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4 Tips for Better PPC Marketing
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Together, we will discuss your goals and objectives, industry and monthly budget. From this, I will conduct comprehensive keyword and competitor research and recommend campaigns and spend required to achieve the results you desire.
My PPC services include creating ads and landing pages, always passing them to you for approval before they go live. Conversion tracking is also setup to ensure you can keep tabs on campaign performance and ROI.
Regular campaign monitoring and reporting verifies campaigns are effective and where performance is down, campaigns are adjusted to make certain your goals and objectives are met.
The Most Frequently Asked Questions and answers on Pay Per Click Advertising
PPC campaigns enable you to get instant results fast, as opposed to improving website or social media channels organically, which can take months.
PPC advertising also enables users to target audiences based on search terms and demographics that are more likely to generate leads or sales.
Another benefit to PPC advertising is the fact you can control how much you spend. You can spend as little or as much as you want.
Campaigns are also measurable, which means you can report on the success of each campaign and work out the exact return on investment.
The final advantage is the fact you can make adjustments to campaigns to improve performance, whether that is changing an image or ad copy to improve CTR or amending landing pages to increase conversions.
With Google or any search engine pay per click advertising, there aren’t any set advertising rates, as the cost per click (CPC) is dependent on a number of factors:
- Keyword competitiveness
- Keyword bid rate & position
- Daily budget
- Click through rate
- Keyword quality score
With any Google Ads campaign it is necessary to complete extensive keyword research to understand the keywords and phrases customers are using. From this research you can estimate the costs and setup targeted campaigns with relevant ads and landing pages to these keywords.
Run your campaigns for one month (or until your budget runs out) and analyse the data. This will enable you to optimise your campaigns and drive the cost down while achieving the result you desire.
A good Google Ads campaign should be continually analysed and adjusted to achieve the best ROI for your business. Whether that is adjusting ad copy, adding new negative keywords or new search terms, setting or adjusting ad schedules and bid adjustments or improving landing page content to generate conversions and improving quality score.
Remember to consider remarketing ads as part of your Google Ads strategy. These enable you to pay top price for keywords only to those users who have visited your website or clicked on a Facebook Ad or another social media platform. ROI is improved as you are marketing to a warm audience who have already expressed an interest in your products or services.
Per per click advertising literally means that you are only charged once a user clicks on your ad. Sounds great! You only pay for an interested user that engages with your ad and visits your website.
However, costs can increase quickly if you’re not sure what you are doing. It is necessary to think about your PPC advertising as one element of your digital marketing strategy and how best to use it so you generate a return on investment.
Look at your social media advertising for example. Always define a strategy that involves generating interest to acquire a pot of warm leads that can then be retargeted with ads that have a strong call to action that produce good quality leads or sales. Make sure to outline a promotional plan around key dates, e.g., Mother’s Day, Easter, Christmas, etc. This way you are ensuring your social media advertising is achieving the results you desire with a great ROI.
A PPC cost estimator is a great way to help set budgets for your campaigns and estimate the number of clicks, conversions and the cost per conversion you may expect to see if your campaign performs as expected.
MM Digital has developed a calculator to help you do just this. Simply conduct your keyword research and work out your average monthly impressions, set a CTR, work out the average cost per click and also the conversion rate you are hoping to achieve and you will be presented with the number of clicks, monthly & daily budget, plus conversions as well as an estimated cost per conversion.
It is a great way to set campaign goals and objects before you have any actual data and helps you to see where your campaigns can be improved from the offset to get the results you want.
If you are struggling with choosing a CTR and conversion rate, try starting with your industry averages. Take a look at Wordstream’s article where it outlines all industry averages for CTR, conversion rate and more.
Google Adwords PPC now known as Google Ads, is a search engine pay per click advertising platform to execute and manage Google PPC campaigns.
It’s a great way to reach your audience with ads that display in the search engine results page (SERP).
Over time, Google Ads records data on how users have interacted with your ads. This enables you to make adjustments to search terms, negative keywords, ads, bid schedule & adjustments and landing pages to improve performance. You can also control your daily budget, so you can spend as little or as much as your budget allows.
