Paid Advertising
Explore trend predictions, expert-recommended strategies, and comprehensive guides covering the full spectrum of paid advertising, from clicks to conversion. Access the resources you need to help you maximize your brand reach, drive business growth, and increase your revenue.
Top experts10 Best Paid Advertising Agencies in 2024Let's be honest; paid advertising is often at the heart of any thriving marketing strategy. But, to stay ahead of the competition, you must partner with the best and leverage their experience and expertise to your advantage.
Here are the top 10 paid advertising agencies renowned for driving targeted traffic, maximizing ROI, and crafting innovative campaigns that set new industry standards.
Our top picks for the best paid advertising agencies
1. Cedarwood Digital - Best overall
2. Common Ground - Best for personalized ad management
3. Tale Digital - Best for results-focused online marketing
4. ThinkSocial.Media - Best for strategic digital marketing services
5. AdCore - Best for performance-driven PPC advertising
6. Sortino Marketing - Best for results-oriented SEO marketing
7. 360 Om - Best for customer-focused paid social advertising
8. Pixated - Best for specialist Facebook and Instagram advertising
9. Sensters - Best for results-oriented digital marketing
10. SEM Booster - Best for in-depth SEM marketing
What is a paid advertising agency?
Paid advertising agencies, also known as PPC or SEM agencies, specialize in creating and managing online ad campaigns targeting a broad audience. They excel at crafting compelling ad content, optimizing budgets, and maximizing ROI.
In essence, a paid advertising agency is a strategic partner for businesses looking to enhance their online presence and generate leads through various online advertising strategies. These strategies encompass platforms like Google Ads, social media advertising, and more, with the ultimate goal of increasing brand visibility and revenue through well-executed ad campaigns.
What do paid advertising companies do?
Paid advertising companies help businesses manage their paid campaigns on various platforms, including Google Ads, Facebook Ads, and Google Shopping, to name a few. They could also have experience in organic search (search engine optimization) and social media marketing. Most importantly, they help you reach potential customers and hit your business objectives.
Is paid advertising worth it?
Online paid advertising is extremely valuable as it helps businesses generate traffic, increase leads, boost brand awareness, and hit business goals. Advertising campaigns can vary across different social media platforms and online marketplaces.
Most importantly, it's a very efficient digital marketing strategy that helps businesses reach their target audience and acquire relevant traffic. Some business owners set up their own advertising campaigns, while others use a digital marketing agency or a specialized advertising agency to manage the campaigns for them.
What is the biggest form of advertising?
The biggest form of advertising is Google Ads. It takes a variety of forms, including Google Shopping, traditional Google Ad campaigns (Google Adwords), native advertising, and programmatic ads.
The second biggest is by far all the various social media ads, which include:
Facebook AdsInstagram AdsPinterest AdsTikTok AdsTwitter AdsLinkedIn AdsSnapchat Ads
Why should you use a paid advertising company to handle your campaigns?
There are so many benefits of using a digital agency to manage your advertising campaigns. Here are a few of the top ones:
Niche-specific expertise
Most ad management companies have specific expertise in particular niches. For example, through Mayple, you can find an ad management agency that has worked with other brands in your niche and has advertised similar products. If you're a shoe company, you want to work with PPC experts who know apparel like the back of their hand.
Thorough knowledge of trends
Professional digital marketing companies stay current with all the latest trends and ever-changing advertising tactics. They can use a wide range of techniques to improve your marketing campaigns.
Proven experience
An experienced advertising agency knows the type of advertising campaigns you should launch and the best tactics to optimize them. They know how to improve your conversion rate to get you more clicks, which keywords you need to use, and how to attract high-converting customers.
How to choose the best online advertising company for your business
Ask about their portfolio and results
Ask them which businesses they've worked with and what kind of results they've gotten. Always base your decisions on data; don't rely on their fancy reviews, sales pitches, or slide decks. Make sure to see the type of campaigns they've managed in the past.
Make sure they have experience in your niche
Make sure that they've worked with similar businesses in your niche and that they know the type of audience you're targeting. They don't need to have decades of experience, but having industry experience is super important.
Get a marketing plan
It's always a good idea to give the PPC agency you're interviewing a test assignment. We would recommend having them write out a marketing plan for your account. Have them outline some of the advertising strategies they would use for your business, how they plan to improve your conversion rate, and how they plan to better match the offer with the needs of your prospective customers.
Questions to ask your paid advertising company
How many clients do you have?What other digital marketing services do you offer? How will you help us meet our marketing goals? Which advertising platforms are you most experienced in? Which type of ads are you most familiar with? Google Ads? Google Shopping? Facebook Ads?What would you change in our landing pages, creatives, and copy?What type of growth do you see us hitting in the next 3 to 6 months?How big is your marketing team?Who will be our point of contact?
How much do paid advertising companies charge?
Advertising companies charge based on the range of services they offer. Usually, it's a fixed fee plus the advertising spend (which is paid to the particular advertising platform they're using). If you need a consultation, then they would charge you an hourly rate or a consultation fee.
HireHire a PPC Consultant to Boost Your SalesIn the past, you could easily amplify your content and build a social media following by posting regularly and spending very little on ads. But, as social media becomes saturated with brands vying for attention, standing out is more challenging than ever. That's why it's important to work with a PPC consultant who can help you create and optimize targeted ad campaigns for maximum visibility. Here are ten vetted PPC consultants you can work with to strategically reach your desired audience.
» Learn all you need to know about PPC ads in this comprehensive guide.
