PPC

Pay per click (PPC) advertising, also know as paid search, is a model of internet marketing in which advertisers pay a fee each time one of their search ads are clicked. It’s a way of buying relevant visits to your site as an alternative to earning those visits naturally through SEO.

Search engine advertising on Google and Bing is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engines sponsored links when some searches on a keyword that is related to their business offering.

"Measure, optimise, repeat..."

The aim is to drive sales acquisition or generate leads by bidding on keywords that prospective customers are searching for and are relevant to the products offered and it is much quicker way of generating traffic than SEO which can be a much longer process before results are achieved.

Our approach is to research keyword volumes for all search terms relating to our clients products and then create compelling advert copy, based on business unique selling points (USPs), to attract relevant clicks at cost effective, pre-agreed budgets. The performance can then be measured against set KPIs and optimised using Google analytics and ad platforms.

As part of an overall digital marketing strategy, PPC can play a cost effective part in supporting the following business objectives:

Create awareness of the brand and its range of products
Drive traffic to the website to encourage engagement, lead generation and sales
Introduce potential new customers to the benefits of the brands products and services

Our approach follows the following phases:

Research phase:

To ensure the campaigns are as cost effective as possible, it is essential to spend time researching the following:

Establish a list of key phrases relevant to the brand and the products
Establish a list of key phrases relevant to competitor brands and products
Understand the products and services unique selling points (USPs)
Research the target market and potential consumer profiles that are likely to be in market for the type of products to be promoted
Research other factors such as geographic locations compatible to brand locations
Decide on call to actions that match business objectives and can be tracked as ‘goals’
Understand any seasonality or other factors likely to effect the specific market

Ad campaign creation:

We use the research collected above to establish focused Ad campaigns with compelling ad copy, triggered by relevant key phrases. We use different approaches for brand awareness, consideration and sales phases.

Ads are written to emphasise USP’s (such as price point) aligned with search phrases with high intent, regionalised by areas that the brand serves. The purpose is to encourage a click to the landing page and then a tracked call to action.

Another useful tactic is to create ads that are served when the searcher is browsing for a particular competitor brand and product. Display your brand alternative, that they potentially have no knowledge of, and entice them to find out more about your product and possibly interrupt their original intention.

In all cases, make sure that every relevant landing page on the website has the appropriate tracking in place so that the success of each advert click, measured as ‘goals’, can be proved
Set a budget cap on how much to spend on Google Advertising per month
Continuously review and report on performance, optimise adverts and keywords

Overall KPIs will also need to be established, such as cost per click and cost per lead acquisition. We can also agree how much a completed ‘goal’ is worth to the business and from this, a return on advertising investment (ROAS) can be established.

The advantage of the paid search platform used in conjunction with Google analytics is that everything can be measured and tracked against pre agreed conversion ‘goals’ and then budgets flexed up or down depending on business requirements.

SAXON

CONSULTING

PPC