PPC (Online Advertising)

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Get to know PPC

Pay-per-click advertising, or PPC as it’s more commonly referred to, is a form of advertising whereby you pay a fee every time your ad is clicked. You are therefore basically buying visits to your website rather than attracting them organically as you would do with search engine optimisation (SEO).

With Google AdWords PPC you effectively pay for your website links to appear in Google’s top rankings giving your website greater visibility thereby hopefully generating a higher volume of traffic. With over 80% of online searches taking place on Google, effective Google AdWords management can be a worthwhile investment.

PPC is an incredibly effective way of driving a high volume of quality traffic to your website in a defined time frame. However, we would never advocate only using PPC; it should always form part of your overall digital marketing strategy. We’d always recommend search engine optimisation (SEO) as your long-term search engine ranking strategy with additional activities such as email marketing and social media used to enhance online awareness and drive traffic.

That said, PPC is one of the most targeted forms of online marketing available and is great for driving a reliable flow of traffic to your website particularly when your ads are targeting a specific product, customer or event. It’s also great for increasing your ranking for particular keywords especially if you are struggling to achieve a good ranking for them with SEO.

The PPC process

1

Research

To begin we sit down and get to know you, your business and objectives. Using these insights we research your target market, and the search terms that are relevant to your objectives, to form a strategy that will reach them effectively via paid search.

2

Campaign launch

After this initial research is complete, we begin to build out your ad campaigns using the platforms we have chosen to focus on. This stage will include the set up of accounts and campaigns according to best practices, creation of ad copy and creatives, and implementing the correct targeting to ensure your ad spend is focused in the right places.

3

Measure and evaluate

Once the campaigns are live and running, we monitor the activity to make sure they are running as planned. We keep a close eye on both the ad spend and results generated, ensuring that your campaigns are performing effectively and meeting their goals and objectives.

4

Ongoing optimisation

As the campaigns gather data we measure the overall performance, and make strategic changes to optimise and improve their effectiveness. Using data to guide decisions, we make adjustments to different aspects of the targeting, which result in better targeting and a larger return for your ad spend.

What we offer

  • Bespoke campaigns tailored to your objectives

  • A ROI focused approach

  • Campaigns managed by certified experts

  • Thorough keyword and competitor research

  • Engaging ad copy and creatives

  • All campaigns set up according to best practices

  • Regular reporting on both results and tasks

  • Create and test conversion-focused landing pages

  • A dedicated and readily available account manager

Your dedicated PPC team

Jamie Burgess
Jamie Burgess

SEO/PPC Team Manager

Jamie Burgess

SEO/PPC Team Manager

Leanne Douglass
Leanne Douglass

SEO/PPC Executive

Leanne Douglass

SEO/PPC Executive

Rory Welch
Rory Welch

SEO Assistant

Rory Welch

SEO Assistant

Phil Sola
Phil Sola

Account Manager

Phil Sola

Account Manager

Frequently asked questions

PPC (pay-per-click) doesn’t have to be expensive if you set up and optimise your campaigns correctly. It’s all about being intelligent with your targeting and keywords and ensuring you’re monitoring performance closely. You can pause campaigns at any point too so if we find a particular search term is becoming too competitive, there’s always the option to stop and review.

We recommend a minimum monthly budget of £500, but this can vary as some industries are more competitive than others, leading to higher average costs per click.

Depending on whether you’re a new advertiser or have an existing account, our PPC services will include an initial audit and research, set up of the account, keyword selection, and creation of ad copy. The ongoing management is based around monitoring and optimising the account performance, ensuring that it runs as cost-effectively as possible while working towards your KPIs.

One of the main benefits of pay-per-click marketing is that it provides almost instant feedback. Once your ad campaigns are set up and running, they will immediately start driving targeted traffic to your website.

While you can manage your PPC campaigns yourself, having a team of experts or dedicated specialist working on your account can help you get the best level of performance, resulting in a better overall return for your ad spend.

Look for an established company that has Google Partner status – this demonstrates that they have qualified team members, work to an approved standard, and consistently manage a certain level of spend. Ask them about the current and past PPC campaigns they have run, and whether they have any experience working either in your industry or a related one.

A PPC agency either specialises in pay-per-click marketing or offers it as a core service. They will manage your paid search campaigns to help you reach your marketing and sales KPIs, and provide a positive return on your ad spend.

