Pay Per Click (PPC) Management

Pay per click (PPC) advertising is an essential part of digital marketing and forms the basis of all digital campaigns. Paid search platforms such as Google AdWords provide advertisers with an immediate first page ranking on search engines and drives targeted traffic to their site. Paid search success stories are endless and the value of paid search advertising is undisputed but with this comes the decision to run campaigns internally or to outsource to a specialist paid search agency like Marketing Grin.

Most paid search platforms are straight forward to set up and run, but difficult to run effectively. New advertisers that run AdWords campaigns in-house tend to concentrate on traffic volume and reducing the average cost per click (CPC). Little or no time is spent on improving conversions.

Marketing Grin focuses all digital campaigns around delivering return on investment. The focus for ecommerce sites is normally to deliver the lowest cost per acquisition (CPA) possible. At a very basic level, the current CPA needs to be known and therefore conversion tracking must be set-up.

Paid search campaigns for service industries are more complex. Typically users do not engage with simple call to actions such as telephone numbers and email addresses. In most cases, to get the most out of a paid search campaign, there needs to be a ‘hook’ built into the site which encourages users to fill in an enquiry form. They have now entered into the sales pipeline and a value can be placed upon this which can be used to calculate CPA targets, helping advertisers to gain a measureable return on investment.

Pay Per Click advertising is also a great keyword research tool for search engine optimisation (SEO). Assuming that you have conversion tracking set up in your paid search campaign, you can see which keywords deliver the best return on investment (ROI). This information can then be used to implement an effective SEO campaign.

Marketing Grin offers a free consultation to enhance your PPC campaign. Click here for more advise on running an effective PPC campaign.