Our in-house pay per click (PPC) team is experienced in building, managing and optimising paid search marketing campaigns on Google AdWords, Bing Ads, LinkedIn and Facebook.
Our approach to PPC marketing is rooted firmly in data, understanding your organisational goals, and translating them into effective paid search campaigns.
We approach each client account with an open-mind in order to find the best solutions to the challenges they present, but typically our process to PPC management follows the same four-step methodology.
How to get the most out of ppc marketing.
PPC can act as as a short-term tactical route to market.
Use PPC and SEO in tandem to complement each other and migrate successful ‘paid’ keyphrases into your ‘natural’ SEO targeting.
Know your metrics! How much can you afford to pay to acquire a new customer?
It’s not all about first position. Lower ad positions will avoid ‘tyre kickers’, though you will sacrifice click volume. Don’t follow the crowd, test and optimise!
Make sure PPC visitors land on appropriate content on your site. Bounces are bad.
Research & planning.
The first stage of any project is to get a firm grasp on a company’s targets and goals, and then to develop a paid search marketing strategy to support this. From here we can agree upon the key metrics by which to quantify what a successful pay per click campaign looks like.
This is especially important to us as we see PPC management as a collaborative process, in which we act as an extension of your business.
Once we have agreed upon key performance indicators (KPIs) for the account we use industry tools to power our keyword research which supplement any existing data in your current campaigns and web analytics data. This research can provide us with hundreds, if not thousands of keywords, providing us the basis to formulate an account structure.
Building your paid search account.
Your business objectives go a long way to dictating your pay per click strategy.
From awareness campaigns that focus on reaching the widest audience possible, to Return on Investment (ROI)-driven eCommerce accounts where success is quantified by the cost-per-acquisition (CPA) of a converted click, our agreed upon goals will play a significant role in shaping the day-to-day management of your account.
When we build a paid search campaign on Google AdWords or Bing Ads we pride ourselves on creating granular account structures that have tightly focused ad groups. This allows for highly optimised ad copy that reflects a searcher’s intent, which in turn leads to higher Quality Scores, lower cost-per-click (CPC) and higher Average Ad Positions, therefore delivering better performing campaigns.
PPC management and optimisation.
One of the most important parts of PPC management is tracking and monitoring account performance, along with implementing a program of on-going optimisation.
This will involve setting up Google Tag Manager on your website(s), and the creation of specific goals in Google Analytics to track account performance against our KPIs. Call tracking is another option for businesses as it allows offline (telephone) conversations to be recorded and attributed to the online activity that triggered them.
Using the collected Analytics data our PPC team will refine and optimise your account on a continuous basis, with the aim of surpassing our chosen KPIs. As your account matures from our optimisation efforts, the gains will become more marginal and the focus often shifts to understanding seasonal tendencies and other unique aspects of managing your particular PPC account. Over time, you can expect investment in the management of your campaign to decrease.
Typically, we will provide clients with a monthly report outlining the key activities we have undertaken in the previous month.
This will showcase how these activities have affected your account, our suggested strategy for the month ahead, and a general overview of performance. Reporting will focus on the key outcomes and most meaningful metrics rather than the minutia of PPC management. It’s our job to monitor and understand the incremental gains and look into why they occurred. We can then provide meaningful headlines that will empower you to make decisions that have a positive effect on your business.