Paid search & social media

Creating and deploying campaigns across Google, Meta, LinkedIn, Microsoft and other major paid advertising platforms.

"At Varn we’re obsessed with extracting the most from every paid media campaign. As a Google and Microsoft Partner, we have the expertise and tools to manage and develop your paid media campaigns with expertise and precision, ensuring they work in lock-step with your other digital marketing channels.

Our goal is to make sure your campaigns are ahead of the game and delivering real results for your business and providing the most value from your paid media spend."

Rob Wilde

Managing Director at Varn

What is paid search?

Most search engines provide the ability to have your brand or product prominently displayed in search engine results for relevant searches in an auction based format. Your budget is not the only factor as to where your ad will display, but ad content, setup, product feeds and landing page relevancy all play a large part. They are a great way to gain quick visibility and you are able to attain measurable impact on costs vs revenue, to ensure paid search ads are providing the results you need at a target cost.

What is paid social?

Where paid search campaigns will generally target keyword searches, paid social campaigns are more geared towards displaying ads based on desired audience characteristics on social media platforms, allowing you to reach a potentially huge audience for a relatively low cost.

Traditionally paid social campaigns have been seen as more of an awareness and consideration based strategy, but at Varn we are experienced in delivering return on ad spends on Meta (Facebook and Instagram), TikTok and other channels that can rival paid search delivering campaigns that reach millions of people.

Do you need help with a paid media campaign?

Let's talk

Why choose Varn for your paid search and social campaigns?

At Varn, we understand how people use search engines and social media to discover products, gather information, and connect with brands. That’s why we craft tailored digital marketing strategies that engage potential customers at multiple touchpoints throughout their day to day interactions. In today’s fast-paced digital marketplace, having a strong online presence across multiple channels is crucial to cut through the noise and to get noticed.

Whether it’s reaching the right audiences on Instagram or securing top visibility in Google results, our approach ensures your message reaches customers when and where it matters most. We can help you develop strategies that help you connect with more visitors than your competitors; driving engagement, visits, leads and sales. You can expect transparent and useful reporting on the results of the campaigns from your dedicated account handler, along with regular recommendations for improvements and optimisations. The team is also on hand to solve any of the technical and conversion tracking issues that are all too often experienced and ensure that accurate and relevant actions are being measured and reported on.

Do you need paid media expertise?

Paid media services

Our paid media services are designed to amplify your brand’s reach, engagement, and conversions across multiple digital channels. From audience building and email campaigns to search, display, and paid social ads, our expert team crafts data-driven strategies that deliver measurable results and maximise your return on investment.

Google Shopping & Performance Max

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Google Shopping & Performance Max

Google’s Shopping results and Performance Max campaigns are a powerful tool to reach audiences at all states of the consideration process - but the setup and optimisation is crucial to ensure budget is well spent.

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Audience building

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Audience building

Defining and segmenting your target market to ensure your ads reach the right people. With nearly 67 million active internet users in the UK each month, it's essential to provide Google and Bing with clear insights into who your ideal customers are, enabling you to maximise the effectiveness of your ad campaigns and drive better results.

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Email marketing

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Email marketing

Email is an essential tool for reaching a large number of users, instantaneously and at a low cost. Platforms like Klaviyo and Mailchimp provide powerful features for segmentation, automation, and personalisation, allowing brands to deliver timely, relevant content that resonates with their audiences. By reaching users where they are and when it matters, email marketing not only drives conversions but also fosters long-term brand loyalty.

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Search ads

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Search ads

Display your ads prominently on search engine results pages when users look for specific keywords related to your business. With years of experience blending data-driven strategies and creative messaging, we help you achieve greater visibility and drive more sales while ensuring a profitable return on investment (ROI) and a low cost per click (CPC).

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Display advertising

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Display advertising

Strategically place your ads across a network of websites and apps to create brand awareness and engage potential customers at various stages of their buying journey. By reaching users where they spend their time online, display ads can effectively capture attention, reinforce your brand message, and drive users back to your website, making them a vital component of any comprehensive marketing strategy.

