Google Ads Agency
Unlock hidden pockets of profit with our test, measure and optimise approach to Google Ads.
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ROI-obsessed PPC agency
Our data-driven approach and creative nous is what drives profitable paid search performance for our partners. Whether it’s pulling profit margin by SKU from Shopify and feeding it into Google Ads as a signal to drive more high margin sales; or simply using a weather API to serve your seasonal inventory the second that demand spikes - Target has got the solution for your brand.
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Google Performance Max
We leverage data and cutting-edge tech to create high ROI paid search campaigns across Google's entire placement inventory.
Google Shopping Ads
We leverage data and cutting-edge tech to deliver high ROI paid search, paid social and SEO campaigns for D2C, retail and eCommerce brands.
PPC Agency London
We use insights and cutting-edge tech to create hyper-targeted Google Ads campaigns with granular account structures aligned to your business goals.
Search Marketing Agency London
Working with ambitious eCommerce brands in the UK and beyond, we combine your business intelligence with our search marketing nous and data literacy to achieve scale in style, while maintaining profitability on the P&L.
Remarketing Agency
Our remarketing agency strategy uses key insights and cutting-edge technology to create a hyper-targeted paid search, paid social and account-based marketing campaign designed to bring existing customers back to the site or 'nearly there' prospects into lifetime consumers.
Unlock hidden pockets of profit with our test, measure and optimise PPC Agency approach
PPC allows brands to capitalise instantly, with campaigns set up to drive targeted consumers in hunt mode to your site. Our award-winning, Google-partnered team delivers our PPC agency expertise of paid search consultants, analysts and creatives supported by our scientifically-minded data team, who mine for insights and new optimisation opportunities with a powerful combination of AI technology and human intelligence.
Organic search and SEO can take many months and, while hugely influential, should be carefully considered as a medium-long-term solution. Paid Search allows for quick results, which continue to improve over time thanks to AI & ML algorithms and human optimisation.
In today's ecosystem, the good paid search agencies have genuine mastery in feed management; leveraging PPC scripts; conversion tracking; campaign and landing page optimisation. The great PPC agencies do all of that and know how to report profitability with laser accuracy.
As a great PPC Agency, Target understands that ROAS is a good channel scoreboard metric but it's not a genuine reflection of profitability. To truly understand profitability, you need a reporting framework that pulls in COGS and considers agency fees to give you a true reflection of paid search profitability; on top of that, you need a dashboard tab that measuring rolling, cohort-specific LTV & CAC.
Why? Because without these metrics and measurement, your PPC agency is making blind decisions and, ultimately, gambling with your brand's budget.
Ready to drive more predictable and predictable paid search performance? Click below to book a free discovery call today.
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PPC FAQS
- PPC Campaign Planning We cast a team and immerse ourselves in your brand, industry, objectives and commercials. Your dedicated team of performance marketing consultants and paid media analysts seek to understand the metrics that power your business growth. These metrics can be; new customer acquisition (CPA, CAC & CPL), profitability (ROAS & ROI) metrics and customer retention (LTV & Churn). We aim to build the same level of commercial and industry-specific awareness as you and your team to empower better decision-making; before we co-create your omnichannel eCommerce growth strategy, designed for scale. Paid Search Growth Strategy Now, we audit your entire digital marketing ecosystem. After analysing your historical campaign performance and customer cohort data and profoundly immersing ourselves in your domestic and international market opportunities, we are ready to co-create your growth strategy. Here we marry your business intelligence with broader marketing data to develop a bespoke, single-minded strategy to meet and exceed your growth, revenue and customer acquisition goals. You will receive this as an actionable PDF strategy document. PPC Campaign Execution We roll out your campaigns across our agreed channels, such as Microsoft Ads, Google Search, Display, Smart Shopping, Performance Max and the more expansive Google inventory, such as YouTube & Discover. Brands see the most significant results when Paid Search works with Paid Social, Programmatic, Marketplaces & Email Automation. In addition, we run rigorous a/b testing of secondary and tertiary channels and campaign variables, such as price sensitivity, landing pages, audience targeting, messaging and creativity for maximum ROI. Paid Search Data Analysis Our analysts use AI to process and interpret thousands of data points to turn these insights into forecasts and optimisation opportunities. We are experts at using an array of third-party analytics tools, including Content Square, Google Analytics, Hotjar, Crazy Egg, SEMRush, Screaming Frog and more. PPC Peripherals We adopt a continuous improvement approach, committed to testing and auditing your broader digital ecosystem monthly and quarterly. As such, we will regularly review your website (i.e. landing pages, creatives, copy, CRM and automation) to bring you those compounding 1% wins... again and again and again.
