Whether you’re looking to improve your digital marketing results, scale your business, or are just tired of seeing your competitors at the top of Google results when searching for your company’s product or service, PPC could be your business superhero, swooping in to save the day.
You probably know those sponsored ad results, called pay-per-click advertising (also called PPC or paid search), are one of the most effective digital marketing methods for getting your brand in front of the right people at the right time in the right place (that place being Google).
While search engine optimization (or SEO) is the process of using onsite, offsite, and technical tactics to make your brand name and website more visible in organic search results, PPC marketing can fast-track you to the top.
The good news: With the right targeting focus, bidding strategy, and campaigns in play, you can land in one of the coveted sponsored slots on the search engine results page, or SERP. SEO is just as important as PPC, but the latter usually takes less time to show significant results.
Of course, creating effective, successful paid search campaigns involves numerous steps if you want to do it right (and for the sake of your ad spend, you do) — from keyword research and audience targeting to ad creation, landing page building, A/B testing, and regular optimizing. For those reasons and more, lots of companies opt to work with a PPC management services agency.
Most PPC advertising agencies help companies to:
- Build or update their PPC marketing strategy
- Research competitors to determine ways to stand out
- Understand their target audience’s demographics (along with their needs, wants, and pain points)
- Create action-oriented ads and landing pages
- Monitor performance to continue improving PPC campaigns
What is a PPC service?
ICYMI, an agency, consultant, independent contractor or in-house marketer can provide PPC ads services to businesses looking to improve their paid search and overall digital marketing efforts.
These services work to help companies create effective campaigns that are properly targeted, accurately set up, and regularly optimized so the company can achieve the maximum return on its investment and meet its goals. Those goals can be anything from more qualified leads and increased site traffic to more sales, better brand awareness, or something more.
Not only does a strong PPC program keep your brand visible online, but it can help enhance your marketing efforts, such as:
- Paid and organic efforts on social media platforms (LinkedIn, Instagram, Facebook. Twitter, Pinterest, etc.)
- SEO (more on that below)
- Email marketing
- Conversion rate optimization (CRO)
- Display ads
- Retargeting efforts
- Video ads
- & more
As a well-known brand with serious competitors, Verizon Digital Media partnered with us to increase conversions and grow their brand awareness while also lowering their cost per lead. We worked to enhance their existing paid search efforts by optimizing ad copy, creating more customized campaigns, and more. HawkSEM helped Verizon grow conversions by more than 3,200% while cutting CPC in half. Find out how
What are the top PPC service deliverables?
No two digital marketing agencies are exactly alike, of course — from their team sizes, timelines and range of PPC specialists to the clients they work with and the services they offer.
If you’re partnering with an agency for your PPC program, it’s likely that your best bet will be to work with a team that offers the most in terms of PPC, so you have as many tools as possible at your disposal. These are a few common marketing services for paid search.
PPC audit of current campaigns
You can’t know where you’re going without knowing where you’ve been. If you’ve already been running PPC ads and have a plan in place, your PPC agency may want to conduct an audit to get an in-depth, clear picture of where your current initiatives stand. This is also a great time to align with your team or agency about your overall marketing plans and business objectives.
Competitive analysis & market research
Just like any agency worth their salt wants to understand the current status of your PPC program, they should also have a keen interest in what your competitors are doing and your industry’s current landscape. That means auditing direct and indirect competitors, reports, Google Trends, and other insights.
Conversion & goal tracking review
You may think you have your PPC account set up and tracking properly. But working with hundreds of clients over the years has taught us that conversion and tracking errors are more common than you might think. That’s why we take the time to audit all conversion points to ensure all goals are being tracked properly – including forms, calls, emails, and appointments.
Identifying key opportunities & platforms
The opportunities and platforms you leverage as part of your PPC program will depend on your program’s scope and the agreement you’ve made with your agency, whether that means PPC only or other avenues like Display, Shopping campaigns, and the like. Once these parameters are put in place, your agency can work with you to pinpoint your biggest areas of opportunity and even identify some potential quick wins.
Campaign audit, strategy & execution
Consider this PPC deliverable stage the building blocks that will help you reach those goals you’ve solidified and set. It involves building an advertising strategy that takes factors like budget, bid type, optimization objective, and creative recommendations into account. It also may include projections about what can be accomplished with the current budget.
