logoPPC advertising
The search for products and services starts online
Pay-Per-Click advertising (PPC) is a great way to help your business appear prominently in relevant search results, on major search engines such as Google and Bing.co.uk.
Having a great website without driving visitors is like owning a sports car with no petrol. Every day your website goes without visits is another day you’re not making the most of your investment.
With it becoming harder and harder to stand out in search engine results organically, it’s important to consider the paid-for alternatives, if you want to drive traffic and revenue to your business.
Did you know… Yell currently manages over 7,500 Google Ads campaigns for UK businesses1
A safe pair of hands
As a Google Premier Partner, and a Microsoft Advertising Elite Channel Partner, we know PPC inside out. We are certified, have extensive experience managing campaigns, and have earned a reputation for delivering results for SMEs across the UK.
Introducing Smart Performance
PPC helps drive qualified traffic to your website, as well as direct calls and visits. Our most successful customers combine PPC with a professionally designed, secure, and mobile-optimised website, increasing the chances of clicks converting to sales.
PPC works best when combined with Display and Social Advertising, as the returns are proven to be far greater than PPC advertising alone. This is why we now only sell PPC advertising as part of our innovative Smart Performance solution. Smart Performance is a fully managed multi-channel advertising solution that helps drive potential customers to your website using social media, search and display advertising, working together to maximise the return on your investment.
Combining PPC with Display and Social advertising helps ensure that those visitors who don’t immediately convert continue to receive messages promoting your business, driving them back to your website and maximising your PPC investment.
What you get with Smart Performance
| Feature | Smart Performance | ||
|---|---|---|---|
| Monthly Cost (ex.VAT) | From £300* | ||
| Channels | Search | Google Search |  |
| Microsoft Advertising | |
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| Social | |
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| Display | Google Display Network | |
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| Facebook Audience Network | |
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| Budget | Shared across all of your chosen channels | |
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| Daily bid and budget optimisation | |
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| Creatives | Instant ad creation across all channels | |
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| Ad consistency across all channels | |
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| Unlimited ad amendments and refreshes | |
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| Targeting | Highly relevant and focused keywords on Search | |
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| Target by age, gender, location and interests on Social | |
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| Target by interests and audiences on Display | |
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| Yell.com retargeting | |
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| Previous website visitor retargeting | |
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| Conversion Tracking | Call Tracking | |
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| Call Recording | |
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| On-Site Conversion Tracking – including contact form submissions, email hyperlink clicks and brochure downloads | |
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| Ad Extensions (Search) | Call Extensions | |
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| Location Extensions | |
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| Sitelinks | |
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| Reporting | Unified reporting across all chosen channels | |
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| Access to an online dashboard with stats updated daily | |
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| Monthly summary reports by email | |
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* Monthly charges displayed are inclusive of campaign management fees
Learn more about how PPC advertising works
PPC advertising platforms like Google Ads (previously called Google AdWords) allow you to bid against competitors for a place in the coveted “sponsored ads” areas in search engine results. This helps you to get in front of thousands of potential customers instantly, and take them straight to your website to buy your products and services.
Your ad will appear in search results based not just on your bid, but a number of other factors including the quality and relevance of the web page it’s linking to. This means that if your page is of a good quality and the search engine thinks it’s the best result, you could still appear above a competitor even if they bid more than you. You only pay when someone clicks on the ad to come to your website, hence “pay per click”.
Factors to consider when running a PPC campaign include:
- Which keywords you’d like your ad to appear for – these can range from your brand name, to different products you sell or services you provide. More popular search terms are likely to cost more
- How much you’re willing to spend for each customer to click through to your site – this is called the cost-per-click (CPC) and you set ‘bids’ to show the maximum amount you want to spend
- What your ad or campaign will say – many search engines will analyse the quality of your advert text and use this to prioritise how often it’s shown
There are many great benefits to using Pay-Per-Click advertising to drive more traffic to your site, including:
- Visibility – your ad is likely to feature in some of the more ‘visible’ areas of search engine results pages, so potential customers are more likely to click through to visit your website
- Immediate results: from the moment you set your ads live, you could start seeing results; unlike organic listings which can take months to appear
- Easy to change: adjusts to your budget, however large or small
- Cost-effective: you only pay when someone visits your website
- Targeted: to specific locations, demographics and times of the day
- Measurable: results are completely trackable so you can easily streamline and improve your advertising
Pay-Per-Click advertising includes a lot of jargon and many terms you may not recognise – here are some of the important ones you may come across:
- Ad Copy – the text within your ad
- Ad Extensions – additional pieces of information you can include in your PPC ads, such as a phone number, or additional links to different pages on your website
- Ad Group – a grouping of keywords which all fit into similar topics or target similar types of audience
- Automated (Auto) Bidding – a feature that automatically adjusts bids to deliver a goal that you set. This may be a cost per acquisition or cost per view amongst other things.
- Bid – the amount of money you’re willing to spend on each of your ads. Also known as a keyword bid.
- Bid Modifiers – adjust a bid based on device, location or time
- Call Tracking – tracking the number of people that call your business as a result of having seen your ad
- Click-Through Rate – a percentage measure of how many users that have seen your ad, ultimately choose to click on it
- Conversion – the action you want your customer or visitor to make once they’ve come through to your site. Examples include purchasing a product, booking an appointment or leaving their contact details
- Conversion Rate – a percentage measure of how many users completed a conversion action (e.g. a call) after clicking through to your website
- Conversion Tracking – a tool to help you see what actions a visitor takes on your site after interacting with your ad
- Cost Per Conversion– the average amount you as an advertiser have paid for each conversion generated by an ad
- Cost Per Click – the amount you as an advertiser will pay for each click on your ad
- Display Network – known in Google as Google Display Ads, these are paid ads which use images or video in the creative rather than the simple text ads usually seen on search results pages
- Geotargeting – a feature or tool that allows you to target your ads so they’re only seen by people within a certain location
- Impressions – a count of each time your ad is shown on a search result page
- Keyword – the specific phrase or search term you would like your ad to show for
- Landing Page – the specific page you’d like your ad to take your visitors to
- Match Type – rather than working out every word your customers might search for, match types allow your keywords to show for closely related similar searches
- Quality Score – the rating used by search engines to determine the credibility, relevance and strength of your ad, which is used when prioritising which ads are shown
- Remarketing List (RLSA) – a function that allows you to re-target people who have already visited your site. You can shape your ads and bids to appeal to them in a different way