What is PPC?
PPC is a fast, reliable source of exposure to a target audience for your website. No matter what market you operate in, organic search results on engines like Google, Bing and Yahoo could leave your site ranked on the third or fourth pages, giving you a minimal chance of exposure to your target market. With PPC your potential customer will be exposed to your site as soon as they enter a search which contains your chosen key terms, giving you a much higher chance of increased visitors, as the user sees it as a relevant and convenient advert. This Internet advertising model is used to direct traffic to websites.
PPC is also known as: CPC (Cost Per Click) Search Marketing Paid Search Advertising
People use Search Engines to look for a product/ service + They see your Ad and click on it = You get higher traffic volume to the website
5 Benefits of PPC
Fast, measurable results
Each users movement can be tracked, measured and reported. Giving you full control and a clear overview of budgets and scheduling, helping you to optimise your advertising efforts to give you the best return on investment.
Generates high targeted traffic
Location, age, gender and interests can all be specified to ensure that your advert is shown to relevant potential customers, maximising the chance of clicks and conversions.
Extended reach to new markets
Through the use of keywords, different audiences can be targeted and if tracked, the success of keywords can be monitored, and then integrated onto a landing page to improve organic traffic levels that helps develop the long term success of the website and its domain authority.
You can create multiple campaigns, ad groups and adverts to experiment with different keywords that your target audience use to search for products/ services similar to yours. This is considered to be low risk testing because you only pay when an advert is clicked on, so if some keywords aren’t successful, you can remove the advert and focus on successful ones. Similar testing can be done for landing pages (A/B testing).
You can use PPC to manage flow of leads to your business, ensuring your staff are kept busy even during quieter periods. Alternatively you can tie your PPC activity to offline campaigns or events.
An audit is a comprehensive overview and analysis of your account and ppc campaigns to determine areas that could use further attention or work in order to improve your return on investment. Audits are a useful assessment to carry out as they provide a complete overview of past performance, help predict future performance as well as highlight any weaknesses or failings that your current campaigns might have. You may already have some KPI’s set, but if not we can help you identify some for you to use as markers for your accounts performance. We can then collect data, analyse it and create a summary of findings that are measured against your KPI’s. For example, if ROI is your main focus, we can use indicators like cost per conversion as a measure of your investment and the adverts performance.
Audiences you can reach with Adwords
There are approximately 3.3 billion Google searches each day.
Using Google Adwords allows you to have access to a large reach of users that can be categorised in a number of ways, allowing you to create highly targeted campaigns to different audiences depending on your products and services. The vast extent of potential customers you are able to target may seem overwhelming, but Maze can help you tailor your audience to a specific set of people, giving you maximum exposure to the type of customers you are aiming to see your advert.
Types of targeting we can employ to categorise your audience: Demographic targeting (age, gender, income) Geographic targeting (town, county, region, country) Device targeting: mobile, tablet and desktop users Timing targeting: Month of the year, day of the week, and time of the day.
Often forgotten about by other agencies and digital marketing groups, Bing ads can be a cost effective and useful online advertising channel for your company. Benefits of using Bing Advertising: Less competitive market due to smaller audience so your bids can be set significantly lower. Provides pay per click adverts for both Bing and Yahoo search engines. Bing and Yahoo’s combined market share for search is 30%, so it controls a significant proportion of the market. The market attracts fewer advertisers so there is a larger scope for your business to succeed. More descriptive scope for Ad titles, allowing you to expand on how you can serve the customer through your products or services.
Google’s display network is a group of websites that are a part of a global community that allow image, text and video adverts to be displayed on their sites. These Google approved sites are called Partner sites and can reach up to 83% of unique visitors on the web, making them an excellent source of advertising space. Display advertising gives you the flexibility of creating all types of adverts including text, image and video on relevant, targeted websites. This is an effective form of advertising because your ads are only displayed on websites that are relevant to what you are selling, and to people who are interested in your product or service.
