Pay-per-click or PPC advertising is advertising that appears online, either within the search engines or within selected networks of websites, for which you pay a fee every time your advert is clicked on. Although most commonly associated with Google Adwords, you can undertake this kind of advertising on Google, Bing, Facebook, Instagram and LinkedIn.

The advantage of using PPC advertising is that it is very efficient, allowing you to target your audience effectively and measure your return on investment.

It is important to ensure that your campaign is managed effectively. This includes the initial set-up of the advertising strategy, the choice of budget and delivery method, the choice of keywords and developing a bid strategy that means that you get the best bang for your buck.

We regularly monitor and adjust the advertising throughout the duration of the PPC campaign and at the end, provide a report outlining the performance of the campaign in terms of spend, click-through-rates, keyword efficiency and conversion rates.

When it comes to pay-per-click advertising, choosing the correct keywords is essential. If your market is particularly competitive, the amount you’ll need to bid for a keyword can be prohibitive. However, by being a little more creative and targeting long-tail search terms, you can often tap into an even better targeted audience.

It’s important too to ensure that you construct a keyword rich ‘landing page’ on your website which visitors will click through to and ‘land’ on. Landing pages not only offer an opportunity to extend your advert and increase the chances of a conversion, but they also positively affect the quality score that your adverts are given by the search engine, making them more likely to appear in a top slot AND reduce the amount you pay for a keyword versus your competitors.

Many PPC agencies seem to concentrate on the cost-per-click compared to your competitors and often suggest budget increases to improve position and clicks. However, we believe that this misses a huge opportunity. Often optimising the keywords that you target, the content of your advertisement and the landing page to which it clicks through produces better results without increasing budgets.

As PPC specialists, we provide our clients with these kinds of insights to optimise their pay-per-click campaigns and write and manage PPC advertisements and landing pages to increase conversion rates and reduce overall spend.