Search Advertising Importance in 2018

Search advertising is a useful tool for any business. Placings ads on search engine result pages for a small fee every time a web surfer clicks on their ads can be very powerful. These pay per click campaigns show a lot about intent of potential buyers when searching for products and services on Google and other search engines. Advertisers can bid on keywords so their ads are displayed when people search for what they sell. This means you can reach a targeted market and improve the chances of making a sale.

Implementing a paid search advertising campaign in the right way is vital to success. Use our top tips to do this and push your business forward this year.

Search Advertising
Search Advertising

Create a logical account structure

Organise your search ads in a logical way in order to optimise success. You may want to have two different campaigns going live at the same time for example, and within those, different ad groups and keywords.
Research your keywords

Be sure to bid on the right keywords so your ads are displayed in front of the most interested audiences who are likely to make a purchase with you. You can use free keyword tools to assist with this.

Quality ads are key

Create relevant and creative search ads for maximum success. This will earn you a good Quality Score and lower CPCs. Use emotional language to peak a consumer’s interest. Think from your customer’s perspective about what they would want to see. Describe your value proposition and integrate a call to action.

Including prices and promotions is a good idea. The more information, the better, as they’ll be more likely to buy if they know all the details upfront before clicking. This means you will save money. A strong call to action is advised – use phrases such as ‘sign up, ‘get a quote’, ‘call today’, ‘purchase’ or ‘browse’ to encourage users to click. Be sure to include one of your keywords in your ad text. Locate the best performing one and use this, particularly in the title. This shows the user that the ad is related to their search and they will see it straight away.

Choose the best destination URL and review the site you’re advertising so users can find what they are looking for as soon as they land on the page. Otherwise, they will get frustrated or confused and leave the site, losing you a potential sale. Make sure any promotions and products in the ad are clearly visible on your landing page as well.


Set a budget and define how much you want to spend. Use methods such as geo-targeting to show search ads in specific locations or departing to show ads during business hours in order to avoid wasting money when in front of irrelevant audiences.

Ongoing optimisation

Check back on your campaign on a regular basis and review performance to make any changes so its more effective in the future. You can beat the competitions and rise to the top if you do this often.

Optimise Your Paid Search Campaign

Creating an effective paid search campaign does not need to be difficult. The benefits include generating leads, creating brand awareness and driving sales, so they can be a worthwhile investment. If you are currently running, or considering, a cost per click (CPC) advertising campaign, here are some top tips to boost its potential for success. These focus on Google AdWords in particular, but also apply to other CPC programs.

Paid Search Marketing Process
Paid Search Marketing Process

Consider User Peak Times

Alter your campaign to take into account user peak times of your target audience and when they search for your products or services. Only show your ads during these times and use the scheduling feature to automatically turn the campaign on as required. You could even increase the budget during busier search times in order to generate more potential leads.

Consider Seasons

Some products you are selling may change in popularity with the seasons, due to weather, major events and holidays. If you sell seasonable items, it could be worth increasing your budget in the months leading up to these peak times in order to gain additional traffic.

Select Keywords Carefully

You can utilise certain tools to assist you in finding specific keywords or phrases used by your audience. Keyword Discovery is a payable service you could opt for, but Google’s Keyword Tool is free and easy to use. Once logged into Adwords, simply type in the term and it will generate variations people have searched for, along with the approximate number of searches and advertising competition. It will also show you a rough position and cost for each term.

Choose Lengthier Tail Terms

The Google keyword tool will assist you in finding Longer Tail terms, which are ones that appeal to users looking for niche items. With a limited budget, it is a good idea to avoid high cost, generic terms and better to try to pick up traffic from very specific searches. The CPC will be cheaper and the users often know exactly what they want, so the number and quality of enquiries you receive will rise.

Add Negative Keywords

Many keywords are included in B2C, B2B and generic social searches. Add negative keywords to exclude your campaigns from areas that are not relevant to you. If you sell cars for example, but don’t rent them, then words such as ‘lease’, ‘rent’, and ‘hire’ would be your negative keywords.

Effective Ad Copy

Ad copy is vital for your paid search campaign. Once you’re up there at the top of the rankings, you need to use effective and quality ad copy to draw in potential customers and set yourself out from the competition. Use Google’s Dynamic Keyword Insertion Tool to help with this. Ensure the ad copy is relevant and add something quirky in order to stand out. Including a major call to action is important, such as a unique selling point or special offer.

Don’t forget that it is worth spending a bit of time and money on creating an effective paid search advertising campaign to get it just right. It really can make a huge difference to the number of new enquiries and leads you receive from Google and other search engines.

