Pay-Per-Click (PPC)

Advertising campaigns headed by fully certified specialists.

Gain immediate exposure to targeted demographics.

Scalable and dynamic price structures to suit changing needs.

What can Omnisity do for my business?

Well, we make PPC advertising easy for our customers.

During initial consultations, our team will determine the goals, budgets, opportunities, and areas to target for your campaign. We then go away, research some more, and begin to plan and set up campaigns designed around your business requirements. Once approved, your campaign will be managed fully by us, and we’ll continue to monitor the campaign(s) throughout the service agreement to make sure they deliver optimal results. This will be supported by easy-to-read monthly reports, with further suggestions for refining and modifying strategies if applicable.

Did we mention that we’re Google Approved Partners? This means we have access to the most recent education and insights for Google Ads, directly from Google, helping us provide an expert and proactive PPC service. All of our strategists hold annual certifications with a keen eye for data trends

We’re driven by conversions. 

Our PPC specialists are driven by conversions - whether that be sales, leads or brand awareness. We carefully plan and build structured campaigns, landing page(s) and strategies designed to achieve the best results for your budget.

See how our expertise informs your conversion rate. View our portfolio here.

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All about PPC

What is Pay Per Click?

PPC stands for pay-per-click. Pay-per-click is an advertising model for the internet, used to drive traffic to websites – each time the ad is clicked, the advertiser pays a small fee.

Think of it as a digital version of taking out an ad in a newspaper – you choose your budget and the style of your ad to attract customers to your business’ website.

It’s increasing your chances of being seen online.

What are the benefits of utilising PPC?

Pay-Per-Click advertising can be incredibly beneficial for those looking for a flexible online advertising model. Some of the benefits of PPC include:

  • Financial control: You set the price of your ad spend, and only pay when somebody clicks on your advertisement - allowing you total control of your maximum budget and campaign duration.
  • Quicker results: Unlike SEO, which can take six months or more to see results, PPC targets audiences immediately, which can influence quicker results.
  • Measurable performance statistics: Easily access your campaign performance results anytime, with the ability to see impressions, clicks, and conversions.
  • Target specific audiences: PPC works by targeting key phrases used by existing and new audiences relevant to your business for controlled demographic targeting.
  • Control and test: Control and test ads whilst they’re running to improve the position of your ad, reaping maximum results.
  • Complementary to other marketing strategies: PPC works alongside and can complement additional marketing strategies such as SEO and content creation, helping to increase the overall traffic to your website.
  • Warm leads: Statistics from PPC campaigns enable you to track who’s interested in your ad, allowing you to reach out to potential interested customers.

How does PPC work?

PPC specialists utilise keywords and phrases that are relevant to your business to target potential customers.

Most commonly, people are searching for products and services via a search engine. For ads to appear on the search engine results page (SERP), adverts are subject to what is known as the Ad Auction.

The Ad Auction is an automated process that Google and other search engines use to determine the relevance and validity of advertisements that appear on their SERPS.

If a customer types the following key words into Google, “modern office furniture”, the search engine will provide results based on those key words. Therefore, if your business makes “modern office furniture”, utilising PPC advertising increases the chances of your company’s ad being seen within that search engine result page - making you more visible to a potential customer.

Of course, PPC specialists are familiar with the Ad Auction and would tailor the key words used based on your specific business and services and do the research to ensure you have the best options available for your advertisement.

In essence, using a PPC specialist to create a great PPC advert makes it easier for potential customers to find you.

FAQs

What type of advertising is PPC?

PPC is a paid advertising model, meaning you appear as an advertisement on a search engine results page or other targeted areas, rather than earning exposure organically; you then pay a small fee once your ad is clicked on. PPC isn’t limited to just Google Ads, there’s a whole realm of channels that can advertise your business including Microsoft Ads, Media & Paid Social Advertising.

What is Google Ads?

Google Ads is a business advertising service by Google. Adverts will be displayed on Google’s search results, rather than other search engines such as Yahoo or Bing. Through Google Ads, you can also manage your ad campaign from start to finish. 

What are my options with Google Ads?

