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Ultimately, it’s up to you which option is best for your business, but it’s worth considering that both SEO and PPC ads can help in different ways. These days, many people look online first when they want restaurant recommendations, business reviews, or the answers to their questions – and both SEO and Google Ads can help you connect with them when they’re looking for what you offer.
At Sonder, we make navigating the wide world of online advertising a breeze. From Remarketing ads, Google Ads, Facebook ads, to YouTube ads and everything in between, it can easily be tricky to understand what’s right for your business. We’re here to help guide you through the land of PPC and find the best solution for your business to get you the clicks that you need.
Advertising on the internet is a great way to establish your brand and boost your traffic. No matter if your business is just starting out or if you’ve been around for decades, advertising online is a great way to get your name out there and connect your message with people who are looking for your solution. On this page, we’ll go through the different types of digital advertising and how they can help your business grow. We’ll also go through different industries to show how online advertising can target different audiences.
Running a successful PPC campaign and Google Ads campaign is great. But, to get the best results, you’ve got to back up these campaigns with good foundations. What are the good foundations for a pay per click campaign? Decent organic rankings and a strong and steady SEO campaign.
SEO is vital for your online presence, but how exactly does it help? Let’s start from square one, SEO stands for Search Engine Optimisation, but what does that actually mean for your website? Optimising your website for search engines is the comprehensive process of improving your website design, the copy on your website, the structure of your navigation and everything else to fit the algorithm that search engines use to prioritise websites.
SEO is a great alternative if you don’t have the ongoing budget to invest in online ads but still want to see results.
Improving your local SEO is the best way that you can start showing up for people who are your service in your area. If you’re a cafe in North Brisbane, then you’ll want to be showing up when people are searching “local cafes in Brisbane”. Organic local SEO is a great way to boost the performance of your ads and really give your brand the edge over the local competition.
The way that we help businesses improve their local SEO is through the use of keywords. Keywords are common phrases or words that people commonly use when searching for your business or businesses like yours. We’re able to scatter these words throughout your web pages to signal to search engines that your website has the right answer to their users’ queries. This is a great way to organically improve your rankings without investing in PPC ads. However, with local SEO, it can take time for changes to be picked up by search engines which make this investment more of a long term endeavour. This is where PPC ads can really shine. If your local ads are set up correctly, then you might see an immediate increase in traffic and sales through your website or location.
Every case is different because every business we work with is always unique. So when are ads a good alternative to getting wins with organic traffic? There are a few scenarios where we will recommend ads to complement your SEO strategy.
If your business is new on the scene and looking to make a big impact, you may find it’s difficult to drive traffic to your new website. A great way to get your brand out there is to set up some ads to get some clicks through to your website. These could be on social media or google ad campaigns.
Are you having a sale? A great way to promote a sale or to launch some new stock is to pop up some ads to drive new customers to your website. If you think they’ve already had a look at your stock and they might be interested, then remarketing ads could be a great way to close that sale.
Keyword research is the starting point for your pay per click campaign. It’s where we work out what your target audience is searching to find your product or services. We’ll cleverly group up your keywords for your PPC or Adwords campaign. Your keyword groups will inform the keywords and audiences we’ll be bidding for in your campaign. We’ll create content around these keywords too, to help your organic rankings. We’ll make sure to use both, the keywords with lots of searches, and the keywords with fewer searches. This way, we know we’ve covered enough ground.
PPC can refer to pay per click for Google Ads (Adwords), or for Facebook, Amazon, Bing, and any other search engines. The idea is that you bid to the Google or Bing gods for that coveted top position on the SERP (Search Engine Results Page), then if you get your link clicked, you pay for the click. This means it’s important to make the click count because you’re paying for it. Don’t worry, we’ll help with that too. It’s all about the keywords, who they target, and grouping them cleverly in the early stages of your campaign. Click through rates are really important too. We can help you optimise for them as well.
Newstead Dental Co is a company that does exactly what it says in the name! They’re providing dental care to those in the local Newstead area. They’re also doing it with their own special touch. With care and compassion, Lok Tsang has founded a dental practice that focuses on providing top class service with a perfect smile. With an open approach, there’s no dental question that’ll go unanswered, and no tooth that will go unbrushed.
Newstead Dental Co came to us wanting an increase in their local traffic to get more people investing in their oral health. We were able to set up a series of Google Ads for Newstead Dental focusing on the local Brisbane area and those who are looking for dental care.
Once Newstead Dental Co had us set up their ads, they saw a huge increase in the traffic through to their website, which of course converted through to more appointments being booked. Not only has Newstead Dental Co been impressed with our work, but the local Newstead community has never had better oral hygiene. You can read more about our work with Lok and Newstead Dental Co here.
Remarketing is a great way to reconnect with people who’ve been on your website and perhaps looked at a few of your products or services. With cookie data that’s collected on your page, you’ll be able to show ads with products from the pages that your viewers have been looking at. So if they’ve been having a look at a specific pair of pants, the remarketing ads will appear on their social media, or wherever you put them up, with the exact item. These ads are super useful for reminding people what’s in their cart or that they visited your website.
