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Paid Search (PPC)

Imagine if there was a way to ensure your website appeared on the first page of search engine results when people searched for keywords relevant to your business.

You could write an ad and it would only be shown to people who had expressed an interest in the product or service you offer and you would only pay a fee (cost-per-click or CPC) each time someone actually clicks on your ad and sends a visitor to your site.

That’s how paid search works, in a nutshell. PPC (pay-per-click) is the standard payment model.

It’s win-win for you and your potential customers; you drive highly targeted traffic to your website, while they get to see ads that are most relevant to their needs or requirements.

This gives you greater control over your presence on SERPs than a reliance on organic search results alone.

In fact, spend on paid search has overtaken that of traditional SEO techniques in recent years, as device usage fragmentation and Google’s algorithm updates has made organic traction more difficult to achieve (although most businesses find that using a combination of both is the most effective strategy).

Paid search campaigns are quick to implement, easy to track or amend and have the potential to yield immediate results.

Getting to grips with PPC is essential for every business that’s serious about boosting their search visibility. However, managing paid search campaigns can be an enormously complex task and optimising them to the highest level requires a plethora of skills, ranging from copywriting to data analysis.

We hope that these PPC tools will help you to navigate your way to paid search success.


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Data Series Chapter 1 – Metrics

eBook

If you want to get ahead, and stay ahead of the competition, then it is vital that you look the data you are presented with and that you are able to plan your future strategy accordingly.

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Marketing Attribution – What’s Driving Sales?

eBook

If you want to get ahead, and stay ahead of the competition, then it is vital that you understand where your sales and conversions are coming from so that you are able to plan your future strategy accordingly.

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Five Last Minute Festive Tips for Retailers

Five Last Minute Festive Tips for Retailers

eBook

You don’t need flying reindeer or hundreds of elves to be successful this festive season. Make sure your seasonal marketing strategy sparkles

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A Beginner’s Guide to Data Studio

eBook

The days of providing a box of numbers and calling it a report are, well, numbered – we’re well and truly in the age of data visualisation, and this eBook will show you how to begin

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How to do a PPC Health Check

eBook

A detailed guide to carrying out a full audit of your Google Ads account to improve Quality Score, bring down CPC and increase profit

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GDM cheat sheet

Google Display Ad Sizes Cheat Sheet

Cheat Sheet

Display advertising offers great control over your image, message and design to create striking ads - but you need clear, crisp images to have a real impact

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PPC Uncovered – An Advanced Guide to Paid Search (PPC)

eBook

Paid Search is one of the most important parts of the digital mix, yet also one of the most difficult to master - for that reason, our PPC Uncovered series is a must have for marketers.

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PPC Uncovered – Advanced Guide to Paid Search (PPC) Analytics and Measurability

eBook

Paid Search (PPC) is a branch of marketing that has a lot of data at its fingertips - but the real skill is making the most of it

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PPC Uncovered – Advanced Guide to Paid Search (PPC) Creativity

eBook

Paid Search (PPC) is as close as search marketing gets to mathematics - but that doesn't mean you don't need creativity!

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PPC Uncovered – Advanced Guide to Paid Search (PPC) Tech, Tools and Data

eBook

Paid Search (PPC) platforms have been growing and enhancing their offerings for more than a decade, it can be quite confusing. With Click Consult's help, that need not be the case.

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A-beginner's-guide-to-Google-shopping-Campaigns-250x250

A Beginner’s Guide to Google Shopping Campaigns

eBook

Google Shopping Campaigns are an absolute must for any retailer operating online. If you're not using them - or using them well, now's the time to start.

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The Power of Personalisation

eBook

As humans we all like to be loved. We want things that are personal to us and in online marketing, brands are scrambling to make sure that their content is not only unique but personal.

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A Simple Guide to Bing Ads

eBook

AdWords may well be the advertising platform of choice, but as Bing has approximately a 5% market share, can you really afford to miss out on their audience?

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Paid Search: Where Are Your Conversions Coming From?

eBook

Take your conversion insights beyond the flawed 'last click' attribution model, and find out which ads have the greatest impact

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PPC Uncovered – An Advanced Guide to Paid Search (PPC) Strategy

eBook

It's not all spreadsheets and calculations - PPC requires all the creativity and planning of strategy necessary to all of digital marketing

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Revolutionise Your Paid Search Performance

eBook

By following these 5 simple steps, you can reinvigorate, reenergise and revolutionise your paid search performance.

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Last minute tips for Black Friday

eBook

Black Friday is undoubtedly big business, with searches for 'Black Friday Deals' approaching 1.5 million a year. Are you prepared?

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Display advertising cheat sheet

Cheat Sheet

The majority of most PPC budgets are going to display ahead of search – meaning you could be ceding ground to competitors without a fight

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Beginner’s Guide to Improving Quality Score

eBook

Quality score may only be a facet of your Ad Rank, but it's one which has enormous impact on UX and, therefore, the bottom line.

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Making a business case for search marketing

Making a Business Case for Search Marketing

eBook

6 common objections and how to respond. Every year we're asked the same things - as budgets are allocated - how can a marketing department justify the necessity of search. Here's how...

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Compelling PPC – How to Create Ads That Convert

eBook

With search marketing becoming increasingly competitive, we look at how to stand out from the crowd and make sure your ads convert.

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Five Pillars of Mobile Marketing

eBook

Mobile marketing is not just the future of search marketing, it's also the present. If you're not optimising your online strategy for mobile devices, then you need to start - and soon.

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A Beginner’s Guide to Landing Page Optimisation

eBook

Landing pages should be an important part of your digital strategy; they impact both on the bottom line and on user experience (UX)

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Understanding Your Digital Audience

eBook

The complexity of today's customer journey means understanding your audience is vital to a successful search marketing strategy

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A Beginner's Guide to Ad Rank eBook

Beginner’s Guide to Ad Rank

eBook

Find out how you can improve your AdWords performance and better your Ad Rank, and use best practice to help your ads get the return they deserve.

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Paid Social – What Are The Options?

eBook

Exploring the paid opportunities to place your content in front of the audience that matters to you on social media

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Why Search Marketing is Marketing

eBook

Our everyday activities are moving increasingly to the web, making search marketing an extension of, rather than an alternative to traditional marketing.

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Developing A Paid Search Keyword Strategy

eBook

Keyword research is possibly one of the most vital aspects of paid search, find out all you need to know to get the best results.

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PPC Buyer's Journey Resource

PPC Buyer’s Journey

eBook

Have you ever wondered what constitutes the PPC buyers journey? From awareness to purchase, there are many potential ways a brand can influence that journey to make it lead to a conversion.

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PPC Toolkit

PPC Toolkit

Toolkit

Download our PPC toolkit to help take your knowledge of paid search to the next level

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Paid Search Optimisation ebook

Paid Search Optimisation

eBook

How to boost the performance of your paid search (PPC) campaigns and take your campaigns to the next level

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Simple Guide to Paid Search (PPC) ebook

A Simple Guide to Paid Search (PPC)

eBook

A jargon-busting introduction to how paid search (PPC) can help you to achieve your business goals and how to use it effectively

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