Keyword research & development
Launching PPC ads without doing proper keyword research? Yikes. This deliverable is one of the most crucial because of how it informs everything from your ad copy to the targeting parameters you put in place. Along with the audit mentioned above, keyword research and development helps you find new opportunities for targeting based on your ideal client personas, company goals, and your product or service selling points.
Audience, ad copy & creative buildout
Once your ideal client personas have been fleshed out, the next step is to create these custom audiences so you’re targeting strategically rather than creating generic ad campaigns that are less likely to resonate. From there, you can create an ads management plan and brainstorm better ad copy that speaks to these audiences using the keywords identified previously within the overarching strategy.
A/B testing & landing pages
Testing, testing, 1-2-3. Testing is a key factor when optimizing your campaigns – leave the “set it and forget it” mindset to your competitors. Meanwhile, you can test headlines, ad copy, landing page design, imagery, and more, then see what your audience responds to best. This is also the time to start updating or building out custom landing pages for paid, conversion rate-focused campaigns. Heatmapping is a great resource for this stage of the process, since it helps pinpoint areas of improvement on your landing pages.
Having customized reports on your PPC campaign’s progress not only keeps everyone on the same page, but it’s helpful to bring to your company’s C-suite level when they ask about how things are progressing. The reports your agency builds will depend on your desired key performance indicators (KPIs), applicable customer relationship management (CRM) tool data, and any other valuable insights.
We wanted to make PPC campaign management as straightforward and streamlined as possible. That’s why we built our own exclusive ConversionIQ platform.
This proprietary tech helps you consolidate your most important metrics so you can create more comprehensive reports and connect the dots between which leads are actually leading to new business. As a result, you can more easily scale campaigns, optimize creative assets, and focus on more profitable customers.
What is a PPC ad?
We define a PPC ad as a form of digital advertising appearing on search engine sites or apps. The aim is for your ad to show up in search results when someone is seeking out your company, product, or service.
Every time someone clicks on your ad, you pay a fee, (hence the “pay per click” nomenclature). This fee varies depending on factors like the industry you’re in, how much the competition is spending, Quality Score, keywords, and more.
When someone clicks a PPC ad, they should be taken to a landing page on your site to continue on their journey down the sales funnel. What happens next depends largely on the landing page itself.
If you’ve targeted the right keywords and your landing page has elements like a clear call to action (CTA), an easy-to-complete form, and messaging that closely aligns with your ad copy, then the odds of turning that click into a lead are in your favor.
Results From Our Marketing Plans
Conversions up 7x
Increased enrollment and filled seats in our sleep
Increased e-commerce conversion rates two fold
3x lead volume
30% increase in conversions
Doubled holiday sales
Where do PPC ads show up?
Many marketers think of Google Ads (formerly Google Adwords) first and foremost when they think of PPC campaigns. And while Google is certainly the most popular search engine globally, it’s not the only game in town.
Non-Google search platforms include:
- Microsoft Ads (Bing Ads)
If you haven’t already, it may be worth exploring one or more of these alternative search engines, depending on your budget and which platforms your audience tends to use. If a good chunk of your audience uses one of these platforms, see how the campaign-creation process and bidding strategies stack up against Google.
You may be surprised to find less competition and more affordable options elsewhere. (Not only that, but it’s relatively simple to import a Google Ads campaign onto another platform such as Microsoft Advertising, which manages Bing ads.)
When Sierra Nevada University was looking to leverage paid search to increase enrollment, they wanted to partner with a PPC agency that was transparent and results-driven – for that, they chose HawkSEM. We helped this higher education institution build more CRO-focused landing pages, expand geographic targeting, improve conversion tracking, and more, resulting in a 135% increase in search campaign clickthrough rates. Here’s how we did it
How can PPC services help scale your business, drive sales & increase revenue?
There’s a reason why brands invest a significant portion of marketing spend into paid search ads. Think about it: People see ads in so many places. They pop up when we’re scrolling social media, driving or walking around, and when visiting most websites.
But when people are using a search engine, whether on their smartphone or desktop, they’re searching for answers. Depending on the query, your offering could be just what they’re looking for.
