what is pay-per-click advertising and how does it work?

pay-per-click (ppc) advertising has become one of the most common forms of digital marketing. companies that run a ppc ad campaign pay a fee to the publisher every time their ad gets clicked by a user.

the main purpose of ppc ad campaigns is to drive traffic, sales, inquiries and, at the end of the day, revenue. a well-planned ppc campaign through google ads can boost brand awareness by up to 80%.

ppc marketing works by strategically placing ad content on a search engine, social media (including facebook, twitter and instagram) or other platforms in front of the users that are most likely to be interested in the product or service. all of this is based on their internet search history, so the likelihood a well-placed ad will pique their interest is much greater.

the main types of ppc ads are:

paid text ads.

display ads.

retargeting.

shopping campaigns.

syndication.

social media ads.

each one is slightly different and carries its own benefits, but our experts at brafton know how to differentiate them and can make recommendations based on our data and expertise. at the end of the day, we can help you decide which one is right for you.

success stories

how we helped agile education marketing boost its mql close rate by 108%

we helped agile increase organic traffic and, more importantly, double mql close rate.

how brafton is helping genworth australia boost social media engagement

brafton helped genworth, the leading australian lenders mortgage insurance (lmi) provider, more than triple linkedin...

a ppc marketing agency that enhances digital marketing efforts

a ppc marketing agency that enhances digital marketing efforts

determining whether to devise your campaigns in-house or to outsource them to a ppc expert depends largely on your own needs, capabilities and budget constraints. unless you have a team already well-attuned to the ins and outs of ppc advertising, it probably makes the most sense to partner with a ppc company that has the expertise to create rockstar ad campaigns for your products.

your wins = our wins

why brafton?

top-level ppc expertise

our consultants are experts in all things ppc. we understand that it takes an average of seven clicks before you get a new sales lead. that means you need to put together the right ppc strategy to ensure every engagement is driving results. brafton will work with you to design campaigns that combine data-driven strategies, seo wizardry and creative content to give you real results.

cost effectiveness

cost effectiveness

without the right marketing strategy in place or the right team making sure everything is running smoothly, you can easily go over budget on your ad spend. brafton brings a high level of experience, precision and ppc management services to ensure your paid search marketing campaigns are well-optimized and getting the most value for your dollar, driving down your average cost-per-click while boosting traffic to your site.

data insights to tailor your ads

data insights to tailor your ads

no two organizations are exactly the same, so generic strategies just won’t work. we use a range of metrics to get a complete understanding of your industry and target audience to build a campaign that packs the most punch and perfectly fits your needs. key metrics we use to measure the strength of your campaign include:

  • click-through rate.
  • cost per conversion.
  • conversion rate.
  • impressions.
  • return on investment.

brafton’s 4-step process

when you partner with brafton, your dedicated account manager will take you through our proven, four-step process to design the campaign that makes the most sense for your needs.

step 1: industry research:

we conduct a thorough analysis of impactful keywords, relevant targeting and competitor behavior to understand how to organize your campaign for the best results.

step 2: account setup:

we help set up a relevant ad network account and begin the process of developing a landing page.

step 3: implementation:

it’s time to bring your campaign to life. our team writes eye-grabbing ad copy and conducts testing to ensure your ads have the maximum impact.

step 4: campaign management:

over time, we’ll regularly monitor your campaign and provide expert performance insights to determine your reach. we’ll work with you to test and optimize your marketing strategy as needed.

which brafton pay-per-click management services are right for my marketing needs?

as a full-service digital marketing agency, brafton offers a range of ppc management services that can fit into your marketing strategy.

paid text ads

paid text ads

each brafton ppc specialist works with every client to craft the perfect headlines and descriptive text and match them with the right ad extensions to help push your content to as many eyes as possible.

paid text ads are among the most common forms of ppc advertising, and for good reason. since they don’t use images or other graphic designs, they’re easier to put together and launch. they’re also more easily convertible across desktop and mobile platforms, ensuring maximum coverage.

if you’re looking for a quick, seamless ad campaign, paid text ads are the way to go.

display ads

display ads

display ads combine arresting imagery with optimized text to give you a truly dynamic advertising experience. brafton can design banners, sidebar ads, half- and full-page advertisements and many other formats.

brafton’s ppc management team works with you to design ads for google’s amp platform. this helps drive viewability and increase click-through rates, both of which ensure you’re getting the most from your ads.

because display ads rely more on images and visual cues, they tend to be better for driving brand awareness. if you’re looking to boost brand recognition and loyalty, display ads are the right fit for you.

retargeting

retargeting

retargeting takes you to the next level of marketing. most ad campaigns don’t turn clicks into conversions on the first go, so it’s important to invest in a retargeting campaign to ensure your ads are actually generating sales leads. and that turns your ad spend into real revenue.

our team of consultants at brafton uses cookies and third-party user data to target consumers who are more likely to be interested in your products or services based on their search history. not only does this help you target users who have already visited your site, but it also goes after the ones who might become qualified leads.

shopping campaigns

shopping campaigns

sometimes it’s better to let your product speak for you. it can help you better reach consumers in a market that encourages quick, seamless online interactions.

brafton’s shopping campaigns use product images, star ratings and other ad extensions to add a little sparkle to your product designs and encourage users to take a closer look. they directly target the users searching for the product you sell, encouraging them to engage with your organization over the rest.

for e-commerce companies that don’t have time to wait for a potential customer to happen upon their site, shopping campaigns might be the best fit.

syndication

syndication

use syndication networks to push your content to third-party sites, ensuring your content reaches far beyond your usual audience and is put in front of millions of people who are ready to buy.

the beauty of syndication is that you can co-opt the traffic generated to other sites and use it to gather interest for your own. that way, you expose your content to significantly more views than would otherwise be possible, helping to increase lead generation and conversion rate.

our consultant’s work with taboola, outbrain and similar networks to spread your content to the widest possible market.

social media ads

social media ads

so much happens on social media today, and your customers are spending greater chunks of their time scrolling through facebook, twitter and instagram feeds. some companies have kept up with the trend, and now a number of people make purchasing decisions based on ads they see on social media.

our ppc strategists can work with you to craft engaging and compelling ads to blast across all social media platforms, helping you build meaningful and lasting connections with users and customers.

ppc supports your overall digital marketing goals

ppc supports your overall digital marketing goals

the good news when it comes to ppc marketing is that it doesn’t take long to elbow yourself out of the crowd of your competitors if you’ve fallen a bit behind in the marketing game. the beauty of ppc ads is that you can use them to target consumers who have never heard of your brand, a key driver of organic site traffic.

a good ppc campaign supports and augments the rest of your digital marketing efforts. use optimized paid ads to drive traffic to the web content you’ve worked so hard to produce.

one of the greatest benefits of a good ppc campaign is that it delivers pinpoint accuracy. deep market and industry research guide your marketing materials to exactly the people who are likely to use your products or services.

you can use advanced data analytics to measure and track the performance of your ppc ads. this helps you determine if your campaigns are actually delivering and whether the results they’re driving fit into your broader business goals. you can also use analytical metrics to inform where to make changes and tweaks to your campaigns where needed.

ready to get started?

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