PPC

Pay-Per-Click MARKETING

Get valuable, qualified traffic with expert management of PPC advertising by Google Adwords. Prices exclude VAT.

A short intro to PPC

Pay-per-click (PPC) campaigns and search engine marketing

Pay-per-click campaigns are an excellent method of delivering quality traffic to your web site quickly, and without the uncertainty of natural listings. However, there are number of important considerations and basic principles to understand.

Most important is your web site, the destination of the traffic which you are considering paying for. The web site must perform, in terms of whatever goals you have set for it, be these sales conversions, enquiries, signups, or registrations. How well the web site needs to perform to make a PPC campaign worth the expense depends upon your competition. Because your competition are bidding for the same click thru rates on the same key phrases as you are likely to be, it is imperative that your web site converts visitors to “goals” at or above the average for your sector. So the important question isn’t “what conversion rate must my site achieve to make PPC worthwhile” but “does my web site out-perform my competitors in terms of goal conversion”?

Once great thing about PPC – and Google Adwords in particular – is the wealth of information which you can glean back out of it. For example, the Click Thru Rate (CTR) on your “ad variations” (differently worded adverts) can tell you about the efficacy of adverts in attracting clicks. The model for designing and writing quality adverts varies with industry sector, and what your conversion goals are, but it often revolves around three things – Quality, Price and Delivery. It can tell you about the effectiveness and conversion rate on each individual search term, so you can quickly learn which terms waste money and which are cost effective. You can learn where customers enter your site and where they exit, enabling you to pin point potential problem areas with the flow of visitors through the site towards your conversion goal.

Once a customer has clicked on an advert it is imperative that they get to the right place and all “boxes are ticked” in the customers minds eye. How many times have you clicked on an advert for something very specific and ended up on the home page of some huge site only to find you would have to search for the item again yourself. Your most probable reaction to this is to click “Back” and the advertisers money has been wasted. Therefore, it is absolutely essential that the advert leads through to the correct landing pages, and the landing pages provide what the customer expected, provide all necessary reassurances, and provide the “calls-to-action” clearly and legibly for the customer to move towards your intended conversion goal(s).

In terms of e-commerce, landing pages should be product specific, mirror your ad title, show all selling points clearly, provide clear product images and provide all necessary reassurances. Therefore it is essential that your PPC campaign is closely integrated with your shop and its product portfolio. As the shop moves forward and products change, the pay-per-click advertising campaign must keep pace and constantly be updated as regards the search terms, ad variations, and landing pages.

Contact us for an informal chat about what you are trying to achieve – good advice is free and it might just make all the difference!