How to Use Pay Per Click Advertising (PPC) to get results
Pay Per Click Adverts are the ones across the top and right hand side of the search results. Often called sponsored links, they are in blue and they are, as the name suggests, ‘paid for’ listings.
Use graphic showing where the PPC ads are.
You will hear much conflicting advice about the merits of PPC. The reason is that if it is not used appropriately for your business it is easy to waste an awful lot of money. It is also true that it works better for some businesses than for others.
Easy to set up; easy to get wrong
Pay per click is often seen as being a simple exercise involving the set up of a Google Ad Words campaign, adding a few keywords and then letting it run itself! The biggest issue with this approach is that it will most likely lead to you spending your entire budget and seeing little or no return.
At Web Adept we focus on driving traffic to your website as cost effectively as possible and traffic that is more likely to convert rather than leave your website. We look at understanding not just the PPC element of the process but also the impact which the website and the purchase process have on the conversion of these customers. This is crucial. If the customer doesn’t see what they want as soon as they land on your site, then they’ll be off to a better site.
We create an ROI model for every customer to demonstrate the cost per acquisition of each customer wherever possible.
At Web Adept we follow a 3 stage process when we set up and manage your campaign:
Stage 1 – Business Goals
We work to understand what your business/marketing strategy is as well as your key business strengths and USP’s (unique selling points). This gives us a good insight into the business and how it works as well as helping to identify information that can be used to support your campaign.
Stage 2 – Analysis – Keywords and Phrases
We create an in-depth analysis of keyword opportunities and keyword costs in order to determine a list of suitable keywords and phrases for your Google Adwords campaign. This allows us to provide an approximate monthly spend or determine the approximate amount of traffic your budget will deliver on a monthly basis. We use a series of specialist tools to help with the process.
Stage 3 – Competitor Analysis
We review your competitors’ sites and also analyse their current pay per click (PPC) behaviour to see if there are both opportunities and/or knowledge we can gain from their activities.
To discuss setting up a well thought out Google Adwords Campaign, call now 44 (0)1437 72 00 33
