Today, more and more businesses are entering the world of paid advertising to capitalise on its effective and quick-results-driven approach to digital marketing. As a result, PPC (pay per click) services are becoming more expensive each year, which means it’s more important than ever to get your PPC strategy right. In this article, Wildcat Digital delves into the growing demand for paid advertising and shares insights from our team of PPC specialists. But what’s driving this surge in demand for PPC?
PPC advertising is popular now more than ever because it offers businesses a highly targeted and cost-effective way to reach their audience. This is because when you invest in PPC, you’ll only pay when someone clicks on your ad, making it a measurable and efficient advertising method. On top of this, PPC also allows for precise targeting, ensuring that ads are shown to the right people at the right time, which ultimately leads to better results and a higher return on investment (ROI). Consequently, PPC has become one of the most tried and trusted digital marketing strategies on the market.
Keep reading to discover why PPC has become such a popular digital marketing strategy and how our team at Wildcat Digital is meeting the demands of this growing trend.
As we see an increase in the demand for digital advertising, you may be wondering whether it’s actually worth the hype. So, why has PPC become so popular?
In addition to reaching your target audience, there are several other key benefits to this digital marketing solution, including:
Whilst organic traffic is still extremely important, it can sometimes take months or even years to get on the first page of SERPs. If you’re a startup or small business, you likely don’t have the time to wait for the effect of organic, social, or direct traffic to kick in. This is where PPC comes in handy! One of the major benefits of PPC is that it produces instant results and allows you to appear in front of online users almost immediately.
Stewart Dunlop, founder of PPC marketing agency PPC.io, encapsulates why PPC is so attractive:
“For businesses who want to accelerate their sales and growth fast, there truly is no better alternative to PPC marketing. With paid ads, you can catapult yourself immediately to the top of search engines and immediately acquire new customers.”
PPC marketing is one of the most highly targeted forms of online marketing because it allows you to get your business, products and services in front of the right people. Essentially, PPC ads allow you to skip right past cold audiences to target a warm audience that’s ready to buy your products and services.
As part of your PPC marketing, you can separate users based on key demographics data such as their age, location and gender or you can target users with specific queries relating to your industry. Another effective part of PPC campaigns is remarketing, a practice which enables you to target individuals who have already interacted with your business but have yet to convert.
This is what appeals to many of our clients who decide to invest in our PPC services at Wildcat Digital. With PPC ad campaigns, you have complete control over how much you’re willing to spend. At this point, you might be wondering how this works? You will only pay when visitors click the link leading to your website or landing page. Given the high likelihood of conversion, you get excellent value for money. Subsequently, we’d argue that PPC campaigns are a smart and sustainable way to drive traffic to your site.
Unfortunately, it’s a common misconception that PPC marketing is a costly strategy that eats away at your resources. Whilst it’s true that PPC is often more expensive than organic strategies, when set up correctly, you can achieve an impressive return on investment. This is because PPC attracts high quality leads that are more likely to convert once they hit a landing page.
Another benefit of PPC marketing is that it comes without the drawbacks commonly found in SEO strategies. For example, algorithm updates can cause issues for a small business and may undo months of progress. Alternatively, PPC isn’t generally affected by Google algorithm changes. You also won’t have to worry about ranking with a low domain as PPC puts you right at the top of the page for the search terms most relevant to you.
Saying that, we are not recommending that you abandon your SEO efforts altogether. Instead, we think that paid advertising should complement your SEO strategy. An integrated strategy can improve results in each channel, increase website traffic, click through rates and conversions.
At the same time, we also appreciate that every business is different. As such, we recommend that you outline your company’s specific marketing goals and KPIs before making a decision. You could also get in touch with our team of experts who are more than happy to talk you through each service in more detail.
One of the fundamental benefits of running a PPC campaign is data collection. You can then use this data to inform your SEO strategy and streamline your business for success. Additionally, PPC offers easy control over the keywords you target, ad placement, and budget. You can conduct A/B split tests with different ads to determine which ones generate the highest return on investment. Using this insight, you can then scale successful ads until they no longer produce desirable results.
As the demand for paid advertising increases, so does our PPC team here at Wildcat Digital. In February, the team welcomed Tom Brookes, a self-taught marketeer with a passion for paid advertising.
Tom joins the team as a PPC executive, a role that involves working on client campaigns for Google Ads, Facebook Ads, Instagram and other PPC channels. Working closely with our highly experienced industry experts, Tom’s primary responsibilities include strategising, developing and refining advertising campaigns to secure optimal results for clients. A big part of this includes enhancing sales volumes and generating leads that contribute positively to return on investment (ROI).
Tom states, “My core duties include setting up campaigns, creating advertisements, conducting thorough keyword research, budget management, monitoring and analysis of campaign performance, and the optimisation of conversions to ensure the efficiency and effectiveness of marketing efforts.”
Communication is another crucial part of this role. Maintaining excellent communication with clients each month is key to ensuring that the marketing strategy aligns with the clients goals. Regular meetings ensure that the team stays informed about any new developments such as product launches or upcoming events that might necessitate adjustments in the strategy. This ongoing communication allows the team to make timely optimisations to the campaigns, ensuring that they remain effective. Tom describes how “this proactive approach not only helps in adapting strategies but also builds a collaborative relationship, enhancing our ability to meet and exceed client expectations.”
One of the biggest advantages of this role is its dynamic and progressive nature. At Wildcat Digital, we are dedicated to fostering the personal and professional growth of our team members. Whether you’re fresh out of university or are looking to try something new, we welcome individuals who are passionate about digital marketing. Join our team and become part of a collaborative environment where you’ll have the opportunity to learn, grow, and make a real impact in the exciting industry of digital marketing.
For more information about our PPC vacancies, take a look at our careers page.
We’re an award-winning pay-per-click agency located in the heart of Sheffield, committed to helping start-ups and small businesses compete with big brands online through smart digital marketing strategies. Our small but powerful team of PPC specialists are passionate about helping businesses punch above their weight online.
So, what are you waiting for? Contact us today for a free consultation to see what our PPC services could do for you. Alternatively, if you’re interested in becoming a wildcat yourself, take a look at our current vacancies – we’d love to hear from you!
The most common PPC advertising platforms include:
The success of our PPC campaigns rely upon the following key factors:
Yes. PPC offers some of the best return on investment for businesses. In fact, according to Google, the average ROI across all industries for Google Ads campaigns is 200%. This means that for every £1 spent on Google Ads, businesses would expect to earn £2 in revenue.
Senior SEO 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.
Senior 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.
PPC Team Leader
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 Account Manager
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 Account Manager. 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.
Senior 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.
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.
Senior 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.
Senior 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.
SEO Account Manager
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.
SEO Executive
Kezia joined us in July 2024 after completing a CIM Certificate in Digital Marketing and gaining experience in Content SEO at another Sheffield agency.
In her spare time, Kezia loves to get outdoors, bouldering, hiking and travelling.
SEO Executive
Amy joined Wildcat in 2024 with a background in journalism, having worked as a News Editor and Editor-in-Chief at The Sheffield Tab. She is naturally interested in Content SEO and research, so will no doubt prove to be a content power-house.
In her spare time, Amy loves watching crime shows, listening to music and hanging out with her dog, Eddie!
PPC Account Manager
Masilda joined the Wildcat team in October 2024 with over seven years of experience in digital marketing. She specialises in Google Ads, but is also certified in Google Analytics, YouTube Ads, Google Ads for Ecommerce and Apple Search Ads. She has extensive expertise in performance marketing, display advertising, online lead generation and market planning.
In her free time, Masilda likes staying active, cooking, trying new restaurants and exploring new places.
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