Paid Search
Impactful paid search advertising.
PPC is invaluable to your digital marketing armoury. In the right hands, a paid search strategy can prove to be a quickfire way to drive traffic to your website, increase brand awareness, and generate fruitful ROI. It almost sounds too easy, but PPC is a complex science. And just as science can be a technical and bewildering beast, PPC remains ever-changing while demanding insightful approaches before it can deliver results. That’s where we come in. We’ll take a data-driven approach to your objectives, tailoring bespoke strategies and tactics with the agility to adapt to trends and any challenges you’re faced with.
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Paid Search Ads
Our tailored approaches to client campaigns are founded on best-practice strategies. We’re good at what we do. No two client briefs are the same, and we combine consistent, tried-and-tested approaches with our trusted insight to tailor steps that will ensure your PPC strategy thrives.
Multi-channel search
We take a calculated, data-driven approach when it comes to devising and implementing campaigns.
Planning
A strong understanding of your objectives is key. What are your targets? Who is your audience? We’re a friendly, outgoing bunch and take the time to get to know exactly what makes your business tick, and how to best go about achieving your goals. Through planning a winning strategy founded on a deep understanding of where you want to be, you can rest assured your aspirations are in the safest, most capable hands.
The competition
Keeping an eye on the competition is essential. Are your competitors engaging in PPC? If the answer is yes, then investigating their ads will provide invaluable insight into what can work for you. And if they aren’t actively paying to push their products and services, the stage is set for you to dominate the market. We’ll start by benchmarking your historic performance against rivals to unlock quick wins and the keys to larger successes, while taking a deep dive into the conversion performance of your website.
Agile bidding tactics
PPC bidding continues to evolve and is one of the most complex components involved. Determining when to opt for manual and automated bidding requires human insight. We utilise both where necessary, opting for a bidding strategy dependent both on the whole account and the individual campaigns within. We treat each account and campaign separately and apply the best strategy to maximise performance, based on pre-agreed targets and goals.
Strategy development
Our PPC strategy consists of three core elements: target market profiling, keyphrase research, and conversion optimisation recommendations. We integrate all three elements to create one, unified overarching strategy designed with ROI in mind. PPC advertising isn’t just about driving traffic and awareness, it’s also fundamental to unlocking a more thorough understanding of your target audience. As ad performance statistics come in, we’ll gain granular insight into demographic data that will bolster your ongoing marketing strategies.
Measurement
It’s impossible for a PPC campaign to be considered a success without the metrics in place to measure it. These must be set right from the get-go, and be linked to the campaign KPIs. Tracking performance and analytical data is crucial, especially for number-and-data-heavy paid campaigns. We focus our measurement on the metrics and KPIs that matter most to you, allowing you to clearly see the progress we’re making. Our reporting is designed to deliver insights and recommendations, over mere statistics without context.
“I worked with the team at 3WhiteHats for several years, over which time they were unfailingly helpful, professional, honest and, above all, incredibly knowledgeable. They operated as a seamless extension of our in-house team and were integral to building our online profile. I would highly recommend them.”
Katie Aldridge Senior Digital Marketing Executive, Leightons Opticians & Hearing Care
“We've worked with the team at 3WH for many years now and we're consistently impressed with the quality of their work and up-to-date expertise. Friendly, professional and resourceful.”
Stafford Sumner Founder & CEO, Jarrang
“3WhiteHats really strive to help drive our business forward, delivering ideas and always pushing us to help them do it better. Both from a technical viewpoint, as well as the dark ways of paid. Great people, friendly and helpful.”
Stuart Tait Co-Founder, The Board Basement
Frequently Asked Questions
Why should I choose 3WhiteHats as a PPC agency?
We know our stuff and have a proven track record of delivering exceptional results for companies on a national and international level. Our priority is to keep you smiling, and we achieve this through dedication, delivery, and transparency. We’re never more than a phone call away. Let’s have a chat, grab a coffee (even if it’s a virtual one) and see how we can get to work on solving your digital marketing needs.
How do you integrate PPC with SEO?
The two go hand in hand. Connecting to your audience through a holistic multi-channel strategy that integrates PPC and SEO campaigns can result in paid listings complementing organic listings in search results; boosting visibility and authority in the eyes of existing and potential customers. PPC enables you to target demographics and keyphrases with pinpoint precision, increasing relevant traffic to your website. Not sure whether to commit to a keyphrase in your long-term SEO plan? Keyword and conversion data gathered from paid campaigns can feed into your SEO strategy. We will use this insight to determine which keyphrases to target with PPC and through organic approaches depending on their cost, volume, and conversion rate. Through PPC, you can target users at all stages of the customer journey. Remarketing, for example, gives you a second bite of the cherry with visitors in the form of custom messaging tailored to their organic engagement with your website. And then there’s A/B testing, which enables you to test the waters with ad copy and landing pages, before committing them to your long-term plans. The possibilities are endless. It’s a marriage made in digital marketing heaven.
What PPC clients does 3WhiteHats have?
We provide PPC solutions for clients across a wide range of industries and services, from large corporate B2Bs to small independent travel firms. Each client has a unique offering and, therefore, a unique set of targets and requirements from their PPC activity. However, whether budgets are £200 or £200,000, the same granular strategic approach is applied to maximise performance.
Tell me more about your PPC reporting
Our data-driven approach to PPC is fundamental to how we optimise campaigns and drive performance, and also in how we report on this. With target and KPIs set at project inception, we’ll agree a reporting framework that meets your needs and allows upward reporting to the wider business and shareholders, where required. We take a flexible approach on reporting, and can adapt the data we provide to suit. Typically, we’d use data direct from the platform (such as Google Ads or Microsoft Ads), and overlay this with site engagement data via Google Analytics. We partner with reporting software to help provide these reports, and also make heavy use of Google Data Studio to provide on-demand campaign insights.
What access will you need to our PPC account?
To actively manage your campaigns, we’d need direct access to the accounts. Typically, for initial account review and recommendations this can be via read-only access. Once onboarded and actively managing the campaigns, we’d need our agency-level management access, to ensure we have full access to all aspects of the account. If you don't already have an account, that's fine too and we'll get that all setup for you - with you retaining full ownership.
What KPIs and metrics do you track?
We will measure KPIs against the set goals and objectives of your campaign. Some examples of potential KPIs for a paid campaign include: click-throughs to your website; a purchase, a booking, or the generation of a lead; views of a promotional video on YouTube.
