Pay Per Click By Fenti

PPC Agency Sheffield: Grow your Business, Increase Your Reach and Amplify Results

Optimised Ads Grow Business

Done right, PPC advertising is a fantastic tool for rapid lead generation. Done badly, it’s one of the best ways to p*ss your marketing budget up the wall. With PPC, poor targeting means your ads will likely be served to the wrong audience – pricey!

As a PPC agency, Fenti manage pay per click advertising on behalf of clients to deliver quality leads, fast. We produce and manage text, image and video ads across Google, Facebook, LinkedIn, and Twitter.

Being a certified Google Partner means Fenti are proven Google Ads specialists. Your budget is in very capable hands with a consistent track record of delivering a high return for clients – we’re talking 500%+ increase in lead form submissions.

Are You Ready To Supercharge Your Lead Generation?

PPC Management

PPC management starts with understanding business objectives and target audience. In a nutshell, who you are and who you want to convert. The scattergun approach never has and never will work in marketing, so thorough research and planning are essential.

PPC management includes: Campaign strategy, Ad creation (text, images, video), Metric tools and tracking, Campaign set up, Consistent optimisation, Testing and Reporting.

PPC is not something you can have a stab at and leave to do its own thing. It’s a highly valuable marketing tool but also highly complex. If you need support marketing your business, PPC advertising is the one to outsource. A good PPC agency will help your business stand out in a crowded market and generate qualified leads with a healthy return on ad spend.

Google Ads Management

Search engine marketing (SEM) encompasses SEO and PPC, working hand in hand to boost brand awareness and lead generation. Consumers and business buyers are spending more time researching and shopping online using Google, cementing the role of SEM in any marketing strategy.

Google Ads are displayed across multiple platforms, including display ads, shopping ads, and YouTube ads. Search ads are the most commonly used PPC ad type whereby an advert appears on the search engine results page (SERP). Keywords are the linchpin of Google Ads, connecting what Google users search for with the right advertiser.

Fenti offer a full Google Ads management service, with proven results. We work hard to maintain high Google quality scores for clients, ensuring their ads are rewarded with lower costs per click and higher exposure. Businesses large or small, new or established can benefit from professional Google Ads management.

Facebook Ads Management

Facebook is the SME’s most powerful ally. With over two billion people using the social media platform every month, it is ideal to tap into vast consumer audiences. Advertisers target users based on their location, demographics, and interests with advertisers charged per impression (how many Facebook users the ad is displayed to).

Posts can be boosted through paid advertising, just look out for the ‘Sponsored’ label, directing prospects to website pages, literature downloads, apps, and so on. Facebook’s algorithm favours content that creates conversation and interaction, so post content needs to be relevant to the target audience, high quality, and engaging.

Fenti Facebook ads management service is ideal for business to consumer companies looking to increase brand awareness and sales. Whether you have a Facebook business page or not, Fenti PPC experts will get in the driving seat to set up and optimise ads that will unlock the growth you need.

LinkedIn Ads Management

The professional’s choice, LinkedIn ads are the best way to connect with the decision makers you need to get in front of. Circumvent those pesky gatekeepers with ads targeted by industry, location, job title, seniority, and experience.

Advertisers have a range of ad types to choose from, including single image, carousel (multiple images), video, and text, to boost awareness and generate leads. LinkedIn lead gen forms can also be used to great effect when attached to an ad, prepopulating fields with profile data for user convenience.

Combining data and sector insights, we keep our fingers on the pulse of your industry. Once we understand your business objectives, target audience, and budget, leave us to leverage this high value B2B acquisition tool.

Twitter Ads Management

Twitter advertisers can use a variety of targeting methods, such as by conversation topic or follower interests, in addition to text, image and video ad formats. Advertisers can also promote an event up to two weeks before and three weeks after.

Twitter does not impose a minimum ad spend and charges on performance, so is an ideal platform to derive measurable results from small budgets, such as increasing followers. As with other social media platforms, Twitter prioritises engaging ads and charges more for in-demand audiences.

The fastest paced of all social platforms, Twitter is easy to get lost in. Clear branding, compelling text, and symbology are key to stopping users mid-scroll. Twitter ads management by Fenti draws on a wealth of in-house expertise to make every one of the 280 characters work hard for your budget.

