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.