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Pay-Per-Click (PPC) Advertising

Promote your business where people are actively searching, on Google and Bing.

PPC Advertising
PPC Advertising

The search for products and services starts online

Pay-Per-Click advertising (PPC) is a great way to help your business appear prominently in relevant search results, on major search engines such as Google and

Having a great website without driving visitors is like owning a sports car with no petrol. Every day your website goes without visits is another day you’re not making the most of your investment.

With it becoming harder and harder to stand out in search engine results organically, it’s important to consider the paid-for alternatives, if you want to drive traffic and revenue to your business.

What is PPC Advertising?

PPC advertising platforms like Google Ads (previously called Google AdWords) allow you to bid against competitors for a place in the coveted “sponsored ads” areas in search engine results. This helps you to get in front of thousands of potential customers instantly, and take them straight to your website to buy your products and services.

How does PPC Advertising work?

Your ad will appear in search results based not just on your bid, but a number of other factors including the quality and relevance of the web page it’s linking to. This means that if your page is of a good quality and the search engine thinks it’s the best result, you could still appear above a competitor even if they bid more than you. You only pay when someone clicks on the ad to come to your website, hence “pay per click”.

Factors to consider when running a PPC campaign include:

  1. Which keywords you’d like your ad to appear for – these can range from your brand name, to different products you sell or services you provide. More popular search terms are likely to cost more
  2. How much you’re willing to spend for each customer to click through to your site – this is called the cost-per-click (CPC) and you set ‘bids’ to show the maximum amount you want to spend
  3. What your ad or campaign will say – many search engines will analyse the quality of your advert text and use this to prioritise how often it’s shown
Why use PPC Advertising?

There are many great benefits to using Pay-Per-Click advertising to drive more traffic to your site, including:

  1. Visibility – your ad is likely to feature in some of the more ‘visible’ areas of search engine results pages, so potential customers are more likely to click through to visit your website
  2. Immediate results: from the moment you set your ads live, you could start seeing results; unlike organic listings which can take months to appear
  3. Easy to change: adjusts to your budget, however large or small
  4. Cost-effective: you only pay when someone visits your website
    Targeted: to specific locations, demographics and times of the day
  5. Measurable: results are completely trackable so you can easily streamline and improve your advertising
PPC Terms Explained

Pay-Per-Click advertising includes a lot of jargon and many terms you may not recognise – here are some of the important ones you may come across:

  1. Ad Copy – the text within your ad
  2. Ad Extensions – additional pieces of information you can include in your PPC ads, such as a phone number, or additional links to different pages on your website
  3. Ad Group – a grouping of keywords which all fit into similar topics or target similar types of audience
  4. Automated (Auto) Bidding – a feature that automatically adjusts bids to deliver a goal that you set. This may be a cost per acquisition or cost per view amongst other things.
  5. Bid – the amount of money you’re willing to spend on each of your ads. Also known as a keyword bid.
  6. Bid Modifiers – adjust a bid based on device, location or time
  7. Call Tracking – tracking the number of people that call your business as a result of having seen your ad
  8. Click-Through Rate – a percentage measure of how many users that have seen your ad, ultimately choose to click on it
  9. Conversion – the action you want your customer or visitor to make once they’ve come through to your site. Examples include purchasing a product, booking an appointment or leaving their contact details
  10. Conversion Rate – a percentage measure of how many users completed a conversion action (e.g. a call) after clicking through to your website
  11. Conversion Tracking – a tool to help you see what actions a visitor takes on your site after interacting with your ad
  12. Cost Per Conversion– the average amount you as an advertiser have paid for each conversion generated by an ad
  13. Cost Per Click – the amount you as an advertiser will pay for each click on your ad
  14. Display Network – known in Google as Google Display Ads, these are paid ads which use images or video in the creative rather than the simple text ads usually seen on search results pages
  15. Geotargeting – a feature or tool that allows you to target your ads so they’re only seen by people within a certain location
  16. Impressions – a count of each time your ad is shown on a search result page
  17. Keyword – the specific phrase or search term you would like your ad to show for
  18. Landing Page – the specific page you’d like your ad to take your visitors to
  19. Match Type – rather than working out every word your customers might search for, match types allow your keywords to show for closely related similar searches
  20. Quality Score – the rating used by search engines to determine the credibility, relevance and strength of your ad, which is used when prioritising which ads are shown
  21. Remarketing List (RLSA) – a function that allows you to re-target people who have already visited your site. You can shape your ads and bids to appeal to them in a different way
Google Search
Microsoft Advertising
Google Display Network
Facebook Audience Network
Shared across all of your chosen channels
Daily bid and budget optimisation
Instant ad creation across all channels
Ad consistency across all channels
Unlimited ad amendments and refreshes
Highly relevant and focused keywords on Search
Target by age, gender, location and interests on Social
Target by interests and audiences on Display
Previous website visitor retargeting
Conversion Tracking
Call Tracking
On-Site Conversion Tracking
Ad Extensions
Call Extensions
Location Extensions

* Monthly charges displayed are inclusive of campaign management fees

Introducing Smart Marketing

PPC helps drive qualified traffic to your website, as well as direct calls and visits. Our most successful customers combine PPC with a professionally designed, secure, and mobile-optimised website, increasing the chances of clicks converting to sales.

PPC works best when combined with Display and Social Advertising, as the returns are proven to be far greater than PPC advertising alone. This is why we now only sell PPC advertising as part of our innovative Smart Performance solution. Smart Performance is a fully managed multi-channel advertising solution that helps drive potential customers to your website using social media, search and display advertising, working together to maximise the return on your investment.

How does Smart Marketing work?

Smart Marketing uses machine learning to monitor click volumes, conversion rates and cost per click to ensure budget is optimised for quality clicks and continues to optimise over time, helping you get the best return on investment.

Smart Marketing

(1) Your budget is spread across each of the different digital channels.

(2) After every 24 hours period, our algorithm combines data and computes results.

(3) With machine learning algorithms, the budget is optimised.

Digital Marketing Made Easy

Digital Marketing Made Easy

Local Experience

We have been serving business across every sector and region of the US since last 12 years. We know what it takes for local SMEs to win big. It's why we are trusted by over 30,000 businesses to run their marketing campaigns.

Digital Expertise

Every programme we create is tailor-made, with product solutions designed to deliver brilliant results at a great price. Our relationships with Apple, Facebook, Google, Microsoft and Amazon - ensure our solutions are cutting-edge, using automation and machine learning to deliver the best returns.

Easy Process

We provide a one-stop shop for all of your marketing needs, plus you also get a dedicated account manager to answer all of your questions. You’ll be taken through the digital tools designed to help you get most from your marketing.

Grow Your Business

SmallRank offers a wide range of Smart Marketing solutions to help your business grow online. Speak with one of our team member to understand which solutions are best for your business.

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