A digital marketing agency, like The Ad Lounge, can significantly enhance your business by leveraging various online marketing strategies to reach and engage potential customers. Understanding what different types of agencies offer helps in making informed decisions for your digital marketing needs.

What is Digital Marketing?

Digital marketing is all about using the right online advertising channels to reach and engage with potential customers. It involves strategies like SEO to improve search engine rankings, paid search to help find new customers, content marketing to provide valuable information, social media marketing to interact with audiences, and email marketing to nurture leads. By leveraging these online channels, businesses can connect with a larger audience, build brand awareness, and drive sales. Each of these platforms have a unique function and help take a customer through a journey. By using the right mix of channels, you can understand what customers are looking for and providing a solution to their problem when they need it.

Digital Marketing Services

Digital marketing services typically include the following channels:

– Paid Search

– Paid Social

– Content Marketing

– Influencer Marketing

– Search Engine Optimisation (SEO)

– Video/YouTube Marketing

– Email Marketing

– Digital Consulting

These services use a variety of different tactics and strategies to meet businesses’ marketing and sales objectives, helping to remove the challenges in-house marketing departments struggle to execute effectively.

Types of Digital Marketing Agencies

1. Paid Search (PPC) Agency:

Paid Search agencies specialise in running paid ads across Shopping and Search placements on Google and Microsoft to name a few.

2. Digital Marketing Agency:

Utilises the full stack of digital channels to drive new business leads and sales for clients. Our PPC agency in Manchester falls between this one and the full service agency as we focus on 4 key areas and work with partners for the others.

3. Full-Service Digital Marketing Agency:

Offers a wide range of services within digital marketing whilst also offering other services like experiential marketing, influencer marketing and lead campaigns.

4. Social Media Marketing Agency:

Helps businesses establish and maintain a social media presence, managing content and ads on platforms like Facebook and Instagram.

5. Influencer Marketing Agency:

Engages customers through various online channels, including websites, blogs, email, and social media, providing a seamless experience across these platforms.

6. SEO Agency:

Specialises in improving website rankings on search engines through keyword research, content creation, and link building.

7. Web Design Agency:

Creates mobile first, seo optimised websites, with a focus on balancing performance first focused with a beautiful look and feel to it.

Benefits of Digital Marketing Agencies

We briefly touch on a number of core benefits below to working with an agency. For a more comprehensive breakdown, check out our other blog on how we can help your business.

1. Expertise and Experience: A lot of businesses can’t afford to hire one of each type of marketing to look after their businesses marketing efforts. Agencies bring specialised and experienced knowledge across multiple platforms where a business usually wouldn’t have access to.

2. Cost effective: Businesses need to hire a number of different people to cover off multiple areas within digital marketing to help their business grow. Agencies are more cost effective and can do this for a lot cheaper than hiring in-house.

3. Scalability: Agencies know what it takes, and should advise, what you can do to increase performance if you have the infrastructure in place. In the same breath, when you need to pull back, they can manage this as effectively as possible to minimise disruption for other campaigns. It’s more difficult than it sounds to those less experienced.

4. Improve Overall Marketing: Agencies act as extensions of your marketing team, whether you utilise them for multiple channels, just one or perhaps take them on for consulting purposes.

Is a Digital Marketing Agency Right for Your Business?

Assess your company’s needs, marketing skills, and objectives to determine if a digital marketing agency is beneficial for you right now. Consider whether you need help with content, SEO, or website redesign, and evaluate your in-house capabilities before deciding.

Questions to Ask When Hiring a Digital Marketing Agency

1. How often will I meet with you for meetings?

2. How much experience do your team have?

3. Will I be tied into long term contracts?

4. Why should I go with your agency?

5. Is budget allocation defined by me or you?

6. What defines a good or bad client for the agency?

7. How long do clients typically stay working with you?

8. How To Create a Paid Search Budget?

9. How to Do YouTube Ads Properly?

10. What is the agency’s pricing structure?

11. Can they show success with similar companies?

12. What do testimonials and reviews indicate?

13. How to Generate Leads in a Competitive Market?

14. How to improve paid search performance PPC?

By asking these questions, you can ensure you select the right agency for your business needs.

What Does The Ad Lounge Do Differently?

At The Ad Lounge, we’re an ethical and honest agency designed to profitably help businesses scale. Profitable because we talk through numbers with you, not just line our pockets. We can help your business attract customers when they’re ready to make a purchase decision instead of just hoping they’re ready to buy.

To do this, we first have to find out how we can actually help you improve your marketing. We know that every business is different and a cookie-cutter approach won’t help you achieve your specific marketing goals. This is why we sit down with you and map out a plan and get you to take us through the typical buying cycle of a potential customer. At this point, we can identify any bottlenecks or potential areas that customers could drop off. With this process, we’ll quickly pinpoint the problems in your sales and marketing funnel and work backward to devise a strategy to fix them.

Our services at The Ad Lounge include the following:

– Paid Search (PPC)

– Paid Social

– Digital Marketing Consulting

The Ad Lounge: A Results-Driven Digital Marketing Agency With An Ethical Backbone.

Effective digital marketing can attract leads and generate customers for your business, but doing it on your own can be tedious, time-consuming, and expensive. For this reason, many businesses work with a digital marketing agency.

If you want to know where your marketing can improve, contact us today for a free 30-minute discovery call to review your strengths, weaknesses, and areas of opportunity. Ready to work with a digital marketing agency? Running high-performing paid social campaigns, partnering with the Best Paid Social Agency in Manchester can help you maximise your ad spend and achieve outstanding results.

Are you looking for the best Paid Social Agency in Manchester for your new business? Have you noticed your competitors using paid social and feel compelled to do the same? Instead of simply following the trend, start by identifying your customers’ pain points and work backward to create a strategy that truly resonates.

Are you a business that’s eager to connect with your audience and actually grow your business? Not just returning users, but first time customers who haven’t purchased from you before. As consumers, we’re absolutely bombarded with information, so breaking through the noise is the hardest part. Paid social advertising offers a valuable route for businesses looking to expand through push marketing; a type of marketing where you’re pushing your brand out to the world. But what exactly makes paid social advertising so important, and how can hiring a social agency actually help you grow? Let’s take a look at the benefits and importance of paid social advertising together.

Paid social advertising involves promoting your business on social media platforms such as Facebook, Instagram, and LinkedIn to name a few. Unlike organic social media posts, which may have limited reach, social media ads allow you to target specific audiences based on demographics, interests, behaviours, and more. With the right strategy and execution, paid social advertising can drive brand awareness, engagement, website traffic, and conversions for your business. Firstly, understand why you want to run paid social ads.

Why you need an experience Paid Social Agency

Here are a few compelling reasons:

1. Targeted Reach: Paid social advertising offers a range of targeting capabilities, allowing you to reach highly specific audiences with precision. Whether you’re targeting based on age, gender, location, interests, or even past interactions with your brand, paid social ads enable you to connect with the right people at the right time. By leveraging the expertise of a paid social agency, you can ensure that your ads are seen by the most relevant audiences, maximising the impact of your marketing efforts. Remember, Paid Social is push platform, you are literally pushing ads in front of perspective clients so you need to give them a reason to stop and interact with your ad.

2. Enhanced Brand Visibility: With millions of users actively engaging on social media platforms every day, paid social advertising provides an opportunity to increase brand visibility and awareness among your target audience. By strategically placing your ads in users’ news feeds, stories, and timelines, you can ensure that your brand remains top-of-mind and distinguishable from competitors. A paid social agency can help you develop creative, eye-catching ads that resonate with your audience and leave a lasting impression. Furthermore, a digital marketing agency should be advising what strategy to go for based on your business objectives, not the other way around. For new businesses, you’ll need to work on your brand reputation first, build up some reviews and start to actually engage with your audience, then the business will come.

3. Increased Website Traffic and Potential Conversions:

Paid social advertising isn’t just about generating likes and shares—it’s about driving tangible results for your business. By directing users to your website or landing pages through targeted ad campaigns, you can increase website traffic, generate leads, and ultimately drive conversions and sales. Now, once someone gets to your site, you need to give directions on how to get in contact and give them the information they want, in a readable format. Please don’t just drop an essay on them. Whether you’re promoting products, services, or special offers, paid social ads provide a direct path for users to engage with your business and take action. What businesses can do to help increase the quality here is by closing the feedback loop on the quality of leads or sales coming in. Without this, it’s a really difficult job for an agency to improve.

4. Measurable Results and ROAS: One of the key advantages of paid social advertising is its ability to deliver measurable results and ROAS. Social media platforms offer analytics and tracking tools that allow you to monitor the performance of your ad campaigns in somewhat real-time. Now, they will naturally try and take credit for as much as they can so it’s worth looking into other platforms like Triple Whale to get more insight about how your campaigns are actually performance.

5. Time and Resourcing: Optimising paid social campaigns is time consuming enough, let alone reporting, creating new ads and then keeping up with new ad formats, new etc. Then, once you’ve got that under control, you’ll have performance dips that you’ll need to ride and other times, dig yourself out of due to a number of likely reasons. A social media agency saves you the time and money here, allowing you to focus on business growth.

Why work with The Ad Lounge?

Partnering with a paid social agency can actually help you grow your business, however choosing the right one is the hard part. A reputable agency will have the expertise, experience, and resources to develop and execute targeted ad campaigns that drive results for your business. From audience targeting and ad creative to campaign management and optimisation, a paid social agency can handle all aspects of your paid social strategy, allowing you to focus on running your business.

Agencies worth their weight in salt will ask you business figures like profit margins, new customer costs, business targets etc – If they don’t ask these at a bare minimum. Run. Partnering with an agency like The Ad Lounge means you’ve got access to over 23 years experience running paid social ads, a team with your business profits at heart and a team of people that are fully committed to getting you the results you’re after. If you’re keen to find out a bit more, then get in touch with us, we’d be happy to help!

