PPC Campaign Management: Driving Results with Paid Search
Pay-per-click (PPC) advertising, whether through Google Ads or other popular search engine platforms, offers instant visibility for key terms that drive traffic to your website. This form of advertising is essential when targeting highly competitive search terms where organic listings are difficult to achieve, or in cases where dominating the search engine results page (SERP) is crucial for maximum brand exposure.
PPC also shines when a targeted promotional message or call to action is needed—especially for time-sensitive campaigns that cannot easily be supported by more permanent organic listings. Whether launching a new product, running a seasonal promotion, or raising brand awareness, PPC campaigns allow businesses to place their message in front of the right audience at the right time.
Intelligent Targeting
The foundation of a successful PPC campaign is intelligent targeting. By carefully selecting high-value search phrases and crafting a compelling promotional message with a clear call to action, businesses can drive meaningful traffic and conversions.
At Evisible, we take a data-driven approach to PPC campaign management. We utilise detailed competitive intelligence to configure campaign settings precisely, segment audiences effectively, and continuously test and optimise ad content. This allows us to discover the most relevant and best-performing keywords while delivering ads that resonate with your target audience and encourage action.
New Developments in Google Ads
The landscape of Google Ads is continually evolving, with recent updates bringing new tools and opportunities for campaign optimisation:
- Performance Max Campaigns: This newer feature allows advertisers to access all of Google’s ad inventory—from YouTube and Display to Search and Discovery—within a single campaign. It leverages AI and machine learning to automatically optimise bids and placements, ensuring your ads reach the most relevant audience across multiple channels.
- Responsive Search Ads: Google’s push toward automation has made responsive search ads (RSAs) a key part of modern PPC strategies. RSAs allow businesses to input multiple headlines and descriptions, and Google dynamically tests and chooses the best-performing combinations. This format improves ad performance by matching user queries more accurately, driving better engagement.
- Audience Targeting Enhancements: Google Ads has refined its audience targeting capabilities with features like in-market audiences, affinity audiences, and customer match. These tools enable you to target users based on their behaviour, interests, and past interactions with your brand, allowing for more precise and personalised ad delivery.
- Enhanced Conversion Tracking: New developments in conversion tracking, such as Enhanced Conversions and Offline Conversion Tracking, help businesses get a clearer view of their return on investment (ROI). Enhanced Conversions uses first-party data to provide more accurate attribution, while Offline Conversion Tracking allows businesses to measure the full impact of their online ads on offline sales.
Experienced PPC Campaign Management
Evisible has years of experience managing PPC advertising campaigns across a variety of sectors, from major retail and luxury hotels to boutique clothing brands. Our managed PPC service is designed to maximise your return on investment through strategic planning, precise targeting, and ongoing optimisation. Our services include:
- Account Setup and Advanced Configuration: From initial setup to advanced settings, we ensure your PPC accounts are optimally configured for success.
- Search and Display Networks: We tailor strategies for both Google’s Search and Display Networks to capture different types of traffic and customers at different stages of the buying process.
- Keyword Research: We conduct in-depth research to identify the most relevant and high-value keywords for your business.
- Ad Development and Testing: Our team creates engaging, conversion-focused ads and rigorously tests them to identify top performers.
- Conversion Optimisation: We focus on driving conversions by improving landing page experiences, testing ad variations, and refining bidding strategies.
- Tracking, Reporting, and Campaign Optimisation: With robust tracking and reporting, we provide full transparency and continually optimise campaigns for better results.
- Localised PPC: For businesses targeting local markets, we provide geographically targeted campaigns to ensure your ads are shown to relevant local audiences.
- PPC Training: We offer training for in-house teams looking to enhance their understanding of PPC management and get the most out of their advertising budget.
We have conducted successful campaigns for organisations including Tesco, Premier Marinas, Hotel du Vin, The Pig Hotels, Janes Information Group and others, speak to us now about how Evisible can help you to find success through PPC advertising.
Contact the team…
Tel. +44 (0) 239 4222589
Connect with us through Twitter, Linkedin or Facebook, or drop us an email to office@evisible.co.uk