Setting up Google Ads is simple. Creating ads that will consistently bring quality enquiries is not.
Many companies in the UAE use PPC Advertising and expect immediate results. Only a small percentage of these companies receive quality enquiries and a large number receive lots of clicks. The problem is not Google Ads, but how the campaign is structured and managed on a continual basis.
A PPC campaign is definitely not about throwing more and more budget at Google Ads. It is more about identifying and reaching the right audience with the right message at the right time.
What is PPC Advertising?
PPC allows companies to run advertisements on Google Search, Google Display Network, YouTube, and Microsoft Ads, to name a few. Companies that want to avoid the lengthy process of ranking organically on search engines on search engines can now use PPC Advertising to make their business offerings visible to potential customers.
Unlike the organic way of bringing people to your website, this method is not about increasing your website traffic. Since every click is at a cost, PPC Advertising is about attracting people who are looking for your service or product.
When executed effectively, PPC campaigns can:
- Create quality opportunities
- Grow traffic
- Improve conversions
- Decrease time to market
- Facilitate better measurement of marketing activities
Why UAE Companies Use PPC Advertising
Competition is increasing, especially in Dubai, Abu Dhabi, and Sharjah. Most consumers begin their purchasing process online and will research and compare multiple businesses.
When you search for a service, which results do you pick?
It is easy to see why companies use PPC—to target consumers when they are searching for services.
Some examples include:
- Dubai Website Development Company
- Digital Marketing Agency in Dubai
- Dubai Luxury Furniture
- UAE Accounting Services
These examples show an intent to complete a purchase, which is why PPC is a cost-effective method to capture leads.
PPC campaigns consist of consumer search patterns, keyword selection, audience and geographical targeting, and continual improvement to both capture leads and reduce unnecessary clicks.
What Makes a PPC Campaign Work?
While creating a Google Ads campaign can be done in minutes, creating one which is consistently successful can be very difficult.
The first step in building a successful PPC campaign is clearly defining your target customer, because not all high-search-volume keywords generate qualified leads. Focus on keywords that indicate purchase intent for the best results.
Clear, concise ad copy can significantly improve campaign performance.
Another element of digital advertising campaigns is the landing page. If a prospective customer clicks on an advert for a specific service and is taken to the homepage, that customer is likely to leave without making any enquiries. Landing pages with specific services and calls to action improve the likelihood of customer conversion.
Tracking meaningful actions such as customer enquiries, calls, requests for quotes, or purchases must also be part of every campaign. Conversion tracking can show the effectiveness of the various elements of the campaign.
Glaring mistakes seen in many pay per click campaigns are:
- Using broad and non-specific keywords resulting in poor traffic
- Ignoring negative keywords
- Sending traffic to a home page instead of a service specific landing page
- Failing to track conversions
- Failing to optimise campaigns
- Focusing on the number of clicks instead of qualified lead conversions
All of these mistakes will result in loss of advertising budget or worse, the campaigns will be unable to generate leads.
PPC vs SEO – What Should You Invest In?
The goal of a digital advertising campaign drives the decision to use pay per click (PPC) or search engine optimisation (SEO).
If you quickly need to generate business enquiries, pay per click will give you immediate visibility. If you need to grow business traffic organically and in a more sustainable way, then search engine optimisation is the better option.
Many of the most successful businesses integrate both PPC and SEO. This creates a digital advertising campaign that generates business enquiries instantly, while growing online visibility and traffic in a sustainable way.
Why Partners Collaborate with Decimal Technologies
Each company serves different clients, faces different competitors, and has different business goals, and for those reasons, we do not apply a cookie-cutter approach when it comes to deciding on a pay-per-click (PPC) strategy with our clients.
Our approach at Decimal Technologies is to first analyse the details of your business, and then and only then, begin to design ad campaigns that complement your business goals. Post-launch, we constantly monitor and modify the PPC strategy to ensure clients receive the most value with PPC spend.
Paid advertising services we offer include:
- Search Advertising
- Display Advertising
- Shopping Campaigns
- YouTube Ads
- Landing Page Design and Consulting
- Conversion Tracking
- Retargeting
- PPC Campaign Assessment
- Continuous Campaign Improvement
Our target isn’t just clicks. We seek to generate sales and grow your business.
How to Evaluate a PPC Agency
When looking to partner with a PPC agency, be sure to consider the following:
- Are they knowledgeable about your business?
- How do they define success for a campaign?
- Will they show detailed metrics?
- Will they ensure campaigns are current?
- Are they only concerned with traffic, or do they look at leads as well?
Your agency of choice will be able to communicate their plans clearly, and identify business goals that will be supported through advertising, as opposed to just increasing the budget.
Summary
For businesses in the UAE, one of the best ways to reach new customers is through PPC advertising. This method While PPC offers ease of access and quick deployment, it also has its drawbacks if successful campaigns are built on the foundation of diligence.
Distinct from campaigns that waste advertising budget in a futile manner, successful campaigns are designed for continual improvement with an emphasis on diligent and precise conversion tracking.
Decimal Technologies can build PPC campaigns with measurable outcomes for your business. Let us help you optimise your advertising spend and generate more qualified leads.