PPC Agency Manchester

Pay per Click (PPC) is a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked on. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically through SEO. Search engine advertising is one of the most popular forms of PPC, as is social media.

In order to determine if PPC is right for your business the first thing that we will do is run a PPC audit. During this audit, we will have a look at the keywords on search engines that will most likely generate sales for your business. We will be able to see if the search volume is there as to justify a campaign, and then calculate if we will be able to generate you a return on your PPC investment.

A PPC campaign from Gorilla Marketing will include a full initial analysis of how each individual keyword is performing, as well as ongoing refinements and optimisation. By eliminating wasted spend on underperforming keywords, campaigns and ad groups, and re-investing that spend in more profitable, responsive areas of the campaign, we can often quickly turn around the performance of a campaign without requiring any additional ad budget!

Using the above automated bid strategies will assist with this as bids will be automatically decreased if performance isn’t there, rather than manually change the bids once a week as is being done now. There are two strategies we would recommend to improve Quality Score and decrease Cost Per Click which are easy enough to implement in the early stages of a campaign review:

• Improve keyword matching with landing pages
• Use exact match keywords where possible, not picking up any irrelevant searches

By optimising a campaign and making it as lean and economical in the early stages of our services, it puts our clients in an strong position to test and explore new PPC strategies during future months, taking their campaign to a whole new level!

Enhanced CPC is a bid strategy whereby you set a manual bid per each keyword and it allows Google to increase or decrease that bid based on their “opinion” of a high value click. This bid strategy is great but, we see the best results using full automation bid strategies – preferably Target CPA (tCPA).

This bid strategy doesn’t use individual keyword bids, instead we set a target CPA per campaign and Google hits that CPA. Also, with full automation Google uses device, audience, location and time of day signals to bid on high value clicks. We can set different targets for different stores, product ranges, services and more depending on the profitability and targets of each individual client.

The best-performing clients that we manage use fully automated bid strategies and pull margin data in from their back-end sales systems to Google Ads which inform the system to go after high margin users.

One concern we hear all the time from clients is that they don’t want to give Google control. We have been through this too, but after launching fully automated bid strategies for accounts which spend £35 million per year to accounts that spend £300 per month, we have the results to prove their success!

Display advertising is a form of PPC that allows advertisers to use images or banner ads to communicate their message and spread brand awareness. In terms of digital marketing, display ads are the closest strategy to traditional advertising techniques like flyering. It is used on websites, apps and social media sites using banners or other formats that include text, images, flash, audio and now video.

Advertising networks such as the GDN (Google Display Network) can be used to run the display ads and according to Google, their network reaches 92% of internet users across 2 million sites.

The Display Network is becoming increasingly advanced and marketers have many opportunities to reach customers and target ads to specific audiences based on the content of a website or the behaviour of users.

Display ads can be used to bring back previous visitors that may not have completed conversions or other desired actions. This is known as a remarketing strategy and can be used cross-device as well as cross-network. This means a user may visit your site on their mobile phone but will later see your display ad on Facebook when using their desktop device.

Another way to use display ads is to upsell to current customers. Advertisers can encourage customers to upgrade their product and service. It can also be used to keep your customers up-to-date with your website and remind them of your brand. This is crucial for creating and retaining repeat customers.

In order to implement an effective display advertising campaign, you need a solid strategy to target users who are share interests or similar demographic information with your current customers. To make the most of Display ads you should create ad groups. Targeting methods should be set up in multiple, separate ad groups so you are able to modify/ However, if your aim may be to reach as many potential customers as possible then you may not focus as much on targeting as it could reduce the overall potential reach. Here are some combinations to consider using with GDN:

• Age + Gender + Affinity Audience. Affinity targeting matches your ads with users who visit similar sites concerned with the same topic of interest.
• Managed Placements. Controlling the websites your ads are seen on and is the most direct way to target websites that are relevant.
• Topics + Affinity Audience + Placements. Topic targeting targets sites that match a particular topic. 
• Custom Affinity Audiences. This method is a more refined version of affinity targeting using a range of criteria including interests, URLs, places or apps.