Our top picks for the best PPC consultants
1. Gary E. - Best overall
2. Brad J. - Best for start-to-finish solutions
3. Gabriela O. - Best for digital marketing strategies
4. Tom M. - Best for programming and development
5. Michael M. - Best for performance marketing
6. Alex M. - Best for social media marketing
7. Philip J. - Best for B2B and B2C strategies
8. Cody W. - Best for analytical proficiency
9. Katia G. - Best for numbers-based results
10. Ben D. - Best for travel marketing
What is a PPC consultant?
A PPC (Pay-Per-Click) consultant comes up with and manages online advertising campaigns, often on platforms like Google Ads or Bing Ads. They specialize in optimizing ad spend, selecting keywords, and crafting compelling ad copies to drive targeted traffic to websites.
Their expertise lies in maximizing return on investment (ROI) by continuously analyzing data, adjusting strategies, and improving campaign performance through bid management, keyword research, and ad optimization techniques.
Why hire a PPC consultant?
Hiring a PPC consultant can help to ensure that your paid advertising money is well-spent. They'll provide a comprehensive analysis of your campaigns and help you identify areas of improvement. They'll help you optimize your campaigns and ensure you're on top of the latest algorithm changes, trends, and industry developments.
A PPC consultant can also help you develop and execute your long-term strategy for success. With their knowledge and expertise, you can maximize your campaigns' effectiveness and minimize costs.
Hiring an experienced PPC specialist is often much more cost-effective than trying to do it yourself or hiring multiple in-house employees. A PPC professional will chip in whenever necessary to help you avoid wasting money on ineffective strategies or ad campaigns.
To summarize, the benefits of hiring an experienced PPC consultant are:
They are usually cheaper than hiring an agency or a full-time employeeThey have more experience and have worked with tens or even hundreds of clientsThey can go down to critical metrics and hit campaign goals fasterThey can integrate well with your internal teamThey can improve your campaign management over timeThey can grow your sales and traffic without the learning curveThey can work on various customer acquisition channels (Amazon PPC, Bing Ads, Google Ads, search ads, native ads, etc.
» Follow these tips to pick the right PPC agency for your business.
Hire a PPC Consultant with data-backed results
PPC consultants emerged alongside the growth of online advertising platforms like Google Ads in the early 2000s. As businesses sought practical ways to target audiences, these consultants surfaced, offering expertise in managing pay-per-click campaigns.
Over time, their role expanded to encompass the growing complexity of digital advertising, specializing in optimizing ad spending, analyzing data, and developing strategic campaigns.
With Mayple, you no longer need to rely solely on reviews and persuasive sales pitches to evaluate and select a PPC consultant. Our PPC consultants and paid search agencies undergo a thorough vetting process and have demonstrated proven results.
They know the newest features, platform changes, and industry shifts, keeping your business riding the wave of what's hot and compelling.
Speak to one of our PPC consultants today so you can find the right strategy for your business.
Digital Marketing10 Best Digital Ad Companies to Hire in 2024With digital advertising and marketing expected to reach $786.2 billion by 2026, it's clear that the world has gone digital, and so should your business marketing strategy. One of the best ways to improve your return on ad spend is by optimizing online advertising campaigns across various platforms like social media, search engines, and websites, and you can do this–and more–with help from a digital ad company. Here is our curated selection of the 10 best digital ad companies to hire for business success.
» Keep these digital marketing statistics in mind when planning your marketing campaigns this year.
Our top picks for digital ad companies in 2024
1. Lean Digital- Best overall
2. 360 Om - Best for hyper-focused PPC campaigns
3. Sensters - Best for analytically focused ads
4. AdCore - Best for consistent results in digital marketing
5. Social Kick - Best video-based content and marketing
6. The Brains - Best for customer growth and retention
7. Mind Ad Media - Best for a personalized marketing experience
8. Replug - Best for targeting audiences through app development
9. Kaliber Performance Marketing - Best for data-driven campaigns
10. Tale Digital - Best for a diverse marketing reach
What does a digital ad company do?
Digital ad companies are responsible for increasing a brand's online presence through pay-per-click advertising (PPC) or social media advertising. That could include ads on search engines, social media platforms, or online publishers. A digital agency will typically start by creating a digital marketing strategy for the specific advertising channel you're looking to grow. They would then manage the entire campaign from start to finish.
Is a digital advertising company right for your business?
How do you know that working with a digital marketing company is right for you? What if you already have an internal online marketing team? Here are a few criteria to help you make your decision.
Audit your marketing department
Sometimes it's really hard to know if your marketing team is doing a good job. They may be working really hard but the results are just not there. That's when you should hire a full-service digital marketing agency to take a look at your digital strategy and the specific tactics you're using and see what you could improve on.
Sometimes all you need is to tweak your strategic approach, introduce a new type of content, or jump on a trend to give you that extra boost.
Expand to new channels
Let's say your team of performance marketers is doing really well and you want to expand to a new channel or digital platform but don't have the internal resources to do so. Or perhaps, you just want to test the waters first before hiring someone full-time. One way to test new channels is to hire an expert advertising agency that offers the specific digital marketing service you're looking for and let them run with it for 3-6 months.
Boost your organic traffic
Another advantage of digital advertising is that it can supercharge your organic efforts (like social media marketing and content marketing) and help you get more organic traffic. If you're actively posting on social media channels and haven't tried boosting your posts or running a few brand awareness campaigns then you may be missing out on a large chunk of traffic. For example, any expert Google Ads agency will tell you that running ads on your blog pages improves your organic search rankings.
