How PPC Can Benefit Your Brokerage

by | Nov 21, 2018


Pay Per Click advertising, often referred to as PPC, is a powerful advertising tool and useful digital marketing method. We’ve written an introduction to PPC for boat brokers, which aims to offer you an insight into what PPC is and how it can benefit your business.

What is PPC?

The term PPC stands for ‘Pay Per Click’, and is essentially used to describe online paid advertising where the advertiser is charged every time their advert or message receives a ‘click’ online. Depending on which type of campaign is being run, PPC adverts can appear in a variety of different places. They are most commonly found on search engine results pages, however, they can also be seen on other websites.

With a network of over 2 million websites, reaching 90% of internet users, search engine, Google has the biggest and most prominent PPC offering, known as ‘Google Ads’.

“64% of users click a Google ad when shopping online”


Ads on Search Engine Results Page – SERPS

When an internet user begins a search online,  whether that be on Google, Bing or Yahoo, they’ll be presented with various different results. The first three or four are generally always PPC ads, with the remaining results being organic. See images.

Google Search Results

As you can see in the image above, PPC ads run by Google are generally the first three-four ads which appear at the top of the results page. They’re normally just above the local results, and organic listings, depending on the type of search you carry out. Google often tweaks the way ads are displayed within search results. For example they recently changed the appearance of the PPC adverts, in order to make them resemble the organic ads more closely. They did this by changing a solid green ‘Ad box’ to one which has a thin green line.

Organic Ads


Display Advertising

You might have noticed when you visit certain websites, that you often see big advertising blocks, promoting various products. These are known as ‘banners’, and are used to advertise products from other sites.  Each time a user clicks on the banner, the advertiser will have to pay the network a small fee, and the network in turn pays the owner of the website a small fee.


Display Advertising Examples



Why is PPC important for boat brokers

Online has now overtaken TV  becoming the world’s biggest advertising platform. According to Zenith’s Advertising Expenditure Forecasts, In 2017 Google alone made an impressive £95.4 billion in ad revenues, which makes it the largest online advertising platform in the world.

Businesses across the world, are using online advertising to target potential customers. The marine world is a competitive industry, and boat brokers should welcome any opportunity to outdo their competitors. PPC does just that. If carried out correctly it ensures your adverts appear higher than your competitors’. It also offers a great return on investment, as you’re only paying for the referrals you get.

Benefits of PPC

On average, an adult in the UK will spend 25 hours a week online, browsing the internet. PPC enables you to run a highly targeted campaign setting a specific budget yourself. You’re able to control exactly who you want the ads to appear in front of. And not only that, you’re able to track the performance of your adverts, to ensure you’re reaching your business goals.

Why we love to use PPC for our brokers

  • You target relevant customers – You only target people looking for the products  you sell. Using keywords you can create ads designed to attract people who are already looking for your services, from used boats for sale through to chandlery. You can get really specific about who you want seeing them, by determining things such as location, time and devices.
  • You pay for what you’re getting – The benefit here is that you only pay if they click. So if an ad performs poorly, you don’t pay. Whereas traditional advertising like TV or Radio you have to pay before you even know how the ad will perform.
  • You’ll see results quickly – Unlike other forms of online marketing such as search engine optimisation, PPC ads can be activated almost instantly. Google can take up to 48 hours to approve an ad, and once approved, it will then be live and you’ll start seeing the impressions and clicks rolling in.  
  • Everything is transparent– Unlike TV or radio advertising, everything is extremely measurable. Most advertising platforms will provide you with up-to-the-minute data, recording how many people have seen your ads (impressions), how many people have clicked on your ads (clicks) and how many people have converted through your advertising campaign (this varies depending on your goals, but can include calls made from the advert or contact forms submitted).


Google Ads

Due to the fact Google Ads is the largest PPC platform, including a combined 20% share of global advertising with Facebook, it’s worth gaining a deeper insight into it.

In essence, Google Ads allows you to pay for your website to appear high up on Google results pages. Firstly you select ‘keywords’ relevant to your industry, like ‘narrowboats’ or ‘ribs’ using the keyword planner tool. You then create an advert based on the keywords you have selected and specify the maximum amount you’re willing to pay for each click, known as your cost per click (CPC). Once Google has approved your ads they will begin to appear each time a user carries out a search relevant to the ad. Much like search engine optimisation (SEO), there are certain tactics and quality controls which determine when and where your adverts appear for each PPC offering.

Choosing which Ad ranks where

You’re probably thinking, “surely other companies pay for keywords too? Soow does Google select which ads to rank and where?”- You might be surprised to discover that paying more than your competitor won’t guarantee that  your ad appears above theirs.

 Google uses various quality control metrics to determine which order ads should appear in, for each search term.  For example the first metric is ‘quality score’, this is decided from the click-through rate (CTR), ad and keyword relevance, and landing page relevance. If the reason for your low quality score is due to the copy not being relavent to your search term and landing page experience being bad, then it’s possible that you could be paying higher CPC than your competitors and still not appear above them. The reason for this is Google’s ‘ad rank’ metric, which is calculated using the quality score times the max CPC. It’s your ad rank that Google uses a determine where the ad should rank in relation to your competitors.


Search Engine Land

Basically if you want to outrank a competitor it won’t just be your CPC bid which is playing a part in your lower positioning.ou also need to consider improving your landing page or quality of your ads.

 We hope our guide was helpful and if you have any questions about this topic then don’t hesitate to get in touch. Either drop us an email on or give us a call on 01273 837560. Here at Spidersnet Marine we also offer a PPC package where we can carry out all of the PPC campaign work for you, reporting back your results at the end of each month. If you would like to find out more about this package then click here now.

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