Pay Per Click
Pay Per Click (PPC) marketing is an essential marketing method online. It has clear advantages over other marketing channels because it focuses on a targeted market of people searching for your products and services. The other clear benefit of PPC is the ability to track your investment and return clearly and simply, however PPC is not as simple as just bidding on keywords and watching the visitors come to your website. For instance Google’s advertising program Adwords allows for adverts to appear on Search results and on other related websites.
Can I manage a Pay Per click Campaign Myself?
It is fairly straight forward to create an account with Google and then choose keywords that you think may be relevant, however as specialists in PPC it is our role to make sure the keywords are relevant and drive the right traffic. Our management methodology is an on-going process.
Keyword Choice:
Choosing relevant keywords to your services and products takes time, looking at what your competitors are using is a good start but most search engines have various type of keyword match types. The most common keyword match types are Exact, Phrase and Broad, An exact match key phrase refers to the exact keyword (query) that has been typed in showing your advert i.e. “Pay Per Click”. A phrase match refers to where the exact terms appears with other words in the search query i.e. “Pay Per click Management” and a broad match refers to your words appearing in a sentence i.e. “Pay for per click management”.
As specialists it is our role to make sure you have the right keywords and the right match types, Search engines charge on a per click basis and the cost is determined from a number of different factors such as:
- Click through rate (CTR) – How many people click on your advert compared with the number of times it appears (Impressions).
- Landing Page relevancy – Is your landing page relevant to the search query.
- The relevancy of the keyword and text within the advert
- Your account’s overall performance especially in the geographical region where the advert will be shown
Plus Other factors
All of the above affect the cost that you pay per click, we spend time testing the adverts to increase CTR, help you to create meaning ful landing pages which not only lower your cost per click (CPC) but will also help to create an action whether it be an enquiry or product purchase.
Part of our PPC management service is to review your keywords, adverts and analytics on a continuous basis. Analytical tracking allows us to see which keywords are converting and which are not, this enables us place your spend in the right areas to gain the maximum amount of conversions. We also review for new keywords, if we notice that a specific keyword is producing visitors from a broad version of one of your keywords we can take this and make an exact matched terms to lower the CPC.
Negative keywords are essential to ensure your advert doesn’t appear for search queries which are not relevant, without the correct use of negative keywords you have a lower CTR and increased cost per click
There is also a number of ways to improve a Pay per click campaign through:
- Ads by specific location – Focus ads by major cities or just to places where you actual can deliver / work in.
- Time Parting – We can analyse the times of the day / week when people make purchases etc., we can make sure that your ads appear more frequently around these times.
- Phone extensions – we can allow searches to call straight from the advert and track this.
- Product extensions – if you have an ecommerce store then we encourage the use of Google Products, this can be incorporated into your PPC campaign to have an added visual to your advert.
- Location extensions – Include your local business details within the location based searches.