Generate Leads with PPC advertising.
- Increase traffic to your website.
- Generate more online conversions.
- Get a great ROI for your spend.
Turn Clicks Into Conversions
Get your website in front of people actively searching for the products or services you offer.
PPC (pay-per-click) advertising, also referred to as SEM or search engine marketing, allows you to get your message and your brand in front of the thousands of people who are actively searching for the products or services you offer. PPC ads help you turn clicks into conversions, and conversions into sales—and you only pay when someone clicks!
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Google Ads: Tips from a Google Certified Expert
The Ultimate Guide To Setting Up, Running and Monitoring Google Ads
Our Google Certified Paid Ads Strategist has spent years of trial and error to come up with tips and best practices to run successful PPC campaigns with high conversion rates and low costs per click. We’ve distilled that down into this guide in hopes that you can better set up, run and monitor your Google Ads campaigns without spending years alongside a Google certified expert.
Paid advertising yields success you can actually measure.
Google Search and retargeting ads, among other tactics as part of a well-rounded strategy, helped us increase leads for ForeverLawn’s dealer network by 219%.
Lower Cost Per Conversion
Google Search and retargeting ads were used to increase brand awareness, website traffic and conversions to lower cost per conversion $75 BELOW the industry average.
Google Search Ads, Display Ads and Video Ads were used to increase brand awareness and conversions to increase leads by 157% from 2019–2020.
Partner with the PPC company that gets real results for your business.
Since 2006, we’ve partnered with hundreds of companies to help move the mark on their business growth goals. We’ve been mastering digital advertising for years—many of us have been doing it since it ever even became a “thing”.
The Sanctuary team is full of ambitious, experienced people ready to move the mark for your business. Plus, we’re a Certified Google Partner and we know how to maximize results from effective pay-per-click campaigns.
Many digital marketing agencies promise to help your business with no benchmarks or reference points for what your success looks like. Sanctuary delivers measurable results on key metrics that make sense for your business.
We’re trusted partners in marketing for our clients.
PPC Advertising FAQs
How does PPC advertising work?
Google Ads is what often comes to mind when talking about PPC advertising, and for good reason–Google retains roughly 93% of the global search engine market share. Google Ads is Google’s platform for pay-per-click advertising, but you are able to advertise on other search engines as well, like Yahoo or Bing. Unlike SEO, which helps get your website higher on the list of organic search results, PPC advertising is a paid solution that pushes your content to the top of SERPs.
The best PPC management agencies partner with you to understand key search terms associated with your business and leverage those to craft effective search marketing campaigns that get you more clicks and conversions.
All pay-per-click ads are subject to the Ad Auction that search engines use to determine the relevance of ads in relation to keywords. The Ad Auction is a bidding system in which users bid on search terms they want to trigger their ads being shown.
What results can you expect from PPC advertising?
You can expect fast, tangible results from PPC advertising, which is markedly different from many traditional advertising methods. For example, putting up a billboard may be effective, but there’s no real way to measure that—unless you’re willing to ask every customer how they found you and expect them to remember seeing your billboard while driving on the highway.
PPC advertising is completely trackable, and we use that tracking to generate a report for you detailing the results of your campaigns. The report might include metrics like:
- Conversion rate
- Quality score (for Google ads)
For any pay-per-click campaigns we create and manage at Sanctuary, we always aim for:
- A high click through rate (CTR) - This means that your ad is being clicked on often by searchers.
- A low cost per click (CPC) - This means that you’re getting a better ROI on your PPC investment.
- A high quality score - This means that your ads and corresponding landing pages are relevant to the keywords you’ve selected.
What is the difference between SEO and SEM?
Although they are sometimes used interchangeably, SEO and SEM are two very different tactics—but have a common goal of reaching a target audience on search engines such as Google or Bing.
SEO, or search engine optimization, is the process of optimizing your website content in an effort to improve your ranking in organic search results. The organic search results are those that are not sponsored (and appear underneath the results that are). SEO is a non-paid tactic that continues to give back over time, in comparison to paid efforts that stop once your budget runs out.
SEM, or search engine marketing, is the process of allocating budget, crafting messages, selecting keywords and getting your content shown on search engine results pages (SERPs) as sponsored ads that appear at the very top, above all the organic results.
Should I create a new landing page for my PPC campaign?
Ideally, your PPC ads should be directing users to a dedicated, conversion-based landing page with the sole purpose of inciting people to take action (convert). When you run PPC ads on the Google Ads platform, your ads get a quality score that is in part determined by how relevant your landing page is to your ad messaging.
The more specific and tailored your landing page is to the message you’re promoting, the better your quality score will be. For example, if you’re running an ad about PPC services, you wouldn’t want to direct people to a general page on digital marketing because they’re looking for PPC services specifically. Instead, you have the opportunity to create a dedicated page about PPC services that’s intentionally crafted to get conversions.
A conversion-based landing page should have the following:
- A strong, benefit-focused headline
- A prominent CTA—whether it’s a form or a button—that’s above the fold of the page
- Supporting content that’s rich with the keywords you’re targeting
- An easy-to-consume and enticing design
Where do PPC ads appear?
PPC ads appear on search engine results pages (SERPs) at the very top, above local and organic results. These ads are distinguishable from organic search results in that the word “ad” appears beside them.
PPC ads will appear for a user based on the terms they’re searching for. When you set up a PPC campaign, you will be prompted to enter keywords and negative keywords that relate to whatever product or service you’re promoting.
Do you have to have a large budget for pay-per-click advertising?
If you can spend at least $200–$500 a month on PPC ads, that’s a great way to test out the marketplace and get a better sense of the potential that’s out there. You’ll find that what you could be spending on PPC is usually always more than you’re actually able to, but that’s why it presents such great opportunities for future growth!
PPC services typically also require a management fee when you’re working with a PPC company or digital marketing company for managing your ads account. Regular monitoring and management will allow you to tweak your messaging along the way, maximizing your campaigns to get the best results.
Advertising articles from The Academy:
Google display ads represent one of the biggest opportunities on the web to put your products and services in front of a massive audience. With incredible reach and amazing targeting capabilities, a well-organized Google display ads campaign can be a profitable endeavor. But your success on the platform is far from guaranteed. There is a […]
Proper targeting is a fundamental piece of the marketing equation. It’s great to craft creative, impactful messages about your products and services, but those messages are only going to convert into sales if they are presented to the right people. That’s where targeting comes into the picture. You’ll need to use a detailed plan to […]
Responsive search ads have been part of the Google landscape for some time now, even if some marketers have been hesitant to jump on board. As the future of search ads moves more and more in the direction of responsive ads, it’s important for all advertisers to think about how they can use this technology […]
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