What to expect from a PPC agency

Pay-per-click (PPC) advertising can be seen as a shortcut to success for businesses of all sizes.

PPC campaigns allow companies to use Google Ads to attract more traffic in the hope of producing more conversions. A staple part of digital marketing, PPC ads – when done well – can produce fantastic results.

What is PPC advertising, though? And, what can a PPC agency do for your business goals? Continue reading our insightful guide to find out.

What is a PPC agency?

Using combined experience and knowledge within their ranks, PPC agencies specialise in creating a PPC strategy for each of their clients that maximises the visibility of their online advertising.

With a set budget for ad spend, a PPC agency will place ads on search engine results pages to drive traffic to your website, normally to specific landing pages.

Here’s what you can expect from an agency conducting PPC marketing:

• Performance analysis and reporting
• Ad copywriting and testing
• In-depth keyword research
• Campaign setup, formatting account settings and audience creation
• Bid management and optimisation
• Tracking and adapting to the latest PPC trends

How does PPC work?

PPC advertising is when an advertiser – a marketing team of a business or a PPC agency – enters an auction system to bid to get their ads to appear on specific search engines.

PPC platforms only charge the advertiser when the advert is clicked, meaning you must spend money to make money in PPC advertising. However, the small initial cost should be offset by the ad creating conversions, leading to the business making more money.

PPC marketing involves creating different types of PPC ads for various websites and platforms. For example, ads can appear on Bing and Google search results as text ads, but image ads can be published on third-party sites like Facebook and Instagram.

They both appear differently but have the same goal – driving more traffic to a landing page to create conversions.

Successful PPC campaigns involve compelling ad copy and zero wasted ad spend to create conversions. Depending on the client’s goals, this could be to purchase a product or service, sign up for a newsletter, download an ebook, and more.

Is PPC worth it?

In short, yes. However, it’s easy to understand the initial hesitation from many.

We understand that, as a business owner, you’re trying to save as much money as possible so putting a lot of money into ad spend can seem counterintuitive – but it can have a huge payoff.

Whether using search engines or other PPC platforms, like social media platforms, you can easily keep to a PPC campaign budget because you’re only charged once someone clicks the ad. Many ads – like Google Ads – allow you to set a maximum daily budget to keep your paid search spend at a comfortable level.

Putting your trust in the hands of the right PPC agency can result in huge PPC success with a fantastic return on investment (ROI), making the initial financial outlay worth every penny.

Plus, while search engine optimisation (SEO) can be free in many ways, PPC advertising can produce a lot more results much quicker. So, if you require a quick fix, PPC marketing is just right for you.

It’s important to remember, though, that combining both an SEO strategy and PPC advertising is vital to any long-term digital marketing success.

Benefits of PPC campaigns

PPC advertising – while it may seem daunting and confusing to many – offers plenty of advantages over other forms of digital marketing.

Here are the main benefits of PPC advertising for anybody not entirely convinced.

Instant and Accountable Results

Unlike other marketing channels, PPC is seen as an instant form of advertising and results can be gathered and analysed from the outset. It is a fully accountable platform which, with the correct tracking in place, allows you to see every aspect of the specifics. For example, keywords used that lead to a goal completion, or the exact time a user initially saw your ad and visited your website.

Whereby, the more traditional marketing channels require a more holistic approach to results, PPC is granular are you can be sure of where your revenue is being generated. 

For small businesses that need quick conversions, PPC campaigns offer an avenue of instant opportunity. They’re beneficial for large companies with huge budgets, too, as you can see immediate results and conversions with an effective landing page and good PPC management.

Specific ad targeting

PPC campaigns allow you to get your Google Ads in front of exactly the right people.

If you hire a PPC agency, they’ll research your key demographic and ensure your ads are seen by your target audience – increasing the likelihood of conversions.

PPC allows for targeted traffic, separating users by their age, location, and gender – allowing you to hone in on specific queries and interests.

Ad format of your choice

Reach potential customers on a range of PPC platforms with the ad format of your choice. With search engine results pages, you can create captivating copy with the right keywords to draw people in.

On social media websites, you can be a lot more creative with your advertising, using colours and imagery to attract attention.

Effective return on investment

Many who don’t understand PPC advertising believe it can eat into a company’s budget. However, if done properly, PPC works wonders for fantastic ROI. PPC attracts a much higher-quality lead that’s more likely to convert compared to an organic strategy.

You also have complete control over ad spend, so you’ll never spend more money than you’re comfortable with, ensuring you achieve good ROI.

Excellent conversion data

PPC advertising allows you to collect superb conversion data, allowing you to make more informed decisions in the long run. This information can then be used to create a better SEO strategy, streamlining your digital marketing efforts.

Why hire a PPC agency to run your Google Ads?

In digital marketing, your brand’s visibility is key to any success. PPC agencies can put your company at the forefront of user queries, either with Google Ads or social media advertising.

The right PPC agency can garner immediate traffic to your website. There are other ways a PPC agency could benefit your brand, including:

• Customised campaigns for your target audience
• Strategic placement of ads for maximum exposure
• Use of conversion data for precise targeting and adjustments

Excellent use of budget and effective ROI

No two PPC agencies are exactly the same, but your PPC partner will be able to use your budget effectively, resulting in a positive return on investment.

Efficient use of a budget is not just about making savings and spending less, it’s about smart spending. By targeting the right demographics and audience, a PPC agency can ensure every penny of your budget is spent wisely.

This level of PPC management is something only a PPC agency can offer thanks to working with companies in so many different sectors. This experience is unrivalled and, while your in-house team is talented, they may not have the expertise of a PPC agency that can use your budget much more effectively.

And, smart use of your ad spend budget results in effective ROI.

Industry expertise

Hiring a PPC agency opens up access to a wealth of industry knowledge and advanced tools to successfully run your PPC advertising.

PPC agencies work with companies in a wide range of industries, and each wants different things from their PPC advertising. This sort of diversity offers you the best chance of success because they may have already managed campaigns in your industry and targeted similar types of conversions.

With a PPC agency, you can expect:

• Predictive analytics and trend spotting
• Custom reporting dashboards for clear insight
• Top-quality bid management systems

Choose Paramount Digital as your PPC advertising agency

Fortunately for you, there are many PPC agencies available to choose from.

However, we believe you should choose Paramount Digital as your PPC agency.

We do things differently, with no fixed contracts and honest targets based on simple formulas that meet the unique needs of your business.

We’ve worked with smaller, local businesses and large, national companies all over the UK. This level of experience has us well-equipped to handle your PPC advertising and makes us an ideal choice as your PPC agency.

Using specialist forecasting tools, we provide transparent monthly reports, showing the progress of our work.

Interested? Transform your paid search strategy by handing us the keys to manage campaigns on your behalf. Get in touch today by calling us on 01744 74 74 74.