To find the best keywords for your PPC advertising requires you to use tools to help you discover the most commonly used search terms within your industry, as well as information on average monthly cost and competitiveness.
If you have a small budget then avoid the most competitive keywords as often these are the most expensive. Look for the cheaper, longer tailed keywords that are less competitive where you can bid to display your add in position one on the SERP for half the cost and achieve a better ROI. The use of negative keywords to filter out non-related search traffic also reduces the cost.
Pay per click advertising is a form of digital marketing where advertisers pay to acquire traffic to their websites, as opposed to earning it organically.
Some commonly used channels include search engines such as, Google and Bing, social media such as Facebook, Instagram, YouTube and Twitter, plus other business websites that are sponsored by ads.
Search engine advertising, display network and social media channels are the most common PPC marketing channels, with Google Ads being the most popular.
Google Ads provides businesses with the opportunity to display ads on Google’s search engine results page (SERP) and display network, by charging a cost per click for a specific keyword or phrase.
Facebook advertising is another form of pay per click advertising, but you can set different campaign objectives where some charge per click, by number of impressions, video views or other metrics.
Facebook PPC advertising is relatively cheap in comparison to other pay per click channels, but to really make it work for your business, you should have a clearly defined PPC strategy in place.
Here are six Facebook PPC advertising tips:
- Setup a Facebook marketing funnel, e.g., attract cold audiences, convert warm audiences, convert leads into sales and keep existing customers happy. Each stage in the funnel should have a different strategy and messages to move them into the next stage of the funnel.
- Execute A/B split tests to optimise your campaigns. Start with your audience members to see which audience works best and then move on to ad visuals, video, copy, CTA button, etc. At the end of the run of split tests, you will have a fully optimised campaign that will reap the best rewards for your business.
- Promote your content through Facebook Boosted Posts to increase the reach and readers of your articles.
- Target your competitor’s followers to create an audience you know is already interested in your products or services.
- Use remarketing as a way to push users down the marketing funnel to convert into paying customers. These audiences are already familiar with your brand and products or services so are more likely to convert.
- Create a promotional plan for time limited time offers around key dates such as Valentines Day, Father’s Day, Christmas etc.
This is a quandary facing many businesses; hire an agency to manage your PPC campaiugns and incur additional advertising costs that reduces campaign ROI?
If you feel you have the knowledge, resource and time to manage your PPC campaigns then you should try and keep it in-house.
However, time and resource is often a hurdle that many businesses struggle to overcome. Especially as the key to executing successful PPC campaigns relies on good planning and preparation and regular monitoring and adjustments to ensure campaigns are fully optimised.
Employing a freelancer who has experience managing successful PPC campaigns can actually improve your ROI, even with the additional costs.
Freelancers charge less than an agency, and are dedicated and focused individuals that work hard to make a success of your campaigns. Choosing the right freelancer for you, can turn your campaigns around!
To execute search engine ads that perform well for your business, it is necessary to conduct keyword research for your pay per click advertising campaigns. That way you can see what your target audience are searching for and ensure you are bidding on these search terms.
Your ads and landing pages should also be tailored around these keywords to ensure they remain relevant to the user and as well as the search engine.
Negative keywords in PPC help you to control when your ads are displayed. No matter how granular you are with you search terms, it is inevitable that your ads will display for searches that are not related to your business. This is where negative keywords come into play.
Negative keywords help you to exclude your ads from displaying when a particular negative keyword is used in the search phrase. Without negative keywords, your campaigns can become very expensive.
Keyword research tools should be used to find negative keywords that are not related to your industry. For example, the ‘ppc’ search term was entered into a research tool and displayed ‘nhs’ and ‘cement’ as a couple of options. You should add these as negative keywords if you wanted to display ads for PPC advertising.
PPC Cost Estimator
Estimate PPC Costs & Results.
Before you setup your per per click advertising you require some indication of campaign costs and estimated results.
This enables you to set your goals & objectives, budget and helps you to select the right keywords to target that will achieve the best possible ROI for your business.
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