Pay Per Click Advertising

Pay Per Click (PPC) advertising can be an extremely effective method of increasing Website traffic, either when used in support of organic Search Engine Optimisation or when used to promote specific items or offers. With PPC, text ads are displayed on search engine results pages when a specific keyphrase is entered by the searcher. A fee is paid by you whenever a searcher clicks on the Ad and is directed to your Website.

"The spend on online advertising overtook the spend on print advertising for the first time in Q4 2006 - a total of £2.016 BILLION, a 41% increase"

Compared to Search Engine Optimisation alone, Pay per Click does have some particular advantages:

• You have a Placement Guarantee - rankings are controlled by the amount you are willing to pay
 
• PPC has a fast implementation time - you can have your text ads promoting your business in as little as 24 hours whereas organic Search Engine Optimisation may take many months to become fully effective

• The cost is directly controllable - you pay only for the number of clicks or visitors that click on your text ad and come to your website.

• The implementation is relatively easy – there is no need to worry about the complexities of website coding, content and link building which are required for organic Search Engine Optimisation.

For Pay per Click to be really effective, each Ad should have a specific page (as opposed to the Home page) which refers directly to the subject matter of the Ad. For example an Ad referring to a special event – an Open Day say  - should click through to an Open Day page  which is directly associated to the Ad. From there the visitor can go to other parts of the site. These special Website pages are referred to as Landing Pages.

A PPC campaign needs active management. For it to be really effective and value for money, it should not be set off and left to its own devices. We actively manage Pay Per Click campaigns to ensure that you get the best possible return (the most clicks) for your money.

Our Pay Per Click Campaign Management Service includes the following:

• AdWord Keyphrase Analysis - We conduct a keyphrase analysis to determine the most relevant and cost effective keywords/ keyphrases for your Ad(s)

• Management of Multiple Ads over Multiple Adgroups – 50% of Ads displayed at any one time – 50% being tuned based upon performance over previous period.

• Text Ad Copy Creation - We write the text ad used to promote your business for a given keyword/keyphrase. This is the ad that your visitors will see before they come to your website.

• Account Set up - We set up your account with the text ads we have created and implement the budget and bidding guidelines that you have set for your campaign.

• Performance Management - We will manage your campaign, which includes meeting your budget guidelines and managing the bidding process.

• Advice on and/or Building of Landing Pages

We measure the performance of each PPC campaign that we manage so that your Return on Investment can be determined. Typically over an agreed period we will track and analyse the following performance data:

 • The number of impressions (number of times your text ad was displayed)

• The number of clicks through (the number of people who clicked on your ad and came to your website, the percentage known as click-through-rate)

• The number of conversions (the number of people who met your goal such as ordering a product or visiting your contact us page) and the conversion rate

• The average rank of your text ad, the average cost per click and the total costs per text ad.

Throughout the campaign we continue to analyse the above data to ensure that the campaign meets your objectives. We implement any of your approved modifications to the campaign to ensure optimal performance.

Most of our customers set a limited budget, so when we manage Pay per Click campaigns we concentrate getting the most clicks for the budget, not solely on buying the top position on the page at any cost.

Pay Per Click advertising is most successful when used as part of an integrated Internet Marketing System – so be wary of spending lots of money on Pay per Click Ads which may attract visitors to a Website that has a poor conversion rate!

 

Contact us now to hear how PPC can dramatically increase the number of visitors to your Website!