Paid search advertising (PPC)

Paid search advertising, or PPC advertising, allows businesses to put their products and services in front of people who are actively searching for them, at the time they are searching, using platforms such as Google Ads. Getting your website to the top of Google's first page is difficult and time-consuming. If you want to get there fast, then PPC is the only way to achieve it.

Grow Conversions Immediately With Paid Search Management

Paid search, or sponsored search, is one of the most targeted, powerful and dynamic advertising mediums in the world. Using platforms like Google Ads, Google's pay-per-click (PPC) advertising platform, you can immediately put your website to the top of the search results for the exact search terms your customers are using.

However, it is also one of the most competitive forms of advertising available. Without a keen understanding of PPC management features such as biding strategies, a/b testing and keyword selection, many companies are overwhelmed and often spend too much for very few conversions.

We have devised a simple, but effective, 5-step paid media strategy that ensures we implement all of these features to the highest standard, resulting in the maximum ROI for your business.

Defining Your Business Objectives

The first step to any successful paid search strategy is to take time to fully understand your business and marketing objectives. This will allow us to suggest the right paid search channels that you should be utilising to reach your target customers.

If you already have existing PPC accounts, we will carefully study the past performance along with your website analytics data. This helps us to understand what has been working and what hasn't, as well as being able to provide you with detailed analysis and action points.

Reverse Engineering Competitor Strategies

The next step is to find out what paid search strategies your competitors are adopting. Using various industry-leading intelligence tools, we can find out which competitors are investing in paid search, the channels they are investing in, the keywords they are bidding on and estimates of what they are spending.

Learning about your competitor's strategies in this way enables us to uncover quick wins and benchmark your business in the paid space.

Building Customer Personas

One of the main steps in developing a successful paid search campaign is to ensure it is relevant to your target audience.

To do this, we work with you to build customer personas that look at every aspect of your consumer's buying behaviour. This allows us to create compelling and engaging user journeys that will ultimately lead to increased revenue for your business.

Building Campaigns & Creating Copy

Once we have a clear picture of what needs to be achieved, we get to work on creating your strategy and building out your campaigns.

The key to paid search success is developing compelling ad copy and creative banners that are relevant to the audience and includes strong calls to action.

As well as producing impressive ad copy, we make sure we find the right mix of both positive and negative keywords that not only offers high user intent but results in minimal budget wastage to maximise your ROI.

Ongoing Optimisation & Reporting For Maximum ROI

The final step in any paid search marketing campaign is to ensure that visitors take action as a direct result of the ad spend. We set up goal conversion tracking so we can measure the effectiveness of every campaign and ad we run.

We monitor your campaigns on a daily basis and continuously optimise them to weed out irrelevant keywords and poor performing ads.

Then, at the end of each month, we provide you with a custom-built, real-time report of your performance in an easy-to-digest format, presenting you with the exact data you want and need to see to fully measure the return on your investment.

Google Ads
Google Shopping
Google Display Network
Bing Ads
Microsoft Advertising

Results Other Agencies Can Only Dream Of

We have had the pleasure of working with many different businesses in a wide variety of industries to help them meet their aggressive online marketing goals. As a technically focused agency, we build our own proprietary tools that give our clients an edge in the market, generating results that other agencies can only dream of!

These screenshots show the overall increase in organic traffic that some of our clients have experienced.

520% Increase In Organic Traffic
600% Increase In Organic Traffic
900% Increase In Organic Traffic
733% Increase In Organic Traffic

Reviews That Speak For Themselves

Paul R.
Paul R.
00:20 21 Mar 20
Improve Position has completely delivered everything I could have hoped for.Michael Hutton told me up front what he was going to plan to do.He delivered this. On time.On specification.Mike was easy to work with, responsive and he knows exactly what he is doing.If I need more work of the same, I will not be looking beyond Michael Hutton and Improve Position.Paul
Claire R.
Claire R.
09:51 06 Feb 20
I have been using Mike's services for Website and SEO for around 5 years now and can honestly say he is an absolute pleasure to work with. Mike is a true professional who really knows his stuff. We have worked on many projects together and he is always willing to explain things in a clear, concise way. He is a great Project Manager who is honest, reliable and trustworthy in an industry where there are plenty ready to take your money and do very little! Mike has good attention to detail, nothing is ever too much trouble and he always gets the job done. I would highly recommend Mike to anyone who needs a true Expert to make a complex subject such as SEO simple and to deliver a great service.
Matt R.
Matt R.
18:40 04 Nov 19
Improve Position have been a long term collaboration with us, and I highly recommend them for continued SEO and digital marketing services. Their close relationship with clients, and level of detail and advice make them really stand out. In short they passionately care about the work they produce and about the success of their clients.