More FAQs

Client reviews

We have been working with Justine and her fab team over the last year and they are very efficient, well organised and always go above and beyond. Our company is now moving faster up the google rankings than we had initially expected. Thanks for your help
Justin Wigodsky
Justin Wigodsky
13:17 25 Sep 19
Justine ran an incredibly comprehensive digital marketing training day for us last week which covered everything we need to know to move up to the next level in our strategy. We are all now slightly in awe of her, and feel thoroughly equipped to deepen our engagement with digital tactics. Highly recommend Cariad for bespoke training. Fabulous!
Campus West
Campus West
16:04 17 Sep 19
The team at Cariad have been brilliant all the way from initial ideas to the creation of our excellent new website. They are extremely professional but still friendly and fun to work with and I now consider them to be a "partner" for our business going forward. Thank you Sara and James!
Fiona Copley
Fiona Copley
14:38 16 Apr 19
I've worked with Cariad over the years and have always been impressed with their approach. I never felt like a customer, I felt like a partner. Even though that project came to an end, the continued contact and support from afar further confirms that Justine and the team have the balance of business and community spirit just right. They deserve the success they and their customers achieve! Richard MorrisCEO TheGivingMachine
Richard Morris
Richard Morris
14:09 19 Nov 18
A very professional marketing agency, I would highly recommend Cariad!
Jo Miles
Jo Miles
10:25 15 May 18
I have been working with Cariad now for several years and the service my company receives gets better and better.They are constantly reviewing my SEO and tailor it / maximise it to my market place, they have built me a great new website which is working extremely well and they are always on the look out for marketing opportunities for me. All in all I am a very happy customer - thank you Cariad!
Danny Sofizade
Danny Sofizade
12:55 04 May 18
At The Radiator Centre we value the personal relationship we have with Cariad. We’ve used them for a few years now and our growth is parallel to the time we’ve been working with them. They really have gone the extra mile. Meetings are massively informative and always a pleasure. And they bring cake!.
Nick Duggan
Nick Duggan
16:32 18 Dec 17
Ella B
Ella B
15:47 22 Aug 17
We have been working with Cariad for many years. They built and hosted our website well, supported our SEO and the results were great. Recently our needs have changed and we are moving away from working with them, but their advice and work during the transition has been superb! Thank you Cariad and the team for all you do!
Henleys Medical
Henleys Medical
11:23 22 Jun 17
Awesome marketing team. Our office is not very technologically abled so is great for them to be able to break the jargon down for us and show where we are doing well and where to improve, always willing to give that little bit more and have had brilliant results on our online presence off the back of their hard work. Highly recommend.
Matt
Matt
11:22 22 Jun 17
Incredibly informative and professional team. Have been beyond helpful with our marketing strategy, from website design and SEO to social media. They’ve found solutions to fit around how we work and our budgets. Always trust their advice and their knowledge is evident.
kerri lewis
kerri lewis
15:09 17 Feb 17
I have been hugely impressed by the whole team at Cariad. The offer a combination of insight, challenge, pragmatism and are nice people to do business with
Sales Mind
Sales Mind
09:19 13 Feb 17
The team at Cariad Marketing are great, they have understood our digital needs perfectly and our aims and have created a perfect digital strategy to help us increase sales. Justine and the team are great to work with.
Adam Reeves
Adam Reeves
07:55 25 Jan 17
I am so pleased to have chosen Cariad amongst the vast range of similar businesses in the area. The support, advice and patience they have shown in helping to create and manage a website that truly reflects my new business is exceptional. I highly recommend them for business big & small.
Ellie Mitchell
Ellie Mitchell
17:53 21 Jan 17
Fantastic training courses, very helpful and friendly staff, excellent company to work with.
Alison Jenkins
Alison Jenkins
11:57 20 Dec 16
Since I have used Justine and her staff at Cariad marketing the traffic to my website has increased by%160 in under 1 year. And my client base has increased. I cannot thank themEnough. I fully recommend this company to get your business moving Marion
Marion A
Marion A
15:54 03 May 16
My experience with Cariad to this point has been excellent. They were recommended to me and I would also recommend them. A friendly bunch, they surpassed my expectations dealing with my requirements. They took my brief and with it all my stress of building a good looking and functioning website. I continue to work with them and hope my good experiences continue. Thanks guys.
Robert Kraina
Robert Kraina
13:27 22 Jan 16
Cariad have been helping us with our company website for a few years now.We've recently had a refresh and a brand new website designed by them. Highly recommended.
Andy Beswick
Andy Beswick
15:47 09 Oct 14
We first started working with Cariad some 5 years ago when both they, and we, were tiny! We have had our original website designed by Justine, as well as our brochures and our business cards. This year, we required a new and up-to-date iteration of all three. The results have been superb! The website has come with the most up-to-date 'responsive' technology making it 'WOW' whether viewed on phone, tablet or PC and the brochures and cards are fresh, sharp and easily identifiable with the presentation of the website.
Martin Fieldman
Martin Fieldman
13:31 06 Oct 14

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