Unlock hyper-growth
Working with a top-notch digital advertising agency can unlock incredible growth for your business. If the agency has proven results in your niche and has experience working with a similar marketing budget and a similar target audience, then it could put you miles ahead of your competition.
» Why settle for less? Make sure you have the world's best experts working on your digital marketing campaigns.
Are you really ready for advertising?
Digital advertising is not for everybody. You need to have the right product-market fit, a good product, happy customers, and a very specific target audience. Some companies are not ready for digital advertising. Consult with one of our expert digital ad agencies to get a better view of whether you are ready to run digital marketing campaigns, and which channels you should expand into.
» Look out for these red flags when working with any digital ad company.
How to find the best digital advertising company for your business
Look for proven success in your niche
Don't fall for pretty case studies, customer reviews, or even a well-presented digital marketing strategy. Work with agencies that have proven results in your specific niche. For example, if you're a shoe company that wants to expand to social media channels like TikTok and Snapchat you should work with a digital advertising agency that has launched successful online campaigns for other apparel companies on those social networks.
Look for expertise in your channel
Look, every digital marketing company could have experience in a wide range of channels. You need to hire the one that has the best expertise in your particular channel. Don't let your digital marketing efforts go to waste by working with a generalist. Find a digital advertising agency that has proven success in your specific channel.
Work with Mayple
Mayple is the best of both worlds. We help you find the best digital marketing agency for your specific project and we then handle all the back-office stuff (payment, monitoring that the work is being done, strategic advice, etc.).
We have over 600+ vetted agencies that specialize in everything from content marketing, digital marketing strategy, social media marketing, sales funnel optimization, managing online campaigns of all types and sizes, and all aspects of digital growth.
Questions to ask your digital ad company
How many projects are you currently working on? Which industries do you have experience in?Have you worked with similar brands from my industry?What kind of growth can you predict for us in the next 3-6 months?Which social networks or digital platforms would you recommend us to advertise on first?What does your process look like?How big is your team? How many digital marketers do you have?Who will be my point of contact?How often will you report on the results?How will you suggest tweaking my audience targeting? What are your strategies for reaching our potential customers?Can you create a digital marketing strategy before we sign up?Do you also have experience in organic social media marketing?
PPC10 Best PPC Agencies of 2024Considering that the initial page of search results captures 95% of the total search traffic, PPC advertising can play a pivotal role in your digital marketing efforts. With help from these top PPC agencies, you can turn clicks into cash and take your business to the next level. They have a proven track record of consistently delivering impactful results and can handle all that needs doing when it comes to PPC advertising.
Our top picks for PPC agencies
1. PPC Boost - Best overall
2. Sophisticated Marketing Solutions - Best for paid search marketing
3. Tale Digital - Best for Google-focused advertising
4. Dakota Ridge Marketing - Best for B2B advertising solutions
5. Cedarwood Digital - Best for transparent PPC advertising
6. Social Kick - Best for video-based content marketing
7. 360 Om - Best for diverse PPC marketing solutions
8. Sensters - Best for data-backed PPC results
9. SEM Booster - Best for results-driven PPC marketing strategies
10. Terrific Digital - Best for startup PPC solutions
What is a PPC agency?
A PPC agency is an organization that provides paid search advertisements (also known as pay-per-click or PPC) to various websites. These ads typically appear when someone searches for specific keywords related to the products and services offered by the advertiser. PPC ads can appear on search engines like Google or Bing, as well as online marketplaces such as Amazon or eBay.
What do pay-per-click (PPC) companies do?
Pay-per-click (or PPC) companies help businesses manage their advertising campaigns on search engines like Google, Bing, Yahoo!, etc. They also provide analytics to see how successful your ad campaign has been and what keywords have generated the most traffic.
Here's a breakdown of the various aspects of PPC management:
PPC Audit
The first thing a PPC management agency would do is an extensive PPC audit. The audit will include looking at your advertising campaigns, your audience targeting, conversion tracking, and the way the account is set up. A good agency would also check to ensure you're not missing any ad types or retargeting campaigns.
Keyword analysis
Next, the agency would look at your keywords (including negative keywords) for each of your campaigns. Each search engine and social media platform has its own rules and marketing strategies around keyword lists. Make sure that the digital agency you work with has experience with the specific platform that you're using.
» Discover the perfect keywords for your eCommerce brand.
Competitor analysis
A critical part of the PPC audit is looking at what your competitors are doing. That involves looking at their ad copy, creatives, and landing pages and seeing the type of campaigns they run.
Channel strategy
Once the research is done, the digital agency would create a digital marketing strategy for each channel. For example, Amazon PPC is very different from Google PPC campaigns, so you need a different strategy for each channel.
The channel strategy should also match up with the overall digital marketing strategy of the business because there is often overlap between a company's PPC campaigns and its social media marketing or the A/B tests it's running as part of its conversion rate optimization program.
» Need help creating a better strategy? Hire one of our vetted digital strategy freelancers.
Monitoring
A good agency will monitor every campaign and every ad they run and keep track of the results. They will regularly log into the account (on a weekly or even daily basis) and make changes to optimize performance.
A/B testing
A/B testing and experimentation are a crucial part of any kind of pay-per-click management. It's important to test different variations of creatives, ad types, and audience targeting regularly in order to improve conversion rates.
What are the different types of PPC ads?
PPC stands for pay-per-click and encompasses a wide range of ad formats, including display ads, Google Shopping Ads, programmatic ads, and native ads. PPC could also include video ads on YouTube and other social media sites.
Google ads
Google Ads (previously known as Google Adwords) include things like display ads that appear on the search results page, Google Shopping ads, YouTube video ads, and much more. They are the best at helping you get relevant traffic to your site, and they're especially powerful for eCommerce businesses.