Remarketing ads can be a bit tricky to set up as they involve adding specific criteria to your website and pairing it with cookie ID’s. There’s then a bit of set-up involved with figuring out where you want those ads to go and also adding the code to your website. You can set remarketing ads up on Facebook or with GoogleAds, but if you want help figuring out this process and getting expert opinions on what the right reach and budget is for your campaign, then we’re more than happy to guide you through this process.
Look, Google rebranded their PPC platform to Google Ads but everyone seems to still be going strong on Adwords. No matter what you call it, it’s still the most popular form of PPC. We know, we know, you were SURE it was going to be Bing. But no, really, Adwords is where it’s at. There’s more where that insight came from too, we’re full of them. Trust our SEO and Adwords experts to help you with your PPC campaign.
Bidding optimisation, account structures, strategies for targeting multiple locations, we got you. We’ll rake in more business for you via Adwords. Plus, did you know if your ads and landing pages are actually useful and satisfying to users, Google will charge you less per click. That means higher profits for your business.
If you’re in commerce, eCommerce especially, Google Shopping should be a go-to in your PPC strategy. Google Shopping is like another section of SERP. Similar to the images or news section, shopping is another results section in the search engine. Google Shopping lets searchers Google a term like ‘shoes’ and then provides them with a results page with links to shoes pulled from online stores. So, if your eCommerce site is optimised for Google Shopping, your products will get listed too.
It lets users see shoe products from all different brands like they’re on a neutral online store. It’s really handy for comparing different brands quickly. Shoppers can see the price, the star rating, and the brand the shoe is from, all at a glance.
PPC advertising can work for your brand in a range of different ways. From hard sells to branding opportunities, there’s no shortage of ways to make PPC ads work hard for you. We’ve got a few recommendations based on some of the industries that we’ve worked with and how they’ve gotten the most out of the PPC ads. At Sonder, we’re here to help build your strategy or to work with your strategy. Nobody knows your business as you do and you know what makes your brand stand out. We’ll craft the right PPC ads that accentuate what makes your business special and drive the right traffic through to your website.
It can be hard to get your brand name out there if you’re working in professional services. Whether you’re a B2B business or a B2C, the places that you should be focusing your efforts are LinkedIn and Google ads.
LinkedIn is a great place to present your business and show people how you do what you do. At Sonder, we always think that people don’t necessarily buy what you do, they buy how you do it. LinkedIn is a great way to feature your corporate culture and really stand out from your competitors. Advertising on LinkedIn is also a great way to get in front of the right people. Drill down with demographic options to ensure that your ads are being seen by decision-makers and those who need your services.
Pop up some Google ads to really see your growth skyrocket. The most popular search engine in the world has people searching for businesses in your industry on a daily basis. Use Google ads to get your business being the first result when people are looking for your solution.
At Sonder, we’re here to answer any and all of your questions about professional services PPC and to get you the traffic you need to boost your business.
Got an online store that could benefit from some more traffic? PPC is the go-to solution for getting clicks to your eCommerce website ASAP. Whether you’re launching your brand or promoting a sale, the best way to get your message out there is to appear on people’s social media feeds and get them interested in what you’re about.
Instagram is an absolute must for eCommerce, with the ability to set up a store on Instagram and eliminate as many clicks as possible you can’t go past advertising on Instagram. Pop your ads in stories or in feed to get the best results possible and then link these straight to your store so people can buy right away. Instagram is perfect for everything from fashion through to tech, so make you consider it when thinking about ads.
Facebook is another must for your eCommerce business, with one of the biggest databases for users, you’d be hard-pressed to find a major brand that doesn’t advertise on this platform. Facebook ads are a great way to get your business appearing in people’s feeds and drive plenty of brand recognition. Of course, you can use these ads to drive direct traffic through to sales, but these ads are also a great way to build your brand and get some more recognition for your brand.
You may not think that PPC would be a natural fit for the construction industry, and that’s exactly why we think ads work well here. If the ad competition is low, it pays to be a mover and a shaker. Now we know that competition in the construction industry is quite high, but the engagement in PPC advertising generally tends to be quite low. This is an awesome opportunity for construction companies to take a bit of initiative and get themselves out there.
Whether your company is B2B or B2C, getting some brand recognition from social media, or from appearing first in Google results can absolutely pay off in the long run. You want your brand to be at the forefront of people’s minds when they’re thinking about businesses in your industry.
We’re more than happy to talk you through your options when it comes to building your brand with PPC ads. At Sonder, we always prioritise what’s right for your brand and we take time to understand what makes your business different before we make any recommendations.
Are you in the education sector and looking for a boost in enrolments or to get more awareness for your institution? Online advertising could be the perfect solution for your needs. From universities targeting prospective students to getting information about the latest research out there, advertising is the perfect way to get this traffic.
