What different kinds of PPC are there?
Pay-per-click advertising is any online advertisement where you pay for the amount of clicks you receive on your ads. The most popular form of PPC is Search Engine Marketing, including Google AdWords, Microsoft Bing Ads, and Yahoo! Search.
PPC Ads are not limited to Search Engine Marketing, they also includes Display Ads, Facebook Ads, Reddit Ads, Twitter Ads, Directory Ads, YouTube Ads and more.
When choosing the types of PPC ads best for your brand, the context in which the platform delivers the PPC Ads is important. For example, Google AdWords is seen as “intent based” PPC Ads where Facebook is more “interruption based” PPC Ads. Both used for different purposes, to achieve a variety of online marketing goals.
A Paid Advertising Case Study
Barbecues Galore began as a barbecue distributor to Canadian retailers in 2001. They’ve since expanded into the retail business, growing to 4 locations across Ontario and Alberta. Barbecues Galore offers a full range of Barbecues, Fireplaces, and Patio Furniture product and accessories, with a full team of certified technicians supporting delivery, installation, maintenance and maintenance services.
How did we work with Barbecues Galore?
For any business that has a pre-existing AdWords account, it is imperative to start with an account audit to understand what is working and what isn’t. We used this as an opportunity to closely align with Barbecues Galore on their business goals, and the goals of their advertising campaigns.
Through this process, we were able to align with Barbecues Galore on success factors, modify campaigns to meet shared goals, and were able to quickly surpass historical returns on ad spend. May 2017 was their best month for online sales to date!
Barbecues Galore Goals
Goal and conversion tracking is paramount to the success of every dollar spent in search engine marketing. Barbecues Galore’s goals involved growing online sales, while also promoting foot traffic in-store:
- Increase website traffic and overall lead generation
- Increase e-commerce conversion rate
- Increase online sales and average order value
- Increase calls and directions to retail locations
Reach Digital’s Approach
Paid Search Advertising: Rebuilt Google AdWords account, campaigns, keywords, and ad copy, including ongoing testing and optimizations, to achieve the KPI’s outlined
Display Advertising: Created banner ad sets to target users in core geographic areas who had visited websites and conducted searches related to purchasing a Barbecues Galore product
Retargeting: Leveraged banner ad sets to build a remarketing campaign targeting visitors that had previously interacted with the barbecues galore website
Website Development: Completely redesigned and implemented the online cart within an accelerated 3-week timeline
Google Analytics and Tracking: Measurement was implemented and all marketing tactics were tested to determine highest performing digital channels and tactics, basing budget decisions on these insights
Search Engine Optimization (SEO): Executed an SEO Refresh in 2016, increasing relevant organic traffic to the Barbecues Galore website through on-page, off-page, and technical SEO updates
Conversion Rate Optimization (CRO): Worked with marketing and development teams to conduct incremental improvements to the website to maximize conversion rates and average basket size
- 347% increase in sales within the Google advertising account within the first four months
- Average monthly growth of 151% within the Google advertising account in 2015
- Increase Organic Sales by 43% YOY and the Organic Conversion rate by 33% YOY
“We started working with Reach Digital in early 2015 and have been happy we did ever since. Their friendly, yet professional team is a pleasure to work with. We truly believe they have their client’s best interest in mind in everything that they do”
– Tiffany G., Marketing Manager