Having a visible web presence is essential for any business. General marketing and promotion of your website are very important if you want to generate visitors and additional sales or enquiries. However organic Search Engine Optimisation (SEO) can take some time to take effect, which means that Pay per click advertising is a cost-effective way of boosting your marketing efforts.
Most people are familiar with the standard Search Engine Results Page (SERP) as it appears on a desktop computer (mobile devices may differ). There are three elements:
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- The main body; being organic search results tailored to the search query
- Top and bottom panels with Pay Per Click results tailored to the search query
- Sometimes there may be some informative content generated by the search engine.
Google Adwords Pay Per Click Advertising
Google has a Pay Per Click (PPC) advertising program called Adwords. Advertisers compete for placements (typically three or four at the top of the page and three) for specific keywords.
Initially, the Google Adwords system worked like an auction, with the highest bidder for a specified keyword outranking the competition. There was some weighting for quality purposes, but primarily it was an auction.
Over the years the system has evolved into a very sophisticated algorithm to ensure that the best quality advertisers are shown to searchers. Google takes this very seriously.
Advertisers have control over the wording of their adverts, the keywords to bid on, and the destination page (landing page). The landing page can be any page on your site. A few years ago Google introduced a Quality Score to ensure the consistency of advertiser’s content. As a consequence of this correctly matching up targeted keywords to the landing page became very important. This alone can make the difference between a campaign being a success or otherwise.
Is an Adwords Pay Per Click Campaign appropriate for your business?
Pay per click is a very efficient marketing solution as advertisers are only bidding for relevant keywords to find potential clients that are seeking their particular service. As an Adwords advertiser, you have complete control over your budget for every aspect of a campaign; you can dictate the times of day that it runs. It is even possible to select the locality in which the advert runs. Or even the type of device it shows on.
Smaller businesses are often concerned that they will be competing with the marketing budgets of large national (or multi-national) companies. And while it is true that in very competitive markets the bid price can rise to some eye-watering amounts, it is not true that everyone has to compete to keep up. A carefully managed and correctly structured campaign can indeed compete with the larger companies. We achieve this by being very specific about the target keywords and accurately identifying their target customers.
Setting up an Adwords Campaign
Typically a pay-per-click campaign involves some setup and testing, so you should budget accordingly. Once the proper keyword research and evaluation has been carried out, we have an accurate idea about how to focus your marketing budget. Full reporting is available meaning that your campaign can be monitored and adjusted to maximise your budget.