Our PPC Approach - Strategy & Implementation
To increase sales, enquiries, leads or any other type of conversion, we need to approach each campaign in the right way. It starts with a considered strategy before implementation and ongoing optimisation can occur. We believe it is crucial to be transparent about how we manage PPC campaigns and the following information provides an overview of exactly how we do so.
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We take a creative and analytical approach to paid search to ensure we display the right ads at the right time to the right people.
Our PPC teams use data-driven insights to produce and implement paid marketing campaigns. Using the latest technology and tools provided to us as a Google Premier Partner, we work with our clients as partners to deliver measurable improvements to your paid advertising campaigns. Innovation is key, a campaign shouldn’t be stagnant and we’re experts in developing a strategy designed with ROAS in mind.
We aren't like other agencies: Before you even sign up to our service, we will take the time to get to know your business, industry and competitors. We will then provide you with a full presentation via screenshare about why we think we can help your business and what you can expect from your campaigns. From there, we use this information to develop a bespoke PPC strategy designed to give results and review our approach with you regularly. Google ads is a competetive field and our service ensures you’ve got your finger on the pulse of your industry whilst we operate as an extension of your business.
Whilst many agencies focus on driving the maximum traffic, we know that it’s new customers that make you profitable. This is why we will work closely with you to establish a target CPA (Cost per Acquisition) and work towards achieving this in order to achieve maximum profitability from your campaign(s.)
This process requires test and measurement of the following factors:
- Average CPC
- Negative Keywords
- Ad Copy Relevancy
- Landing Page Relevancy
- Page Load Time
This data-driven, profitability focused approach leads to successful paid search campaigns - you can read more about how we use data analysis here.
1. Client expectations and KPIs
We work closely with clients to help them form realistic expectations and measurable Key Performance Indicators. We know clients expect clear and tangible indications of performance and we go to great lengths to ensure we provide exactly this. There are many metrics in Pay Per Click advertising we can use to track performance including:
- Average CPC
Each metric is suited to a particular objective and we may use a combination of the above to provide an accurate representation of progress.
- In budget limited campaigns, maintaining cost is the primary objective whilst reducing CPA over time is a secondary objective. In this type of scenario, we’d always advise the client that sufficient time is needed to balance the account between cost and CPA as lowering CPA’s too quickly could dramatically reduce acquisitions.
- Where campaigns are not budget limited we may be required to focus solely on CPA and where ROI is positive, the cost is not a concern.
- Where a branding campaign is concerned, relevant impressions on placements may be the primary KPI with clicks as a secondary KPI.
2. Client USP and Commercial Strategy
Understanding the clients business model, products and USP is essential to establishing a relevant set of KPIs and expectations. It’s also key to producing a PPC campaign that complements existing marketing activities.
We’ll often ask a client to provide us with details of existing marketing collateral for other mediums to ensure the PPC campaign is sympathetic to the existing marketing strategy.
With this information, we’ll design and build a creative campaign designed to fall into line with the clients' commercial strategy and deliver this strategy online.
3. Seasonality and search trends
At the beginning of every campaign, it’s crucial to understand how seasonality affects sales and searches. This allows us to optimise the account at key times to maximise sales during both busy and quiet periods.
If the client offers a range of products then it’s likely some may be more popular at certain times of the year. Because of this, we need to consider how best to promote these items which may entail “throttling” the promotion of certain products at different times to maximise ROI for example.
Additionally, in times where search volume peaks, it’s crucial we provide clients with advanced notice of budget implications and if an increase in the budget is required to maximise sales during these peak periods.
4. Tracking Requirements
It is impossible to optimise a PPC campaign efficiently without tracking important metrics such as conversions. We do this to ensure we know what leads to acquisitions and how to influence them further.
Furthermore, with continuity of data we are able to understand current performance with historic date ranges (last week, last month and last year for example).
5. Keyword Research
With both new and existing accounts, we need to establish a base set of “seed” keywords. These keywords are researched based on data available from Google and the clients existing analytics data.
On implementation of keywords, we continually test, measure and refine the optimisation process by regularly adding new keywords and negative keywords with varying match types.
Once a strategy is in place we build the account to best practices.
Ad Groups: Keywords and Ads
We create highly targeted ad groups packed with highly relevant keywords and adverts. Relevance is a huge factor in any PPC campaign and whether you have an account with 100 keywords or 100,000 keywords the process is the same.
We’ll use the researched keywords and split them into relevant “buckets” of keywords. Adverts will be created and consist of the following:
- A relevance keyword contained within the ad copy
- A strong call to action (where possible)
- Qualifying text (if needed)
- A highly relevant landing page
At times we may split ad groups to further increase relevance and Quality Score. This will result in the campaign size growing exponentially but following the same structure throughout.
When preparing ad copy, we consider the following:
- The target audience (and demographics if relevant)
- The nature of the keyword
- How well the site converts (should we qualify visitors in the ad copy)
- Should we prepare branded ads
- How will seasonality effect products, keywords and searches?
- What ad extensions are needed and how should they be implemented
Landing pages are a component of Quality Score and must be relevant to the keywords used in searches and advert copy.
We spend time to ensure traffic is diverted to the most relevant sections of your website to facilitate the visitor finding the desired information quickly and efficiently. The last thing we want to see is visitors leaving because they can’t find what they are looking for.
To achieve this, in most cases we follow the existing website navigation structure.
If the site sells clothing, we’ll send traffic searching for blue jeans to the relevant section containing blue jeans.
If the site is promoting legal services, we’ll send traffic searching for information on how to claim for an industrial accident to the accident at work page.