PPC Services

PPC can offer much faster results for your business compared to SEO;Google has 8.5 billion searches per day – imagine how many new customers you could get if you focus on paid advertising. 

We often talk about “page real-estate”. This refers to how much of the search results page you take up for organic and paid results. If you have a #1 ranking keyword for SEO, as well as an advert in the top spot, you have a high real estate on the page and will be more likely to get that click and hopefully a new customer.

PPC can appear in lots of different forms in search results, as well as on social media, including:

• Paid Search (e.g. on Google)
• Google Shopping Ads
• Google Display & Retargeting
• Paid Social (e.g. In-Feed Ads)

PPC campaigns will begin to show impressions to users as soon as they are pushed live. The ads typically go through a “learning phase” which lasts a couple of weeks, where the platform will capture data through machine learning and will then begin to optimise accordingly. At Wildcat Digital, we’ll be continuously updating, optimising and experimenting with your campaign so it performs as well as possible, as quickly as possible, within your set budget.

PPC (or Pay-per-Click) is a paid method of getting traffic to your website, rather than organic which you’d find in SEO. You pay for each click that goes through to your website. 

When compared to SEO, paid ads will actually appear above the organic search results, so even if you have number 1 ranking keywords, there may be ads appearing above this.

PPC doesn’t necessarily directly help SEO, however it can provide valuable insight that can help to plan SEO campaigns. For example, an existing PPC campaign can help to identify keywords that already have a positive impact on traffic, and those that are less effective, minimising trial and error. 

What’s more, high performing SEO and PPC can maximise your brand’s visibility at the top of search results pages, increasing the chance that searchers click on your website. But, even if they don’t click on your site this time, this visibility still puts your brand into their choice set for next time they search a similar query.

Google Ads is always worth trying for every type of company. When you have the budget to move towards marketing, we’d recommend trying Google Ads for at least a couple of months. If similar companies to you and your competitors are advertising on Google, then it’s likely you should be too.

To appear in  Google Shopping results, you will need a feed that pulls the required data from your eCommerce site which would include the title of the product, description, appropriate images and other specifications like dimensions, colours, and age. This feed gets sent to Google Merchant Centre which is linked to Google Ads. Create a shopping campaign and ensure you’ve selected the correct feed, and your products will begin to show on Google for relevant search terms.

To get the best out of Google Ads, you need to be on top of optimisations and run experiments to learn how to improve your campaign further. Optimisations can include the best practices for the headlines and descriptions that appear on the ads, including what type of language works best for your target audience. Some other examples of how to get the most out of Google Ads include:

• Creating specific landing pages to shorten the conversion journey to a single page
• Experiment with and test different versions of your ads
• Trial and error – Google will give you a breakdown of how it’s improved, or decreased performance and action can be taken accordingly

Google Shopping works the same way as other auction bidding campaigns, except there’s a lot more available spots to appear in. Your ad will compete in an auction, and the top bids will get shown in order of most expensive to least. Don’t forget, you only pay this bid if someone clicks on your ad. Google uses machine learning, and the data from your product feed, to learn when to show ads to specific search queries. One of the main differences between Shopping & Search campaigns is that keywords are not used in Google Shopping.

Google Ads has no minimum or maximum daily spend, so you could theoretically spend as much or as little you would like. When deciding a monthly budget, we’d recommend you begin with a reasonable amount that can be increased or decreased as necessary. You shouldn’t be breaking the bank in case of a negative return, but you should be willing to invest in ads to see a result. Once you begin to see a return on ad spend (ROAS), you can begin to increase the monthly budget to further increase your profits.

Google Display Ads can be a powerful tool, but the key is to tailor your advertising strategy to align with your business goals. With the right approach and with some testing these kinds of ads can help increase your brand awareness, brand uplift and long-term growth.

Yes, Google Shopping allows you to target specific geographic locations and, to some extent, demographic segments through your linked Google Ads account. This enables you to focus your advertising efforts on the most relevant audiences.

