Pay per click advertising
Did you know that traffic which comes from a paid ad is 50 per cent more likely to convert than traffic that arrives from an organic link?
That’s right. In an increasingly saturated business environment, where competition is higher than ever before, sometimes you need that boost. In competitive niches, climbing up the organic rankings can take months.
What is PPC advertising?
PPC (pay-per-click) is a paid search online marketing method which involves buying visitors to your site instead of earning them organically over the long-term. While long-term organic strategy should always be an SEO goal alongside the use of PPC, PPC is a quick way to gain instant visibility and traffic to your site, providing you get your PPC strategy right. That’s where we come in.
How pay per click works
PPC (pay-per-click) advertising at its base level, is where you pay a small amount for a click on your ad. It’s important to note that PPC does not guarantee sales or enquiries, it merely drives traffic to your site. Converting the traffic into sales comes down to the quality of your website and your landing pages.
When people think of PPC, they normally think of search engine advertising. Specifically, Google Ads is regarded the most popular advertising platform worldwide. It allows businesses to advertise their products and services by appearing in a paid-for space, normally at the top of the search engine.
It does this by showing only for the relevant search terms an advertiser wants its business to show for. So, if you bid for and win the term ‘3D printers’, you would show up at the top of the search engine results for that keyword when somebody searches for it.
Think of Google Ads like an auction system — users will bid for keywords they would like to show up for, and every time somebody searches for that term, Google will decide which companies it showcases in its ad spaces. This is based on how much advertisors are willing to bid. with more popular keywords being more expensive, and also quality score — the relevance of their ad to their target audience.
Our PPC services
- Creating your Ad campaigns
There are several factors that determine how effectively your PPC advertising campaign will be. Specifically, we will focus on and manage:
- Finding PPC Keywords to target
We will constantly monitor for keyword opportunities such as relevant, low-cost, long-tail keywords that will ensure your campaigns are cost-effective, and drive traffic to your site for the lowest cost possible.
- Keyword relevance
Researching and putting together relevant keyword lists that relate to your industry. This is one of the most aspects to get right, because it ensures that you get the right traffic and don’t waste your budget. For example, there are certain elements when picking your keywords that need to be cared for. If you use a broad match on ‘transistors’, Google Ads might also show your ad for people searching for ‘what are transistors’. This is informational seeking traffic that isn’t looking to buy anything and convert, but you would still have to pay for the click.
- Landing Page Quality
Ensuring that the web pages your ad traffic lands on are made with copy designed to promote conversions. Again, traffic is all well and good, but it needs to convert, otherwise it’s useless. If traffic is landing on a subpar webpage, it’s not going to entice them to buy anything.
- Quality Score
Ensures that your quality score is optimised for Google with excellent landing pages and relevant keywords so that you can get more ad clicks at lower costs. Quality score and save you money and bump you up the search rankings. If an ad is high quality and relevant to the audience you’re targeting, Google can feature you higher up the ad placements than someone who has bid higher than you.
- Marketing copy
Being at the top of the search engine doesn’t guarantee clicks just by being there… copy must be enticing like any other marketing product. One third of all PPC advertising traffic comes because an ad clearly answers a consumers search query. We will create the copy of your ads with enticing titles and descriptions that get people to click.
Managing Your PPC Campaigns
Ad campaigns aren’t done once you’ve created them. They require constant management and attention to ensure that they are still cost effective and driving traffic to your site. We will ensure cost-effective maintenance of your PPC campaigns in the following ways:
- Negative keywords
Add negative keywords so Google knows which words to avoid and keep your campaign relevant and reduce losses. As we mentioned before, it’s essential to manage traffic coming from searches that aren’t going to convert to reduce budget wastage. We will exclude all non-traffic converting informational queries.
- Splitting qd groups
We will organise your ad campaigns so they are easier to track, and you can determine which ad is going to what landing page and create them accordingly. This will also improve Quality Score and click-through-rate.
- Review costly PPC keywords
Review expensive, under-performing keywords and cancel them if necessary.
Are you looking for a PPC specialist to drive relevant traffic to your website and increase your conversion rate? Give us a call on +44 (0) 1785 225416, or email us on firstname.lastname@example.org and speak to one of our friendly team today.
If you are also looking to increase your organic search traffic, then check out our SEO services!