PPC

Pay Per Click

Pay Per Click also known as PPC, consists of ads that are written by advertisers to be triggered when certain keywords or phrases are searched on. Each time a person clicks on the ad, they are sent to the advertiser’s website, and the advertiser is charged for that “click”.

Pay per click advertising can be a VERY profitable way to increase sales and leads and should be part of every business owners’ Internet advertising campaign.

Unfortunately, managing even a small pay per click campaign can be complex and requires very specialized knowledge and experience. There are several problems that the novice advertiser runs into.

• Understanding Google’s rules and tips and tricks – Google has lots of unwritten rules for how campaigns should be set up and run. These rules have a direct impact on how much you’ll pay for the advertising. These rules include:

- Keyword grouping
- Quality score
- Ad relevancy
- Click through rate management
- Bid pricing

• Keyword research – Most companies have anywhere from 10 to keywords and should most likely be bidding on 1,000-3,000. The right tools and strategies can make a big difference in your campaign.
• Ad testing – If you’re not split testing, you’re most likely getting only 1⁄2 the visitors to your site than you should be & therefore leaving money on the table!
• Conversion tracking – Most business owners don’t know how to track whether a pound spent on advertising generated any sales. Obviously, without this information, you’re flying blind.
• Tools – Having the right tools in the market to help create and manage pay per click campaigns is critical.
• Targeted sales pages – Sending all your visitors to a generic home page isn’t nearly as effective as sending them to a targeted page that tells them exactly how you can solve their particular problem.

For example– Someone searches for Ballerina Shoes and you are bidding on the term so your ad shows up in the results. The ad needs to mention ‘Ballerina Shoes’ to get a good quality score AND to attract the potential customer.

When that person clicks the ad they need to land on a page optimised for the term ‘Ballerina Shoes’ otherwise they may feel duped and hit the back button. If customers regularly hit the back button Google knows the page is not targeted.

If you were also targeting ‘Ballerina shoes London’ you would require a different ad and landing page optimised for that term.

We can do your keyword research for you and set up and run your Pay Per Click campaign. We will create a solution for you that optimises each and every one of these issues. See how we can make a difference for your business today by clicking here.