Octiv Digital
Paid Search Company
Immediately connect with potential customers using Google or Microsoft search through keyword-based ads. These text-based ads position you at the top of search results for your products and services. When someone searches a keyword related to your business, your ad appears and you have the opportunity to earn their business.
Paid search has a lot of different formats, giving you plenty of options to target customers.
What is Pay Per Click Advertising?
Pay per click advertising, often called PPC or paid search or search engine marketing, is an effective way to get your message out. PPC is a popular form of online advertising that puts you in control. You decide exactly how much you want to spend and the type of traffic you want to reach. With PPC, you can target specific audiences by geographic location, demographics, interests, device type and more. The key to successful PPC campaigns is setting up the targeting correctly and monitoring performance to ensure you reach your performance goals. With our paid search experts, you can rest assured that your campaigns will be optimized for maximum success and managed to your specific budget.
For most businesses and industries, paid search is a very competitive type of online marketing and requires a substantial budget to be effective. Let’s have a conversation to see if this type of advertising makes sense for your business, audience and marketing budget.
What is Pay Per Click Advertising?
Pay per click advertising, often called PPC or paid search or search engine marketing, is an effective way to get your message out. PPC is a popular form of online advertising that puts you in control. You decide exactly how much you want to spend and the type of traffic you want to reach. With PPC, you can target specific audiences by geographic location, demographics, interests, device type and more. The key to successful PPC campaigns is setting up the targeting correctly and monitoring performance to ensure you reach your performance goals. With our paid search experts, you can rest assured that your campaigns will be optimized for maximum success and managed to your specific budget.
For most businesses and industries, paid search is a very competitive type of online marketing and requires a substantial budget to be effective. Let’s have a conversation to see if this type of advertising makes sense for your business, audience and marketing budget.
Different Types of Paid Advertising
Standard Text Ads
Standard text ads help you target potential customers who are already interested in what you’re offering. We create a campaign with ads that show a headline, description, link and image. When people search for keywords related to your products and services, we bid in an auction system to show an ad at the top of search results. You’ll get clicks and traffic with intention of turning searchers into customers.
Managing text ads requires careful attention to detail, bid and budget management, and keeping a close eye on competitors in the auction. This is where we step in monthly management and reporting for your ads.
Standard Text Ads
Standard text ads help you target potential customers who are already interested in what you’re offering. We create a campaign with ads that show a headline, description, link and image. When people search for keywords related to your products and services, we bid in an auction system to show an ad at the top of search results. You’ll get clicks and traffic with intention of turning searchers into customers.
Managing text ads requires careful attention to detail, bid and budget management, and keeping a close eye on competitors in the auction. This is where we step in monthly management and reporting for your ads.
Local Service Ads
With Google’s Local Service Ads, businesses can be featured prominently in the search results and build trust with potential customers through Google’s screening process. They also provide a better experience for customers by leveraging Google’s ratings system to show reviews, and providing service area coverage information upfront.
Local Service Ads are a great way for businesses to connect with more customers and help them grow their business. Plus, this type of ad auction is built on a pay-per-lead system so you only pay Google when someone reaches out. We’ll help get your business verified so you can start showing information in these ads right away.
Product Listing Ads
Product listing ads, typically referred to as PLAs or Google Shopping Ads, are a type of paid search ad that appear in search engine result pages and the shopping tab of Google. They include detailed product information, such as product name, image, description, price and store name, allowing users to quickly compare different products before making a purchase decision.
Google Shopping management requires maintaining a feed of product data, keeping Google Merchant Center information updated, coordinating marketing initiatives (i.e., displaying coupon codes in search results) and bid managing like any other type of ad on Google.
Product Listing Ads
Product listing ads, typically referred to as PLAs or Google Shopping Ads, are a type of paid search ad that appear in search engine result pages and the shopping tab of Google. They include detailed product information, such as product name, image, description, price and store name, allowing users to quickly compare different products before making a purchase decision.
