Embryo’s PPC team has found that local service ads tend to work best for small and medium businesses that want to push their services in a specific geographical area.

If you are a business that is keen on setting up local service ads or an individual who wants to learn more from our PPC team, then please get in touch after you’ve read this blog by phone at 0161 327 2635 or email info@embryo.com.

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What Is the Difference between PPC Ads and Local Service Ads?

One of the key differences between the two is that in PPC Ads you have to pay a fee per click called a cost-per-click or cpc. Whereas for local service ads you only pay a fee when a user contacts your business via the ad.

Another difference is the way in which each ad targets its target audience. With regular PPC search ads, we use keywords and variations of match types in order to control what search terms your ads appear for. However, with local ads, you simply select your business industry and your geo-location and Google chooses which search terms your ads appear for.  Businesses ‘rank’ for Local Service Ads based on the number of customers they serve and their average review rating.

Positioning, local service ads appear above PPC, and organic ads on the SERP. For regular PPC ads, only 2-3 of the highest bidding companies appear at the top of the SERP, however for local ads, there is a “more” drop-down option, so the user is able to see multiple services.

What Are the Benefits of Local Service Ads?

1. Lower Cost Per Lead: As mentioned above, local ads only charge you a fee if the user has contacted you through the ad. This means you can drastically lower your cost per lead as you are cutting out all the wasted spend on irrelevant or poor-quality clicks you would otherwise spend on regular PPC ads. Local service ads are cost-effective.

2. Voice Search response: Local ads are featured at the top of SERPs on all devices. In recent years, with the rise of Google Home and Amazon’s Alexa, voice search has become a new way to find quick answers to your solutions. This works hand in hand with local ads as high-intent keywords for voice search are often location-based such as “near me”, “open now”, “local” or “find me”.

3. Google Guaranteed: Google Guaranteed Badge is available for businesses that pass a Google screening and verification process through Local Services Ads or its partners. This is a powerful partnership as it can differentiate your ads from your competitor ads as well as give users confidence in your services. 

How Do You Know If a Business Is Google Guaranteed?

If the service is available in your area and you receive certification, a badge or logo will be displayed next to your ad. This badge looks like a small green circle with a white tick.

What Industries Can Run Local Service Ads?

• Cleaning Services
• Mobile Beauty Services (hairdressing, nail tech etc)
• Education Sector e.g. Tutors
• People Care / Child Care
• Pet Care
• Sports Coaches/ Teachers
• Wellness Sector (Personal Trainers, Yoga Teacher etc)
• Home Services (Decorator, Plasterer, Builder, Roofer, Mover etc)
• Professional Service (Lawyer, Financial Planner, Tax Specialist etc)

Is Your Country Eligible for Local Service Ads?

• Austria
• Belgium
• Canada
• France
• Germany
• Ireland
• Italy
• Netherlands
• Spain
• Switzerland
• United Kingdom
• United States of America

How To Set Up Local Service Ads:

Step One: Eligibility

Firstly you will be asked to select what country your business operates in along with your specific post code. There is also a drop-down menu where you need to select what kind of business you are setting up ads for.

Once you have submitted these details you will receive a notification whether your specific area is available for local service ads. If they aren’t, there is an option to be notified when local ads are available in your chosen area. You do this by adding your contact details. However, if local ads are available in your area, you need to create a profile.

Step Two: Create A Local Service Ads Profile

This section is crucial to the success and visibility of your local service ads. Here you input all your business details e.g. name, address and contact details. You can also include your prices for the different services you offer. Please note that you can always edit these if prices change or if you need to remove or add new services.

Step Three: Document Upload

For this section, depending on your industry you need to upload qualification certificates to prove you are qualified to work in your chosen industry. Uploading this paperwork is crucial as Google will not cover you unless you can prove you are properly licensed.

If you are unsure of which documents to upload, Google has a list to help you.

Step Four: Background Check (if relevant) & Budget Management

For some countries, Google requires an additional background check. This usually involves a phone call from Google where they will ask you some questions. This background check is free of charge and they usually check that your social security number is valid.

If your country does not require this, you can move on to budget management. As explained above, you only pay per number of leads not clicks. Here you can enter your budget for how many leads you are aiming for. Please note this can be changed.

Step Five: Assess Lead Quality

Monitor the quality of your leads and which ones become customers. This will help you draw conclusions in the long run and allow you to make optimisations based on what has historically brought in the best-quality leads vs what has historically brought in low-quality leads.

Connect With the Audience Near You

Incorporating local service ads into your digital marketing strategy can be highly effective if you have a brick-and-mortar store or offer services in a specific geographic area. They can help you reach potential customers near your location, which can be especially beneficial for attracting foot traffic or local clients.

Ultimately whether or not you should run local ads should be based on a comprehensive analysis of your business’s specific circumstances and goals. It’s often a good strategy for businesses with a strong local focus, but it may not be as relevant for businesses that primarily operate on a national or global scale.

If you think local service ads would work for your digital strategy and need help. Please contact our team to discuss this by email at info@embryo.com or call 0161 327 2635.

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In this blog, we will be looking at what Google shopping categories are, and why you should be spending more time optimising your product feed information. Here at Embryo, we understand that product feed optimisation is an important foundation for any ecommerce client and forms a vital part of our digital marketing strategy.  To learn more about what we can do for your business, feel free to get in touch by phone at 0161 327 2635 or email info@embryo.com. 

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What Are Google Shopping Categories?

Google has its own system of categorisation or taxonomy.  Google shopping categories are used to describe the departmentalisation of any type of product in a shopping feed. Google’s product category taxonomy consists of over 6,000 categories in the UK.  

In the past, the Google product category field was a required attribute for products within your Google shopping feed, however, to simplify this process for merchants, Google implemented automated categorisation. By using your product’s data such as titles and GTINs, Google will automatically assign a category for each product you submit. 

While the Google product category field is now an optional attribute for submitted products, it is still highly recommended to manually add Google taxonomies to your product data feed. This is even more evident for certain ecommerce industries, such as clothing & accessories or media & software where Google shopping categories are still required. Shopping categories still have a large impact on your Google Shopping campaign performance by ensuring your products match with the correct categories, otherwise, you may end up with shoppers unable to find what they are looking for.

While most online retailers have their products categorised online, these don’t necessarily match with Google’s taxonomy. Mapping Google’s shopping categories to your products takes time but will bring better results for ecommerce businesses.  When optimising your product data feed, you want to choose the best option from Google’s taxonomy that provides your target customers with the most relevant products. For example, when a shopper is looking for a pair of men’s shorts and your category only includes “Clothing & Accessories” instead of “Clothing & Accessories > Clothing > Shorts”, your ad may not show for that search query leading to fewer clicks for that product.