Remarketing lets you show ads on Google’s display network to users who have previously visited your website as they browse the Internet. Remarketing involves identifying categories of interests that correspond to pages you’d like to promote then tagging pages of your site that correspond to these certain categories. For example, adding a “women’s trainers” tag on all of the pages where you sell fitness footwear for women. We then create an AdWords campaign for you to show highly relevant ads (like a summer sale on Nike trainers for women) to people who’ve visited these pages as they browse sites across the Google Display Network. Providing users with these highly relevant ads can radically improve ROI and expand your customer base by having the option to target further markets that haven’t visited your website before. The new potential customers may not know your site exists or may not think of your site in relation to the product they are looking for, so having an advert appear when they are browsing websites will encourage them to visit.
‘Retargeting is a form of marketing in which you target users who have previously visited your website with banners ads on display networks across the web. ‘ – moz.
A visitor lands on your website They visit pages but don’t commit to purchasing Retargeting ads display your site after they leave, keeping your brand present at all times
Although similar to remarketing, with retargeting you only target users that have visited your site and already have had interaction with your brand. You can choose to target visitors that went to a specific page of your site, or visitors who accessed the whole site; either way you are guaranteed increase the likelihood of users revisiting your website which increase the rate of conversions. Retargeting is essential to your websites success because when new users visit your site looking for a product or service, they may be at the start of the buying process and therefore not ready to commit to a purchase. Retargeting will ensure your brand is kept at the forefront of their mind as they look at competitor sites, and return them back to your page when they are ready to buy. This is especially useful for online retailers who can easily measure online conversions, but is also important for competitive industries like service providers in energy, healthcare, law and many more.
Benefits of retargeting Encouraging repeat visits to your website Retaining more customers and increasing conversion rates Improving brand awareness by increased exposure
Paid social media
With ever increasing competition for users attention on social networking sites it has become more difficult to get your message out organically to a large number of people that can have a positive impact on your websites visits and conversions. Paid social media advertising is a simple, quick and inexpensive to tool which can be integrated into your marketing tactics to help raise the profile of your company on social media, and improve traffic to its website.
Types of paid social media:
Twitter promoted tweets – can be targeted to specific hash tags or users. Useful if there is an event happening e.g. #london2012 was mentioned nearly 6 million times during the Olympics and could be incorporated to a sportswear, gym membership or personal training promotion. The tweet will appear on the users timeline and will show any followers they have that have already interacted with your brand, increasing their level of trust. The concept of promoted tweets is similar to a ppc campaign where you only pay when a user engages with your tweet (i.e. retweets, replies, favourites etc.).
Facebook promoted posts – promoted posts is content from a brands page that is viewed, not only by your fans on their timelines, but also by your fans friends. It increases the posts visibility and as a result increases engagement with fans and potential fans.
Benefits include: Capable of growing your audience and revenue Can promote specific products through use of images, videos and text. Facebook users are more likely to trust a brand if a friend recommends it. ‘Friends of fans’ allow you to access these potential followers. Gives you a detailed report into the success of your campaign.
Facebook adverts – are paid adverts that appear on the side of users Facebook feed. This budget friendly form of advertising is an effective way to increase your websites reach to potential customers as you are able to narrow down your audience by demographic factors and users interests like football, cooking or watching live music. Because Facebook can provide detailed analytics of users interactions with your advert, you can use this wealth of information to better serve potential customers with future adverts. Although you are paying for an advert, it is no guarantee that customers are going to click on your advert that will lead to a sale. However, if you target your adverts correctly and make them visually appealing, this is a very effective form of advertising.
LinkedIn adverts – providing a variety of advertising options, including small display ads, rich-media display ads, polls, and more. LinkedIn has a different approach to social media compared to Twitter and Facebook. It offers more scope to target specific B2B buyers, allows targeted ads for people and services, including targeting by Job Title and Job Function, Industry, Geography, and Company Size — including the option to target specific companies and membership in specific LinkedIn Groups that are industry relevant.