Google Shopping management requires maintaining a feed of product data, keeping Google Merchant Center information updated, coordinating marketing initiatives (i.e., displaying coupon codes in search results) and bid managing like any other type of ad on Google.
Display & Remarketing Ads
Extending Google’s advertising capabilities goes beyond the search results page to showing image-based ads on sites related to your products and services. This increases the chances that users will click on those ads and visit your website, raising your traffic and brand awareness. Additionally, remarketing ads enable you to target prior visitors of your site with tailored messages, giving them another opportunity to engage with what you have to offer.
Display and remarketing ads require refinement of Google’s Display Network and careful attention to bids, budget and ad placement. It’s a lot to manage and it’s why we’re here to help.
Get Traffic & Engagement Right Away
Unlike SEO and a long-term content strategy, search engine advertising allows you to showcase your brand, services and products right away. Platforms like Google Ads and Microsoft Ads also give us the ability to tailor engagement to a specific audience including location controls, device adjustments, ad scheduling, audience targeting and more. This allows us to ensure we’re delivering the most targeted search traffic to your website.
Paid search is a great type of advertising for organizations that need results immediately or they are looking to test something new (i.e., a product or service). It requires a competitive budget, but you’ll often seen a 5-to-1 return on your ad spend.
Get Traffic & Engagement Right Away
Unlike SEO and a long-term content strategy, search engine advertising allows you to showcase your brand, services and products right away. Platforms like Google Ads and Microsoft Ads also give us the ability to tailor engagement to a specific audience including location controls, device adjustments, ad scheduling, audience targeting and more. This allows us to ensure we’re delivering the most targeted search traffic to your website.
Paid search is a great type of advertising for organizations that need results immediately or they are looking to test something new (i.e., a product or service). It requires a competitive budget, but you’ll often seen a 5-to-1 return on your ad spend.
Frequently Asked Questions About Paid Search
How do paid search ads work?
How much do PPC ads cost?
What are keywords and how do I choose them?
What are keyword match types?
Keyword match types, including exact, phrase and broad, allow for more granular control when creating PPC advertising campaigns. An exact match type ensures that the search term typed in by a user exactly matches the keyword in order to trigger an advertisement. A phrase match type requires that all of the words in the search query be present, though they don’t have to appear in sequence. Lastly, a broad match type allows for variations of a keyword to be used in order to trigger an advertisement. For example, if “shoes” was the keyword, then a broad match type would also consider terms such as “sneakers,” “running shoes,” and “flip-flops.” It is important to understand each match type when creating your campaigns, as they allow you to control how closely related a search needs to be in order for it to trigger your advertisement.
What are ad groups?
Every PPC account is comprised of campaigns and ad groups. Nested under a campaign, an ad group is the way you separate specific keywords, topics or themes. It’s important to have a good structure for your ad groups so they’re easy to maintain and optimize. The ad group level is also where you set your ad copy, including the headline, description and link where you will land users.
What are keyword bids?
Because ads are served in an auction system, you have to bid on keywords to show your ads. This means you have to find the right keywords for your ad campaign, and then provide a competitive bid for them. You will need to pay more money if there is a lot of competition for certain keywords and phrases. For example, keywords related to a niche product or service will have much lower bids compared to a personal injury law firm where there is immense competition.
What are responsive ads?
The Google Ads platform allows us to create several different headlines and descriptions, then leverage machine learning to serve ads that are most likely to resonate with searchers and earn a click. If you have a specific order you want your headlines to show in, simply pin them when creating an ad.
What is machine learning in Google Ads?
Being an advanced search engine, Google has created several different machine learning algorithms to help optimize ads. These include target cost-per-acquisition (tCPA), target return-on-ad-spend (tROAS), maximize clicks and auto bidding. With the help of these algorithms, businesses can better optimize their campaigns for improved performance and cost savings.
Paid Search Tips and Advice
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