Certified Google and Microsoft Advertising Partners

Why PPC Matters

Thanks to their high visibility, pay-per-click (PPC) ads are effective at driving web traffic, converting visitors to customers and achieving other important sales goals.

PPC campaigns offer maximum return on investment when they are guided by a clear strategy. Elements of an effective campaign include:

  • Deliberate keywords.
  • Engaging copy.
  • Calculated bidding.
  • Optimised landing pages.
  • Performance analytics.

Brafton’s dedicated PPC strategists can support your ad campaigns with shared expertise and responsive action. Acting as an extension of your digital marketing team, our expert strategists learn about your organisation and its mission to maximise your results.

Why PPC Matters

What is PPC Advertising?

PPC advertising is a digital advertising model in which advertisers only pay when someone clicks on their ads. It is most commonly associated with paid search advertising, but is also used on social platforms such as Twitter, Linkedin and Facebook.

PPC ads typically live on a single platform, but remarketing tools make it possible to retarget consumers across platforms. In addition, paid ads aren’t limited to text. Display ads feature product images, videos, user ratings and similar elements.

What is PPC Advertising?

How It Works

Digital ad networks extend to millions of websites and apps. To find the right customers and spread brand awareness across the web, Brafton’s PPC experts use keywords and relevant landing pages to target your ads.

PPC advertising platforms like Google Ads (formerly Google Adwords) and Facebook Ads provide tools for advertisers to assign goals and the scope of their campaigns. A bike shop in Bristol might limit the scope of its ads to local web users, while an e-commerce company would create multiple campaigns for various countries.

Once you create your ad campaign, it’s up to the platform you’re using to determine when your ads are shown to users. PPC platforms use complex criteria to determine which ads are featured for a given search engine results page (SERP) or on a user’s social feed. These criteria include:

  • Maximum bid – the most you’re willing to pay for a click.
  • Keyword, ad copy and landing page relevance to the search query.
  • Landing page experience.
    Quality Score – a metric Google calculates based on historical ad performance, click-through rate and a variety of other factors.

Striking the right balance between each of these components is critical for a successful click campaign. When you work with a PPC agency, your dedicated strategist will advise you on the keywords you target, the ad copy you write and the landing page users see after clicking on the ad. A knowledgeable PPC specialist can also advise you on how to properly use your ad spend to get the best ROI from your PPC budget.

The price paid for each click is determined by an algorithm which considers multiple factors in a fraction of a second to determine cost per click (CPC). Bidding algorithms assess factors like:

How a PPC Advertising Campaign Works pt. 1

How a PPC Advertising Campaign Works pt. 2


Ad copy & other elements.

Bid strategy.

Calls to action (CTAs).

Landing pages.

How a PPC Advertising Campaign Works pt. 3

Here’s how these five elements work together to drive PPC ROI:

Step 1: Choose your keywords

Keyword lists determine the queries for which your ad will compete for a placement. These ensure your ads are only displayed to your target audience under the right circumstances. Your dedicated content marketing specialist (CMS) can conduct keyword research for your brand to identify the most lucrative opportunities.

Step 2: Create the ads

Ads often consist of advertising copy, and our top-tier writers are adept at crafting compelling copy and CTAs to include in your paid ad. PPC ads can also include images, GIFs and interactive elements like videos or forms. Our graphic designers know how to develop eye-catching, on-brand ad graphics. Finally, your ads may include extensions, such as phone numbers or location addresses that make it super simple for people to take the next step with your company.

Step 3: Optimize your landing page

The landing page that a user ends up on after clicking an ad will determine their next action. It must deliver on the promise in your advertisement. We take a multi-disciplinary approach to creating conversion landing pages, leaning on expertise from our writers, designers, consultants and web developers to ensure your page works properly, is mobile-responsive and is easy for visitors to interact with. The goal is to maximize the ad’s overall conversion rate and generate revenue from your paid media.

Step 4: Set your bidding strategy

Your bidding strategy, along with your keyword lists, is the biggest determinant of whether your ad will be placed in a SERP, social media feed and other locations. Your dedicated Brafton PPC specialist has experience creating bidding strategies that deliver results. Each PPC expert at Brafton knows how to analyze the progress of your PPC campaigns and make adjustments to get the most value from your ad spend.

Step 5: Review, report and repeat

Each time your ad is displayed is an opportunity to gather data about how people respond to your advertising messages. Your PPC manager will review your metrics on an ongoing basis, then deliver monthly reports to you and your team. Based on those reports, your Brafton team will suggest strategic adjustments to your PPC strategy.

How a PPC Advertising Campaign Works pt. 4

PPC advertising platforms like Google Ads and Facebook Ads provide tools for advertisers to assign goals and the scope of their campaigns. A bike shop in Brooklyn might limit the scope of its ads to local web users, while an e-commerce company could create multiple campaigns for various countries.

The price paid for each click is determined by an algorithm which considers multiple factors in a fraction of a second to determine cost per click (CPC). Bidding algorithms assess factors like:

The performance of past ad campaigns.

Keyword relevancy.

Click-through rate.

Ad networks use various quality signals — some known, some unpublished — to set CPC and ad ranking. Ads with higher rankings are given more favorable positions on the page.

