Search ads are paid advertisements that come up as search engine results. This is the most basic aspect of the services offered by pay per click management companies. It’s also very effective because these ads match users’ queries. This means that the user is looking for the product or service you offer and, thus, is more likely to be engaged by the ad.
Google Ads (previously known as Google AdWords) is Google’s online advertising system where advertisers pay to display ads, service offerings, product listings, video content, etc. This is the single most popular PPC advertising system in the world, enabling businesses to use Google’s tremendous reach to engage audiences. The strength of a PPC SEO agency in the Google Ads ecosystem is one of the best indicators of its overall capabilities.
Display ads are paid advertisements in the form of text, image, or videos shown on websites based on a specific theme of keywords that are matched to the hosting website’s topic. It gives you the opportunity to introduce your brand to users not targeted through search engines as they browse the internet.
41% of clicks go to the top three paid ads, and ad extensions (the bit of extra information below your ad copy) help you break into the top three. Ad extensions take over more online real estate and help boost your ad’s rank on the search engine results page. An SEO company can add a lot of power to your PPC marketing campaign simply by setting up useful promotion extensions like location, affiliate location, call number, dynamic sitelinks, callouts, structured snippets, etc.
Knowing what your competitors are doing helps you plan your campaigns effectively and gives you the opportunity to improve upon areas that might need more attention. A good PPC marketing company should identify the competition for specific keywords, learn how the competition positions itself to drive conversions, see what kind of landing pages their ads lead to, and discover what keyword ideas haven’t been used yet. PPC agencies use standard tools as well as in-house systems to provide this service.
This is one of the more complicated aspects of pay per click jobs, and agencies can either use the automated bidding solution provided by Google Ads or a third-party bid management solution. There are different strategies to consider, like cost-per-click bidding, cost-per-acquisition bidding, or enhanced cost-per-click bidding. It’s important for an agency to be clear about this process since it has a significant bearing on the bang you get for your buck.
Conversion Rate Optimization
CRO is the process of optimizing your sponsored search ads, landing pages, and overall website design to increase your conversion rate. It’s one of the smartest value-addition methods by a PPC company, meaning that it helps increase your profits from sales without a bump in your advertising spend. The agency needs to dedicate time, resources, and ample testing so that you end up with compelling ads and relevant landing pages.
International PPC management requires you to understand the variances in bidding based on region, language, cultural factors, and technology. It’s possible for a company to be the best PPC agency in the US while having very little experience in the international market. The attention to detail that international PPC marketing entails isn’t possible for every agency, so it helps to look at the agency’s portfolio to see if it has experience in this area.
Geo-targeting, or local PPC, involves designing ads to target an audience based on their geographical location. When a PPC firm designs ad copy using location-specific aspects, the likelihood of it resonating with the audience is higher. As a result, it can help improve the quality score of your ads and lower your cost per click. Geo-targeting requires additional effort but can be highly rewarding if done right.
Remarketing delivers targeted ads to users who’ve already visited a business’s site. Conversion rates tend to increase the more users see an ad through remarketing. These pay per click websites will also require the addition of extra, customized code. Remarketing calls for smart targeting that shows your ads to everyone who has viewed your homepage, thereby increasing your cost per click.