Paid search advertising is invariable the quickest and easiest way of reaching that most vital of audiences – those who are looking for an organisation such as yours, at the exact time they are looking for you.
As such, a strong paid search campaign is regularly the ‘lowest hanging fruit’ available to our clients, and more often than not it also forms the basis of an effective campaign. It may come a no surprise to learn that this is something of a specialism for us…
Also known as PPC, Pay Per Click, Google AdWords, Bing Ads, sponsored ads and more. Through paid search we are able to reach audiences with specific demands at the exact time they are looking to satisfy those demands – and we can make sure that our client’s name is top of their list.
Our advice to clients is that paid search is the foundation of any advertising strategy. Burst campaigns in display have their place but organisations need to ensure that they have continued search activity. This is the activity that is going to convert and provide a considerable return – on – investment.
Focusing on traffic that is going to convert is at our core. There are many factors that have to be scrutinised, some major strategies to be implemented and a whole host of minute tweaks. When taken together this all yields big results.
Understanding: Developing a full knowledge of the campaign is key, including the objectives and the audience.
Market opportunities: We have the tools, the time and the interest to develop a clear picture of each search market we enter. This includes: seasonal factors, timings, regional variants and competition. From here we are quickly able to establish where the opportunities are and to exploit these on behalf of our clients.
Structure: Focused campaigns optimised into niche ad groups with pinpoint targeting to cut through the competition at minimal cost. It all starts with the account structure.
Keyword development: Exhaustive development of the multiple keywords variants to make sure that we capture the traffic we want, and filter out that which we don’t.
Ad text: Precision crafted ads to attract the eye, answer user’s queries and point them to your site. All in less than 100 characters. Easy.
Split testing: Also known as A/B testing. Every organisation’s audiences are different and we tenaciously test what works and use that to attract more users likely to convert.
Analytics: Setting up tracking to ensure that all activity is trackable and that conversions are reporting. This is absolutely crucial in order to optimise campaigns and ensure the best possible ROI.
Local search allows you to target users within your target area. An increasing number of people now use mobile devices to search for local businesses and services. Google also estimate that 27% of offline purchases begin on a smart phone. This means that the ability to effectively target local users is now pivotal to offline success, as well as online.
Google search interest in “near me” has increased 34x since 2011 and nearly doubled since last year. The vast majority come from mobile — 80% in Q4 2014.”
I-Want-to-Go Moments: From Search to Store, April 2015
Our Local Search strategy specialists can help you to maximise the resources within Google AdWords and Google Business to ensure that you can maximise on those local micro-moments.
Conversion Rate Optimisation is the bread-and-butter key step to effectively generating conversions through your AdWords campaigns. We work with you to establish your KPIs and maximise the number of conversions you are achieving for your budget. We can approach this from either a CPA (Cost-Per-Acquisition) perspective or work to a goal ROI.
Paid Search can be an ultra-competitive marketplace, knowing the complete state-of-play will allow you to best plan your approach. Our Competitor Analysis involves a review of your existing keywords and a comparison against your online PPC competitors. We also review your competitor’s strategy and from this recommended routes for growth and expansion.
Nothing is more important in PPC than keeping on top of all the small elements which will either enhance or cripple your AdWords success. Our team of highly-skilled and qualified AdWords specialists will be able to review your account through a best-practice audit. Following our analysis we will produce a detailed and thorough report detailing where improvements can be made and where savings can be achieved.
Remarketing Lists for Search Ads can take your conversion optimisation to the next-level. By targeting those near-purchasers, hot-leads and repeat buyers you can make sure that you are in the forefront of your target audience’s mind. When used well, RLSAs can result in a more efficient use of ad spend, better conversion rates, and ultimately, better ROI. Through RLSAs you are able to effectively target these valuable users and adjust your bids based on how far along the decision making process they are.