Pay Per Click Management

Over 60% of buyers will click on an ad when they're looking to make a purchase. Put your company's name in front of the right people with comprehensive Pay Per Click managed services.

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Why Paid Search Matters

Due to the high visibility, pay-per-click (PPC) ads effectively drive web traffic, convert visitors to customers, and achieve other business goals.


PPC campaigns offer a massive return on investment when a clear strategy guides them. Elements of an effective campaign include:


  • Deliberate keywords.
  • Engaging copy.
  • Calculated bidding.
  • Optimised landing pages.
  • Performance analytics.


Phoenix Media’s dedicated Pay Per Click strategists will support your campaigns, acting as an extension of your digital marketing team. Our expert strategists find out about your business and its mission to help maximise your ad results.

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What Is PPC Advertising?

Pay Per Click, (PPC) is a digital advertising model in which as an advertiser, you only pay when someone clicks on your ads. 

It is most commonly used with paid search (google & Bing) advertising but is also used on social media platforms such as Facebook, Linkedin and Twitter.

PPC ads generally live on a single platform, but remarketing tools can retarget consumers across platforms. Also, paid ads aren’t only limited to text form. 

Display ads can have product images, videos, user ratings and other elements.


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How It Works

Digital ad networks extend their reach to millions of websites and apps around the world. To find your ideal customers and increase brand awareness across the web, SEONI’s PPC experts use keyword-rich copy and crafted landing pages to target your ads.

Pay, Per Click ad platforms such as Google Ads (formerly Google Adwords) and Facebook Ads, provide advertisers’ tools to assign goals and their campaigns’ scope. A bike shop in Bristol might limit its ads’ scope to local web users, while an e-commerce company would create multiple countries’ campaigns.

Once your ad campaign is created, the platform we’re using shows your ads to users that fulfil the criteria we outline. PPC platforms use complex algorithms to determine which ads are featured for a given search engine results page (SERP) or on a user’s social feed. These criteria include:

Maximum bid – the most you’re willing to pay for a click.

Keyword, ad copy and landing page relevance to the search query.

Landing page experience.

Quality Score – a metric Google calculates based on historical ad performance, click-through rate and a variety of other factors.

Finding a balance between each of the above components is essential for a successful pay per click campaign. When you work with us, your dedicated specialist will work with you on the keywords we should target, the ad copy and the landing page users see after clicking on the ad. Our knowledgeable PPC specialist can also advise you on properly using your ad spend to get the best (Return On Ad Spend) ROAS from your PPC budget.

An algorithm determines the price paid for each click, which considers multiple factors in a fraction of a second to decide on cost per click (CPC). Bidding algorithms assess factors like:


Performance Of Past Campaigns


Keyword Relevancy


Click Through Rate

Some known, unpublished ad networks use several quality signals to set Cost Per Click (CPC) and ad ranking. Ads with higher rankings are given a more favourable position on the results page. The higher the perceived quality of an ad, the lower its CPC.

In other words, a PPC campaign that pays close attention to the critical factors that help your paid ads rank well also enables you to enable your PPC budget to be stretched further. Paid advertising is a complex digital marketing strategy and must be approached with expertise and thoughtful planning.

Phoenix Media have experience in creating, implementing and managing PPC advertising campaigns for clients across many industries. We have a deep understanding of tailoring ads to brands’ specific target audiences and crafting pay per click campaigns to support commercial and marketing goals.

Pay Per Click is not a stand-alone tactic; instead, it’s a strong complement to a comprehensive digital marketing strategy. The PPC team at Phoenix Media works closely with content marketing specialists, social media experts, writers, designers and videographers, all of whom help take your digital marketing and ad campaigns to new levels.

Why Is Pay Per Click Management Important?

In Pay Per Click Ads, quality matters. Advertisers that follow best practices and community guidelines can rank higher and gain better placement at the top of SERPs. This is essential as dropping from position one to three in search engine results (Google or Bing) can decrease your click-through rate by as much as 50%.

Working with a PPC management company gives you support to tailor your campaigns for optimal results. A dedicated Phoenix Media strategist can help you:

Research Keywords

The right target keyword that applies to your brand has a high monthly search volume and low competition difficulty. We view keyword research as a top priority, ensuring that you’re targeting the terms that will drive the targeted traffic, and therefore customers, you need.

Conduct Split Tests

The user of your sites traffic and visitor behaviour to optimise your sales funnel. A/B testing your sites landing pages to find what your audience responds to best.

Select Channels

We help you meet your potential customers where they spend their time online. Choosing the right mix of ad networks, from a paid search on Google, Bing or a social network such as LinkedIn, Facebook, or Twitter, contributes to your campaign’s success.

Optimise Bidding

Your dedicated PPC specialist will help you place competitive bids while analysing what your competitors are doing.

Create Content

A clean copy is paramount in advertising of all forms. Our PPC team, in collaboration with our editorial experts, write copy that inspires action and increases engagement.

Analyse Campaign Performance

PPC management requires a careful review of your campaign metrics to see what’s working and what isn’t. Custom reports detailing key metrics help to improve your PPC strategy continuously.

We use a data-driven approach, enabling our PPC managers to pivot ad spend across platforms to proactively maximise your results. Monthly PPC audits to ensure you’re acting on the most relevant data.

