PPC

Effective strategy and management

Let's get one thing straight; machines alone cannot run your Pay-Per-Click account. Whilst many say they can, we have yet to experience a piece of software that is capable of performing as well or better than a real pair of eyes and a smart brain.

The 5 secrets that make our approach more effective

PPC is without a doubt one of the most powerful and flexible marketing channels available but it is not a walk in the park. To get the best returns possible you need some real people and these 5 secrets that we've developed over the years.

1# Thorough research - Every client is different so we research your website, your company and your marketplace before deciding on how to structure your account. By doing this we ensure that we start from the best possible position for creating value and ensuring future growth.

2# Keywords that get customers - The seeds of a PPC campaign. We don't just add every keyword associated with your products; we research, test alternative creative and ensure that you get the best quality traffic. The process doesn't just stop here, we constantly monitor the account so that we work the best performing words, ditch the worst and block out any bad searches you are showing up for.

3# Our ads work with your keywords  - Google rewards this with cheaper clicks! We also use this area to best describe your products and offers (a lot of information to fit into 25 characters of title and 35 characters of body!) By doing these things we help to get the best quality traffic and reduce wasted clicks.

4# We don't use automated bidding tools and ad generators - Although many areas of your site may be similar we find it's best to do things manually to avoid sloppy ad text and linking to the wrong areas of sites. We've all seen those ads for EBay saying things like 'Buy Cheap Coffins', it's funny but we don't want that for our clients as it wastes money.

5# We protect your brand properly - Unlike some agencies we use Google, Yahoo and MSN so that you brand is protected on all the search engines you are connected to everyone who is searching for your products. Sometimes Yahoo and MSN are cheaper and sometimes they convert a lot better than Google - why miss out? 

The joined-up advantage

We rarely recommend running PPC on its own; it works best in concert with other channels such as SEO. Working with Equator, where all these channels are under one roof you can be sure they're all singing from the same songbook.

In the studio, PPC managers also work with our development team to implement tracking and suggest improvements to your site such as specific landing pages relating to specific search terms in order to further improve the performance of your marketing.

Talk to us if you would like to improve your PPC campaigns.