One of the most significant advantages of Hiring a Digital Marketing Agency in Manchester is gaining access to a team of experts with specialized skills and experience instead of hiring people full-time for each skill set you need. Digital marketing encompasses a wide range of disciplines, including search engine optimization (SEO), Paid search (PPC), Social media marketing, content marketing, and more. By partnering with an agency, businesses can tap into the collective knowledge and expertise of professionals who understand the intricacies of each digital marketing channel.

The Ad Lounge: Digital Marketing Agency in Manchester

As a business, you likely ask yourself this question fairly often, or at least you should be thinking about it. New prospects often ask us if it is worth paying for digital marketing. This is a much bigger question that requires digging to understand your current position in the market and how your business is going across the board. You face the constant challenge of staying ahead of the curve and balancing your numbers to remain profitable. With consumers increasingly turning to online channels for their needs, the importance of a digital marketing strategy cannot be overstated. However, many business owners like yourself are grappling with the question: Is hiring a digital marketing agency worth it?

Why Choose Our Agency: Time and Resource Savings

Running a successful digital marketing campaign requires time, resources, and dedication. For many businesses, especially small and medium enterprises (SMEs), allocating sufficient resources to manage digital marketing in-house can be challenging. By outsourcing your marketing to a Digital Marketing Agency in Manchester, businesses can free up valuable time and resources to focus on core activities, such as product development, customer service, and business growth. It will also save you a tonne of money as a business and allow you to know you have a digital arm to your business with the experience and know-how to make you grow.

Access to Industry Tools and Technologies:

Digital marketing agencies invest in marketing tools, technologies, and resources to deliver results for their clients. These tools enable agencies to analyze data, track performance metrics, automate processes, and optimize campaigns with precision and efficiency. By leveraging these tools, businesses can gain a competitive edge in the digital landscape and stay ahead of the curve.

Scalability and Flexibility: Digital marketing agencies offer scalability and flexibility to accommodate the evolving needs and goals of businesses. Whether you’re launching a new product, entering a new market, or scaling your operations, a digital marketing agency can adapt its strategies and tactics to align with your changing objectives. This scalability ensures that your marketing efforts remain agile and responsive to market dynamics.

In-House vs Agency:

We probably shouldn’t say this, however we will because we’re probably a little too honest. The answer to this question boils down to what your requirements are as a business and how far into business you are. To give more context, if you’re at the stage of hiring someone to manage an agency, then your best bet is to use an agency to help hire this person and then either get an agency to start with while. They get their feet under the desk and then perhaps move to digital consulting. I

n the same breath, if you’re quite established, it may be more beneficial to get a digital marketing agency to review your current approach and then perhaps consult over the next 3-6 months to get everything in order. For those businesses that prefer to work with local agencies, taking a look around to find the best PPC agency in Manchester will help, that way you can work out the best course of action and decide on whether you just want that help setting things up or a bit more hand holding.

Conclusion:

Hiring a digital marketing agency can be a worthwhile investment for businesses. Looking to achieve their marketing goals and drive sustainable growth in the digital age. Just make sure you choose the right one. From expertise and experience to time and resource savings, the benefits of partnering with a digital marketing agency are clear. By entrusting your digital marketing efforts to a reputable agency, you can gain a competitive edge, maximize your Return on Ad spend (ROAS), and position your business for long-term success.

If you’re still on the fence about whether to hire a digital marketing agency. We invite you to schedule a Marketing Consultation with us. Our team of experts is here to answer your questions, address your concerns, and help you make an informed decision about your digital marketing strategy.

With Manchester being one of the biggest cities in the UK, competition for local business is heating up as more businesses extend from London to the ever sunny north. After working in London for a number of years, we know how much effort is required and how competitive localised search terms are. In this guide, we’ll break down how to create a paid search budget for your business in Manchester.

Whether you’re new to business, digital marketing, or Manchester, this guide will provide valuable insights and strategies to maximise your paid search budget and drive quality traffic to your website.

Let’s dive straight in.

How To Come Up With A Paid Search Budget?

Coming up with a budget without context can be just as easy as finding a needle in a haystack. Just like anything in life, you need to know other factors before you start the digging.

Understand The Importance Of Budgeting For Paid Search:

Paid Search can be a very lucrative part of your business if done correctly. Unlike all the guru’s that post on Facebook saying it’s really easy, it’s not, and you need to learn how to stick to a budget.

Let’s look at an example which we’re all familiar with: Mark has a t shirt brand where his t shirts are around £30 each. For simple maths sake these t-shirts cost £15 to make. In order to break even, he would need to spend £15 maximum per t shirt from a marketing standpoint. If Mark spends £20 to sell these he loses £5, if he spend £2 to sell them then he makes £13. Yes, this is a really bad business with low profit margins but that’s Mark’s fault. There are other tactics like pushing back profits for a few months to reinvest earnings. looking at lifetime value, building packages to increase AOV etc. The point to make here is before you run any campaigns you need to know, what the numbers need to look like and do your research into the Avg CPC’s etc in order for you to reverse engineer minimum conversion rates CPA’s etc. As you can see, there are a number of factors to look at prior to running, without this, you’re pushing s**t uphill.

Defining Your Objectives

If you don’t know what you’re trying to actually achieve, you’ll end up with nothing but a sore head and an empty wallet.

Where to start?
Take your business objectives and understand what you’re trying to achieve by running ads. Sales is not a business objective. What is a business objective could be: Achieve a 20% increase in revenue YoY with a focus on t-shirts, as these may have a high profit margin for you. If you’ve run ads before and they generate X% of your business revenue. work out what’s a realistic next target. Going from 5-10% is more realistic than 20-40%.

Review Market Dynamics: Trends & Insights for Growth

Please do your research first. What does this actually entail though?

• Monitor Trends: Keep a close eye on emerging trends in your industry. Follow industry publications, blogs, and social media channels to stay updated on what’s happening.

• Competitor Analysis: Analyse your competitors’ strategies. What are they doing differently? How are they engaging with their audience? Tools like SEMrush, Ahrefs, or Moz can help you gain insights into your competitors’ digital marketing efforts.

• Customer Feedback: Listen to what your customers are saying. Use social listening tools to monitor mentions of your brand and industry keywords. Pay attention to both positive and negative feedback to understand customer sentiment and preferences. Remember to reply to all feedback, even if you don’t like what you’re hearing.

• Data Analysis: Leverage data analytics tools to analyse market trends and consumer behaviour. Look for patterns in website traffic, social media engagement, and sales data to identify opportunities and challenges.
  
• Stay Agile: Digital marketing is constantly evolving, so be prepared to adapt your strategies. Be agile in your approach and be willing to experiment with new tactics and platforms. Don’t get stuck with a one track approach. However, don’t spread your budget across too many platforms otherwise you’ll never learn anything and likely not sell anything either.

Setting Realistic Expectations: Why It Matters?

The worst thing you can do here is tell people at your business you’re going to get X amount of sales. Everyone will hold you to it and you’ll look like a twit.

You need to have the business numbers down and then go and talk to some one who specialises in digital marketing, like us?

Good digital marketing agencies will ask you the following types of questions (these are green flags)

• What are your profit margins?
• How is your business currently performing and what are your current roadblocks?
• Do you know your ideal customer?
• Do you have a sales funnel and can you show us how it works?
• How much do you currently pay to acquire a new customer?
• Do you have a retention problem that needs addressing?

If they aren’t asking you these types of questions but start to say we’ll get you this or that, run. Nobody worth their weight will ever promise anything. We just can’t.

What they should be doing is looking at your current data, and if there is none, work with you to understand what’s possible based on your targets and realign these if it’s not entirely possible. This on it’s own is a green flag and should be appreciated.

We usually go into detail about break even ROAS, lifetime value, new customer acquisition costs and so on. If you’re having these types of conversations then you’re in the right circle.

Ongoing Optimisations & Monitoring Performance

In digital marketing, success isn’t just about launching a campaign and getting some sales—it’s about continuously refining and optimising your strategies to ensure you’re not just wasting money. Ongoing optimisations and performance monitoring are the keys to staying ahead of the curve and driving sustainable growth for your business. Here’s why they’re essential:

• Adaptability: Digital landscapes change all the time, with new platforms, algorithm updates and consumer behaviour constantly changing. By regularly monitoring your performance metrics, you can quickly identify shifts in the market and adapt your strategies accordingly. Please just ensure you’re monitoring the right metrics!

• Fine-Tuning for Success: Optimisation is about more than just fixing what’s broken—it’s about fine-tuning every aspect of your digital marketing efforts to drive better results. Ongoing optimisations help you squeeze every ounce of value from your campaigns.

• Data-Driven Decision Making: In digital marketing, relevant and clean data is king. By closely monitoring key performance indicators (KPIs) such as conversion volume, conversion rates, and cost per acquisition, you gain valuable insights into what’s working and what isn’t.

• Continuous Improvement: Digital marketing takes time and sometimes unfortunately work for some businesses. In the same breath, understanding what channel works best for your business can take time and budget too, however a good paid search marketing agency will give you direction based on your objectives. Regularly reviewing performance metrics, testing new ideas, and learning from both successes and failures are essential components of this journey.
  
• Ensuring Profitability: At the end of the day, the ultimate goal of digital marketing is to drive tangible, profitable results for your business. By proactively monitoring performance and making relevant optimisations, you can ensure that your marketing efforts are in the best position deliver a return on ad spend (ROAS) and contribute to the long-term success of your campaigns.

Presenting Results Back: Best Practices for Clear Communication

Remember what we said in point one about not promising anything to your business because when you can’t deliver you’ll look like a twit? Yeah now’s that time where you’ve got the cough up the results and not in a cr***y little excel doc either, management want a pretty dashboard, context and next steps. Plus they want a whole lot of green arrows to show you’ve made a tonne of money.