Effective ad copy writing tips for your business

PPC and digital marketing are forever moving forward, but writing ad copy remains a key focus of any campaign regardless of platform changes. Here are some tips for writing effective ad copy for your business. You can also speak to our expert team at Broadplace about implementing a strategic ad copy campaign for your personalised needs.
Sell your product or service – How does it benefit the consumer?
You have just a few characters to sell your product or service. Make sure you focus on how you can make a consumer’s life easier, rather than just the various general benefits of your brand. Tell them what matters to them most. This is key to grabbing their attention for longer.
End the description line with punctuation
Make sure you add a full stop, or exclamation mark, to the end of the first description line after the headline. If your ad places in the top three listings then it may receive a longer headline. This is well worth putting into place and is a very simple technique to consider.
Focus on statistics and numbers
Statistics and numbers can be very persuasive sales techniques. For example, they immediately inform a potential customer how much they will have to pay for a product or service before clicking through to a site. This means the consumer can instantly decide whether to go with you or a competitor. Offer some great deals and display these in your ads to convince buyers to purchase. An example would be “Children’s colouring books. 10 for just £10”.
Headlines are key
The headlines need to be perfected as they are the main focus for a consumer. They will see this first! Create a strong, effective headline. You need to hook them in with this before they even consider reading the rest of the ad. Do not overlook the importance of this.
Consider the user’s objectives
When you sit down to write your ads, think about what a potential consumer would type into a search engine when looking for your product or service. Use these keywords and phrases in your copy for an effective campaign.
Use emotional triggers
Emotional triggers such as humour and fear can produce a powerful response. Consider these in your ad copy to encourage an emotion led purchase.
Create keyword-rich display URLs and interesting content
The display URL should contain your top keywords and be interesting and suited to your target market. Make sure they are unique! Don’t waffle on as you have a limited number of characters to make your content stand out.
In conclusion, be sure to utilise these effective techniques to ensure your copy converts to actual sales. Know and understand your target audience in order to create persuasive ad copy. Sell them the deeper benefit of your product or service and why it will improve their life. Remember to be very clear on your goal. Remove any unnecessary content and be sure to test your copy. Sit back and watch the clicks convert to real sales!

Bidding Strategies: Target ROAS

Google always have fantastic bidding strategies to make PPC account managers’ lives a little easier. One of the many bidding strategies they currently have is Target Return On Ad Spend. This attempts to get as much revenue by adjusting bids automatically in real time to work to achieve your target return on ad spend.
This strategy is for E-Commerce clients only, as you need to put in place the amount of revenue you want to earn back from each pound you spend.

Target ROAS
via Flickr

An example for using Target ROAS, for every £1 you spend you want back £8 your target Return On Ad Spend is 800%.
What Target ROAS should I use?
When you are trying to determine the right target return for your campaign it is vital that you look at your historical conversion data.
The best statistics to look at is conv.value/cost. This is a field you can add by going to Columns -> Modify columns -> Conversions.
You should look to take the conv.value/cost and times it by 100 to get your target ROAS for you campaign or ad group.
Google provide you an average targets but it is worth checking your own data and making the call yourself on the correct one to use.
How to set up 

  1. Firstly you do need conversion tracking implemented with a value assigned to it
  2. Work out what your Target ROAS is
  3. Shared Library -> Bid Strategies -> Create Target ROAS ->Set your Target ROAS and apply to your campaigns ad group or keywords


Target ROAS
Advice from Google

Requirement of using Target ROAS

  • Some form of conversion tracking setup with value assigned to it
  • 30 conversions in 30 days

I personally use ROAS and have seen ROI for clients improve and I have not needed to adjust bids once.
If you see you are consistently hitting your ROAS on a monthly basis, look to increase them and see how far you can increase them. For example if your target is 500% see if you can increase that to 520% to improve performance further and so on.

10 Things only a PPC Account Manager Would Understand


  1. That feeling when clients say “why do we need a brand campaign?”

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  1. When you see a new account where you can make a lot of changes

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  1. When you call Google and you’re put on hold with their music.

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  1. MFW we hit team targets

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  1. Coming in on Monday and seeing my mailbox

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  1. How much we love excel
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  1. When we hear the phrase “why isn’t my ad showing?”

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  1. Waiting for a new feature to reach our account

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  1. MFW clients run promotions

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  1. That feeling when we get an email from a happy client
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Written by Jeffrey Chang

Why you Need Brand Campaigns

The question of why we need a brand campaign is asked quite often. It’s not always easy to explain, but once it’s implemented the outcome more than proves its benefits.
Who should use Brand Campaigns?

  1. Companies with generic URLs/Company names
    With a generic URL or company name, if you have a brand campaign you will be able to reach not only the audience searching for your brand, but also those who are searching for something similar to what your company provides (assuming your company name reflects what you sell).
  2. Companies that don’t rank well for their brand organically
    If you don’t rank well organically for your brand (possibly because your name is generic – aha!) it creates a better sense of authority if you are shown both organically and through PPC.
  3. Everyone
    It works!

