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What is... PPC

What is PPC?

So you’ve built a great website for your business. It’s well designed, informative, and packed with great content. But this is the harsh truth: if nobody clicks through to your site, all that work will go to waste. PPC can help with that, massively. But what is it?

Pay-Per-Click advertising is a form of marketing that allows you to place ads in strategic spots online (primarily search engines and social networks), and you only pay a fee if ( or when, preferably!) the ad is clicked by a user.

How does it work?

The Pay-Per-Click model is primarily based on keywords. In search engines, for example, online ads (also known as sponsored links) only appear when someone searches for a keyword related to the product or service being advertised. It is therefore very important to research and analyse the keywords most applicable to your company’s products or services. Investing time in the search for relevant keywords will result in a higher number of clicks and, eventually, higher profits.

There are many compelling benefits of PPC advertising on both Google and Bing (yes, Bing’s still a thing) to help maximise your Digital Marketing opportunities. For starters:

  • Results are easy to measure and track.
  • Integration with other marketing channels works well.
  • Due to all the tracking, PPC provides a source of useful market data.

Google Ads is, of course, the single most popular PPC advertising system in the world. Every time a search is initiated, Google digs into the pool of advertisers and chooses a set of winners to appear in the valuable ad space on its search results page. The “winners” are chosen based on a combination of factors, including the quality and relevance of their keywords and ad campaigns, as well as the bidding budget. It’s essentially a kind of auction.

PPC has already proven to be a reliable and profitable marketing channel for tonnes of B2B, B2C, nonprofit, and other companies seeking instant quality traffic and conversions, so we think it’s about time you let us help you get in on the action. The combination of granular goals, targeting, testing, robust data and reporting is what makes us so successful - and if we win, so do you!

How can we help?

Whether you have existing campaigns or are starting from scratch, we make sure that your ads are seen by the right crowd. We’ll do the research and optimisation, and regularly talk you through your campaigns’ performance - so you’ll always know what’s happening.

What we do

  • Setup and link all required accounts
  • Keyword research
  • Hero creative for display campaigns
  • Continuously monitor and optimise your campaigns
  • Meet monthly to report on performance and plan future activity

How we do it

The setup 

We will liaise with your team to identify target audiences, objectives and relevant keywords. At this stage we will also require access to your Google account, so that we can set up and link your Google ads and Google Analytics.


Once the setup is complete, we’ll create a number of ad copy examples which you can check and provide feedback on. If required, we can also create static graphics for display campaigns. These designs will be based on the Social Media Toolkit (in the required sizes and for the required platforms) and will require your final approval. 

Once the campaigns are up and running we will continue to monitor and optimise their performance for you.

As with Paid Social, it’s key to drive quality traffic to your site so that we can track the performance of the campaign and to enable a remarketing campaign.

Monthly Meetings & Reporting

We will monitor, analyse and optimise all campaigns, and during monthly meetings, we will work with you to plan activities and discuss the performance of the campaign to date.

How much does it cost?

We have four different packages available which means we help with your PPC no matter where you are on your business’s growth path.

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Why not get in touch?

We’ll grab a coffee and talk you through the options, to make sure we offer you the very best solution.

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