Pay Per Click Management (PPC)
“I want to advertise…”
- to pre–qualified customers;
- immediately;
- on a level playing field with my competitors;
- to create brand awareness;
- within my specified budget;
- at the lowest possible cost;
- with a variety of flexible campaigns;
- in a controlled environment;
- to the markets that I chose.
Background
Get it right and you can be advertising to the people that are looking for you in next to no time. Get it wrong and you could be pouring money down a black hole.
There’s more to PPC than just creating some ads, setting a budget and hoping for the best.
To succeed you need to find the right keywords, target the right market, construct ads that will catch the eye of your potential customers, deliver a persuasive message on your web pages, monitor performance and constantly refine.
But it’s not that difficult – it simply requires planning, research and understanding.
Egn Webcraft can provide…
Keyword research
Create a seed list of keywords. Refine the list by adding modifiers and alternatives for relevancy. Analyse to discover which are popular search terms and get more alternatives. Continue the refinement process to create a list of effective, relevant keyword phrases.
Website analysis
Assess the potential quality and effectiveness of website landing pages. Recommend modifications and additions that need to be in place before advertising commences.
Help with strategic decisions
Consider platforms, ad campaigns, budget and goals.
Market analysis
Assess the competition for chosen keywords.
Ad writing
Create ads that are informative, enticing, persuasive, eye-catching and relevant. Decide which keywords will be attached to which ads. Decide keyword matching levels and negative keywords.
Ad targeting
Consider target locations and how campaigns should be structured to maximise exposure whilst still being relevant.
Campaign setup
Create accounts and campaigns. Enter target markets, ads, keywords and maximum bid amounts.
Monitoring, testing, refinements and performance tracking
Track the performance of each ad. Replace non-performing ads with new ads. Monitor costs, return on investment, traffic, landing page effectiveness, bounce rate, conversion rate and keyword effectiveness. Continue to refine, always seeking to lower cost and increase ad effectiveness. Report to client on a regular basis. Use success criteria to extend campaigns.
