business process into account. Businesses that effectively use rating and review extensions implement strategies regularly soliciting consumer reviews and input. Search engines also have procedures in place to identify fake reviews.
A beneficial feature of the seller rating ad extension for any business of this process is the natural progression of ratings.
Many advertisers find it difficult to improve their CTR, especially when they’ve repeatedly re-written the content and ad copy with little success.
The Sitelink extension is a direct strategy to improve an ad’s click-through rate significantly. Several studies have shown that just adding the Sitelink extension can potentially increase the click-through rate of an ad by at least 7 to 8 per cent!
The Sitelink extension allows advertisers to link directly to the pages of an ad that they want consumers to see. This suggests that Google could include additional reviews on your site for using the Sitelink extension.
Google Ads creates dynamic Sitelinks based on user search behaviour. Suppose you are looking into buying a used car and have visited countless websites to pursue the vehicle you want. Eventually, Google Ads can produce a dynamic Sitelink for a relevant ad depending on the user’s online search behaviour.
If Google determines that users are searching for products or services, it will automatically publish related and relevant ads below your search. It will choose the terminology of the Sitelink and the page to which it will link. The purpose is to enhance ad relevancy and the user experience.
If you have established Sitelinks, Google Ads will not create a Dynamic Sitelink for you unless it deems it will perform better.
Landing pages are the most effective way to convert users since they deliver information about a specific offer or product. Keeping your site simple prevents readers from becoming distracted by multiple links that do not serve a landing page’s purpose.
As a terminus for web traffic, a steadfast landing page can potentially convert visitors into consumers when your ad shows a single offer.
What are the types of landing pages that can help your PPC campaign?
A landing page’s primary objective is to gather leads using a data collection form marked as a lead generating or a lead capture page. These landing pages can be used at any point in the sales cycle, but they are far more effective when consumers are halfway through assessing your products or services to complete the purchase or move on from the deal.
It clearly defines both the request and the potential reward to your user simultaneously. The reward refers to the specific offer you are advertising to capture leads, and the request connects to the data you are asking for in your form.
The request and the compromise have to be proportional to one another. Whatever services or products your business sells, it better be beneficial for the buyer to provide you with their details so you can add them to your mailing list.
In contrast to lead-generation pages, click-through pages do not necessarily require a form. Instead, grab your users’ attention with great headlines, without any other distractions, since the point of a click-through landing page is to convert a lead into a sale.
For example, adding an ad to the shopping cart is standard practice for an e-commerce website. Think of the click-through landing page as the temptation aisle with delicious snacks on either side of you as you push your trolley to the checkout counter.
The primary objective of the click-through landing page is to capture the users’ attention with a product’s headline that could read, “Frequently bought together”, with an image of the product to entice them to add it to their existing purchase before clicking through to the shopping cart page.
You are no longer just generating leads through marketing with a sales landing page, and it is used towards the end of the sales funnel, where you must convince a consumer to make a purchase.
Creating the sales landing page applies perceptiveness and a comprehensive understanding of your business needs and where you are in the sales cycle. While it is utterly possible to oversell and lose the sale, it is also likely to undersell and lose the deal. Effective design and taking it back to traditional sales techniques are required.
The page length will be determined mainly by the complexity of your product and the amount of detail, and the value used to describe said product to your intended audience. No matter how long your sales pitch is, the purpose of the sales landing page is to encourage the user to click through and make the purchase.
Splash pages are the most rudimentary landing pages and can be used at any sales funnel stage. Splash pages contain minimal text, bold graphics, and a simple yes or no request.
Before moving to your website, request your user to verify a few details like their age or preferred language. This information is not about collecting data or generating any leads; instead, you are asking your user to provide you with basic information before they have access to your site.
Squeeze landing pages are designed to collect data like lead generation pages. However, unlike a lead-generation page, its only purpose is to collect email addresses for your mailing list.
These landing pages are quick and to the point, with main headings and little content. A clear call to action, such as “subscribe to our newsletter”, lets users know what to expect once they click through.
Pay-per-click advertising is beneficial to any business with any budget. While it is advisable to run your PPC campaign on a small budget if you are just starting, your business will see a return on investment if you understand and correctly set up your ads.
Monitoring your campaigns is the best action if your business does not have the resources to commit to sponsored advertising. Although PPC is cost-effective, you need to have a firm understanding of the workings behind it to prevent your business from potentially losing hundreds of pounds.
Countless analytic tools can assist you in judging the effectiveness of your campaigns and help you determine where best to allocate your time and resources. Which tools are recommended?
