Let’s Talk PPC Campaigns – Marketing Tips for SMEs

The 4th video in the Whizz Let’s Talk series explains why paid search campaigns are different to SEO campaigns and how effective they can be in getting your brand to the top of Google Search – fast!

What is a Paid Search Campaign?

Paid search campaigns are also known as Pay Per Click or PPC campaigns. PPC campaigns allow you to show your ads to the people who are likely to be interested in your products and services, whilst filtering out those that aren’t.

Online advertising gives you the opportunity to reach potential customers as they use multiple devices – desktops, laptops, tablets and smartphones and by running a Google ad campaign, you can show your ads to the right people, in the right place, at the right time. This means the people that engage with your ads are much more likely to convert to a sale.

Google ad campaigns are focused on 3 core principles:

Relevance – Google offers different ways of making your ads relevant to the people most likely to buy your products or services, and these include using keywords, using location targeting, using age and language targeting, choosing optimum times to display the ads and fine-tuning targeting across all types of devices.

Control – Google gives you control over how much you spend. There is no minimum and you can choose how much you spend per month, per day and per ad. You only pay when someone clicks on your ad.

Results – All interactions with your ads can be measured and monitored so you can measure the success of your campaign. You can see what clicks resulted in a product purchase, a download of your app, a call to your store. You can also gain lots more valuable insight such as how much it costs you to accrue leads, learn about your customers shopping habits and even how long they tend to research your product before they buy. All very useful insights that can help to boost the return on your investment.

• Generates instant results
• Attracts ready to buy users
• Increases brand visibility
• Delivers impressive ROI
• Accommodates every budget

Which Google campaign is right for your business?

Firstly you will need to decide where you want to display your ads and the type of ad you want to run as both these decisions will determine which campaigns will be the right fit for you.

Search ads – appear on Google search beside, above or below organic search results and also on Google Play, the Shopping tab and Google images.

Shopping ads – ads appear on Google Search Partner sites that display and link products for sale as well as the Shopping tab.

Video ads, Image Ads – ads appear in video placements on YouTube and on hundreds of sites on the Google Display network

Once you have selected your ad type and the channels you wish to display your ads, there is an option to run your campaign using an automated bidding strategy which will work to help you achieve your business goals.

Increase Brand Visibility – Choose the Target Impression Share strategy
Increase Traffic to Website – Choose the Max Clicks strategy
Increase Conversions – Choose the Max Conversions strategy
Increase Revenue – Choose the Return on Ad Investment strategy

You can set your daily budget, set up location targeting, ad scheduling and ad extensions which will make your ads more engaging and will work to increase click through rates.

Google also offers a Keyword Research tool so you can gain some insight on keywords that may present the best opportunity and at what price Google estimates a click will be, and this will help you to decide what budget to start with.

There is so much more you can do with Google ads to make your campaigns even more targeted. With Google ads you can achieve competitive edge and see results in just 24 hours!

Combining a paid search strategy with an organic search strategy will give your business the best opportunity to gain maximum visibility in Google and across the web for all the keywords that are important to your business.

Start driving new business today with a Google PPC Campaign. Louise at Whizz Marketing is a Certified Google Advertising Specialist and Whizz Marketing is a Google Partner Agency. If you would like more information on how we can help get your business started with Google ads, please call Louise on 07814 391221 or visit whizzmarketing.co.uk for more information.