Good to know

• Does Tank also do social media advertising?

  At Tank, we have extensive experience running ad campaigns across social media including Meta (Facebook and Instagram), X/Twitter, LinkedIn, TikTok, Pinterest and Reddit.

  Our paid social specialists are experienced in using social media advertising to foster relationships with prospective customers, and positioning our clients’ products and services in front of targeted customers, who are interested and keen to buy. As well as creating and putting the ad out there, we deliver a measurable plan for success so you can continue flourishing.

  To succeed at social media advertising, you need a robust social media strategy which outlines your objectives and the steps we’ll take to meet them. We all know that customer expectations and buying behaviour are constantly changing, so keeping ahead of trends and monitoring their activity is essential to developing your game plan.

  With the vast and growing number of social media users, your presence on these platforms is key to your marketing strategy and revenue, so you need to place the same sense of importance on it as your core activities.

  Luckily, our team is experienced in growing loyal communities and raising targeted brand awareness to get you seen. We’re hands on with research, getting to know the community and leveraging the latest advertising options, so you can reach those customers who may not have come across your brand or had the confidence to commit.

• How do I set a PPC advertising budget and can it be adjusted?

  Your PCC advertising budget will be dependent on a few factors like the cost of your keywords or your conversion rate. However, it’s important to have a benchmark figure in mind to ensure your spend isn’t higher than your return, and so that you can run your campaign well.

  Before you go ahead, you need to clearly define your advertising goals and the purpose of the campaign. You may want to improve website traffic, increase sales or visibility, whatever the goal – defining it will help you keep focus and tailor your campaign to achieve it.

  Calculating your costs will give you an idea of your expenses. Your average conversion rate can be calculated by dividing the number of conversions with your ad interactions, and then multiplying by 100 to receive a percentage. For example, if you have 100 conversions and 5,000 interactions, your average conversion rate will be 20%. This will give you some idea of how you’re performing and whether you need to improve.

  Calculating your average CPC for your sector and chosen keywords will also be worthwhile so you know what to expect. Your monthly budget is just as important, and predicting how much you spend per day, to know your monthly expenditure will help to keep you on track.

  If you’re unsure, you can set a test budget to see how your ad performs, and then adjust it accordingly. You also need to consider your margins and expected ROI to calculate whether your campaign will be profitable.

  It’s important to monitor your PPC campaign and adjust it accordingly, and the same applies to your budget. If your campaign is performing well, you may want to increase your budget to continue driving sales. On the other hand, if it’s not performing well, you can bid for more competitive keywords which may have a higher cost, but can drive results.

  Budget is critical to your PPC campaign and allocating funds to different keywords and campaigns based on their performance will ensure that you get the best value.

• Do PPC ads rely solely on keyword targeting?

  Whilst keyword targeting is a fundamental aspect of Google Ads, the platform does offer alternative targeting options to help advertisers find their desired audiences. These include:

  Location Targeting: Serving ads to users based around their geographical location, such as countries, cities, regions or even a unique radius targeting around a specific location – literally dropping a pin on a map!

  Demographic Targeting: Allows you to target users based on demographic data, such as gender, age or parental status.

  Device & Platform Targeting: You may opt to show your ads to users on specific devices (such as mobile phones, tablets or desktops) or on particular platforms (such as YouTube or the Google Display Network).

  Language Targeting: Serve ads to users who speak specific languages, independently of their geographical location (for example, german speakers within the UK).

  Audience Targeting: This includes remarketing to users who have previously visited your website/app, using custom audience lists based on your own data (such as customer emails), or Similar Audiences, who have algorithmically similar characteristics to your existing customers or website visitors (often called Lookalike Audiences on other channels).

• What is quality score, and how does it affect campaign performance?

  Quality score is a diagnostic tool used by search engines including Google Ads, which determines the quality and relevance of your ads compared to your competitors. It takes into account keywords and landing pages, and is the driving factor of where your ad will appear and your CPC.

  The score is measured from 1 to 10 and if you achieve a high quality score, your ad will perform better at a lower CPC. This is determined by multiple factors. Your click-through rate plays a huge role in your quality score. The more clicks you achieve, the higher your score will be, so you need to ensure your content and keywords are engaging and draw in your prospective customers.

  Your ad relevance also determines your quality score. If it’s relevant to your targeted keyword and your prospective customers’ search query, your score will be higher. Your landing page should also be designed to provide a great user experience, as it too plays a part in your score.

  If you achieve a high quality score, your ad position will likely be higher meaning you have a greater chance of driving traffic. This means you can also reduce your CPC. You may also be eligible for ad extensions which display more information under your ad, helping it stand out and improving your chance of driving traffic.

  Your quality score can be improved. You must ensure that your ad is relevant to what users are searching for and optimise your landing page so that it provides sufficient information, and a great user experience. It’s critical that your keywords are relevant and competitive, and ensure that your ad copy is engaging and drives action. Whether that’s with a simple call to action or you offer prospective buyers something unique.