PPC & Media Buying

Successful PPC and paid media campaigns must incorporate solid planning and a deep understanding of the channel nuances, to drive outstanding results. It's what we do best.


Successful PPC campaigns involve much more than simply bidding the most for your top keywords. Let’s face it, anyone can do that.

Intelligent strategies are all about experience and data, and we have a breadth of knowledge across multiple e-commerce industries. In other words, we understand what makes people click on Google, Bing, Yahoo, and emerging search engines like DuckDuckGo.

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Media Buying

Whether you’re looking for branding or a direct response campaign, a perfectly blended channel mix will find your target audience.  We can cater to both lead generation and online acquisition, making the most of your media budget.

By adopting a pragmatic approach, we’ll craft and test a variety of display ads to see which gets the most clicks. Then, we drive potential customers to bespoke landing pages for the best chance of conversion.

Paid social

We have years of experience of running highly-targeted and effective campaigns on all the major social media platforms, with certifiable expertise on Facebook, Twitter, YouTube, Instagram, Snapchat, and networks like TikTok.


To help businesses during this difficult economic crisis, we are offering the first month of PPC management free, with a reduced rate for months two and three. We’ll start with an audit to identify areas of inefficient spend, and highlight opportunities that can significantly improve ROI from paid media channels. Click the link for details.

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Native Advertising

We work with leading reputable publishing partners to get your content read by the people that matter. No click-bait here. And because native advertising sits within existing content on a site, it is less disruptive and more relevant to the subject matter than other forms of promotion.

Video On Demand

Broadcast television buying has changed dramatically with the advent of streaming services like SkySmart, All4, and ITV Hub.

Whether  it’s Smart TV or in-stream ads,  VOD is a thoroughly targeted, lower-cost route to reach TV audiences. Adverts can be used to augment an existing campaign or form a stand-alone campaign, so you’ll benefit from the same in-depth targeting options you would normally expect from social media.

App Marketing

Our qualified Apple Ads media experts were some of the first to achieve certification in Europe. Apple marketing doesn’t just begin and end in the App Store, either. From Facebook download promotions to niche inventory networks, we cherry-pick the best partners and tracking platforms to take the guesswork away from where to promote your app.

Display & Retargeting

With a range of exciting new ad formats, we can help deliver an unobtrusive user experience and increase engagement for your brand through social and display retargeting campaigns.

Communication is key in affiliate marketing

What Does a PPC Agency Do?

As you probably know, PPC stands for pay-per-click. It is one of the most used tools in internet marketing. Brands bid how much they are willing to pay for every time someone clicks on their word ads.

The difference between PPC and SEO is you are buying clicks to a website, instead of earning organic visits.

PPC or Word Ads is a function to bid on keywords to place at the top of the SERP (search engine results page). Google also shows paid results on the bottom of page one or the top of page two for brands that bid lower on keywords.

Bidding is the same as any other auction-type sale, where the bidder willing to pay the most ‘wins’ by getting the top position on the results page.

It sounds like a straightforward process, but there is much more to consider when you are researching the best PPC agency to manage your online acquisition through paid marketing.

How Do We Bid on PPC Keywords?

A common misbelief is that it is effortless to bid on keywords. Fundamentally, there is much more involved in PPC management for our clients. Our remit as a digital agency is to consider the intent of what the searcher means when they are searching keywords.

For example, look at the keyword – PPC. 

What we consider is what answer the searcher is looking for. Is it for PPC tips, a top PPC marketing agency, a specific type of PPC? Here are some options that show how diverse the search can be, along with the search volume, and the cost per click (CPC):

KeywordVolumeCPC (USD)
ppc meaning24003.93
ppc marketing190011.58
what is ppc19004.71
amazon ppc160011.47
google ppc160014.73
nasdaq ppc16003.37
ppc advertising160011.9
ppc agency160020.91
ppc management160018.24
ppc company130019.38
ppc campaign10009.07
ppc flexible packaging8801.1
ads ppc72010.29
ppc ads72010.29
ppc partners5905.82
what does ppc stand for5903.94

As you see, the broad term PPC has a variety of versions, volumes, and costs. In fact, there are over 42,000 broad matches for the keyword PPC.

