The team at ROAST endeavours to always make sure any campaign we are running is aligned to the client business objectives. While Paid Search can be highly targeted, there are still elements of control that the platforms will try to take away from you. Automated campaign types have become more prevalent, while visibility of data has become more scarce. The value the ROAST team adds is in making sure we are running only the right activity for our clients.

When formulating our search strategies, we not only listen to big data but also identify and understand consumer mindsets and behaviours to inform all of our campaigns. We constantly strive to maximise revenue, while putting context at the heart of everything we do. First party data is essential for success in modern PPC campaigns, and we work closely with our clients to unlock and integrate this.

Our team focuses on developing PPC best practice through well-targeted campaign structures, stringent keyword optimisation, ad copy testing, audience insight analysis and KPI monitoring.

The flexibility and precision capabilities of PPC advertising make it the ideal tool to directly address your business’s more focused needs. PPC is often seen as the first port of call in a digital advertising strategy and the channel upon which the media mix is built. In the ever-changing online landscape, PPC is an essential tool to identify and capitalise on industry and consumer trends.

Understanding the search landscape is key to PPC management and methods such as closely monitoring keyword competition and continually developing our strategy allows us to remain ahead of the curve. While the marketing landscape continues to adopt AI tools and automation, it is essential to combine this with human context and decision making. This also includes modern campaign types such as Performance Max and AI Max, ensuring that testing and set up of these campaigns positions them for success through valuable first party data and creative best practice, alongside regimented testing to determine incremental value.

Whether your goal is to increase profitability, grow market share, boost sales, or raise brand awareness, our expert PPC management experience guarantees that your advertising will fit seamlessly into your overall business plan. By targeting the right prospective customers at the right time with the right messaging, our bespoke PPC service will help you achieve your specific business objectives.

Our close relationship with Google and Microsoft means we constantly update our accounts with new features to drive stronger performance for our clients. We work with multiple platforms to build personalised user experiences across Google Ads and Microsoft Advertising, and wider optimisation platforms including Search Ads 360.

Our integrated search approach combines PPC and SEO strategies at the SERP level, ensuring maximum efficiency of media spend and providing cross-channel testing opportunities. This approach can inform ad copy testing, identify site health issues, and optimise brand bidding strategies.

As a Google Partner, ROAST has access to exclusive betas, account support, training opportunities, and strategic resources. This partnership allows us to provide our clients with cutting-edge PPC strategies and early access to new features.

What is PPC marketing?

PPC (Pay-Per-Click) marketing is an online advertising model where advertisers pay a fee each time their ad is clicked, providing a way to drive traffic to websites and generate leads or sales. This involves bidding on a select range of keywords which are relevant to the business and their target audience, where the search engine will then display an ad for when that term is searched.

What makes ROAST’s PPC services unique?

At ROAST, we tailor campaigns around your business objectives and what we think will maximise results. Our accounts are therefore bespoke to you, highly targeted to your audience and KPI-focused. We do not stop there though, accounts are regularly optimised with rigorous keyword review and ongoing testing, all supplemented with market leading technology and in-house solutions for quality control and continued performance. Finally, our Paid Media teams work closely with the ROAST Organic Performance teams to maximise SERP performance and efficiency.

Why PPC services?

PPC services offer immediate visibility, precise targeting, and measurable results. They allow businesses to quickly reach their target audience, control costs, and adapt to changing market conditions.

Do you offer support for alternative search networks such as Yahoo Ads, Bing Ads by Microsoft Advertising and Apple Search Ads?

We will often supplement paid search campaigns across multiple channels, as this can be a great way to reach a unique audience. ROAST will very often run Google Ads and Microsoft Ads as standard, with additional platforms being used if they are relevant.

What is PPC in Amazon?

Amazon PPC allows sellers to advertise their products within Amazon’s platform. These ads appear in search results and product pages, helping sellers increase visibility and sales for their products.

How does paid search advertising work?

Paid search ads appear on search engine results pages when a user’s query matches targeted keywords. The ad’s position is determined by factors such as bid amount, ad relevance, and landing page quality. Advertisers only pay when a user clicks on their ad.

How can ROAST improve my existing PPC campaigns?

We conduct comprehensive audits to identify and implement improvements in targeting, ad copy, landing pages, and overall strategy to enhance campaign performance. We also make sure our teams understand your business objectives, so that our recommendations are always focused on driving business performance.

How do you deem a PPC campaign successful?

Success is measured by specific key performance indicators (KPIs) aligned with your business objectives. These may include revenue, profit, ROI, qualified leads, or metrics such as click-through rate and conversion rate.

How much should I be spending on PPC?

PPC investment levels vary based on factors such as search demand, industry competitiveness, and seasonality. At ROAST, we provide detailed forecasts and recommendations based on comprehensive keyword research and market analysis.

What is the impact of AI Overviews on Search?

The rise of AI has changed the SERP landscape across both paid and organic search. It is surfacing new ad types and targeting methodologies to consider intent and longer tail search queries geared for AI responses. This is leading to more search potential than ever as user search behaviour changes as well as new ad placements. It is essential to remain agile and test in this rapidly changing landscape.

Does ROAST run Performance Max campaigns?

ROAST will utilise Performance Max when it is in the client’s interest to do so. The campaign type can be great for supplementing core Search campaigns, but requires strong audience signals using first party data, optimised assets and effective conversion tracking and volume in order to work most effectively.