Advertising Designed To Grow Your Business By A PPC Agency in London
- Advertise to your ideal customers exactly at the point they are thinking of working with you
- Work with an agency that has been advertising to London for half a decade
- Optimise your Google Ads to grow your business, using advertisers that have been fully certified by Google
reading time: 5 minutes
Why PPC matters
Social Revenue has offered London PPC services to businesses in times when they have needed to quickly boost their online traffic and sales, usually to complement their existing organic search growth campaigns.
However, as those who have already had a look at our pricing already know, we do not offer packages or pre-designed service agreements to any prospective client; as our aim is to ensure that we solve problems for clients that lead to business growth. We will not engage with clients who we are not certain that we can help.
So instead, for informative purposes, this page will show you the different options and processes that we provide to clients, based on their individual needs and situation.
The beauty and elegance of this kind of advertising is that it isn’t obtrusive or annoying when done correctly.
If online advertising is just done via brute force, it annoys audiences, because they didn’t want to see your ad in the first place. Whereas, when we instead only advertise to people who are somewhere along the process of deciding to buy from you, instead it just comes across as accurate and useful when executed in the right way.
Google is picking up a mind-bogglingly large amount of data about what happens on it’s site every moment of every day. So with that information, Google knows if someone is in the market for what you sell, and whether they are just browsing options.
This is a massive advancement from the advertising world of even five years ago. The technology has become incredibly sophisticated in a relatively short time frame, making it much easier for businesses to grow and achieve their marketing goals by reaching only the right people at the right time.
As your digital marketing agency, we can help guide you through the process of determining which types of Google Advertising are right for you – because without being informed on the different options available to you, the chances of inefficiently spending your ad budget is high.
Any good PPC campaign first starts from the basis of understanding the needs of your business. There is little point in burning ad budget for no other reason than to spend it – the reason that a business engages in PPC advertising is to ultimately make sales.
Different types of paid search options: what you actually mean when you say you want a PPC agency
Before you begin deciding what kind of PPC agency you wish to hire for your paid search campaigns, there is an extremely important point to note which often goes overlooked, which is:
“Pay per click” advertising is only a good idea for a few specific types of business goals – otherwise it will certainly lead to wasting of ad budget.
Usually, when those looking to grow their business through advertising search for a PPC agency, you are actually looking for business growth through paid search, rather than specifically PPC advertising.
This is because pay per click as an advertising model works for businesses that wish to increase the amount of traffic to their website through paid advertising. If you were aiming for something else, like more visibility, more conversions or more revenue, then paying per click for your ads is almost certainly the wrong approach, and will instead lead to inefficient spend of your budget.
So in order to help you determine what kind of advertising is best for you, the following guide is here to help you figure out what form of online advertising could work best to achieve your business goals.
If you want to increase your visibility online: pay for reach
If you are seeking increased brand awareness and more online presence with the people who matter to your business (because you want more people to know your brand and what problem you can solve for them), the best way to buy your ads is through paying per impression – which is known as CPM (cost per one thousand impressions). Although I do not believe that many people are searching for a ‘CPM Agency in London’ – all these three letter acronyms can get very confusing very quickly.
This is a lot more efficient for spreading the word of your business through the internet to lots of potential customers and clients, as it optimises for reaching lots of people for cheaper. If you were to advertise by paying for click when you actually wanted brand awareness, you’d end up disappointed by the poor results you ended up with.
If you want to increase conversions on your website: pay for acquisitions
A conversion is different from a lead. A conversion is a point in which someone gives details or gets in contact with your business – they fill out a contact form, or they ring your business.
If you want more leads to come to your business through paid advertising, it is much more efficient to pay through cost per acquisition (CPA) than to pay through cost per click (CPC).
This way, the advertising algorithm is optimising for the number of leads that comes through, rather than for the sheer number of people who click on your ad to go to your website. This way, your ads aren’t optimised to find people who may leave without doing anything, meaning your ad spend is no longer wasted on such people!.
With advertising optimising for conversions, it is important to note that conversion rates vary between campaigns, given the vast differences in factors that impact whether someone would convert on your site. This includes things like the pricing of what you offer, the precise audience you are targeting and whether they are receptive to it, among many other factors that would take a long time to list out.
The important thing to note here is that the way to learn what your cost per acquisition would be through online advertising is to test it out for a number of months and see what the price averages out to, to give you a base starting point to improve from.
It is also very important to know that there are external factors which can massively impact the quality of your ad campaign when you are after conversions.
Even if your advertising campaign was finding exactly the right people who want to fill out a contact form, or take some other kind of action that is valuable to your business, if your site is extremely slow or badly designed, it makes it very hard for your advertising to optimise correctly for conversions – because your ideal customer leaves before converting!
It is for this reason that making sure your landing pages (the pages on your site that visitors first come to) are designed to be fast and easy for your ideal target audiences to convert by taking the actions that you want them to take, and that your Google Ads want to provide you more of.
If you want to increase revenue through advertising: pay for target return on ad spend
Once your advertising is up and running, and the machines have learnt what kinds of audiences work best to interact with your business in the manner that you are aiming for, you can then set up your ads to optimise for a target return on ad spend (ROAS).