So what can you do?

Don’t over-promise, set realistic expectations, do your research etc. You get where this is going.

The main information management want to know is the following:

• Money in
• Money out

Sure, they want to know more than this in reality, but, ultimately they want to know what you got in return for spending their hard earned cash. So, where are we going with this? Metrics like impressions, ctr, cpc are all relevant metrics but don’t bother prioritising this data ahead of other information. Here at The Ad Lounge we build dashboards for all different types of businesses and objectives.

Leveraging Experience: Turning Knowledge Into Success

It goes without saying that partnering with experts will likely help you get to where you want to get to a lot more efficiently and smoothly that you would likely do on your own. Some people like to work with local businesses like us, a PPC agency in Manchester, however others are fine to work with a partner anywhere in the country.

However, there are a lot of cowboys in any industry so please ensure you choose properly and ask the right questions like we’ve briefly touched on above. If you choose to go with a paid search marketing agency in Manchester, ask them how they can help you, what they think you can achieve etc. Their answers to those will give you a good idea of whether they’re the right agency for you.

To conclude, there is no magic number you need to spend on advertising to make your business boom. What you do need is to understand what you’re actually looking to achieve and understand what a new business/customer is worth to you.

Conclusion

Now, if you’ve made it this far, we’ve got a request for you.

How do you currently generate new business and what monetary value do you assign for new customers who choose to work with you?

If the answer was word of mouth and you don’t know then you’ll likely need to sit down and work out the numbers we mentioned right back at the beginning. Keeping your current clients happy should be your number 1 priority, however you’ll never grow as a business without acquiring new business.

If you’re looking for an agency that can help your business grow then get in touch to see if we gel. We’d be more than happy to see what can be done to grow your business.

Thanks,

The Ad Lounge

As a business in Manchester, you’re likely looking for new ways to get in front of your ideal client. Using paid search marketing (ppc) is essential for staying competitive and getting in front of your potential customers. But why is paid search so important, and how can partnering with a paid search agency in Manchester help move your business forward? Let’s have a look into the benefits and significance of paid search marketing.

Paid search marketing, also known as pay-per-click (PPC) advertising, is a highly effective digital marketing strategy that allows businesses to display ads in search engine results pages (SERPs) when users search for specific keywords related to their products or services. Unlike organic search, where rankings are determined by factors like website authority and content relevance, paid search enables businesses to bid for ad placement in search results, ensuring quicker visibility to potential customers. In the same breath, relevance is key so partnering with an agency that prioritises this is extremely important.

Now, the Importance of Paid Search Marketing for Businesses

Here are a few of the main reasons:

1. Visibility: Paid search marketing offers quicker visibility in search results, allowing businesses to connect with potential customers when they’re searching for products or services. With the right strategy and targeting, paid search ads can drive highly qualified traffic to your website, increasing the likelihood of conversions and sales.
   
2. Targeted Reach: One of the key advantages of paid search marketing is its ability to target specific audiences based on demographics, interests, location, and other factors. A search marketing agency in Manchester can help you identify relevant keywords and create targeted ad campaigns that reach your ideal customers, maximising your ad spend.
   
3. Measurable Results: Unlike traditional advertising methods, paid search marketing offers measurable results and actionable insights. With reporting tools and platform insights, businesses can monitor the performance of their ad campaigns in almost real-time, track key metrics like click-through rate (CTR), conversion rate, and return on investment (ROI), and make data-driven decisions to optimise campaign performance.
   
4. Cost-Effective: Paid Search marketing operates on a pay-per-click (PPC) model, meaning businesses only pay when users click on their ads. This makes it a more cost-effective advertising solution that something more traditional like TV advertising where you pay for eyeballs. This allows you to have more control over your budget and can set bids based on your advertising goals and budget constraints. With careful management and optimisation, businesses can achieve significant ROI from their paid search campaigns.

Maximising Your Business Growth with a Search Marketing Agency in Manchester

Partnering with a search marketing agency in Manchester can further enhance the effectiveness of your paid search marketing efforts. A reputable agency will have the expertise, experience, and resources to develop and execute targeted ad campaigns that drive results for your business. From keyword research and copywriting to campaign management and optimisation, a search marketing agency can handle all aspects of your paid search strategy, allowing you to focus on running your business.

In Conclusion, Paid search marketing is a powerful tool for businesses in Manchester looking to increase online visibility, attract qualified leads, and drive sales. By partnering with a search marketing agency in Manchester, you can leverage the expertise and resources needed to maximise the impact of your paid search campaigns and achieve your business goals.

Ready to take your paid search marketing to the next level?

In the digital marketing space, the debate over broad match keywords continues to divide opinions among agency folk and business owners we’ve spoken to. While some praise their versatility, others warn of their potential to drain advertising dollars. In this article, we’ll break down the truth about Broad Match keywords in Google ads and we’ll delve into why relying solely on broad match keywords might not be the smartest move. Unless you’ve exhausted other match types, have a hefty budget, operate in a niche sector, or just want to flush your money down the loo because you’re far too loaded.

The power of Broad Match keywords – Stop Burning Money

1. Precision is Key: Let’s face it, broad match keywords are like casting a wide net in murky waters. Sure, you might catch something. But more often than not it’s something you don’t want, or, it’s just a waste of time and resources. Start with the basics. Use more targeted match types like exact match or phrase match to reel in the fish that are actually worth catching. Once your boats full, get a bigger boat and reevaluate where you want to cast your net.

2. Watch Your Wallet: Here’s the cold, hard truth. The broad match keywords can bleed your ad budget dry faster than you think. Take control of your spending by setting strict budget caps and keeping a hawkish eye on campaign performance. If you’re feeling brave, consider automated bidding strategies on one campaign to see if it can help stretch those precious pounds further. Do not, I repeat, do not, put it on your most important campaign straight away. Please test first.

3. Take Charge with Negatives: With broad match, you’re at the mercy of the algorithm, and let’s be honest. It’s not always looking out for your best interests. Take back control by regularly reviewing search term reports and adding negative keywords. Don’t let irrelevant traffic bog down your campaigns. Cut the dead weight and focus on what matters.

4. Strategic Thinking Wins: Broad match should never be your go-to strategy. It’s more like a last resort when you’ve exhausted all other options. Stick to what works: high-performing search terms from exact match and phrase match. If you’re struggling to keep up with the competition, stop, reconsider what’s important and realise keeping up with others isn’t important. If you’re going to consider broadening your keyword strategy—do it with purpose, not desperation.

5. Niche Doesn’t Mean Easy: Sure, niche markets might seem like low-hanging fruit for broad match. But let’s be real, there’s still plenty of rot in the basket. Google also tend to place a premium on low competition terms so be wary. Monitor your performance metrics like a hawk and be prepared to pivot if things aren’t going your way.

Conclusion:

The truth about Broad match keywords in Google Ads can be a game-changer when used strategically. As you can see, there are definitely reasons to not use broad match, at least not at the beginning. Focus on efficiently scaling your campaigns to diminishing returns then review. Diminishing returns usually is around the 80% impression share mark, but can fluctuate +/- 10% or so. If you’ve got any questions get in touch.

Unlock the power of Google Ads with the UK’s top Google Ads Agency. Elevate your marketing, reach your ideal audience, and see real results.

FAQs

Q: What are Broad Match keywords in Google Ads?
A: The broad match keyword will match all the searches of equivalent phrases and exact match keywords, plus additional related searches.

Q: Will using Broad Match keywords increase my Ads spend?
A: Broad match keywords can lead to more clicks, which might increase spending. It’s important to monitor and adjust your campaigns regularly.

Q: What are the advantages of smart bidding with broad match?
A: Board Match keywords are the best bid to give you a higher chance of getting valuable clicks or conversions without wasting money on irrelevant searches.

Q: How do I know if Broad Match keywords are right for my campaign?
A: Evaluate your campaign goals, if broad reach and keyword research are priorities, broad match could be beneficial.

Q: What are the benefits of Broad Match keywords?
A: Broad match extends its reach beyond exact and phrase match by identifying related queries. This helps you attract more visitors to your website, spend less time building keyword lists and focus your spending on keywords that work.

Granting access within Facebook Business Manager for your paid social campaigns can be a real faff if you don’t know what you’re doing. Whether you’re partnering with an agency, collaborating with freelancers, or expanding your in-house team, providing access to essential assets like Pages, ad accounts, and the Facebook pixel is essential. In this guide, we’ll walk you through the process step by step guide about how to grant Facebook business Manager access easily including links to each page for easy navigation.

How To Grant Facebook Business Manager Access Easily

Facebook Business Manager is a powerful tool that helps businesses manage their assets, such as pages, ad accounts, and team access. Granting access correctly ensures smooth collaboration and security. This guide will walk you through the step-by-step process of adding users and managing permissions easily.

1. Accessing Facebook Business Manager

To begin, log in to your Facebook account and navigate to Business Settings.

2. Adding People to Your Business Manager

3. Within Business Settings, locate the “People” tab in the left sidebar.

4. Click on “Add” to invite new users.

5. Enter the email address of the person you want to grant access to and select their role: Admin, Employee, or Custom.

6. Click “Next” to proceed.

7. Assigning Roles and Permissions

Part – 2

1. After adding a new user, assign roles and permissions by clicking on their name in the People section.

2. Here, you can customise access to various assets such as Pages, ad accounts, and apps.

3. Click “Assign Assets” to specify which assets the user can access.

4. Providing Access to the Facebook Pixel

Part – 3

1. To grant access to the Facebook pixel, navigate to Events Manager.

2. Select the pixel you want to share and click “Add People” under the “Settings” tab.

3. Enter the email address of the person you want to grant access to and choose their role: Admin, Advertiser, or Analyst.

4. Click “Save Changes” to confirm.

Additional Access 3 types:

– Ad Account Access: Manage permissions for ad accounts by navigating to Ad Account Settings.

