PPC & SEM Agency in Malaga

What is PPC?

Wanna Sherpa is an SEM agency in Malaga that is interested in the most important asset and this asset is, of course, our customers. Therefore, we are going to explain in a reduced way all the functionalities that must be taken into account when making a PPC campaign in order to optimize our SEM strategy to the maximum.

Every time our ad is clicked, sending a visitor to our website, we must pay the search engine a small fee. When PPC works properly, the fee is trivial, because the visit is worth more than you pay for it.

It takes a lot to create a winning PPC campaign: from researching and selecting the right keywords, to organising those keywords into well-organised campaigns and ad groups, to setting up PPC landing pages that are optimised for conversions. Search engines reward advertisers who can create relevant, intelligently targeted pay-per-click campaigns by charging them less for clicks on their ads. If your ads and landing pages are useful and satisfying to users, Google charges you less per click, which generates more revenue for your business.

If you want to understand how we work on our clients’ PPC campaigns, we’re happy to explain it to you if you’re willing to read on.

What´s Google Ads?

Google Ads (formerly known as Google AdWords) is the world’s most popular PPC advertising system. The ad platform allows businesses to create ads that appear on Google’s search engine and other Google properties.

Google Ads operates on a pay-per-click model, in which users bid on keywords and pay for each click on its ads. Each time a search is initiated, Google searches the pool of ad advertisers and chooses a set of winners to appear in the valuable ad space on its search results page. `Winners´ are chosen based on a combination of factors, including the quality and relevance of their keywords and ad 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 score (a value that takes into account the click-through rate, relevance and quality of the landing page). 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 a SEM agency in Malaga, has the experience and knowledge to make your business appear at the top of 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 large amount of traffic and therefore delivers the most impressions and clicks to your ads. The frequency with which your PPC ads appear depends on the keywords and match types you select. While a number of factors determine the success of your PPC advertising campaign, you can achieve a lot by focusing on:

Relevance of keywords

We create relevant PPC keyword lists, tailored keyword groups and appropriate ad text.

Quality of the landing page

Web design is a very important factor when it comes to the correct optimisation of a Google Ads SEM campaign. We design optimised landing pages with persuasive, relevant content and a clear call to action, tailored to specific search queries.

Quality level

Quality Score is Google’s rating of the quality and relevance of your keywords, landing pages and PPC campaigns. Advertisers with better quality scores get more ad clicks at lower costs. It is therefore one of the most important factors in SEM positioning.

Creative

Making compelling copy is as vital as in any other ad. We make all our copy manually with premium tools that help us improve the quality of your ads for you.

PPC keyword research

Keyword research for PPC can be time consuming, but it is also very important. Having an SEM agency manage you is a key aspect. A PPC campaign is all about keywords. The most successful Google Ads campaigns are those that continually grow and refine their PPC keyword list, discovering long tail keywords and continually optimising the campaign with negative keyword lists.

These are the aspects that our SEM agency in Malaga will take into account in your Google Ads campaign:

Relevance

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-through rate, an effective cost per click and increased revenue. That means the keywords you bid on must be closely related to what you offer.

Exhaustive

We search for keywords should not only be based on the most popular and frequently searched terms in your niche, but also long tail terms. Long-tail keywords are more specific and less common, but they add up to the most search-based traffic. They are also less competitive and therefore less expensive.

Managing your PPC campaigns

Once we have set up your campaigns, we manage them regularly to ensure they are increasingly effective. We continuously analyse the performance of your account and make the following adjustments to optimise 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-converting terms as negative keywords to improve campaign relevance and reduce wasted spend on terms that are uninteresting or harmful to our brand.

Split ad groups

We improve click-through rate (CTR) and quality score by splitting ad groups into smaller, more relevant ad groups, which help us create more targeted ad copy and landing pages.

We review costly PPC keywords

We review underperforming expensive keywords and pause them if necessary.

We refine the landing pages

We modify the content and calls to action (CTAs) of your landing pages to align with individual search queries to increase conversion rates. Don’t send all your traffic to the same page.

Measurement

We measure the results of everything we have implemented… and we improve again.