For this to work, Google needs to have tracked 20 conversions in the past 45 days (about one conversion every two and a half days) to have informed the advertising machine what kind of people convert best on your site, and for your agency to have also inputted the values for the conversions you are tracking.
With this information loaded in, you can then advertise by optimising for a set return on investment by your ad spend. This works incredibly well if your aim from your advertising is to increase revenue. The only catch is that the advertising machine needs to have learned enough about what types of people make the conversions that you are seeking in order for this to be a viable advertising strategy – but once it is working, it is onwards and upwards from that point.
There are some elements that are relevant for every single digital advertising campaign that should be noted here at this point, now that you are aware that your ad campaign should be focusing on different measurements dependent on what your business goals are. For example, having good ad copy never changes as a requirement – your ads still need to be expertly crafted, irrespective of what your goals are with your marketing.
Equally, high quality keyword research can help a lot, too. There’s no point manually telling Google that specific keywords are important to your business if no-one ever searches that term – it is useless data to provide. These are both things that we can help guide you through as your partner in digital marketing.
If you’ve read the information above, you are now informed of the differences in online advertising and how it can massively impact the success of your campaign based on what you wish to achieve.
Armed with that info, we hope that it helps to improve your ability to pick the correct advertising agency to help you with putting together the campaign you are seeking to create.
(Put something here about the importance of understanding different audience types before going into the thing you want your campaign to optimise for)
The differences in types of advertising available
Another important thing to understand is that all types of online advertising through Google are not created equal. However, instead of being based on what your goals are from advertising, this time, the suitability of each type of campaign is instead based on industry and type of your business.
So here we will list out the different types of ad product available to you, and which one is suitable for each type of business. Many businesses will find that a plethora of different options together works best for them to form part of their PPC strategy.
When we start advertising with you, we do it with a multitude of these following advertising options. Then, as the campaign progresses, we learn more about which channels are the most effective for your business. With this new information, we then decide together to move the budget away from the lowest performers and towards the best performers, so that your ads perform even better than before.
Our advertisers are fully certified online advertising professionals, as issued by Google, so we are qualified to run you through exactly what types of advertising is suitable for your specific business.
(Note: in my head, each of the following are collapsible, so that only people who find each section relevant can read them).
Google Search Ads
Whilst it sounds rather obvious from the title, search ads are great for when your ideal customers are looking for you via search. For businesses serious about appearing in situations like this, we strongly recommend that businesses focus on Search Engine Optimisation at the first instance, as this will provide a better result, without having to pay for it every single time that someone takes the action that you want.
However, to do so takes time, and for many businesses who are willing to pay more for quick results, search ads offer a great solution to tide you over before you rank where you wish to rank organically.
Time and time again, our tests have found that audiences generally prefer organic results rather than results that say ‘ad’ next to them, as on average, they believe that the results they have found are exactly what they are looking for, instead of the business advertising interrupting their search.
However, for a minority of searchers, the advert will be a better fit for what they are looking for, and so will happily come across to your website that was advertised on the top or bottom of the search results.
It is for these reasons that we have found from our own research that Search Ads can be extremely effective tools for increasing any of the three of leads, sales or web traffic, but only for businesses that have found that there are people who are searching online for what their business provides, and not necessarily by name.
To give an example of this, if your business was called ‘John’s Bagel Shop’ and you were based in Enfield in London, any search traffic for ‘John’s Bagel Shop by name wouldn’t count – anyone who searches for that already knows that they are looking for your business specifically.
But, if there was an audience that was searching for ‘bagel shop enfield” on Google, then we know we have an audience to target – because they are looking for businesses like yours, and not necessarily finding you, in turn meaning they are finding competitors instead.
This is where keyword research becomes an extremely important part of the advertising process – because even though you might have an idea of what kind of keywords would be good for your business just from reasonable logic, that doesn’t mean there are people actually searching for that term.
So, as a digital marketing agency, we have access to tools that tell us exactly how many people are searching for any given term on Google every month, along with historical data for every month previously, spanning the last decade. (Enough data to work out if a keyword is worth going after).
Alongside this, we are also able to help you find out the purchase intent behind a keyword. Just because something gets a lot of searches, doesn’t mean that people who are searching it are looking to buy something. It is often the case that many high volume search terms consist of individuals merely researching and learning about different options available to them.
So in many cases, it is instead advisable to target lower volume keywords related to your business, but that contain users who are searching with their wallet right next to them, ready to buy what you are selling, actively seeking a business just like yours because they want to buy exactly what you have.
However, what these terms are exactly changes between business to business, and needs specific attention to detail and expert analysis to determine which is the right fit to reach your goals. If you wish to have us help you with that, get in contact with us today.
Google Shopping Ads
Shopping Ads are perfect for businesses wanting to drive both traffic and sales for online and offline inventory. They allow you to accelerate your business, by connecting with shoppers at exactly the point at which they are looking for you, wherever they are.