- Paid search marketing Paid search marketing is one of the most common pay-per-click (PPC) advertising types. Providers such as Google Ads and Microsoft Ads show your ads to users who search for specific keywords. We set up campaigns by writing ad copy, selecting relevant keywords and refining a highly relevant landing page to direct the user. Display advertising Display ads are banners, images (static or animated) or text ads that appear on websites, selected to target particular audiences. These ads will link to your website. They generally return a lower click-through rate than search ads but can help build brand awareness. The display can be delivered programmatically and is highly effective as a form of remarketing. Retargeting PPC advertising Retargeting shows users specific ads based on their previous online actions, also called remarketing. For example, a user who searched for holidays could see display ads for a travel agent's latest deals. Price comparison website advertising Price comparison or aggregator websites gather and display prices and special offers from various providers. For example, this form of PPC includes comparison websites for hotels or insurance. Users click through on the interest offers and buy directly from the merchant or the price comparison portal. This type of campaign can help you spend your PPC budget in a targeted way. Price comparison websites offer you access to qualified leads - i.e. customers who are actively looking for a product or service like yours. The downside of these websites is that you will be up against competitors. Price comparison websites offer different PPC options. You should check your conversion rate against the click-through rate if you use them. Affiliate marketing Affiliate marketers create PPC adverts promoting your products or services and place these on the following:
- search engines
- price comparison websites
- targeted content sites
- heavily-trafficked websites
- Our PPC Service Includes:
- Competitor and keyword research
- Integrated strategy creation
- Attribution model review
- Build and manage the campaign
- Data Analytics
- Landing page optimisation
- Reporting
- Even though PPC can deliver results overnight, it usually requires at least 1-3 months (depending on the volume of ad spend and historical campaign data) to work through a learning phase and begin to see optimised results.
- A PPC agency will ensure you spend your monthly or weekly budget on relevant search terms to drive the highest possible ROAS [return on ad spend] or a low CPL [Cost per lead]. They can also help you to decide where to allocate your budget. A starting point on how they would do this is to look at how each campaign is doing and how much more potential user volume can be gained from optimising each Paid campaign further.
- In the PPC world, KPIs (key performance indicators) are metrics you've identified as the most important because they measure the true success of your campaigns. They should be tied to the goals of your campaign and help you understand which actions you need to take to reach your goals. Many eCommerce brands are focused on ROAS & CPA metrics, whereas B2B businesses focus on CPL. However, it's highly dependent on your business model.
- Although Google display advertising still originates within the Google Ads interface, display ads perform very differently from their text-based search ads counterparts. The main difference between Google and display ads is that search ads are a form of "pull" advertising while display ads are "push" advertising.
- It depends on your objective, but the short answer is search ads if we are talking about conversion. Search ads typically drive more conversions than display ads because the Search Network connects advertisers to people actively looking for products with a much higher buying intent, so they're naturally more likely to convert.
- PPC for eCommerce, or eCommerce PPC, is an online advertising strategy that promotes an online store and its products through PPC ads. These ads can display on search engines, social media networks, and websites. PPC for eCommerce works well for generating sales because it targets ready-to-buy shoppers. Many of our eCommerce partners use Google's Performance Max solution to drive ROAS considerably. This is because performance Max utilises all of Google's advertising inventory, such as Google Shopping, YouTube Ads, Search & Display
- Keyword research
- Clear definition of the goals
- Optimisation of your shopping feed
- The structuring of your campaigns and ad groups
- Negative keyword planning
- Copywriting of your ads
- Ad extensions
- Landing page optimisation
- Using PPC to drive sales can be a great way to increase your sales. PPC can be a great way to drive traffic to your website and increase your sales, but using PPC can be a little overwhelming to get started. Here are some tips to help you get started with PPC to drive more sales.
- If you're in eCommerce or retail, the short answer is yes! Google Search is a vital part of the customer journey for many online buyers. And Shopping ads allow you to be where potential customers search for things to buy.
- Google Search ads require the advertiser to input the keywords they want to show up for. In contrast, Google Shopping keywords are sourced by Google automatically by pulling the keywords from the product titles and descriptions.
- Shopping ads use your existing Merchant Center product data (not keywords) to decide how and where to show your ads. The product data you submit through Merchant Center contains details about each SKU within your product inventory, everything from size and colour to brand and model and everything in between.
- Performance Max is a new campaign type that helps you optimise performance across all channels in Google Ads. Advertisers that use Performance max campaigns in their account see an average increase of 13% in incremental conversions at a similar cost per action. All Smart shopping campaigns were replaced by Performance Max starting in July 2022.
