Pay Per Click

When the going gets tough, the tough pay per click (PPC)

Give your website a boost in search with PPC

You may be a new business with a newly designed website, in a very competitive market or have a new product or service that you want to promote, well Pay Per Click (PPC) is your hero.

Target your audience with PPC

We often hear businesses say they’ve tried PPC and it’s not worked for them. Well ironically, even unsuccessful campaigns can help. They tell you who not to market to, and after a little feedback and analysis of the results, changing the target audience and demographics, you’ll be sending the right message to the right people before you know it.

PPC campaigns that work

A PPC campaign can be very effective, it just takes a lot of experience and testing to get them to work well for your business. An old adage from traditional print days is that 50% of ads work and 50% don’t, we just don’t know which. However, with digital feedback we do know which work.

The benefits of PPC

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How not to waste money with PPC

Sort out your website first

Just because you're going to pay for the advert does not mean that the ad provider will show it. If your content is not appropriate then why would they. Google has built trust on providing the right results for the right searches, whether paid or not, so if your website has a high bounce rate, your ads are going to cost a load more than your competition.

Know who you are targeting

One of the great things about digital marketing is that you can target your campaigns to specific segments. Opposed to a TV advert or on the side of a bus, you can make sure that just your target audience see your ads. Just think of all the information you may have shared online about your age, gender, interests and location, all this and more can be used to market to specific people.

Keep It Simple Stupid - KISS

Most PPC campaigns have quite a limited amount of words you can use, so be clear and to the point. Campaigns that are very specific to the product and price are by far much more successful than general ads around the products. A PPC ad for ‘TEFAL Ultraglide FV4043 Steam Iron at £39.99’ will convert much better than ‘Low price irons for sale’.

Marketing and remarketing

Have you ever seen those ads that follow you around the internet? Something you searched for a few days ago comes up in a search on a completely different website a few days later. This is remarketing and a very useful tool. Sales very rarely result from a smooth journey from ‘A’ to ‘B’, it’s normally ‘A’ to ‘M’ to ‘F’ to ‘Y’ to ‘H’ to ‘B’ and remarketing helps you guide people along the journey.

Look at the results

American merchant and ‘pioneer of marketing’ John Wanamaker once said: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” Those days are long gone. With testing between ads you can see which ones work and which don’t.

AvB testing

To find out which marketing works, you need to perform AvB testing. Sometimes the same advert has different results in different geographic areas, so keep testing and refining the ads until you get the best results.

Look at what you want to achieve

Are you just looking for brand awareness? Or for conversion or downloads of a new app? Whatever it is, make sure that your campaign is designed with the end goal in mind, this will affect how and where you are going to place your adverts.

Test, test and test again

If you’ve not got the message yet, keep testing. The power of PPC campaigns is that you get great feedback on the performance of a campaign. Whenever you learn a new skill you only improve through acting on feedback. PPC marketing is just the same as learning a new skill. Perform the skill, review and adapt – the steps to a great online campaign.

If you can get all this working yourself, then you will be off to a great start. However, if a helping hand is what you need, then do get in touch. 

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