What Does A PPC Ads Specialist Actually Do?

PPC specialist's hands working on a mouse and keyboard

What Does A PPC Ads Specialist Actually Do?

What Does A PPC Ads Specialist Actually Do? 

If you’ve been researching digital marketing options for your business, you’re probably seeing a lot of talk about PPC. PPC stands for pay per click, and PPC ads can be very effective at driving traffic to your website, helping you gather leads, and promoting your products. But you might be wondering what professional pay per click ads services entail. So, let’s look at what Carden Digital’s PPC specialists do for our clients.

PPC Ads Explained

PPC stands for pay per click. While PPC can refer to any ad which is charged on a ‘per click’ basis, it generally refers to sponsored search ads which appear at the top of search engines like Google and Bing. They are triggered when a user searches for a keyword related to the advertiser. While basic PPC ads can be set up in a matter of minutes, businesses are unlikely to have much success with them if they do not have a thorough understanding of the platform they are using and a strategy for getting consistent ROI (return on investment).

Understanding Your Business

Like all our digital marketing services, it starts with a conversation. Our account managers sit down with the new client and learn as much about their business as they can. This includes details like: 

  • The products/services they are looking to promote
  • Their profit margins on an average sale 
  • Their main competitors 
  • Their available marketing budget 
  • Their other marketing efforts 
  • Their goals and expectations 

Keyword Research

The first step in building an effective PPC ads campaign for a business is to build a list of keywords to target. These might be single words or short phrases like “car rental” as well as longer, more specific phrases like “how much is it to rent a BMW for a week?”. In PPC research, different types of keywords need to be considered. We consider non-branded phrases that describe your goods or services in addition to branded terms (such your brand name and product names). 

One of the aims of keyword research is to find a mixture of keywords that will allow you to capture the largest possible relevant audience without draining your budget. A crucial factor in achieving this is negative keywords. Negative keywords are words that will stop your ads being triggered if a user includes them in their search. For example, we often add words like “training”, “jobs”, “apprenticeships” and “vacancies” as negative keywords to prevent ad spend being wasted on users looking to apply for jobs instead of making a purchase. 

Building Your Campaigns And Ad Groups

How we segment your campaign can make a big difference to its performance. For example, if our initial keyword research generates a list of fifty keywords, simply dumping all of them into a single campaign is unlikely to lead to very good results. Instead, we will segment the keyword into different campaigns and ad groups focused on different customers. 

Depending on the business, we might segment the campaigns to target different locations, and then segment the ad groups to focus on the different products that you sell. This means that when it comes time to write the ads, they can be more specific and targeted to a particular audience. 

Landing Pages

With every new ad account, a big decision needs to be made about whether to send the ad traffic directly to the client’s main website, or whether to build separate landing pages which act more like single page brochures to advertise the benefits of choosing the client’s business. The decision of whether to build landing pages is based on several factors, including the stage of the customer journey the ads are targeting, the quality of the existing website and whether the website already has success converting organic search traffic. 

If new landing pages are needed, our PPC specialists work in tandem with our Brighton-based web developers and content writers to craft a compelling, single-page website to drive conversions and leads. 

Writing the Ads

To effectively stand out, we ensure your ads have catchy headlines and descriptions that appeal to your ideal clients, while also being relevant to the keyword that triggered it. The ‘quality score’ of your advertisement is raised by having well-written, properly structured and pertinent ad text, and thus lowers how much you will pay for each click on your ad. Our PPC specialists will work with our content writers to ensure that your ad text is well-written, accurate and encourages potential customers to click. 

Monitoring Search Results

Multiple times a week, our PPC experts check the search terms which have triggered our clients’ ads to appear. From this list of searches terms, they can find new potential keywords and negatives, as well as gather more data about the types of searches your target audience is making. 

Adjusting The Campaign

Over time, it will become clear which keywords, ads and landing pages are performing well, and which could use improvement. Our PPC specialists will review the performance of an account regularly. Any elements which are performing below the account average will be addressed. This can include making changes to ad headlines and descriptions, pausing keywords and adjusting landing page content. 

The bidding for each keyword may also need to be adjusted. If a new competitor has launched an ad campaign in the local area and is outbidding you, we may need to increase the bids for those keywords. We will always have a discussion with you before increasing your overall budget though. 

Preparing Monthly Reports

Whether it’s PPC ads, social media marketing, or search engine optimisation, data is at the core of everything we do. One of the best things about digital marketing campaigns is that every click and every penny spent can be tracked. For each of our customers, our team uses this data to supply useful and simple-to-understand monthly digital marketing reports
As a PPC customer, your report will include: 

  • Total ad spend 
  • How many users saw your ads (ad impressions) 
  • How many users clicked on your ads (clicks)
  • Average cost per click (CPC) 
  • What percentage of people who clicked on the ad converted to a sale/lead (conversion rate) 
  • A list of the actions we have taken since the last report to improve the ads campaign 
  • Our plan of action for the following month 

By now you should have a clearer picture of what our PPC ads consultants do for our clients. If you have an ad campaign which isn’t performing as well as you’d like or are thinking about starting online advertising and digital marketing for the first time, speak to our team today.

Dave King

Dave King

Dave King is the Co-Founder and Director of Carden Digital and the wider Carden IT Group. Dave’s background is in IT services, but he has experience across the online space. His love of all things digital lead him to create a digital marketing branch of the business, with a focus on paid advertising, SEO, web development, social media, graphic design and content writing.