– Page Access: Assign Page roles by accessing Page Settings.

– Catalog Access: Grant access to product catalogs by visiting Catalog Manager.

Conclusion:

Granting access to Facebook Business Manager is a straightforward process that ensures smooth collaboration with your team or marketing agency. Implementing these best practices will help you to know how to grant Facebook Business Manager access easily, ensuring a smooth and efficient management process for your advertising and marketing efforts.

If you’re looking for expert assistance in running high-performing paid social campaigns, partnering with the Best Paid Social Agency in Manchester can help you maximise your ad spend and achieve outstanding results. Let our team handle your campaigns with precision and expertise!

In today’s digital age, partnering with the right Digital agency in Manchester can make all the difference in your online success, and if done right, can impact your brick and mortar store too. With so many options out there, how do you choose the perfect fit for your business? Whether you need Paid Search or Paid social media marketing, selecting an agency that truly understands your goals and delivers measurable results is crucial. In this guide, we’ll walk you through key factors to consider, helping you make a smart, informed decision. Keep reading to discover how to choose a digital agency in Manchester that drives growth and maximises your investment!

7 Key Factors: How to Choose a Digital Agency in Manchester

Read our guide and learn 7 Key Factors:

1. Define Your Goals

Before you start your search, take a moment to clarify your goals. Are you looking to increase website traffic, generate leads, or boost sales? Understanding your objectives will help you find an agency with the expertise to meet your needs.

2. Assess Their Expertise

When considering a digital agency, look beyond flashy websites and fancy pitches. Ask about what they specialise in, what verticals they like working in, and, case studies to see real-world examples of their work. Pay attention to projects similar to yours and evaluate their results.

3. Transparency and Communication in a Digital Agency

Communication is key to a successful partnership. Choose an agency that prioritises transparency and keeps you in the loop every step of the way. Look for clear lines of communication and regular progress updates.

4. Local Presence Matters

While the digital world knows no boundaries, there’s something to be said for working with a local agency. Being based in Manchester, you want an agency that understands the local market dynamics and can provide personalised support when needed. That being said, this really depends on your business type. i.e. if you’re a cafe in Manchester then of course you want a local business to help.

5. Reviews and Testimonials

Don’t just take their word for it – see what their clients have to say. Check out reviews and Testimonials to get a sense of their reputation and customer satisfaction. A track record of happy clients is a good indicator of a reliable agency.

6. Budget Considerations

Budget is always a factor but remember: you get what you pay for. Instead of solely focusing on cost, consider the value you’ll receive. Look for agencies that offer transparent pricing and clearly outline what’s included in their services.

7. Compatibility and Culture Fit

Last but not least, consider the intangibles. Do you vibe with them? Are their values aligned with yours? Building a successful partnership goes beyond skills and expertise – it’s about finding a cultural fit that fosters collaboration and mutual respect.

Ready to Make a Choice on your next Digital Agency?

Choosing the right digital agency is a big decision, but it doesn’t have to be overwhelming. By following these practical tips and trusting your instincts, you’ll be well on your way to finding the perfect partner for your digital success.

If you’re in Manchester and looking for a Trusted digital partner, consider reaching out to The Ad Lounge. With a focus on transparency, expertise, and local insight, we’re here to help you achieve your goals.

Get in touch today to learn more about how we can support your business.

Sorry to break it to you but there is no top 5, it’s all case by case. Anyone that tells you otherwise is an idiot and deserves to get the cold Greggs sausage roll that’s been sitting in the cabinet for a few hours. We will, however, be providing a list of the top Google Ads bid strategies alongside the pros and cons for each. These are in no particular order, we just wanted to showcase a vast range and throw in a few curve balls to keep you on your toes.

List of the top 5 Google Ads bid strategies:

1. Manual CPC (the old codger)
2. Enhanced CPC (the 50 year old uncle still partying like a 30 year old)
3. Target CPA ( the reserved aunty who is loaded but never has their wallet)
4. Target ROAS (the hip kid people want to have around)
5. Maximise Clicks (the dude who can do a rubix cube in 18 seconds)

Back when Google ads had less fluff, we always used manual CPC, max conversions, or target impression share. Nowadays, Google is being more hesitant with sharing data we’ve got to be really onto it with choosing our bid strategies and knowing when to make adjustments. Let us first now introduce you to Manual CPC.

Manual CPC (Cost Per Click)

Pros:

– Full Control: Allows precise control over individual keyword bids.

– Flexibility: Ability to adjust bids based on performance insights and business objectives.

– Budget Allocation: Allocate budget to high-performing keywords or ad groups as needed.

Cons:

– Time-Consuming: Requires ongoing monitoring and adjustment to optimise performance.

– Complexity: Managing bids for multiple keywords or ad groups can be challenging and labor-intensive. The reality is, you don’t know more than Google so be careful.

– Risk of Overspending: Without careful monitoring, there’s a risk of overspending on underperforming keywords.

Enhanced CPC (ECPC)

Pros:

– Automated Optimisation: Automatically adjusts bids based on the likelihood of conversion happening.

– Performance-Based: Bids higher automatically for clicks more likely to lead to conversions.

– Time-Saving: Reduces the need for manual bid adjustments while still offering some level of control.

Cons:

– Limited Control: Less control over individual keyword bids compared to manual bidding.

– Cost: May result in higher CPCs, particularly if conversions are not accurately tracked.

– Learning Period: Requires a slightly longer learning period to optimise bidding based on historical data.

Target CPA (Cost Per Acquisition)

Pros:

– Goal-Oriented: Sets bids to achieve a target cost per acquisition or conversion.

– Automated Optimisation: Adjusts bids in real-time to meet the desired CPA goal.

– Efficiency: Maximises conversion volume while maintaining a specific cost target.

Cons:

– Data Dependency: Relies heavily on historical conversion data to optimise bidding effectively. If you set your target wrong, you can miss out on a lot of volume.

– Conversion Tracking: Requires accurate conversion tracking to measure performance and adjust bids. Please don’t track button clicks as a conversion or that’s what it will go after.

– Limited Flexibility: Less flexibility in budget allocation compared to manual bidding.

Target ROAS (Return On Ad Spend)

Pros:

– Revenue Focus: Maximises revenue by setting bids based on the desired return on ad spend.

– Automated Optimisation: Adjusts bids to achieve the target ROAS goal, optimising for profitability.

– Performance-Based: Prioritises bids for keywords with higher revenue potential.

Cons:

– Data Requirements: Relies on accurate revenue tracking and conversion data to optimise bidding. More accurate data usually equals better results.

– Complexity: Requires a clear understanding of profit margins and revenue goals to set an effective ROAS target.

– Risk of Overspending: May result in higher costs if ROAS targets are too aggressive or inaccurate. However, you will have likely driven incremental revenue at your target so it’s not all bad.

Maximise Clicks

Pros:

– Automatic Bidding: Automatically sets bids to maximise the number of clicks within a specified budget. But who wants just clicks?

– Time-Saving: Reduces the need for manual bid adjustments, allowing focus on other campaign optimisations.

– Budget Control: Helps ensure full utilisation of the budget by maximising click volume. However, once again, clicks don’t mean a lot if nobody converts?

Cons:

– Lack of Conversion Focus: Prioritises clicks over conversions, which may not always align with business objectives. Our point exactly.

– Limited Performance Tracking: Doesn’t optimise for conversions or revenue, potentially leading to lower ROAS.

– Risk of Click Fraud: May attract low-quality clicks or invalid traffic without proper monitoring and filtering.

Conclusion:

So now you can know the Top Google Ads Bid Strategies. Each bidding strategy in Google Ads offers unique advantages and challenges. By understanding the nuances of each approach and aligning them with specific campaign goals and objectives, you can optimise bidding strategies to maximise ROAS and drive the results you’re optimising towards, please just ensure you’re using the right one.

If you need assistance with optimising your paid search campaigns, our team at The Ad Lounge is here to help. Contact us today to learn more about our services and how we can support your Google Ads efforts.

When used correctly, Google Ads Assets for Maximising Campaign Performance can help you reach potential customers actively searching for your product or service. Now, there are a number of add ons you can add to your ad to make it more appealing. Assets (formerly known as extensions) are powerful tools that allow you to enhance your ads with additional information and features. They can make your ads more compelling, improve visibility, and ultimately drive better results for your campaigns.

Our Top 5 Assets for Maximising Your Campaign Performance

Let’s break down what assets are and review the top 5 to incorporate into your Google Ads strategy

1. Sitelink Assets: Sitelink assets provide additional links below your ad that direct users to specific pages on your website. They offer users more options to explore your site and find what they’re looking for quickly. Use site link extensions to highlight popular products or services, special offers, or important pages like Contact or About Us.

2. Callout Assets: Callout assets allow you to add short, descriptive text snippets to your ads that highlight key benefits or features of your products or services. They provide valuable information to users and can help differentiate your ad from competitors. Use callout extensions to showcase unique selling points, promotions, or guarantees.

3. Location Assets: Location assets display your business address and phone number alongside your ad, making it easier for users to find and contact you. They’re particularly useful for businesses with physical locations, such as retail stores or restaurants. Use location extensions to increase foot traffic to your store or encourage users to call for more information.

4. Call Assets: Call assets add a clickable phone number to your ads, allowing users to call your business directly from the search results. They’re ideal for businesses that rely on phone calls for lead generation or customer inquiries. Use call extensions to make it convenient for users to reach you and increase the likelihood of conversions.

5. Structured Snippet Assets: Structured snippet assets allow you to highlight specific categories or aspects of your products or services. They provide additional context to your ads and help users understand what you offer. Use structured snippet extensions to showcase product categories, service offerings, or unique features that set your business apart.

