PPC Agency Birmingham

PPC & PAID ADVERTISING

The top 3 paid advertising spots get 46% of the clicks on a search engine result page (SERP). That’s a lot of clicks.

For any company trying to attract new business, reaching potential customers quickly and efficiently is of paramount importance. PPC advertising is a crucial element of online marketing that can do just
that. Whether it’s Google Ads, Bing Ads, Facebook Ads or Twitter Promote, PPC ensures that your website generates more traffic and more leads, by being in front of the right people at the right time in their journey.

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Pay Per Click

What is PPC?

PPC or Pay Per Click is an online advertising model in which every time one of your adverts is clicked, you pay a small fee to the platform. When managed correctly, that fee is trivial as the visit is worth much more than what you pay for it.

The beauty of PPC is that it allows you to reach your ideal audience instantly by specifying when your ads are shown. There are different types of PPC ads, but one of the most common is paid search ads. These ads appear within search engines results pages (SERP) when specific keywords are used. Other types of PPC include video ads, social media ads, display ads and shopping ads.

How does EDGE approach PPC?

Running a profitable and lean PPC account takes expert per click management. Setting up a few keywords and letting the campaign run will never yield profitable results. Our PPC managers have years of experience, perfecting a heavily data-led approach that creates tangible and sustainable results. With EDGE Creative as your PPC agency, you can trust that you will be targeting your ideal audience with use of the right keywords and ultimate control over your budget.

Our established PPC department have many years’ experience in delivering targeted advertisements and campaigns to a variety of clients across a broad spectrum of industries. At EDGE Creative, we have developed and refined all the finer details in our process, which has led to the creation of a bullet proof PPC management structure:

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7 step approach to Pay Per Click

01
Auditing your accounts & setting objectives

It is vital that our PPC management processes align with your wider business strategy, which is why we invest our time into understanding you and your business before anything else. Our team of PPC experts will perform a full audit on any existing PPC accounts and analytics you may already be running in order to assess your current performance and get a deeper insight to your current advertising processes. We will then assess your audience, your end goals and formulate a plan on how we are going to get you there.
02
Competitor investigation

It is important that you understand your position in your industry as this will play a large part in how the strategy of your PPC campaign is executed. Using various intelligence tools, we will dissect your competitor’s campaigns and investigate their processes in order to benchmark your business. Once we understand how your competitors approach their PPC management processes, we can focus on strategy and ensure that your business doesn’t get lost in the noise.
03
Customer personas

A key aspect to a successful paid search campaign is ensuring that your advertisements are relevant to your target audience. An important step within our PPC management process involves defining your customers so that your content can be tailored to them based on their intent and buying stage. We create customer personas that inform our tactics and allow us to create compelling and engaging user journeys. Regardless of the platform you want to advertise on, the targeting of the ad and its relevance to the user is vital to the success rate of a campaign.
04
Keyword selection

Regardless of whether you are working on PPC or SEO, the search engine results that appear will be relevant to the search query. This is down to keywords. With PPC, if you want your ads to show up on the right query, it’s vital that you bid on the correct keywords. To succeed at PPC, getting the right words is imperative to your campaign. Our PPC team have extensive knowledge on finding the right keywords, with the right intent. Not only this, our process includes keyword research, grouping and organisation, understanding negative keywords and bidding optimisation. Using keyword research tools and analytics data, we will optimise your campaigns to ensure you show up in the search results that are relevant to your business.
05
Content creation & campaign build

Compelling ad copy, landing pages and creative imagery is vital to the success of any PPC campaign. Our established content team will work to create copy and imagery that achieves the goals you have set in the most creative and compelling way, ensuring they are relevant to your ideal audience. From this, your campaign will be implemented in a way that works alongside your wider business goals.
06
Tracking & reporting

It is vital that you are always one step ahead when it comes to your PPC campaigns. Search engines and social media platforms often change their rules and guidelines, and so analysing data in order to effectively report your progress is the cornerstone for a successful campaign in the long run. We will monitor your accounts in order to evaluate their success and we will produce data with a narrative that is easy-to understand. We will adjust your PPC campaigns where necessary in order to develop your marketing efforts and continue to yield great results.
07
Conversion rate optimisation

With increased traffic to your website, you may think the hard work ends there. However, in order to stay on top of the game, it’s imperative that you continue to develop and refine your marketing strategy. Paying continuous attention to the user journey on your website is important in order to maximise conversions. As we gather more data, we will continue to adjust your strategy in order to increase conversion rate.

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Where should I focus my PPC efforts?

There are several paid platforms, however what will work best for your business depends on your aims and audience. Our PPC experience over the years will allow us to pinpoint the platforms and strategies that will provide the best results. This may include:

PAID SEARCH ADS

Paid search ads are text advertisements within the search network that appear when someone enters a search query into a search engine such as Google. The Google display network reaches 80% of Internet users, so there is no denying the power of search ads to reach a wide audience.
RETARGETING

Retargeting allows you to follow your potential buyers after leaving your website, in order to re- engage them and get them to return and complete a conversion. According to statistics, only 2% of web traffic converts on the first visit, making retargeting a fundamental part of any marketing strategy.
SHOPPING CAMPAIGNS

For your products to appear in search engines, ‘Shopping Campaigns’ are essential. These ads only work for e-commerce websites and have their own ad format that displays the image of the product, the price and product description.
VIDEO CAMPAIGNS

Video ads are 73% more likely to be clicked on than display banners. These ads can get you engagement from websites such as YouTube and connect with your target audience and really build on brand awareness.
SOCIAL MEDIA ADVERTISING

Social media platforms capture 33% of the time users spend online, so subliminally reaching your audience where they are already using their time is something not many companies can afford to miss out on. Depending on your target audience, LinkedIn, Facebook, Twitter, Pinterest and Instagram are important platforms in advertising your business.
PPC AND LOCAL SEARCH

More and more searches are getting localised. In fact, Google has reported that “near me” searches that also include a variant of “buy” have increased by 500% in the last 2 years. Users want to find a specific product or service in a specific area, at a specific period of time – and we can make sure you’re front and centre when these searches happen.
MOBILE ADVERTISING

The number of people searching on mobile has surpassed those on desktop, so if you aren’t optimising for mobile users, you are potentially missing out on thousands of visits each month.
Mobile optimisation is no longer a ‘nice to have’, it’s critical to the success of your online presence. Mobile users are often looking for something they need instantly, they are further down the conversion funnel and ready to convert.