Why Are Google Shopping Categories Important?

While it is no longer mandatory to include categories for every product in your shopping product feed, excluding some specific categories like software or clothing, here are some reasons why you should leverage Google shopping categories:

1. Aids Google in deciding which search terms and queries your products will be displayed for. This allows your ads to reach your target audience more easily.
2. Helps shoppers and potential customers find your business and brand. When your product matches their search criteria, they are more likely to visit your website and purchase.
3. Your ads become more relevant, leading to cheaper cost-per-clicks (CPC) as well as improving your click-through rate (CTR).
4. Any advertising policies or tax rates that may be applicable to your products are correctly applied due to their product category.
5. Can help in creating well-structured campaigns based on the products category or type. This allows more room for optimisation & more effective PPC strategy to serve the most relevant ad to your customers.
6. Multiple platforms such as Bing & Facebook use Google product categories, so if you are looking to adopt an omnichannel retail strategy, optimising your shopping categories can help improve overall effectiveness across the board.

How To Use Google Shopping Categories

There is no set and fast rule for implementing Google shopping categories, however, the most important data is within the first two to three category levels. Going more granular isn’t necessary but can lead to stronger bidding accuracy. Google’s product categories must go in order to be a valid product attribute, so only listing one subcategory won’t be accepted. For example, for a dress, the shopping category ‘Google_product_category’ should be filled with: ‘Clothing & Accessories > Clothing > Dresses’ ; And cannot be populated only with: ‘Dresses’. 

Here are some other tips & tricks surrounding implementing Google shopping categories:

• For some products that don’t have a clear category, such as they have multiple categories that can accurately describe the product, we recommend selecting the category that describes the product’s main function, or the closest matching category.
  
• Make sure your category is as specific as possible. While it can be tempting to attribute to a more generic category to save time – it is better to have your ads shown for best relevant searches as this is more likely to lead to sales.
• You can use a Product Type [product_type] attribute for a product when Google’s predefined categories don’t match well. We never recommend using a product category not generated by Google, as this can limit performance.

Google Shopping Categorisation Challenges

With any process, there are some challenges you may encounter with the Google product taxonomy. While automatic categorisation has eased regulation around product categorisation, there is a likelihood that your products will be labelled incorrectly, or be labelled generically. This may cause item disapproval and the ads displaying for irrelevant search queries. Luckily we are able to override the automatic product categorisation through the ‘google_product_category’ attribute.

Secondly, as Google’s shopping product taxonomy consists of over 6000 categories, it can be a tedious task to categorise all products within a data feed, especially if there are hundreds or thousands of products. Moreover manually completing categorisation is time-consuming.

Finally, different product categories are treated in different ways by Google when it comes to advertising and editorial policies. All products are required to have the brand attribute field completed, for example, except for movies, books and recordings which may need a publisher as the brand attribute instead. Small idiosyncrasies such as these mean you need to be careful and specify the correct Google Product category, and then ensure all other attributes are correct as well, otherwise your product will become disapproved.

Google Shopping Categories: Are They Worthwhile?

Having accurate Google shopping categories is a small optimisation that can lead to a massive impact on your PPC advertising. Ensuring your products are properly categorised improves your target audience’s overall shopping experience as they can easily find your products and make the purchase. Simply, optimised Google shopping categories can have a large positive effect on your online retail website. 

Want to optimise your product feed and increase revenue for your ecommerce business? Get in touch with our team today by phone at 0161 327 2635 or email info@embryo.com.

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Building an intent-based PPC campaign can set you ahead of your competition. At Embryo, we understand that by knowing how and what your customers are searching for, we can begin targeting your key audience within your paid search campaigns. To learn more about how we can help with your keywords, feel free to get in touch with our team by phone at 0161 327 2635 or by email at info@embryo.com. 

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The Buyer Journey

To understand buyer intent keywords, we want to start by looking at the buyer’s journey. This journey is what a customer goes through when they begin looking for a product or service. In its simplest form, this can be divided into 3 stages: awareness, consideration and decision.

• Awareness: The customer becomes aware they have a problem
• Consideration: The customer understands their problem and considers options to solve it
• Decision: The customer decides on their solution and begins searching with the intent on the right provider to administer it. This search ends with a purchase.

Buyer intent keywords are vital during the decision stage as when the customer reaches their final purchasing decision, they use buyer intent keywords to look for specific products or services.

While buyer intent keywords are the most valuable to your PPC campaigns (as these are the ones that drive the final purchase), they are not one-size-fits-all. The intent behind the keywords your potential customers are searching online can be wildly different from one user to another and can affect converting searches into sales. Buyer intent keywords can be generally segregated into either high or low-intent keywords.

High Intent Keywords

These keywords are often specific and direct, which are the most promising for businesses to convert searches into purchases. Brand keywords are a perfect example. These are search terms that include the name of a specific brand or a branded product. They can provide a high return on ad spend (ROAS) as customers searching for this are heavily considering making a purchase.

Low Intent Keywords

These keywords usually include question terms such as ‘what’, ‘why’ or ‘how’. These have lower buyer content as it is more of a general search indirectly related to looking at parallel solutions rather than a targeted product or service. 

Seems simple, right? For paid search, the best keywords to target seem to be high buyer intent keywords but this is dependent on your type of product or service. If it is a high-consideration purchase, for example, an expensive bed, you may wish to target a number of lower-intent keywords as the intent to purchase is still there, but you may need to work harder to have the user take the step into deciding to purchase.

The 4 Types of Buyer Intent Keywords

As mentioned above, buyer intent keywords are terms people enter that signal they are actively looking to make a purchase. The trick is to know what buyer intent keywords your target audience is using to incorporate into your paid search campaigns. Being more intentional with your keywords towards your audience will help further scale your conversion rate and sales within your campaigns. Therefore it is vital to understand the 4 types of buyer intent keywords:

• Informational – to learn something and answer potential questions
• Navigational – to locate a specific website
• Transactional – to make a purchase
• Commercial – to learn about a product or service in order to make a purchase

Informational Keywords

These are informal searches that usually start with a question, like ‘How do I…’, ‘Can you…’. These low-intent keywords are often used earlier in the buyer’s journey and don’t often get potential customers to buy, rather they inform them that you can offer a solution to their problem. 

