Pay Per Click Advertising

Paid search (PPC) is a digital marketing channel that, when done right, can bring instant results. The big advantage of paid search campaigns is the ability to drive traffic, leads and revenue to your website within a remarkably short timeframe.

Also, the PPC model allows full control of how much you spend on each campaign. You decide what you think each click, lead or sale is worth to your business and you never pay more than that.

However, the paid search landscape is competitive. In order to maximise your pay-per-click success, it is imperative to utilise data analysis tools, leading technologies, innovative thinking and paid search best practices. That’s where we come in!

Paid Search Platforms

Google Ads

Google Ads (formerly AdWords) is Google’s main online advertising platform. It enables you to promote your brand’s products and services through both Google owned properties and its partner sites, including but not limited to: YouTube, Amazon and more than 170k websites which use Google Custom Search, like The Daily Telegraph & The New York Times. Google ads is the most popular PPC channel used by advertisers.

Why use Google Ads?

At the moment, not only does Google command more than a 75% market share globally, it also has the most comprehensive paid search offering (though Bing is catching up). As a result, you can serve more types of ad, with more functionality, to more users than with any other paid search platform.


Bing Ads

Microsoft’s Bing Ads was introduced in 2006 (as Microsoft AdCenter). While it has lagged behind in both market share and offering for more than a decade, investment in Bing has increased a lot. With it has come a surge of improvements across both the Bing search engine and its ad platform which now matches Google Ads like for like for most of its competitors offering. It also has the advantage for B2B brands of being able to target LinkedIn.

Why use Bing?

Bing Ads offers businesses the opportunity to advertise across the Bing Network, which includes DuckDuckGo, the Wall Street Journal, Gumtree and many more.

What may surprise some, however, is that a campaign which is duplicated directly – imported from Google Ads onto Bing Ads – will typically deliver the same or an even better ROI, though with only 10% of the volume. However, while the market share of Bing in the UK is small, its share in the US and some other countries is much larger and, as such, Bing should never be overlooked when planning an international paid strategy.

Keyword Strategy

At the heart of any successful paid search campaign is a comprehensive, thoroughly researched keyword list. However, we don’t just consider which words people are searching for, we also take into account how they search.

We can tailor the keywords in your advertising campaigns to the stage your customers are at within the buying cycle.

Mobile Search

The number of desktop searches is decreasing, making the market increasingly competitive as businesses continue to vie for the attention of a diminishing traffic source.

Meanwhile, the rate of searches performed on mobiles and tablets is growing exponentially, but mobile traffic is often undervalued by paid search advertisers, who often either reduce their bids or don’t target mobile at all.

Paid Search Management

One of the biggest advantages of paid search marketing and pay per click management (PPC management)  is the ability to make changes to a campaign at any level and see the impact in real-time, which allows you to keep testing and optimising your performance.

Knowing what to change when and how is vital to any business. Pay per click optimisation (PPC optimisation) is part art, part science. It requires data, the more the better, but also requires intuition and experience where there’s not enough data to make statistically-valid decisions, along with the time, patience (and budget) to experiment.

As part of our ongoing commitment to performance excellence we know that a good strategy is important. We understand that evaluating your competitors is a key marketing activity. For paid search this means analysing, for example, the keywords they rank for, what they’re spending, how their ads are written, their calls-to-action and what’s on their landing pages.

What do our clients say?

Nicky A

Brían and Phil took over the management of our paid advertising a few months ago. They have reduced our spend and at the same time improved our conversion and increased our online sales.

Get in touch with us

Call Brían on 07811 966 117 to discuss your campaigns and how we can help to improve their performance