Paid Search (PPC)

PPC stands out as an essential strategy for brand or product discovery. It allows brands to drive share versus other advertisers (share of searches / share of traffic / share of sales). It has a flexible buying model and measurable results, meaning we can optimise to a variety of different KPIs making it efficient, adaptive and dynamic. PPC works well to drive sales as well as to support larger brand activity by leveraging the incremental interest that drives potential customers into the marketplace.

What is Paid Search / PPC Advertising?

Paid Search, often referred to as Pay-Per-Click (PPC) advertising, involves running ads on search engines and paying only when users click on them. This model allows us to bid for ad placement in a search engine’s sponsored links when someone searches for a keyword related to their product or service. It is possible to track how searches are driving sales, traffic, time on-site and other website metrics so that spend can be optimised to those measures. Google Ads is the most common platform used for PPC, but other platforms like Bing Ads and social media channels offer paid search features, and younger audiences have a higher tendency to use social platforms for their online searches.

The global PPC market is projected to reach over $350 billion in 2025^[1], and in the UK, search advertising accounts for approximately 47% of total digital ad spend^[2].

Google processes over 3.5 billion searches per day^[3], making PPC a critical component of any marketing strategy aimed at capturing a vast and varied online audience.

Some Components of PPC advertising

• Written copy
• Images in copy
• Shoppable pages
• Location targeting
• Demographic targeting
• Audience behaviour
• App marketplace search

Benefits of PPC Advertising

• Immediate Visibility: PPC provides instant access to the top positions on search engines, ensuring your brand is visible to potential customers precisely when they’re searching for your products and services.
• Targeted Advertising: PPC allows for precise targeting, using keywords, location, demographics, and device preferences to reach the most relevant audience.
• Budget Control: We can set specific budgets and bids, ensuring they only spend as much as they’re comfortable with while maximising ROI.
• Measurable Results: PPC campaigns offer detailed analytics and reporting tools to track performance, analyse metrics, and adjust strategies in real-time.
• Brand Exposure: While primarily a tool for performance and boosting conversions, PPC advertising also enhances brand awareness and credibility within the competitive landscape.