PPC (Pay Per Click Marketing)

WHAT IS PPC?

Pay per click (PPC) is the term used to describe the advertising sections on search engines.

PPC allows you to advertise your product or service on search engines by bidding on specific keywords or phrases. In essence it is an auction whereby you bid for keywords such as 'home insurance' if you were in that sector. Depending upon the value of your bid and the relevance of your website you will then appear in the sponsored links section of the search engines.

PPC advertising is used by businesses for a variety of reasons. A well honed PPC campaign can be used for everything from direct response to brand building.

WHY USE PPC?

PPC is the fastest route to the top of the search engines and one of the most effect online marketing methods.

We use PPC for a host of reasons. These include:

• Brand building PPC
• Direct response PPC
• Tactical PPC (i.e., a short term offer or business challenge)
• As an introduction to internet marketing
• In tandem with a SEO and social media marketing campaign

OUR APPROACH

We start by researching and learning about your business. We then discover the right target audience for you before deciding if PPC advertising is the right method to target them.

We want to work with clients on a long term basis. We will not work on projects that we do not believe will provide a robust return for you. Our ambition is to build highly cost effective online marketing campaigns with minimal wastage and we have a track record of success.

We cultivate a consultative position by developing your understanding of PPC and the workings of your campaign. This leads to a more rewarding relationship and a richer campaign.

OUR PROCESS

With PPC Management we have a clear refined process that consistently produces excellent results.

We learn about your business, your ambitions, your target audience, your other marketing methods and advertising messages before providing a proposal. Below are some of our considerations:

PPC Traffic

We make sure your audience exists online and uses search engines.

Our first hurdle is to evaluate the volume of traffic you might expect from a PPC campaign. We use tools that give us specific monthly data on search engine traffic. We put together a study that will define our visitor expectations. If we are satisfied that a robust market exists for your product/service we then look into how competitive the PPC market is.

PPC Keyword study

If we are happy with the potential of PPC advertising for your business we move into studying the keywords that would bring the right customers to your site. We put together a comprehensive list of keywords we want to target along with the likely costs for each.

PPC Costs

We learn about the value of your market.

By using a variety of PPC tools we can decipher the how competitive any PPC market is. Once we have this data we can calculate the investment you would need to make to run an effective campaign. All markets differ in their expense, characteristics and tactics necessary for success.

PPC Proposal

If we are content with PPC as a solution for your business we construct a proposal for you. Our proposals consist of a price for constructing the campaign along with a monthly management fee. We ensure our proposal is clear on what we are targeting, how our success will be judged and the schedule for on-going reporting/reviews.

PPC and Your Website

Our PPC campaign is only one half of the equation. We study your website and advise you of any amendments we feel are necessary to convert our PPC audience.

Building the Campaign

When constructing your campaign we utilise our learnings from studying your market, our experience in PPC and the philosophy this experience has cultivated. Below are some key areas we look at:

Bids

PPC is essentially an auction for the right to appear in the top positions. We study your market to maximise the reach of your budget whilst reaching a compromise on position and price per click.

Adverts

We construct adverts that entice the audience you are chasing. We tap into their mind-set, reflect your brand values and the call the browser to take action.

Reviews, Reports and Meetings

We pride ourselves on the transparency of our PPC campaigns and the inclusive manner in which we run them. We provide weekly reports for clients supplemented by quarterly face to face reviews of the campaigns.