If you’re struggling to beat your competition online or finding your SEO efforts aren’t yielding results quickly enough, the first thing to do is talk to us about SEO!
The second thing to do is talk to us about how a PPC campaign can help you get back on track. We’ll advise you on key components of your digital marketing strategy – looking at every part of the customer journey.
One of the great things about Pay Per Click campaigns is that you have great control over budget, keywords, time of day, audiences etc. If the results of your Pay Per Click campaign are positive, you can scale up instantly, or on the other hand, put a pause on everything if you find it’s not quite working out. Our job is to help you figure these things out on your behalf.
Step 1: Selection of Keywords
Well-selected keywords are super important in any PPC set up. They need to be relevant to your brand, proposition and target audience, providing information to your audience on exactly what you’re offering.
Go to broad and you’ll churn through a ton of budget without much return – go to niche and the volume won’t always be there. There’s a time and a place for long tail keywords and again, it’s our job to help you balance between the two.
Step 2: Landing Page Development
Landing page creation is the second step in your PPC journey, ensuring your customers experience a seamless journey from ad to website.
Your landing page should provide customers with the information and solutions they need, as well clear calls to action (CTAs).
Step 3: Ad Creation
A PPC ad requires two critical components – a headline/copy and a call to action. Typically your keywords are most often left in bold in order to draw potential customers’ attention and are part of the ad headline. The headline can also contain other relevant information although bear in mind that character limits are quite tight and need to be managed. The second PPC-advert component is your call to action – why should a user do anything once they’ve seen your ad. To buy? Find out more? View a demo? There’s plenty of CTAs to choose from and it’s a key variable in split testing ad copy.
Google has some neat ad extensions – site links, location, product and pricing to name a few. We’ll help you test which ones get you the best CTR and conversion.
Step 4: Measurement
One of the great things about PPC is the visibility of what’s working and what’s not. We’ll help you understand key stats – with the number of times visitors left your landing page without any activity other than browsing (bounce rate), how many times your ad has been seen (impression rates), the number of clicks it gained (also known as CTR), and other feedback. A good Hampshire PPC agency will be all over these metrics (and many more) to understand where, how and when you can optimise.