Conclusion:

Google Ads extensions are invaluable tools for maximising the effectiveness of your advertising campaigns. By incorporating site link, callout, location, call, and structured snippet extensions into your ads, you can provide users with more relevant information, improve visibility, and drive better results. Experiment with different combinations of extensions to find what works best for your business and goals.

Ready to take your Google Ads campaigns to the next level?
Start taking advantage of Ads assets today to boost visibility, engage potential customers, and drive better results. Experiment with different extensions to see what works best for your business, and capitalise on your improved ad performance.

In the fast-paced world of business, the importance of a well-crafted digital marketing strategy cannot be overstated. As a business owner, your success hinges on your ability to understand the digital landscape effectively and somehow reach your target audience. In this article, we’ll explore why developing a robust digital marketing strategy for businesses of all sizes and industries.

Understanding the Essence of a Digital Marketing Strategy:

Before diving into specifics, let’s clarify what exactly a digital marketing strategy entails. Essentially, it’s a comprehensive plan outlining how your business will leverage digital channels to achieve its goals. From identifying your target audience to selecting the most effective marketing tactics and allocating resources, a well-thought-out strategy is essential for driving results.

Digital Marketing Strategy for Your Business: Why it Matters?

1. Clarity of Purpose: A well-defined strategy provides clarity of purpose, ensuring that every action you take is aligned with your business objectives. Whether your goal is to increase brand awareness, drive website traffic, or boost sales, a clear strategy guides your efforts in the right direction.

2. Optimised Resource Allocation: Without a strategy, resources. Such as time, money, and manpower can easily be wasted on ineffective tactics. By outlining your priorities and allocating resources strategically. You can maximise efficiency and ROI for your business.

3. Precision Targeting: One of the key benefits of a digital marketing strategy is its ability to target specific audience segments with tailored messaging. By understanding your audience’s preferences, behaviours, and pain points. You can create campaigns that resonate and drive engagement.

4. Measurable Results: A solid strategy lays the groundwork for effective measurement and analysis. By defining key performance indicators (KPIs) and implementing tracking mechanisms. You can gauge the success of your campaigns, identify areas for improvement, and make data-driven decisions.

How Digital Marketing Strategies Drive Success: 2 Real-World Scenarios

Let’s consider a couple of hypothetical scenarios to illustrate the impact of a digital marketing strategy:

Scenario 1: Local Restaurant Chain

– Without a strategy: The restaurant runs sporadic social media posts and occasional email promotions without a clear direction. Results are inconsistent, and it’s difficult to measure the ROAS of their efforts.

– With a strategy: After conducting market research, the restaurant identifies key demographics and consumer preferences. They develop a targeted strategy that includes localised social media ads, influencer partnerships with local food bloggers, and email newsletters promoting special offers. As a result, they see a significant increase in foot traffic and online reservations, directly attributable to their strategic approach.

Scenario 2: E-commerce Startup

– Without a strategy: The startup launches Google Ads and social media campaigns without a thorough understanding of their target audience and competition. Results are lacklustre, with high ad spend and minimal conversions.

– With a strategy: After conducting market research and competitor analysis, the startup develops a comprehensive digital marketing strategy. They implement targeted Paid Search campaigns, understanding their profit margins and can work out a target CPA then use email marketing to nurture leads. As a result, they experience a surge in website traffic, conversions, and sales, thanks to their strategic approach.

Conclusion:

In today’s digital age, a well-crafted digital marketing strategy is essential for business success. It provides clarity of purpose, optimises resource allocation, enables precision targeting, and facilitates measurable results. By investing time and effort into developing a robust strategy, you can position your business for growth and success in the digital realm.

To explore how our digital marketing and advertising agency can help your business develop a winning strategy tailored to your unique needs, visit www.theadlounge.co.uk/get-in-touch

Understanding the magic, the profitable number you should spend on acquiring a new customer for your business, whether it be for your agency, an ecommerce brand, or a plumbing company, is no easy feat and unfortunately does take some brain power to work out. In this article, we explain how much should you spend to acquire a new customer. Below we’ve created a list of what you need to review to work out a very top line figure for your business. Now, the reason for doing this is the following:

Say you’re an online brand that sells mens clothing and your average order value per person currently sits at £25. If you start running ad campaigns and it costs more than that to acquire a new customer, you’ll likely turn it off and go back to the drawing board because you feel like you’re losing money. On paper, you are, but digging into the finer details will actually help you work out your break even and how much you should actually spend for every new customer.

How To Acquire New Customers?

Determining a cost per new customer target for Google Ads involves several steps to ensure it aligns with your business goals and financial capabilities. Here’s a step-by-step guide to help you know how much should you spend to acquire a new customer and target for your Google Ads campaigns:

Understand Your Business Goals:

– Start by clearly defining your business objectives related to customer acquisition. Are you aiming to increase sales, promote brand awareness as a new business or start getting your first sale through paid search campaigns? These examples all have different equations.

Calculate Customer Lifetime Value (CLTV):

– Now this is an important one. Determine the average revenue generated from a customer over their entire relationship with your business. Consider factors such as repeat purchases, upsells, and customer retention rates. To dig further in, you need to know how long on average customers by from you before moving on,

– Calculate the CLTV by subtracting the average cost of acquiring and serving a customer from the average revenue generated from that customer over their lifetime. The revenue generated and profitability per new customer should be two separate figures so you can further understand the profitability per new customer.

Understand Your Profit Margins:

– Evaluate the profit margins associated with your products or services. Calculate the difference between the revenue generated from a sale and the total cost of goods sold (COGS), including production, marketing, and overhead expenses. This will take you time and will allow you to get an indication of how much you have to play with to get anyone in the first place. At this point you will have a breakeven figure and then you need to work with your paid search agency or in-house team to work out how much profit you’re willing to shave off to acquire new business.

Set Realistic Conversion Rates:

– Estimate the conversion rates for your Google Ads campaigns based on historical data, industry benchmarks, and campaign performance metrics. If you had someone running it that wasn’t overly experienced then you may want to get a second opinion/take that number with a grain of salt.

– Consider factors such as ad targeting, ad copy effectiveness, landing page experience, and competition in your industry. Best case scenario here is letting the data doing the talking from running good quality campaigns.

Determine Acceptable Acquisition Costs:

– Based on your CLTV, profit margins, and conversion rates, establish a target cost per new customer that ensures profitability and sustainability for your business.

– Consider your business’s financial resources, growth objectives, and competitive landscape when setting the target acquisition cost.

Now the formula is the following:

CAC = Cost of sales + marketing spend / number of new customers acquired.

Now whilst there are other factors in there to give you a more accurate figure (like using UTM data to exclude spend from returning customers etc), this is a good starting point. It is now your job to reduce it if too high or scale the amount of new customers in.

The Customer Lifetime Value (CLTV) to Customer Acquisition Cost (CAC) Ratio measures the relationship between the lifetime value of a customer and the cost to you of acquiring that customer. The LTV:CAC ratio is calculated by dividing your LTV by CAC. This ratio here is a signal of profitability.

Conduct Test Campaigns:

– Run test campaigns on Google Ads with varying budgets, targeting options, ad creatives, and bidding strategies to assess their effectiveness in acquiring new customers.

– Monitor campaign performance metrics such as cost per click (CPC), conversion rate, cost per acquisition (CPA), and return on ad spend (ROAS) to refine your cost per new customer Target.

Optimise Campaigns:

Continuously optimise your Google Ads campaigns based on real-time data and insights to improve their efficiency and effectiveness.

Adjust targeting parameters, ad messaging, bidding strategies, and budget allocations to achieve your desired cost per new customer target while maximising ROI.

By following these steps and closely monitoring your Google Ads campaigns’ performance, you can determine a cost per new customer target that aligns with your business objectives, profitability goals, and marketing budget. Adjustments may be necessary over time as market conditions, competition, and consumer behaviour evolve.

Conclusion

When deciding how much you should spend to acquire a new customer, consider factors like customer lifetime value, profit margins, and marketing efficiency. A balanced approach ensures a sustainable CAC while maximizing your ROI. Regularly analyze and optimize your strategy to keep acquisition costs manageable and drive long-term growth.

Digital marketing consulting helps businesses create effective strategies, optimize campaigns, and drive growth. Experts analyze data, improve SEO, and enhance ROI. Whether you’re a startup or an established brand, the right guidance ensures better results. Stay ahead of the competition with expert Digital Marketing Consulting in UK today!

Are you struggling to make your video content stand out and reach your target audience?
Look no further – YouTube advertising is the answer! In today’s digital age, video advertising has become essential for businesses looking to capture the attention of online users. But, how to do YouTube ads properly in 2025 to maximise your reach and engagement?

In this article, we will unveil the secrets to creating effective YouTube ads that captivate your audience and drive conversions. From understanding different ad formats to optimising your targeting options, we will provide you with step-by-step instructions to get the most out of your YouTube advertising campaigns.

Are YouTube Ads Effective? The True ROI in 2025

YouTube ads are highly effective due to the platform’s immense popularity and user engagement. With billions of daily video views and a diverse user base, YouTube offers businesses a unique opportunity to reach their target audience through targeted video ads. Here are a few reasons why YouTube ads are so effective:

Firstly, YouTube has a massive reach. As mentioned earlier, YouTube boasts over 2 billion logged-in monthly users, making it the second-largest search engine globally. This vast user base provides advertisers with access to a diverse audience, spanning different demographics, interests, and locations.

Secondly, YouTube ads allow for precise targeting. With advanced targeting options, businesses can ensure their ads are shown to the right audience at the right time. YouTube offers targeting criteria such as demographics, interests, topics, keywords, and remarketing. This level of targeting precision ensures that your ads are reaching the most relevant users, increasing the chances of engagement and conversions.

Thirdly, YouTube ads offer various ad formats to suit different advertising goals. From skippable ads to non-skippable ads, bumper ads, overlay ads, and more, businesses can choose the format that aligns with their objectives. For example, skippable ads are ideal for creating brand awareness, while non-skippable ads are better suited for driving immediate actions.

