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PPC is evolving and as businesses find themselves in increasingly competitive markets, it’s important that any marketing activity you do makes your company stand out.

Our dedicated paid search team is constantly involved in industry discussions and looking at the latest developments to ensure we get the best results for our clients.

Creating adverts for your business and distributing them in the correct channels, to the right audience, is one of many techniques that can lead to increased brand awareness and sales. In this eBook, we’ll look at the market and give you an insight into creating ads that convert.

What is pay-per-click (PPC)?

PPC is the model of internet marketing whereby businesses pay a fee every time one of their adverts is clicked on by a potential customer. Placing an advert that correlates with a specific search can help widen your audience, boost your traffic and convert the traffic into sales. This happens if the ad links to a fully optimised site, with unique well written content. If this is the case you should be able to climb the paid results on the search engine results pages (SERPs).

There are four main types of online advertising that play a role in the standard payment model of PPC. They are:

Paid search
Paid search ads are those listings that appear at the top and bottom of SERPs, marked as ads, landing pages or ‘sponsored results’. The listings are paid for by the advertiser either on a cost-perclick (CPC) basis when the visitor uses a link to navigate to the landing page, or less frequently, as a cost-per-impression, for being displayed next to the search.

Display advertising
Display advertising is advertising on websites. It includes many different formats and contains items such as text, images, flash, video, and audio. The main purpose of display advertising is to deliver general advertisements and brand messages to site visitors.

Social advertising
Social advertising relies on social information or networks in generating, targeting, and delivering marketing communications. The advertising platforms provided by Google, Twitter, and Facebook involve targeting and presenting ads based on relationships articulated on those same services.

Social advertising can be part of a broader social media marketing strategy designed to connect with consumers.

Shopping ads offer a different experience for those searching for a product, mainly because they display more than the ad text. Shopping ads show users a photo of the item as well as the title, price and retailer. The overall concept of a shopping ad gives the user a stronger perception of what you are offering them and this can lead to more conversions.

Why choose ads?

It goes without saying that there are many benefits to running digital ads as part of a search marketing strategy. The first main benefit is that well-crafted and highly optimised ads can raise brand awareness and exposure. They put your immediate details into the public domain at the time they are searching for products in your sector. Your ads get your message out to a highly relevant audience which ultimately increases the potential of extra traffic.
If your ads are correctly placed and optimised to appear next to certain searches then they can improve your unique visits. If the content on the landing page is specific to the user search and includes a clear call-to-action (CTA) such as a downloadable brochure, an email subscription or a call back request, you are another step along the marketing path. These leads direct customers to your online store where they can convert from browsing to purchasing.

This eBook is a must for those looking to, build ads, increase exposure, boost conversions and increase their sales. Inside we cover the following areas:

  • Picking your targets
  • Setting your budget
  • Making great ads
  • Keyword strategy
  • Dos and don’ts
  • Split-testing
  • Tracking your results

In essence, you are looking for value for money in the same way that consumers are. You want to know that the PPC ads you are running are getting to the right people at the exact time those potential customers are looking for the products you sell. You want to generate as much traffic as possible and make sure that the yield on this traffic leads to the greatest return on investment, and this eBook can help.
Regardless of how competitive your market is, the primary reason that you are advertising is to try and capture that extra business. Our results in this sector speak for themselves and creating ads that convert is our speciality.

Download the Compelling PPC – How to Create Ads that Convert eBook today.

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