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Our paid search management services can be tailored to suit a wide range of budgets and objectives, and we will work with you to prioritise areas of focus to ensure that campaigns are in line with your business goals. Keyword performance and conversion data is used to inform our SEO strategies, and we place a heavy emphasis on Conversion Rate Optimisation to ensure that landing pages are built to convert – in addition we use Attribution Modelling to help clients in understanding the role PPC plays in the overall conversion journey.
Get in touch to find out how Capsule Marketing’s team of PPC consultants can help you to maximise your ROI through paid search.
PPC or pay per click advertising is a general term that covers a broad range of advertising where you pay the advertising platform a fee every time someone clicks on your ads. Some examples of PPC advertising include Google Ads (which used to be known as Google AdWords), YouTube ads, Google Shopping ads, Bing ads and ads that appear on 3rd party websites.
PPC ads can be targeted to your customers in multiple ways but the two most common ways are:
1. Target your customers based on what they’re searching for. This is done by bidding on the keywords that are relevant to your business. For example, if you sold trainers you could bid on the keyword “new Nike trainers” and when someone searches for that, your ad could be shown right as that person is looking for new trainers.
2. Target your customers based on their interests and behaviours. This is more common on social media platforms and display advertising as there are no keywords that you can target. Therefore you can target your ads toward specific demographics and interests based on what you know about your target audience and current customers. The demographics and interests vary between platforms but common ones are age, interests, education and job title/role.
We make use of the Google Display Network (GDN) to further enhance your PPC campaigns with banner ads that are displayed across the web, building brand awareness. This is a cost-effective way to keep your brand at the forefront of people's minds and reach new people who might not be actively searching.
Shopping ads have been designed with eCommerce retailers in mind and allow you to show your products with images, reviews and prices. These ads will convert at a much higher rate for product-related searches than standard text ads which is what makes them ideal for online stores.
If you’re already set up and happy managing your own campaigns but are struggling to increase your quality score our PPC experts can help. Our experts have a deep understanding of the quality score algorithms and know what levers can be pulled to increase your score and reduce your cost per click.
The most common form of PPC advertising is still the text ad you see in the search results. Text ads allow you to choose a range of keywords that are relevant to your business and that you want your ads to appear for. Once someone makes a search using the keywords you have chosen your ad will be shown which means you can get in front of your potential customers the moment they’re searching for your products and services.
Retargeting (or “remarketing”) ads allow you to follow your customers as they move across the web which makes it ideal for keeping your brand at the forefront of your potential customers' minds. Retargeting ads are commonly shown as banner ads on third party websites. They can be designed to achieve various goals such as increasing your brand awareness, re-engaging people that have added something to their cart or offering discount codes or free shipping to people that have visited your site.
YouTube ads are exactly what they sound like! They’re the short ads that play before or during a video that someone is watching and due to the video format, can be much more creative than a static image or some text. These types of ads are ideal for businesses that want to quickly convey a lot of information or a more complicated idea. With our in-house video production and animation team we can work with you to create the video assets required for your campaign, then set up and manage the campaign for you.
Setting up an ad account and getting the first ads running can seem like an impossible task. Writing ad copy, doing keyword research, finding negative keywords and finally pulling everything together into a running campaign. Our experts can help you get on your way with running PPC campaigns by helping to create copy, research relevant keywords and quickly set up negative keywords to make sure you’re only paying for clicks relevant to your business.
The way in which PPC campaigns are managed is constantly evolving as Google, and other platforms, work to integrate increasing levels of machine learning into their bidding algorithms. Best practices change over time and at Capsule we pride ourselves on being at the forefront of these developments, ensuring that PPC accounts are utilising all available resources to drive results for your business.
Here at Capsule, we understand that your ad accounts are full of useful data and are an asset. You’ve paid for us to build and optimise your campaigns so we strongly believe you should own the account, regardless of who your PPC management agency is. Before we start with any campaigns we make sure you’re the owner of the account, so should you decide to move on, you’ll retain access to all the data and campaigns in your account.
