PPC Agency Hull

Our PPC campaign strategy for your business begins with a thorough and detailed PPC audit so that we can determine the optimal approach for your company and your business goals.

We then begin building your bespoke PPC strategy to target your desired audience and drive more traffic to your website.

Your PPC ads campaign strategy will include:

• A free PPC audit of your business

• Detailed competitor research

• Accurate audience targeting

• A straightforward ad spend plan and simple pricing

• A strategy for success specifically tailored to your industry and business

• Ad campaigns for various advertising platforms such as Facebook and YouTube

• Retargeting, search ads, and display campaigns

• Optimisation of conversion rates

• Business-centred reporting

• Full use of conversion tracking software

• Expert advice from our PPC services team and direct access to our PPC management team

All of our PPC campaigns begin with an in-depth analysis of how your keywords are performing in your online advertising. This is an important part of your campaign that will help us to understand which areas of your digital marketing we will most need to focus on.

As part of this assessment, we will pay close attention to your ad spend so that we can identify which ad groups and keywords are underperforming. We will then redirect your budget into areas of your ad campaigns that are performing well to maximise your return on investment.

By managing your PPC campaign strategy in this way, your PPC advertising budget will not need to increase in order to boost returns on your ad spend. Your budget will remain the same but will be invested in more profitable areas to drive sales.

We will also match your keywords with engaging landing pages and avoid irrelevant searches by using exact match keywords. This will improve your quality score early on in your pay-per-click advertising campaign and reduce your cost-per-click.

The first and most important goal of your PPC advertising campaign is to make sure that your target audience is finding your PPC ads on Google search results pages relevant to your products and services.

We then need to make sure that these customers are not only clicking on your ads but are also converting once they land on your website.

One of the ways that our PPC agency achieves this is through the creation of engaging landing pages with alluring graphics, informative content and a simple call to action to encourage your customers to convert.

During our competitor research, we will thoroughly analyse the successful elements of their Google Adwords campaigns and use this to inform our strategy to maximise conversions for your business.

All successful PPC advertising campaigns harness the power of display advertising to get your message out there and increase your brand’s visibility.

Using the Google Display Network, we can create banner ads, images, text, flash, audio and video to use on your campaigns across several advertising platforms such as social media sites, apps and websites.

The right way to use display ads

Display ads work best when they’re targeted to your specific audience. We can use them to re-engage with users who have shown interest in your ads but have not followed through with a conversion.

We can use display ads across different domains to target these previous visitors and encourage them to return to your site and convert.

Display ads are also very useful for targeting your existing customers with upselling so we can encourage them to upgrade their services or products. This will also keep your brand’s visibility high amongst existing customers and make sure that your business is still in their minds even after they have navigated away from the web page.

Display ads optimisation

One of the best ways to make your display ads campaign as successful as possible is for us to develop a strategy in which we target users that are similar demographically to your customers or share the same interests.

We achieve this by curating ad groups that are aimed at specific types of customers.

Some examples of the strategies we may use during your display ads campaign include:

• Managed placements – where we will target your ads to specific websites that are relevant to your products and services.
• Topic targeting – this involves identifying websites that match a key topic that is related to your business and then targeting ads to them.
• Affinity targeting – this strategy involves tracking users that have shown interest in websites that are relevant to your business and then targeting ads to them.
• Custom affinity targeting – where we will use in-depth data about users’ preferences towards certain places, apps and interests to further refine the affinity targeting in your display ads campaign.

How we measure a successful display ads campaign

When working for a client, we pride ourselves on our transparency and we will keep in close contact with you throughout your PPC advertising campaign. This will include detailed updates on the progress we’re making as well as information about the methods we’re using.

To keep track of how successful your display ads campaign is we use the Google Search Console and Google Analytics to monitor increases in direct and organic traffic, as well as your branded search volume.

The performance metrics that we will monitor include:

• Direct response – this tracks how many conversions take place when users have seen your display ads but then converted through other channels.

  We will also monitor the number of conversions that are happening when users have converted through other channels after clicking on your ads.

• Engagement – each time that a user clicks or expands one of your ads it is classed as an engagement. Engagement metrics track how often your ads are being engaged with and clicked on.

  We can also use this metric to monitor how many of these clicks resulted in a user going through to a landing page.

• Brand awareness – we will keep track of how many new users are visiting your website so that we can effectively judge how successful the display ads campaign is at generating traffic and increasing brand visibility.

To help us determine how frequently your ads are being seen we can also use reach and frequency metrics.

