Our approach to PPC
Paid search advertising has developed in complexity from simply selecting your keywords, optimising your bid strategy and writing ad copy. Automation, detailed targeting options, and ever-developing technology mean that success requires a vast understanding of business data, strategy and integration.
It’s essential to remain at the forefront of technical developments and continue to develop your ad strategy and optimise your ads, to stay ahead of competitors and increase your market share. At GrowRoom we’ve got a track record of helping our clients do just that.
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Research & Analysis – We analyse the market, your industry and your target audience. We conduct keyword research to find the search opportunity around your products and/or services, and analyse who are we up against, and how are they utilising their ads.
Strategy – We use the keyword research and market analysis report to develop ad structures and copy. What’s the best way to categorise our ads, how many campaigns should we run, what’s our goal and what metrics are we tracking?
Implementation – We’ll launch your ads, A/B split testing where possible. We will analyse the performance, make adjustment where necessary, focus on what’s working and drop what isn’t. You’ll receive monthly reports detailing important traffic and conversion data.
Our PPC services
For new clients, we suggest completing an account audit, keyword research report and ad strategy deck. This helps us benchmark your current performance levels, understand the opportunity available to us and develop a comprehensive strategy to target it.
Google ads have a diverse variation of ad types we can utilise to ensure we employ the most successful ad strategy, including:
Text ads are typically served on the Google search engine results page (SERP) alongside the organic search results. This category includes both responsive search ads (RSA) and dynamic search ads (DSA) as well as call only ads.
Visual ads are served by Google display ad campaigns, and are offered on third party websites, called placements.
Google shopping ads are served in the shopping tab, as well as at the top of the SERP. Shopping ads utilise product feeds managed through Google Merchant Centre. As well as shopping ads campaign types, these ads can also be served through Performance Max campaign types.
Video ads are served by several ad campaign types including Google video ads, display ads and performance max ads. Video placements can be deployed on YouTube, as well as across websites and apps running Google video partners.
App promotion ads drive app downloads and engagement. Use these ads to send users to download your app from the app store using app promotion ad campaign types.
Typically PPC refers to Google ads, but we also help our clients run digital advertising campaigns across Google ads, LinkedIn ads and Meta ads. Running ads on social media platforms such as LinkedIn or Facebook is more often referred to as ‘paid social’.
Paid social can be an important part of our advertising strategy, driving user awareness at the top of funnel (TOF) level. This helps to improve our brand awareness, brand engagement, and inevitably helps our overall digital marketing strategy. TOF activity helps increase user engagement at middle of funnel (MOF) and bottom of funnel (BOF) activity.