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PPC and Digital Advertising

Effective pay per click campaigns

Google pay per click and other forms of online advertising are some of the most controllable and effective marketing investments that you can make.

Unlike traditional advertising models (print, radio & TV), the cost of digital advertising is typically based on engagement rates, hence – “Pay Per Click” and if they don’t click you don’t pay.

The beauty of this approach is that the adverts need to be effective and measurable for both the publisher and the advertiser.

However, you may have heard whispers that PPC digital marketing can be expensive?

Like anything, digital advertising is only as effective as the people who understand and implement it. Without care and skill, any advertising can prove costly and inefficient, but in the right hands, PPC advertising can be one of the most effective forms available.

Google PPC

The Google advertising network includes a variety of different advertising platforms, including Search Ads; Display Ads; Video Ads; Shopping Ads and more… As Google Partners, we use these tools on a daily basis and can determine the best tools for your unique needs.

Search Ads are run through Google Adwords, which you will see as the paid adverts that appear above the organic search results on Google and are marked with an ‘Ad’ symbol. These adverts are bought in real-time bidding auctions through Google’s ad network. However, the most expensive adverts don’t always win; Google uses a metric called AdRank to determine paid positions on Google search results.

AdRank combines the bid price with a quality score, which measures the quality of the advert and landing page. Our team are fantastic at creating great ads and landing pages, improving the quality scores and lowering advertising costs.

PPC and Digital Advertising

Google Display Network

Display Ads are served through the Google Display Network, which can place image, text and media banner ads across any websites using Google’s far-reaching Adsense. These can be used to target new prospective customers or remarket (see below) to existing prospects who have already visited your website.

The key with GDN campaigns is getting your targeting right, and at AlphaQuad there are three main options we recommend, depending on what you want to achieve:

  1. Keyword targeting – this allows you to show adverts to people who have visited websites with content containing or related to a set of target keywords.
  2. Custom affinity – this allows you to show adverts to people who have visited specific websites, in this case we usually recommend a mix of competitors and sites that rank organically for your key phrases.

  3. Managed placements – this allows you to specifically choose websites on the GDN network that you want to appear on. For example, if you want to direct your adverts towards a specific audience (business owners for example) you can choose to target websites that this audience may visit. Although they may not have the need to purchase as they aren’t showing intent as in  the first two options, we know they should be within target market so this should make enquiries more qualified, although probably fewer.


Remarketing is a method of targeting people who have already visited your site but not converted; the diagram to the left demonstrates how this works.

Through remarketing, you can target two groups of potential customers – those who came to your website previously but left without converting and those who did convert but you can encourage to become repeat customers.

Remarketing allows visitors who have previously landed on your website to be encouraged back by communicating a relevant, targeted message. These potential customers will be much more likely to convert than visitors who come from other forms of advertising because they were already sufficiently interested in the website to visit it in the first place.

Google research has shown that a remarketing campaign can have a 450% higher clickthrough rate than standard display advertising and has a lower cost per click. Plus, it will also have a positive impact on a site’s overall conversion rate due to the engaged visitor’s being encouraged back to the site.

Remarketing works simply by adding a special cookie to your visitor’s web browser, so you can target your potential customers without the need to capture any personal data, meaning that you do not require any personal details about your prospect in order to communicate with them. It then displays your advert to visitors as they travel around the web (you can choose to opt of appearing on certain website categories if you want to).

There are two forms of remarketing available:

  1. Display – this makes use of website visitor data to create a list of potential customers who have visited certain pages on a site but have not made a purchase and shows ads to these visitors across the Google Display Network.
  2. Search – this allows text ads targeted to website visitors to appear in Google search result pages, in a similar way to standard PPC ads but using your remarketing list

Facebook advertising

Facebook ads are delivered to people’s news feeds and use a combination of image, text and calls to action.


Facebook offers excellent targeting options, which allows you to ensure that the advertising is being seen by highly-targeted and relevant individuals. Filters are placed on the Facebook adverts could include:

  • Gender
  • Age
  • Target accounts within specific locations
  • Income
  • People who have children
  • Interests
PPC and Digital Advertising

PPC strategy

Ask yourself – why do you need pay per click advertising? Some of the most common answers are:

To bridge the gap while a SEO campaign is taking effect

If you or your agency are running SEO campaigns already, then you may want to consider paid advertising in the meantime to encourage enquiries while you are working on achieving organic positions. Over time as your organic (SEO) rankings improve the PPC budget can then be reduced.

To rank for competitive terms

If you want to rank for highly competitive terms that are occupied by global brands for example, then often the only way to achieve this is by paying for positions. Take care to measure the cost per click carefully to ensure you can still make sufficient profit – competitive terms usually come with big price tags.

Brand protection

If other people are bidding on your target phrases – or even your brand name – then you may need to consider an advertising campaign regardless of your SEO positions. One of our clients occupied 8 of the top 10 positions on Google for a specific branded search, yet 75% of people weren’t landing on their site (based on Google’s data of how many people were searching for this phrase).

On investigation, we discovered that a number of other companies were bidding on their branded terms; these adverts are appearing above the organic listings and so the majority of the 75% of visitors going elsewhere are likely to be clicking on them. This should be combated with a branded advert, putting the client back into position 1 on the page.

PPC Management

Once you’ve got your campaigns set up it’s tempting to just leave them there – don’t! Accounts need regular maintenance to ensure that they are performing as well as possible. Tasks should include:

  • Monitoring and adding negative keywords (don’t waste that budget!)
  • Look at search terms report for any keywords driving traffic to your ads that should be added as exact match targets
  • Look at GDN placements and pause any that are attracting clicks but not converting
  • Ensure bids (where reasonable) are high enough to be top of page
  • Look at any keywords that are attracting clicks but not converting – pause them so they don’t drag down account quality or improve the landing page
  • Check on keyword quality score and address any that are under 5/10
  • Keyword research to find new terms to target
  • Check ad schedule to make sure you are still advertising at the right times
  • Review ad copy
  • Report/check on targets

AlphaQuad have extensive experience in PPC services so call us now on 01789 491610 or request your free PPC and Digital Advertising Audit to see how we could help you.

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