Pay Per Click

Pay Per Click by Smart Cow Marketing, digital marketing agency offering the best lead generation services in and around Croydon.

PPC Agency

Overview of the different types of Google Ads

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You’ve more than likely heard of Google Adwords and you may be familiar with the term Pay Per Click (PPC) campaign. Well a Google Ad is a type of PPC campaign.

However, there’s a few different types of campaigns that you can actually run from your Google Ads account.

So, here’s a short summary of the types of Google ads you can run as part of an online marketing advertising campaign. There’s a wide choice so you can find the best fit based on your business objectives.  

Google Search ads  

If you set up a Google Search campaign then this is the type of ad that appears in the Google search results when you type in something that you want to find. In the search engine results pages, you’ll see a few suggestions at the top of your page with a little ‘Ad’ icon beside it which denotes a Google Ad.  

What’s good about a Google Ad campaign as this is the most popular search engine and by running ppc ads your business is visible on the first page of the search results.

This is a great way to get brand awareness of your business, a new site or new products and services. Plus, you can add in calls to action to really help drive visitors to your website.   

Google Display ads 

These type of Google ads can appear across a network of websites. Google says you can reach more than two million sites and apps across the internet using a Google Display ad.

These ads can also help increase awareness and reach to your core audience as you can target specific interests.  

Google Video ads 

Google video ads are still a form of PPC, meaning that you as the advertiser will only pay if someone decides to watch your video ad.  

A video ad can help you reach your target audience at scale by appearing when someone is perhaps researching a product or service. This way a potential customer has the chance to view your video as it appears on YouTube or the network of sites as mentioned in Display ads.  

Google Shopping ads 

You know the run of ads that appear at the top of search when you Google a product? That’s what these shopping ads are. Another great way to get your product to appear in search and next to other Google text/responsive ads.  

This is a great way to raise awareness of your products and boost traffic to your website for purchases.  

Google App 

According to Google, these ads run in search, play and YouTube. Plus a raft of its network of sites. This campaign is about getting downloads and you just need to add text, how much you will pay for the click of the ad (known as Bid) and then Google optimises it for the best results.   

Ad copy

The copy is a key part of the advertising and should stem from your overall content marketing plan. Your text ads should be succinct, to the point and specific to your target audience to really encourage your ads to be clicked.

Make sure that the landing page you choose is specific for your ads. It can take time to set up the ad campaigns so knowing that all the information relevant to your campaign is in the landing page is essential for success. YOur website landing page should also be mobile optimised – so do check that too before you make your ads live.

However, the beauty of Google ads is you can hone your campaign. So, you can tweak copy here and there depending on the CTR (click through rate) or maximum bid you have associated with the ad.

Lead generation with PPC marketing

A PPC marketing campaign such as running a Google Ad (in whichever ad form) is a great lead generation tool. With the sophisticated technology you can really target your audience so you can obtain good quality leads from conducting such a campaign.  

So, if you’re looking to increase brand awareness, promote your latest products or want to encourage people to take action, then perhaps a PPC campaign is right for your business. 

Pay per click Croydon

We’re a PPC agency in Croydon working with a range of businesses on their digital marketing activity. We can work with you on a standalone PPC campaign or create a mix and match of digital marketing approach depending on what your business goals are.  

If you would like your Google Ad Campaigns set up for you, we can do this and then let you continue to run the campaign yourself. Or we can provide this service on a monthly retainer basis.  Get in touch and let’s chat further.

Digital Marketing written in pen

What is digital marketing?

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Digital Marketing is all about marketing communication that we consume via digital devices, that is, laptop, PC or smart phone and of course through the internet.

This means that beyond the adverts you may see in print or in leaflets, brands can reach their target audience using a wide range of tactics through digital marketing services including website Search Engine Optimisation (SEO) e.g. using Google Ads, search engines, social media, email marketing, video, advertising campaigns etc. With the analytics and insights available as a result of using digital marketing, you can really keep track on what resonates with your audience by monitoring what works and what doesn’t.  

Digital marketing encompasses

  1. Website design & Development
  2. Search Engine Optimisation (SEO)
  3. Social Media Marketing
  4. Pay Per Click (PPC)
  5. Remarketing / Banner advertising
  6. Email Marketing
  7. Inbound Marketing
  8. Content Marketing
  9. Marketing Automation  

The evolution of marketing automation

With digital marketing continuously evolving, changing beyond recognition in just the last 10 years alone, the possibilities for communicating with a potential audience are endless. With access to a raft of channels in our daily lives and different ways to seek out the brands we want to know about, digital marketing also includes marketing automation.