Another reason why YouTube ads are effective is the ability to measure and optimise ad performance. YouTube provides detailed analytics and reporting metrics, allowing businesses to track the success of their ads and make data-driven decisions. This data-driven approach enables businesses to continually optimise their ads for better performance, ensuring maximum return on investment (ROI).

The Rise of Video Advertising: Trends, Benefits, and Best Practices

Video advertising has experienced tremendous growth in recent years, thanks to the increasing popularity of online video content consumption. According to statistics, more than 85% of internet users in the United States watch online videos regularly, with YouTube being the go-to platform for video consumption. The rise of video advertising can be attributed to several factors.

Firstly, videos have a higher engagement rate compared to other forms of content. They are visually appealing, dynamic, and provide an immersive experience for viewers. Moreover, videos allow businesses to convey their brand message more effectively, as they combine visuals, audio, and storytelling elements.

Secondly, video advertising on YouTube offers unparalleled reach. With over 2 billion logged-in monthly users, YouTube provides businesses with access to a vast audience base. Additionally, YouTube’s advanced targeting capabilities enable businesses to reach their desired audience based on demographics, interests, and behaviors. This combination of reach and targeting makes YouTube ads an ideal choice for businesses looking to maximize their advertising impact.

Lastly, video advertising on YouTube is highly cost-effective. Unlike traditional TV advertising, which requires a significant investment, YouTube ads can be tailored to fit any budget. Advertisers have control over their spending, with options to set daily budgets and bid amounts. This flexibility makes YouTube ads accessible to businesses of all sizes, from startups to multinational corporations.

YouTube Ad Formats Explained: Which One is Best for Your Business?

YouTube offers various ad formats to suit different marketing goals and budgets. Understanding the different types of YouTube ads will help you choose the right format for your campaign. Here are the most common YouTube ad formats:

1. Skippable In-Stream Ads: Skippable in-stream ads are video ads that play before, during, or after YouTube videos. Viewers have the option to skip the ad after 5 seconds. These ads are great for brand awareness and driving high value actions. I’m consciously not writing conversions as it really depends what you’re tracking, plus video isn’t a volume conversion driving platform.
   
2. Non-Skippable In-Stream Ads: Non-skippable in-stream ads are video ads that viewers must watch before they can access the video content. These ads can be up to 15 seconds long and are best suited for short and impactful messages.
   
3. Bumper Ads: Bumper ads are short, non-skippable video ads of up to 6 seconds. These ads are ideal for delivering quick brand messages and are typically used to reinforce other ad campaigns.
   
4. Video Discovery Ads: Video discovery ads appear alongside YouTube search results, on the YouTube homepage, and as related videos. They consist of a thumbnail image from the video and a headline. When a user clicks on the ad, they are taken to the video’s YouTube watch page or a brand’s website.
   
5. Overlay Ads: Overlay ads are semi-transparent banner ads that appear on the lower portion of a video. They are suitable for driving website traffic or promoting a specific product or service.

Now that you’re familiar with the various YouTube ad formats, let’s explore the targeting options available to ensure your ads reach the right audience.

YouTube Advertising Targeting: Demographics, Interests & More

To maximise the effectiveness of your YouTube ads, it’s crucial to target the right audience. YouTube provides several targeting options to help you reach the most relevant viewers. Here are the key targeting options you can utilise:

1. Demographic Targeting: With demographic targeting, you can choose to show your ads to specific age groups, genders, parental status, or household income levels. This option allows you to tailor your ads to suit your target audience.
   
2. Interest-based Targeting: Interest-based targeting enables you to reach viewers based on their interests and behaviours. YouTube analyses users’ search histories, watch histories, and other factors to determine their interests. This targeting option helps you align your ads with the interests of your target audience.
   
3. Topic Targeting: Topic targeting allows you to select specific content categories or topics related to your business. This ensures that your ads are displayed alongside relevant videos, increasing the chances of capturing the attention of your target audience.
   
4. Placement Targeting: Placement targeting allows you to choose specific YouTube channels, videos, or websites where you want your ads to appear. This option gives you control over the placements of your ads, ensuring they are seen in the right context.
   
5. Remarketing: Remarketing allows you to show your ads to users who have previously interacted with your videos, channel, or website. This targeting option is effective for re-engaging with potential customers and driving high value actions.

Now that you understand the targeting options available, let’s move on to creating a YouTube ad campaign.

YouTube Ad Campaign Setup: Targeting, Budgeting, and Optimization

To create a successful YouTube ad campaign, follow these steps:

1. Define Your Campaign Objective: Start by identifying your campaign’s primary objective. Do you want to increase brand awareness, drive website traffic, or generate conversions? Defining your objective will help you structure your campaign effectively.
   
2. Set Your Budget: Determine how much you are willing to invest in your YouTube ad campaign. YouTube offers different bidding options, including cost-per-view (CPV) and cost-per-thousand-impressions (CPM). Choose the option that aligns with your budget and campaign goals.
   
3. Create Engaging Video Content: Develop compelling video content that captures the attention of your target audience. Keep your videos concise, visually appealing, and focused on delivering your key message. Remember, the first few seconds are crucial to grab viewers’ attention.
   
4. Upload Your Video to YouTube: Once your video is ready, upload it to your YouTube channel. Ensure that your video is set to public or unlisted, depending on your campaign strategy.
   
5. Set Up Your Campaign in Google Ads: Link your YouTube channel to a Google Ads account and navigate to the “Campaigns” tab. Click on the “+” button to create a new campaign and select “Video” as the campaign type. Follow the prompts to set up your campaign, including selecting your ad format, targeting options, and budget.
   
6. Optimise Your Ad Settings: Fine-tune your ad settings to ensure your ads are reaching the right audience. Adjust your targeting options, ad scheduling, and device targeting to maximise your campaign’s performance.

Now that your YouTube ad campaign is up and running, let’s explore some best practices for creating effective YouTube ads.

Best Practices for YouTube Ad Creation

To create compelling and effective YouTube ads, follow these best practices:

1. Capture Attention Quickly: Start your video with a captivating hook to grab viewers’ attention within the first few seconds. Use engaging visuals, intriguing questions, or compelling storytelling to pique viewers’ curiosity.
   
2. Keep it Concise: Keep your videos concise and focused. Viewers have short attention spans, so make every second count. Aim for videos that are between 15 and 30 seconds in length, ensuring your message is delivered effectively.
   
3. Tell a Story: Use storytelling techniques to create an emotional connection with your audience. Tell a story that resonates with your target audience, highlighting the benefits or solutions your product or service offers.
   
4. Include a Call-to-Action (CTA): Every YouTube ad should include a clear and compelling call-to-action. Whether it’s to visit your website, subscribe to your channel, or make a purchase, guide viewers on the next steps they should take.
   
5. Optimise for Mobile: With the rise of mobile usage, it’s essential to optimise your YouTube ads for mobile viewing. Ensure your videos are visually appealing on smaller screens and that your text is easily readable.

By following these best practices, you can create YouTube ads that effectively engage your audience and drive results. But how do you measure the success of your YouTube ad campaigns? Let’s find out.

Measuring YouTube Ad Success: View Rate, CTR & CPV Insights

To measure the success of your YouTube ads, you need to track key performance metrics. Here are the metrics to monitor:

1. Views: Track the number of views your ad receives to gauge its reach and exposure.
   
2. View Rate: The view rate measures the percentage of viewers who watched your ad after it was shown. A higher view rate indicates a more engaging ad.
   
3. Click-through Rate (CTR): The CTR measures the percentage of viewers who clicked on your ad after seeing it. A higher CTR indicates that your ad is resonating with your audience.
   
4. Video Played To %: Depending on if your video is skip/non skip, this metrics can be useful. Understanding where the drop off rate is at scale will allow you to create new versions which address that moment in time where most people leave. You can also look at what part has the highest interest and make new variations.
   
5. Cost-per-View (CPV): The CPV measures the average cost you pay for each view of your ad. Monitoring the CPV helps you optimise your budget and campaign performance.

Conclusion:

By analysing these metrics, you can identify areas for improvement and refine how to do YouTube Ads properly in 2025.

YouTube advertising offers immense opportunities for businesses to reach their target audience and drive conversions. By understanding the different ad formats, utilizing effective targeting options, and following best practices, you can create YouTube ads that captivate your audience and generate results.

Remember to define your campaign objectives, create engaging video content, and optimise your ad settings to maximise your campaign’s performance. Track key performance metrics to measure your success and make data-driven decisions to improve your YouTube ad strategy.

Unlock the power of YouTube advertising with the UK’s top social media ads agency. Elevate your marketing, reach your ideal audience, and see real results. Start creating effective YouTube ads today and see the impact they can have on your business.

Welcome to the world of digital marketing. The internet is an incredible space, overflowing with knowledge, entertainment, and, of course, endless cat videos. With just a few clicks, companies can reach millions of people, share their messages, and build lasting connections. This ability to engage with audiences on such a massive scale makes digital marketing an essential tool for businesses today. If you’ve been hesitant to dive in, it’s understandable. The digital marketing world can seem complex at first. But don’t worry. This article What are the basics of digital marketing for Beginners will help you get started with confidence.

What is Digital Marketing?

Digital marketing is all about promoting products or services using digital channels such as websites, social media, email, and search engines. Essentially, it’s about reaching your target audience where they spend a significant chunk of their time – online!

The Basics of Digital Marketing for Beginners:

Now, let’s break down the key pillars of digital marketing:

1. Search Engine Optimisation (SEO): Ever Googled something and found exactly what you were looking for on the first page of results? That’s the magic of SEO. It’s about optimising your website to rank higher in search engine results, making it easier for potential customers to find you. You create content to host on your website and set it up in a way that allows people to find it by answering highly sought after questions.

