With Pay Per Click advertising being all about buying visits for your website, rather than gaining visitors organically, it’s essential you have a good PPC Manager or digital marketing agency partner. After all, everyone wants to be rewarded by search engines for devising great PPC campaigns that are relevant, targeted and effective. To ensure you generate the desired levels of leads it’s fundamental you have a good PPC Manager but what kind of traits should you be looking for?

Business understanding

Whether you have a PPC Manager in-house or you’re using a digital marketing agency like Clever Marketing, both must have a good grasp of your business. Not just the products or services you provide but how the business makes money and what the value of each lead is.

Proactive approach

Your PPC Manager should always advise on which strategy will generate the results you require. It’s not just about the tactical activity. A PPC Manager must be someone who is truly focused on your business and who can seek out those opportunities for you. This doesn’t just mean the leads and revenue that was generated yesterday but understanding wins and the losses as well as making necessary adjustments. A proactive PPC Manager will also test your accounts more often and be on top of the results so you can gain a competitive advantage.

Always on the ball

You want your PPC Manager to be continually asking questions about the results of a campaign, spot any consistencies and verify your budget is on track. This is in addition to checking the top spenders, verifying ad positions and following channel performance. New campaigns, ad groups and keywords need to be watched carefully too so any amends can be made swiftly.

Calm under pressure

A good PPC Manager will always be testing and willing to take risks. It’s a great way to stay ahead of the curve. They should be calm under pressure too. If something is not working, they must be able to find the source of the problem and get it back on track. Good communications skills are essential to ensure all relevant parties are kept fully up to date.


You want your PPC Manager to review your account frequently as it’s the most effective way to ensure your paid campaign’s a success. Accounts should be reviewed at least weekly and more frequently if it’s a new campaign. It takes time to filter out the irrelevant searches so this is especially important. Data is a key part of paid search with conversion rates, analysis, landing pages and ads all providing essential information. A good PPC Manager or PPC management agency will be able to discuss conversions, margins and return on ad spend with you so you can get the best return on investment.

Clever Marketing - Surrey Digital AgencyDo you want help with your Pay Per Click Campaigns? Does your business require additional support with paid search? Need a new PPC Manager?

Surrey Digital Agency, Clever Marketing, can act as an extension of your business, becoming your very own marketing department. Contact our Digital Marketing Manager Paul Mackenzie Ross on 020 3146 4341

With the introduction of expandable text ads and trends like audience targeting, device bidding, local search and video advertising, Clever Marketing takes a look at the top PPC trends to use in 2017.

Expandable text ads

Expandable text ads were introduced at the end of January and they’re already generated good results within PPC advertising. While standard pay per click advertising will continue to be visible alongside, it’s not possible to edit the content. Expandable text ads have two headlines in place of the standard one with 30 available characters instead of 25. There’s also an 80 character description field so you have a greater level of personalisation. These ads also use your final URL domain rather than the display URL. All expandable text ads are mobile optimised.

Audience targeting

With audience targeting, you can be even more accurate when it comes to selecting who sees your PPC advertising. Custom combinations can be created for existing audiences and new customers can be attracted based on an interest category for example. Typically a visitor will browse your website an average of six times before getting in contact or making a purchase so it’s important to get this right. Keywords might be the initial trigger but you need to ensure they return. Consider how effective your remarketing campaigns are and whether you bid for the “user intent” based search terms. Speak to your PPC agency if you require support here.

Device bidding

Mobile is the most used channel for web browsing and we’re set to see another rise in usage this year. It’s estimated there will be around 6 billion smartphone users globally by 2020. As such, Google has introduced device level bidding in AdWords (mobile and tablets) so you can adjust bids based on user searches and incorporate these into your marketing plan. This means you can set a default for one kind of device and adjust the others providing you with more flexibility. With CPC’s on the rise, a more targeted campaign will result in lower expenditure and an improvement in conversions. It will also enable you to identify any campaign weaknesses and have greater control.

Local searches

With more people searching locally from their mobile device, it’s essential to think about your competitors – especially if you’re a local business or a non-local brand targeting local traffic. If your business doesn’t come up in search results, it could be a missed opportunity. It’s not just about optimising local search results but local search on mobile. Google places such emphasis on this, it prioritises mobile friendly websites with its algorithm. Customers viewing websites from their tablet or mobile are more likely to use a service or buy a product than those that don’t. Their need is more immediate than if they were at home browsing from a desktop. With local search, your PPC ad has to feel local to encourage click throughs so you must maintain that local feel and use mobile ad extensions where feasible.

Video advertising

Video advertising is not only on the rise, it’s evolving all the time with platforms continually emerging. Social media has seen a huge increase in video content over recent years. Not only does it engage consumers and provide an emotional connection to a particular brand, it’s shareable. While Facebook (and live streaming service Facebook Live) is a dominant player, Twitter now allows creators to monetise video and Pinterest have launched promoted videos. Mobile video is also becoming increasingly popular with 2017 likely to be the year of mobile.

If you’d like to speak to someone about your PPC management, contact Paul Mackenzie Ross at PPC agency Clever Marketing on 020 3146 4341.

Google replaced standard text ads with expanded text ads (ETAs) last month. This change has been regarded as their largest since AdWords launched with expanded text ads visible across all devices.

Expanded text ads are designed to maximise web presence and mobile search results as they have a longer headline and description. They offer more prominent headlines with two 30-character fields instead of one. It’s worth highlighting headline one is more important the second headline but the two need to work together.

Descriptions have been merged into an 80-character field, previously there were two 35-character description lines. In addition, AdWords now automatically extracts the domain of your final URL and shows it as your ad’s display URL. This can also include two “path” fields where you can add copy to show visitors what they can expect when they click on your ad.

With these changes comes an opportunity to create much more eye-catching ads, resulting in greater visibility. Expanded text ads are mobile-optimised too so there’s no need to alter the settings when creating or editing. They’re also supported by the same AdWords tools as standard text ads were.

Do take advantage of the additional characters as longer headlines increase your clickable space. You must, however, ensure you review your entire ad creative when devising your expanded text ads. Write compelling and relevant copy that outlines your key point of difference while not forgetting about keywords, which feature in the path fields. The quality of your ads matters to Google, so don’t rely on the additional characters doing the leg-work for you!

Test and optimise your expanded text ads ensuring each works well on mobile and do experiment with different variations to see what performs best. You should test both new and old format ads next to each other, evolving your expanded text ads until they surpass the standard ads. Standard ads should continue running alongside expanded text ads up to this point.

If you’d like to read more, see the PPC Services we offer.

Need to get more out of your text ads? Contact Paul Mackenzie Ross, our Digital Marketing Manager at Clever Marketing, on 020 3146 4341.

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