Leveraging PPC services gives you the opportunity to:
- Connect with your target audience
- Build better brand visibility on the SERP
- Stay competitive with other similar businesses
- Increase lead gen
- Grow your website traffic
All of these benefits can result in increased sales and revenue. When you craft targeted, action-oriented ad campaigns that lead to clear, high-quality landing pages, you’re setting your PPC program up to bring you more qualified leads and higher ROI.
The ConversionIQTM System
Our smart way of marketing to drive more revenue.
ConversionIQ is our proprietary methodology built to drive actionable insights, full-funnel attribution and high-quality conversions that continuously improve your bottom line.
What are the benefits of working with a PPC services agency?
A DIY approach can work for smaller businesses or those just starting out with pay-per-click initiatives. But when it’s time to take your program to the next level (and see those next-level results), partnering with a PPC management agency can be your one-way ticket to scalable upward growth.
You get the benefit of teaming up with experienced pros who are PPC experts who know the latest and greatest strategies when it comes to marketing campaign building, optimizing, and more when you partner with a PPC management company.
And if it’s pricing you’re worried about (who isn’t?), then look at the data. Many agencies can pinpoint both missed opportunities and areas of wasted ad spend, not only helping you save money, but oftentimes see a dramatic increase in your ROI, making the partnership a cost-effective, well-worth-it investment in the end. (This is what we’ve been able to do for brands like Nike, ADT, and Merrill Lynch.)
Meet The Team
PPC services for e-commerce brands
Online shopping continues to grow in popularity due to its accessibility, easy process, and seemingly endless purchase options. And search engines have taken notice.
The Google Shopping platform in particular has seen quite an evolution since it first launched back in 2002. Now, e-commerce brands can create their own visual paid search ads that will surface for keywords related to an individual product.
Creating a Google Shopping campaign differs from a regular Google Ads campaign because of the nature of the ad and search intent. However, the extra features and tools Google has created for e-commerce brands have made it easy for shoppers to purchase directly from Google, simplifying the buying process and driving sales as a result.
Why is SEO important to PPC services?
If you ask us, no well-rounded search engine marketing (or SEM) plan is complete without both SEO and PPC strategies in place.
After all, you can have the most well-written, dynamic search ads on the block. But if those ads lead to a sub-par website with outdated content, poor UX, and little chance of appearing in search results? Then you’re simply not allowing your efforts to reach their full potential.
Taking advantage of the latest and greatest SEO best practices can bring plenty of benefits to the PPC services you have in play.
One of the main ways is through keywords. As a key component of both PPC and SEO, keywords that bring you lots of quality leads are likely good keywords to create content marketing around as well.
Next, you can cross-analyze data from both of these initiatives to enrich your metrics and give you a better picture of your overall digital marketing performance. This will also result in more effective A/B tests to gauge how your buyer personas are reacting to both your efforts.
The better your SEO and PPC campaigns, the higher your chances are of showing up on page 1 in both the paid and organic sections of search results. This is a philosophy that Search Engine Land coined “search incrementality,” which basically means the result of SEO and PPC working together is worth more than the sum of its parts. As a bonus, seeing your brand’s name multiple times in search results can do wonders for credibility.
Lastly, pairing these two strategies together can save you money. When PPC and SEO work in tandem, you can:
Spend less time (and budget) on testing what lead gen efforts bring about the best results.
Cut costs on content creation by offering better insight into keywords.
Generate revenue more quickly through PPC while your long-game SEO campaigns ramp up.
Cut down on landing page tweaks and optimizations by enhancing them for both SEO and PPC at once.
The bottom line
PPC services can do wonders for maximizing your online reach and helping you meet your goals. When you know the building blocks of creating dynamic, action-oriented search campaigns, you’ll find more, qualified clicks start filling your lead pipeline.
But when it comes to paid search, not just any agency will do.
To form a successful partnership, it’s important to take the time to get clear on your goals, budget, audience, and bandwidth.
Once you know what you’re looking for, you can seek out a provider that aligns with your communication style, takes the time to get to know your brand and audience, understands your goals and budget, and is committed to a hands-on approach for campaign creation and optimization.
Request a Free Consultation
No BS, just results. Average clients see a 4.5x ROI
- Dramatically improve ROI
- Outperform the competition
- Increase conversion volume
- Better track ROI
- Reduce cost per acquisition
- Improve lead quality