Retargeting is an important part of our PPC campaigns. Using data about the types of interactions users have had with your sites we can specifically target them with ads.

We will also collect data about the types of interactions they have with other sites that are relevant to your business and then use ads to retarget them based on this data.

The two categories of retargeting are:

• Off-site retargeting – we use this to identify users who have demonstrated similar interests to your existing customers by visiting sites that are related to your business.

  These users have not visited your site before and we encourage them to do so by using targeted ads on specific apps, sites and social media platforms. We can also look to target their searches.

• On-site retargeting – this is used to target users who have shown some previous interest in your business and have already visited your website.

  To encourage them back to your site and to increase conversions we can retarget them with ads related to products and services that they have shown interest in. We will also target the original routes that took them to your landing pages.

In a similar way that we create ad groups for display ad campaigns, we will also create groups of users as part of our retargeting strategy. These groups are curated based on the ways that certain users interact with your site.

Each group is then retargeted with ads that will encourage them to engage with your site and exhibit desirable on-site behaviours.

Some examples of retargeting groups that we may create for your campaign include:

• No-checkout visitors – these are users that visited your site but didn’t check out once they had added to their shopping cart. Retargeting them with ads can be very successful as they have already shown a high level of interest in your business.

• Existing customers – retargeting these customers is important to maintain their awareness of your brand and to encourage them to upgrade the products and services they have purchased through upselling.

  Retargeting existing customers will also involve cross-selling to them and raising their awareness of newer lines of products and services.

• Free trial and download users – retargeting can be used to encourage previous visitors to your site to upgrade to paid versions of free trials and downloads that they are currently using.

There are several different types of bid strategies that can be implemented as part of a PPC campaign. Through experience, we have found that fully automated bid strategies such as Target CPA (cost-per-acquisition) get the best results.

Rather than using individual keyword bids, this strategy allows us to set a target CPA for each campaign which Google will then hit for us. Using location, time of day, audience and device signals Google will then bid on high-value clicks.

Depending on your business’s profitability and targets we can assign different targets for different services, stores and product ranges to make sure that this strategy performs well for you.

PPC campaigns for YouTube are an effective way of engaging users when the versatile nature of the platform is truly taken advantage of. Users primarily visit the site to watch videos but PPC campaigns on YouTube are not limited to video campaigns.

We can use native discovery ads, instream videos, and banners and overlays to grab users’ attention and bring them to your landing pages.

To do this, we will match the context and aesthetics of your YouTube ads to your landing pages to ensure consistency across the board.

We will also use detailed analysis to determine if your video ads make sense without sound and are drawing users in within the first three to four seconds.

Although there may be less potential for conversions with YouTube users as they’re a top-of-funnel audience, we will experiment with different ads throughout the campaign to see which are most likely to drive traffic and sales.

We can develop specific PPC campaigns for e-commerce sites by using Google Shopping.

Google Shopping ads include an image of a product, its price and certain other features so that users who click on the ads already have a lot of information about the product before they land on your site.

You will only pay when a user actually clicks on one of your ads, and as these users are more likely to make a purchase than others it should greatly increase your returns.

The e-commerce ads that we create will feature details about current offers and sales, as well as other incentives. They will also be engaging and eye-catching to encourage as much engagement as possible.

We can develop specific PPC campaigns for e-commerce sites by using Google Shopping.

Google Shopping ads include an image of a product, its price and certain other features so that users who click on the ads already have a lot of information about the product before they land on your site.

You will only pay when a user actually clicks on one of your ads, and as these users are more likely to make a purchase than others it should greatly increase your returns.

The e-commerce ads that we create will feature details about current offers and sales, as well as other incentives. They will also be engaging and eye-catching to encourage as much engagement as possible.

During a PPC campaign, the clickthrough rate (CTR) is used to determine to what extent your ads, keywords and free listings are performing. To work out the clickthrough rate the number of clicks that an ad is receiving is divided by the number of times that your ad is being shown.

How much your PPC campaign costs will depend on many different factors including the requirements and goals of your business.

In order to determine if a PPC campaign will be profitable for your company, we will run a free PPC audit to see if we are able to give you a return on investment.

If we believe that we can increase your returns then we will also work to redirect your ad budget away from areas, queries and demographics that are not performing well and towards areas that are in order to increase profitability.

The difference between search engine optimisation (SEO) and PPC is that SEO is designed to earn organic visits to your website whereas PPC advertising is used to essentially pay for users to visit your website.