Pay-Per-Click (PPC) Ads Management

To get the best results from PPC/SEM or Google Ads, you need experience, expertise, and effort (3 E’s).

Google Ads itself comes with lots of tools to help the advertiser. Do you know how to use them to better target your audience? Simply setting a keyword and your bid will not get you effective results. There are many factors contributing to a successful PPC campaign — quality score, relevance, bidding strategies, device prioritisation, landing pages, and remarketing are only some considerations when creating your Google Ads campaign.

Most businesses fail because they usually lack in either two of the above-mentioned 3 E’s.

In a simplified way, people and customers can find out about your business through two main ways: organic (like SEO or word of mouth) and paid advertising (like PPC Ads).

As organic strategies take time to build, paid advertising can be an efficient, fast start to getting your business noticed by your specified target audience.

You’d be surprised — ads that appear in search results earn more than 45% of page clicks. If your methods and targeting are spot on, people who click on ads are twice as likely to buy a product or service compared to an organic visitor. With PPC ads, you can reach people looking to buy, which can make an immediate impact on your sales numbers.

Not to mention, PPC ads also deliver an average return on investment (ROI) of $2 for every $1 invested. If you’re advertising with Google Ads, that amount increases to $8. People not only click on online ads but also act on them, like by making a purchase.

The answer is — it varies. It varies according to business, strategy, industry, and other factors.

For example, larger businesses can afford to pay larger amounts of money to run their campaigns, whereas smaller businesses must be more specific in how they run theirs.

If you are in an industry with big players, no doubt they will have a higher marketing budget than you. It’s like trying to run up a steep slope. That’s why careful planning, research, targeting, and execution are crucial to ensure you attain a positive ROI (return on investment).

It would be pointless to even give a ballpark figure because even the average ad spend may not be relevant to you (if you must know, it’s between $9,000 to $10,000 for small to mid-size companies).

This depends on the particular network or channel you’ve selected. For example, in Google Ads, you’re usually charged when a visitor clicks on your ad, whereas on Facebook Ads, you’re charged based on impressions — regardless of whether there’s any interaction with your ad or not.

To keep things simple, the main factors are:

• Your ad bid
• Your ad targeting, ranging from keywords to locations
• Your ad quality

To build the most cost-effective ad, you must focus on highly relevant, high-quality ads with reasonable bids. You’d also need to consider the user experience when a visitor clicks on your ad — how much engagement would they have on your landing page?

If you’re partnering with a PPC agency, choose one that values your budget. An agency that doesn’t treat your budget like their own often results in wasted ad spend, high bids, and requests for an even bigger ad spend. Our approach has always been focused on driving conversions, rather than just traffic.

PPC ads allow you to put your business in front of your relevant target audience and usually guarantee traffic from your targeted audience. However, whether or not you get a positive net return from your ads depends on the right methodology. With the right approach, you could even 5x your returns.

Other advantages of PPC include:

• Exactly specifying how much you want to spend
• Access to highly useful targeting options not available in traditional advertising
• Outranking your competitors with the correct strategies
• Meeting different campaign objectives, whether increasing sales or brand awareness
• Reaching people who are looking for you, who have come across your website before, or who have taken certain actions with your business but haven’t converted (remarketing)

In short, if you’re a serious business owner wanting to grow your business online and compete with your competitors, PPC is without a doubt mandatory to help you achieve those goals.

PPC ads are an umbrella term, and they work differently depending on your ad network and ad type.

For example:

• On Google Ads, your curated ad should show up when searchers search for a particular keyword you’ve bid for. These are called search ads.
• On Facebook and Instagram, sponsored posts you see are Facebook Ads — advertisers curate them by targeting users based on interests, demographics, and online behaviour.
• Google Shopping Ads, formerly known as PLA, show product listings beside search results when you search for products online.

All in all, PPC ads operate through various networks and channels to help you, the business/advertiser, target your relevant audience.

A landing page is the web page visitors see when they click on your ad. Once visitors have clicked on your ad, the ad has “served its purpose” and directed traffic to your website.

How relevant the traffic is, and the likelihood of getting a sale or conversion, depends on how well you’ve created your ad campaign.

Your landing page is extremely important because it directs visitors to take the specific action you want to achieve. Additionally, the relevancy of your landing page impacts the quality score of your ads in Google Ads.

Ad spend, also known as advertising spend, is your ad network budget — how much you’re willing to spend with ad networks. In most cases, businesses use ad spend to refer to their monthly budget.

With PPC advertising, you can create an ad spend that fits the needs of your business and audience. Whether you want to dedicate your entire ad spend to one ad network (like Google Ads) or spread it across multiple ad networks, you have full control of your PPC ad spend.

Depending on the type of business and industry, we may recommend a particular focus on certain ad networks.