Why do we need Brand Campaigns?
There are several benefits to brand campaigns

    1. CPC are generally cheaper because less people (usually) will be competing for your name in relation to your business.
    2. Higher Quality Score, because it will be more relevant. If your keywords, domain, ads, brand, and links are all congruent it will give the QS a big boost.
    3. Higher CTR because those who are searching for your business most likely already have the intent of viewing your products or services.
    4. Lastly, it creates authority when you have ads and organic results on the SERP. When paired with other features like shopping campaigns (when applicable), and extensions it increases the probability of someone visiting your site, whether it’s paid or organic. This allows for much more SERP real estate.

Written by Jeffrey Chang

PPC Ad Copy

We all know that ad copy is important, and there are hundreds on articles available online that tell us how to make ad copy relevant and how to make Google love our ads. Yes, it’s important that Google approves, but isn’t it just as important that the audience is attracted to it?
Where can we find that balance?
Let us briefly go over what Google considers when determining a Quality Score for ads in very basic terms:
1. Correlation between landing page and ads
2. Consistency between keywords and ad copy
Makes sense, right?
Well, it does until we put it into practice! People will stuff ads with keywords, or create ads that are loaded with what Google wants but doesn’t necessarily make sense to someone reading it.
Let’s assume I (Jeff) own a plumbing service.
An ad like this would be approved by Google, but it really isn’t all that attractive, and probably quite similar to hundreds of other ads.
This isn’t to say that Google hasn’t mentioned or recommended emotive ads but the algorithm probably doesn’t take it into account when calculating the quality score.
What does the audience want?
1. Speech fluidity and good flow. This isn’t always easy to do! Two description lines with 35 characters each is quite limiting. Using words based on the area you target (football vs. soccer, or moving vs. removals) works wonders.
2. Calls to action. We all know we have to do this; people are so much more likely to do things when they know what’s in it for them and are told what to do.
3. Consistency with what they typed in. Personally I don’t suggest dynamic keyword insertion in most cases, but when your keyword base expands, so should your repertoire of ad variations.
4. Ads that appeal to their emotions. Maybe one of the most difficult to implement, but, it’s definitely worth the time. Writing your ads for the customer means that you’ll be targeting the right people (higher CTR) and you’ll stick out in the sea of industrially stamped out ads.
So how can we achieve this balance, reaching a high quality score while being enticing (catching the attention of the paying customer)?

Research and then testing (ad infinitum)
1. Find the words that people search for, put it in their keywords and put it in the ads.
2. Find out how people speak, put it in the landing pages, put it in the ads.
1. Test what works – each industry has a different voice and personality. It might work for others but not for you.
2.Test words in ad copy, format, punctuation, display URLs, etc.
3. Record the data from when changes were made, see if the quality score has changed (after some time, immediate quality score might not be accurate) to see if Google likes your ads, and then record clicks/CTR/conversions to see if your audience likes it!
So once again, back to my plumbing company
This ad would also be approved by Google, but it appeals to their situation, has a call to action and promises an outcome that they can look forward to.
Ad copy is so incredibly important, and is one of those things that can really boost the performance of your account. It may be time consuming and unpredictable, but it will usually yield pretty positive results. Happy testing!
Written by Jeff Chang

5 Things I’ve learned in my First Month as a PPC Account Manager


  1. If I had to choose the one thing that I like the most about this job, it would have to be that there are so many ways to do everything; the versatility and resources that we as PPC account managers have at our disposal is immense. Along with the fact that this industry is still in its infancy, there are best practices but no defined methodology which means our techniques and approaches are limited predominantly by our creativity.
  2.  Putting everything I’ve learned into practice has not been an easy task. I did a course in SEO and PPC in Canada (highly recommended) and so I had previous experience in using AdWords – or so I thought. AdWords Editor is your best friend; although it can’t do everything for you it makes your life so much simpler. If anyone reading this isn’t already an account manager, but would like to be one, I suggest you get familiar with AdWords Editor, Google’s AdWords interface and Google Analytics. Proficiency in Excel will be that extra cherry on top. I’m sure there are other useful tools depending on the scale that you work at.
  3. I feel that in many ways the ability to manage clients in a well refined manner is crucial. There needs to be an equal level of competency between the technical capabilities of an account manager and their ability to communicate with and manage their clients. It doesn’t matter how well their accounts are managed if the relationship with the clients are weak, though of course the inverse is true as well.
  4. In the same vein, PPC jargon usage is a two sided coin because when it comes to clients, bombarding them with technical, industry related terms can often lead to confusion and a very “salesy” feel. When it comes to colleagues, use as many terms as needed to paint the most specific picture, especially when asking questions.
  5. Ask questions! This doesn’t mean that you should ask about everything because, despite what my elementary school teacher said, there are stupid questions. Some things are easily found out with the help of a little Google-fu (also a necessary skill). However, I found that watching and asking makes learning much quicker and also in many cases I learn of more logical ways to do things. My lack of experience means that I often cannot plan for scalability issues, and by asking I reduce the need to fix things later on. Also, as mentioned earlier, the industry is still growing and as exciting as this is, the variety of ways to accomplish each tasks can be daunting. So sorry Mr. Sinatra, ain’t gonna do it my way.

Written by Jeff Chang

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