We believe that accurate, comprehensive tracking is the foundation of any successful PPC campaign, and we use data to inform our ongoing strategies. By leveraging both macro and micro conversions, we are able to distribute budgets proportionally to the areas of an account that are performing strongest, whilst providing the bidding algorithms with the data they need to work to their maximum potential.
Far from a “set it and forget it” autopilot approach, we are constantly monitoring every campaign to ensure that high-performing keywords are given the budget they need, whilst wastage is minimised. Whether we’re testing new ad creative, experimenting with new bid strategies, ad extensions or adding negative keywords to an account, there are always optimisations being made to maximise efficiency.
As a full-service digital agency, we do more than just PPC. We’re happy to manage your PPC campaigns for you but with a digital marketing retainer, we make sure that your PPC strategy compliments your digital marketing strategy. This includes using search terms to inform content marketing, conversion data to inform SEO keywords and landing page designs to inform our conversion rate optimisation (CRO) strategy.
Each month we will create an in-depth Google Data Studio report tailored to your business so you can see how your ads are performing against your key business objectives, not just a report full of meaningless KPIs. Our reports also come with insightful commentary on the performance of the ads that month as well as what we’ve been working on and what we plan to do next. We will also set up a call each month to review the report with you and answer any questions you might have.
We don’t lock our clients into long term PPC management contracts, our PPC contracts run month to month with a 30 day notice period to cancel. We believe the best way to keep our clients is through good results, not locking them in.
As an official Google Partner, our digital marketing team have qualifications in all aspects of Google Ads. At Capsule, we all work together to maximise the performance of your campaigns. Our in house design team designs and outputs display ads and landing page wireframes, our development team helps with building landing pages and improving conversion rates. All of our PPC accounts are headed up by one of our PPC specialists who will take overall responsibility for the performance of the account and will be there to answer any questions as well as lead reporting meetings.
If you’re already running PPC campaigns we will ask to be added to your PPC accounts so that we can audit your current set-up and see how things are performing and how we can best support your goals.
The next step, or the first step if you’re not running any PPC campaigns, is to have an onboarding call to understand your business and what you’re looking to achieve. We will then come up with a plan to help you reach your goals.
The next step in the process is to start building your new ad campaigns. We will go and research the keywords we should be targeting, write the ad copy, review and build landing pages if required and build this into a campaign in your ad platform.
Once your PPC ad campaigns are up and running your account manager will review the performance of the campaigns and look for further optimisations to increase performance. This will include things such as working with our copywriters to update ad copy, reviewing keywords, improving quality scores and running a/b tests with ad copy, landing pages and bidding strategies.
Our in-house CRO (conversion rate optimisation) experts work with our PPC teams to review the performance of landing pages and how they can be improved.
We regularly report on the performance of your PPC campaigns. We arrange monthly catch-ups with you to review how the campaigns are progressing and the quality of the leads you are receiving. If you have bigger budgets or are running a specific campaign around a certain event we can arrange weekly catch-ups so we can quickly change tact if things are not progressing as expected.
Through our use of Google Data Studio, all of our clients have access to a customised digital dashboard that is always up to date. This gives our clients full transparency into how campaigns are running and nothing is hidden.
PPC advertising can provide your business with a full funnel lead generation solution, from targeting bottom of the funnel customers right as they’re looking for the products and services you offer, to prospecting for new customers at the top of the funnel. Retargeting ads keep your business at the forefront of customers’ minds once they’ve interacted with your website by placing your ads on third party sites.
You can also use PPC to prospect for new customers by using the audience targeting features such as “in segment” audiences. This can be a cost effective way to find new audiences who can benefit from your products or services.
Using the retargeting features offered by the PPC ad platforms you can stay at the front of your customers minds while they’re researching alternative solutions to their problem. This is a cost effective way of increasing the likelihood that they buy from you and not your competitors.