Social media advertising
Social media ads include Facebook ads, Instagram ads, and TikTok ads. Some are PPC-based, where you pay per click, so a lot of paid media agencies do offer them.
Mobile app advertising
Some businesses run ads on mobile apps, and if there are specific apps that your target audience uses, then you should find an advertising agency that specializes in this channel.
What is search engine marketing?
Search engine marketing or SEM refers to ads that appear on search engine result pages. It's a subset of the wider category of PPC ads. It's sometimes called search engine advertising or Google PPC.
What's the difference between SEO and PPC?
PPC is paid advertising (like display advertising) that a business has to pay for. Search engine optimization (SEO) involves improving the organic search rankings of your site pages with the goal of getting more qualified traffic to your website. It doesn't require ad spend or creatives.
How much should I spend on ads to get results?
In our experience, it's best to start with a $10k ad budget in a particular marketing channel to get enough data and be able to optimize your campaigns.
If you are not there yet, consider using other forms of online marketing, such as social media marketing, email marketing, conversion optimization, or growth marketing. Some agencies charge hourly rates if you want to get a quick consultation.
How much do PPC Advertising services cost?
The cost of PPC management varies based on your marketing budget. Usually, the higher your budget, the more expensive the agency's retainer is. The good news is that if you work with Mayple, our vetted Google Ads agencies charge a pretty standard management fee, which includes everything except for graphic design work.
How do you choose the right PPC company for your business?
Find an agency with channel-specific experience
It completely depends on the advertising platform that you are running your ads on. You should choose a top PPC agency that has a proven track record of running ads on the specific platform that you are using for your business.
See their case studies
Don't get wowed by their fancy customer reviews. Look at their actual case studies and see the kind of target audiences, marketing budgets, and types of marketing campaigns they have experience running. Most PPC companies won't let you look under the hood at their actual data, but it's always good to ask for some screenshots.
Ask about their process
It's always important to find out the marketing agency's process for campaign management and reporting. Helpful questions to ask include:
How often do you report on your results? Would we have regular calls? How often? How many A/B tests do you run per month? How many people will I be in touch with? Will I get an assigned project manager?
Build your A-team of marketing experts
Even the best marketing company doesn't work in a vacuum. You can dramatically improve your results with PPC if you also run conversion rate optimization campaigns, improve your online presence with reputation management, boost your email campaigns, and utilize omnichannel strategies to reach out to potential clients on all the relevant channels.
You need a marketing expert for each of those digital marketing channels, and with Mayple, you can build a dedicated team of experts that will create and implement a winning digital strategy for your business.
It's like having a full-service digital marketing agency on your side, just with more transparency, communication, and better results. What are you waiting for? Get started today!
Social Media MarketingThe 10 Best Facebook Ads Agencies of 2024Facebook boasts three billion monthly active users that you can tap into when marketing your products and services. And with help from the right Facebook ads agency, you can take your Facebook advertising strategy to the next level. Explore our curated list of the 10 best Facebook ad agencies, each recognized for their expertise in crafting compelling ad campaigns, targeting the right audience, and delivering unparalleled success for businesses of all sizes.
Check out our Facebook advertising guide for helpful tips.
Our top picks for Facebook Ads agencies
1. Mind Ad Media- Best overall
2. PPC Boost- Best for paid search marketing
3. ThinkSocial.Media- Best for comprehensive social media management
4. Mashrokit- Best for strategic social media marketing
5. Three Beacon Marketing- Best for across-the-board social media marketing
6. Delta Marketing- Best for large-scale organic reach
7. Lean Digital- Best for diverse marketing options
8. Ruby Street Digital- Best for combining Facebook and Instagram advertising
9. Social Kick- Best for video content
10. K6 Agency- Best for Facebook focussed marketing
What is a Facebook Ads agency?
It's an advertising agency that is primarily focused on Facebook advertising. A Facebook Ads agency creates the advertising strategy, sets the advertising goals, and creates and optimizes the various advertising campaigns on both Facebook and Instagram.
A full-funnel ad agency usually has a team of ad experts, copy editors, and graphic designers. The scope of the work they do depends on your monthly budget, meaning an agency would charge you a monthly retainer on top of your advertising costs.
What are the benefits of working with a Facebook Ads agency?
The Facebook algorithm is constantly changing and after the recent iOS 14 changes destroyed Facebook's ability to track iPhone users, it's becoming increasingly difficult for business owners to know how to optimize advertising campaigns on social media platforms.
That's why you must work with an experienced Facebook advertising agency that has worked with businesses in your industry or niche. It's your best shot at creating impactful ads that'll enable you to scale your business.
Do Facebook Ads even work anymore after iOS 14?
Yes, they do. Just because Facebook can't track its users doesn't mean your Facebook ad isn't working. It's just that you can't attribute your sales to it. What you need to do is analyze other metrics such as click-through rates, engagement levels, and website traffic to gauge the effectiveness of your Facebook ad.
How do we evaluate each Facebook ad agency?
Mayple has a rigorous vetting process that every Facebook ads expert and agency has to go through to be accepted into our community. Here are things that we look for in an ads agency.
We look at their past successes
The most important thing to consider when choosing a Facebook advertising agency is their experience. These are the questions we ask them:
Do you have experience with working with a similar target audience? A similar advertising budget? Do you have experience working with brands in a similar niche or industry? What other types of businesses have you done ads management for? Do you have experience with these specific ad types?