ActiveWin starts our PPC management of campaigns by organising keywords into ad groups and tests the performance to adjust strategy for the best performance quickly. Then we create bespoke PPC landing pages that are optimised to convert.

Google reward the best PPC agencies who intelligently target pay-per-click campaigns by charging less for ad clicks.

What is PPC Keyword Research?

The success of a PPC campaign boils down to keyword research.  When advertisers try to run sophisticated campaigns themselves, they usually find PPC research for Google Ads difficult.

If you want to find high-volume, industry-specific keywords for successful PPC campaigns, we start with popular keywords and find areas for quick wins as well as long-term success.

The most expensive keyword categories need managing from a professional PPC agency since one click can be costly. The average cost per click for Betfred averages at about 55 USD or £40, so unintended clicks can be very costly if you do not have years of experience.

PPC Management of Google Ads Campaigns

The only way to make sure you PPC meets expectations is by micromanaging the activity. Monitoring bids, creating ad groups, optimising landing pages, and A/B testing are all crucial elements in making sure they continue to be effective.

Negative keywords are also important, and any top digital agency in the world will incorporate them into campaigns. ActiveWin made its name as a PPC agency from including the following into a full campaign:

  • Negative Keywords: Flag non-converting terms as negative keywords reduce wasted spend.
  • Review Existing PPC Keywords: Monitor under-performing keywords and remove them if they are not converting.
  • Add New Keywords: Test the effectiveness of PPC campaigns by adding new keywords to the mix.
  • Split Ad Groups: Improve click-through rate (CTR) and Quality Score by splitting ad groups into small, relevant ad groups to target ad text and landing pages.
  • Landing Pages: A/B testing and CRO of bespoke landing pages for content and calls-to-action (CTAs) to improve conversion rates.

What Are Google Ads?

Google Ads is the Google-specific term for their PPC ads (formerly known as Google AdWords).

Google Ads has the same pay-per-click model as other search engines, but its algorithm is considered the most sophisticated and accurate.

The top-ranking Google Ads use Ad Rank, a metric calculated by multiplying two key factors; CPC Bid (the highest bidding amount) and Quality Score (click-through rate, relevance, and landing page quality).

What Are the Top Search Engines?

Although Google is the biggest search engine on the planet, a top digital agency will know how to bid on keywords for other search engines. Yahoo, Bing, Duck Duck Go – plus Amazon, Facebook ads, Twitter, Instagram ads, YouTube video ads, and other paid social media use bidding models too.

What Questions Should You Ask a PPC Agency in an RFP?

Anyone can claim to be a top PPC agency, but ActiveWin is considered one of the best digital agencies in the UK because we can back up our expertise.

Questions to ask before you work with a digital marketing agency is:

  • How many years’ experience do you have with PPC?
  • What ROI have you generated with PPC?
  • Are you certified in PPC marketing?
  • How often do you adjust PPC bids?
  • What does you PPC reporting include?
  • Will you provide a detailed weekly and monthly report on results?
  • Can you adjust budgets to reflect PPC performance?
  • What industries do you have experience in?
  • Are you an expert in Google Analytics and Search Console?
  • Will you work on a performance-based model?

What Other Services Should a PPC Agency Offer for Best ROI?

PPC is one of the main channels in marketing, but a top UK digital agency will support you in other media to improve your digital footprint. A top-performing digital campaign should include an omnichannel strategy in SEO, CRM, UX/CRO, web design, and campaign analysis.

ActiveWin is a full-service digital agency that has one goal; to drive online acquisition and retention.

PPC in Practice

Interested to see how a real campaign works? Read more on our CardOne Banking case study to see how we generated significant improvements within the first month of activity.

Dee Skinner

Got a question?

We have a breadth of knowledge across multiple e-commerce industries. Get in touch to see how we can help you in yours.

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