Pay-Per-Click Advertising

At Monster, we don’t believe in a one size fits all solution for PPC, we spend time listening; assessing your business objectives, and aligning them with a strategy which uses the most suitable strands of PPC for you.

What we do
At Monster, we don’t believe in a one size fits all solution for PPC, we spend time listening; assessing your business objectives, and aligning them with a strategy which uses the most suitable strands of PPC for you.

Search Advertising

Search advertising is the method of  advertising through search engines. The most commonly known in Google AdWords, then Yahoo has Yahoo! Advertising!, and Microsoft has adCenter. Search advertising uses Pay-Per-Click (or PPC) where businesses pay for every user that clicks on their advert. It works by ‘bidding’ on specific search terms, or ‘keywords’ that are relevant to you. Then, when a user searches for your keyword, your advert will appear at the top. On Google you can tell when an advert has been paid for because there will be a small, green ‘Ad’ symbol. For example, if your company sells dog bowls, you can add the keyword “buy dog bowls” to your campaign, then when people search for “buy dog bowls”, your ad may appear on the search engine results page.

Mastering search advertising is all about choosing and bidding on the right keywords. You need to know which keywords will return the best results, they can be single words or phrases, and should be highly relevant to your business. A high quality ad will usually lead to lower costs and better ad positions. Once you’ve determined your keywords, you need to enter an auction, this will dictate whether your ad will show or not. There are a few factors to consider, such as keyword quality and your competition. It also helps to have your keywords somewhere on your landing page.

You can also exclude keywords from your search advertising campaign. They are called ‘negative keywords’, making sure your ad only shows to the audience you want, and reduces your costs. For example, if you sell dog bowls but not cat bowls, you can exclude the word ‘cat’, so your ad doesn’t appear for people searching for cat bowls.

Google has some great tips for setting up search advertising:

  • How many keywords should I have? 5-20 is recommended per ad group
  • Should I group keywords? Yes! You should try and group keywords into similar theme based upon your products or services. For example, if you are a pet store, you could have a group of keywords for “dog leads” or “cat food”.
  • Think about your keywords! This is the most important. Google suggests keywords consisting of 2-3 works are most effective. And remember, relevance is king!

If you need help with choosing your keywords or setting up your search advertising campaigns, then get in touch with Monster to see what we can do for you.

Social Advertising

Most people involved with websites know about PPC, but these days social advertising is just as important. It is just the social media equivalent of pay-per-click. It is so popular that it is now considered its own entity. The list includes Facebook, Twitter, Instagram, Snapchat, LinkedIn, and the list goes on.

Social advertising usually works by setting a budget, and then charging on a cost per click basis, but can also give reports detailing number or shares, impressions, comments, likes etc. Unlike search PPC, it offers deeper engagement with users, such as replying to comments from people directly interested in your ad. It is also more display oriented, using graphics and images instead of just text.

Facebook is a great place to start, and has a range of options, like videos, slideshows, carousels, photos, discounts. All of these can be made for free, and then converted into social advertising by adding a budget to get them to a wider audience. Audiences can be targeting by demographics, interests and people that have already visited your website by adding some code onto your pages (Facebook Pixel).

You can also see how many people are engaging with your post versus how many impressions you get, giving an indication on whether you need to improve your advert or not. Maybe the call to action could be clearer, or maybe its too busy or too simple. You could also try running multiple campaigns at once, and see which is getting the best results.

If you are going to use social advertising, make sure your social media page is up to date with business info, even if you don’t post constantly. The more followers you have, the easier it is to spread your promotions. This gives users confidence. Also, think about your demographic. There is no point spending on advertising on Snapchat if your audience is over 60, and there is no point spending on LinkedIn if your audience is under 18.

Here at Monster, we understand the importance of social advertising, and are fully comprehensive on all platforms. If you want to reach a wider audience, get in touch with us to see how we can work together to promote your business.


Remarketing is the perfect way to connect with people who have visited your site, but may not have taken immediate action, such as an inquiry or purchase. It allows your business to position adverts before a targeted audience who has visited your website before, whilst they are looking at other websites.