If you’re trying to reach prospective students and engaging a younger audience, the best way that you can do this is through utilising TikTok or YouTube. This is where those young impressionable minds probably are, so getting in front of these eyes will be necessary for your message to get to the right people.
Boost appointments and get more foot traffic through your doors with the right targeted ads. From dentistry through to speech pathology, we’ve been helping our customers get the traffic to put their service out into the community.
Remarketing is a great way to achieve results. When people have been looking at your website and considering making a booking but have got distracted, remarketing ads will help to inspire a follow-through. Remarketing ads appear on social media and websites with ads banners that showcase your website if they’ve been on there before.
Google ads are also a great way to get your health service seen by the masses. If you’re an optometrist and someone is searching for an eye test, of course, you’d want your business to show up in the search results. Google ad management is the best way that you can get these results when you need them.
Organic growth can be time-consuming and can take a while to gain any real traction. Why not add some ads to your marketing mix to really drive traffic? Creating new ads doesn’t mean shaking up your entire marketing plan and starting again from scratch. A good online ad campaign will complement your unique brand and have larger calls to action that direct back to your website or through to a hard sale. Great ads are made with fantastic copywriting, relevant landing pages and are of course optimised for click-through rates.
Landing pages are your PPC campaign’s best friend. There’s a higher chance of ranking for something niche, usually a higher CTR (click-through-rate), and a lower bounce rate. Oh yeah, and the biggie: a higher ROI. We used a lot of marketing jargon there but basically, with your PPC campaign, you’re targeting keywords relevant to your products or services. So, why send traffic to your homepage and trust them to work it out?
Leaving your website visitors to work it out on their own can be disastrous. People are lazy, they don’t want to read or search for the button with the word they initially searched for. Work with us to create landing pages so what your customers are searching for, will be the first thing they see after clicking your link.
Our copywriting team knows how to entice a click. We’ll work with you to create clever and strategic ad copy that your target audience will love. From title tags and meta descriptions to long-form Instagram captions, and even to an amazing intro for your landing page, you know, to seal the deal. Our copywriters can help.
CTR stands for Click Through Rate. So, CTR optimisation is maximising the clicks on your ads. Yeah, ranking or winning the top spot on Google is only half the job. You still need to get clicked on, then have them buy your product. Our copywriters help you get more bang for your buck in the form of clicks for your ads. We’ll use clever title tags and meta descriptions and engaging ad copy that gets searchers really interested in you.
To help you make the most informed decision, here are common questions our clients ask us about PPC. If you have more questions, you’re welcome to scroll down, fill out the form and we’ll get back to you soon.
This question really relies on your budget and what you have the capacity for. The best ad campaigns will run best with a larger budget because they’ll be able to get through to the most amount of people. But it’s important to note that scale does matter here.
If you have a budget of $2000, and your click-through rate is 70%, this is much better value than spending $30,000 on ads that will only bring in 20% of clicks. This is why it’s so important to get the right digital marketing agency that knows how to build ads and direct them to the right traffic.
It can also be highly dependent on what you’re wanting to achieve with your ads campaign, some campaigns just want to get in front of people’s eyes, not necessarily wanting clicks. Other campaigns are wanting to get sales and that’s their primary target. So it’s important to consider this when developing your goals for a project as well. You can still get great results if you have a smaller budget and the right agency looking out for you.
It sure does! If you’ve got a campaign set up with the right metrics and a killer ad that’s going live, then of course it’ll get the right clicks. If you have a lacklustre campaign with boring copy and poorly targeted demographics, then it’s probably not going to go very well.
This is why it’s so important to get expert advice on your PPC management so that you can make your ads work for you and your business. Get Sonder on your team to unleash the potential that PPC ads have for you. With beautifully scripted copy, brilliant design and accurate targeting, our ads are sure to get you the clicks you need to get the traffic you want.
Good PPC agencies will set up a few ads on a few different channels to coincide with your budget. But we’re not in the business of being just a good PPC agency. At Sonder, we’re in the business of greatness and when you engage us to do your PPC we’ll sit down with you and go over your core business strategy, what you want to achieve with these ads and then we’ll go away and develop a targeted campaign across the platforms that will work best for you.
Everything that we do will be in consultation with you and to get you the traffic that you need. At Sonder, we’re here to answer any and all of your questions so that you feel comfortable working with us and understanding what we’re doing for you.
This is really dependent on what you’re trying to achieve as a business. If you’re wanting to get more traffic to your website, you’re going to want to look at CTR (Click-through-rate) to see how many people are clicking on your ad. If you want to get exposure, then you’ll probably want to look at the CPM (cost per thousand impressions) to see how many people have actually viewed your ad. If you’re looking at driving a sale, then check out the conversion rate from people seeing your ad through to purchasing your product.
There’s so much you can do and achieve with online ads, and this is only the beginning. They can be a great way to launch your brand or give your brand a big push for a sale. Whatever you’re looking for, we’re here to put you on the right track and drive the right traffic to your website.
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