PPC campaigns that click
The internet will overtake television as the biggest advertising medium in Britain this year, boasting over 19% of total ad spend, according to analysis firm Enders. Their report says Google will remain the biggest beneficiary of the growth in search advertising and predicted it will take 80% of UK spend, up from 78% in 2007.
It’s easy to understand why the medium is so popular. The old ‘ad adage’ goes, “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” Well, with online ads you do know, and what’s more with the pay-per-click model you only pay for the ads that generate an actual click through..
A properly managed pay-per-click campaign can get tremendous results. One of our clients was spending around £1,500 pcm on a telemarketing campaign that gave them on average three new prospect appointments each month. We achieved equivalent results with a monthly budget of just £30 – that’s a 50x lower acquisition cost plus the quality of the leads were significantly higher.
A pay-per-click campaign can be quick to set up and, once running, it is infinitely manageable. However, for all its strengths, online advertising’s extreme flexibility can give people headaches – especially those who don’t have much experience of managing online campaigns.
One of the potential traps with pay per click is the temptation to simply increase spend to continue to achieve results when it would be better and cheaper to optimise the campaign. There are many ways to do this.
Choosing the right keywords is the place to start and it is essential that any online marketing campaign is underpinned by a solid piece of research. There is no substitute for getting to know your customers to understand the language they use to describe your products or services but this then has to be used in effective research using online tools. You may well need to use an agency or SEO expert to help you do this.
Next you need to group your keywords so that you can write ad copy to target each group. Ideally you will also create specific landing pages for each group or ad.. The landing page should make it easy for your prospect to find more information about the product they are searching for, and to take the next steps. Your ad copy might only be a few words of text, but it can take considerable time to get this right.
There are other ways you can optimise your campaigns, such as targeting users by the sites that your ads appear on, and by geographical location. Increased targeting can help improve results – that is, increasing the number of clicks you get from the right kind of prospects.
If you’ve never tried online advertising, or have tried it but you haven’t got the results that you wanted, call MAXX Digital on 01635 521224 and we’ll ensure your campaigns click.
Call us now to discuss your needs.
MAXX Digital — We're not afraid to turn tides for your business
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