PPC Ads: How They Work

Pay per click advertising, known as PPC, is an internet-based advertising model, used to target users of online platforms such as Google Ads, Facebook Ads and YouTube Ads. Text and digital media such as images and video are the most commonly used ad formats. Platform owners charge advertisers for each ad a prospect clicks. In search engine results pages, ads tend to be positioned at the top of each page and are identifiable by an ‘Ad’ label or shopping ads on the top and right of the page. On social media platforms, ads are identified by a ‘Sponsored’ or ‘Promoted’ label.

PPC ads can be precisely targeted to display ads to specific audiences, based on their search queries, location, demographics, and more. Advertisers bid against criteria relevant to their objectives, going through a complex auctioning process to win a bid. Factors influencing ad success include the advertisers maximum cost per click and quality score to determine where the ad will rank. Ad rank = quality score x max CPC.

Savvy advertisers can expect to see a return on ad spend quickly, which is why PPC has become a popular marketing tool. Performance is trackable within the platform’s advertising suite, and within a website owner’s analytics suite, to determine how many prospects have arrived via a PPC ad.

Learning how PPC management works across one or multiple online platforms is essential to success. As with most marketing disciplines, change is constant, so advertisers must stay on top of how to build and optimise campaigns, in addition to trends relevant to campaign objectives.

Fenti PPC Management FAQs

Read a selection of FAQs to find out more about PPC by Fenti. If you can’t find the answer you’re looking for, get in contact with us.

What is a PPC agency

A PPC agency offers a range of services to manage pay per click advertising campaigns on behalf of clients. Using digital advertising platforms such as Google, Facebook, and YouTube to target users and deliver maximum revenue for client budgets.

What is pay per click advertising?

Shortened to PPC, pay per click advertising is an internet-based advertising model used to target users of platforms such as Google, Facebook and YouTube. Platform owners charge advertisers for each ad a prospect clicks.

How to hire a PPC agency

Compile a brief of what you want to achieve with pay per click advertising, such as audience, messaging and revenue. Consider the importance you and your team place on face to face meetings to determine whether you would prefer to work with a local agency or not. Search engines and LinkedIn are a free research tool to begin your search for a PPC agency. In theory, agencies appearing on page one and two of search engine results pages will be doing a good job so send your brief over to ask for a quote. In the meantime, look for reviews and research the agency’s previous clients to help refine your PPC agency shortlist.

How much does pay per click advertising cost?

The majority of PPC ad campaigns will not exceed the advertiser’s maximum budget. Each targeting parameter or keyword will have an associated cost per click or impression, depending on competition and how specific or broad the query is. For example, ‘men’s trainers’ is a broad term whereas ‘red high top men’s trainers’ is a specific term.

How do I get started with pay per click advertising?

First, determine your objectives. For instance, you might want more sales, more newsletter subscribers, or more leads. Next, decide which is the best advertising platform. This depends on your target audience’s preferred digital hang out or research tool. Next, create an ad account with your selected platform, be it Google Ads or Meta Business Suite, for example.

Research relevant keywords and audience targeting parameters to bid against, then get to work setting bids. Make sure you set a maximum budget (daily or monthly). Monitor performance and tweak as you go, ideally at least once a week, to maximise ad spend.

The landing page prospects are directed to, usually a product or promotion web page, must have the ability to convert users. Consider if the landing page can convince audiences to do what you want them to do?

How do Google Ads work?

There are several different Google Ad types: search ads, display ads, shopping ads and YouTube ads. Search ads match search engine user queries with ad content based on keywords. Display, shopping and YouTube ads are selected by Google as a relevant ad, using detailed product data provided by the advertiser. Remarketing ads (part of display ads service) target users who have previously visited a competitors website or your site but did not convert.

What is a Google Partner?

An agency accredited by Google with a proven record of consistently delivering value for clients through Google Ads management expertise. Google Partners must reapply annually to maintain the accreditation.

How can I get help with social media?

Social media relies on consistency so outsourcing management is ideal to boost reach and audience engagement. Social media management includes content creation, regular posting, outreach, engagement, and performance reporting.

How can I make sure my PPC ads work?

Extracting maximum value from pay per click advertising is a multifaceted task, incorporating several digital marketing disciplines. It is important to optimise the location prospects are directed to for conversion, known as the campaign landing page. Spend time understanding different bidding types and which strategy will be best for your budget, objective, and experience with PPC. Research which keywords each campaign will target, including audience search terms, competitor keywords, industry trends and local search terms, where applicable.

