Is This Your First Time Using Google Ads?
If you want to quickly reach the most relevant customers for your business online in a measurable way, paid advertising or PPC is the marketing channel for you. Serving targeted adverts that you pay for to your ideal customers will help you to engage and convert your target audiences.
Pay-per-click advertising can be defined as one of the best and quickest ways of generating high-quality, targeted traffic to your website, helping you to increase conversions & transactions.
Let Nivo Digital help your business get more meaningful and relevant traffic with our PPC expertise. We are PPC management experts with a track record in achieving effective and meaningful results for our clients.
What is Paid Advertising?
PPC or Pay Per Click describes a way to market online using adverts placed on search engine results pages and social media websites. Advertisers pay a fee each time one of their ads is clicked on.
Paid advertising is a way of buying visits to your site, rather than attempting to “earn” those visits organically.
Search engine advertising is one of the most popular forms of PPC. Google is the most popular platform for advertising, but paid advertising is available on a number of other search engines and websites too.
How does PPC work?
Pay-per-click (PPC) advertising is a broad category, which includes a wide variety of platforms and mediums. The important thing to know about PPC advertising is that you only pay when someone clicks on your ad (this is really why it is called PPC).
With a PPC campaign, you pay for your adverts to appear for the keywords and terms you bid on. When someone clicks on your ad, you pay a cost-per-click (CPC) from your budget. Each campaign you run is allocated with a set budget, which is usually for the month. This model is used by both Google Ads and Microsoft Advertising Platform (formerly Bing).
Different types of PPC ads
There are many ways to advertise your business online and it’s important to remember that different types of ads can help your business achieve a range of goals.
Imagine that each type of ad is a tool in a tool box. Using a combination of the right tools will help you to reach a specific set of customers online with the right message for them. Another combination of tools will help you to reach a different group. In that sense, the digital ad strategy a business should use will depend on what they want to achieve and who they want to reach.
We choose the right advertising models to achieve the goals you set out to accomplish.
Google Ads is the software we use to utilise the incredible reach that Google has. Because of this massive reach, Google Ads are the most frequently used way to advertise a business online through paid advertising. Microsoft Marketing Platform (formerly Bing ads) use the same methods to display ads as Google, they are very similar in the way they work.
Google Search Ads are the bread & butter of any paid advertising strategy and where most organisations start their paid advertising. If paid advertising were a tool box, this would be your screwdrivers and drills – it is very difficult to work effectively without them. These are text ads that appear at the top of the search results page when a user searches for the keywords or phrases that the advertiser has requested they show against.
The advertiser then pays only when a user clicks on one of their ads. This is where the phrase Pay-Per-Click (PPC) originates.
Display advertising can come in multiple different formats, and the definition varies from agency to agency, but generally, it is the use of banners, videos, GIF’s and other visual adverts, served on other websites & apps to encourage users to visit your website, or for brand awareness.
We all know that we may not buy a product or enquire about a brand new service the first time we see it online, and so remarketing is the way of re-engaging those who have already been on your website and encouraging them to take action.
This could be by showing them an advert of that brand new road bike they have been eyeing up, or reminding them why your brand is the best in your industry.
Social Media Ads
With recent changes to Facebook algorithms, the reach of organic, or free, postings have significantly declined. The way we, as advertisers, can get around this is to utilise paid social media ads to promote your brand, products and services through wide-reaching platforms, such as Facebook, LinkedIn, Twitter, Pinterest and Instagram.
Not only does this allow us to target your ideal audience, based on the demographics and interests, we can use these campaigns alongside Google Search campaigns to have a uniformed message and encourage users to engage and buy your products.
Another way an online retailer can promote their products is to run a Google Shopping Campaign. This is the process of promoting products that are available online at the top of the search results page.
This is a great way to prospect to a new audience who will be engaged by the imagery you are able to use in Shopping ads, or re-engage past visitors by showing them specific products they have been looking for.
