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PPC Advertising

Promote your business where people are actively searching, on Google and Bing. PPC Advertising is available as part of our Accelerate digital marketing solution.

Accelerate

“I want to reach ready-to-buy customers across multiple platforms and drive leads to my business”

A safe pair of hands

As a Google Premier Partner and a Microsoft Advertising Elite Channel Partner, we know PPC inside out. We are certified, have extensive experience managing campaigns, and have earned a reputation for delivering results for SMEs across the UK.

Learn more about how PPC advertising works

What is PPC advertising?

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PPC advertising platforms like Google Ads (previously called Google AdWords) allow you to bid against competitors for a place in the coveted “sponsored ads” areas in search engine results. This helps you to get in front of thousands of potential customers instantly, and take them straight to your website to buy your products and services.

Your ad will appear in search results based not just on your bid, but several other factors including the quality and relevance of the web page it’s linking to. This means that if your page is of good quality and the search engine thinks it’s the best result, you could still appear above a competitor even if they bid more than you. You only pay when someone clicks on the ad to come to your website, hence “pay per click”.

Factors to consider when running a PPC campaign include:

  1. Which keywords you’d like your ad to appear for – these can range from your brand name to different products you sell or services you provide. More popular search terms are likely to cost more.
  2. How much you’re willing to spend for each customer to click through to your site – this is called the cost-per-click (CPC) and you set ‘bids’ to show the maximum amount you want to spend.
  3. What your ad or campaign will say – many search engines will analyse the quality of your advert text and use this to prioritise how often it’s shown.

There are many great benefits to using Pay-Per-Click advertising to drive more traffic to your site, including:

  1. Visibility – your ad is likely to feature in some of the more ‘visible’ areas of search engine results pages, so potential customers are more likely to click through to visit your website.
  2. Immediate results: from the moment you set your ads live, you can start seeing results; unlike organic listings which can take months to appear.
  3. Easy to change: adjusts to your budget, however large or small.
  4. Cost-effective: you only pay when someone visits your website.
  5. Targeted: to specific locations, demographics, and times of the day.
  6. Measurable: results are completely trackable so you can easily streamline and improve your advertising.

Pay-Per-Click advertising includes a lot of jargon and many terms you may not recognise – here are some of the important ones you may come across:

  1. Ad Copy – the text within your ad
  2. Ad Extensions – additional pieces of information you can include in your PPC ads, such as a phone number, or additional links to different pages on your website
  3. Ad Group – a grouping of keywords that all fit into similar topics or target similar types of audience
  4. Automated (Auto) Bidding – a feature that automatically adjusts bids to deliver a goal that you set. This may be a cost per acquisition or cost per view amongst other things.
  5. Bid – the amount of money you’re willing to spend on each of your ads. Also known as a keyword bid.
  6. Bid Modifiers – adjust a bid based on device, location, or time
  7. Call Tracking – tracking the number of people that call your business as a result of having seen your ad
  8. Click-Through Rate – a percentage measure of how many users have seen your ad, and ultimately choose to click on it
  9. Conversion – the action you want your customer or visitor to make once they’ve come through to your site. Examples include purchasing a product, booking an appointment, or leaving their contact details
  10. Conversion Rate – a percentage measure of how many users completed a conversion action (e.g. a call) after clicking through to your website
  11. Conversion Tracking – a tool to help you see what actions a visitor takes on your site after interacting with your ad
  12. Cost Per Conversion– the average amount you as an advertiser have paid for each conversion generated by an ad
  13. Cost Per Click – the amount you as an advertiser will pay for each click on your ad
  14. Display Network – known in Google as Google Display Ads, these are paid ads that use images or video in the creative rather than the simple text ads usually seen on search results pages
  15. Geotargeting – a feature or tool that allows you to target your ads so they’re only seen by people within a certain location
  16. Impressions – a count of each time your ad is shown on a search result page
  17. Keyword – the specific phrase or search term you would like your ad to show for
  18. Landing Page – the specific page you’d like your ad to take your visitors to
  19. Match Type – rather than working out every word your customers might search for, match types allow your keywords to show for closely related similar searches
  20. Quality Score – the rating used by search engines to determine the credibility, relevance, and strength of your ad, which is used when prioritising which ads are shown
  21. Remarketing List (RLSA) – a function that allows you to re-target people who have already visited your site. You can shape your ads and bids to appeal to them in a different way

What you get with Smart Performance

PPC works best when combined with Display and Social Advertising, as the returns are proven to be far greater than PPC advertising alone. This is why we now only sell PPC advertising as part of our innovative Smart Performance solution. Smart Performance is a fully managed multi-channel advertising solution that helps drive potential customers to your website using social media, search and display advertising, working together to maximise the return on your investment.

Combining PPC with Display and Social advertising helps ensure that those visitors who don’t immediately convert continue to receive messages promoting your business, driving them back to your website and maximising your PPC investment.

Feature Smart Performance
Channels Search Google Search
Microsoft Advertising
Social Facebook
Instagram
Display Google Display Network
Facebook Audience Network
Budget Shared across all of your chosen channels
Daily bid and budget optimisation
Creatives Instant ad creation across all channels
Ad consistency across all channels
Unlimited ad amendments and refreshes
Targeting Highly relevant and focused keywords on Search
Target by age, gender, location and interests on Social
Target by interests and audiences on Display
Yell.com retargeting
Previous website visitor retargeting
Conversion Tracking Call Tracking
Call Recording
On-Site Conversion Tracking – including contact form submissions, email hyperlink clicks and brochure downloads
Ad Extensions (Search) Call Extensions
Location Extensions
Sitelinks
Reporting Unified reporting across all chosen channels
Access to an online dashboard with stats updated daily
Monthly summary reports by email

* Monthly charges displayed are inclusive of campaign management fees

why choose yell business

Partner with us
to achieve your goals

We create and manage powerful solutions that help you capture attention, drive leads and maximise ROI.

Don’t just take it from us – we’ve been named no.1 for managed digital advertising for local businesses in the UK!*

Here’s why businesses like yours trust us with their marketing:

SMOOTH ONBOARDING & ONGOING SUPPORT

POWERED BY TOP TECHNOLOGY & SPECIALISTS

HELP & ADVICE WHENEVER YOU NEED IT

24/7 PERFORMANCE ANALYTICS DASHBOARD

As a partner of Meta and Microsoft, as well as one of the UK’s top Google partners, we know how to level up your marketing and help your business succeed.

*We’re number 1 among direct competitors (those that target local businesses regardless of the customer’s industry)

Want a Premier service tailored to your exact needs?

At the Yell Agency, we combine the knowledge we have about your business with our advanced digital marketing skills to design bespoke online marketing campaigns for your business (minimum spend applies).

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Consultation

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3

Build

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Launch

We’ll optimise your solution for maximum return on investment

5

After go live

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1

Get in touch

Speak to us for a free digital marketing consultation

Consultation

We’ll work with you to understand your business & needs

2

3

Build

We’ll recommend & tailor a solution to meet your goals

Launch

We’ll optimise your solution for maximum return on investment

5

After go live

We’re with you every step of the way with help, support & guidance

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