We evaluate their skills
Social media advertising takes both experience and skill. There is a whole lot to learn on every social network from the best ad types to use to the best account structure, campaign setup, audience targeting, you name it. A good digital marketing agency would have an entire team of experts with complementary skills to deliver the best results. To that end, we ask the following questions to determine their skill level:
Do you have experience creating custom audiences? Do you have a creative team available? What type of campaigns would you create to target potential customers in every part of the marketing funnel? What other advertising channels do you have experience in?
We make sure they go above and beyond for each customer
Every Facebook Advertising agency we've ranked goes above and beyond in their responsiveness and customer support. We know because, as part of our due diligence, we ask them questions like:
How often do you communicate with the customer? Do you check Facebook Ads Manager on an ongoing basis? How transparent are you with your successes as well as failures?
Is Facebook Ads your bread and butter?
If you want to smash your business goals and scale your enterprise using Facebook ads, then you're better off working with an agency focused on Facebook ads or one with a dedicated Facebook ads team.
Specialized agencies focused on Facebook ads provide optimal campaign management, improving your chances of accelerated business growth. To harness these benefits, book a consultation with a top agency on Mayple today and elevate your digital marketing efforts.
PPC7 Key PPC Trends That Will Supercharge Your Advertising Efforts in 2024Dating back to the late 1990s, PPC (pay-per-click) has seen some massive transformations as it's grown into a $60 billion market in the US alone. But for brands just dipping in their toes, the level of competition can be intimidating. That's why we discuss below the importance of PPC in digital marketing and how to stay competitive by keeping up with evolving trends.
7 key PPC digital marketing trends you need to be aware of
Shifting consumer behaviorsAutomation and AIMobile-centric optimizationVideo advertisingeCommerce salesVoice search and smart devicesMultichannel attribution
1. Shifting consumer behaviors and PPC strategies
As with any area of business, it's non-negotiable to stay on top of consumer behaviors and how those shifting behaviors impact the way you've been doing things. In the PPC world, we've seen two big changes spurred by consumer behaviors:
Consumers are more skeptical of ads, which has drastically boosted the number of ad-blockers in use.Consumers are demanding more authentic, personalized experiences.
For advertisers, this translates into a growing need for carefully crafted ads that provide genuine value, resonate with the individual interests of each user, and seamlessly blend into their user experience.
» Meet consumer demands better by improving your market segmentation.
2. Rise of automation and AI in PPC marketing
The impact of automation and AI technologies on PPC is nothing short of transformative. Tools like ChatGPT can sift through vast data sets to enhance targeting, making it easier for marketers to identify which PPC keywords resonate with their audience.
On the bidding front, artificial intelligence and machine learning tools can autonomously adjust PPC bids to connect you with qualified leads without sacrificing ROI. Further, AI can tailor ads based on user behavior and optimize delivery timing, ensuring relevance without overwhelming the audience.
Navigating privacy concerns in automated PPC
User privacy has long been a hot-button issue in online advertising, and AI tools are intensify these concerns. AI relies heavily on collecting and analyzing vast amounts of user data, which raises the risks of data misuse or unauthorized access. To navigate these concerns, consider being transparent about data collection and obtain explicit user consent before creating an automated PPC campaign.
AI-powered PPC management platforms
Harnessing PPC automation tools and AI-driven platforms is essential for success in digital marketing. These tools streamline campaigns, offering advanced automation, data-driven insights, and bid adjustments for optimal results. They empower advertisers to navigate PPC complexities, enhancing targeting, identifying top-performing keywords, and delivering tailored ad content based on user behavior while maintaining ROI.
3. Mobile-centric PPC optimization
Every passing day, more and more customers are shopping on their mobile devices like smartphones and tablets. Advertisers need to keep this in mind, crafting ads that are visually effective on desktop and the varying shapes and sizes of users' mobile screens. Try:
Focusing on ad copy that's concise and descriptive, highlighting the most important messaging quickly and effectively.Avoiding small text that can be hard to read on a smaller screen.Using eye-catching images and larger text when it's needed.
4. Leveraging video advertising in PPC
Video is all the rage in recent years, which explains why PPC video advertising has also shot up. Video consistently proves itself to be one of the most captivating and engaging content formats, with video ads being prevalent on platforms like YouTube and Facebook. While any brand can see success, video advertising tends to be more common in industries like fashion and beauty, which are heavily focused on aesthetics. To create impactful video ads on a budget, consider:
Leveraging user-generated content, where you repurpose video content created by your customers and followers.Taking advantage of free or inexpensive editing software.Shooting videos using a smartphone.
5. PPC's role in driving eCommerce sales
PPC plays a pivotal role in driving eCommerce sales, forming a symbiotic relationship that benefits both. eCommerce relies on PPC to attract potential customers who are actively searching for products, and PPC thrives on eCommerce to convert those clicks into sales. To make sure your ads are effective, consider best practices like:
Prioritizing long-tail keywords that reflect narrow, specific user intent.Crafting compelling ad copy that not only showcases your products but also highlights unique selling propositions and promotions.Use engaging visuals that highlight the strengths and aesthetics of your products.
6. Adapting to voice search and smart devices
Typing is becoming overshadowed by voice search and smart devices. This signals a significant shift in things like keyword usage, as a voice search is much different in nature.
While text searches tend to be less natural and focus on the most important nouns and adjectives, voice search is more conversational and in line with the way we talk.
For PPC ads, advertisers should focus more on natural, long-tail keywords and display voice-friendly and concise answers that give users information quickly and seamlessly.