Remarketing can be extremely cost-effecting in terms of brand awareness and reminding previous visitors about your services and products. They can be either text or image based. Google is a great place to start, creating the campaigns in Google AdWords, because AdWords tracks your visitors and works out a suitable placement for them. Not all websites accept Google advertisements, but the best placement will be worked out for you.

So how does remarketing work? Cookies are placed onto your visitor’s machines when they access your website, then a list is created with all of these cookie IDs. You can create different lists, for example, people that visited particular pages or people that started but did not submit a form. You can add settings to these lists, such as how long a user stays on the list or how frequently they are shown ads. There must be at least 100 cookie IDs on a list before it can be used for a campaign.

There are two key things to remember when created your remarketing advert. First, your ad must be highly relevant to your business. Create different adverts based on your lists. If someone didn’t purchase a product they were looking at, then advertise the product to them again. Second, try to entice them with something more than just the product, maybe offer a discount, or a reward for submitting a form. If you simply want to raise brand awareness, then make simple ads with your logo and what you do. It may be a good idea to display this ad for a longer period of time to ensure potential customers constantly see it.

If you feel like remarketing is something you should be doing (which you probably should!), get in touch with us at Monster to find out how we can help.

Display Advertising

Display advertising are adverts that you see on websites that are clearly adverts. They are pretty obvious and don’t blend in with their surroundings. Usually they are banners at the top of pages, but they can also be videos. There are reserved sections on web pages for this type of advertising, and their main aim to force quick conversions i.e. clicks.

The banners can be wide (normally at the top) or long and narrow (normally down the side). The wide banners typically perform better. The range in sizes offers flexibility in your designs, but Google has reported that the most effective sizes for display advertising are:

  • 300 x 250 pixel rectangle
  • 336 x 280 pixel rectangle
  • 300 x 600 pixel half-page
  • 728 x 90 pixel banner
  • 320 x 110 pixel banner

Like all forms of advertising, there are positives and negatives. The upside of display advertising is that millions of people can potential see your ad, and Google will match them with the best websites based on your preferences. It is also simple to analyse the results, look at the number of clicks, conversions and impressions. The negative however, is that they have a tendency to be ignored due to their wide use, causing a low click-through rate. Ad blocking can also cause a problem, with over 70 million people choosing to use ad blocking software.

There are a few things to keep in mind for display advertising to be beneficial. Make your advert visually exciting, almost like an infographic. It won’t appeal to anyone if it is over-crowded and messy. However, do be experimental. There are lots of formats to choose from so work out which is best for you. You don’t want to have to make your logo tiny because it won’t fit in a long, narrow banner. Don’t make your advert offensive, the last thing you want to do is make someone download an ad blocker! Finally, never forget your goal, whether it is purely brand awareness or encouraging a call to action. Always make the call to action very obvious using simple language.

If you need help with display advertising, give Monster a call or email and find out what we can do.

Google Shopping

Basically, Google Shopping shows products for purchase in a format that Google likes. It uses both Google AdWords and Google Merchant Center.

Google Shopping lets shoppers find your products quickly and easily when they search for items in the search engine, with the aim of attracting more buyers! It displays a photo of the product, the title, the price, the company and sometimes a star rating. For example, someone might search for “buy black lamp”, Google will then return suitable products at the top the page, allowing users to make a quick decision and moving them further down the purchasing funnel.

So you probably have heard of Google Adwords, but do I really need Google Merchant Center for Google Shopping? Yes! You need to upload your product inventory into the Merchant Center, then create a shopping campaign in AdWords, Just like normal AdWords campaign, you only pay when someone clicks through to your site. There are a few rules you need to comply with to use Merchant Center, for example, only products that are available for direct purchase can be advertised, you must use official language and you must tell customers about your refund and returns policy. You can find out more about the guidelines here:

Here are some tips for creating successful Google Shopping adverts:

  • Think about what you are willing to pay for a customer? If your product is only worth £5, then you don’t want to spend more than £5 winning a bid for your listing to show, but if your product is worth £100, then £5 might seem like nothing. This pricing structure is down to you, and depends on your campaign goals.
  • What products are you going to promote? Naturally its a good idea to spend the most time, effort and money on setting up great ads for your most popular products. But you should also think about ‘entry products’ that get people onto your website. Equally if you have products with low competition, it would be wise to focus on these.
  • Know what your customers are searching for. There are lots of tools available online to help your choose the best keywords.