Perhaps deemed the new kid on the block, marketing automation is not to be overlooked. It not only frees up time by automating repetitive tasks, it also allows tailored automated responses, tracking of prospects activity on a website as well as chat bot automation…you get the picture. In short it offers more marketing opportunities. Align this with a Customer Relationship Management (CRM) system and the data and analytics at your fingertips to help you grow your business are sometimes beyond comprehension.

Using digital marketing to its full potential for your business

It’s highly likely that at some point in your daily routine you’re using some sort of digital marketing activity in your business. Whether that be through social media, an email to customers or writing a blog for your website. However, by pulling these tactics together you can start to formulate your digital marketing strategy to target the right audience for your business which will enable growth.

Smart Cow is a digital marketing agency in Croydon, we work across a range of industries including the accounting sector. We look at the products and services on an accounting firm and see best how to put them high up on the landing page for the accounting market.

Get a Free Consultation here.

Further reading to help you develop your digital marketing strategy

Keyboard shopping cart for remarketing

Understanding how remarketing can grow your business

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Have you ever seen those ads that follow you around the internet? A few days ago you searched for something online and then an ad for it shows up on a completely different website a few days later. This is remarketing and a very useful tool it is too.

Sales very rarely result from a smooth journey from ‘A’ to ‘B’. It normally takes a few side roads to get to the end goal and remarketing helps you guide people along the journey.

We’ve talked before about ease of navigation on your own website and in a similar way remarketing is another way of helping to reconnect visitors back to your website. As people scroll through Google the remarketing ads appear in a strategic position on the page.

It’s helping to increase brand awareness and trust for your product and services.

Benefits of remarketing

Here’s some of the benefits of remarketing to help drive sales and awareness of your brand:

  • You can really target your audience. When someone has added items to a shopping cart on your website but then disappears without completing a transaction, you can create a remarketing list specifically focussing on these people.
  • Be found. Remarketing is another way of getting you found online. Ads can show when clients are searching for your business on Google which really reinforces your brand message.
  • Be creative. It’s easy to create ads via the Google Ad gallery layouts which helps you to create an eye-catching campaign.
  • Increase sales. Conversion rates are more likely to increase overtime. The more users see an ad, the more brand awareness and trust is built. Although you’ll find that the CTR (click through rate) declines over time, the people who do click are more likely to convert to a sale

While cost for a remarketing ad can be a lot lower than a standard Pay Per Click ad campaign, both can work in tandem with each other to really reinforce the message of who you are.

Running remarketing ads on Google and Facebook is a great combination.

Book a Practice Growth Session

If you feel you need some support in getting your website optimised with a paid for digital marketing campaign, then get in touch with us today.

We also run Practice Growth Sessions which are tailored for businesses keen to grow and ready to invest in a digital marketing campaign to achieve their goals. You can book a session with us for £95.

Compass

Try local search instead of marketing to the world

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As we’ve mentioned before, 97% of searches online are to find a local business*, it is therefore paramount that your business is visible online. But if you’re looking to grow your business by selling to potential customers in a specific area in the UK, how can you reach this target audience?

What areas are you looking to target?

Drill down to the areas you want to target to find new clients and use that for your future marketing campaigns.

Think about your content on your website, is it specific for the location you’re targeting? Have you mentioned that you are offering a particular service for people in a specific area anywhere on your website?

If you conduct a Pay Per Click (PPC) campaign, having an agreed area you are targeting, rather than a scatter gun approach, is key to the campaign’s success. You will need to have a dedicated landing page on your website with content specific for those areas.

Digital marketing campaign

To achieve the best results, it’s not just about the geographical area though. There’s a number of factors to build into your marketing plan which we’ve touched on in previous blogs including making sure you have created a list of keywords and phrases that you want to be found for. As well as ensuring you have a persona created for your target audience and drilled down to your brand identity so that your messages are consistent to your brand. 

Here’s our top 8 tips for building a great website as part of a well targeted digital marketing campaign.

Book a Practice Growth Session

If you’re looking to grow your business, investing in a well targeted digital marketing campaign is fundamental to growth. Our Practice Growth Sessions are tailored for businesses keen to grow and ready to invest in a digital marketing campaign to achieve their goals. You can book a session with us for £95.

Sources: *SEOExpertBrad

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