7. Navigating multichannel attribution in PPC
Today's users will often engage with a brand on several channels before making a purchase. For example, they may click a PPC ad in a Google search result on their phone, browse the website, and sign up for the newsletter. Then, days later, they visit the company's Facebook page on their phone and browse a sale that's been promoted in a post. Then, even later, browse again in a newsletter promotion and finally make a purchase on their desktop.
To address this, consider advanced tools like Google Analytics 360 and marketing automation platforms. They can help you set up attribution models that provide a comprehensive view of the customer journey and attribute conversions accurately to the right channels and touchpoints.
Crafting your strategy amidst shifting trends
As an advertiser, it's critical for you to keep on top of shifting marketing trends so you can stay competitive and successful. Consider all the insights and tips we've discussed today, including shifting consumer behaviors and strategies, the rise of automation and AI, mobile-centricity, video advertising, eCommerce sales, voice search and smart devices, and multichannel attribution. They can help to inform your PPC campaigns, allowing you to achieve better results in today's dynamic digital marketing landscape.
However, while these AI-powered platforms are invaluable, finding the right PPC expert who can leverage these tools effectively is equally important. This is where our platform comes in. We are a marketplace and platform dedicated to helping brands connect with highly vetted experts who possess proven experience in your specific niche.
Our unique approach considers over 50 factors and employs AI to match your brand with professionals who understand your industry inside and out. By partnering with our platform, you can tap into the expertise needed to maximize the potential of PPC automation tools and elevate your digital marketing efforts. Discover how Mayple can connect you with the perfect PPC expert for your business today.
PPCYour Guide to the 10 Best Paid Search Agencies in 2024Achieving online success requires a strategic approach, and partnering with the right paid search agency can make all the difference. The following paid search agencies have the skills and resources to help maximize your return on investment (ROI) and unleash your business's full potential.
Speaking of ROI, here's how to accurately calculate yours.
Our top picks for the best paid search agencies
1. AdCore - Best overall
2. Sortino Marketing - Best for results-based performance marketing
3. SnapAdvantage - Best for data-driven social media marketing
4. Three Beacon Marketing - Best for fast-scaling eCommerce brands
5. Kaliber Performance Marketing - Best for intent-based advertising
6. Zonder Marketing - Best for strategic eCommerce optimization
7. MindAd Media - Best for fast-scaling eCommerce stores
8. Terrific Digital - Best for fast-growing startups
9. Casa Media - Best for creative digital marketing solutions
10. Hop Skip Media - Best for data-driven PPC advertising
What is a paid search agency?
Paid search agencies are experts in steering and optimizing paid advertising campaigns on search engines. They've got the skills to keep your campaigns finely tuned, from honing in on the right keywords to crafting compelling ads and utilizing smart strategies. Essentially, a paid search agency is a strategic partner for businesses in digital commerce, helping you boost visibility and achieve stellar results through impactful paid search campaigns.
How to find the perfect paid search company
You can't just hire Jo Shmo off the street and expect to get the results you're looking for. Great search specialists are rare and you have to make sure to work with the right one for your business.
The right paid search agency should have a few key elements:
Proven expertise in your niche
The advertising agency should have proven expertise in your particular niche. For example, if you're a real estate business, you need to work with an advertising agency that has worked with other real estate firms and has a proven success record.
Robust marketing strategy
How do you identify real talent? You ask your advertising agency to create a marketing strategy before you hire them. The strategy should include:
Tactics they recommend for your business (including ad types, campaign strategies, and high-level landing page design tips)What they plan to do to hit your marketing goalsKey performance indicators (KPIs) they will be trackingSearch trends that would apply to your business
Transparent reporting
Even if you're an analytics wiz you still need accurate reporting
What are paid search services?
Paid search refers to the online ads companies run on search engine results. When you type something into Google you get a list of search results that are both organic and paid (search ads).
The organic search results are optimized through search engine marketing (or search engine optimization) while the paid results are ad campaigns that companies launch using Google Ads or Bing Ads. You can launch search campaigns on all the major search engines as well as online platforms like Amazon.
Essentially, paid search services include things like Google Ads, Bing Ads, Amazon Ads, Google Shopping, Native Ads, and remarketing or retargeting campaigns. It's a crucial omnichannel marketing strategy for businesses looking to boost online visibility and profitability, as exemplified by Ilva, a Danish furniture dealer. They achieved a notable 30% increase in return on ad spend and a 20% rise in offline sales using omnichannel bidding and conversion value rules.
Audience, keyword, and competitive research
Before starting any new advertising campaigns, we perform thorough market research, keyword discovery, competitor analysis, and ROI calculations. Using these insights, we develop an effective plan that aligns with your overall marketing strategy and helps you achieve your business goals.
Bid management
Paid advertising involves paying for ads on Google and other platforms. You need to bid for them in real-time so you don't get outbid by competitors. Search engine advertising agencies are tenacious and never quit in their quest to deliver the best results for your company and meet all of your KPIs.
Conversion strategies
With the right tools, we can track conversions and see which parts of your site are converting well and which aren't. Our experts can then use this information to improve your user interface and content to increase conversions.
Conversion Rate Optimization
We don't know what we don't measure; through CRO and experimentation, we're able to continuously monitor and improve the performance and effectiveness of your paid media marketing campaign in real time.
CRO also allows us to test different copy and designs for our paid ads with specific audiences, and then switch them in and out depending on which one works best.
Custom reporting
Each paid advertising campaign is different, and so should your reporting. We create customized reporting that lays out your entire campaign from a holistic perspective so you can easily understand the results of each aspect of your campaign.
We will meet with you at least once per month to review your current performance and discuss any adjustments needed for future campaigns.
