Our dedicated PPC agency provides nothing but the best service to every one of our clients. We have helped numerous businesses find their place in the market and take their brand to the next level. With over a decade of experience working alongside companies across various industries, we know exactly how to get the best ROI from your marketing!
What is PPC?
PPC stands for pay-per-click, which is a type of non-organic search engine marketing (SEM). It’s a common method used by brands to improve their visibility on the search engine results page (SERP).
When searching for something on Google, you may have noticed that the first few results are often labelled with ‘ad’. This means that the company in question has implemented a PPC campaign and is paying to position higher than their competitors. If somebody clicks on this advert, the company will then infer a cost, hence the very literal name ‘pay-per-click’.
How can PPC help me?
Here at VerriBerri, a specialist PPC agency in the UK, we see businesses benefit from this technique daily. PPC is a unique combination of marketing and advertising that encourages improved levels of website traffic and business growth.
For those willing to invest in this marketing technique, PPC can provide a multitude of benefits, including:
- Improved website visibility and traffic.
- Improved brand recognition.
- Greater credibility and authority within your market.
- Measurable conversions and lead generation.
- Faster results in comparison to organic marketing strategies.
How can our PPC agency help?
As the specialist team behind your PPC campaign, it’s our job to manage your account and optimise its performance. Firstly, we will need to become familiar with your brand and what your goals are. From here, we can determine your most lucrative and relevant keywords using a specialist system that estimates and predicts search volumes. You will want to use a variation of popular and more niche keywords to reach a large audience as well as those who are looking for your services with high intent.
Managing a PPC campaign is an ongoing process, and it must be reviewed regularly to ensure it’s performing as best as possible. As part of our management service, we will analyse the performance and adjust budget distribution accordingly between different campaigns and ad groups.
Different types of PPC ads
There are two types of PPC ads available: search and display. Search ads appear at the top of the SERP when somebody searches for a specific keyword or phrase that aligns with your brand. How often they appear is dependent on their optimisation score and the bidding price. On the contrary, display ads are found on other established website pages based on various targeting parameters. In laymen’s terms, the main difference between these ads is that search ads are a form of “pull” advertising, whereas display ads are “push” advertising.
Comparing the Metrics
There are two major metrics that differ between search and display ads: conversion rate and cost per click (CPC).
The average search ad conversion rate is 4.40% on Google Ads, whereas this drops to 0.57% on the display network. This is not surprising considering that search ads are shown to those who are actively searching for keywords relevant to your brand, so are more likely to convert in comparison to display ads.
If you consider the average CPC across all different business sectors and keywords in the US, the overall average Google Ads CPC is between $1 and $2. Display ads tend to be cheaper, with the average at less than $1.
Should I use search or display ads?
Google recommends using both types of ads to reach the most people. Whilst using both search and display ads often sees the best possible results, it does depend on your individual business and what you’re looking to achieve. If you collaborate with our PPC agency, we can look at your individual requirements and provide tailored advice to help you see the greatest ROI.
Here are some reasons why you should use search ads:
- To supplement organic traffic. Paid ads are a great way to see quick results and direct people towards your solutions, whilst continuing to build your organic online presence.
- To gather high-quality leads. Use different keyword match types that are relevant to your business and display your ads to those who are actively searching for similar terms.
- To target a local audience. If you offer a service in a specific location, you can select a particular area so that your ad is only shown to people based locally.
On the other hand, you may find that display ads would be more suitable for your brand. These are some reasons why they may be preferred:
- If your product or service is more visual. One of the main benefits to display ads is that they can include images or videos to promote your products or services.
- To create awareness. Display ads are ideal for creating demand for your brand and help to make people aware of your name.
- To reach niche audiences. Display ads are found on sites where potential customers are already browsing, so they’re more likely to be interested.
- If you have a longer sales cycle. If people don’t often buy your product or service immediately, then it’s highly advantageous to ensure your brand remains on people’s minds through retargeting those who have already interacted with you previously.
Contact Us
Are you looking to convert interest into sales? Our paid ads team can help take your website traffic and conversions to the next level. If you’d like to hear more about our PPC agency, VerriBerri, get in touch with us today! Give us a call on 01376 386850 or click here to reach us directly.