When done correctly, PPC is a powerful signpost that generates sales from people already interested in the products or services you provide – but didn’t know you existed.
Increase sales and maximise ROI with targeted PPC campaigns.
Google Partner status means we’re a marketing agency that maintains a high level of campaign performance for our clients. We’ve passed exams in every campaign type we use, so you can be confident we know our stuff. See our accreditation here.
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The ‘bread and butter’ of paid advertising. Google Ads target specific search terms and show the perfect ad to potential customers who search for them. Get found by your key audience and have full control over your budget.
A key part of any e-commerce marketing strategy. Showcase your products at the top of the search results, alongside your competitive price, star ratings and key USPs. Take live stock data from your online shop for seamless ad delivery.
Want to go for maximum exposure? With a Performance Max campaign you can broadcast your message across the entire suite of Google placements – Search, Shopping, YouTube, Google Discovery, G-Mail, Maps and more.
Have a high-consideration product or service? Give your audience time to think about things without forgetting about you. PPC retargets people that have engaged with your website and reminds them why they should choose your business.
Bing is the search engine of choice for Windows PC users. Although search volumes are lower, there is less competition for ad space – making it a cost-effective platform to advertise your business.
Even with the perfect ad in place, if your website and key landing pages aren’t up to scratch you could waste precious click budget. We’ll optimise your existing landing pages for your audience to improve ad performance – and add new pages where needed.
You’ll never have to wonder what we’re doing because we tell you everything right from day one. We give our clients full access to our day-to-day project management system, so you’ll be able to see the full plan in action – including internal communications and real-time task progression.
Say goodbye to confusing monthly reports that don’t explain the information they contain. We give our clients a live dashboard to view whenever they like, tracking the progression of their goals every day. We also annotate it each month with clear information, explaining how every result benefits their business.
We don’t hide behind an unresponsive wall of ignored emails and unanswered queries. From the outset, we introduce you to each person from Cognique who is doing the work and share their contact details – so our clients can get in touch directly with any member of the team.
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If you have questions about PPC or our PPC services, check out our FAQs for some answers.
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PPC (or Pay Per Click) is a form of online advertising, usually on search engines and social media, that operates on a basis whereby you only pay each time a user clicks on the advert. This is appealing to many businesses because it allows them to set a monthly budget and only pay for visitors that come to the website, whereas more traditional forms of advertising charge a set amount of money with no guarantee of site visitors or ad views.
Read out blog on the topic here
With PPC there are two costs you need to consider:
1. Platform costs
This is what you pay the platform you are advertising on (eg. if using Google Ads, you will pay Google for each click that your ad gets).
Don’t worry though, these costs can be capped to whatever you like. When the campaigns are created we will set a budget that you’re comfortable with, so you know exactly what you’ll be spending each month.
There is a lot that can contribute to the fluctuation of PPC click costs (such as quality of the website, competition for ad space and which platform is being used) but as a general rule of thumb, an ecommerce site advertising their products on Google Ads could expect to pay around £1.50 per click. Companies in the financial services and legal sectors could expect closer to £5 per click.
2. Management costs
This is what you pay the agency or individual who creates and manages your ads. If you manage your ads yourself, there will be no cost for this, only your own personal time to manage them.
Our PPC management costs are straight forward, and are based on the monthly budget you set for platform costs. We charge 20% of your monthly platform costs, with a minimum fee of £600 excluding VAT. So if you set a monthly platform budget of £3,000 or less, our cost will be £600 (exc. VAT), for anything above £3,000 our cost will be 20% of that budget (exc. VAT).
No matter what industry you are in, and whether B2C or B2B, there’s a form of PPC to suit your business. Ecommerce websites can see great returns from Google Shopping ads. Even companies with niche offerings in new and developing industries, with very few searches on search engines, can benefit from paid media by utilising display campaigns that target people based on their hobbies, interests or profession.
Absolutely. With the ability to set your own budget and scale to demand, PPC can bring in customers at a cost and rate that suits you. We have recently been helping a heating services company that has to turn away business because their PPC campaigns are doing so well.
Let’s start with how they are similar. They are both designed to get your business seen, especially on search engines. The difference is that PPC is much more targeted and typically has a quicker turnaround time but does have the click cost associated with it. However, when done together, they can form a powerful partnership which we’ve explained in more detail in our blog: PPC and SEO: The perfect partnership
Once a PPC campaign has been built and set live, you can start start getting impressions, clicks and conversions within as little as 48 hours. There are some industry-specific caveats that apply, for example in the financial services or health care industry, some ad platforms require extra levels of security and approval to make sure that the ads are not misleading or inaccurate.
Yes of course, but make sure you dedicate the time that’s needed to constantly manage, review, analyse and tweak your campaigns. If left unattended, your budget can be spent very quickly in the wrong places and on the wrong people. We have year’s of experience within our in-house team and know how to get the best out of your budget and how to get the perfect ad seen by the right people at the right time.
As with any other form of marketing, PPC is best when there is a clear goal in mind. This could be sales, enquiries or an increase in awareness of your brand. When starting to work with you on a campaign, we take the time to understand your business goals and set clear targets and KPIs. The one key metric we often measure is ROAS (return on ad spend) or ROI (return on investment), which is a clear indicator of what you will get in return for your spend.
All of our marketing clients have access to their very own online dashboard which reports on all of your KPIs and goals, so you can see how your campaigns are performing 24/7.
Google Ads allows you to target very specific locations, for example you might want to advertise to people that live or operate within a 20 mile radius of your business. You can also exclude areas, for example if you do not offer delivery to certain locations. Perhaps you want to promote a special offer to potential customers that live near a competitor’s business. All of these are easily achievable.
Picking keywords is a vital part of PPC. It’s often best to start with the simple, core offerings of your business and then work your way out to more “long-tail” or targeted offerings. This is a constant rolling process that we monitor, adjust and optimise for. It’s also important to consider “negative keywords”, these are the phrases that may seem relevant to some users but could be services that you do not offer and therefore do not want to pay to advertise on.
In just 30 minutes you’ll be able to tell whether we’re the agency for you.