Navigational Keywords

When people are looking for a specific page or website, they may use navigational keywords. These include brand names, specific product names or a specific service, with the intention to get to the exact webpage they are looking for. For example, a customer searching for ‘IKEA bookshelf’ knows it will take them to a landing page on a specific site with those products. 

Transactional Keywords

Transactional keywords are used when a customer wants to make an immediate purchase and have the most buyer intent behind them. The most common keywords surround ‘buy now’, ‘order’ or ‘near me’. The customer is ready and wants to make the purchase and will look for information on brand, price or location.

Commercial Keywords

Commercial (also known as investigative) keywords are used by customers who want to investigate or do further research on a brand or product. The user has found a solution to their problem and is doing comparative research to weigh potential options. These queries can include terms like ‘best’, ‘reviews’ and ‘compare’.

By understanding these search queries and the differences between them, you can create the right paid marketing campaigns for your audience. Depending on your business, some of these keywords will naturally be more valuable than others within your digital marketing strategies.

Targeting The Right Buyer Intent Keywords

To attract your target audience, convert them into purchasers and keep them as loyal customers – which type of keyword do you use? Customers rarely buy right away, and they usually prefer to buy from someone they recognise or trust. Therefore the main goal is to find keywords matching each stage of the buyer journey and implement these within your marketing strategies. 

While transactional keywords predominately lead to the highest purchase intention, it doesn’t necessarily mean you should solely target these within your PPC campaigns. These keywords are likely to drive the best return on investment (ROI) so it is common for many paid search accounts to focus on transactional user intent. However, do expect more expensive cost-per-clicks overall due to fierce competition for bidding on these keywords. 

So why target low-intent terms like informational keywords if they don’t lead to a purchase? The buyer’s journey begins with research, so many people likely have similar questions. By targeting this keyword type through your organic search strategies you can generate more attention around your service or products. You can also target this through your paid search campaigns as they play a vital role in increasing brand awareness and trust with potential customers, as well as help direct traffic back to your website through remarketing efforts.

Buyer intent keyword research is an important part of assessing which keywords your customers are searching for. Once you understand the customer’s buyer journey and where the buyer is within it, you gain a better understanding of how to get the customer to the finish line of purchasing.

Buyer Intent Keywords: Need To Know More?

Keeping the potential buyer’s perspective at the heart of your digital marketing strategy to make it truly successful. Targeting the right buyer intent keywords results in a dramatic improvement to your paid search to capture your target audience, directing them to your website and setting up more qualified leads or sales. Well-informed paid campaigns that follow effective, targeted keywords produce better results for less.

If you are concerned that your digital marketing strategy is not targeting the right keywords for your business, Get in touch with our team today by phone at 0161 327 2635 or through email at info@embryo.com.

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After I landed my first job in PPC, I realised how crucial PPC blogs were to keep up with the ever-changing nature of this industry. Of course, I learnt a lot within my first role, but getting your hands on new updates and bringing them to the table makes you a valuable asset to any team. 

If you’re interested in understanding how PPC can play a crucial part in your digital marketing strategy, feel free to get in touch with our expert team after you’ve read this blog by phone at 0161 327 2635 or email info@embryo.com

In the meantime, we’ve compiled together 5 PPC blogs that you can get stuck into that all offer insightful information, regardless of whether you’re a PPC manager or a complete beginner.

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5 Great PPC Blogs To Follow

1. Search Engine Land

First up, we have Search Engine Land which covers all aspects of digital marketing including PPC. This blog posts daily updates on everything you need to know to keep up to speed, including industry trends, feature announcements, breaking news and product changes across all platforms. Another great feature of this blog is that you can sign up for their newsletter so you don’t miss out!

It also has a page dedicated to PPC news and content that ranges from explaining what PPC is to video search tactics to help implement successful marketing strategies. This blog offers a wide range of information for all levels of PPC knowledge and it even includes the latest PPC jobs within the industry.

2. Adcore Blog

Adcore blog is a haven for marketers, it granularly breaks down all things marketing including email marketing, marketing automation and video marketing. It particularly focuses on PPC and offers extremely beneficial content on PPC strategies and tools that can help you excel to the next level. Not only does it segment out specific topics, but it also displays multiple articles once you’ve selected a specific topic to read about.

The beauty of this blog is that it also has a section for e-commerce and ad platforms, posting everything from how to set up an account to how to apply for monthly invoicing. You won’t miss a marketing trick or a trend with Adcore. 

3. PPC Hero

PPC Hero is the ultimate blog to understand all things PPC, it’s a gold mine for marketers that are just starting out or want to expand their PPC knowledge. You’ll find plenty of basic how-to guides and advanced techniques to trial to help improve your own campaigns. 

The blog is written by a PPC-only agency, therefore the articles are extremely bold and the writers aren’t afraid to speak their minds on topics. Their writing stands out from other marketing blogs as they take risks which gives you the confidence to be daring when it comes to PPC. It’s definitely top of the feed for PPC marketers and should be a top choice to read daily to keep up to date with the latest PPC strategies, news, experiments and predictions.

4. Search Engine Journal

Search Engine Journal is one of the biggest digital marketing blogs, with an audience that has grown to over 1.5M monthly visitors. They post regular in-depth content from the best in the industry which makes it a must-read for any budding marketers. 

They cover everything you need to know about pay-per-click (PPC) including beginner guides, recent news, updates of paid search platforms and more. Another quirk to this blog is that they have a ‘Ask A PPC Expert’ column where you can answer any paid search questions which get answered in the next edition of AskPPC. 

5. Google Ads

With Google Ads being arguably one of the most effective PPC channels, it’s no surprise this blog has made it into the top 5 as a mandatory read. This blog offers the most reliable information on Google Ads and posts new updates on the latest changes, trends and products that Google offers. Not only does it notify you of upcoming changes but also how to best apply these new updates when it comes to implementing them on Google Ads. 

Here you can keep in the loop with what’s to come and prepare for future updates. I would recommend setting up notifications to alert you on new posts and updates so you don’t miss out. 

To Conclude: PPC Blogs Help our Team Provide Great Results

There you have the top 5 PPC blogs to follow, but by no means is this an exhaustive list. However, if you’ve managed to read through all 5 consider yourself up to date in the world of PPC. One crucial aspect of digital marketing is to ensure you’re consistently keeping on top of all the latest trends, updates and tricks. By subscribing to daily news or even reading an article once a week, you will see a significant difference in not only your PPC knowledge but your confidence in trialling new things. 

To learn more about how we do PPC, get in touch today! Hit the contact button below, call us on 0161 327 2635 or email info@embryo.com.

