Pay-per-click advertising, or PPC as it’s more commonly referred to, is a form of advertising whereby you pay a fee every time your ad is clicked. You are therefore basically buying visits to your website rather than attracting them organically as you would do with search engine optimisation (SEO).
With Google AdWords PPC you effectively pay for your website links to appear in Google’s top rankings giving your website greater visibility thereby hopefully generating a higher volume of traffic. With over 80% of online searches taking place on Google, effective Google AdWords management can be a worthwhile investment.
PPC is an incredibly effective way of driving a high volume of quality traffic to your website in a defined time frame. However, we would never advocate only using PPC; it should always form part of your overall digital marketing strategy. We’d always recommend search engine optimisation (SEO) as your long-term search engine ranking strategy with additional activities such as email marketing and social media used to enhance online awareness and drive traffic.
That said, PPC is one of the most targeted forms of online marketing available and is great for driving a reliable flow of traffic to your website particularly when your ads are targeting a specific product, customer or event. It’s also great for increasing your ranking for particular keywords especially if you are struggling to achieve a good ranking for them with SEO.
To begin we sit down and get to know you, your business and objectives. Using these insights we research your target market, and the search terms that are relevant to your objectives, to form a strategy that will reach them effectively via paid search.
After this initial research is complete, we begin to build out your ad campaigns using the platforms we have chosen to focus on. This stage will include the set up of accounts and campaigns according to best practices, creation of ad copy and creatives, and implementing the correct targeting to ensure your ad spend is focused in the right places.
Once the campaigns are live and running, we monitor the activity to make sure they are running as planned. We keep a close eye on both the ad spend and results generated, ensuring that your campaigns are performing effectively and meeting their goals and objectives.
As the campaigns gather data we measure the overall performance, and make strategic changes to optimise and improve their effectiveness. Using data to guide decisions, we make adjustments to different aspects of the targeting, which result in better targeting and a larger return for your ad spend.
Bespoke campaigns tailored to your objectives
A ROI focused approach
Campaigns managed by certified experts
Thorough keyword and competitor research
Engaging ad copy and creatives
All campaigns set up according to best practices
Regular reporting on both results and tasks
Create and test conversion-focused landing pages
A dedicated and readily available account manager
PPC (pay-per-click) doesn’t have to be expensive if you set up and optimise your campaigns correctly. It’s all about being intelligent with your targeting and keywords and ensuring you’re monitoring performance closely. You can pause campaigns at any point too so if we find a particular search term is becoming too competitive, there’s always the option to stop and review.
We recommend a minimum monthly budget of £500, but this can vary as some industries are more competitive than others, leading to higher average costs per click.
Depending on whether you’re a new advertiser or have an existing account, our PPC services will include an initial audit and research, set up of the account, keyword selection, and creation of ad copy. The ongoing management is based around monitoring and optimising the account performance, ensuring that it runs as cost-effectively as possible while working towards your KPIs.
One of the main benefits of pay-per-click marketing is that it provides almost instant feedback. Once your ad campaigns are set up and running, they will immediately start driving targeted traffic to your website.
While you can manage your PPC campaigns yourself, having a team of experts or dedicated specialist working on your account can help you get the best level of performance, resulting in a better overall return for your ad spend.
Look for an established company that has Google Partner status – this demonstrates that they have qualified team members, work to an approved standard, and consistently manage a certain level of spend. Ask them about the current and past PPC campaigns they have run, and whether they have any experience working either in your industry or a related one.
A PPC agency either specialises in pay-per-click marketing or offers it as a core service. They will manage your paid search campaigns to help you reach your marketing and sales KPIs, and provide a positive return on your ad spend.