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Paid Digital (PPC)


Further has a team of paid search specialists who are passionate about all things PPC - and focus 100% of their time researching, creating and managing Paid campaigns for clients. They have many years of combined experience in the discipline with a responsibility for spends ranging from £10,000 to in excess of £1 million a year.

This experience in paid digital advertising encompasses all facets of PPC, display and paid social.

Platforms explained;

Paid Search

Advertising on the Google Search Network or the Bing/Yahoo Search Alliance is an effective platform for many industries - across both b2c and b2b.

It may be an AdWords account with 1,000,000 keywords or a smaller Yahoo/Bing account with a few hundred keywords - either way, our paid search team have perfected a methodology to ensure we manage paid search campaigns to meet the relevant campaign objectives.

The steps we would undertake are:

Account analysis

If you have previously run an account, we would undertake a full audit of the account structure and provide a detailed list of improvements to improve on its current performance. These can include keywords and match types used (including negatives), account structure, ad creative review, landing pages, bid optimisation strategy, targeting (device, time of day, day of week, geographic location, language).

Account set-up

If you've never run a PPC campaign before then we will carry out the full account set-up for you.

For those with existing accounts, we analyse it and - should it be in decent shape - be happy to take over the management of this account. This will protect the account's history and quality scores it has built up.

If, however, we feel that the account is in such a way that no benefit will be gained from taking over its management, we would recommend and implement the clean set-up of a new account.

Keyword research

The backbone of any account is the set of keywords which ensure your ad appears when a customer is searching for a product or service you offer. Google estimates that 16% of all searches it records each day are brand new search terms it has never seen before. Which means that a paid search account never sits still and is constantly requiring new positive or negative search terms to be added on an almost daily basis in order to ensure your advert is shown to only the most relevant customer.

Ad copy (+ extensions)

It is essential that the paid search campaign displays bespoke ad creative which clearly states the product offering, a unique selling point and a call to action. Including site extensions - the additional links to different ranges or departments - is a great way of extending your ad message and allows for cross-selling and up-selling. Other extensions may include a phone number which allows for tracking through unique telephone numbers and a Google Local extension to help drive traffic to your high street store.

Landing pages

It is vital that potential customers are directed to the best possible landing page - one which answers the very query they were searching for. The fewer clicks you put in the way of a potential customer, the better. Landing page testing is an important element of any digital campaign and is something we work closely with our clients on, including conversion path analysis.

Campaign tracking

No campaign has any value if it does not include tracking to ascertain whether objectives or KPIs are being met. We work closely with clients to determine the KPIs against which all campaigns will be measured and then instigate a robust tracking system before any campaign is set live. All elements can be tracked once a customer clicks through from an advert, and their activity on your site recorded; from the pages they visit through to any 'conversions' they may complete - for example, product purchase and value of purchase, newsletter sign-up or a phone call to your sales team.

Last click versus conversion path

In digital advertising, as with any marketing channel, customers are rarely exposed to one advert or marketing communication before making a purchase or registering for a service. Knowing the conversion path they take in their decision making process is an element of the campaign optimisation we undertake at Further. A keyword or ad placement that doesn't directly result in a conversion could be dismissed as not working, but it may have been the trigger term which created a customer's awareness of your company's offering. With the tracking we use, we are able to look at the conversion funnel a customer uses and optimise campaigns and keywords accordingly. This gives value to those keywords and ad placements that may not have directly resulted in a conversion, but had their part to play.

Campaign management

Once a client's campaign is up and running, the real work starts. Digital campaigns are constantly evolving and our team are continually refining the campaigns we manage - from search bid optimisation to ad creative refinement to landing page testing. Our ongoing campaign management and optimisation means that no campaign ever stands still and we are continually thriving for improved KPIs.


Beyond 'Traditional' Paid Search

As well as the standard paid search advertising platform, there are many additional search marketing opportunities available for certain industries.

Product Listing Ads

These are ideal for retail clients with large and constantly changing stock levels and prices.

Product Listing Ads (PLAs) are search ads that include richer product information, such as a product image and price, without requiring additional keywords or ad text. Whenever a user enters a search query relevant to an item in your Google Merchant Centre account, Google will automatically show the most relevant products along with the associated image, price and product name.

PLAs are linked to a Google Merchant Centre account - an area within Google where you can upload a spreadsheet or database which contains information on all of the products you sell. This will include a unique product ID, item description, product image and price. This product listing can be set up as an automated feed so that as stock levels run low ads can be automatically paused, or as prices change the most up-to-date price will be displayed in the search advert.

When a customer searches for a specific product, Google will look at the terms they are using in their search query and match this to the product descriptions and product types from all of the Google Merchant Centre accounts. It will then contextually match products to this search and display relevant product listing ads to the customer.

Dynamic Search Ads

These are ideal for large retail clients with continually changing product lines and prices.

Dynamic Search Ads target relevant searches with ads generated directly from your web site - dynamically. With Dynamic Search Ads, Google keeps a fresh index of an advertiser's inventory using Google's organic web-crawling technology. When a relevant search occurs, Google will dynamically generate an ad with a headline based on the query, and the text based on the most relevant landing page. The ad enters the auction and competes normally. This is a great way to ensure broader exposure on the very detailed searches that a customer may perform where they use very specific product codes and longer search phrases.

Dynamic Search Ads work well alongside existing keyword-based paid search campaigns to deliver more clicks and conversions.

Dynamic Search Ads are a great way of keeping the main AdWords campaign in sync with what is being sold and what customers are searching for right now.

