Finding a Specialist Adwords Agency Leicester Trusts
Pay-per-click advertising is a fast, effective way to boost conversion rates by bringing your business above organic search results. You can gain huge visibility with Google Ads or social media ads, if you implement and monitor an effective online advertising campaign. There are many potential approaches to paid ads, so it’s sensible to contact PPC specialists like Seek Social.
For many, paid ads are also a cost effective approach to marketing – Google ads offer the potential of a high ROI for a low ad spend.
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Paid Search (Formerly Google Adwords)
Paid advertising can bring impressive results if done effectively, in both the short and long term. The Seek Social PPC team will implement a plan which makes the best use of your marketing budget, and places your brand before its target audience.
Campaign Management
Before creating a paid ads campaign, you need to ask the right questions. These include which keywords to use, which channel will be best suited to my needs, and how much should I spend. You should also be asking how you’ll measure your success.
This list of questions might seem overwhelming, but Seek Social makes things simple: we work in stages, from planning a campaign, choosing tactics and setting the campaign live, to monitoring its success with analytics tools. We’ll also advise you on how best to allocate your budget. So you can just relax and wait for us to share your results.
Text
Text ads appear right at the top of search results. They get your brand in front of your client base, and offer the potential to customise and adapt your campaign as it runs. In the first instance, we take the time to understand your business in depth. This includes knowing your audience inside out, and knowing your goals. We’ll decide which information counts for your audience and which doesn’t, and work this into our management strategy. Understanding your audience also helps us to choose the right keywords, to increase visitors to your website.
Display ads
We’re experienced in producing memorable, visually interesting ads. Display ads are popular because visuals are important in digital marketing – they’re usually the first thing website users notice, which is why pretty much every website has a banner. Once we’ve placed an eye-catching ad, we’ll monitor the web traffic as it reaches your site, and use the data to connect with your audience. This approach means you can keep your customers aware of your business, and encourage them to convert, even when they aren’t viewing your web page.
Google or Facebook Ads - which should I use?
Clients often ask our team whether Google Ads or Facebook Ads is better. Until recently, many marketers viewed the two platforms as adversarial, or in competition with one another in some way. Businesses had to make a tricky decision of which platform to use, if they couldn’t afford to use both. However, this is actually a false dichotomy, which unfortunately has misled many businesses over the years. Many companies use both platforms to gain maximum visibility, increase leads and sales, as well as finding new customers. The Seek team will always recommend – and we always use – analytics of the relevant platform to monitor any paid ads campaign. Conversion tracking is critical in monitoring the success of any campaign we run, and you should always implement tracking tools before setting a campaign live.
Google Shopping
Google shopping is an incredibly useful tool for any online business. It places your product before your target audience at the right time, offering all the relevant information your audience wants to see.
Paid search on Google
Formerly known as Google AdWords, Paid Search is the largest and most popular PPC platform. Paid search involves targeting keywords and using text-based ads. Advertisers bid on keywords (i.e. particular words, or more often phrases, searched for by Google users) in the hope that their ad will be displayed in search results for those key terms. Whenever a user clicks on an ad, the advertiser is charged a fixed amount of money – but only when the ad is clicked on (hence the name ‘pay-per-click‘). PPC bidding and bid optimization is a complicated topic, which can require a lot of time and attention. Our paid ads specialists can discuss the best approach to take for your business. In brief, you need to decide what your budget is, figure out the desired number of clicks per day/month/year, and then set up your first time bid.
There are two options for bidding: manual and automatic bidding. Automatic bidding essentially involves Google having control – Google adjusts your CPC up or down based on where you are likely to receive the most clicks.
Automatic bidding gives you three options to choose from: focus on clicks, focus on conversions, and focus on impressions. A focus on conversions will mean you have to set up a maximum cost per acquisition (CPA) at the ad group level. You need to meet a minimum threshold of 15 conversions in 30 days. Before using the conversion optimizer, remember that this adjusts your bids based on historical performance, which means that adding new keywords without any history could be a risky move. Secondly, adjusting settings on your account might take some time to catch up, resulting in a temporary decrease in conversions. If you choose impressions, you’ll need to set up a maximum cost-per-thousand impression (CPM) bid. You set your bid to what you are able to pay for each set of thousand impressions, which will shift the focus towards conversions and focus your budget on impressions.
On the other hand, if you want to optimise bids based on your performance, you can opt for manual bidding, which gives you control over the maximum amount you pay for keywords. Also, if you are working with a smaller budget, manual bidding can be the more sensible option, as Google Ads can spend your budget too quickly, before it manages to identify the most lucrative areas to set bids.
The next logical step is optimising your bidding strategy. This is where specialist advice comes in – Seek Social will use our experience to use the best tactic for your budget. If you have a limited budget, and set bids too high, our budget might be depleted too quickly; setting bids too low might not place your ad high enough on the page. In general, options for bid strategies include:
- Bid stacking: running same keyword against different match types
- Automated bidding
- Flexible bid strategies
- Spreadsheets
- Third party tools
If you’re unsure about how to navigate the PPC space, we recommend speaking to our team – we’re always happy to offer advice and guidance on PPC, and there’s never an obligation with an initial consultation.