PPC Services

PPC stands for “Pay-Per-Click”. This means that you only pay each time someone clicks on your advert. This could be a click which takes them through to your Website or App; it could be a click on your Phone Number; or it could even open up an off-site Lead Capture Form.

There are, in fact, many different types of paid ads, including Google Ads, Google Local Service Ads (which are “Pay-Per-Lead” rather than “Pay-Per-Click”), Microsoft Ads, YouTube Ads, Facebook Ads, Insta (Instagram) Ads, LinkedIn Ads, TikTok Ads, and more!

And, within Google Ads, there are different types of PPC ad campaigns, including Search Ads, Display Ads, Shopping Ads, Video Ads…

The aims of PPC campaigns include creating greater brand visibility and company awareness online; and driving high-quality paid traffic to your website, a website landing page, or an app.

You bid against other advertisers for certain keywords, such as “boiler installation”. You can target locations, demographics, device types, time of day, and so on.

As Google says, it’s about targeting the “right people, in the right place, and at the right time”.

This is a company (or sometimes a freelancer) that offers professional Paid Ads management services. They will determine a PPC strategy for their clients, then set up, optimise, manage, analyse, and report on your PPC campaign/s. It is their job to optimise your ROI (return on investment).

WDSEO is a Google Partner Agency. To achieve this important accreditation, an organisation must meet certain criteria, including:

• Having team members trained and certified in Google Ads Management – at the very least in Search Ads
• Achieving a minimum % of optimisation across all of the campaigns they are managing
• Managing a minimum average ad spend over a 90 day period

These criteria must be met ongoing or the Agency status will be removed.

It is difficult to give a single, definitive answer to this question, as so many factors affect the pricing.

These factors include: the type of ads; the number of campaigns, ad groups, and ads; the ad spend; and the need for graphic design services for ad images/videos.

PPC Companies sometimes charge by the hour; have a fixed monthly fee; might charge a % of ad spend - or it could be a combination; while others may operate a results-based model, charging based on leads or sales generated. The latter can be tricky, as it’s not always straightforward to attribute sales & leads directly back to the ads.

At WDSEO, we provide a range of PPC Management Services:

1. Google Ads – including search ads, display ads, shopping ads, video ads, and more.
2. Google Local Service Ads – ideal for lead generation for local businesses, including tradespeople, estate agents, legal firms, removals companies, etc.

3. Microsoft Ads – similar to Google Ads, with a smaller available target audience. Like Google Ads, there are search, display, shopping, video, and other campaign types. MS ads can work well for Business-to-Business (as there is an integration with LinkedIn).
4. Paid Social Media, including Facebook Ads, Insta Ads and LinkedIn Ads.

Yes, we can. However, one of the key factors that influences the performance of ads can be Landing Page Quality. So, we would need to assess this, and if necessary, we would recommend improvements to an existing landing page, or perhaps the creation of a new one in order to produce better results.

Again, there isn’t a “one-size-fits-all” answer to this question. Although results will be faster than SEO (Search Engine Optimisation), it is important to appreciate that the speed of results will very much depend on a range of factors. In addition, many campaigns go into “Learning Mode” initially, and also whenever material changes are made.

Factors affecting the delivery of results include:

• How well the campaigns have been set up
• Material changes being made to the campaign
• Budget and bidding strategies
• Quality of website landing pages
• How competitive the industry/product/service is

It is very important to try to be patient and allow sufficient time. For example, for Google Ads, there is an initial Learning phase, followed by a “Building Momentum” phase (around the first 3 months); and then we move into “Optimisation and Growth” from around 3 months onwards.

Ideally, both SEO (Search Engine Optimisation) and Google Ads in combination, is the optimal solution, and can get you more entries in the Google Search Results than just SEO or just Google Ads.

Below are just a few pros and cons of each to give you an idea.

Advantages of SEO

• Building your overall digital presence for the future
• Generation of increased “free” organic traffic to your website
• People often associate high organic rankings as an indication of the quality and credibility of a company/website
• Effective on-site SEO can give users an improved user experience
• It can be more cost-effective than running paid ads

Disadvantages of SEO

• It can take longer than PPC to start to achieve results
• It is something that needs to be done continuously to keep achieving benefits – it can’t be switched on and off without repercussions
• It is not straightforward and is time-consuming to do it properly, with skills required including technical, copywriting, & link building, for example

Advantages of Google Ads

• This can deliver faster results than SEO, giving you visibility in Google’s search results immediately
• They can be switched on and off, and used for specific campaigns, such as new product or service launches, special offers, promotions, etc.
• They can be used when a new website is being launched – while SEO activities are taking place and may take some time to generate results
• It is easier to target specific locations and demographics with Google Ads
• In Google's own words, Google Ads allow you to "show your ads to the right people, in the right place, and at the right time"

Disadvantages of Google Ads

• They can be expensive – both in terms of management fees and ad spend. With Google Ads, you pay every time somebody clicks on one of your ads.
• In sectors where there is a lot of competition, the cost per click and conversion can be particularly high
• Unlike SEO, which generates long-term benefits, when you switch off your Google Ads, the entries in the Search Results are instantly removed
• It is possible for bots or even competitors to click on your ads and spend your budget