- Almost. Here's how you can turn a Performance Max campaign into a smart shopping campaign. Configure the listing group but don't add any Images, Videos, or Text Ads to the asset group. This way, your Performance max campaign will run mostly shopping ads.
- Google will prioritise Performance Max campaigns for shopping ads within the same account over existing Smart Shopping campaigns, standard Shopping campaigns, and Display Dynamic Remarketing campaigns that cover the same products. This is intentional because Performance Max is designed to optimise and serve on inventory across Google channels. As a result, we do not recommend running these in parallel with overlapping targeting (e.g., with overlapping products in the same geographic region). For searching ads, when a query exactly matches (including spell-corrected questions) an exact, phrase or broad match keyword within a Search campaign, the Search campaign will be prioritised in serving over Performance Max. Otherwise, it will be determined by Ad Rank.
- Performance Max focuses on conversion goals rather than conversion types. Conversion goals help you organise your conversion actions to optimise more efficiently toward your advertising objectives. Steps that you want your customers to take, or conversion actions, are grouped based on related categories to form these conversion goals. The conversion actions in your account are automatically grouped into relevant conversion goals to describe the most meaningful steps for your business.
- In Google PMax, you can assign your conversion actions to be primary or secondary. Primary actions: These are main conversions and are used for bidding. They appear in the "Conversions" column. Secondary actions: These are analogous to micro-conversions and are not used for bidding. They appear in the "All Conv." column. For eCommerce stores, for example, Performance Max supports Purchase goals and several cart-based goals like add to cart, begin checkout and more.
- Performance Max is aimed at the low-to-mid funnel. We focus on your conversion goals to deliver the highest-value conversions at the best marginal ROI at auction. So, select the lowest funnel conversions with reasonable volume most closely aligned to the final business outcome to drive the best results. If your goal is awareness, consider using Display, Video or Discovery campaigns instead of Google PMax.
- Automation in Performance Max can help you invest your budget more effectively and dynamically allocate spending where the highest-ROI opportunities are. Tip: Whenever possible, enable Data-Driven Attribution. Performance Max leverages DDA to optimise best the networks and interactions that are most likely to convert in real-time, resulting in a more robust performance.
- To start gettings insights, you need 1,000 impressions and 100 clicks per month. Generally, the longer you run a Pmax campaign, the better insights you'll get. As for the minimum number of conversions, the approach is similar to smart shopping campaigns. While there are no requirements for a minimum number of conversions, Pmax struggles with less than 10-15 conversions per month. Note: Performance Max uses conversions in the entire account.
- Performance Max uses the Insights page for tracking and monitoring. Rather than showing detailed data in various views, it offers actionable insights like:
- Drivers of your campaign's week-on-week and month-on-month Performance,
- Search terms your ads appeared for (they are neatly sorted in categories),
- Performance issues and recommendations on how to fix them,
- Marketing intelligence from Google to help you adopt and grow your business and ads
- Paid search specialists want to see more metrics like:
- reporting breakdown by asset groups and existing assets
- conversion breakdown by asset groups and tangible assets
- reporting breakdown by landing pages when final URL expansion is enabled.
- It's best practice to use Audience Signals with Performance Max to help jumpstart machine learning. You can use custom segments & your own first-party data like Customer lists.
- If a search term matches a keyword from your search campaign, the search ad will take priority over the Performance Max ad. For brand safety, Performance Max will soon start using negative keywords (and negative placements) at the account level.
- For now, you can use Pre/Post framework. More tools are coming.
- The three main ways to scale Pmax are:
- Use Final URL Extension.
- Ensure you have a video uploaded.
- More tools are coming up, like Simulators and Recommendations on creative and audiences.
- If you do not upload your video assets, Performance Max creates videos from the text & images you upload to the campaign. Only your assets are used in those videos, and you can see these on the Assets page. The source will be listed as "Automatically created". Performance Max auto-creates these assets to provide automation systems with the broadest set of options to help you to drive more conversions toward your goal. Performance Max can determine which channel and format can deliver the highest-value conversion at the best marginal ROI at auction time, including video. There is no way to opt out of this at this time.
- The current use cases for PMax are online sales, lead generation, and store visits. If your goal is awareness or app installs, for example, PMax wouldn't be a fit. In this case, you can run Performance max alongside the awareness-focused campaigns. Also, if you aim to drive performance with specific channels, formats, or audiences, consider using Display, Video, and/or Discovery campaigns.
- Make sure Performance max is targeting the right conversion goals
- Use values with conversion goals (relevant for leads)
- Use Enhanced conversion (relevant for leads)
- Machine learning models power Performance Max campaigns. These models train and adapt based on the data you provide through audience signals and the performance data in your campaign and account. This means performance optimisation can take time. Typically, this learning process takes 1–2 weeks.