Google Analytics is perhaps the best free tool to help you keep up-to-date with how your PPC campaigns are performing in Google Ads.
Additionally, use Google Analytics to measure the cost per click, conversion rate and sales.
Using WhatConverts with Google Analytics, you can get a firm overview of where your sale leads are coming from. WhatCoverts also allows you to search phrases and trace calls, it sounds bizarre, but it is an effective tool to measure your campaign performance.
Using this data will ultimately help you make an informed decision regarding the best way to spend your budget moving forward.
One of the main positives of using PPC is the fantastic targeting options. Any business hopes to advertise to its intended target audience. Advertising applications like Google Ads allow you to target consumers based on age, gender, demographic, and location.
PPC enables you to reach consumers that wouldn’t necessarily inherently find your business, which is terrific for brand awareness and exposure. Running PPC advertising means harnessing massive audiences that actively use platforms like Google, Instagram, TikTok, and Facebook.
Brand awareness ads don’t try to boost sales but also tell your audience who you are. This can easily be achieved using image and video ads.
It is also important to note that your sales-driven activities push brand awareness. Just because consumers do not follow through on a click directly, who is to say that they are not saving up for a product or service?
If you are wondering which key metrics to use to measure the success of your campaign or ads, the following are the most common:
Impressions are the number of times consumers see your ads. Even though this information is practical, it does not indicate whether or not your ad has been effective.
To get an accurate picture of your ad’s performance and how you compare against your competitors, look at your impression share.
It is calculated by dividing the number of impressions you obtained by the number of available impressions. The total amount of available impressions is subtracted by the initial number of impressions you received.
Click-through rates (CTR) signal how many consumers saw your ad and clicked on it. You can easily calculate the CTR by dividing the total number of impressions by the total ad clicks.
You can evaluate the ad content and performance by examining CTR, which tells you whether or not consumers are clicking on your ads.
However, CTR isn’t the only consideration when assessing your campaign’s success. Your ad campaign could acquire a remarkable CTR, but it’s not effective enough if consumers are not converting to sales.
Conversions are possibly the most critical indicator that allows you to track what ad is generating revenue instantly.
However, conversions will not be the same for every business; it depends very well on your industry and business module. Conversions can be form submissions, phone calls, app and extension installations, as well as direct buys for e-commerce enterprises.
Conversions and revenues are fantastic, but you may want to review your PPC marketing strategy if your margins simply aren’t there.
Your return on ad spend will be the difference between the amount of money you’ve already spent and the money you’ve accumulated from advertising.
Maintaining track of income as a proportion of your ad expenses is essential. Divided by the amount of money you may already spend on advertising, we come to every business’s bottom line: the return on investment (ROI).
This system of measuring your campaign can estimate whether your ad expense is fulfilling the expected value – particularly when your campaigns develop and grow in size.
From a business perspective, return on ad spend (ROAS) is perhaps the most significant indicator of how your business invests in advertising. With artificial intelligence and automated marketing technics becoming prevalent in today’s market, this may significantly impact your campaign’s success.
The most crucial step for search ads is monitoring which phrases and terms trigger your advertisements, removing those irrelevant or not working for your campaign, and taking it back to conducting keyword research relevant to your industry.
Whilst all the metrics listed above are vital in measuring the effectiveness of your PPC campaign efforts, dig a little deeper into your ad accounts, remove what is not working, and concentrate on what is.
Google Analytics is the most widely used and popular analytics software for pay-per-click marketing. It gives you a consolidated idea of all the traffic coming to your site, including relevant data such as unique visitors, the bounce rate, and goals your site has completed. This information can give you insight into how each campaign on every platform performs.
Mixpanel is an analytics platform that performs slightly differently than traditional reporting systems.
Their theory rests on the idea that you can tell a lot more about a user based on the pages they frequently visit. With their tool, you can analyse how users interact with various sites. This helps advertisers understand user behaviour, identify trends, and helps you analyse how users would interact with your product.
A standout feature is that you can map and track how users use your website. It is an excellent analytical tool for anyone new to the world of PPC advertising because of its user-friendly interface and ease of use.
SpyFu is an extremely powerful tool in any PPC’s arsenal. Not only does it give you the ability to spy on your competitor’s ad history, budgets and more, it also doubles as an effective organic research tool. From setting up your PPC campaigns to carrying out keyword research, search ads’ history analysis and more, SpyFu is an essential part of most PPC campaigns we set up.