Why Paid Search Matters

Type a keyword into Google or Bing and the only search result you’ll see ranking above the top organic spot is a paid advertisement.

An effective paid search strategy places ads near highly relevant search results. This type of digital marketing uses a pay-per-click model, which means you only pay when someone clicks on your ad.

Among surveyed consumers, 75% say search ads make it easier to find the information they’re looking for. In practise, 49% click on text ads, 31% on shopping ads and 16% on video ads. An effective click campaign can drive traffic, increase brand awareness, accelerate sales and deliver results quickly.

The success of your paid search campaigns relies on several factors:

  • Pay-per-click bidding strategy.
  • Search engine optimisation (SEO).
  • Analytics capabilities.

Each of these pieces must work in tandem to generate meaningful return on investment. Brafton’s expert paid search managers use advanced tools to assess keyword valuation, identify opportunities to leverage search volume and analytics reports to optimise conversions.


75% of consumers say search
ads make it easier to find the
information they’re looking for.

What is Paid Search?

Paid search marketing refers to a pay-per-click (PPC) model in which brands only pay when consumers click their ads.

These ads appear on search engine results pages (SERPs) next to relevant organic results. This tactic is often called search engine marketing (SEM). The most popular platforms are Google Ads (formerly known as AdWords) and Bing Ads.

Paid search is a popular component of a PPC strategy. It’s likely you’ve seen these ads on almost every SERP. You may also hear marketers refer to this method simply as search marketing. PPC ads can appear above top ranking organic results as well as along the side of the SERP.

Paid search ads are often considered separate from paid social ads, but the concepts are similar. PPC ads can enhance social media marketing strategies on platforms such as Twitter, Facebook and LinkedIn.

Most paid ads feature a header and short-form copy. They can also include a number of engaging elements like:

Site links.

Phone numbers.

Consumer ratings.

Location information.

Product images and videos.

Here’s the catch: No one is guaranteed an ad spot on a SERP or the social media feeds of their followers. Instead, ads are displayed based on a complex behind-the-scenes bidding process and analysis of each ad.

There are several critical factors that determine which ads are shown to users, each of which require careful consideration, data-based development and skilled execution:

Keyword and Ad Copy Relevance

The ads shown on a SERP are closely related to the search query. Choose target keywords that:

Striking the right balance of these three criteria is crucial though not simple. It requires thoughtful keyword research, and keen knowledge of search intent and audience behaviour.

Landing Page Experience

When someone clicks on your ad, where do they land? This page is critical in making your PPC campaign a success. The landing page experience must be engaging, intuitive and directly related to the ad copy. A poorly planned landing page can erode trust in your brand.

Quality Score

This is the score Google assigns advertisers on a scale of 1-10. It’s based on a number of factors, including click-through rate, landing page relevance, keyword relevance and past ad performance.

Paid search is the fastest-growing ad format, with advertisers spending over $13 billion annually. With support from Brafton’s PPC team, your campaigns can drive more traffic to your site, augmenting the power of your organic strategy.

Search ads can increase brand
awareness by 80%.

Our Paid Search Managers Are PPC Experts

PPC management services ensure your strategy adheres to industry best practices while fully supporting your business goals. Paid search campaigns managed by Brafton support your SEO and content marketing strategies by getting your messaging in front of relevant people immediately.

Ranking highly on a SERP organically takes an average 90 to 180 days, depending on the search volume for your keywords and the competitiveness of your vertical. And that’s assuming you have an awesome SEO strategy that you update periodically based on the findings of your analytics reports.

With PPC, on the other hand, you may begin seeing early results within days. While it takes time for your paid search campaign to gather actionable data which is then used to refine your approach, early wins can drive traffic to your site and encourage engagement.

Brafton’s PPC specialists have experience in PPC management for clients across many industries. They have a deep understanding of how to target click advertising campaigns for various goals, how to develop audience engagement and overall how to maximise your return on your investment in paid ads.

Data from Google shows that search ads can increase brand awareness by 80%. That can be a huge advantage if you’ve recently launched a new website or product page, or if you’re beginning to target new or expanded audiences.

Paid search isn’t a magic bullet, however. An effective paid search campaign requires strategy, expertise and a willingness to adjust tactics based on data.

Brafton’s experts make strategic decisions based on performance metrics to help you outrank your competitors. Our strategists have a unique understanding of the customer journey, and tools like conversion tracking ensure that each milestone along that path is fully optimised.

