The daddy of PPC is Google search. But they’re becoming increasingly challenged by social media giants such as Facebook, Instagram and TikTok as influencing brands build trust with consumers on those platforms too.

PPC is so effective because it allows you to create an advertisement then drop it into the results and feeds of people who are looking to buy; or people who’re interested in specific, relevant, subject areas.

It’s advertising on steroids – and unlike advertising of old, it’s also particularly highly targeted and controllable. Knowing that, it’s probably no surprise that PPC campaigns can be costly; and that’s why it’s so vital to optimise your campaigns in every respect to keep costs down and results high.

Thankfully, Webmart knows which knobs to twiddle and levers to pull to keep testing PPC campaigns and ensure they’re lean and effective.

Customer and Goal Analysis

Whatever your goals, it’s vital to establish what you want from your advertising and how that matches with what your customers want. It’s the basics behind all campaigning but it’s vital to be clear as crystal because these fundamentals underpin all PPC campaigns.

Keyword Research and Targeting Tools

Keyword research identifies the relevant keywords that deliver customers to your door – and it also helps you understand cost options, i.e. whether to go for profitable niches or big but costly targets.

Of equal importance in some channels are the platform’s targeting tools. These take data provided by users and present them to advertisers to help them target specific profiles; so they’re very important.

Campaign Setup

Set up your campaigns correctly and you’ll benefit from the start and for the long term. The right structure allows you to focus on quality and relevance to keep your costs low and make your budgets stretch further.

Landing Page Optimisation

Optimised landing pages turn visitors into buyers more quickly so it’s vital to apply CRO best practice and continual testing to ensure you’re maximising that conversion rate and getting the most for your PPC budget.

Click-Ready Ad Copy

Clickbait’s a no-no but ensuring your ads are compelling and click-ready isn’t. Eye catching ads delivered to the right audience at the right time means your copy has to be truly on-point.

Reporting

Clear, concise, results-driven reporting allows you to quickly see what’s working and what’s not and take those all-important actions to improve.