When used in conjunction with SEO, PPC allows you to develop a far-reaching but targeted search engine marketing campaign. It’s the perfect way to align your website with your target markets. Although SEO and PPC essentially target the same traffic, their methodologies differ vastly.
Key elements and processes of Pay Per Click Advertising (PPC):
- Planning for PPC – Market Appraisal
- Targeting with PPC – Campaign Creation & Structure
- Continuous Project Development – Optimisation & Bid Management
- Reporting & Analysis – Accountability
The twentysix Search method: Define, Create, Optimise and Re-optimise
1. Define
A PPC project by twentysix Search begins with detailed research to establish the size, nature and behavior of your online market.
Once we know which phrases your customers use to search, we identify your competition. This allows us to make accurate estimations on traffic potential, cost and expected delivery – ensuring your business goals remain clear at every stage.
2. Create
Campaign structure is key to PPC advertising.
The way you structure keywords into adgroups, the adverts that you assign and the bidding strategies that you implement will all influence the outcome.
These techniques, along with external factors such as click through rates, landing pages and conversion rates, work towards improving the campaign’s overall ‘Quality Score’. The ‘Quality Score’ determines how much you pay per click to appear in the positions allocated.
3. Optimise
As ‘live’ operations, PPC campaigns evolves every day. PPC is often about little changes that make bigger differences. This might mean tweaking bids, testing adverts or removing keywords.
PPC is hugely influenced by external factors. Some of these can be influenced, and some can’t. Our approach to PPC optimisation does not focus solely on your internal processes, but also sales cues – what the user is seeing and ultimately what makes them convert.
We offer a holistic approach to PPC. We’ll help you develop landing pages and create strong sales copy whilst analyzing the data that matters.
4. Re-Optimise
Could your campaign perform better?
We don’t rest on our laurels in search, and neither should you. Ongoing redevelopment, optimisation and periodical reviews will keep your PPC campaign producing results.
Search markets change every day. New competitors enter the fold, industry trends change, and seasonal peaks and troughs come and go. There are price battles to contend with, and USP statements – at twentysix Search we help you to understand and manage these factors.
To find out more about PPC, visit our knowledge section or contact twentysix Search now.