PPC Agency

1. Industry Research

Before starting any campaign, it’s important to research the subject and industry thoroughly, which allows us to gain as much insight as possible. The first thing that we do is conduct market research on the industry our client is based in, as well as keyword and competitor analysis.

We understand that every client is different, so our review process is based on your unique business goals and the networks where you’d like your ads to appear. We’ll also use our research to find out what motivates your potential audience, using this to your advantage.

2. Campaign Strategy

Every campaign is different, so naturally, the strategy we use will change, depending on your needs. We understand that all businesses are unique, so we’ll consider your individual requirements before committing to anything.

After conducting our in-depth evaluation and analysis of your business and the industry and creating a comprehensive keyword strategy, we’ll then use Google Ads Manager to bid on the specific keywords that will be used for your promotions. We implement both geo and device-based targeting to ensure your ads are appearing in the places your chosen audience will be searching online.

As well as the Google search page ads users can see when they type their keywords into Google, we’ll also create eye-catching design images that will draw attention to your ads – particularly suitable for shopping, display or remarketing ads.

Another key part of our strategy is split-testing your ads. Split-testing (sometimes known as A/B testing) is a marketing technique in which more than one type of campaign is tested, with the aim being to find the best one for your website. As well as finding a winning headline, description text and CTA (call to action), this method will also help you to boost website traffic and conversions along the way.

Regular health checks will be conducted throughout the entirety of your campaign to ensure that your ads are delivering as expected. We may also suggest altering your website’s text, images, graphics, navigation structure and check-out process for greater traffic, leads and conversions.

3. Timelines & Forecasting

Another thing we consider when implementing a new campaign strategy is the timelines and forecasting for the project. It’s difficult to predict what the forecast for a campaign looks like without conducting in-depth research into your business and utilising a comprehensive, data-led approach to strategy.

Again, this is another situation in which every client is different – some companies will see faster results than others, but this doesn’t mean that your campaign isn’t working. We will always set realistic turnaround times and give you a forecast of the months ahead using accurate data, so you know you’ll never be left feeling lost.

One of the main misconceptions within the PPC world is that the results will always be quick, as PPC tends to have a comparably swift turnaround when compared to other forms of digital marketing. This isn’t always the case, but no matter what happens, we provide a detailed prospective timeline so our clients can rest assured that everything is going according to plan!

Powerful Data

PPC uses a vast amount of data to produce fantastic results, tracking a huge array of metrics during the process. This data can be incredibly valuable when looking at future campaigns, allowing you to improve your strategy over time.

Some of the different metrics you can implement include:
• Impressions
• The performance of your landing page
• Click-through rate (CTR)
• Cost per click (CPC)
• Return on ad spend (ROAS)
• Conversions
• Profit
• Return on investments (ROI)

PPC is incredibly important for collecting powerful data, which can be used across all of your marketing campaigns to build an impeccable longer-term website strategy, as well as deliver returns on PPC.

Exceptional Targeting

Another massive advantage of using PPC is that the system allows for a range of different targeting options, increasing your scope greatly within the marketing world.

By using programs like Google Ads, you can send targeted messages to your users through the use of the following channels:

• Search – Keywords are particularly useful here – by utilising the correct keywords within your system, you can target the particular demographics you want to draw in. You can also add an audience to a search campaign, allowing you to only target users who search for the keywords you’re targeting. Dynamic Search Ads are another tool that can be used to match user queries relating to the content of your site.
• Contextual targeting – This form of targeting uses Google AdSense, which advertisers use by giving Google a list of websites they want their ads to be shown on, instead of Google picking them at random.
• Keyword targeting – This is one of the most common forms of targeting in the business. Marketers provide Google with a keyword list before Google crawls for content relating to the keywords, matching them together to show ads based on similar content.

These are just a few of the ways in which PPC can be used to streamline targeting to hit your core demographics.

Complements Other Channels

Some businesses tend to focus primarily on PPC, due to the fast results it typically brings about. However, this can be a mistake – a multi-pronged approach will help you to increase your traffic and conversions, keeping people coming back for more.

One of the main things we specialise in (apart from PPC) at Embryo is organic SEO. SEO refers to the practice of optimising websites to ensure they rank highly in online search engines such as Google, leading to more organic traffic overall.

Many people consider the two strategies to be polar opposites, but this isn’t the case. SEO can be used in conjunction with PPC – by combining the two practices, you can obtain better SERP outcomes and increase your standing in the business world.

SEO isn’t alone in this – other campaign types such as paid social and digital PR can complement PPC well. It’s important to use all the tools at your disposal, as this will allow you to corner the market, whatever industry your business is based in.