PPC can provide your business with a consistent stream of incoming leads at a cost that you’re comfortable with. By targeting the right keywords you can target bottom of the funnel customers who are ready to buy your products or services.
If you’re the leading brand in your sector you can quickly find competitors bidding to show ads when people search for your brand name. These ads will appear above the first organic listing for your brand and can therefore start to steal traffic from your site. By bidding on your own brand keywords you can protect your traffic at a very cheap CPC.
By working with a Google Ads Partner agency for your PPC campaigns you can be assured that you’re working with experts that have taken and passed a range of Google Ads exams. These qualifications include Google Search Ads, YouTube Ads, Google Shopping Ads and Display Ads. Other benefits of working with a partner agency include:
– Knowing they’re experienced in managing PPC budgets, partner agencies have to manage at least £10,000 in ad spend every quarter.
– They have access to enhanced support from Google so if extra verification is required or there are issues with your ads they can be resolved quickly.
Google and Bing both offer PPC advertising on the search results as well as third party websites that have joined their advertising network. You can control when your ads are shown by choosing relevant keywords to your business, when someone searches for one of your keywords your ad has the potential to be shown.
As there are lots of advertisers out there that target the same keywords, each time a search is performed by someone there is an auction for the available ad spots. Advertisers then bid for the chance to show their ad in the search results.
This is based on three key factors in this order:
1. How much you’re willing to pay for each click – depending on how much you’re willing to pay for each click on your ad impacts how likely it is that your ads are shown. The more you’re willing to pay the more likely it is your ad will be shown.
2. The quality of your ads – Search engines want to provide users with a good experience and this includes the ads they show. To make sure people keep clicking on the ads they only want to show relevant, high quality ads which lead to useful websites once clicked.
3. The expected impact your ads will have – When you create your ads there are options to add extra information to your ads such as phone numbers or links to specific pages on your site. If your ad copy, chosen keywords and ad extensions are highly relevant to the person searching you can still win the ad auction even if people are willing to pay more for each click. This means that as a small advertiser you won’t be outbid by people with bigger budgets.
This whole process happens in the background as the search results are loaded for the user.
If you’re looking for support in building, managing and the ongoing optimisation of your PPC campaigns, or a mix of all three, then get in contact with our PPC experts who can advise you on how to best reach your goals.
Chay is one of our digital marketing executives and comes with 4 years of agency experience and is an SEO specialist. He is also certified in Google Ads for Search. You can find him optimising client websites to grow their organic traffic and helping to build their online presence. In his spare time, you can find Chay out on the bike, in the kitchen or going for a walk with his camera.
Jamie is our tech-savvy Digital Marketing Executive. He works hard to develop and build the social media presence of our clients. With his background in paid social, photography and videography and recent qualification in Google Ads Search and Display you can find him working on a range of projects. Outside of work, Jamie plays darts and hits 180s for fun. He loves photography and videography and has more clothes than he knows what to do with.
Mike is a Digital Marketing Manager with over 10 years of digital agency experience working with clients across B2B, B2C & Non-Profit sectors and qualifications in Google Ads Search, Display and Video. His skills span the full spectrum of the digital marketing mix and he has a particular focus on delivering objective-led, data-driven results for his clients. When he is not immersed in a client’s Google Analytics or Google Ads account, Mike can be found on the golf course, cricket pitch, shredding in his home recording studio or enjoying days out with his wife and son.
Eleanor is one of our Junior Designers and loves to bring ideas to life. Eleanor joined us after achieving a BA in Graphic Design from the University of Suffolk where she also completed a design internship. She really enjoys coming up with new concepts and her favourite part of design is when an idea ‘clicks’ and all the possibilities are endless. Outside of work, Eleanor is a keen gamer and can often be found playing the latest pc games (It is no coincidence that her favourite games have a lot of design aspects!). She is also an animal lover and enjoys spending time with her cat, Casper, and puppy, Pixie.
