Search Advertising

PPC or pay-per-click advertising means you only pay for your ad when someone clicks on it, which is a very cost effective way of advertising to reach your potential audience when they are searching for similar products or services. PPC advertising can be undertaken in a number of different ways, including search, display, retargeting, shopping, videos and more.

Icon offers all PPC advertising options available within the Google Ads platform, including search, shopping, display, in-app, video, and social. At Icon we are innovators and early adopters. As soon as new features are added to the Google Ads platform, we rigorously test them to gauge their potential for helping our clients. This includes testing the newest betas on offer from Google.

Traditionally PPC has been an extremely cost-effective way to reach an audience when they are searching the internet for similar products and services to your own. Over time it has become more competitive and CPCs have increased. However, having an agency that knows how to maximise your ROI can make your investment in PPC one of the most effective and cost-efficient advertising channels available. Remember, you only pay when someone clicks on your ad.

The cost of a PPC campaign depends largely on the industry and the amount of work involved to get the campaign set up. We use tools such as Google Keyword Planner to gauge this, which enables us to provide you with an accurate quote for the time required to generate the campaign.

The question of whether to start with PPC or SEO can be answered by determining how competitive your industry is. Some industries, such as insurance and banking, require very high CPCs to rank. In turn, this requires a large budget, a well optimised website for SEO as well as PPC, and a well-structured PPC campaign to help support this.

If you are a local business targeting a small geo-location audience for non-competitive keywords, then SEO will be less of an immediate focus. Instead, PPC can work to bring you cheap leads over time until you increase your brand awareness and Google starts ranking your site organically.

PPC audits are very important for companies who have been working with the same agency for many years, or if their PPC platforms haven’t been touched in some time. PPC advertising requires consistent optimisation as competitors come and go and increase or lower budgets.

Over time Google and other platforms update their advertising tools to allow advertisers flexibility and innovation. An account that hasn’t been touched in many years may be missing a lot of important features, which may be negatively impacting your account and causing your business to miss out on opportunities.

Search Ads 360, formerly known as DoubleClick for Search, is part of the Google Marketing Platform suite. It allows advertisers like Icon to access larger amounts of data and layer this on top of your campaigns and ad groups with more sophisticated bidding and reporting technologies.

Search Ads 360 allows us to advertise on multiple search engines at once such as Google, Bing and Yahoo, all from one place. This in turn allows us to track digital campaigns in a single platform, which improves the accuracy of our reporting and attribution.

Of course. We have several clients around greater New South Wales, as well as in Victoria and Queensland. These clients are all managed remotely using online video calls, emails and phone calls. Once a campaign is set up our clients have access to an online, customised reporting dashboard that delivers results in real-time so you can monitor your campaign’s performance from anywhere in Australia.