Pay Per Click Advertising

Rather than pay every time your ad is shown, with Pay Per Click (PPC) advertising you pay only when someone clicks on your ad. What’s more, you choose how much you’re willing to pay for each click. And, if you’re tracking conversions through analytics, you’ll know what your cost per click (CPC) should be. You can run PPC campaigns on search engines, display advertising networks and on social media sites like Facebook, LinkedIn and Twitter.

A PPC search campaign can be particularly effective when you’re not yet ranking well in organic search results. And when you want to run a short-term promotion, PPC search can deliver immediate results impossible to achieve in the same time-frame with SEO.

Using Google AdWords, for instance, your PPC ads will be shown for the search terms you select, appearing alongside organic search results on Google and other partner sites in the Google network.

But search only accounts for five percent of all online pageviews: display advertising lets you reach a much larger audience. To improve your chances of success, you can target specific audiences based on such criteria as location, demographics, interests and behavior.

And what about those visitors who come to your site, show some interest, but leave without converting? With a PPC remarketing campaign, they’ll see your ads as they look at other websites, giving you repeated chances to bring them back to your website and turn

them into customers. And again, you pay only when someone clicks on your ad to revisit your website.

Contact us now for a PPC advertising campaign to suit your needs.

You may not be paying much per click, but it’s too much if you’re not getting the right people to your website.

Whether you’re running a Google AdWords or Bing search marketing campaign, or a PPC campaign on YouTube or Facebook, it’s important your ads are in front of the people most likely to be interested in your products and services.

Your Goals
Once we understand what you’re trying to achieve with PPC advertising we can advise the best approach and recommend appropriate platforms. However, only with measurable KPIs will you know if your campaign is successful, and what needs to be done to improve performance.

Right from the start, we’ll help set goals and goal values that make sense for your business, and ensure the reliability of analytics data in tracking performance to your goals.

Your Target Audience
The more we know about your likely customers, the more likely your PPC campaign will attract them to your website.

Different ad platforms offer diverse audience targeting options, but the landing pages, keywords, and what we say (or show) in your ads can also be varied for greater appeal to your prospective customers.
PPC Keyword Research
For PPC search campaigns, we identify the search terms most likely to be used by your target audience when looking for what your company offers.

For contextually-targeted display campaigns, these are the words most likely to appear on relevant web pages where we want your ads to be shown. At the same time, we develop a list of negative keywords that will prevent your ads being shown for irrelevant but related terms.

Step 2:
Implementation

Now that we know who you’re targeting and what you’re trying to achieve, it’s time to create your ad campaigns. You’ll be given opportunity to review and, if necessary, modify our proposed campaigns before anything goes live.

Setup
Your ads will be grouped by target audience and keyword themes to ensure that only the most relevant ads are shown. With two or more ads per group, ads can be A/B split-tested with the goal of improving clickthrough and conversion rates, lowering your cost per click and/or cost per conversion.

Settings
Each PPC ad platform offers a range of campaign settings that, once specified, will ensure your ads are appropriately targeted. At very least, you’ll want us to make sure your ads are shown only to people in specific countries (or particular cities and locales), and that applicable languages and distribution options have been set.

We’ll also take care of any other settings that will improve the effectiveness of your campaign budget in reaching your target audience.

Bids and Budget
We’ll set an appropriate cost per click for visitors to your site (based on their potential to convert and what you can afford to pay for a new customer, as well as what’s required for your ad to be displayed).

Depending on your campaign budget, we can also limit what you’ll spend per day, per month or over the duration of your campaign.

Step 3:
Optimisation

Once your campaigns are up and running and we can see what results we’re getting, we can set about improving performance.

It’s likely that visitors for some search terms or from some websites are converting more readily than others, and we can adjust bids and targeting accordingly. However, we can also test other changes to your campaign.

Our goal is to ensure the constant evolution of your PPC program, adapting and changing your campaigns as necessary to produce better results.

Analysis
Without careful review of your campaign results, it’s difficult to know what changes need to be made and how best to apply them.

We know that, in improving your campaigns, it’s important to consider performance metrics in context, with due consideration for attribution models, typical time to purchase, and relative traffic volumes.

Refinement
Using both referral and performance data, we’ll identify what’s working and what’s not. We’ll make the changes designed to get you

more visitors who convert or show strong interest in what you offer and fewer visitors that don’t.

Testing
Messaging, images, keywords, landing pages, bid strategy and targeting options – all should be tested and optimised over time, along with your offer.

SureFire Search Marketing logo
© 2017 Copyright SureFire Search Marketing Limited.
Phone: 0800 080 278
PO Box 128-660, Remuera,
Auckland 1050, New Zealand.
Google AdWords Certified Partner
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