Pay-Per-Click, or PPC advertising across Google and Bing is a very effective way to reach customers at whatever stage of the purchasing journey they are at.

By compiling and deploying a comprehensive strategy that includes multiple keywords (searches) that customers are using to PPC Agency Cover Image we can make your ads appear in front of future customers who are still at the research stage, right through to people ready to purchase or commit there and then.

Although Google and Bing Ads are very effective for awareness and response, they can be extremely time consuming to manage effectively and to prevent wasting money – this is why using a PPC or Google Ads management company works out more beneficial overall.

Google and Bing Ads are set up in a hierarchical structure, with campaigns sat at the top which include numerous ad groups. Each campaign should have a different core objective, and within each ad group you have ‘bunches’ of different advert copy and the list of keywords you want those ads to appear for.

For example, you may have a ‘sales’ campaign, with an ad group for each of your core product ranges. Within each ad group you would only include keywords relevant for that product, and each ad copy in that ad group would be specifically worded about that item.

Reviewing the terms that are triggering your ads to appear, optimising the ad copy and testing different landing pages to increase conversion all forms part of the optimisation work we complete – not forgetting the vast amount of research required to effectively create the right structure to begin with! Read more about Google Ads set up in our article.

YouTube & Google Shopping campaigns are also run through the Google Ads platform, however they have different set up criteria we can advise you on too. Our PPC agency can help navigate this complex marketing solution.