The benefits of PPC in marketing
PPC ads allow you to choose specific terms or interests in order for you to target your perfect audience. Google AdWords allows you to choose particular keywords people will be searching for, and send them to a relevant page on your site, in order to get the best chance of conversion.
Here are 4 more key benefits to using PPC in a digital marketing strategy:
- Immediate Impact – as soon as you start spending your ads get visibility. This means that starting an ad campaign can instantly drive traffic to where that advert is pointing. This is usually a service/product landing page but could also be a contact page too.
- Targeted Advertising – PPC campaigns in both Google and Microsoft allow the user to target specific groups of people across varying categories. These categories can be broken down into location, age range, job role, having similar interests and much more. This means that you can serve your ads to the people that will be most interested in your products and services.
- Scalable models of advertising – With budgets being the main restriction for campaigns, you can increase spend when you see great results, and generate more conversions for your business.
- Measurable ROI – PPC campaigns have many technical aspects to them. From the way they are set up to the way they are managed and adjusted, Google and Microsoft provide lots of useful data and information about the performance of your ads and even give tips on how to improve your campaigns. This means that your ad budgets are powerful and cost efficient.
One key aspect of paid advertising is the ability to track and attribute performance to specific ads & campaigns. This allows a user to easily get an understanding of whether or not the account is achieving the results that are to be expected and, ultimately, run on your budget investment in an effective way.
Effective PPC services in Bristol
At Nivo Digital, our dedicated PPC managers have successfully managed our clients paid advertising campaigns delivering impressive results.
We take your paid advertising budgets and make them work as hard as possible. PPC budget management is paramount to making your ads perform for your business.
Every client needs a tailored approach to advertising online. We have a variety of PPC strategies we use depending on what our clients want to achieve.
By using pay-per-click advertising, you can go automatically to the top of the search results page. We work with you to develop a list of keywords & phrases that are relevant for your page, products & services, we then bid on to show your ads against.
If you already run paid ads online but would like our help we can carry out a ppc account audit to see where it can be improved. Many businesses outsource ppc management because they don’t have the time to give their PPC accounts the attention needed to make them successful.
We’re proud to offer PPC services for any business looking for more engagement in Google, Bing or social media pages.
Our Bristol based PPC processes
We have expert hands-on experience in every stage of the PPC process across a variety of industries. A combination of research, strategy, and valuable analysis enables us to deliver effective results with your advertising budgets.
When working with businesses our PPC processes can include:
PPC MARKET RESEARCH
Effective market research into customers and competitors will allow you to focus your efforts in the right place in the best way. Watch what everyone else is doing and do it better – “lightbulb moments”.
Whether considering a PPC strategy for a new or existing business, a full PPC audit and plan are essential for short to long-term success.
PPC CONVERSION ANALYSIS
Critical for success is the continual learning process. You need to find out what is working and what isn’t. Actionable insights through data collection can be fed back into your strategy so you have the best building blocks for which to grow.
PPC stages for success
There are 4 stages in the process of effective PPC in a marketing management service:
Stage 1: keyword, competitor, company, customer research and strategy.
Stage 2: The creation of landing pages and adverts.
Stage 3: Optimisation of ad copy and bid adjustments
Stage 4: Reviewing data to make improvements.
This is a cyclical process. The knowledge and learning are then fed back into the first strategy stage and the business continually grows.
Paid advertising, unlike SEO, is not free. You pay every time someone interacts with your advert and visits your website or social account. It is the oldest and most transparent advertising option available as it will allow you as a business owner to calculate your ROI.
As part of the research and analysis stage, we can identify the channels that your competitors are using. We’ll also be able to recommend which channels would be the best for you as a business to grow online. There are quite a few options available:
Remarketing / Retargeting on Google Search / Google Display / Facebook / LinkedIn – Gmail – Twitter – Bing – Yahoo – Gmail – YouTube – LinkedIn – Facebook – Quora – Google Maps – Instagram – Programmatic – Google Shopping
PPC in a digital marketing strategy
At Nivo Digital we believe that PPC should work hand in hand with other digital marketing services such as SEO, web development, social media and conversion rate optimisation (CRO).
