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June 24, 2024 | By The Dairy

Thanks for joining us, please introduce yourself and explain your role at The Dairy.

Hi, I’m Ashleigh! I recently joined The Dairy but I have been working in marketing for five years. I am fascinated by the power of marketing and its ability to effectively reach precise audiences and deliver results for brands – which is where my passion for PPC comes from. 


What is PPC?

PPC (Pay-Per-Click) is a digital advertising model where you pay each time a user clicks on your ad. It’s a powerful way of promoting your products or services online to your ideal target customers, on the platforms they are searching on. Examples would be an e-commerce business displaying product listings with Google Shopping ads, or a B2B company targeting professionals on LinkedIn or a charity using Facebook ads to boost sign ups for an event. Advertisers can drive traffic to a website instantly in order to generate conversions.


What are the benefits of using PPC campaigns for brands?

PPC campaigns offer businesses a strategic advantage by placing their brand in front of a highly targeted audience, driving relevant traffic, and maintaining consistent visibility. 

This targeted approach ensures that ads are shown to users actively searching for related products or services, increasing the likelihood of engagement and conversions. PPC also enables businesses to re-engage prospects through remarketing, guiding potential customers through the sales funnel more effectively.

It’s also important to remember that PPC delivers clear and measurable results, allowing for data-driven decision-making and optimisation. PPC campaigns have a flexible approach and efficient budget allocation. This adaptability ensures that marketing efforts remain relevant and impactful.


What are your top tips when it comes to planning an effective PPC campaign?

PPC should be strategic. Whether your aim is to enhance brand awareness, generate leads or increase sales, you must clearly outline your PPC strategy from the outset in order to connect with your target audience and achieve specific objectives.

We work with clients to build targeted customer personas and ads campaigns that resonate by understanding precise demographics, interests, desires, challenges and pain points. We conduct thorough keyword research to find the most relevant and high-traffic keywords. 

Keeping the target audience in mind when crafting messaging and assets for a campaign enriches content appeal – highlighting the unique value proposition of the product or service to encourage an action.

Considering the user journey, we would also check if the landing destination is optimised for conversions, with a clear call-to-action, compelling message and effective UX. To improve campaign performance, we regularly monitor, optimise and analyse performance metrics to work towards achieving pre-defined goals.

The digital advertising landscape is always evolving, so I have to remain up to date with best practice on an ongoing basis.


What about using AI to enrich PPC Campaigns?

Google’s Performance Max campaign is a goal-based campaign that allows advertisers to promote across Google’s network. Leveraging Google’s smart algorithm allows you to identify and reach individuals who are most likely to interact with your ads based on matching search queries or audience signals. This AI-driven approach ensures that the ads are displayed to the right people at the right time, maximising engagement and conversion rates.

The integration of AI within PPC serves to boost overall campaign performance – from understanding real-time consumer behaviour intelligence, to showing best performing creative assets – it promises to be an invaluable tool for digital marketers.


What advice do you have for brands considering PPC?

If your potential customers are using a paid advertising platform, then maximise the opportunity for greater visibility of your products or services online. 

The precise targeting of PPC ads leads to improved conversion rates because the traffic generated is more likely to consist of users already interested in the businesses products or services.

PPC also provides a competitive edge, with the added benefit of using more real estate through top-of-page ad placement.

Always employ an expert to plan and deliver your PPC strategy. Ready, aim, fire, optimise!

To speak to our PPC experts, get in touch.

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