PPC Glossary

Ad Format

The advert type, such as text, image, or video. Each advertising platform has different ad formats available with different names to describe function, such as Shopping Ads and Showcase Ads with Google, In-Steam and Bumper Ads with YouTube, and Carousel Ads with LinkedIn.

Auction

The advertising platform, such as Google or Facebook, decide which ads are eligible to appear for a specific search term or criteria. The process also determines which order ads will display on page, if at all.

Audience

Advertising platforms segment users into audience categories based on their online behavior or the words they type into search engines (known as keywords), and various other factors depending on data that is available to advertisers.

Ad Position

Where ads are displayed on screen. This differs by advertising platform and ad format.

Ad Quality

This is a quality score determined by the ad platform and affects cost per click. The higher the quality score, the better an ad will perform. Scoring factors include expected click-through rate, ad relevance and landing page experience.

Ad Rank

A value that advertising platforms use to determine ad position. Ad rank is calculated by several factors: bid amount, ad quality, auction competition, and user context (location, device, time). Other, more complex factors are considered by different platforms, depending on the advertising model.

Bid

How much an advertiser is willing to pay per targeting criteria, such as a specific keyword. Advertisers must outbid competitors to ensure their ad is displayed but without exceeding budget.

Campaign

A search engine marketing strategy whereby messages are created to achieve specific objectives, such as clicks though to a website or increasing page followers.

Convert

This is the successful completion of an action once a PPC ad has been clicked by a prospect, such as submitting an enquiry, making a purchase, following a social media page, or subscribing to an email newsletter.

CPC

Cost per click or CPC is how much a digital advertiser pays every time their ad is clicked. CPC determines the cost of displaying ads to users of search engines and social media platforms, depending on how competitive the target audience or target keyword is.

CTR

Click through rate or CTR is how many times a digital advertisement is clicked, in relation to how many times it is displayed to a user.

Demographics

This is a collection of characteristics used to define and measure human populations. Characteristics include income, age, gender, and location.

Display Ad

Digital advertisements displayed on websites that have opted into the Google Display Network. Often appearing on news sites, blog pages, and down the side of browser-based email services, display ads tend to have a low click through rate but also a low cost per click.

Google Partner

A PPC agency that manages Google Ads on behalf of clients and can prove consistently delivery of ad campaign success for clients.

GDN

Google Display Network or GDN is a network of websites – around 2 million – allowing pay per click ads to be displayed on its pages in return for payment.

Keyword

The words and phrases that internet users type into search engines to find answers to their queries.

Landing Page

This is the location prospects are directed to after clicking on a pay per click advertisement, usually a website page designed to convert.

Lead

In the context of PPC, an internet user who has clicked on an ad and completed the advertisers desired action such as filling in an enquiry form or requesting a call back.

PPC

Pay per click or PPC is an internet-based advertising tool whereby advertisers pay the host platform when their ad is clicked on by a prospect.

Promoted

Advertisers pay a social media platform to increase the amount of users their content is displayed to, based on factors such as location and interests.

Quality Score

A comparative tool used by Google to determine how an ad will perform against competitors for the same target keywords.

ROAS

Return on ad spend or ROAS is a measure of advertising performance taking revenue (attributable to ads) divided by ad cost and multiplied by 100.

SEO

Search engine optimisation or SEO is a long term search engine marketing strategy encompassing a range of practices designed to improve organic (as opposed to paid) website visibility in search engine results pages.

SEM

Search engine marketing or SEM refers to both paid and organic digital marketing strategies including pay per click advertising such as Google Ads and search engine optimisation (SEO) to target internet users.

SERP

Search engine results page or SERP is the list of website pages returned to a user in relation to a search query. SERP’s include links to web pages, maps, images, videos, shopping results. The foundation of search engine marketing (SEM) is to feature on page one of SERPs for relevant user queries.

Shopping Ad

A pay per click ad type detailing a specific product related to a user’s search query. Shopping ads are usually displayed at the top and right hand side of a search engine results page.

Sponsored

A ‘sponsored’ label on a social media post indicates that an advertiser has paid the platform to increase the amount of users content is displayed to, based on factors such as location and interests.

Targeting

Advertisers segment potential audiences by factors such as location or interests, depending on data available from platform owners, to target adverts at the relevant audience for their messaging.

Testing

Often referred to as split tests or A/B testing, this is the process of assessing the performance of two advertising variables such as headline or text. Advertisers work to identify variables that get more clicks and more conversions.