We are an SEM agency in Málaga that specialises in getting the most out of your Paid Media and PPC campaigns, accelerating the growth of your online business and sales revenue using Google Ads, PPC, and paid social channels such as advertising on Facebook, Instagram, LinkedIn, and… Of course, we are a Google Partner agency!
What is PPC (definition, meaning) and how do we work with it?
What is PPC (definition, meaning) and how do we work with it?
What is PPC
Wanna Sherpa is an SEM agency in Málaga that is interested in the most important asset, and this asset is, of course, our clients. Therefore, we will concisely explain all the functionalities that must be taken into account when making a PPC campaign to optimize our SEM strategy.
Each time our ad is clicked, sending a visitor to our website, we must pay the search engine a small fee. When PPC works correctly, the rate is trivial, because the visit is worth more than what you pay for it.
It takes a lot to create a winning PPC campaign: from the search and selection of the right keywords, the organization of those keywords in well-organized campaigns and ad groups, to the configuration of PPC landing pages that are optimized for conversions. Search engines reward advertisers who can create relevant pay-per-click campaigns targeted intelligently, charging them less for clicks on their ads. If your ads and landing pages are useful and satisfying for users, Google charges less for each click, which generates higher profits for your business.
If you want to understand how we work on our clients’ PPC campaigns, we are ready to explain it to you if you choose to continue reading.
What is Google Ads?
Google Ads (formerly known as Google AdWords) is the most popular PPC advertising system in the world. The ad platform allows companies to create ads that appear in the Google search engine and other Google organizations.
Google Ads operates in a pay-per-click model, in which users bid on keywords and pay for each click on their ads. Each time a search starts, Google searches the advertising group and chooses a set of winners to appear in the valuable advertising space on its search results page. The “winners” are chosen based on a combination of factors, including the quality and relevance of their keywords and advertising campaigns, as well as the size of their keyword bids.
More specifically, the person who appears on the page is based on the advertiser’s ad ranking, a metric calculated by multiplying two key factors: the CPC bid (the highest amount an advertiser is willing to spend) and the quality level (a value that considers the click rate, relevance, and landing page quality). This system allows winning advertisers to reach potential customers at a cost that fits their budget. It is essentially a kind of auction.
Wanna Sherpa, as an SEM agency in Málaga, has enough experience and knowledge to make your business appear first on Google while paying less.
How Google Ads (AdWords) works
PPC marketing through Google Ads is particularly valuable because, as the most popular search engine, Google gets a lot of traffic, and therefore offers the most views and clicks on your ads. The frequency with which your PPC ads appear depends on the keywords and the match types you select. While a number of factors determine the success of your PPC advertising campaign, you can achieve a lot if you focus on:
We create lists of relevant PPC keywords, tight keyword groups, and appropriate ad text.
Landing Page Quality
Web design is a very important factor when it comes to the correct optimization of an SEM campaign in Google Ads. We design optimized landing pages with persuasive, relevant content and a clear call to action, adapted to specific search queries.
It quality level is Google’s rating of the quality and relevance of your keywords, landing pages, and PPC campaigns. Advertisers with better quality levels get more ad clicks at lower costs. Therefore, it is one of the most important factors in SEM positioning.
Making an attractive copy is as vital as in any other form of advertisement. We make all our copies manually with premium tools that help us improve the quality of your ads.
PPC keyword research
PPC keyword research can be time consuming, but it is also very important. Your entire PPC campaign is based on keywords. The most successful Google Ads campaigns are those that continually increase and refine your PPC keyword list, discovering long tail keywords and continuously optimizing the campaign with a list of negative keywords.
An effective PPC keyword list should be:
Of course, you don’t want to pay for web traffic that has nothing to do with your business. You want to find specific keywords that lead to a higher PPC click rate, an effective cost per click and an increase in earnings. That means that the keywords you bid on must be closely related to what you offer.
Keyword searches should not only be based on the most popular and frequently searched terms in your niche, but also the long tail terms. Long tail keywords are more specific and less common, but add up to most search-based traffic. Furthermore, they are less competitive, and therefore less expensive.
Managing your PPC campaigns
Once we have created your campaigns, we manage them regularly to ensure they are increasingly effective. We continuously analysing the performance of your account and make the following adjustments to optimize your campaigns:
We add PPC keywords
We extend the reach of your PPC campaigns by adding keywords that are relevant to your business.
We add negative keywords
We add non-convertible terms as negative keywords to improve the relevance of the campaign and reduce wasted spending for terms that do not interest us or are harmful to our brand.
Split Ad Groups
We improve click-through rate (CTR) and quality level by dividing ad groups into smaller and more relevant ad groups, which help us create more specific ad text and landing pages.
We review expensive PPC keywords
We review expensive keywords with poor performance to pause them, if necessary.
We refine the landing pages
We improve the content and calls to action (CTA) of your landing pages to align them with individual search queries to increase conversion rates. Do not send all your traffic to the same page.
We measure the results of everything we have implemented… and keep improving.
Wanna Sherpa, your SEM agency in Malaga
Our way of working
In the 1st phase, we delve deeply into your business and audit your existing Google Ads PPC accounts. We check your Google Merchant Center account, if you have one, and check your Analytics account data. Next, we confirm that the configuration of all accounts is correct. If we detect something, we provide a report of the results and recommendations for improvement.
In the 2nd phase, we review your top 5 online competitors and conduct extensive keyword research. We create a personalized account growth strategy. We design ads for your brand(s) and build solid PPC SEM campaigns that deliver results. We make A / B test ads with different audiences and levels of creativity. We increase the relevant keywords as necessary, as well as the negative ones, to optimize the campaign. We review the KPI’s against the objectives set.
In the 3rd phase, we carefully manage your media expenses / budgets of your advertising and marketing campaigns. We accurately track all potential online customers and revenue from e-commerce sales. We improve your return on advertising spending and, above all, and unlike other SEM agencies… we do the extra mile to exceed your expectations!