Pay-per-click (PPC) advertising essentially means that businesses only pay each time a user clicks on an ad. This cost can vary substantially, from a few cents to a couple of dollars depending on many factors including the industry you’re in and the competition for your keywords.
Common forms of PPC advertising include Google Ads and Bing Ads. These search engines allow businesses to advertise on their search results pages, increasing a company’s brand awareness and enabling them to get in front of a substantial number of new customers. Companies will either ‘bid’ for key search terms or to appear on search engines, videos, webpages or social media platforms like Facebook.
One of the biggest benefits of PPC advertising is its reach. An average of 40000 Google search queries are performed every second. Incorporating Google Ads into your digital marketing strategy can dramatically increase your advertising reach. With Google Ads, you also get full control over how much money you spend and you only pay when someone clicks on your ad. Not only is the financial aspect of Google Ads flexible, but you can also turn the campaign on and off whenever you want to.
Google Ads is especially helpful for businesses that are just starting out, or those who require help to maintain website traffic during slow periods. It offers an advantage over your competitors if they aren’t using Google Ads. Meanwhile, if you aren’t running Google Ads and your competition is, you will definitely notice a decline in traffic.
Picking the right pay-per-click advertising solution is critical to getting better returns on your investment and achieving your marketing goals effectively. We specialise in helping our clients navigate the complexities of pay-per-click advertising. Here are just a few of the areas we can help you with in the wide world of PPC:
Formerly known as Google Product Search, Google Shopping allows users to research, view and purchase products. When an individual searches for a particular product, Google Shopping results appear both on the main search page and under the ‘shopping’ tab.
One of the significant benefits offered by Google Ads is its ability to increase website and store traffic, allowing you to get your products noticed and increase sales. Google Ads always provides up-to-date information as the information on Google Shopping is taken directly from the retailer’s website. Hand in hand with providing up-to-date information, Google Ads shows full transparency regarding prices, shipping times and information about the company.
It also allows customers to leave reviews which show legitimacy and quality and help you to gain and maintain customers. Your ads will appear when an individual’s keyword search matches your product. Having your products included on Google Shopping makes information about the product easily accessible to potential buyers. Having information readily available puts you ahead of competition who may not be utilising Google Shopping features.
Bing Ads is often overlooked in favour of Google Ads, however, it offers many of the same advantages of Google Ads and some that Google can’t match. Here’s why investing some of your marketing budget into Bing Ads can prove beneficial to your business.
Bing Ads offers increased visibility, reaching a diverse audience with less competition. An estimated 63 million internet users still prefer a search engine other than Google, so Bing Ads provides you with the opportunity to reach a substantial number of potential customers.
It's cheaper, sometimes by up to 70 per cent, and helps you tap into a more affordable advertising avenue. It also allows advertisers to target a range of audiences using different devices and operating systems.
Google Ads is split into two sections – the search network and the display network. While search network advertisements appear as text ads on the top of search engine results pages, display network advertisements are image-based ads and banners.
Google Display Ads are designed to help you reach potential customers across platforms such as blogs, news websites, Gmail and YouTube with targeted advertisements. Display Ads are graphic content, which allows you to design them with your brand image in mind through the use of colours, text, images, animation and videos.
Display ads are also a great way to build brand awareness as they are generally found on websites that potential customers browse frequently. You also don’t need copious amounts of money to invest in Google Display Ads, making them perfect for new businesses or more established businesses that are looking to extend their reach. They give you the ability to view reports to track the number of clicks and impressions they receive and the average cost per click. This allows you to determine the effectiveness of your marketing campaign and make changes and improvements accordingly.
Google Ad remarketing allows advertisers to show targeted ads to people who have already visited their website. These can appear while customers are searching the web, browsing other websites or watching YouTube videos. It is the perfect way to direct users back to your website, maintain customers and encourage your audience to make purchases.
Remarketing boosts visibility, ensuring your brand stays top-of-mind. It also offers increased brand recognition and enhances your brand’s reputation, meaning customers are more likely to purchase from your business. It fosters customer connections by allowing interaction with past clients and is cost-effective, making it an efficient marketing strategy.
Local search ads allow businesses to be featured in the location-based section of a Google search. They are a way to ensure your business is visible to users seeking a service in a particular area.
Local Search ads amplify traffic by targeting nearby potential customers, increasing your chances of gaining customers. They highlight reviews, establishing credibility and building trust, which are vital factors for enticing customer engagement and encouraging people to purchase your products or services. Local search ads also link back to your website in order to provide up-to-date information regarding location, opening hours and address. Additionally, the Google Guarantee checkmark enhances legitimacy by showing users that your business has been ‘recommended’ by Google.
YouTube is the world’s second most popular website, with around 2 billion logged-in users each month. Creating tailored video advertising content is one of the most effective ways to market your business to potential customers. With six main formats, YouTube ads allow businesses to create advertisements that suit their goals, products, and budgets.