Work with an award-winning paid search company
Don't waste months of your time sitting through sales pitches, looking at pitch decks, reading fancy testimonials, and getting no results. Work with a search marketing agency that has experience in your niche, has proven results, and can quickly diagnose your problem and get you on the right growth trajectory.
Digital Marketing10 Best Advertising Agencies in 2024Let's face it: every business owner wants to take their campaigns to new heights, achieve stellar ROAS, and get the most out of their investment. Working with the right advertising agency can make all these aspirations a reality. Whether you're a marketing director or a business owner, our pick of the best advertising agencies can help you find a reliable partner to build and further enhance your marketing efforts in 2024.
Our top picks for the best advertising agencies
1. Social Kick - Best overall
2. Octopus - Best for B2B advertising strategies
3. Replug - Best for mobile app marketing
4. Result Kitchen - Best for data-driven growth
5. Novi Digital - Best SEO & PPC services
6. Left Coast Agency - Best for growth marketing solutions
7. Bowler Works - Best all-in-one marketing solution
8. Moburst - Best for mobile and app marketing
9. MindAd Media - Best for marketing and sales strategies
10. Zonder Marketing - Best for performance marketing solutions
What is an advertising agency?
A digital advertising agency is a business that is dedicated to creating, planning, and handling advertising for its clients. Digital agencies often offer creative services such as graphic design and video production; they're involved in content creation and copywriting to create the ads. And then they also manage the technical setup and ongoing optimization of the advertising campaigns. It's like a digital marketing agency but just more specialized.
Why work with an advertising agency?
Digital advertising blew up in the last decade with the rise of social media platforms and new ad formats. This digital transformation in the advertising space has created a knowledge gap for business owners who want to scale their advertising efforts. Each platform has its own algorithm and rules, and it's tough to master any particular channel for a business owner or an in-house team.
Hiring advertising experts in-house is a very costly proposition and often takes much more time to train and determine if they are a good fit than when working with an agency. Creative agencies usually have a team of graphic designers and copywriters on staff. You could also hire them for some consulting work to just look at your overall strategy and suggest specific tactics you should work on.
Types of advertising agencies
There are 3 main types of advertising agencies that you should know about:
1. Creative agencies
Creative agencies are focused on the design of your ads and your overall brand. They often offer branding services such as creating your branding strategy and enhancing your site and social media pages with creative branding assets, very similar to a branding agency.
2. Social media advertising agencies
Another type of advertising agency focuses on social media ads because there are so many different platforms. And each one requires its own expertise. For example. some agencies only focus on one channel, like Facebook Ads, while others work with several channels. Some of the largest advertising agencies struggle to assemble a team of experts knowledgeable enough in all the variety of social media platforms that are used today.
3. Full-service advertising agencies
The full-service agency offers all the various digital advertising services—from copywriting to designing user experiences and managing the campaigns and the advertising budget.
What does an advertising agency cost?
Most advertising agencies charge a management fee that's a percentage of the marketing budget (or marketing spend). On average, a typical management fee is between 15% and 30%. At Mayple, the agencies that we would match you with charge around 10%, and that number goes down as the marketing spend increases.
Who should use an advertising agency?
Marketing directors or managers who don't have the right expertise on their team for specific digital platforms. It could also be business owners who require digital advertising services or a new digital strategy.
What are the four types of advertising?
Advertising in periodicals and journals is a thing of the past. Digital advertising is where most of the world's biggest names play. There are several types of online advertising services that an advertising company would offer for both B2C and B2B clients, namely:
Display advertising - usually referred to as banner advertising, it is when a business places a banner on a blog, website, or search page. They are either horizontal or vertical banners and are mostly visual, with very little text.Video advertising - video ads are eye-catching, entertaining, and great for telling a story. They're used in social media marketing on channels like Facebook Ads and on video sites like YouTube. Video ads are great for a brand awareness campaign.Mobile advertising - this is any ad that's displayed on mobile devices and includes a wide range of options like video, display, banner, search, and social ads. Mobile marketing is a huge area of advertising, and it will only get bigger and more impactful as time goes on.Native advertising - this is when an ad is integrated into a piece of content. It could be on an online publisher site or a blog. These ads are considered less disruptive because they usually match the style and flow of the piece.
What are the five roles of an advertising agency?
I know what you're thinking—who am I going to actually be working with? And you're right. It could get pretty confusing. There could be a wide range of roles at an advertising agency. Here are the main ones you should know about:
1. Copywriter
First and foremost, every good agency (even if it's a boutique agency) needs to have a good ad copywriter. That's the person who writes the copy for all the ads and landing pages.
2. Media planner / digital strategist
The media buyer or planner is in charge of setting up each advertising campaign, the audience tracking, and managing things on a daily or weekly basis. They could also do creative strategy as well.
3. Social media expert
You guessed it! Every advertising agency needs a social media marketing expert on the team. They should know how to create content for each platform and how to increase engagement and grow followers.
4. Graphic designer
A graphic designer is someone who will be creating the designs for your ads. That could include doing animations, creating videos, and doing touchups on your ads. It's like having your own design firm.
5. Website designer
What's a web designer for? For coding the landing pages, if you have specific ones you use for your advertising campaigns.
PPCPPC vs. Display Ads Explained: Which Is Right for Your Business?Online advertising can be a quick and powerful way to boost your digital presence—up to 80%. Plus, certain online ads can improve your conversions by 59%, especially when people search for your business after seeing those advertisements.
