PPC (Pay-per-click) is a big part of what we do here at Wildcat Digital. PPC is unique as it allows businesses to punch well above their weight by driving directly for conversions and generating potential returns as soon as we launch the first campaign.
We understand that you need to know where your investment is going and what we’re doing with your money, which is why our Senior PPC Executive, Braden, has put together this handy guide on what we, as a PPC agency, do with the money that clients pay us.
The money that PPC agencies charge covers two key areas: ad spend and agency fees. Ad spend is the money that fuels your advertising. When someone clicks on your ad, this is the money that pays for that. Agency fees, on the other hand, is what you pay an agency to run your campaign.
Read on to learn more about how our PPC services work at Wildcat Digital.
The money that you pay us to set up and run your PPC campaigns are used in two main ways:
PPC stands for Pay Per Click – that money per click has to come from somewhere. When you join us as a client, you tell us how much you’re willing to budget for these clicks. That being said, we would strongly advise against anything below £500 per month as this is the minimum needed for an efficient campaign.
Agency fees cover our costs as an agency; it’s what you pay us to do the work. Consider it as labour costs. This money pays your Account Manager’s salary, pays for our office, equipment, tools used to work on your account and more.
Below we go into more detail about the various aspects of ad spend and agency feeds to help you understand where your money is going.
When creating any PPC campaign, it is crucial to create a formulated and structured planning document so that we can provide visibility of all of the keywords and ad copy that we intend to use, to which both we and the client can refer back to at any point throughout the campaigns lifespan.
Once the campaign plan has been completed and approved by you, we will then proceed with the build of the campaign in your PPC account.
Keyword research is another important piece to the PPC puzzle. Keywords allow us to target certain ads to specific individuals who are the target audience for the campaign itself. This helps drive towards generating better quality conversions and leads for your business.
There are multiple different keyword match types that we can make use of (Exact, Phrase & Broad). Each of these keyword types provide us with a different targeting option in order to drive for the best results.
Exact Match – When a user searches the exact term of a keyword we’re targeting, the ad we’ve created will appear.
Broad Match – When a user searches a term that vaguely matches the keywords that we have set, the ads will then appear.
Phrase Match – This match type is the best of both worlds and is the main keyword type that we focus on.
Industry and competitor research is another important aspect of the PPC scope. We need to identify any potential areas where we can differentiate from a business who is in the same industry. One key part of this is looking into specific ad copy that your competitors are using. This helps us to see if we can gain any knowledge or information on how they have structured certain headlines or descriptions and identify if your campaign can help benefit from this.
At the start of every month, we create and send out our PPC report. These reports contain all of the relevant information and data on how your campaigns are performing as well as outlining all of the progress that has been made with your account throughout the last month. We also include our future plans for your account and how these adjustments can help improve your campaign even further.
As your campaign progresses, it is key that we stay on top of the overall optimisations. Two of the main optimisations that we usually focus on are associated with keywords and search terms.
When going through the keywords in your account, we go through them to ensure that the volume of these is upheld to the best standard possible. If there are any keywords that do fall, these are then replaced with a similar keyword that holds a higher volume which we feel could still be very effective.
The other key optimisation we focus on is search terms. This is a process of going through all of the terms your ads have appeared for and removing any searches that are irrelevant to your business.
PPC and Google Ads is the quickest way to generate traffic for your website. Wildcat Digital is an award-winning Google Ads agency that offers affordable PPC services, building campaigns in a smart and sustainable way that drives the right traffic to your website.
Whether you’re a small business looking to find new avenues for growth, or you’re a well established company looking to increase revenue, Wildcat Digital can help you get the results you need with tailored PPC services including Paid Search, Paid Social, Display Ads and Video Ads.
Speak to one of our experts for a free consultation and audit of your existing PPC accounts, or even a campaign plan if you haven’t tried online advertising before.
Senior PPC Executive
Founder
Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.
Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.
Content Strategist Team Lead
With a degree in Marketing and a background in more traditional, offline marketing, Chloe joined Wildcat in 2021 after deciding to move into the digital marketing industry. She joined us as a Content Specialist and quickly moved up the ranks, becoming a Content Strategist and later an SEO Team Leader.