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As over 58% of users, today purchase products and services online weekly and 85% of users search via Google in 2023, jumping into PPC and SEO could be the first step into increasing your business’s sales and revenue. However, it takes technical know-how to do it properly. Experienced marketers can make mistakes when they enter into a new space of digital marketing or start selling a different product with PPC. An expert paid search analyst reviews every potential facet of your account, looking for ways to continually improve leads and sales.

If you are new to PPC, you may be unfamiliar that it can cost you less to hire an expert than it will launch a campaign by yourself. The inability to properly research, implement and maintain paid search campaigns can be disastrous for your business. Most companies are overloaded with running their own businesses or lack the experience needed to create and maintain a paid search campaign. Hiring a PPC expert is not only a logical decision but one that will save you resources, and time and ultimately increase your marketing return on investment (ROI) – There’s a reason why PPC professionals charge a management fee!

If a PPC Specialist is what you need to kick-start your PPC journey or to help it grow even further, you can give us a ring on 0161 327 2635 or contact us at info@embryo.com.

What is a PPC Specialist?

Before we jump into why you should hire a PPC specialist, it’s vital to understand what they are and how they can help improve your digital marketing.

A PPC specialist is a digital marketer that is trained in the art of pay-per-click advertising campaigns. Using both creative and analytical strategies, they are responsible for planning and optimising the effectiveness of paid marketing campaigns in earning the best possible ROI across Google and Bing platforms.

While a beginner to PPC may be able to implement a basic campaign, PPC specialists use their expertise to design, build and execute advertising campaigns that can meet your business goals and objectives. They are able to navigate paid advertising platforms, software and more to effectively monitor their campaigns, manage budgets, implement strategies and ensure profitability. 

Simply put, PPC specialists provide immense value to their customers by analysing online advertising campaigns and optimising them to continually improve leads and sales. Specialists are specialists for a reason and below are 10 reasons why you should hire a PPC specialist to handle your ongoing marketing efforts.

10 Reasons Why To Work With A PPC Specialist

1) Keyword Research

For many businesses, potentially profitable advertising campaigns are hindered by their own keywords. A common misconception about keyword optimisation is to find keywords that have a high search volume and then use it within their ads and content. However, these are highly competitive, with large companies and corporations spending thousands to ensure they rank for these, leaving little room for you to appear. Furthermore, picking the wrong keywords, or even match types can quickly exhaust your budget and your campaign will have poor ROI.

To have PPC ads that appear and convert, you will need to be more strategic. This is where hiring a PPC specialist comes in; you’ll get access to the experience you need for this fundamentally important and time-consuming process. PPC experts will consider a myriad of factors for every keyword, from search volume and competition to average cost-per-click. A combination of these factors helps build stronger and more converting ad campaigns.

They will also use a number of keyword tools. While a beginner PPC marketer may solely rely on free keyword tools such as Google’s Keyword Planner, PPC specialists can give you a competitive advantage by looking at other competitors’ ads and keywords they are bidding on, as well as access to alternative keywords that free tools may not pick up. These tools can be an expensive cost monthly in addition to any other expenses you may have.

2) Ad Copy

Competitor research is a vital component for PPC experts and this doesn’t stop from keyword research to the ad copy. PPC specialists understand how to study your competition, find a good copy, and form ads based on what they know works for your industry. Furthermore, ad copy requires knowing who your audiences are, how they search, how they think, and their end objective. Bad ad copy will not convey the relevant message to your audience, wasting budget and losing potential customers. 

By utilising additional tools and understanding of your industry to construct persuasive and action-driven ad copy that is relevant to your target audience’s search, PPC specialists can elevate your campaign and improve your conversions while staying within the best practices and guidelines of your preferred search engine and ad platforms.

3) Landing Page Optimisation

Relevance is important in all areas of advertising, from SEO to PPC. If your landing page is irrelevant to your user’s needs, you could be wasting your budget. Not only do PPC specialists understand the principles of landing page design, but they also understand the importance of pushing a user through to finally convert.

While a beginner PPC marketer may not change and update your landing pages, PPC specialists will consistently test different landing pages in order to improve conversions by finding out what layouts engage or convert your target audience to the optimal level.

4) Experience

PPC specialists, especially within agencies, have worked with other clients in your industry and have the knowledge they can use to apply your ad campaigns. They will continue to learn and understand search trends for your industry to always be one step ahead of your competition and proactively be prepared for any highs and lows in your services and products.

At Embryo, we have clients in a wide range of industries, from hospitality and retail to insurance and service industries. You see some of these here, and how we have helped these businesses scale and grow.

5)  Tracking

Accurate conversion tracking is essential to the success of your PPC ad campaigns. The foundation for any PPC account is its ability to track conversions and where they have come from. Tracking your conversions, allows PPC specialists to optimise your campaigns, identify areas of improvement and measure the success of your paid advertising. 

However, tracking takes expertise and time. Beginner PPC marketers may follow Google’s top-level tracking for your website, it is not as accurate as a full tracking set-up could be; with custom segmentation, primary tracking, and with UA now upgrading to GA4 there has never been a better time to have a PPC expert help guide you through this.

6) Campaign Knowledge 

There are many potential settings in your paid advertising platforms that can be adjusted in order to get the optimal level of results from your campaigns. Those new to PPC may create one or two campaigns without making any changes or taking into consideration your business which can ultimately waste budget and receive poor results.

For example, campaign types range from search all the way to the new-kid-on-the-block Performance Max which all perform differently to a myriad of audiences and platforms. There are also settings such as deciding between smart automation and manual bidding, whether to allow your ads to appear on partner and affiliate networks as well as any additional assets you may need for your campaign: site links, locations, creatives and more.

Without a strong understanding of these settings and how they can benefit your campaign, you could be paying too much for similar traffic that other competitors pay a lot less for. 

7) Understanding Your Target Audience

Similar to understanding your paid advertising campaigns, it is equally important to understand your business’s target audience. Many businesses never take the time to consider who they are actually targeting with their PPC campaigns. Luckily, through demographics, geo-targeting and devices, PPC experts can help identify your key audiences and establish visibility and loyalty towards your brand. 

PPC specialists will focus both on first-party and third-party data to create a comprehensive and effective paid advertising campaign, allowing you to target the entire sales funnel and improve customer retention.

8) Adaptability & Time

Search platforms such as Google continually update and make changes day-to-day to how their platform works and subsequently affect your campaigns. It is a PPC specialist’s duty to keep in the loop with these trends through blogs, websites, events and representatives that can be very time-consuming for those having to run their business at the same time! 