Success depends on choosing the right ad format based on your target audience and business goals. The two main options available to you are pay-per-click (PPC) and display ads. PPC ads can be a strategic choice if you want to make immediate sales, while display ads are ideal for creating a lasting brand presence and gaining recognition over time.
In this post, we'll highlight the key differences between PPC and display ads so you can make an informed choice for your business.
Fundamental differences and examples
Below, we explore the main differences between PPC vs display ads, including what they look like and how they're used.
PPC ads
PPC ads are a way for businesses to show ads online and pay only when someone clicks on their ad. This makes PPC ads staples in search engine results like those on Google and social media feeds on platforms like Facebook. PPC ads are a popular and effective way to reach potential customers who are actively searching for products or services related to what the business offers.
For example, a search engine PPC ad should be well-crafted to grab the attention of potential customers, provide relevant information, and entice them to click on the ad. Joes Beauty achieves this by clearly showing:
The product's name and brandValue to the customer (unbeatable pricing + fast shipping)Other product categories the customer may be interested in
In comparison, Facebook PPC ads need to be highly visual. Social media is synonymous with high-quality images, so successful Facebook PPC ads need to stand out from the competition and catch the target audience's eye. Comic Warehouse achieves this with their Facebook PPC ads by:
Letting product images take up most of the ad spaceIncorporating a carousel to promote more than one product in a single adAdding simple 'Shop Now' buttons underneath each image
Display ads
Display ads are like online billboards or posters that you see while browsing websites, reading articles, or using apps on the internet. You'll spot these as banners, sidebars, or even pop-ups on various desktop and mobile sites. They're meant to catch your eye with visuals such as images, graphics, or videos. These ads aim for long-term brand recognition and usually charge based on how often they're viewed, not clicked.
For example, this display ad banner pops up in one of Simone Walsh's blog posts. Its copy is clear and to the point, while the image tries to connect to the customer emotionally.
The main difference between PPC vs display ads is that PPC ads appear during active searches, while display ads appear during casual browsing.
Aligning advertising goals and budget allocation
Deciding how much money to allocate to PPC ads vs. display ads can feel like walking a tightrope. PPC ads deliver quick leads and immediate results—yet come at a higher price per click. Display ads cost less and help create awareness and visual impact, albeit with a longer wait for ROI.
So how do you decide? The key is to align your budget with your goals. Suppose you have $5,000 to spend with the goal of acquiring 200 new customers this month. Then, you'd do well to allocate 70%-80% to PPC since it can provide you with quick, targeted results. The remaining 20%-30% can go into display ads, which are effective for long-term brand building.
Audience targeting and testing
PPC and display ads differ significantly when it comes to audience targeting. PPC ads zero in on people through keyword relevance and search intent. Display ads, meanwhile, target broader groups based on interests and demographics.
To make the most of audience targeting, you need to focus on specific details. For PPC campaigns, this means harnessing search intent and demographic factors. For display ads, align your campaign with specific interests and popular websites.
And don't forget to regularly test and refine your campaigns for the best results. Here are some strategies to consider:
A/B test ad copy to identify the most persuasive messagesVary landing pages to discover the best user journeyTweak visuals to figure out what engages your audience the most
Based on the results, you can fine-tune your strategies to optimize performance across both PPC and display ads.
Designing engaging ad content and measuring performance
The impact of compelling ad content cannot be overstated. In a crowded internet landscape, engaging ad content can be the difference between a fleeting glance and a meaningful customer interaction.
Both PPC and display ads allow you to run ad content, but each requires a distinct approach for optimal results.
For PPC campaigns:
Keep copy concise and focusedUse a compelling call to actionIncorporate dynamic elements like videos to elevate engagement
For display ad campaigns:
Use visually captivating images to grab attentionIncorporate storytelling to engage viewers and convey your message effectively
Once you apply these tips, keep a close eye on particular metrics to see how well you're doing.
For PPC, watch your Quality Score, click-through rate, and conversion rate. These numbers reveal how engaging your ad is and how often it turns clicks into actions.
For display ads, focus on viewability, total impressions, and engagement rate. These tell you how often your ad actually gets seen and interacts with your audience.
By regularly monitoring the performance of your ads, you learn what's working and where adjustments can be made.
» Here are some helpful tips to help you nail your ad creatives
Optimize your advertising strategy with Mayple
While considering the merits of PPC and display ads for your business, you might find value in a specialized guiding hand. That's where Mayple—a comprehensive platform for managing paid search campaigns—comes in.
Mayple combines industry expertise with advanced tools to help businesses achieve their advertising goals. Our PPC experts have a proven track record in optimizing PPC and display ad campaigns for hundreds of brands, and they can help you align with the strategies discussed in this article.
Platforms and scenarios
PPC and display ads each have their native territories where they shine brightest. PPC ads usually dominate search engine results, primarily through platforms like Google Ads. If you're aiming to target users based on specific search intent, Google Ads often provide the highest chance for immediate conversions.
On the flip side, display ads find their home on social media feeds and various websites. They excel at building brand awareness over time. If you're looking to capture attention and target broader audiences based on interests or demographics, display ads on social media platforms are the way to go.
Both ad types offer unique advantages depending on the platform and the goals you aim to achieve, making a clear case for diversifying your advertising strategy.
Crafting your digital ad strategy
The benefit of digital advertising is its ability to deliver measurable results quickly. If immediate conversions are your priority, using PPC for business is a no-brainer. On the other hand, display ads provide the visibility you need for long-term brand building. Platforms like Mayple can help fine-tune your strategy to ensure you're using your budget effectively.
» Want to learn more about PPC ads? Get all the answers in these expert-approved books