2. Pay-Per-Click (PPC) Advertising: Ever noticed those sponsored ads that pop up when you’ve searched for something either on Google, Microsoft Ads or a number of other search engines? That’s PPC advertising in action. With PPC, you bid on keywords relevant to your business, and your ad appears when users search for those keywords or browse websites related to your industry. Other factors like relevancy, competition and bids to name a few come into play and make it complicated at times.

3. Content Marketing: They say content is king – and for good reason. Content marketing involves creating and distributing valuable, relevant content to attract and engage your target audience. Whether it’s blog posts, videos, infographics, or podcasts, compelling content can help you build trust with your audience and establish your brand as an authority in your industry.

4. Social Media Marketing: Ah, social media – the digital playground where brands and consumers come together to connect, share, and engage. Social media marketing involves using platforms like Facebook, Instagram, Twitter, and LinkedIn to promote your products or services, interact with your audience, and build relationships.

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Conclusion:

Ready to dive into the exciting world of digital marketing? The Ad Lounge is here to help! From crafting relevant content to optimising your website for search engines, we’ve got you covered. Let’s embark on this digital adventure together – because when it comes to digital marketing, the sky’s the limit!

So, there you have it – a crash course in digital marketing 101. Stay tuned for more tips, tricks, and insights from The Ad Lounge, your trusted partner in all things digital!

Google Ads match types are essential tools for advertisers, controlling how search terms trigger ads. Are you looking to enhance your Google Ads strategy and maximise your campaign’s performance? Understanding match types is crucial for reaching your target audience effectively. In this guide, we’ll explore the Google Ads match types in 2025 with examples and evaluate the pros and cons of each approach.

What are keyword match types?

Keyword match types are important for deciding when your ads appear in search results. They range from broad to exact, allowing advertisers to control how closely a user’s search query must match their chosen keywords. This helps effectively target the right audience.

1. Broad Match

Example: If The Ad Lounge uses broad match for its Google Ads campaign, its ad could appear for searches like “digital marketing agency the ad lounge” or “services offered by the ad lounge”. It could even appear for “best lounge setup” if a negative keyword strategy wasn’t being used.

Pros:

– Expansive Reach: Captures a wide range of search queries, increasing visibility.

– Simplicity: Easy to set up, making it ideal for broad audience targeting.

Cons:

– Potential for Irrelevant Clicks: May attract clicks from users outside the target audience.

– Limited Control: Less precision in targeting compared to other match types.

– Budget Control: Likely to spend budget quickly and on irrelevant terms if not managed effectively.

2. Phrase Match

Example: By using phrase match, The Ad Lounge’s ad would display for searches like “best digital marketing agency the ad lounge” or “the ad lounge marketing agency in manchester“.

Pros:

– Moderate Control: Provides more specificity than broad match, ensuring higher relevance.

– Flexibility: Allows for variations in search queries while maintaining keyword order.

Cons:

– Potential for Missed Opportunities: Some relevant search queries may not trigger the ad.

– Risk of Irrelevance: May still capture slightly irrelevant searches, albeit less than broad match. As usual, negative keywords need to be applied at various levels to negate this.

3. Exact Match

Example: Opting for exact match would mean The Ad Lounge’s ad appears only for searches precisely matching the keyword “the ad lounge”.

Pros:

– High Precision: Ensures the ad is shown to users explicitly searching for the specified keyword.

– Reduced Wastage: Minimises irrelevant clicks, improving relevance.

Cons:

– Limited Reach: Restricts the ad’s visibility to exact keyword matches, potentially missing out on related searches.

– Vulnerability to Keyword Variations: Exact match may not capture minor variations in search queries.

4. Broad Match Modified

Example: Using the keyword +The +Ad +Lounge with broad match modifier would trigger the ad for searches like “best ab lounge routine for flat stomach” or “services provided by ad lounge”.

Pros:

– Balanced Approach: Combines the reach of broad match with the specificity of phrase and exact match.

– Controlled Variability: Provides flexibility while ensuring relevance by specifying required keywords.

Cons:

– High Potential for Irrelevance: Still allows for some variation in search queries, leading to occasional irrelevant clicks.

– Ongoing Optimisation Needed: Requires continuous monitoring and adjustment to maintain optimal performance.

Conclusion

Choosing the right match type for your Google Ads campaign is pivotal for achieving your advertising objectives. While broad match offers broad exposure, it comes with the risk of irrelevant clicks. Conversely, exact match ensures precision but will likely limit reach. Consider your goals, budget, and target audience carefully to select the most suitable match type for your campaign.

To explore Google ads match types in 2025 and how our digital marketing and advertising agency can help your business develop a winning strategy.

When starting on your journey of managing Google Ads campaigns. It’s super important not to get frustrated by your lack of understanding and to spend your time focusing on the basics. It really can feel like stepping into uncharted territory and will likely do some for a long time. However, with the right knowledge and strategies. You can navigate these challenges really get to grips with the platform. Understanding the potential of Google Ads for your business. In this comprehensive guide, we’ll delve deep into the harsh realities of how to manage Google Ads campaign as a beginner. The truths about Google ads, and uncover actionable solutions to ensure your success.

Understanding Google Ads: How Google Ads Work?

Google Ads, formerly known as Google AdWords. This an online advertising platform developed by Google that allows businesses to place ads on Google’s search engine results pages (SERPs) and other Google properties. In this guide, we’ll just focus on how to manage Google Ads campaign as a beginner, rather than other ad types like YouTube or Display. It operates on a pay-per-click (PPC) model, meaning advertisers only pay when users click on their ads. Depending on what type of strategy you use. For the most part, you can manage how much you’re willing to pay per click by simply entering a figure. With Google Ads, businesses can reach their target audience. drive website traffic, generate leads, and increase sales, if done correctly.

Important points to note: If your website is not user-friendly, product/service is unsellable/useless or you are paying someone who doesn’t know what they’re doing to run the ads. You’ll just be tipping your money down the drain. We’re sticklers for understanding profit margins so please please please prioritise understanding your numbers first.

Fluctuations in Performance:

One of the harsh realities of managing Google Ads campaigns is the fluctuation in performance metrics. To give an example, these could be click-through rates (CTRs), conversion rates, cost-per-acquisition (CPA), or simply impressions. If you’re still unsure what these acronyms mean We’ve got another article that explains them all. Understanding how metrics impact each other is vital to knowing whether your ads are working or not. These fluctuations in performance can be influenced by various factors, including changes in market conditions, competitor activity, user behavior, errors on your end, website user experience, etc. The list goes on.

Example Solution:

To navigate performance fluctuations effectively. Adopt a data-driven approach to campaign management. What we mean here is, truly understand what your numbers need to look like so you’ve got a path to walk on.

To give an example: If you were selling t-shirts and your RRP was £30 and your overheads were £10 then you’ve got £20 to play with. Now, you don’t want to spend £20 to acquire someone to buy it otherwise you’re breaking even. To go even further, if your target CPA is £10 (meaning you want to make a profit per t-shirt of at least £10).

Let’s break this down to actual metrics. If your average CPC is £2 then it means you’ve got 5 clicks to get a conversion. meaning your conversion rate needs to be at least 20%. Now that’s a very simplified version meaning it gives you an idea of what the numbers need to be like. If you look into your campaigns and the conversion rate is 5% then that means something has to change. Either you need cheaper traffic. A better conversion rate, or a lower profit margin. There are other factors like lifetime value which factor in more but we’ll leave that for another post.

Now this is the point where we should talk about budget. However, that could be a post of its own. For context, we’ll add a basic bit of info here and continue with the t-shirt example. If you’re running the campaigns yourself as a business, rather than an agency you won’t need to factor in agency fees so we’ll keep it to that for now.

If you’re happy to pay £10 to sell t-shirts per person, and you want to sell 300 a month then you simply tie the two numbers to give you a monthly budget = £3000 platform spend. Where it gets complicated is when you’re running the campaigns and the CPA by day will fluctuate. So one day it could be £20 and the other days £7. However, if you put a maximum CPA limit of £10 then this will limit your traffic and you will likely not sell the volume you’re after. Reviewing the performance daily is fine but try not to make huge changes in the account often. For the first 2 weeks leave it then reassess.

Dealing with Performance Issues:

As mentioned above, understanding what you actually need to know before you start shows how crucial it is so you don’t waste money. Even with the seasoned professionals. Performance issues are an inevitable aspect of managing Google Ads campaigns, particularly for beginners. Lack of transparency from Google, changing algorithms, and evolving market conditions can further complicate the optimisation process. There will even be days were there are anomalies and everything is setup and running how it should be, yet no results. Knowing what to look for and amend (if necessary) in those moments is crucial. The reality is that things will go wrong sometimes due to your own fault and other times out of your control. Changing a bid or target too drastically could absolutely tank your volume and other times it could help, you just need to know what you’re doing. When something tanks, we look at GA4 to see if this trend is happening on other channels, this is a great place to start. If you don’t have GA4 setup, this is your reminder. Don’t get us started on cookie policies etc, but if you don’t have that sorted, please please please sort it now.

Example Solution:

Overcoming these challenges isn’t an easy feat or something you can learn overnight. However, focusing on implementing changes that have the biggest impact and ensuring your campaign is set up as best as it can be is a great start. For example, build campaigns out first with the best profit margin. Maximise brand, conduct thorough keyword research – negate irrelevant search terms and optimise ad copy and landing pages for relevance and relatability. Additionally, stay informed about industry updates and best practices through reliable sources.

Negative Keywords:

I probably should have put this first. However here we are. Any paid search expert worth their weight will tell you how important negative keywords are. Probably even more important than keywords themself, well kind of. I cannot stress enough how important it is to exclude search terms that have nothing to do with what you’re selling or your service. Your campaign structure should reflect either different products you’re selling or the services you provide. If service based like a local plumber, our recommendation would be to segment by service and location. If you’re starting out, keep the campaign amount to a minimum and build out. Spreading your budget too thin won’t teach you anything and Google will struggle to learn anything.