By allowing PPC experts to keep on top of this and give the account the attention it deserves, they can continue to make the right decisions at the right time while trialling new campaigns and settings to further improve your campaign’s results.

9) Strategy, Plans & Reporting

Having a PPC expert on your side means that you know exactly what’s going on in your account with consistent reporting, as well as continual strategy and future plans to continue your growth and ROI within your account. They are always looking one step ahead to beat the competition and are able to explain complex ideas and search trends in a way that makes sense to you.

Here at Embryo, we are data-driven and use your historical data to optimise your campaigns to the highest possible ROI. Defining your goals and objectives through continuous analysing of your ad performance and other metrics, allows us to make informed marketing decisions to scale your business.

10) Trusted Partnerships

PPC is one drop in the ocean of digital marketing, working with a PPC expert at a digital marketing agency gives you access to the whole hemisphere of marketing knowledge – from fellow PPC experts to SEO and other paid media such as paid social. They have a bank of expertise to rely on and a variety of specialities to further scale and grow your business. 

While a freelancer or in-house PPC advertisers have their benefits, having a relationship with an agency ensures all aspects of your company’s marketing are all working towards the same goal and can take on any project that you may need.

Start Your PPC Journey And Grow With Embryo

PPC experts take years to learn PPC inside and out and for the reasons above, you can see why they are essential for any business looking to grow and scale. If you are interested in working with a multi-award-winning team of PPC experts, you can get in touch at info@embryo.com or call us on 0161 327 2635.

To learn more about how our multi-award winning PPC team can benefit you, get in touch with our team after you’ve read this blog by phone at 0161 327 2635 or email info@embryo.com.

The Key to Automation

Since the start of 2023, it’s been clear that automation is transforming the PPC landscape. There have been a plethora of new advancements which are rapidly changing the way account managers work in order to achieve the best results for their clients. We’ve found that over 85% of top executives recognised that they weren’t meeting their aims for capturing data, and that businesses using data driven models were considerably outperforming their rivals.

As technology continues to evolve within PPC. We’ve found that information is indeed the key to automation. From historical data, customer match lists, high quality assets and advanced tracking,  It’s imperative that you work to gather as much information as possible for your campaigns to succeed.

Search Ads… By TikTok

Yes you read that right. TikTok is gearing up to launch their own search ads. Whilst they promise that advertisers will be able to bid on keywords and phrases relating to their own products just like Google. PPC experts still remain very sceptical.

TikTok have said they are in the very early stages of testing in specific regions. And that for now, advertisers won’t be able to bid on specific keywords for advertising purposes. The current stage of testing is managed purely by TikTok based on keywords that would be most relevant and impactful to the advertiser and their specific ad.

Letting Go of Manual and Loving Automation

No, this isn’t a plea to push car lovers towards electric vehicles. It is in fact a piece to help account managers let go of manual strategies and embrace automation. Embracing automation is fast becoming the only way a business can thrive in the current digital climate. With machine learning getting better and better, we think it’s important to address the fact that automation is here to stay, and we need to learn to love it.

Here at Embryo we have a number of experts which have found internationally recognised success by incorporating automation into their campaigns. Don’t hesitate to get in touch if you’re somebody who’s finding it difficult to make the most out of automation.

A new Google Ads Interface

Google have announced that they are testing a new streamlined interface that is designed to help improve workflow in the Google Ads console.

Their new interface has a range of new features including a new navigation bar, a reorganised interface and a refreshed look and feel. To learn more about the new roll out, click here.

We hope you’ve enjoyed our latest PPC news round up. The team would be more than happy to answer any queries you may have regarding any of the above points as well as all things PPC. Contact us by phone at 0161 327 2635 or email info@embryo.com.

So what’s the next step? Let’s cover the basics, and then look at some advanced Feed Management optimisation practices that can maximise revenue in your retail campaigns (whether they’re old school Shopping campaigns, or the new hotness, Performance Max – these advanced tips will be beneficial).

Needless to say, while this is a useful guide for getting started, it only scratches the surface in unlocking the maximum potential that Google Shopping & Performance Max can offer. To discuss your objectives & aims for dominating Google Shopping in 2023, give us a ring on 0161 327 2635, or get in touch at info@embryo.com

The Basics – Why is Shopping Feed Optimisation Important?

As you know, Google is successful because it excels at making sure users find what they’re looking for. If it did a bad job at this, users would look elsewhere. Therefore it’s in Google’s interests to reward advertisers who are good at helping Google match content to a user’s search.

Simple, right?

Like virtually every aspect of Google ranking (including on Organic channels), this prevailing fact needs to be at the forefront of your mind when considering Shopping Feed Optimisation. The more effort, care and detail you put into your Shopping Feed, the more Google gains an understanding of what your products are, and therefore Google gains confidence in matching your products to a user’s search.

The Basics – Keyword Level Shopping Feed Optimisation

If you’ve ever worked on Organic SEO meta titles and descriptions, this will instantly feel familiar to you!

Google Shopping product attributes are made up of all sorts of things – including price, material, size, weight, colour – and vitally, Title and Description.

To demonstrate let’s take an example product Title and Description, and see what it can tell us about the product.

“Womens Shirt”

“Nice shirt for women in summer, with free delivery”

Aside from the “summer” and “womens” modifier, theres virtually no information about the product, and is therefore likely to not be seen as particularly useful in Google’s eyes.

“Nice” doesn’t really tell us anything about the product – especially as it’s subjective and opinion-based. “Nice” may have some keyword volume behind it, but realistically, a product called “Nice Shirt” isn’t going to be prioritised by Google for increased visibility, because it tells the user nothing useful.

So, let’s take a look at strengthening this product in Shopping Feeds, and facilitate giving Google the information we already know, as the seller.

“Breathable Red Cotton Women’s Summer Shirt – Size: Medium – Perfect for Casual Wear”

Already we have given Google far more information to help it classify & match the product to a user’s search. What we’re aiming for here is a mix of keyword volume, granular detail, and restraint.

Keyword volume: “Red”, “Cotton”, “Women’s”, “Summer” & “Shirt” are all keywords with sizeable volume behind them, so we want to make sure these are included as early as possible in the Title text.

Granularity: Including “Breathable” increases relevance to the user, and if a user searches for a breathable shirt to stay cool in summer, both Google & the user will recognise that this is a product they should consider. Including the size in the product title, along with a keyword like “Casual” also helps.

Restraint: We don’t want to populate the title with an Amazon-style 500-character title. Google works differently, so we need to hold back from keyword stuffing! A sweet spot between 75-150 characters works best.

