Pay Per Click (PPC) Management

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What is PPC – and how can it help your business?

Pay-per-click, otherwise known as PPC, is an advertising model whereby advertisers pay every time their ad is clicked. You’ll find these types of campaigns on the search results pages, and on platforms like Facebook and LinkedIn – unsurprisingly, it’s the search result kind that we offer most of our expertise in.

In essence, you bid on relevant keywords related to your products or services, and then appear at the top of the results page for those keywords. You can set daily or campaign-level limits to your budget, with immediate results up for grabs once your ads are live.

By bidding for this prime search real estate, you can see increases in web traffic from your target audience; these are people actively looking for what you do. Qualified leads intent on purchasing means that conversions should follow – that’s more sales or enquiries! From brand awareness to money-in-your-pocket results, PPC can have a huge positive impact on businesses.

What are the benefits of PPC?

Fast results

PPC can begin to gain traction immediately after your ads launch; you’re visible quickly at the top of the search results.

Targeted advertising

PPC allows you to target users based on things like keywords, location, demographics, and even device types, ensuring you’re not wasting money on searches that won’t benefit you or your users.

Measurable ROI

By using Google Ads, you’ll have access to detailed analytics, so you can track how many clicks and conversions your campaigns are getting, plus the cost per click, and the return on your ad spend. From here, further improvements can be made.

How does PPC work?

In our area of expertise, PPC involves predominantly using platforms like Google Ads, a powerful tool for driving targeted traffic. You’re simply charged every time a user clicks your ad, which is essentially a search result that’s been boosted to the top of the page – you bid on the keywords you want to be found for. Our team can happily manage every aspect, from keyword research and budgeting, to targeting your audience, and optimising your campaigns.

Could you run Google ads yourself?

Yes, it’s possible, and many businesses try. The likes of Google often promote DIY advertising as easy and accessible, but the reality can be different. Without the right know-how, it can be easy to waste hundreds or even thousands of pounds on campaigns that earn you very little in the way of return. Professional PPC experts can ensure ad spend efficiency, accurate targeting, and, ultimately, ROI.

How does PPC work with SEO?

PPC can play an excellent supporting role for SEO work. The paid ads can drive traffic and conversions early in the campaign while the longer SEO campaign has time to start yielding results. Often as the SEO work kicks in the PPC spend can be cut and sometimes dispensed with altogether. Because we know how to use both tools we are able to advise and help clients to choose what to do at what time for the best ROI.

Our approach to PPC

Our PPC experts have years of experience in managing successful campaigns for businesses across a wide range of sectors. Their winning formula look something like this:

Discovery and goal setting

This is when we dig down into who you are, what kind of business you run, and the competitors you’re up against. We also use this time to define what you want from your campaigns, from brand awareness to leads and sales, as well as your target audience, your budget, and how we’ll identify success through KPIs.

Keyword and market research

Good keyword research is the key to a successful campaign, so we’ll conduct in-depth keyword analysis tailored to your industry – we’ll make sure we get the intent behind these keywords right too. We’ll also take a look at your competitors’ ad campaigns. It’s these tactics that allow us to develop a winning ad strategy.

Campaign planning

This is when we:

Define your budget
Confirm a bidding strategy
Nail down your targeting

Creation of your ads

We’ll write compelling, keyword-rich ad copy – irresistible to your ideal user! Hand-in-hand with these will come advice on perfecting your landing pages for these ads to maximise conversions.

Launching and monitoring

This can feel a bit nerve wracking, but don’t worry, we’ll manage it for you, and keep you posted on our progress. We’ll ensure ads meet quality standards and ad policy guidelines, and set up tracking tools like Google Analytics for complete oversight of your ad results.

Optimisation and reporting

We’ll continue to tweak and refine your ads as we get more and more data from them. As time goes on, this optimisation should lead to a lower cost-per-click, and increase ROI. All this, of course, you’ll be able to see when we report on your ads’ progress.

Who are 427?

We’re a Sussex-based SEO agency, wh0 initially started by working with businesses across areas like Brighton, Shoreham and Worthing. However, we now also work with national, and even international businesses. No sector is off limits! Our small but talented team brings a full house of SEO skills to the table, allowing us to transform the search success of the businesses we work with.

For all our clients, we act as an arm of their marketing team, working hard to ensure their site is found by the right people through search engines. We do this by taking the time to understand your operations as well as your goals, thoroughly researching your market, and quickly identifying where there are gains for you to grab.

We promise we won’t blind you with search science. Honesty, transparent reporting, and responsive, reactive PPC and SEO services are much more our style. Whether you are a startup or a large established business we can help you enjoy successful PPC results; it’s that simple.