Of course, this only works for businesses with an inventory to sell. This could be a physical, brick and mortar retail store that wants to reach more of their ideal customers in their surrounding area, and also wants local shoppers to come into their physical store and buy the products they are looking for. It could also be an online eCommerce store that wants to promote and sell it’s online inventory to shoppers who would be interested in buying from them if they knew they existed.
It can also be a blend of the two. If a business has a physical location but also sells products online, they can use a blended approach of the two to be able to find better qualified leads for both the online and offline sides of their business.
Given the vast swathes of data provided to Google by shoppers every day, the Google advertising machine can interpret the information fed to it to know exactly where your ideal customer is along their purchase journey.
In the most simple terms possible, Google knows where and when to get your adverts in front of your ideal audience at the right time to influence them to take the actions that achieve your business goals, whether your store has inventory in a physical location or sells solely online entirely through eCommerce stores.
As your digital marketing agency, we help you to ensure that these campaigns are run in the most efficient way possible to grow your business.
Whether this is by increasing your reach so that more of your audience are aware of you, increasing the number of shoppers considering your products, increasing the number of conversions and purchases that happen at the end of your customer’s journey, or a blend of all three.
Google Display Advertising
Google Display Advertising can also be used as a channel across all possible marketing goals as mentioned in the section above.
They enable you to reach over 90% of global internet users across more than three million apps and websites. This in turn allows you to learn about the behaviour of your potential customers, identify valuable audiences, and then engage with those audiences quickly and often.
The main benefit that we have found for businesses in London using display ads is the massive scale of them. When your ads run through Google Display Ads, your ads are placed on Gmail, Youtube, and millions of other websites.
Whilst in previous decades, Display Ads only really had value when it came to increasing reach to build brand awareness, but now Display Ads can be used across the whole spectrum of different goals from your advertising.
This is because of the sheer amount of data that Google now collects and harnesses. This means that whether you want to reach more people, influence their purchasing intent, or driving the actions that really move the needle for your business, Display Ads are now effective at doing all three.
As a marketing agency, one of our favourite things about running Display Ads for clients is that they are fast to get performing well. They are relatively simple to set up, and can be used for all of re-engaging old customers, prospecting for new ones and driving conversions to new customers who are right at the end of their purchase decision and just need that final little reminder.
Google Video Ads
The best way to describe video ads is as a democratised and technologically advanced version of TV advertising.
Democratised because no longer are expensive production crews a necessity to get your video advert out to your audience, and technologically advanced because you can measure every single valuable metric to your business with ease with them. Neither of those were possibilities when video advertising was solely done on TV in previous years.
But this doesn’t mean that simply repurposing your old TV ads is a good idea for this new channel, if you have one. (Even if it cost a lot to produce).
Because of the new ability to deliver hyper relevant ads to your consumers or clients at every stage of their purchasing journey, it is much more important to instead develop a strategy that is native to the platform.
This can be through ads designed to grow awareness, increase consideration, and drive action (as per the different optimisation options available to you, as listed above).
Whatever you are selling and whoever you are selling it to, your audience watches video content online, probably on YouTube. You can use this as a platform to reach more of your target audience so they know who you are, explain key benefits of the products and services you provide to them, or to urge them to take some form of action that will benefit both them and your business.
Personally, my favourite way of using Google Video Ads is to reach your target audience after they have already engaged with you somewhere else. They already have signalled that they are interested in hearing from you when they do this, and when they see you again appear on either their TV, computer or phone screen, they’ll be more receptive to what you have to say compared to the times your business appears out of nowhere to someone who has never heard from you before.
(I think this could be an area for blog posts to hyperlink to this page and provide more depth on each of these areas).
Google Apps Advertising
If you have an app to promote, but you either haven’t had enough downloads to consider the app a success, or haven’t been able to monetise the app how you wanted, Google Ads for Apps can help you to generate the right outcomes to make your app a success.
Whether this is through getting more people to use your app, or then seamlessly encouraging them to take the actions that you want them to take to achieve your business goals.
A really important thing to know about Apps currently is that according to Google’s research, about 80% of new app downloads have been found by users through advertising. For the vast majority of businesses, getting your app onto the phone of a new person in your target market is a pay-to-play proposition. But, this shouldn’t be a problem for those who have a clear model of how their app is monetised.
As a marketing agency, one of our favourite things about the App marketing process is that the vast majority of it is fully automated by Google. The advertising machine at Google learns exactly what is the most effective set of things that need to happen to get someone in your target audience to download your app – and then optimises to get this to happen as much as possible within the boundaries that we set for it.
These machines pick up more patterns in the huge amounts of data available to it than any human could. Computers are considerably better at optimising for things than any human possibly could be.
So instead, as a marketing agency with certified individuals to be able to handle campaigns like this, our job becomes providing the correct human guidance to the behemoth advertising optimisation machine so that it hits the right goals set for it, which in turn means that it hits the goals that are going to grow your business.
So by working with a marketing agency that is qualified to provide such decision making and planning to work the optimising machine, your business benefits by driving more downloads from the right people, and encouraging users to take actions that are the most valuable to you, leading to you achieving your business goals.