The Description however allows us to embellish a bit more, and lean a bit more on the keyword. We can be a bit more “stuffy”, but don’t go overboard.

“Stay cool and comfortable this summer with our red women’s cotton shirt, made from breathable fabric to keep you feeling fresh all day long. This shirt is perfect for casual wear and will add a pop of colour to your summer wardrobe. The lightweight and airy material makes it ideal for hot weather, and the relaxed fit ensures you’ll stay comfortable no matter where your day takes you. Don’t compromise on style for comfort – get the best of both worlds with this stylish & breathable red cotton women’s this summer.”

The Basics – Shopping Feed Image Selection

When importing a product feed, Google will usually favour the first image in a product carousel from the website or product page. While your page might let the user scroll through images at their leisure, it’s a different story in Search Results. Here you’re battling against other advertisers for the user’s attention, so if your default image is poor, or doesn’t stand out against other advertisers’ ads, a user is less likely to click through, even if the Title and Description match exactly what the user is searching for. We’re visual shoppers, and we like pretty pictures. Pure and simple.

Thankfully you can manually select images in feeds, so don’t settle for the white background ‘Amazon’ shot – try a lifestyle shot. Show the product being used. Give it some allure! Inspire your user to click through, and rely on your website experience to sell them on a purchase.

The Basics – Shopping Feed Attributes & Optimisation

While Title, Description and Image choice gives you a bit of creative freedom, when it comes to attributes, it’s all about ticking boxes.

Helpfully, Google provides a list of pre-defined attributes in every single Shopping Feed – it’s on you to give Google as much information as possible. Remember that prevailing attitude: Help Google understand what you’re selling, and it’ll reward you with greater visibility in Search Results.

• Availability – current stock availability of the product
• Price – the cost of the product
• Condition – the condition of the product (new, used, refurbished, etc.)
• Brand – the brand of the product
• GTIN – the global trade item number (EAN, UPC, ISBN) of the product
• MPN – the manufacturer part number of the product
• Colour
• Size – the size of the product
• Gender – the gender the product is intended for
• Age Group – the age group the product is intended for
• Product Height
• Product Length
• Product Width
• Product Weight
• Material – the material the product is made from
• Shipping weight
• Shipping – the shipping options available for the product
• Tax – the tax rate for the product
• Custom Labels – customisable attributes that can be used to categorise or group products (more on this in Advanced Tips)

Bear in mind you don’t need to fill in all of these details, as not all products are defined by all attributes. Prioritising GTIN and MPN can be greatly beneficial, as Google will be able to identify exactly what you’re selling, but not every product has a GTIN or MPN, especially if they’re made to order.

Advanced Tips – Custom Labelling & Performance-Based Shopping Feed Optimisation

Here’s where you can take the fundamental work done on populating your shopping feeds and give your Google Ads campaigns a bit more strategy for e-commerce.

Some things Feed attributes DON’T include are seasonality, product performance, or your business priority for pushing certain products.

By applying custom labels, you can effectively create your own Feed attributes, and group products into custom categories for promotion via Google Ads. For example, you might apply a custom label for clearance products, which would allow you to select that custom attribute in a Google Ads product group, rather than manually selecting your products individually.

However, where it gets really exciting is using custom labels based on product performance…

If you were to select your top 10 products in Shopping feeds and apply a custom label for top performers, you could treat that as a product group in Google Ads, allowing you to prioritise your top sellers with more budget and higher bid settings.

However, you might have guessed that this approach is completely static, and would require regular updating which products have that key custom label, otherwise, you might be missing out on other potential top sellers to prioritise.

Advanced Tips – Automatic Top-Seller Priority

At Embryo, we partner with Shoptmised, which allows us to unlock even more potential with performance-based custom labels. Shoptimised allows us to define dynamic-rule conditions to determine which products get given high-performance custom labels.

Basically speaking, we use Shoptimised to automatically apply “top performer” custom labels to any product that performs above our defined parameters (for example, we can define a top performer as any product that achieves over £X revenue, and at £Y ROAS), which automatically enrols those products into our highest-budget-and-bid campaigns, ensuring that we’re always giving more budget to what works best, and making sure that products that do not fulfil those conditions are deprioritised into a lower-tier campaign.

When all is said and done, this is one aspect of ensuring high-ROAS retail performance with Google Ads. You can browse our blogs on Performance Max to get an understanding of other important factors, and if you’d like to discuss your retail goals with us, contact us at info@embryo.com, or call 0161 327 2635.

If you are running Google Ads, you already know it is vital to track conversions accurately to maximise optimisations and attribute sales. However, not all sales that started with your Google Ads occur online. For example, someone could click on your ad and decide to visit your store in person or decide to call your number rather than submit a form. 

In many of these cases, these sales are not counted within your conversion data or attribution statistics, leaving you with an incomplete picture of how well your campaigns are performing and if your marketing efforts have contributed to a positive return on investment (ROI).

Offline conversion tracking helps complete this picture, allowing you to monitor your customer’s journey down the funnel by tracking and identifying sales as well as other actions that occur outside of your website.

Here at Embryo, we understand the importance of offline conversion tracking and it forms an important part of our digital marketing strategy. To learn more about that strategy feel free to get in touch with our team after you’ve read this blog by phone at 0161 327 2635 or email info@embryo.com.

The Importance Of Offline Conversion Tracking

Offline conversion tracking can simply increase the efficacy of your overall marketing strategy.

When offline conversion tracking is properly implemented, you will be able to determine what areas of your PPC are driving sales. It will allow you to continuously optimise your advertising campaigns and note vital touchpoints in your customer’s journey back to your Google Ad platforms and adjust your marketing strategy to drive the best revenue.

For example, if your business has multiple touchpoints from lead submission, consultation and sale. These touchpoints can be noted as conversion goals and provide insight into optimising your Google Ad campaigns. Your Return on Ad Spend (ROAS) may differ from campaign to campaign, allowing you to focus on driving revenue as opposed to general ‘sales’. 

Would This Work for Your Business?

Determining if offline conversion tracking can help improve your PPC or other online marketing efforts for your business can be confusing. But don’t worry, if any of the below apply to you and your business, then importing offline sales can help: 

• When you want to track conversions that happen offline such as in your physical store, over the phone or in a sales process with multiple touchpoints
• When you want to attribute conversions to specific touchpoints in the customer journey
• When your business frequently closes sales offline
• When you want to optimise your campaign to waste less money on keywords that aren’t working, or times of the day or week that result in higher revenue
• When you want to understand the complete picture of your customer’s journey
• When your business has a short conversion window from lead to sale

The Challenges Of Tracking Conversions Offline

Offline conversion tracking can be a difficult process to set up. With tracking restrictions and third-party cookies being blocked, it can be hard to track conversions accurately from different sources. There are many challenges with setting up offline conversion tracking:

Getting Access To The Right Data

Not many businesses or organisations have the resources or infrastructure to track online and offline data sources in one CRM or POS system.