YouTube Ads enable powerful audience engagement, forging a personal link between brands and potential customers through captivating video content. Compared to simply viewing a banner advertisement, YouTube ads leave your audience feeling more affected and connected. The ads also offer precise targeting options, reaching audiences based on demographics, interests, and more. With access to over two billion users monthly, YouTube expands business reach across demographics, making it an essential platform for businesses both big and small.
In-app advertising has become a popular way for brands to advertise to a wide audience. It is a popular monetisation strategy for app developers, who get paid to include ads in their app.
App Ads serve as an effective way to engage with smartphone users, leveraging deterministic data for precise targeting and demographic insights. This data-rich approach, drawing from location, browsing history, and purchases, facilitates tailored ads, resulting in superior conversion rates.
In-app ads boast a remarkable click-through rate of 0.58%, more than double that of web ads. With immunity to ad blockers, they guarantee visibility to over 75% of users who utilise ad blocking. In-app advertising is worth the price tag, ensuring increased brand exposure and leading to boosted sales.
Keyword research involves finding and analysing specific search terms that people enter into search engines for SEO purposes. Along with specific search queries, keyword research identifies the popularity of these queries, the ranking difficulty and more. It gives you an insight into what your target audience is actually searching for and which keywords to target.
Our process of keyword research involves first learning about your brand and researching keywords relevant to your business. We then compile a few lists of relevant keywords and create ad copy based on them to give you the best possible ad score. The better the ad score, the better the ad is to perform and outshine your competitors.
Conversion tracking shows you what happens after a customer interacts with your ad, such as whether they purchased a product, subscribed to your newsletter, or downloaded your app. It helps you identify which keywords, ad groups, and campaigns are most effective at driving valuable customer activity. Budget management goes alongside conversion tracking and involves managing how much you’re spending on your ad campaigns.
Here at OMDIGI, our team is trained to set up and track conversions for your business and website. Our conversion tracking specialists are able to set up conversion settings on a wide range of platforms including Google Ads, Microsoft Ads, Facebook, Instagram, Linkedin, and Google Analytics.
We’ll also provide you with feedback on how to streamline your website to generate more conversions. When it comes to budget management, you’re always in control. You let us know how much you want to spend on a platform and we’ll ensure we don’t exceed your budget. We’re in your accounts every day, reviewing and tracking how your campaigns are spending and making adjustments as necessary.
Competitor analysis involves identifying competitors in your industry and researching their marketing strategies. This information serves as a useful point of comparison to identify your business’s strengths and weaknesses compared to your competitors. Armed with this information, you can then refine your own marketing strategies to gain an edge over your competitors.
When conducted by a professional team, competitor analysis allows you to continuously optimise your campaigns for better results and stay ahead of industry trends. Our expert OMDIGI team uses advanced tools to spy on what your competitors are doing, such as what display ads they’re running and what keywords they’re likely to be bidding on. This information provides valuable insights into their marketing strategies and helps identify opportunities to improve your own strategies.
A/B testing involves splitting your audience to test variations on a campaign and determine which performs better. To conduct A/B testing, you’ll need to create two different versions of the same piece of content, each with one aspect changed. You’ll show these to two audiences to determine which one performs better.
Using the results of A/B testing to alter your campaigns improves your content engagement, reduces bounce rates, and boosts conversions. Reviewing campaigns often also gives you new ideas for ad copy, display ads, and keywords to bid on. You can use A/B testing to test anything, including landing pages, keywords, ad copy, and more.
We need to target your Customers at the right time. Some might be ready to buy right now and others are at the beginning of their journey.
Data helps us understand what keywords, messaging and emotional triggers result in capturing our conversions.
To get the most out of your spend, we need to constantly monitor and optimise our accounts. Our PPC team live and breathe our campaigns, monitoring keywords, bids and ongoing testing for improving performance.
You know that every day your account is getting you a little bit more than the one before.
We provide as much data as you need to understand and trust what we’re doing so you can focus on growing your business.
Our real-time dashboards give you a snapshot of what is happening and our regular WIPs ensure you are across everything that is happening and any observations that can provide valuable insights into your Customers.
Ready to see how your business can grow with Pay-Per-Click advertising and experience the benefits for yourself? Our dedicated team is here to help, committed to expanding your brand’s reach and driving more traffic to your website, all without breaking the bank. Get in contact with us today and unlock the secrets to achieving substantial growth for your business!
OMDIGI Group provide reporting dashboards that update live, as well as monthly commentary, detailed insights and opportunities for growth within your campaigns. Depending on your preference, we also offer weekly, bi-weekly or monthly catch ups to discuss the account with you. We aim to keep you well informed about the progress of your PPC campaigns, so our team is accessible for any questions you may have!
PPC, sometimes called SEM (Search Engine Marketing) can refer to a few different channels where your ads can appear to potential customers. The format of your ads could include search (text) ads, display ads and video ads on a number of platforms including Google Ads, Google Shopping, YouTube and Bing.
The answer to whether you choose Google or Bing for your PPC ads will depend on your business. While Google is the most well-known, there are certain markets that perform exceptionally well on Bing. The two often work well together and you may want to consider using a mix of Google and Bing ads. Come chat with one of our PPC experts and we can help you create a revenue-boosting strategy for your business.