There are six main campaign types that suit our clients best, these include: 

  • Search ads. Advertisements target keywords used by their customers in their online search, meaning the paid ad will appear on the results pages for this search. 
  • Display ads. Display advertising is less specific in its targeting, appearing almost anywhere on websites, using a mix of imagery and text to engage audiences. 
  • Remarketing ads. Remarketing ads target those who have already engaged with your website or products, encouraging them to buy.
  • Video ads. Video advertising utilises videos as the media for advertisement, appearing on platforms such as YouTube.
  • Shopping ads. Google Shopping ads appear at the top of the results page displaying products and prices related to a user’s search. 
What’s the difference between online display advertising and PPC?

Online display advertising is a campaign type within Google Ads. It refers to adverts which appear on a website - usually to the side, above, or below the website content. The ads are usually square or rectangular in shape, and may feature images and text which can move. 

PPC refers to a paid advertising model where you pay every time your advert is clicked on. This covers a broad spectrum of advertising methods and ways to advertise your business online.

What’s the difference between cost per click and cost per action?

Cost Per Click (CPC) is the cost associated with a single click across your entire campaign. The CPC of PPC is the total cost divided by the number of clicks. If you received 100 clicks on your advertisement, for which there was a £200 budget, then your CPC would be: 200 ÷ 100 = £2 per click. 

Cost Per Action (CPA), is the price that you’ve paid for an event to take place on your website after your ad has been clicked. This is known as a conversion action.

Average CPA and Target CPA are commonly used words when running Google Ads campaigns. 

Average CPA. This is a calculated metric which looks at the actual cost per action (conversion) and works out an average across a period of time. For example, if you receive one conversion at a cost of £10, and another at a cost of £20, the average CPA would be £15.

Target CPA. This is an automated bidding strategy that uses Google’s machine learning and top signals in order to bid and get the most conversions for your campaign. You can set how much you’re willing to pay for each conversion action and Google will do their best to target towards or achieve that figure. However, there are a number of complexities to consider when undertaking Target CPA.

What’s the difference between SEO and PPC?

SEO and PPC both represent ways of getting your website seen by search engine users by placing your website as close to the number one position in the result rankings as possible. PPC utilises paid methods to do this, displaying a link to your website as an advert in a visible position on a search page or website. SEO uses optimisation strategies on and off your website to help your website climb the results rankings organically over time, without using paid methods.

Whilst PPC reaps almost immediate results, SEO is more viable long term. They work best together, however.

Does PPC help SEO?

Yes, PPC complements SEO. For many reasons, the two marketing strategies work best when used together. For instance, you can increase your brand awareness and site traffic through greater visibility when implementing both PPC and SEO. The data gathered from PPC campaigns can guide your SEO strategy and content, such as the most effective keywords to target.

What are the disadvantages of PPC marketing?

One of the disadvantages of PPC is that it requires skill to be performed successfully - the thorough research, design, strategy, as well as monitoring of the campaign, should be completed by someone familiar to this platform. 

Another disadvantage is that clicks don’t always lead to sales - someone may click on your ad and show interest, but it is up to you to convert them into a sale.

Finally, PPC campaigns need regular maintenance in order for them to be successful over time. Campaigns must be tracked and adjusted to stay relevant and on trend.

Where do PPC ads appear?

Where PPC ads appear depend on the type of PPC used. 

In Google Ads, you have the opportunity to be shown across Google’s search engine, as well as Google’s network (which covers around 90% of the internet) and includes Google platforms such as Gmail and YouTube.

Search Campaigns can be configured on Google Ads and Microsoft Ads, and both use their own search engines to show ad results within searches. Ads can be seen at the top and bottom of the search results page, and can be distinguished away from organic results with small *Ad* icon.

How much does PPC cost?

PPC costs can vary depending on how competitive your industry is and the complexity of your goals. Some clients need more campaigns than others, requiring a greater budget allocation. Oftentimes, the greater your budget allocation, the better your results - however you should always consider the cost per click of targeted keywords.

The average CPC in the UK is between £1 and £5. However, we’ve seen keywords in the past that have an average cost per click of £65, which is why careful strategising is so important. 

Looking to hit the ground running, or just need to refresh your campaigns? Let's talk PPC...

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