Additional Privacy Concerns

There may be further additional privacy concerns that must be addressed when collecting data from your customers. Many businesses choose to work with a third party that specialises in providing accurate measurement of offline conversions which can be an additional cost.

The Technical Implementation

Manually uploading using a CSV file is the easiest way, however, it does require a large amount of time to collect the data and organise them according to network requirements. This can become complex quickly. Automating the integration of offline data can help solve this issue but it could have a high initial cost.

Conversion Window Times

Offline conversion tracking works best for businesses that have shorter conversion windows from lead to sale. Products that take a longer consideration time or have longer conversion windows, it can take a long time for the revenue to be fed back into your Google Ads account. This makes it difficult to optimise your campaign week on week as the gap between the initial click and the sale can take a long time for the revenue data to be imported back into your campaigns.

Luckily, digital marketing agencies like Embryo can help identify these challenges and implement solutions into your marketing strategy, supporting your business or organisation along the way.

How To Implement Google Ads Offline Conversion Tracking

Implementing offline conversion tracking can be simple. It begins by capturing click data from your paid channels and then linking to an outside source, most commonly your CRM. Once linked and imported back into your PPC account, you will be able to see what clicks lead to sales and further optimise your campaigns. 

Google Ads allows you to import offline conversion data as long as you can grab and store the original user’s unique ID to associate with any conversion actions the user has completed. For PPC, Google provides a unique ID called GCLID (Google Click Identifier) which monitors clicks from your ad onto your website. 

To set up offline conversion tracking with GCLID all you need to add a snippet of code to your website. The code will capture the GCLID from the website URL and pass it through to your conversion tracking system. This unique ID gathers information about the original user, such as location, name, ad clicked and purchase made. 

This data, when linked to your CRM platform, can match up the corresponding ad click in your Google Ads account and the offline conversion. Once this has been linked, you can track your qualified leads and follow your customer through the funnel. 

To have offline conversions accounted for in your account consistently without the need for reoccurring manual file uploads, you will need to set up an automated offline conversion process. 

Want To Know More About Offline Conversion Tracking?

By understanding what offline conversion tracking is and what benefits it can provide, businesses can make more informed decisions regarding their digital marketing campaigns and solve some of the ambiguity that can surround it. 

If you are interested in implementing offline conversion tracking for your business but are unsure where to start, Embryo can help. We know that all levels of tracking are important, from online and offline to your campaigns and ultimately your revenue. Do you want to work with multi-award-winning PPC experts? Get in touch via email at info@embryo.com or call us on 0161 327 2635.

One of the KPIs that people focus on the most is ROAS, which stands for return on ad spend. It refers to the amount of revenue that is earned for every pound spent on a campaign. It’s as simple as saying for every £1 spent on ads, £5 was made – it’s easy to see why it is such a focused performance indicator. ROAS is considered the primary metric for many e-commerce companies that run paid ads. So much so that many paid strategies are based around ROAS targets and actually influence important elements such as budgets, so naturally ROAS figures are something that business owners are keen to focus on.

The problem here is that ROAS only follows a single stream from clicking a paid ad to converting. For many customers, their journey to purchase is not always this simple. So if a marketing team were to look at their customer’s journey through the lens of ROAS, they’ll miss vital digital touchpoints which have contributed to the end conversion.

At Embryo, we judge our success on the metrics that matter to you, be it revenue, leads, or followers. We use a holistic reporting system to ensure you see the full picture and can understand how our paid and organic campaigns are positively effecting your business. To learn more, contact us today by phone at 0161 327 2635 or email info@embryo.com!

The Role ROAS Plays In The Customer Journey

With the rise of digital marketing, different stages of the buyer journey (Awareness> Interest> Consideration> Purchase) have become more complicated than ever. In particular, the interest and consider phases in the theory are increasingly becoming more erratic which means that the customer journey is anything but linear. This is why ROAS may be a limiting KPI to define your campaign success.

For example, last-click or first-click attribution models can disregard the role your paid ads have played in the success of a consumer conversion. We always recommend data-driven as an attribution model as it shares the value of your channel so it is reflected in your conversion data. This offers a deeper insight into how your ads work together to lead your users to convert.

However, it is crucial to ensure that if you have a multi-channel digital marketing strategy all your channels share the same attribution model so the conversion data is not duplicated and is accurate as possible.

Can Being Too Fixated On ROAS Harm Your Business?

Many people believe so.

Although we have established ROAS is an important metric we should take a holistic view and monitor a variety of metrics that contribute towards our successes. For example, ROAS does not take into account other crucial factors such as customer lifetime value (CLV), brand awareness and customer retention.

Customer Lifetime Value (CLV) & Customer Retention

Customer Lifetime Value allows you to maximize the value of every customer relationship. As a result of this, you are will be providing a better experience for customers which in turn keeps them, around for longer and helps encourage more revenue for a long period of time.

A campaign may be achieving a high ROAS but a low customer retention rate may not be as successful as a campaign that has a lower ROAS but a higher customer retention rate.

Keeping customers is a lot cheaper than acquiring new ones. That is the main idea behind customer retention, understanding why customers are leaving and identifying ways to keep them around longer.

Brand Awareness

It is imperative that you do not underestimate the power of brand awareness. ROAS massively focuses on short-term profitability rather than long-term brand building. Brand awareness campaigns are powerful as they can lead to an increase in lifetime value and a decrease in overall customer acquisition costs (CAC). Therefore contributing towards your overall growth as a business. Brand awareness campaigns naturally have lower ROAS as they are targeting cold customers new customers are often more expensive.

Additionally, there is a new feature now in GA4 that helps you target purely new customers. New customers are known for being more expensive but this is paid back for if you have a lifetime value of a customer.

The KPIs You Do Need To Be Looking At

There are various KPIs in both PPC and paid social which play a huge role in determining your paid ad success. While we agree that ROAS is important, we want this blog to discuss why success should be judged on plenty of relevant KPIs not just ROAS.

Below we have broken down other KPIs which are and how they can give us a clear indication of whether we are on the right path.

Click-through-rate (CTR)

Click Through Rate (CTR). CTR is the percentage of individuals viewing a web page who view and then click on a specific advertisement that appears on that page. CTR is an excellent measure of how successful an ad has been in capturing users’ attention.