Search remarketing

Some high volume and generic keywords will be highly competitive and require high bids to achieve top page visibility. This is not always the best and most cost efficient form of advertising for some companies, especially those with a limited media budget. However, there is a way of bidding on these terms to a guaranteed set of 'warmer' leads that are already aware of your brand proposition.

With remarketing, a customer who has already visited specific 'high value' pages on your site can be re-targeted to when they next search on Google. In this way a selection of high volume, generic search terms can be added to the search campaign and displayed only to those people who have previously visited your site but have not yet 'converted'. Equally, a separate targeting campaign can be set up to promote to customers who have already 'converted' but can be shown an ad to cross-sell complimentary products and services.

Remarketing is a great way of keeping your brand 'front of mind' when your target audience is undertaking product research on the Google Search Network.


Google & Yahoo Display Networks

The Google Display Network (GDN) is one of the largest networks of websites which allows for display advertising against targeted criteria. The GDN reaches 92% of Internet users. Coupled with the Yahoo Display Network, advertising across both will enable advertisers to reach almost all Internet users.

Display Network campaigns are a great way of building brand awareness, where the impressions (views) of a banner ad are completely free until somebody clicks on them. With the payment at a CPC (cost per click) level, you can precisely control spend and report in exactly the same way as a paid search campaign.

Advertising across the network can utilise much more eye-catching creative than standard search marketing - Flash or HTML5 banners and even video ads can provide a much more compelling sales message than a standard text advert.

Targeting on the Display Network can be in a number of ways:

  • Contextual Targeting - This targeting allows advertisers to connect with users as they read web content that's directly related to what the advertiser is selling, with the precision and accuracy of search advertising.
  • Placement Targeting - With placement targeting, advertisers can show their ads on selected web pages, online videos, RSS feeds and mobile sites. Combining contextual and placement targeting at once allows advertisers to be more precise in the types of customers they are reaching on certain websites.
  • Interest Targeting - With interest targeting, advertisers can choose from a range of interest categories which are then used to target a specific audience as they visit websites with the Display Network.
  • Topic Targeting - Topic targeting is a close cousin to interest categories, but based on sites rather than audience.

Display Remarketing

Along with direct placement targeting within the Google Display Network we are also able to utilise Google remarketing tools.

Within Google remarketing advertisers are able to target audiences on the Google Display Network (including YouTube) who have visited a certain page of their website and/or performed a certain action, no matter what sites they are visiting.

Remarketing does not target individual sites against themes or topics but instead targets individual users based on their previous browsing behaviour. As an example you could choose to target users who have visited your website and started the buying process but did not complete the transaction. This remarketing can then be further targeted to identify certain products and services a client was viewing and then re-target them with a bespoke sales message relevant to a particular product they were viewing on your site (Dynamic Remarketing).

Even if a customer has completed a 'conversion', remarketing can be a great way of cross-selling products to the same customer which are complementary to the product or service they have already purchased from you.

Often, non-completion of transactions is due to the user running out of time or comparing product offerings from competing businesses. Remarketing in this instance is a great way of reminding them of your offering over your competitors. These customers are already aware of your brand as they have visited your site previously so they are more likely to be a very 'warm lead'. Click-through rates and conversions from re-marketing campaigns can be significantly higher than normal GDN advertising.

Payment on re-marketing campaigns is based on a CPC model in exactly the same way as standard GDN advertising so this is a very cost effective form of display advertising.


YouTube, also part of the Google Display Network, can be a very effective way to connect with your target audience in an unique and informative way. You can choose to promote your own bespoke videos or simply advertise against third-party videos with relevant content.

Advertising Against Third-Party Videos

Advertising against third-party videos means that individual videos can be targeted or ads can be displayed against videos within specific video channels.

The ads can take the form of in-stream ads (with a 300x60 or 300x250 companion display ad), as a simple text overlay or as a standalone 300x250 display ad.

TrueView in-stream ads may be seen as a pre- or mid-roll video ad against other third-party videos on YouTube. Viewers have the option watch the ad in full or to skip the ad after viewing it for five seconds.

Advertisers are only charged when the viewer watches 30 seconds of the ad or watches to the ad's completion, whichever is shorter.

Text overlay ads sit at the bottom of the YouTube video and are paid for on a simple CPC basis, so the advertiser would only pay for the ad if a viewer clicked on it. Display banner ads can be targeted to appear against specific videos or against multiple videos on YouTube channels.




Advertising through social media is a rapidly growing and effective form of communicating with your target audience.

Facebook Ads are paid advertising messages which can include social context, encouraging users to share with their own friends on Facebook and become your brand advocates.

Facebook advertising can be used to:

  • Get More Page Likes: Reach people who aren't connected to your Facebook Page yet.
  • Promote Page Posts: Promote a specific post; giving you improved reach and increasing your chance of placement in the news feed
  • Get New Customers: Encourage customers to visit your web site and buy directly from you.

Facebook advertising can take the form of a simple text ad which includes a title, description and image or can be in the form of a promoted post which appears within the target audience's news feed.

Similar to Google advertising you only pay when someone clicks on your advert and you can set the bid to a recommended amount and set a daily budget of anything from £1 per day upwards.

The audience on Facebook can be targeted by a multitude of options including age, gender, geographic location, marital status, education, place of work and interests.


LinkedIn advertising allows you to create and place ads on prominent pages on the LinkedIn.com website. You only pay when people click on your ads and you can target them to visit your LinkedIn page, share your information with their own LinkedIn contacts or get them to click through to your website. You specify which LinkedIn members view your ads by selecting a target audience: by job title, job function, industry, geography, age, gender, company name, company size, or LinkedIn Group.


In a similar way to Facebook you pay on a cost per interaction rate.

Want to know what we could do for you? Call us on 01603 878240 today.