Direct Marketing 

Part 1 of my digital marketing blog covered Search Engine Optimisation or SEO. This is part 2 of my digital marketing blog and looks at Pay Per Click advertising. 

Part 2 – What is PPC?

Pay Per Click or PPC is a method of paid for adverts that specifically target potential customers who search online for products or services. Adverts are displayed at the top of search engine results such as Google.  As Google is the most popular search engine, this blog concentrates on Google PPC advertising. To use Google PPC you will need to set up a free Google Adwords account. Here you can manage your PPC campaign and select keywords or phrases to bid on in order to target your potential customers at their time of need. You can budget as much as you want by setting a daily budget or account spending limit. Popular keywords can cost more but you can control your budget and daily spend in your Google Adwords account by tactically bidding on keywords that generate the most business at the most cost effective levels. Results statistics and charts show how your campaign is performing so you can monitor your campaign and make changes at any time. You can also turn your campaign on and off whenever you choose, so it’s a very flexible method of advertising. In the early stages of your campaign, daily or weekly tweaking will control how well your chosen keywords or phrases are performing, ensure you get positive results, achieve a good ROI and ensure your budget is being spent wisely.

What are the benefits of PPC?

PPC has proved to be very cost effective for many of the campaigns we manage for clients and for ourselves! The benefits of PPC include:

• Get your business found – attract new customers and new visitors to your website and grow your online sales.
• Connect with potential customers – target relevant searches  and direct potential customers to your website at their time of need.
• Use re-marketing adverts - target your customers and bring non-converters back to your website.
• Advertise globally or locally – target customers by country, regions, cities or towns or define a certain distance from your location.
• Target the right people at the right time – flexibility allows you to expose your business to people when they are searching for your products, services or special offers.

 

PPC Campaign Management

Managing your own PPC campaign can be time consuming and some find Google Adwords a little complicated. We manage PPC campaigns for clients to ensure they are getting the results they want. As PPC specialists, we are one of the few companies in the South East who are an accredited Google Partner with certified AdWord Campaign Managers. This means Google has endorsed our skills and experience to run effective and successful PPC campaigns.

PPC Case Study

Below is an example of a PPC campaign we manage for a client. This shows the effect PPC can have on a website and measures conversions as leads being generated. The line graph plots daily traffic levels, conversions and user behaviour on the site. The PPC campaign has achieved, and continues to achieve, a significant uplift in sessions, new and unique people visiting the website and has resulted in a huge boost in enquiries for the client.

Conclusion

PPC is a great addition to any digital marketing strategy and a flexible method of advertising which has proven to generate very positive results. To find out more about PPC or any of our digital marketing services call us on 01323 735800 or email enq@barkweb.co.uk.