Paid advertising (PPC)

Paid advertising is everywhere online. Whether you're browsing blog posts, searching Google, or scrolling social media, chances are someone is trying to reach you with their service.

From encouraging footfall in physical locations, to promoting brand awareness and encouraging online sales, there's an online advertising technique for you.

Delivering sponsored convent via Google, Microsoft, or social media, paid media offers you a high level of audience personalisation and allows you to deliver content to new and existing customers wherever they are.

Budgets and bidding

There is no minimum spend requirement for online advertising; the online bidding process will work within its budget. Google Ads has budgets set on a per-day basis, which it then uses to calculate your monthly budget. Day-to-day your spend may vary from your specified target, but you will never exceed your set budget on any given month.

PPC or pay-per-click is the most popular bidding strategy used in online advertising. This means that each advertiser only pays for ads that yield an interaction. CPM (cost per 1000 impressions) is another common ad type, usually reserved for display campaigns where visibility is the goal.

A lot of the main types of online advertising (via Google, Microsoft, and various social medias) function as an online auction. Each advertiser specifies a criteria for their audience, whether it be demographic, geographic, interest, or search-term-related, and whenever these criteria are met on a page load or internet search, all relevant advertisers enter into the bidding.

Machine learning is used to predict the frequency of each impression resulting in a click, and then it calculates the relative cost of that by taking into account the number of companies/accounts bidding on that same keyword and the relative strengths and budgets of those ads. Once a winner has been decided, the cost of any clicks resulting from that placement is set at £0.01 above the second place bid.

Strategy

There is no minimum spend requirement for online advertising; the online bidding process will work within its budget. Google Ads has budgets set on a per-day basis, which it then uses to calculate your monthly budget. Day-to-day your spend may vary from your specified target, but you will never exceed your set budget on any given month.

Online advertising is an ever-evolving field, and keeping on top of trends and changes to the platforms can be incredibly advantageous.

A lot of the main types of online advertising (via Google, Microsoft, and various social medias) function as an online auction. Each advertiser specifies a criteria for their audience, whether it be demographic, geographic, interest, or search-term-related, and whenever these criteria are met on a page load or internet search, all relevant advertisers enter into the bidding.

Machine learning is used to predict the frequency of each impression resulting in a click, and then it calculates the relative cost of that by taking into account the number of companies/accounts bidding on that same keyword and the relative strengths and budgets of those ads. Once a winner has been decided, the cost of any clicks resulting from that placement is set at £0.01 above the second place bid.

There is an online strategy for every company, and ads designed for every stage of the conversion funnel from prospecting to re-purchasing. At Remarkable, we have a dedicated team of PPC experts who are able to advise you across ad types and campaign goals.

Our team can discuss ads with you, putting together a strategy that includes the most appropriate campaigns and ad formats that will target the right audiences and maximise return whatever your budget size. From ad setup to tracking and monitoring, we're here to help. We also work our advertising techniques alongside SEO best practices, getting your products shown in a much shorter timeframe than organic marketing alone, whilst still building sustainable search foundations for long-term growth.

Learn more about our organic marketing services

We can also monitor and review your ad campaign success through the setup of detailed reports. Tracking the performance of your paid campaigns in terms of key metrics like click-through rate, impressions, return on ad spend, and overall conversion numbers. The value of each conversion can be split along the customer's purchase journey using the platform's data-driven attribution systems, for a better view of your customer journey. This granular detail allows for more efficient optimisations, aiding you in tailoring your strategy for specific brand success.

As a Google premier agency, we also have direct access to the Google advisory team which helps make our client's PPC campaigns even more successful.

Learn how we can help with Ads here

Search ads

Search ads are the most traditional form of paid advertising and operates on a pay-per-click basis through Google Ads. These are text-based ads designed to appear above and blend in with regular search results with a header, description, and display URL which links to a relevant landing page.

The ad style also allows you a lot of control over where your ads appear with the ability to target very specific terms only. This also makes it easier to manage smaller budgets and are ideal for targeting inbound customers- people who are already searching for products and services related to your company offering.

Retargeting

Unlike remarketing campaigns, which are often run via email and focus on established customers [[link to email page]], retargeting campaigns focuses on reaching out to users who are not yet customers of your business and move them down the purchase path. This is typically done by reaching out to them via third parties using online ad placement or display ads on websites.

Using tracking code onsite, you will be able to follow user activity and build up audiences that allow you to retarget and deliver personalised campaigns to different user groups. These targeted users have previously shown an interest in your product or service, meaning they are more likely to convert compared to those who have not yet visited your site. Actions you might want to build audiences around include:

Visits to certain pages of your checkout that are valuable to conversion
Product pages visited by users
Valuable pages in your checkout process that were not visited such as “thank-you” or “confirmation”
Time users spend on your site
Demographic and geographic data of users
The number of pages visited by users

Personalised campaigns can then be created around these groups in order to re-engage and bring them back onsite. These can include reminders to complete actions ( e.g. if a user has started a checkout but not completed), or providing additional information or incentives to return to your site. One of the most common forms of retargeting involves utilising the product feed to show users the specific products they have recently viewed on your site via display ads.

As part of our pay-per-click services, we can help you get started with retargeting by setting up appropriate tagging of your website to accurately track audience actions, advising on strategy and campaign setup, and incorporation of product feeds into your ad account.

Shopping ads

When a user searches for a specific product, shopping ads are usually the first thing appearing on the search engine results page. Based on the search terms used, they will be shown a shopping ad with a relevant product photo and information such as price, rating, title, and company.

The high-visibility placement of these ads, combined with the visual image element and high level of buyer intent lead to an incredibly high click-through and purchase rate making shopping ads a great choice for any ecommerce site.

Shopping ads are managed via the Google Merchant Centre and created by uploading a detailed product feed to this tool. As part of our advertising services we can work with you to optimise your product data and use all shopping features available to reach your target audience and maximise conversions. Keeping you feed optimised and up-to-date with the latest colour, brand, size, and stock information increases the chances of your ad being seen, and gives users all the information they need to make an informed purchasing decision.

Social media advertising

If your company uses social media platforms such as Facebook, X (Twitter), or Instagram, you will be able to show “Promoted” and “Sponsored” content to users. These ads blend into a user's news feed using a native element that feels familiar to users, and can take several different forms, incorporating shipping features, videos, and static images.

We can deliver engaging and dynamic ads across social media platforms using our knowledge of the full suite of ad types available on each site, and set up on-site tracking to seamlessly track ad success.

Display & video ads

Display ads are image-based advertisements that have a wide range of visibility. Unlike search ads, they are not limited to the search engine results page, and can appear anywhere across the Google Display Network currently covering over 2 million sites such as YouTube, Amazon, online news outlets, and apps.

For these, you have a range of creative choices about the size and shape of your ad, to fit the various banners and spaces that this network offers and can create a static image or animation to deliver. This is charged on a cost-per-click or cost-per-mille (thousand impressions) basis and is an effective way of reaching new audiences and targeting based on keywords, demographics, location, and interests.

Video ads are typically served through video content platforms like YouTube and Amazon and allow you to reach and connect with audiences using video-based content. Video ads have proven to have high engagement rates on both handheld mobile and desktop devices.

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We can also create in-depth reports on SEO performance to be delivered on a monthly or quarterly basis, helping you keep track of how your site is doing long-term and providing insights into strategy and campaign success.

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