Why PPC Matters

Thanks to their high visibility, pay-per-click (PPC) ads are effective at driving web traffic, converting visitors to customers and achieving other important sales goals.

PPC campaigns offer maximum return on investment when they are guided by a clear strategy. Elements of an effective campaign include:

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

Brafton’s dedicated PPC strategists can support your ad campaigns with shared expertise and responsive action. Acting as an extension of your digital marketing team, our expert strategists learn about your organisation and its mission to maximise your results.

What is Pay-Per-Click Advertising?

PPC advertising, also known as cost-per-click (CPC) is a digital advertising model in which advertisers only pay when someone clicks on their ads. It is most commonly associated with paid search advertising, but is also used on social media platforms.

PPC ads typically live on a single platform, but retargeting tools make it possible to retarget consumers across platforms. In addition, ads aren’t limited to text. Display ads feature product images, videos, user ratings and similar elements.

How It Works

Digital ad networks extend to millions of websites and apps. To find the right customers and
spread brand awareness across the web, Brafton’s expert strategists use keywords and
relevant landing pages to target your ads.

PPC advertising platforms like Google Ads and Facebook Ads provide tools for advertisers
to assign goals and the scope of their campaigns. A bike shop in Brooklyn might limit the
scope of its ads to local web users, while an e-commerce company would create multiple
campaigns for various countries.

The price paid for each click is determined by an algorithm which considers multiple factors
in a fraction of a second to determine CPC. Bidding algorithms assess factors like:

The performance of past ad campaigns.

Keyword relevancy

Click-through rate.

Ad networks use various quality signals – some known, some unpublished – to set CPC and
ad ranking. Ads with higher rankings are given a more favorable position on the page. The
higher the perceived quality of an ad, the lower its CPC.

Brafton’s PPC managers help to augment the benefits of your search engine optimization
(SEO) strategy. For example, rather than waiting weeks or months for a newly optimized
landing page to rank, Brafton can help you increase acquisition rates with data-driven
pay-per-click marketing.

Why is Pay-Per-Click Management Important?

Ad quality matters. Advertisers that follow community guidelines and best practices
are able to rank higher and gain better placement on web pages. This is critical,
because dropping from position one to three can decrease your click-through rate
by as much as 50%.

Our expert PPC managers provide you with support to tailor your campaigns for
optimal results. A dedicated Brafton strategist can help you:

Research keywords:

Find keywords your customers are searching for, and identify those most likely to attract site visitors.

Conduct split tests:

Use site traffic and visitor behavior to optimize your sales funnel.

Select channels:

Determine the right mix of ad networks, including paid search and social media advertising.

Optimize bidding:

Set competitive bids while keeping an eye on what your competitors are doing.

Create copy:

Write short copy that contains an engaging call to action.

Analyse campaign performance:

Report and review campaign metrics to continuously improve your PPC strategy.

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

As your organisation’s goals evolve, your strategist will align your PPC campaigns
accordingly. For example, as your content marketing strategy increases unpaid organic
traffic to your landing pages, your strategist might suggest shifting your spend to focus
on a specific product or promotion.

What Pay-Per-Click Management
Services does Brafton offer?

Our PPC management services increase your ability to achieve your business goals.
Let Brafton’s committed strategists help you oversee all the moving parts so you can
focus on growing your business.

Paid Text Ads

One of the most common paid ad formats, optimized text listings help customers find information relevant to their needs, whether they’re ready to make a purchase or still need to learn more.

Brafton’s expert PPC strategists can help you write engaging headlines and description text as well as identify which ad extensions are right for each campaign.

Your strategist will help you to write successful ads 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.
  • Optimizing your ads for mobile devices.

Display Ads

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

Using vivid imagery and optimized text, your ads can take the form of banners, sidebar ads, half- and full-page advertisements and many other sizes. You can even use animated GIFs to make your ads stand out.

Our PPC managers can build ads with Google’s accelerated mobile pages platform, which reduces file sizes for faster loading. That means higher viewability and higher click-through rates, which improves ad performance.


It can take seven or more touches to generate a viable sales lead. Retargeting helps your brand connect with new and returning customers through repeated interactions with your messaging.

Using cookies and third-party user data, retargeting networks convert customers wherever they happen to be on the web. This strategy can help you find potential customers who have never visited your site by using look-alike audiences that demonstrate online behavior similar to your target customers.

Brafton’s PPC consultants support your remarketing efforts on platforms like AdRoll. As your customers browse the web, they’ll encounter your brand via unobtrusive display ads, reminding them of your value proposition.

shopping campaigns

Shopping Campaigns

Sometimes, waiting until someone lands on your product page before you make your sales pitch is too little, too late. Today’s shoppers move between platforms seamlessly. Shopping campaigns help you appeal to your customers across platforms and devices.

Brafton’s ecommerce PPC campaigns use product images, star ratings and similar ad extensions to encourage user engagement. For example, an ecommerce company hoping to raise brand awareness might run a PPC campaign to show off their new line of products.

When your customers search for a product they’re ready to buy, Brafton’s strategic shopping campaigns help to ensure your offerings are front and center. Your strategist can work with Google and Amazon ad networks to get your products in front of millions of potential customers.


Augment your digital marketing strategy with syndication networks. By extending your content to third-party sites, your messaging can reach potential customers on millions of websites.

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.

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

Create my strategy and get pricing:

À la Carte Services

Add these Brafton services to your PPC management to increase your visibility and
make continual improvements to your strategy.

Social Media Ad Management

Advertising on social media is a crucial strategy for brands today. Approximately 37% of consumers find purchase inspiration through social channels.

Making connections through social media ads increases consumer trust in your brand and helps you build a loyal customer base.

Your social media strategists can work across all major social media platforms, including Facebook, Instagram, Twitter and LinkedIn. They can help you to create attractive social display ads that fit naturally into your customers’ social feeds.

Custom Reporting

Marketing analytics drives superior growth, which is likely the reason analytics spending is expected to increase by 200% over three years.

Your PPC strategist can support your efforts with a deep dive into your strategy, results and tactical next steps. Tailored reporting helps you visualise what’s driving growth so you can maximise results.

Continuous reporting ensures your growth is sustainable. Actionable insights provided by your strategist can help you plan your campaign with confidence.

Optimize Your PPC Campaigns

Visitors arriving to your site from PPC ads are 50% more likely to make a purchase than organic visitors. To optimize your results, you need to have the resources to adjust and manage your campaigns responsively.

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


Learn more about our PPC services.

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