Why Choose Us?

100% Transparent Project Management

Our custom-built project management system is what really sets our agency apart from everyone else. Built in Google Drive, we map out a 12-month plan that lists daily tasks that we will undertake to reach deliverables and milestones we set.

Once your project plan has been created, you will have 100% access to everything through your own personal workbook file, so nothing is hidden. This file allows you to see what work has been completed, what work is in progress and what work is coming up.

Your workbook file will also show actions that need to be taken on your account, along with a full list of backlinks and content that we are creating on your behalf. Everything is updated in real-time so, at any point, you can log in and see the progress of your campaign.

Custom Built PPC Reporting

Presenting you with monthly reports on the progress of your paid search campaigns is one of the most crucial steps we take. However, we take reporting to the next level.

We understand that there is no perfect reporting tool out there and PPC on its own can be overwhelming. Off-the-shelf reports either give too little information, too much information or even worse, information that isn't really useful to the client. That is why all our paid search reports are custom-built and unique for the needs of each individual client using Google Data Studio.

Google Data Studio allows us to pull data from various paid ads tools and display it in the most useful way. The reports continuously update in real-time and are fully interactive, which means they can be used at any point to analyse aspects of your campaigns performance and conversion trends.

We Get Real Results

With Google's algorithm becoming increasingly more intelligent, paid search is becoming increasingly more competitive. Throw in the likes of Bing and Microsoft into the mix as well and everything becomes a minefield.

Despite this, our team of experts have an outstanding track record of getting real results for our clients across all paid search channels.

Our PPC marketing services focus on proven methods to not just increase click-through traffic to your website but to increase conversions as a direct result of what we do. This is backed up by our excellent case studies which show the quality and tangible results you can expect from our service.

5 Star Reviewed Agency

Our agency has an ever-growing list of 5-star reviews on both Facebook and Google. Our personalised service goes far beyond just getting PPC results, and this is backed up by the reviews we regularly receive from our happy customers.

Getting results from paid search is important, but doing this whilst providing the very best in customer service is critical. Every client is a long-term relationship and we care about their success just as much as we do our own.

With over 130 clients on our books, we have been trusted by businesses across the whole of the UK, from local start-ups to national celebrities.

Frequently Asked SEO Questions

What Is Paid Search Advertising?

Paid search advertising, also known as pay-per-click advertising or PPC, is pretty simple: search engines, like Google, allow businesses and individuals to buy listings in their search results. These listings appear as an advert alongside the natural, non-paid search results and are sold in an auction. You then bid what you want to pay for a click on the advert. Bid the most and you have a chance of ranking number 1 in the sponsored search results. If someone clicks on your PPC listing, they will arrive at your website and you are charged the amount you bid.

When you create your advert, you tell the search engine what keywords you want that advert to come up for in the search results. They will then indicate the type of price you will need to pay to get a high position – this is called the cost per click, or CPC. This cost will vary for every keyword and every website and depends on a number of factors, including; the competition for that keyword or how well your website is optimised for that keyphrase.

The resulting advertisements are called sponsored links or sponsored ads and appear above or beneath organic results on search engine results pages. Most major search engines have their own PPC platform, the main ones being Google Ads and Bing Ads.

Should I Consider Google Ads For My Business?

When it comes to pay-per-click marketing, there really is nothing quite like Google Ads. With over 90% of searches performed on Google in the UK alone, if you want to drive targeted traffic to your website, then Google Ads is definitely the best place to start.

Whether you knew it or not, you have most likely clicked on Google’s paid advertisements at some point. These ads are strategically placed to entice visitors like you into clicking on them in hopes of finding the most relevant information related to your search.

Unlike the organic, or non-paid, search results, Google Ads gives you a lot more control over who sees your listing and the keywords that your website comes up for. By setting your ads to only show to people who live in certain towns and cities, as well as particular days and times, you have a much higher chance of reaching the people who will actually turn into a paying customer.  Google’s paid advertising system generates billions of ad revenue for Google and its publishers for one main reason….it works!