Far from existing separately, we think that each service impacts on another and vice versa. The best results occur when all of these services work together in harmony.
This ‘connected’ approach can also be applied to PPC. PPC is used to target the right people that will be interested in your business. Paid ads can quickly reach this audience effectively.
Total PPC support: Why choose a bristol agency
At Nivo Digital, we believe that truly effective PPC managers don’t just work on the various PPC platforms. They don’t just carry out keyword research, set up an account, create adverts and modify bids. In fact, they have an understanding of the whole customer journey; from first interaction to last click conversions which utilise all the marketing channels from social to SEO.
Further PPC skills that need to be used for an effective campaign also include design, HTML, research, analytics and customer persona analysis among many others.
Transparent and honest management of ad budgets
Your Google Ads account is just that, it is yours. We spend your media budget, so it is only right that there is 100% transparency with what we do in the account, and the results we achieve. Through monthly data-studio reports, and consistent client updates, we are here to work with you to gain the best results for your organisation.
Nivo Digital: professional PPC management
Nivo Digital deliver professional paid search management services for many kinds of businesses. If you use us for paid search management you will get the support you need when you need it most. We will take the time to get to know your business, your market, your USPs, your customers and your other marketing efforts.
Rather than dealing with a salesperson, account manager, company owner and possibly the person who actually does the work, you will be dealing directly with your personal PPC manager. You will pay for just that person to support you (instead of going through everyone else in the traditional agency chain).
If you are looking for PPC for your business website we can help.
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PPC Management Services
Main Features/Benefits of Google Ads PPC
The Proof is in The Pudding
Building Co. Client
Through consistent optimisations of our display campaigns, we have increased the quality of the audience we are driving through to our clients’ site, increasing the time spend on-site and the number of pages visited, whilst also reducing the avg CPC.
Our Google Ads Process for Bristol based businesses
This could be rebuilding your account into a more effective structure or tweaking ad copy to follow our best practice (Call-to-actions are key!)
Our testing methodology ensures we are focussed on value-driven a/b tests, analysing results to inform changes we make.
This enables us to make data-driven changes to your account, ensuring that we back up everything we do with what the data tells us.
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Feedback Is Our Fuel
Feedback is everything to us here at Nivo. We work hard to please our clients and exceed their expectations with our PPC advertising.
Our goal is to maximise your business exposure through PPC creating more leads and ending in increased sales.
We’re always very grateful when clients leave us great feedback based on the positive impact a Nivo has on their business.
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PPC agency bristol FAQ's
With every managed PPC campaign, we provide a real-time online report at no extra cost which is reviewed on a monthly basis. It provides a breakdown of key metrics including, spend, CPC, keywords, search terms, conversions among others. This will allow you to see how every penny of your budget is spent.
We operate on a monthly rolling contract so you have the benefit of not being tied to anything long term. This allows you to take advantage of seasonal changes and switch on and off as demand/supply dictates.
We measure PPC success simply by your ROI. Of course, enquiry conversions are important but not if they are low quality. There are other metrics I use to assess the effectiveness of a campaign including, CTR, CPC, Ad Position and keyword relevancy in addition to other Analytics KPI’s.
This depends entirely on your PPC needs. I am flexible and put customer service of high importance in my operation. Face to face, Skype, Trello, phone and email are just a few ways we can work efficiently. We will establish the most effective way together.
We have found it better to provide our clients with full access to all PPC accounts. If you pay Google directly then it is better for tax reasons and you will also own the account.
Setting up an effective PPC campaign involves a number of important processes including goal/conversion setting, customer, client, market and keyword research, account structure and landing page review – so depending on the size of your campaign the set up may incur an additional cost to the monthly management fee.