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Paid social

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Paid social

This allows you to engage consumers on their favourite social networks presenting a unique opportunity to connect with a broader, relevant audience. The potential for driving brand awareness, engagement and conversions is significant. With targeted ad placements and strategic messaging, we help you effectively reach and resonate with your audience.

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Feed optimisations

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Feed optimisations

The link between your CMS product feed and merchant centre is essential for shopping campaigns. There are many specialised techniques and tools that can be employed to increase the efficiency of shopping campaigns before they are even set up in Google or Bing ads platforms.

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Conversion rate optimisation

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Conversion rate optimisation

A well crafted paid ad campaign needs an optimum landing page and checkout process to ensure that the most value is extracted from every well earned click as well as helping all website visitors and providing a better brand experience.

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PPC audits & consultancy

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PPC audits & consultancy

A comprehensive evaluation of your paid advertising strategy and technical setup. We analyse the effectiveness of your campaigns, identify areas for improvement, and offer actionable insights to enhance your performance. By optimising your paid media strategy, we help you maximise your return on investment and ensure that your advertising budget is being used as effectively as possible.

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Google & Meta ads training

We can create training courses for you and your team designed to equip you with the essential skills needed to research, build, and manage well-structured Google and Meta Ad accounts. This can help you maximise your ad investment and drive growth for your business. We can guide you through the intricacies of paid media, sharing insights on how to build effective campaigns and increase website revenue. We believe in fostering transparency and empowering you with the knowledge you need to navigate Google Ads successfully.

Discover more

01.

What is PPC and how does it work?

PPC or pay-per-click describes a type of online advertising that is available on most digital platforms, essentially you are buying traffic to your website. The advertiser pays a fee each time one of their ads is clicked on, rather than a set fee or number of times the ad was viewed or interacted with in any other way. PPC – like all marketing – can help attract new customers and grow your business. This form of marketing is highly effective as you have a certain amount of control over the audience targeting for your ad and responders will land directly on one of your webs pages. You are able to advertise your product or service to the right people at the right time and avoid wasting ad spend on blanket coverage campaigns.

02.

How easy is it to set up and run my own PPC campaigns?

There is a lot of useful information on the internet and you can take time to research and set up your own PPC campaigns – most of the platforms are user friendly and come with internal support teams as well. The simpler your marketing needs or KPIs the easier it will be. If you have a few well defined products or services in a lucrative but not very competitive marketplace it should be easy enough to set up an automated PPC campaign on any of the main platforms. However it’s much harder to get good results from your spend if you have competitors bidding against you, and not much time. An effective PPC campaign requires constant attention to improve the quality of the targeting, bidding, ad strength, landing page experience, budget control and conversion rate optimisation. An experienced PPC manager will be able to get better and more cost effective results for you.

03.

What are the best KPIs to use in digital advertising?

Digital advertising KPIs are measurable values used to track whether an ad campaign is achieving its goal or objective. What KPIs you choose to track will therefore depend on your overall objective for advertising. For example, if your objective is to increase traffic to your site from a set monthly budget then your KPIs could be number of impressions, click through rate, clicks, cost per click and impression share. If your objective is sales of a product or range of products then your KPIs could be conversion rate, return on investment, cost per acquisition and return on advertising spend.

04.

What conversion actions should be set up to improve ad campaign performance?

One of the most important aspects of setting up and running an effective PPC campaign is measuring success through conversion actions. A conversion action is something specific a user does that you have defined as valuable to your business – like making a call, buying a product or signing up to an email newsletter. If you are tracking the right conversion actions you can measure how your ads are working in producing those actions, and make amendments to those campaigns to improve results. If you do not have enough conversion actions, or have not set them up properly, then your campaign performance will be hampered as they are simply not getting the right kind of feedback on success for positive changes to be made.

05.

What PPC platforms do you manage?

PPC ads run on a large variety of digital platforms and which ones you choose to advertise on will depend on your products or service, target market, budget and KPIs. We manage PPC advertising for our clients on search engines like Google and Bing, social media platforms like Facebook and LinkedIn, video platforms like YouTube and marketplaces like Amazon.