The problem is, many website owners who have tried PPC themselves have found it expensive with little return. But, this is only down to a lack of experience and understanding of how the system works. When a pay-per-click campaign is properly set up, professionally managed and optimised correctly, then it can be one of the most cost-effective forms of online marketing.

I Want To Rank On Google. What's Better, Google Ads Or SEO?

This is a great question and one that we get asked all the time. The most ideal way of coming up in Google's search results is via their natural, or organic, search listings. This is simply because you don't have to pay Google for the privilege which can be achieved through search engine optimisation (SEO).

However, over recent years, getting to the top of the search results naturally is continuously getting more and more difficult. Although it is the best way to get that number one position, it takes a long time as you have to earn your way to the top which can take months and years of hard work. However, once you eventually get there, you will find that you should stay there for the long term and don't need to pay Google for it.

For some businesses, they simply cannot afford to wait for SEO to take effect and want to get straight to the top very quickly. If this is the case, then Google Ads is the only way to achieve this. Although it works out more expensive in the long run, it does generate results a lot faster and therefore pays for itself a lot quicker. So, when it comes to a short-term search marketing solution, Google Ads is a serious option to consider.

I Tried Google Ads Before Myself But It Didn't Work. Should I Still Consider It?

The main issue we see time and time over, when client's attempt to manage their own Google Ads campaigns, is the amount of money they waste. Our Google Ads Management service aims to not only increase the return you get from your ads spend, but it is to also help reduce your overall spend in general.

Many people end up wasting money with Google Ads due to the fact that they do not manage the keyword match types correctly - to read more about keyword match types, visit: About Keyword Matching Options.

Although there are various keyword match types available in Google Ads, all of which we would advise you on, the default is the broad match. Broad match campaigns offer maximum visibility but also allow your ads to show for misspellings, synonyms, related searches and other similar variations. This, unfortunately, means that Google may end up showing your ads for keywords which it thinks is relevant, but in reality, isn't.

Therefore, if someone isn't actively monitoring the search terms that trigger your ads on a regular basis, you can end up spending loads of money on keywords that are not relevant and you may not even be aware of it.

A big part of our Google Ads Management service is to keep an eye on any irrelevant keywords that trigger your ads and ensure they are added to a negative keywords list. This then ensures that your ads are never shown again when someone does a search that includes that negative keyword. The end result is that as your campaign grows, it will become increasingly more focused and accurate, generating more return for less spend.

Is It A Good Idea To Invest In A Mixture Of Google Ads & SEO?

We often advise our clients to invest in both a mixture of Google Ads and SEO as a way to dominate Google's search results both for the short and longer-term. Google Ads and SEO complement each other perfectly, for these main reasons:

  • Quickly Test Keywords - as SEO can often take a minimum of 6 months to take effect, this also means you could be waiting 6 months to find out that the keywords you are focusing on are not those that generate the most conversions. SEO is a lot of trial and error and by using Google Ads to quickly test the effect of various keywords, you can usually find out what keywords work and what don't, ready for you to base a long-term SEO strategy around.
  • Get Results Faster - If you can't afford, or simply don't want, to wait months to see returns from your SEO spend, then Google Ads is the perfect way to get immediate coverage and traffic whilst you wait for SEO to take effect. The quick revenue you see from Google Ads can then help to fund your SEO efforts. Once SEO starts to kick in, you can always reduce your PPC budget as you will no longer need to pay to be at the top.
  • Reduce Costs Per Click (CPC) - Google decides how much you need to pay-per-click, known as your cost-per-click (CPC). They look at a number of factors when doing this, including the quality of your landing page text and the overall authority of your website in organic search. Therefore, SEO can help lower your Google Ads costs by ensuring your landing page is well optimised for the keyword you want to pay for and that your overall domain authority is healthy.
Does Your Paid Search Services Come With Any Long Term Contracts?

Unlike our SEO services, we do not require clients to agree to any long-term contracts with PPC. All our PPC services typically come with a one-off setup fee and then we simply charge a management fee each month on a 30-day rolling basis.

I Am An Agency Wanting To Offer PPC To My Clients. Do You Offer White-Label PPC Services?

We do work with a number of agencies across the UK, offering our PPC services on a white-label basis.

If you are an agency wanting to offer our services to your own clients, do get in touch and we can talk you through the options available.

We typically offer a discounted rate to these agencies and this will be discussed and agreed with you in advance, based on the type and number of clients you have needing the service.

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