Growth-driven PPC management

There are two key differences when considering SEO or PPC. The first is that paid ads appear at the top of the page, above the organic listings influenced by SEO. The second is that traffic from organic via SEO is free, whereas traffic from PPC has a cost per click. It does depend on many factors, but we consistently find that SEO and PPC marketing work best when integrated and strategically aligned.

Link Digital is a Google Agency Partner with a dedicated team of PPC management professionals who will look after your ad strategy. Each team member has at least five years of experience in managing winning ad campaigns. To date, we have managed over £19 million of Google Ad spend, generating thousands of leads and millions in revenue for our clients.

Listed below are some key components for success in PPC advertising, but like most complex things in life the more you practice the better your PPC campaigns will become, sadly practising is not free with paid advertising.

✓ Set clear campaign goals
✓ Good account structure
✓ Keyword research and strategy
✓ Great Ad copy
✓ Campaign settings – the right ones!
✓ Device targeting
✓ Location targeting
✓ Ad scheduling
✓ Budget setting
✓ Delivery (ads) method
✓ Conversion tracking
✓ Ad extensions – site links, location, call
✓ Asset Management
✓ Performance Max – Google Ads
✓ Shopping Ads
✓ Ongoing PPC Management

But we’ve had years of practice, so let us help…

Post-click optimisation (PCO) happens between a potential customer clicking an ad and them converting to become a customer. It begins with an optimised post-click landing page and ends with a personalised thank-you page and email. In its entirety, the process enables marketers to create, optimise, and personalise post-click landing pages at scale to maximise conversions.

PPC marketing is an amazing way to advertise as it allows you to rapidly reach your ideal customer and bring them to your website, therefore driving traffic with just a click. Once you are having an effective strategy for your business that delivers a positive ROI, it can be scaled up very quickly.

We have a range of PPC packages that we offer to support everyone from small businesses to large-scale ecommerce operations.

Amazingly, you will start seeing an increase in visitors to the website the day it is switched on. Both enquiries and sales performance will depend on the conversion rate but will follow shortly afterwards, please note that it can take several weeks or months of optimisation to reach optimal performance.

Google Ads is the most widely used PPC management platform at Link Digital and nationally. Yet our expertise goes further, and we can also, but we can also set up, manage and optimise your ads on other search engines such as Google Shopping, Social Media, YouTube, Display networks, and more.

Our digital marketing team currently use different types of PPC management software to manage PPC ads and your monthly ad spend. They include a tool that audits your account for PPC campaign management best practices. This makes sure that your ad spend doesn’t go over your budget, and that your PPC campaign management is optimised to the best standards. It carries out keyword analysis to make sure for instance you don’t have conflicting negative key phrases.

We also use a number of industry tools that are paid for as well as the odd free tool for keyword research and also to identify keyword targeting strategies.

Managing a PPC account takes skill and expertise. Constantly targeting the optimum keywords, managing bids, and split-testing ad copy whilst always focusing on the client’s KPIs, such as cost per lead and revenue generation, is a full-time job. As such, you’re more likely to get better results if your account is managed by an experienced Google Partner agency.

But how do you choose?
To help with your selection process, we’ve suggested 7 key questions you might like to ask any potential PPC Agency.

Are You a Google and Microsoft Advertising Partner?
Agencies love shouting about their qualifications and expertise. If you find a Google or Microsoft Partner badge on their site, it should be clickable and lead you to their Partners portal, where you’ll find more information about the agency.

Do You Own /Control The Ad Account?
Any PPC account or digital collateral (e.g. Social Media accounts), for that matter, should always be owned by the client. The agency is there to apply its skills and expertise to maximise the performance of your account. Make sure you’ve got login and password details.

Who will be my day-to-day PPC Manager?
Don’t allow your account to be assigned to a junior PPC Executive who knows slightly more than you. Make it a point to know and ask about the individual who will actively manage your account, performing the day-to-day actions that will have the desired impact. Many of the positive testimonials in some agencies are generated just by their top PPC manager in the agency, not the whole team.

Do They Have a Plan?
Ever heard of the 5 Ps Rule? Proper Planning Prevents Poor Performance. Many PPC agencies will work without having any plan OR, maybe even worse, having a plan but not sharing it with the client. Requesting a strategy for the work that will be done helps filter out the agencies that talks a big game from those who know what they’re doing.

How Much Testing Do You Do?
Has your agency mentioned ad copy testing? Have they specifically mentioned or actively tested different ad copy and reported any outcomes to you? This is absolutely fundamental in paid search management. You must ask why your agency isn’t testing or mentioned testing. Testing is important in finding out the key messages that resonate with the targeted audience based on their search query and which messages plus calls to action lead to an increase in click-through- rate and conversions.

What Do My Monthly Reports Look Like?
Do you get regular, meaningful reports, or are you bamboozled by fancy charts, confusing metrics and PPC jargon such as CTR, CPA, views and Quality Score? Good agencies will provide regular, meaningful performance figures in line with your KPIs and digital marketing goals and objectives.

A successful PPC campaign is one that effectively targets your ideal audience, generates relevant traffic to your website, and achieves a high click-through rate (CTR) and conversion rate, all while staying within your budget.

To find a good PPC management agency, start by researching and reading reviews. Look for agencies with a proven track record, transparent pricing, and experience in your industry. Ask for case studies and client references to ensure they can deliver the results you need.

Having a PPC management agency can provide several benefits, including expert knowledge and experience in managing PPC campaigns, saving time and effort by outsourcing the work, access to advanced tools and technologies, and improved ROI through optimized ad targeting and campaign performance.

As a full-service digital marketing agency based in Hertfordshire, we can offer you the complete package. Web Design, SEO, PPC management services, Email, and Social Media Management.

Technically there is no minimum, you can budget what you are comfortable with but we recommend at least £1,000 a month to see meaningful results. If you budget £50 you won't get much in the way of results.