As your organisation’s goals evolve, your specialist will align your advertising campaigns accordingly. An example we regularly see is that as your content marketing strategy increases unpaid, organic traffic to your landing pages, we may suggest redirecting your spending to focus on a specific product or promotion.

what Pay-Per-Click Management Services Does SEO NI Offer?

Our PPC management services increase your ability to achieve your business goals. Let Phoenix Media’s committed specialists help you oversee all the cogs in the machine so you can focus on growing your business.


Paid Text Ads

Probably the most common of the paid ad formats, optimising text listings in search results help your customers with buyer intent find information relevant to their shopping needs, whether they’re ready to make a purchase or still need to learn more.


Phoenix Media’s expert strategists can help you write creative, description text and engaging headlines as well as identifying the optimal ad extensions for each campaign. Using SEO best practices and keyword research, your PPC account manager will ensure your paid advertising campaigns and leverage our years of experience.


Your strategist will help you to create successful advertising campaigns by:

  • Crafting appeals that resonate with your target audience.
  • Empowering customers to take action through persuasive writing.
  • Including valuable keywords in a way that doesn’t look forced.
  • Ensuring your ad copy aligns with your product landing pages.
  • Optimising your ads for mobile devices.

Display Ads

Display ads help you promote your business and attract customers via people checking Gmail, watching YouTube videos, or visiting websites connected to the Google Display Network, which reaches 90% of all internet users.

Using optimised text and striking imagery, your ads can take the form of banners, sidebar ads, pop-ups and half-page advertisements. You can even use animated GIFs and memes to make your ads stand out.

Our PPC managers can build ads for Google’s accelerated mobile pages (AMP) platform, which optimises your ads for faster loading, meaning potentially higher viewability and higher click-through rates (CTR), which improves ad performance.



It can take seven to thirteen touches, according to Jeff Abraham to generate a viable sales lead. Remarketing helps your company connect with new and returning visitors through interactions with your website or social media platforms.

Retargeting is a remarketing component, using browser cookies,  target audience profiles and third-party user data to show display ads to potential customers who have previously visited your site or who exhibit similar online behaviours and traits as your current customers.

Retargeting networks convert customers by showing them your ads wherever they happen to be on the web. This strategy can help you find potential customers who have never visited your site by using lookalike audiences that demonstrate online behaviour similar to your target customers. If a customer finds your business through Google search one day, retargeting might show them one of your Ads on Facebook the next day, for example.

Phoenix Media’s PPC consultants develop your retargeting efforts on platforms like AdRoll. As your customers browse the web, they’ll encounter your brand via unobtrusive ads, reminding them of your companies value proposition.

Shopping Campaigns

Waiting until a potential customer lands on your product or service page before making your sales pitch is too little, too late. Today’s consumers move near seamlessly between platforms. Their buying journey can begin at any time of day, on any platform. Shopping campaigns help you appeal to your customers across devices and platforms. In this case, PPC marketing is like putting your shop right on Google search page.

Phoenix Media’s e-commerce Pay Per Click consultants creates innovative campaigns using your product images and star ratings to encourage user engagement and increase your conversion rate. For example, if you are hoping to raise brand awareness might run a PPC campaign to show off its new product line.

When your customers enter a search phrase on Google for a product they’re ready to buy, Phoenix Media’s strategic shopping campaigns help to ensure your products and services are to the fore. Your strategist can work with ad networks such as Google and Amazon to get your products in front of potentially millions of customers.



Augment your digital marketing strategy with syndication networks. By extending your content to third-party sites and advertising platforms, your messaging can reach potential customers on millions of websites and increase the value of your investment in paid search ads.

Content syndication drives traffic to your site by giving readers a taste of the information you provide. This way, you can take advantage of third-party site traffic to expand your reach and visibility.

Phoenix Media’s PPC consultants work with Taboola, Outbrain and similar networks to help your content reach a broader audience of potential customers.

Custom & Bespoke Services

Add these SEONI services to your Pay Per Click plan to increase your visibility and make continual improvements to your strategy.


Social Media Ad Management

Advertising on social is an essential strategy for businesses today. Approximately 41% of consumers find inspiration for their purchase through social media channels.


Connecting your customers with your products and services through social media ads increases trust in your business and helps you build a loyal customer following.


Your social strategists can work across all major social platforms, including LinkedIn, Facebook, Instagram and Twitter. We can help you create attractive social display ads that stand out in your customers’ social feeds.

Custom Reporting

Analytics drive superior growth, which is likely why analytics spending is expected to increase by over 200% over the next three years.

Your dedicated account manager can support you with an in-depth analysis into your strategy, results and tactical next steps. 

Tailored reporting of your analytics helps you visualise what’s driving your growth so you can maximise your Return On Ad Spend. 

With access to high-quality data, you can leverage these insights to focus your PPC efforts on channels that are most likely to drive high ROI.


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Optimise Your PPC Campaigns


Visitors coming to your site from PPC ads are 50% more likely to purchase organic visitors. If your goal is to increase your landing pages’ conversion rates, PPC management can help your organisation choose the best strategies.

To optimise your results, you need to have the resources to adjust and manage your campaigns proactively. With actionable data, your PPC manager can help you determine which social platforms and search engines are most likely to increase conversions and engage your audience.

Phoenix Media’s dedicated PPC managers support your digital advertising efforts with their expertise and years of experience. Get in touch with Phoenix Media’s Promotions & Engagement Team to learn more about our PPC management services.

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