CTR is a great indicator of how well you have targetted your ads and if knowing they have reached the right audience (high CTRs suggest you have reached a highly interested audience).

Especially for brand awareness ads such as Facebook ads, display ads or YouTube ads. The first interaction with a brand may not necessarily result in a conversion but it can plant the seed in the customer’s mind and create a relationship between the user and brand recall. This may lead them to then convert later on in their customer journey through direct or search for example.

Conversion rate (CR)

Conversion rate records the percentage of users who have completed a desired conversion action. The formula for CR dividing the number of conversions by the number of clicks on advertisement as a percentage. This is a good indicator of whether your marketing efforts are effective as CR analysis can show which channels are the best for promoting a particular product/service. This ultimately can help advertisers to determine the effectiveness of their copy and use it to guide strategic decisions.

ROAS Is Just One Type of KPI, Get in Touch to Learn More

There is no dispute that ROAS is a valuable metric. However, it is important we look at the bigger picture and insight into other key metrics as the ones we have mentioned above are crucial to understanding the value of your paid ads and your customer journey.

At Embryo, we always look at the bigger picture and know that fluffy performance indicators mean nothing if you don’t see material benefits to your revenue or online presence. Do you want to work with multi-award-winning PPC experts? Get in touch via email at info@embryo.com or call us on 0161 327 2635.

When you enter the world of digital marketing, you’ll be hit with an endless stream of acronyms and terms which are seemingly similar, and are often used interchangeably, that can mean totally different things in a variety of contexts.

Two of these seemingly synonymous terms are Paid Search and PPC. The confusion stems from the fact that PPC is a component of Paid Search, and is often the most important (and thus talked about) aspect of Paid Search, but conflating the two means ignoring the multifaceted nature of Paid Search.

What’s The Difference?

Paid Search refers to all ads that you can use to feature on the Search Ads Results Page (SERP) of a search engine or on websites across the internet, be that Google, Bing, DuckDuckGo, and so on. Beyond pay-per-click, Paid Search also includes Cost Per Mille (CPM) and Call-Only Ads.

All PPC is considered at least an aspect of Paid Search, but not all Paid Search is PPC.

Cost-Per-Mille Bidding

CPM bidding means that, instead of paying per click, you pay per one thousand impressions that your ad receives. CPM is the most common targeting option on Display Networks, because you’re essentially paying to increase or improve your brand awareness.

Due to the nature of Display Ads, where they’re predominantly used to build interest for future conversions and cement the awareness of a brand but not necessarily drive immediate traffic, CPM is a good way of making sure that you’re exclusively paying for awareness.CPM bidding is also effective for newly started advertisers that are looking to measure CTR% while creating exposure so they know which of their display ads are creating the most impact among users discovering their brand.

Given that adverts placed on the Google Display Network reach up to 90% of internet users, which also means having the potential of featuring on over 2 million websites, the CPM bidding strategy is an effective way to grow your brand awareness and catapult your brand name into the minds of consumers.

Call-Only Ads

Call-Only Ads are when you pay per call (not click!), i.e. when the customer clicks on the number featured in your ad. Google call ads are only displayed on phones that can make phone calls and are made to entice users to call your company. Instead of clicking your ad and being sent to your website, the user will click your business number and phone call you directly.

Call-Only Ads are extremely vital if you have a good sales team that can capitalise on immediate interest via phone calls and build trust with the user straight away.

It’s because of this immediate connection between the business and user via Call-Only Ads that, according to Marketing Land, [phone calls have a conversion rate of 30 to 50%](https://martech.org/report-calls-have-30-to-50-percent-conversion-rates-most-come-from-mobile/#:~:text=2%3A47 pm-,A call is%2C generally speaking%2C a better lead than a,Intelligence Index report from Invoca.), which is a lot more impressive once you consider that clicks have a 1 to 2% conversion rate.On top of this, Call Ads allow you to immediately filter out poor quality leads that come through, instead of wasting time chasing up whoever has left a form submission or emailing back-and-forth until you realise that you’re not the right fit for each other.

With over 50% of ad clicks happening via Mobile Phones, optimising your ads to feature Call Ads to allow your business to capitalise on high-intent interest has never been more important.

Pay-Per-Click

Pay-per-click (PPC) is your bread and butter Paid Search component and is the most prevalent method of Paid Search. PPC refers to paying each time your ad, whether that’s a Search Ad, Shopping Ad, Display Ad, Video Ad, or Discovery Ad (among others) receives a click.

It is often conflated with Paid Search because of how popular it is within the digital space. Reports show that up to 65% of customers click on PPC ads, which is why it is so important to consider PPC in your digital advertising.

PPC is preferable when you want to have greater control over how your ad spend is applied, as you have the option to determine how much you pay for each click. There are also a variety of bidding options available for PPC, which range from automated and manual.Automated bidding refers to when you set up your budget and targeting options and allow automation to do the bidding for you. Platforms will use the data they’ve accrued to determine how much to bid, when/where to show your ads, and who to show your ads to based on your predetermined goals that you have established for the AI to then use.Among the different types of automated bidding strategies are:Maximise Conversions: This setting will optimise bidding in order to achieve as many conversions as possible

Maximise Conversion Value: This setting will optimise bidding in order to achieve as much conversion value as possible

Target Impression Share: This setting will optimise bidding in order to achieve the highest impression share possible within your budget

Maximise Clicks: This setting will optimise bidding in order to achieve the highest amount of clicks possible within your budget

Target CPA: Bidding will be optimised in order to structure bidding in order to achieve your target cost per acquisition

Target ROAS: Bidding will be optimised in order to achieve your target return on ad spend

Enhanced CPC: You will determine the Maximum CPC that you want to bid on a keyword, but the advertising platform that you’re using will adjust the CPC if it believes that a conversion is highly likely based on the conversion data that has been accrued within the account historically

Within PPC is also the option to choose manual bidding, which is where you will have full control over how much you spend on keywords, shopping products, display network clicks, and so on. You can set your bids at ad group level, keyword/shopping product level, or placement level.

Summary

Now that we’ve established differences between PPC and Paid Search, you may still be wondering on how to apply these in a way that is optimal for your business. Luckily, we have you covered on that. Embryo offers services across the board, from our award winning PPC team to our wider Paid Search teams (that are also award winning!), we will ensure that your marketing campaigns are set up for success in the best ways imaginable.If this appeals to you, don’t hesitate to contact us so we can see how best to apply Paid Search methods to bolster your businesses marketing efforts.