Online Advertising & PPC Services Explained
Alongside good web content for your site or social media, good imagery, and good website design that delivers good UX to the customer, another integral part of any good digital marketing strategy is the use of paid online advertising. This kind of advertising is also commonly known as ‘Pay-Per-Click advertising’, and frequently abbreviated to ‘PPC’), and it can be a huge opportunity for businesses looking for increased traffic, better lead generation, and decreased CPA (‘Cost Per Acquisition’).
As a full service digital agency, Seek Social and our comprehensive PPC services offering can help you at all stages of any PPC campaigns you may want to run. We can help with initial campaign setup and the creation of your branded content, we can help you get your campaign live (and manage it for you), our PPC services can even help you carry out effective post-campaign analysis using official statistics and data from your platform of choice, all while also adding in our own experienced understanding of the data gathered.
As you may be realising at this point, there are many different jobs and steps involved when it comes to delivering successful PPC campaigns. For that reason – and just as we do with other areas of digital marketing – Seek Social follows a step-by-step process when handling google display ads, ads on search engine results pages, and other forms of PPC. You can learn more about the process behind our PPC services below…
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Learn More About The Process Behind Our PPC Services
Step 1: Initial Audit
Just like we do with many of the other digital marketing services we provide – notably SEO – Seek Social’s PPC services often begin with an adult and review of what you’re currently doing when it comes to paid ads, and how any campaigns you may be running are performing. This review helps us establish a starting point or baseline, and helps inform the next step in the process…
Step 2: Keyword & Competitor Analysis
Once we’ve seen what you as our client are doing in terms of paid advertising, the Seek Social team will get to work providing PPC services! Our keyword research experts will begin putting together a list of popular keywords that will put your ads in front of people that want to buy what you’re selling. At this stage we’ll also go and take a look at what your competitors are doing with their ads as well, since it could give us inspiration as to what we can change and improve within the campaign we’re preparing or working on – but that all depends on what we see at the next step…
Step 3: Competitor Conversion Tracking
Conversions are the crux of online paid advertising. Your ads NEED to convert to be of any use to your digital marketing strategy, and our PPC services are designed to make sure it happens. As a result, while we’re looking at your competitors, Seek Social will of course check to see if their ads are actually converting. Whether or not their ads are converting helps determine whether the things that we learn from your competitors are examples to follow, or examples of what not to do.
Step 4: Campaign Setup
Once we’re confident that we’ve done our homework on your competitors, on your keywords. and the tactics that will work best for your digital marketing strategy, the focus of our PPC services switches to laying the groundwork for your next successful ad campaign… From setting up accounts and signups for advertising platforms and analytics tools, to establishing and allocating your advertising budget, and setting your bidding strategy – that all happens here.
Step 5: Implementation & Conversion Tracking
Next up comes implementation, and it’s over to the awesome creatives at Seek Social to pen the perfect prose to publicise your products. Once the ad copy has been written, we’re all set to go and will launch the campaign! Rest assured that Seek Social will hold ourselves to the same high standards as we did your competition too. We’ll be tracking to see if the campaign converts, and making changes as needed to ensure that it does.
Step 6: Campaign Review & Management
Our PPC services don’t stop once your campaign is up and running, either. At that point we switch into campaign management mode… We watch your campaign’s analytics data, and use our extensive PPC advertising and digital marketing knowledge to make sure that your conversion rate stays at an acceptable level, and that you get the ROI and ROAS that you’re looking for. This could mean re-allocating some of your budget, tweaking your keywords as time goes on, or a number of other ad-related tasks.
Step 7: Detailed Reporting
Both during and after your online paid advertising campaign has run its course, Seek Social will provide detailed reports on its performance. Using these reports, you will be able to see at a glance just how and where our PPC services benefitted a given campaign, and how that campaign helped your digital marketing efforts. What’s more, these findings can help you (and us) refine the approach, methods and tactics used in your next ad campaign, so it can perform even better!
Online Paid Advertising Training
Last but not least, Seek Social also offer training in various aspects of our PPC services, enabling you to take care of them yourself if you want to. Be it on-site at your premises, online over a meeting platform, or on the phone, we stand ready to teach you everything you need to know in order to make a PPC and other online paid advertising methods pay for your digital marketing strategy, and your business as a whole!
Which Paid Media Channel Should I Advertise On?
So, now that we’ve shown you how Seek Social’s PPC services can make your next campaign a success, only one question really remains – which online advertising channels and platforms should you be using to market to your target audience (or audiences)? You do have several options here, so let’s look at them now…
If you’re looking to position your brand towards the more ‘professional’ end of social media marketing, Facebook and LinkedIn are the places to be. Brands who want to appeal to a more mature audience or portray a more mature and professional brand may find more success here.
These are the more light-hearted social media advertising channels. Brands who seek to attract a younger target audience or whose brand identity is more light-hearted or witty may find more success here.
Youtube is a bit different since everything is video based. We’re sure that by now you’ve seen your fair share of YouTube ads just like we have, and as such you’ll know that both serious and light-hearted ads are used here, with the differentiator being the company running the ads and their marketing material – as best suits their marketing strategy. In short, provided that you have the budget to run video ads then it’s highly likely that you’ll find your target market here – and of course it is a key outlet for influencer marketing too, since it uses the content format most important to this type of marketing communication.
If you’re looking for results at a lower cost, or if high return on investment is a must have, then Google paid ads should definitely be the centrepiece of your PPC strategy. Over the years our experience running all kinds of Google search ads campaigns for clients as well as ourselves show that this is the way to achieve those goals, and this is also borne out by our analytics reports too.