A Display Advertising Campaign isn’t likely to result in direct conversions and therefore needs to be measured in a different way. It is best practice to regularly check Google Analytics and Search Console in order to monitor increases in organic or direct traffic and organic branded search volume. The performance metrics you should pay attention to include:

Brand Awareness. Metrics like ‘new site visitors’ can be used to judge how successful the campaign has been at increasing brand awareness and general traffic. Other things to consider are the impressions made and the reach and frequency metrics will show how many people have seen your ads and how frequently throughout the campaign.

Engagement. Engagement refers to the amount of interaction with your display advertisements. Engagements occur whenever a user clicks or expands your display ad. You can also gage an idea of the effectiveness of the campaign by seeing how many clicks went through to your website landing pages.

Direct Response. Direct response concerns the number of desired conversion actions taken whenever you display ads have been placed. You can track the contribution from display ads on conversions where the user has seen a display ad and gone on to convert through another channel. You can also track the contribution on overall conversions where users have clicked through to your site and then later converted via another channel.

Retargeting usually refers to online ad placement or display ads that target users who have visited or interacted with your site in a certain way. It uses information from Cookies in a visitor’s browser who may have clicked on a product on your website, or another measured action, and retargets them with specific ads based on interactions made once they have left your site. The targeting can be placed into the two categories of on-site and off-site interactions.

Off-site refers to the group who are yet to interact with your site but share similarities with your previous customers. You are therefore aiming to get these individuals to your site and making conversions. This may involve targeting their searches or you may target based on interactions on Facebook or online apps for example.

On-site is the category most associated with PPC retargeting as the individuals have previously visited your site and interacted with your products and services in some way. Retargeting them can increase interaction and retain the interest of an audience that has already shown some interest in your brand. You could target based on a certain product, on how they discovered your site e.g. social media or those on your email list who have shown interest but are yet to purchase anything or use your service.

Retargeting is often described as an under-used tool within the world of marketing and PPC. However, it is an important component to the content marketing mix and can contribute to achieving brand awareness, increased product knowledge and more closed deals or sales. An effective process would be to steer traffic to your content, cookie and then retarget the visitors with relevant and applicable marketing messages to encourage conversions.

If you are a digital marketer yet to attempt a retargeting campaign then you should seriously consider it as they demonstrate a higher engagement level than non-retargeting campaigns do. This is due to it being easier to successfully market to those who have previously expressed interest in your brand.

Third-party platforms such as Google AdWords Retargeting and Bing Ads Audience Targeting options can handle all of the technical aspects. In particular, Google AdWords presents numerous ways to target or retarget your specific audience by factors such as location and device, then measure the success of your ads and continue to test and improve based on the data from the results.

A word of advice though when implementing a retargeting campaign is to avoid stalking people! It is a common complaint of individuals who have been targeted that they feel like brands are following them around the web and this over-use of retargeting could give a negative impression. It is recommended that you set a frequency cap on your ads to only allow for a certain amount of impressions per day, week, or month.

Split testing is also recommended in order to see what converts best. You are able to change the rotation of the ads in the Campaign Settings on Google Adwords to ensure the ads are in a more even rotation. You should also create ad banners that vary in terms of colour, messages and sizes and make sure that they are refreshed often. This is even more important if you designate a long cookie life.

Another thing to think about is the landing page. The retargeting campaign may not be as effective as it could potentially be if the targeted traffic is sent to untargeted or irrelevant pages. You should ensure that you are sending the user to a landing page that has an obvious sales funnel in order to increase the likeliness of conversions.

