Laser-targeted paid ads make it easier for users to find the product or information they’re looking for — and they do wonders for brand recognition. Show your audience what they want to see with a targeted PPC advertising strategy.
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33% of people say
they click on paid ads
because they directly answer
their search query.
Why PPC Marketing Matters
Thanks to their high visibility, pay-per-click (PPC) ads are effective at driving website traffic, promoting brand awareness, converting visitors to customers and achieving other important digital marketing and sales goals.
In fact, 33% users say they’ve clicked on a paid ad because it directly answered their search query.
A PPC campaign offers maximum return on investment when it is guided by a clear strategy. Elements of an effective ad campaign include:
- Methodical keyword research.
- Engaging copy.
- Calculated bidding.
- Optimized 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 organization and its mission to maximize your results. We’ve worked with clients to build brand awareness, conversions and much more.
What is PPC Advertising?
PPC advertising is a digital marketing 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. Like most forms of click advertising, the goal of a PPC ad campaign – be it a display ad or a search ad – is partly to boost brand awareness and partly to generate new leads.
PPC ads typically live on a single platform, but retargeting tools make it possible to display ads to consumers across platforms based on their activity, such as if they’ve clicked on an ad previously.
Ads come in many shapes, sizes and formats. Text ads are the most common, and are the ones you typically see at the top of a search engine results page (SERP). Display ads can include product images, videos, user ratings and similar elements. They usually appear as banner ads in the margins of website content or social media networks.
A well-rounded PPC campaign may utilize multiple platforms for various purposes. A Facebook ad might target top-of-funnel blog readers whereas a retargeting ad might be geared toward people who have visited your site and added items to a shopping cart, only to abandon them there a few minutes later.
This is the beauty of a PPC marketing campaign: It’s versatile enough that it can be tailored specifically to your business needs for targeted results.
PPC marketing campaigns
are versatile enough
to tailor them specifically to
your business needs.
How a PPC Strategy Works
PPC campaigns are carried out on digital ad networks, which extend to millions of websites and apps. To find the right customers and spread brand awareness across the web, Brafton’s expert strategists help determine the right platforms for your brand and how to leverage them for the greatest impact.
There are several elements to every PPC campaign strategy, no matter the company, industry or objective of the ads:
Ad copy & other elements.
Calls to action (CTAs).
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.
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.
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.
How a PPC Campaign Affects Search Engine Optimization
While it’s natural to wonder whether Google PPC efforts will counteract organic efforts to boost search result placement, you don’t have to worry. Especially when your chosen PPC company also specializes in SEO services, these two kinds of marketing services can work in harmony.
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’s SEO services can help you increase acquisition rates with data-driven pay-per-click marketing.
Why is PPC Management Important?
Ad quality matters.
Advertisers who follow community guidelines and best practices can rank higher and gain better placement on webpages. This is critical because dropping from position 1 to 3 on your target SERP 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:
A good target keyword is applicable to your brand, has a high search volume and low competition. We take keyword research seriously, ensuring that you’re targeting the terms that will drive the targeted traffic you need.
Conduct Split Tests:
Use site traffic and visitor behaviour to optimise your sales funnel. A/B test your landing pages to find what your audience responds to best.
Meet your potential customers where they spend their time online. Choosing the right mix of ad networks, from paid search on Google or Bing to social advertising on LinkedIn, Facebook or Twitter, contributes to the success of your campaign.
Your dedicated PPC specialist will help you place competitive bids while keeping an eye on what your competitors are doing.
Clean copy is paramount in advertising of all forms. Our PPC team, in collaboration with our editorial experts, can write short copy that inspires action and engagement.
PPC management requires careful review of campaign metrics to see what’s working and what isn’t. Custom reports detailing key metrics help 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 Does Brafton’s PPC Management Service Include?
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.
Paid Text Ads
One of the most common paid ad formats, an optimized text ad helps customers find information relevant to their needs, whether they’re ready to make a purchase or still need to learn more. A Google Ad, or search ad, is an example of a text ad.
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 develop successful ads for your brand by:
- Crafting appeals that resonate with your target audience.
- Conducting keyword research.
- Empowering customers to take action through persuasive writing.
- Including valuable keywords naturally throughout your ad copy.
- Ensuring your ad copy aligns with your product landing pages.
- Optimizing your ads for mobile devices.
Display ads help you attract customers and promote your business through the Google Display Network, which reaches 90% of all internet users on YouTube, Gmail inboxes, a wide range of websites and more.
Using vivid imagery and optimized 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 really stand out.
Our PPC managers can build ads with Google’s AMP platform, which reduces file sizes for faster loading. That means higher viewability and higher click-through rates, which improves ad performance.
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 behavior 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.
Sometimes, waiting until a potential customer lands on your product page before you make your sales pitch is too little, too late. Today’s shoppers move between platforms seamlessly. Shopping ads help you appeal to your customers across platforms and devices.
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 PPC campaign to show off its 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 center. Your strategist can work with Google and Amazon advertising networks to get your products in front of millions of potential customers.
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.
Content syndication drives traffic to your site by giving readers a taste of the information you provide. This way, you can take advantage of third-party site traffic to expand your reach and visibility.
Brafton’s PPC consultants work with Taboola, Outbrain and similar networks to help your content reach a broader audience of potential customers.
À la Carte PPC Advertising Services
Add these Brafton services to your PPC management to increase your visibility and make continual improvements to your strategy.
Social Media Ad Management
Advertising on social media is a crucial strategy for brands today. More than half of all consumers find purchase inspiration through social channels.
Making connections through social media ads increases consumer trust in your brand and helps you build a loyal customer base.
The social media strategists at Brafton work across all major social media platforms, including Facebook, Instagram, Twitter and LinkedIn, to create attractive social display ads that fit naturally into your customers’ social feeds.
Marketing analytics drive superior growth.
Your PPC strategist will support your efforts with a deep dive into your strategy, results and tactical next steps. Tailored reporting helps you visualize what’s driving growth so you can maximize results.
Continuous reporting ensures your growth is sustainable. Actionable insights provided by your PPC strategist help you plan your campaign with confidence.
Optimise Your PPC Campaigns
Visitors arriving to your site from PPC ads are much more likely to have commercial intent than organic visitors. To optimize your results, you need the right resources to adjust and manage your campaigns responsively, provided by the right PPC management company.
Brafton’s dedicated PPC managers support your digital advertising efforts with their expertise and years of experience. But we’re not just a PPC agency. We’re a full-service digital marketing company that can integrate your PPC ad campaigns into an overall marketing strategy.
Get in touch with Brafton’s Promotions & Engagement Team to learn more about our PPC management services.
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