Conclusion:

Learning how to manage Google Ads campaign as a beginner. Strategy, and continuous optimization. Start by setting clear goals, selecting relevant keywords, and writing compelling ad copy. By embracing a strategic approach to campaign management. Leveraging the data you get. Staying attuned to performance metrics. You can navigate the platform much quicker. There is a lot more that we could write in this article but let’s start there for now. Stick around for part 2.

If you’re new to digital marketing, navigating the industry’s jargon can be daunting. From SEO and PPC to CTR and CRM. Familiarising yourself with these common acronyms is crucial for effective communication and campaign success. In this article, we’ll demystify numerous digital marketing acronyms and their meanings. Helping you grasp the technical language of the field. If anything, it will help you understand that some people use these to sound like they know what they’re doing so keep an eye out!

You can use this acronym list to effortlessly skim, bookmark, or save for future use. Take your digital marketing acronym game to the next level!

What Are the Digital Marketing Acronyms?

Marketing, branding, outreach, and business public relations are interconnected and complex disciplines. They require extensive knowledge, experience, and talent to master, and they have existed for as long as trade and sales have.

Marketing has become intertwined with information technology and is linked to various legal, technical, and historical matters. Given this, understanding marketing, marketing strategy, trends, and techniques across industries requires a rather intensive education. Whether that education comes through formal study, hands-on experience, or both, you need to learn, master, and utilise at least a few of the most common acronyms in the industry.

A marketing acronym is simply an abbreviation for different types of marketing tools, methods, metrics, and so on. Marketing acronyms can help streamline communication. Provided everyone in the conversation understands their meanings.

These are the essential digital marketing acronyms that EVERY marketer should know.

What Are the Most Popular Digital Marketing Acronyms?

1. CTR – Click-Through Rate: A metric that measures the percentage of clicks an ad receives compared to the number of times it is shown (impressions). It is calculated by dividing the number of clicks by the number of impressions and multiplying by 100.

2. CRM – Customer Relationship Management: A strategy and technology used to manage interactions with customers and potential customers throughout the customer lifecycle, with the goal of improving customer retention and loyalty.

3. ROI – Return on Investment: A measure of the profitability of an investment, expressed as a percentage or ratio. In digital marketing, ROI measures the revenue generated relative to the cost of the marketing campaign, including fees. If you just look at revenue vs campaign spend then it’s ROAS.

4. SEO – Search Engine Optimisation: The process of optimising a website to increase its visibility and ranking in search engine results pages (SERPs), ultimately driving organic (non-paid) traffic.

5. PPC – Pay-Per-Click: A digital advertising model where advertisers pay a fee each time their ad is clicked. Common PPC platforms include Google Ads and Bing Ads.

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6. CPC – Cost-Per-Click: The amount an advertiser pays for each click on their ad in a PPC advertising campaign. It is determined by factors such as bid amount, ad quality, and competition.

7. UX – User Experience: The overall experience a user has when interacting with a website, app, or digital product. UX design focuses on making products easy to use, enjoyable, and effective in meeting user needs and goals.

What are the Online and Offline Marketing Acronyms?

1. B2B – Business-to-Business: A type of commerce transaction that occurs between businesses, such as a manufacturer selling products to a wholesaler or a software company providing services to a corporation.

2. B2C – Business-to-Consumer: A type of commerce transaction that occurs between a business and individual consumers, such as a retail store selling products to customers or an e-commerce website offering goods for sale online.

3. KPI – Key Performance Indicator: A measurable value that indicates the success or effectiveness of a digital marketing campaign or strategy. KPIs may include metrics such as conversion rate, website traffic, and social media engagement. Don’t let someone tell you page likes are a KPI, please!

4. CX: Customer Experience: Every interaction a customer has with a brand or business throughout a commercial transaction process. CX influences the customers’ perception of a brand. A positive CX can help convert potential buyers into customers.

5. ROAS – Return on Advertising Spend: A metric that measures the revenue generated for every pound spent on advertising. It is calculated by dividing the total revenue generated by the total advertising spend and expressed as a ratio or percentage.

What are the Popular Marketing Acronyms?

1. CTA – Call to Action: A prompt or instruction that encourages users to take a specific action, such as “Buy Now,” “Sign Up,” or “Learn More.” CTAs are commonly used in digital marketing to drive conversions and engagement.

2. CRO – Conversion Rate Optimisation: The process of improving the percentage of website visitors who take a desired action, such as making a purchase, signing up for a newsletter, or filling out a contact form.

3. CPA – Cost-Per-Acquisition: A metric that measures the cost of acquiring a customer or lead through a digital marketing campaign. It is calculated by dividing the total campaign cost by the number of acquisitions.

4. CPM – Cost-Per-Thousand Impressions: A pricing model used in digital advertising where advertisers pay a fixed amount for every thousand impressions (views) of their ad, regardless of clicks.

5. SERP – Search Engine Results Page: The page displayed by search engines in response to a user query, which includes organic search results, paid advertisements, featured snippets, and other elements.

6. GA – Google Analytics 4: A web analytics service offered by Google that tracks and reports website traffic, user behaviour, and other important metrics.

7. SMM – Social Media Marketing: A digital marketing strategy that involves using social media platforms such as Facebook, Twitter, Instagram, and LinkedIn to promote products, services, or brands and engage with audiences.

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8. A/B Testing – A method of comparing two versions of a webpage, email, or advertisement to determine which one performs better. A/B testing is used to optimize conversion rates and improve overall campaign performance.

Conclusion:

They help those who know and use them proficiently appear more knowledgeable, more professional, and more capable.

As marketing trends continue to shift, staying updated with digital marketing acronyms will give you a competitive edge in 2025 and beyond. So, keep learning, stay ahead of the curve, make the most of every marketing opportunity, and explore more insights on The Ad Lounge blog today!

Paid search, or PPC (pay-per-click) advertising, can be a powerful tool for driving traffic and conversions. Struggling to see results from your paid search campaigns? Want to know how to improve paid search performance PPC? We’ve been there and are not afraid to admit it. Testing different approaches will help you understand what works, and what really doesn’t. From refining keyword targeting and ad copy to optimising landing pages and bidding strategies, small tweaks can make a big difference. In this guide, we’ll explore practical tips to help you lower costs, increase click-through rates, and maximise your return on investment. Whether you’re new to PPC or looking to fine-tune your approach, these insights will help you get better results.

PPC Advertising: How to improve paid search performance PPC

Here are ten actionable tips to help you optimise your paid search performance and achieve better results:

1. Refine Your Keyword Strategy: Focus on relevant keywords that align with your business goals and target audience. For example, if you’re a Manchester-based bakery specialising in vegan treats, target keywords like “vegan bakery Manchester”, “plant-based desserts” or “dairy free bakery manchester”

2. Craft Compelling Ad Copy: Write ad copy that speaks directly to your audience’s needs and desires. For instance, highlight unique selling points like “handcrafted pastries” or “locally sourced ingredients” to capture attention and encourage clicks. You can even test other ad copy which provides a solution like, “Save time baking and enjoy our vegan baking treats”.

3. Optimise Your Landing Pages: Ensure your landing pages are user-friendly, mobile-friendly and aligned with your ad messaging. If you’re promoting a special offer, you could test creating a dedicated landing page that clearly showcases the offer and makes it easy for visitors to take action, such as “Claim Your Discount Now.” Note this needs to be perfect as this can sometimes come across as spammy. Your main priority here needs to showcasing your business above the fold with clear call to action buttons.

4. Utilise Assets: Take advantage of assets to provide additional information and improve ad visibility. For example, add location extensions to show your business address and encourage local customers to visit your store. You can even add a phone number to get people to directly call your business!

Refine Your PPC Strategy: Update Negative Keywords Now

Regularly review your list of negative keywords to filter out irrelevant searches and improve the quality of your traffic. For instance, if you’re a bakery, you may want to exclude keywords like “gluten-free” if you don’t offer gluten-free options. Your negative keyword list should be expansive as this will save you so much time and money.

6. Focus on Quality Score: Aim to improve your Quality Score by optimising ad relevance, landing page experience, and expected click-through rate (CTR). Higher Quality Scores can lead to better ad placements and lower costs per click (CPC). Note for brand keywords this should be at least 8/10 and non brand at least 4. Anything less you need to take a good look at your account.

7. Monitor Bids and Adjustments: Keep a close eye on your bids and adjust them based on performance data and campaign goals. If you notice certain keywords performing well, consider increasing bids to improve ad visibility and attract more clicks. This only applies if you’re using manual bidding or putting a max CPC bid on the applicable automated bidding strategies.

8. Test Ad Variations: Experiment with different ad variations to identify what resonates best with your audience. Test different headlines, descriptions, and calls to action (CTA) to see which combinations drive the highest click-through rates and conversions. Remember the 15 headlines and 4 descriptions are Google’s idea to make you applicable for more auctions. If you have a small budget, start with less and build out.

9. Refine Audience Targeting: Tailor your audience targeting to reach the most relevant users with your ads. For example, if you’re promoting a new product, target users who have previously visited your website or expressed interest in similar products.

10. Regularly Monitor and Optimise: Continuously monitor your campaign performance and make adjustments as needed to optimise your results. Track key metrics like click-through rate, conversion rate, and return on ad spend, and use this data to inform your optimisation efforts.

Conclusion:

By implementing these ten tips about how to improve paid search performance PPC?
So now you can improve the performance of your paid search campaigns and drive better results for your business. Remember to track your progress, stay informed about industry trends, and continuously refine your strategies for long-term success.

If you need assistance with optimising your paid search campaigns, our team at The Ad Lounge is here to help. Contact us today to learn more about our services and how we can support your digital marketing efforts.