They may have similar goals but there are some significant differences between remarketing and retargeting. The two campaigns aim to increase conversions and pay attention to individuals who are likely to buy from you but there are some important differences in strategies. Retargeting focuses on paid ads and can take a variety of forms as well as targeting a wide range of individuals whereas remarketing is generally more concerned with email campaigns and specific reach outs regarding specific interactions on your website. We are a Google Premier Partner and will be able to assist you with choosing and implementing the right strategy for you.

Before implementing a retargeting campaign, you must first develop a strategy. It is best practice for marketers to create lists according to the behaviour of users on your site. They can be as broad or as narrow as necessary:

Casual Visitors. A general campaign would target visitors who did not add any products to a shopping cart or interact with your offered services. This is also the broadest retargeting method and these visitors have the least potential when it comes to conversions. However, this strategy is an opportunity to convey that you are a reputable brand in your PPC ads.

Trial Download Users. Free trials and downloads made by users are considered to be mini-conversions and should ideally be targeted with messages regarding upgrading to the full version of the product. It is also possible to implement different ads as the trial period counts down. 

Visitors who didn’t check out. Often visitors can put products in their ‘shopping cart’ when visiting a site but do not finalise the purchase. This can happen for numerous reasons including distractions, technical issues or a change of mind. There is little doubt that the user is interested in your product so it is worth investing in this retargeting campaign.

Existing Customers. Marketers should always give their existing customers regular remainders regarding products, offers and services. Targeting can be done to up-sell a product, meaning product upgrades or new versions, as well as cross-sell, this refers to complementary products. This strategy would retarget users who reached the confirmation page of your site. 

LinkedIn has become a household name across the country, with many employers now making a profile on the social media platform a pre-requisite to employment. The social media platform itself has over 560 million active users on the site, which is roughly 8 times the size of the United Kingdom’s population; any marketing professional could tell you that 560 million is a large audience to potentially advertise to, but the problem is how to reach these possible customers effectively. Without the proper management and understanding of how social media advertising works, you may likely be spending excessive amounts of money advertising to people who have no interest in purchasing your product or service.

Although LinkedIn does have an advertisement targeting system in place to help their clients reach the audience they want to target, managing any social media advertising campaigns is often like taking on another job in and of itself. To be successful, social media advertising campaigns need to be constantly monitored, response rates thoroughly analysed and any conversion funnels fully optimised – all on a daily basis. Many people, especially small and local business owners, don’t have the time or resources spare to manage such a commitment, but in this day and age, an effective social media advertisement campaign is almost a necessity if you don’t want to be missing out on potential business opportunities. That’s why Gorilla Marketing are now offering a LinkedIn Advertisement Management service – a service designed to take the stress out of managing a social media advertisement campaign, all whilst still returning fantastic results and business opportunities.

Let’s break-down more specifically what you’ll receive when signing up to Gorilla Marketing’s LinkedIn Advertisement Management Service:

Expert Advice & Guidance. Gorilla Marketing are first and foremost a Search Marketing Agency with an enormous amount of experience managing the media advertisement campaigns of some of the largest brands in the United Kingdom. Having access to a team with so much hands-on experience will help your adverts become both unmissable and highly clickable.

Expert Techniques & Management. By deploying our highly skilled team of data-analysts, we will refine your social media advertisement campaign to identify what is, and what is not, working for you and your business. One way we will do this is by running splits tests on possible advertisement avenues, this will enable us to discover the best way of reaching potential business opportunities you may be missing out on. Importantly, by refining your advertisements we will cut the metaphorical fat from your campaign – which, ideally, will save you money in the long run. What’s the point sending out a bunch of adverts to people who have no need or interest in the product or service you are selling?

Access to a Team of Experienced Designers. As previously mentioned, the Gorilla Marketing team have a vast swathe of experience working with national name-brand clients. We have designed social media advertisement campaigns from the ground up for these companies, producing adverts that are aesthetically appealing and most importantly highly engaging. These same designers will work tirelessly on your social media advertisement campaign in order to ensure your adverts are eye catching and interesting.