Expert Knowledge / Search Marketing
PPC is short for Pay-Per-Click; text adverts that are visible for relevant, pre-agreed search terms or keywords and you only pay the media cost if someone clicks on the ad. This format is particularly useful for service-based businesses. This search strategy gives you a lot of control on what you are visible for and is optimised on an ongoing basis to incrementally improve copy, bid-management perspective and landing page content.
The benefits of PPC is that it offers instant visibility in search engine results pages (SERPs). PPC looks at keyword research which is often carried out as part of an SEO audit and aims to either ‘fill the gaps’ that SEO has for select keywords or help to create ownership of a brand or generic term in SERPs.
PPC works on an auction system, which takes place every time a user performs a keyword search. To “win” the PPC auctions and see your Google advertisement appear for relevant keywords, we try to optimize your Quality Score and the bid amount. The higher your Quality Score, in conjunction with your bid amount, the better your ad positioning.
PPC should be updated regularly from both a copywriting and targeting perspective. We run a tight ship when it comes to optimisation, reviewing new audiences based on analytics data to get the best value. Changes may include keyword opportunities, geographic skews and removal of campaigns that cost a lot but deliver limited returns.
PPC is only useful if the correct tracking is in place so that we can establish where the lead came from and the revenue generated from each campaign was. No two businesses are the same, a service business will have different tracking requirements to e-commerce business and an e-commerce business will often have different revenue streams; for example, a subscription model will require a different set up to a site that sells downloadable content.
We diligently set up the relevant tracking to enable the best insights to your business and how that attributes to sales. This is also important because, in today’s omnichannel environment, most consumers don’t have a clean A-B journey to purchase.
In conclusion, PPC can be a very effective way to generate leads and strengthen your presence on the internet. However, it can also be a quick way to spend a lot if you bid on the wrong terms, don’t apply the correct tags and don’t have a clear digital strategy. If you’re interested in what PPC can do for you or you simply want a second opinion about your current set up, please get in touch.
Merchant Center allows advertisers to manage and submit product data from their website to Google before that data is displayed as adverts within Google Ads.
Understanding what users are doing on your website is essential to marketing. Google Analytics provides insights but is best when used in conjunction with Google Tag Manager.
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