If you want your products to appear within Google Shopping, but don’t know how, get in touch with us and find out how we can help.

Local PPC

It’s a good idea to think about local PPC when setting up your ad campaigns. This means targeting your adverts by geographic locations. The location can be different for each campaign, and you can have many locations for each, either specific or broad i.e countries, areas, cities or a radius around a location.

For example, a small independent, local shop that doesn’t deliver will want to target a very small, specific location, whereas a multinational company that ships worldwide will want a very broad location. Furthermore, people often search by location, with key phrases like ‘coffee shops in Hampshire’, so you can focus specific campaigns. AdWords will also advise you on related locations.

Regardless of how good your ad is, you won’t get a great return on investment if your ad isn’t appearing in the right places. Here are some tips to consider for local targeting:

  • Think where your customers are, this may be where you are based, or where you deliver to.
  • Don’t make your radius too small, as your ad may only show for a portion of time or not at all. You need to meet the AdWords criteria.
  • Keep your language and location consistent. If you are targeting Spanish-speaking customers in Spain, make sure the ads are written in Spanish.
  • If suitable, add Google’s suggested locations. However, they could be related but not relevant, in which case exclude them from the campaign. Nearby locations could be useful too to try and broaden your ad.
  • Look at the advanced settings to refine your audience even more. This includes people actually in your location, searching for your location and showing an interest in your location. These settings apply for exclusion options too.

If you switch from a broad location to a more local target base, it is likely you will see a decrease in impressions which may be disconcerting. But remember, it is better in terms of AdWords spend to have fewer clicks from people that are truly interested in your business than lots of traffic from people that will immediately realise your business doesn’t meet their needs.

If you need help setting up local AdWords campaigns then get in touch with Monster today.

Mobile Adverts

Its rare these days that people turn on a computer to search for something. Why would you when you have a smartphone in your pocket? It is reported that 61% of smartphone owners use their phone for searching every day. So if you know a lot of users are searching your site via mobile, optimise your AdWords by focusing on mobile as well as computers. If most of your traffic is still coming through desktops, it might not be worth the money.

So how do you set up PPC for mobile? Well, just like you would a normal campaign! Decide on your goals, such as traffic or conversions and define your audience (keeping in mind the age group and demographics that are confident using smartphones). Next, just like usual, decide on your keywords. Think whether your potential users will use different keywords when using their mobile. People often want to make a quicker purchase on mobile versus computers. And remember to include negative keywords so you don’t waste your money!

Now to the slightly different part. You need to optimise your ads and landing pages for mobile. Over half of consumers won’t recommend a company that has a bad mobile site, often forcing them into the hands of a competitor. What else can you do?

  • Enable Ad Extensions – They are free to display so why not!
  • Use action focused keywords – Mobile users often want a quick decision, so help them by nailing your keywords.
  • Calls to action – The screen is small, so make it obvious what you want your users to do. Of course, offers are always a good place to start for conversions. Typical short, snappy phrases are “call us today” or “free trial”.
  • Timings – Set specific times that you want your add to appear. When are your users on their phones? Are they likely not to be using their phones at work? Are they likely to be looking for a pub at 8am?
  • Page load – The page needs to load quickly
  • Easy to read – You might have to remove text and images from your desktop page to make the mobile site clean and simple.
  • Phone number – It has been reported that 43% of search-related conversions occur over the phone, so use call tracking and make your phone number obvious.

There are many similarities between desktop PPC and mobile PPC, but if you need help cracking the differences, then get it touch with Monster.

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