PPC Search Ads

PPC search ads are text-based ads that display on a search engine results page (SERP). All the major search engines such as Google, Bing, Yahoo and DuckDuckGo have text-based ads that you can purchase to advertise your business.

Google is the most popular search engine, with over 3.5 billion search queries a day. To win in search, you need to stand out in a sea of text, links, images and videos all vying for your customers' attention.

Although they appear simple on the surface, there are a lot of distinct elements that go into a successful PPC search ad.

• The specific pain point it addresses.
• The emotional mindset of the searcher.
• Aspirations of the searcher and what they want to achieve.
• How you format text to be visually appealing.
• Are features such as snippets, call-outs and sitelinks being used?
• Do all variants work with dynamic keyword insertion?
• How is your ad visually affected by search position and ad-rank?
• Does the ad stand out as the best answer?
• Do you have multiple ad variants testing against each other?
• Does the messaging match the landing page content?
• Do they work with your display ads and remarketing campaigns?

You can use relevant and engaging search ads at every stage of the buyer's journey to target different objections, wants and needs with precision and scale.

An effective paid search strategy addresses these different segments of the user journey. The best search ads help to pre-qualify a user before they even click, saving you money on wasted ad-spend and improving conversion rates too.

Creating search ads at scale is time consuming, but delivers the best results. We have tools and systems in place that enable us to use Google Ads latest features.

• Responsive search ads (RSA's).
• Dynamic keyword insertion (DKI's).
• Dynamic search ads (DSA's).

PPC search ads rely on more than just good copywriting to be effective. Ad extensions are a crucial part of any successful paid search campaign.

By using every available ad extension to its greatest potential increases the "real estate" on the search results page, ensuring you get maximum visibility and coverage.

Utilising ad extensions to their fullest increases your ad-rank, which directly links to your Google Ads quality score. Improving your ad-rank reduces your cost per click (CPC) and lowers the cost of acquiring new customers from your paid search campaigns.

• Click Through Rate.
• Quality Score.
• Maximum Bid.

The quality score is a core deciding factor in how much you pay per click. It pays to spend the time and effort on your text ads to make them stand out.

Ad-extensions are extra features that show with your text ads, based on the search type, your ad-rank, targeting and your goals. Ad extensions can be granular in their use and tested with different strategies for maximum results.

Knowing, when to use the right ad-extensions for the right campaign is critical. Ad extensions can improve your click-through rate (CTR), pre-qualify the user and showcase your offer in creative ways.

Location Extensions: Great for driving footfall to a physical location, featuring you on the maps and local results.

Call Extensions - Feature your phone number and encourage users to call your business directly from the ad.

Call Out Extensions: Small text fields that highlight multiple features and benefits of your service or offer.

Price Extensions: Great for showing a range of prices for the service advertised, with supporting text.

Sitelinks: Provide links to extra pages that a searcher may want to visit instead, such as reviews or portfolios.

Structured Snippets: Provide more detail on a service offering such as sub-categories, brands and locations.

Lead-Gen Forms: These provide a way of a user filling out a form on the search page, without having to click to a landing page first.

App-Extensions: Used to promote the download of an app from the search results.

Seller Rating Extensions: Show how great your service is by featuring a star review next to your ad.

Promotion Extensions: Highlights features of a time-sensitive offer you are running, such as a sale.

There's an old saying, "nobody reads ads, they read what interests them, sometimes it's an ad".

It's easy to fall into the trap of creating ads based on features and competitive pricing, but by doing this, you risk fading into obscurity and getting mediocre results.

Our experienced copywriters create every piece of text for your ads, based on audience research, psychology and experience.

The best ads aren't always the ones that speak your language, but speak your customer's language. We create 100's of variants to test against each other and let the best ones win, then we do it again, based on those results.