Brafton’s PPC managers help augment the benefits of your search engine optimization (SEO) strategy. For example, rather than waiting weeks or months for a newly optimized landing page to rank, Brafton can help you increase acquisition rates with data-driven pay-per-click marketing.

Why is PPC Management Important? pt. 1

Why is PPC Management Important? pt. 2

Research keywords:

Find keywords your customers are searching for and identify those most likely to attract site visitors.

Conduct split tests:

Use site traffic and visitor behavior to optimize your sales funnel.

Select channels:

Conduct a PPC audit to determine the right mix of ad networks, including paid search and social media advertising.

Optimize bidding:

Set competitive bids while keeping an eye on what your competitors are doing.

Create copy:

Write short copy that contains an engaging call to action.

Analyze campaign performance:

Report and review campaign metrics to continuously improve your PPC strategy.

Taking a data-driven approach, our PPC managers can responsively pivot ad spend across platforms to maximize your results. Monthly audits ensure you’re acting on the most relevant data.

As your organization’s goals evolve, your strategist will align your PPC campaigns accordingly. For example, as your content marketing strategy increases unpaid organic traffic to your landing pages, your strategist might suggest shifting your spend to focus on a specific product or promotion.

What PPC Management Services Does Brafton offer?

Display Ads

Display ads help you attract customers and promote your business to people watching YouTube videos, checking Gmail or visiting websites connected to the Google Display Network, which reaches 90% of all internet users.

Using vivid imagery and optimised text, your ads can take the form of banners, sidebar ads, half- and full-page advertisements and many other sizes. You can even use animated GIFs to make your ads stand out.

Our PPC managers can build ads with Google’s accelerated mobile pages platform, which reduces file sizes for faster loading. That means higher viewability and higher click-through rates, which improves ad performance.

Paid Text Ads


It can take seven or more touches to generate a viable sales lead. Remarketing helps your brand connect with new and returning customers through repeated interactions with your messaging.

Retargeting, one component of remarketing, is the use of cookies, third-party user data and target audience profiles to show display ads to people who have visited your site in the past, or who exhibit similar traits and behaviours as your customers.

Retargeting networks convert customers wherever they happen to be on the web. This strategy can help you find potential customers who have never visited your site by using look-alike audiences that demonstrate online behaviour similar to your target customers. If a customer finds your business through Bing search one day, retargeting might show them a Linkedin Ad the next day, for example.

Brafton’s PPC consultants support your retargeting efforts on platforms like AdRoll. As your customers browse the web, they’ll encounter your brand via unobtrusive ads, reminding them of your value proposition.

Display Ads

shopping campaigns

Shopping Campaigns

Sometimes, waiting until someone lands on your product page before you make your sales pitch is too little, too late. Today’s shoppers move between platforms seamlessly. Their shopping experience can begin at any time of day, on any platform. Shopping campaigns help you appeal to your customers across platforms and devices. In this case, PPC marketing is like putting your storefront right on the SERP.

Brafton’s e-commerce PPC consultants create campaigns using product images, star ratings and similar ad extensions to encourage user engagement and increase your conversion rate. For example, an e-commerce company hoping to raise brand awareness might run a PPC campaign to show off its new line of products.

When your customers search for a product they’re ready to buy, Brafton’s strategic shopping campaigns help to ensure your offerings are front and centre. Your strategist can work with Google and Amazon ad networks to get your products in front of millions of potential customers.



Augment your digital marketing strategy with syndication networks. By extending your content to third-party sites and advertising platforms, your messaging can reach potential customers on millions of websites and increase the value of your investment in paid search ads.

Content syndication drives traffic to your site by giving readers a taste of the information you provide. This way, you can take advantage of third-party site traffic to expand your reach and visibility.

Brafton’s PPC consultants work with Taboola, Outbrain and similar networks to help your content reach a broader audience of potential customers.


Shopping Campaigns


À la Carte Services

Add these Brafton services to your PPC management to increase your visibility and make continual improvements to your strategy.

Create my strategy and get pricing:

À la Carte Services

Custom Reporting

Marketing analytics drives superior growth, which is likely the reason analytics spending is expected to increase by 200% over three years.

Your dedicated account manager can support your efforts with a deep dive into your strategy, results and tactical next steps. Tailored reporting helps you visualise what’s driving growth so you can maximise results. With access to high-quality data, you can leverage these insights to focus your PPC efforts on channels that are most likely to drive high ROI.

Continuous reporting ensures your growth is sustainable. For instance, conversion tracking can show you which messaging resonates best with your target audience. Actionable insights provided by your strategist can help you plan your campaign with confidence.

Social Media Ad Management

Optimise Your PPC Campaigns

Visitors arriving to your site from PPC ads are 50% more likely to make a purchase than organic visitors. If your goal is to increase the conversion rates of your landing pages, expert PPC management can help your organisation choose the best strategies.

To optimise your results, you need to have the resources to adjust and manage your campaigns responsively. With actionable data, your PPC manager can help you determine which social platforms and search engines are most likely to increase conversions and engage your audience.

Brafton’s dedicated PPC managers support your digital advertising efforts with their expertise and years of experience. Get in touch with Brafton’s Promotions & Engagement Team to learn more about our PPC management services.


Custom Reporting

Optimize Your PPC Campaigns

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