Although the average click-through rate for paid search ads is around 3-5%, ads in the first position see rates as high as 7.94%. Our PPC specialists possess deep knowledge of bidding strategies to help your ads reach the top spot.

How Does Ad Quality Impact Paid Search Ranking?

Brafton’s paid search strategists use enterprise software to optimise keywords, ad bids, call-to-action text and other important factors. In fact, brands that submit high quality ads can actually end up paying less per click. Major PPC platforms like Google Ads and Bing Ads feature complex ranking algorithms that assess ads for key quality indicators.

Here’s how the cost-per-click (CPC) of a Google ad is determined:

1. The advertiser makes a bid. This is the maximum amount they’re willing to spend for a click.

2. Google determines the advertiser’s Quality Score based on their click-through rate, keyword relevancy, historical ad performance and landing page relevance.

3. Google calculates the advertiser’s Ad Rank by multiplying the Quality Score by the maximum bid.

4. Google compares the Ad Rank to the advertiser’s competitors, and assigns a CPC based on the competitiveness and popularity of the ad’s keywords.

Generally, advertisers with a high Quality Score are rewarded with lower CPC and higher rankings. Let us create quality ads so you can focus on growing your business and feel assured you’re getting the best ROI for your ad spend.

What Services Does Brafton’s Paid
Search Management Include?

As a digital marketing strategy, paid search is highly flexible. Brafton’s PPC experts can set up search campaigns, analyse results and fine-tune your strategy based on real-world data.

This flexibility is good for getting the most from your ad spend, but it also means active PPC management is necessary to achieve optimal results.

Our paid search strategists work collaboratively with you to understand your company, its mission and its current objectives. Advanced analytics capabilities help them spot trends, perform audience targeting, and make tactical adjustments.

Brafton’s experienced PPC strategists will help you:

Define your goals:

Whether you want to get more targeted traffic to your website, newsletter sign ups or store visits, your strategist will steer your search campaign toward maximum results.

Bid management:

Hands-on strategists will work with you to optimise and diversify your paid spend across display networks, remarketing or retargeting campaigns and syndication platforms.

Determine your ad scale:

Should you target a local audience, or do your offerings have global appeal? Find the right location groups to magnify your exposure to the right customers. Your strategist can slice your messages into ad groups for more targeted search campaigns.

Analyse performance:

Ongoing campaign analysis helps you gain important market intelligence. Strategists periodically adjust tactics and spend based on performance reports. For instance, they can help you decide which ad extensions make sense for your goals.

Identify keywords:

Competitive keywords can have a CPC of $50 or higher. Knowledgeable PPC professionals conduct in-depth keyword research to find terms that balance value, volume and relevance to your campaign goals.

Test landing pages:

Beyond the search campaign itself, PPC managers can help you improve your Quality Score by testing landing page efficacy. This step is crucial to converting site visitors to customers.

Craft engaging copy:

You have a limited number of characters with which to grab attention and entice potential customers. Paid search management ensures your ad copy is always aligned with customer search intent to make your ads appealing.

Choose your platforms:

There are many PPC channels you may utilise, but a well thought-out strategy means choosing the platforms that will work best for your goals. Your strategist will make recommendations for the most lucrative channels for your brand based on research and data.

Understand your competition:

You can learn a lot from your competitors. Your paid search specialist can perform a PPC audit to show you how to stack up against your search and commercial competitors. From this report, you can glean ideas on how to enhance your strategy and surpass the competition.

Depending on your industry and target audience, your Brafton strategist can help you launch thoughtful paid search campaigns on search engines like Google and Bing as well as syndication platforms such as Taboola and Outbrain. Your strategist will work with you to determine which platforms make the most sense for your ad investment.

Launch Strategic Paid
Search Campaigns

Google Ads alone reaches more than 2 million websites and applications. LinkedIn Ads reach a unique audience of business leaders, making it an ideal platform for B2B brands. Not many other forms of marketing can influence such a wide marketplace.

Brafton’s strategic paid search campaigns help you target consumers who are most likely to be interested in your offer, wherever they happen to be online. This active audience is more likely to engage with your message when you have persuasive copy and an excellent ad experience.

Additionally, your strategist may conduct landing page testing to ensure that when potential customers arrive on your website they are met with the best possible user experience.

Brafton is a content marketing and PPC agency London and other UK businesses can trust to build intelligent digital marketing strategies. With help from our Promotions & Engagement Team, you can support your PPC management with shared expertise, responsive strategies and flexible tactics.

Click here to learn more about our Paid
Search Management services.

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