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What Is PPC?

PPC, or pay per click, is a highly targeted and measurable advertising strategy, proven to boost website enquiries, sales and traffic. It is a kind of digital marketing where you’re only charged when someone clicks on your site via a link (which is where it gets it’s name).

Pay Per Click platforms such as Google Ads, Bing Ads, FaceBook and social media sites allow your advertisements to be seen across the web and in search result pages.

Which ad platforms and campaign types are right for you will be determined by a variety of factors depending on your specific business goals.

Search Ads

Search ads are advertisements that are displayed as a result of a user typing a search query into a search engine. These are the most common Google Ad type, they’re generally positioned at the top of the search results, giving potential customers instant access to your campaign. For search engine users, seeing your adverts listed at the very top of a search results page is often seen as an indication that it’s trustworthy, providing them with confidence. Search ads can also be highly specific, allowing you to target consumers with laser precision, which leads to higher engagement and performance.

Google Display Network

Display ads are visual marketing tools that show up on websites as banner advertisements. They can be used to improve brand awareness or drive traffic back to your website with a call-to-action (CTA). Display ads are available in a wide variety of sizes and shapes and can be found on the Google Display Network (GDN).

The Google Display Network offers a broader distribution network for your advertising than the search engines. They’re not just limited to a few lines of copy, either. The Display Network allows you to use banner adverts on a range of sites that are focused on your target market. You may even utilise video and animations to spread your message effectively, commonly via YouTube.


What is remarketing? It’s a process of targeting individuals who have previously visited your website or interacted with your brand in some way. These are people who may not have converted into paying customers just yet, but they’re already familiar with your company. It’s possible that someone leaves a site without converting because they aren’t at a stage to buy or enquire.

Remarketing advertising may be delivered through a variety of channels, including search remarketing lists (RLSAs), Display network, and social media platforms such as FaceBook.

Shopping Ads

Perfect for ecommerce retailers and companies with products to sell. Shopping campaigns allow eCommerce shops to post product pictures, titles, and prices with additional information in order to advertise.

Online vendors who use this approach usually have a much higher performance with their campaigns than those that do not. Many of the product details have already been displayed, which leads to improved click-through rates for online retailers. Google search queries are used to match advertising with Merchant Centre data rather than keywords, allowing your product listings to be seen by active searchers.

eCommerce PPC

Paid search advertising allows eCommerce stores to get their products in front of online customers. There are numerous options for running ecommerce ads, including search campaigns, display network advertisements (PLAs) and remarketing. By far the most important are Shopping Ads.

Whether you’re using Magento, Shopify, or another third-party platform, we can assist, PPC campaigns aren’t dependant on the platform your site uses, as the adverts are placed directly on the search engines and not your own website.

Our team is in-house, which means we can collaborate on eCommerce marketing strategies that will increase sales through a variety of sponsored advertising platforms. From integration to feed optimisation and Merchant Promotions, we have an impressive track record of delivering quantifiable outcomes with eCommerce PPC.

Request a Free PPC Account Audit

Contact our team of Google Ads & Bing Ads accredited experts today to request a free initial PPC account audit and discuss your project requirements.

Request a Free PPC Account Audit

Our Team

Google & Microsoft Partners

Our internet marketing experts have a variety of specialisations across a wide range of digital marketing disciplines. This allows our teams to collaborate on client projects, working together to deliver campaigns that out perform your competitors.

Each of our PPC specialists holds Google and Bing credentials in a number of areas, ensuring that they have extensive expertise in planning, developing, and maintaining effective pay per click campaigns.

In 2017 Kumo was recognised as one of the top 30 PPC Agencies in the United Kingdom, and were invited to take part in the Google Elevator program, where we were given insights and additional training in the effective management of our clients campaigns and our own digital agency.

Google Ads Partner
Microsoft Advertising Partner

Campaign Development

Every PPC campaign is different, that is precisely why we check your account and make adjustments based on adequate data – in the hopes of achieving a better return on investment.

In order to convert more impressions into higher numbers of clicks, increased clicks into more conversions, a variety of criteria are considered. Whether it’s the creation and optimisation of landing pages, shopping ads optimisation, A/B split testing, or anything else, data from these tests helps you to design and improve the overall performance of your PPC campaign.

How Does It Work?

The performance PPC ads is centred around a number of factors. The most significant of these is ad relevance, quality, and maximum cost per click (CPC) – which is a predetermined amount you’re willing to pay as a maximum for each click on an ad.

PPC has proved to be a major strategy for a variety of businesses throughout Derby, helping them to increase traffic and conversions almost immediately. Kumo works to ensure that your advertising campaigns are optimised to boost engagement and clicks. Many client campaigns have been improved as a result of our professional insights.


If you already have PPC campaigns and projects in place, we’d be delighted to go through them with you. We provide a one-time consulting service that is primarily used by large businesses looking for strategy optimisation from search campaigns, display network, and remarketing campaigns that may be performed in-house.

We also offer monthly account management, ongoing campaign management, and auditing services. Get in touch with us today to discuss your requirements.

Bespoke Campaigns

There are no set templates for our pay per click services, each campaign is unique. Every client that signs up with us receives a high quality and professional service, Working closely with our clients allows us to create and develop campaigns that are precisely tailored to them. Our staff takes every precaution to produce campaigns that are consistently successful, whether it’s a local service-based company or a worldwide eCommerce store.

Paid platforms like text ads, product listings, remarketing, display network and social media advertising are our specialties. We can help you connect with your target audience no matter where they are by utilising carefully constructed adverts that appeal to them.

Comprehensive Research

You should never enter into advertising without research. One of the most important aspects of any project is understanding the market and sector. Research helps to identify phrases, goods and services that people are looking for via the search engines. It generally serves as the campaign’s backbone, if you get it wrong, your campaign performance may suffer.

Kumo analyses your company’s needs and requirements, we select the right keywords to help drive traffic and improve campaign performance.

Budget Management

Without the appropriate management, PPC accounts may deplete a budget without your knowledge. There will be no more ads shown if you don’t have any money left in your daily budget – even if individuals are looking for your items and services specifically.

We take steps to guarantee that your adverts are only shown for relevant queries and that they may be targeted by a variety of criteria, such as device type and geolocation. Depending on when you see the most conversions, we can even create ads for particular days and times.

Request a Free PPC Account Audit

Contact our team of Google Ads & Bing Ads accredited experts today to request a free initial PPC account audit and discuss your project requirements.

Request a Free PPC Account Audit


“Kumo have been fantastic for A1 Comms, our leads from SEO & PPC have vastly improved over the last 3 years”

Tonia Baldwin, Sales Director at A1 Comms.

Contact Kumo Today

Please get in touch to discuss your project requirements using the details below, or email us via the contact form.

Contact Details

0115 964 8205

Office 29
NBV Enterprise Centre,
David Lane,
NG6 0JU.

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