PPC (Paid Search)

Introduction

Pay per click (PPC) is a form of online advertising where you, the advertiser, only pay when someone clicks on your ad. With Paid Search your advert will appear on a search engine results page (SERP) when a user searches on a specific keyword or term.

 

Because you’re engaging with customers who have already entered the buying cycle, PPC is a highly effective and non-interruptive way to drive relevant traffic to your website. You can measure exactly what you’re getting for your marketing spend, and by fine-tuning and optimising the campaign, excellent ROI can be achieved from paid search.

 

Keywords (Search Terms)

A keyword is a term used by a Google user to search for a product/service. PPC advertising aims to show your adverts to people searching with keywords that are relevant to your products.  In order to advertise on these searches, you need this keyword in your account.

 

Your Pay per Click (PPC) account will contain a large number of keywords.  The keyword list generated in your campaign will contain a mixture of generic, long tail, product specific terms and GEO Modified terms.

 

The generic term approach will ensure you gain maximum exposure for your budget. If your budget is low, fewer generic terms will be used.

 

Long tail terms will ensure we capture every possible granular search term, even misspells.

 

Product Specific terms will drive highly targeted and highly converting clicks from adverts pushing the product the user has searched. The product price will also be included to qualify the client, manage the searchers expectations and give your marketing campaign the best chance to drive a great return on investment.

 

Adverts

When a user searches for a product/service, the search engine result page (SERP) will deliver relevant sponsored adverts. These adverts contain a headline, two description lines and a display URL. They may also have ad extensions such as Site links and locations. Latitude Express will write relevant, targeted highly optimised adverts which will drive qualified traffic to your site. We will also consistently review the adverts performance based on click through rate percentage (CTR%) to ensure your adverts are compelling, competitive and up to date.

 

Targeting

Pay per click platforms such as Google Adwords brings a huge range of functionality which allows us to target exactly the correct audience.

 

Searches can also be targeted with adverts during certain hours of the day using the ad scheduling setting. This is great if you only want to drive leads/sales during your opening hours.

 

Your marketing campaign can also use Geographical (GEO) targeting to serve your adverts to a defined audience based on where they live. This is a great strategy for local business who do not want to advertise nationwide.

 

If appropriate, Latitude Express will use a mixture of broad, phrase and exact match to expand your reach while driving targeted relevant traffic

 

Budget Management

Latitude Express will manage your budget and bids throughout each month evenly. We will focus your spend on your marketing strategy, stock levels and conversion rates. This will be achieved by adjusting campaign daily budgets and MAX CPC bids at keyword level. We can work towards monthly, weekly and daily spend targets. It is your money, how do you want to spend it?

Marketing which is Measurable
Pay per Click (PPC) Marketing is 100% measurable. Tracking can be used to report impressions, clicks, cost, conversions, sales and revenue generated. As our customer, you will receive these figures via the Latitude Express online portal and your weekly newsletter.

 

Transparency
The Latitude Express approach to managing Pay Per Click (PPC) campaigns is transparent and flexible. We charge a flat fee with no hidden costs. Our clients have full access to their Google Adwords account. This means you can see exactly where we are spending your money and look at the account to track the work we are doing.

 

Flexibility
Latitude Express can help clients with a wide range of budgets. If you sign up today your PPC campaign could be live in just three days. Depending on your requirements, we offer contract terms from 30 days (rolling) to 12 months.

 

On top of the management fee, you decide how much you want to spend per month on clicks. You can spend as little as you want, but most clients find that about £1500 pcm is the minimum click spend needed to make the time and effort spent setting up and managing the campaign worthwhile.

 

You can spend up to £15,000 pcm on clicks with Latitude Express; if you’re spending much more than this, you’ll probably find Latitude Digital Marketing services a better fit for your needs.

Are you new to PPC?
Contact our digital marketing consultants here and we will provide you with some guidance and a forecast. This forecast will highlight expected clicks and overall return from a PPC campaign.

 

Already advertising via PPC?
Contact our digital marketing consultants to get a free PPC campaign health check. This audit will review account structure, keywords, match types, overall quality score etc. and will highlight the improvements we can bring to your account from our professional management service.

 

Are you a local business?

Are you based in Manchester, Liverpool, Chester and the North West and would like a meeting to discuss your marketing needs. Please get in touch and we will arrange a meeting in our Warrington Office.

If you are based in the South and around London an you would like a meeting to discuss your marketing needs. Please get in touch and we will arrange a meeting in our London Office.