Outside of work, Chloe is an avid creative. If she’s not knitting, you’ll likely find her behind a sewing machine or in the kitchen trying (and often failing!) to make sourdough.
SEO Account Director
Paul has a strong background in SEO, having previously founded and ran a successful eCommerce business, as well as running a personal blog that achieves an average of 17K users per month. Paul’s knowledge of SEO is extensive, with a strong emphasis on client handling and technical SEO.
Outside of work, Paul enjoys spending time with his family and staying active with weight lifting and combat sports.
Head of Operations
Nadea joined Wildcat in 2021 and has since overhauled the way we work. She has a background in various administrative, operations and HR roles, which gave her the experience and skills needed to lead and organise a growing business.
Outside of work, Nadea loves anything that keeps her active, but she especially enjoys hiking, camping and mountain biking.
SEO Account Manager
With a background in sales, Molly is a natural Account Manager, brilliantly handling any issues that come her way. Having joined us as a Digital Marketing Executive, and working part-time through her final year of University, Molly is a shining example of how hard work pays off. She is now an SEO Account Manager with a particular interest in Content and Client Management.
In her spare time, Molly loves to get out in nature, hiking and exploring the Peak District. She also loves cooking and likes to unwind with a bit of yoga.
Senior PPC Account Manager
Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.
Outside of work, Libby likes gaming, and cooking and likes to keep active by lifting weights.
SEO Team Leader
Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Team Leader. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.
In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.
Senior PPC Executive
Prior to joining Wildcat, Braden founded and ran his own Social Media Management agency where he gained valuable skills in growing brands’ online presence, which has since proven invaluable in his role at Wildcat.
Outside of work, Braden is a big football fan, regularly travelling to Pride Park to support Derby County. He also enjoys watching and playing snooker, hiking in the Peak District, and attending air and car shows.
Senior SEO Executive
After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online.
Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music.
SEO Executive
Rachel joined us as a graduate, having recently graduated from Sheffield University with a degree in English Literature. Since joining, Rachel has proven herself to be a Content Queen, and particularly enjoys getting stuck into projects that allow her to explore her creative side.
Outside of work, Rachel enjoys a wide range of hobbies, including rugby, singing, reading, and spending time with her family and three labradors.
PPC Team Leader
Carl joined Wildcat in 2023 with a wealth of experience in PPC. He has experience working with a wide range of clients, industries and budgets, from small local businesses all the way to international e-commerce businesses. Carl has a particular interest in strategic planning and forecasting. He is passionate about data analysis and creating sustainable long-term cross-channel strategies.
In his spare time, Carl enjoys keeping fit by lifting weights, bouldering and running. He’s also a keen musician, having played the double bass and bass guitar for 20 years.
Team Lead & Technical SEO Account Manager
With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.
In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.
SEO Account Manager
With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!
In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.
SEO Executive
Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management.
Outside of work, Andy loves music and plays in a couple of bands. He also enjoys rock climbing, cycling, photography and good food.
Client Success Coordinator
Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond.
Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.
Senior SEO Executive
Thea has a wealth of experience in SEO, having previously worked for other Digital Marketing Agencies in Sheffield. She has a particular interest and skills in Technical SEO, but is more than willing to get stuck in and give anything a go.
Outside of work, Thea spends most of her time with her children, but also loves reading, photography and gardening.
PPC Executive
Before joining Wildcat, Tom worked across different industries, building skills in sales and customer service. He later developed a passion for digital marketing whilst working on personal marketing projects and freelance ventures, and gained numerous certifications in PPC and Social Media.
Outside of work, Tom enjoys staying active by going to the gym and hiking. He also loves travelling and motorbiking.
Head of Growth
Rich joined us in May 2024 to head up our growth team. With years of experience helping other agencies to grow, Rich joins us at an exciting time as Wildcat is working on a five-year plan to become one of the biggest agencies in the UK.
Outside of work, Rich is a father to three children, which keeps him very busy! He’s also recently started running again to keep fit and loves a bit of DIY.
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