Yes, Google provides detailed analytics for video ads, allowing you to track performance metrics such as views, view rate, clicks, impressions, and conversions. You can also integrate Google Ads with Google Analytics for even deeper insights into how users interact with your website after clicking on your ads.

PPC can theoretically bring in results as soon as you hit publish and the ads begin to serve in the auctions, however, there are multiple factors to consider that can limit performance such as your budget, chosen keywords and competitors within the industry.

Learn more in our dedicated blog.

Pricing for Google Video Ads varies by the format. Some ads, like skippable in-stream ads, use a cost-per-view (CPV) model where you pay for each view. Others, like bumper ads, are charged on a cost-per-thousand impressions (CPM) basis. The cost can also be influenced by targeting options, competition for ad space, and your bidding strategy.

Google Shopping Ads work by pulling product information from your Product Feed in the Google Merchant Center, where you upload details about your products, including images, prices, and descriptions. When a user searches for a product on Google, the system automatically matches the query with the most relevant products and displays them as Shopping Ads.

Google uses a combination of factors, including the relevance of your product feed to the user’s search query, your bid amount, and the quality of your product data and website experience, to determine which Shopping Ads to display.

By understanding these key aspects of Google Shopping Ads, you can better navigate the setup, management, and optimization of your campaigns to drive sales and grow your e-commerce business.

Getting results from your paid search advertising can vary based on several factors including your budget, industry, competition and how well the campaign is being managed. One of the advantages of paid search advertising is that it is possible to start seeing results relatively quickly compared to organic search strategies. 

Campaigns usually go live immediately and can bring traffic to your website on the same day as they are activated. 

The timeframe can vary but, typically, after a month or two of optimising and testing search campaigns, your campaigns will start to see more significant results. The first few weeks will be a refinement phase for monitoring and adjusting the relevant data. 

The speed at which you see results can also depend on:

• Budget: A larger budget allows for more clicks and data, potentially speeding up the optimisation process.
• Competition: In highly competitive industries or for competitive keywords it might take longer and require a higher budget to see significant results.
• Quality of the Campaign: The structure of your campaign, the relevance of your keywords, the quality of your ad copy, and the effectiveness of your landing page all influence how quickly you’ll see results.
• Market and Audience: The size and behaviour of your target market or audience can also impact how quickly you see results. Niche markets might see quicker results due to less competition, while broader markets may take longer.

The right budget for your paid search ads can depend on several factors which include your business goals, the competition in your industry and the average cost-per-click (CPC) for keywords relevant to your business. 

We’ve found a minimum of £1000 per month is a good framework for small businesses to get started with paid search advertising. 

For example, with a £1000 budget for the month: 

If your goal is to generate 20 new customers per month, and you know your website converts 2% of visitors into customers, you’ll need 1000 visitors. If the average CPC in your industry is £1, you would need a budget of £1000 per month to meet your goal.

Paid social can reach audiences that traditional PPC methods can’t. You’ll be grabbing people’s attention when they are least expecting it. With eye-catching and well planned campaigns, you’ll find that your traffic and conversions are increasing.

If someone has gone to your website, begun a purchase and abandoned the cart at the checkout, you can begin to target these specific users with personalised ads and remind them to complete their purchase.

To get started with paid search advertising, you’ll need a Google account and a conversion-optimised website or landing page. After this, understanding your target audience is crucial for tailoring your campaigns. 

• Set clear goals, decide on a budget for your paid advertising strategy, and conduct keyword research to target your ads effectively. 
• Prepare engaging ad copy and visuals, and ensure you set up conversion tracking to measure the success of your business. 
• Familiarise yourself with Google Ads policies to avoid compliance issues. Success in Google Ads requires ongoing learning and adaptation to platform updates and campaign performance insights. 

With these essentials, you’re ready to get started and launch your search ads campaigns.

Click-through rate (CTR) is a crucial and integral part of any form of Pay-Per Click marketing. CTR allows us to measure how well our keywords, ad copy and campaigns are performing, and is determined by the number of clicks your ad receives then divided by the number of times the ad has been shown.

Learn more by reading our detailed blog.