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Everything You Need To Know About
online strategy
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Directing Your Market Towards Goal Fulfillment
digital strategy
Pay-Per-Click is a model of advertising where you pay each time your ad is clicked, rather than earning clicks organically. 

Online marketing is more effective and efficient when your marketing strategies are  targeted towards the right audience. With Google Ads and pay-per-click marketing, you can easily segment your market and directly target and optimise your paid ad campaigns. 

The numbers show the efficiency of PPC in online marketing campaigns.

Check out the stats:
  •  50% of search users who click on a PPC ad are more likely to  make a purchase than users who click on an organic result. 
  •  Text ads remain the top choice for being the most effective  PPC channel for businesses.
  •  PPC can help boost brand awareness by 80%.
  •  53% of clicks on paid ads come from mobile devices.
  •  60% of advertisers spend more on text ads and mobile ads.
We give you the power to control your traffic and reach audiences at the right touch  points. In this guide, you will learn how we maximize your PPC campaigns to bring in new leads, increase conversion rates, and drive more ROI to your business.
PPC Management
Proper campaign set up is crucial. Let’s go through the process below:

Campaign Goals
It's very important that we start the campaign by getting insights about your goals.

Questions we ask include:
  •  How will we know the campaign was successful?
  •  Do you want to build brand awareness?
  •  Do you want to increase traffic to the website?
  •  Do you want to increase sales?
  •  Do you want to increase leads?
Asking these questions will give the foundation to build a successful PPC  campaign.

Research & Analysis
Keyword research:  To target the right audience, we choose keywords that users are likely to include in their  queries when searching for your products and services. It’s a time consuming exercise, but absolutely necessary for a successful PPC campaign. While keyword research is one of the starting points for any campaign, it's a process that we revisit regularly to yield the best possible results for our clients. 

Competitor & industry analysis:  By completing a competitor and industry analysis, we can determine how your business  stacks up against the competition. We will be looking at the following aspects: 
  •  Who is dominating the ad space? Why?
  •  Where can we improve on what your competitors are doing?
  •  What strategies are they using?
This process allows us to identify threats that need to be addressed and opportunities we  can take advantage of.
Ad Copy Optimisation
The next step is creating and optimising the copy to be used for the campaign. During  this process, we utilise the keywords we identified and create various permutations of the same ad. 

This allows us to test various ads against each other to determine which yields the best  ROI. Ad Copy Optimisation never ends as audience and industry trends keep changing.
Landing Page Optimisation
Your landing page may either be an existing page on your website, or a dedicated  landing page with content tailored towards a specific promotion you are running. 

We optimise the content based on what part of the marketing funnel your target  audience is in, keeping your campaign goals in mind every step of the way. 

Landing page optimisation includes both design and copy creation to ensure  consistency between your website, brand message, and ad copy.
Bidding Management
Managing and monitoring bids is essential to maintaining a healthy PPC campaign. We  follow a methodology in order to define bidding strategies for our clients. 

The bidding strategy is largely determined by the goal of the campaign, as each goal  requires a different bidding strategy.

Important considerations:
  •  Recommended budget for the entire campaign
  •  Cost per click (CPC) of each PPC ad
  •  Estimated gains from the ad campaign
Campaign Tracking & Reporting
We monitor and track campaigns continuously to gain insights on how our strategies  are performing. 

We use the following as a base: 
  •  Overall number of clicks & CTR (click through rate), which tells you how effective  your copy is. 
  •  Bounce rate and time spent on the landing page - both indicators of how  effective your engagement and call to action is.
  •  Goal conversions, whether it is a sign-up, a download, or a purchase.
  •  Return on investment, which shows how much revenue was generated from the  PPC ad campaign.
All the above metrics form part of our monthly reporting to clients.
Funnel Optimisation
Using the funnel method to drive search engine users towards your desired goal is one of  the most efficient marketing methods today. This strategy is effective in driving visitors and directing traffic where you need it to go, when your audience is ready to move forward. 

This four-step process includes the following:

Our keyword selection process involves looking at keyword competition, popularity  among your target audience, and contextual relevance to your brand. 

It’s important to know where to place your ads to reach the widest audience possible.  We look for space on websites belonging to online influencers, industry leaders, and high-traffic, high-authority pages. 

In this step, we will help you develop PPC marketing collateral based on your target  audience’s interests and position in the marketing funnel. The conversion goals set for each market category will differ based on the funnel stage. 

This method lets you trail and target previous site visitors who have exited your page  without fulfilling a goal conversion. It will be discussed in detail further down the page.
Ad Group Segmentation
Reaching out to specific niche markets effectively through PPC requires carefully  planned targeted marketing. This is best achieved through a combination of keywordbased and profile-based ad group segmentation. 

Keyword research is described comprehensively in our other Keyword Research Guide

Profile segmentation, on the other hand, is a process that involves the following:

1. Selecting Profile Parameters
The first step is identifying the possible ad groups we can create. For example,  we can group your target audience based on their needs and interests, their location, their culture, or traffic source, among others. 

2 . Finding Viable Custom Segments 
Sticking to the basic marketing group (one based on their product/service  interest) and on demographics as our only profile parameters will cause us to hit major challenges in terms of competition. We drill down into your audience’s behavior by studying Analytics data and analysing your audience’s behavior. 

Information such as which page converts the most or which pages your visitors  go to before completing a conversion goal allows us to group your audience accordingly and create targeted campaigns to lead them across their standard purchasing habits faster and more efficiently. 

3 . Lead Scoring 
To achieve the highest ROI for your budget, we follow a process of scoring  your ad group segments. The scores are based on a combination of explicit 
factors (demographics, click rates and CPCs from past campaigns, and other  quantifiable data) and implicit factors (conversion history, purchase history, sales-readiness, data quality, and sentiment marketing efficiency).
Remarketing may be done as part of a funnel strategy or as a standalone marketing  strategy to control and direct traffic accordingly. It is one of the most effective strategies at funneling and directing traffic, as it promotes brand recall each time your visitors see your ad. Remarketing also leads your audience back to your site when they are ready to complete a conversion goal.

We use the following remarketing methodology:

In all of the pay-per-click campaigns, it’s important to segment your audience to reach the  most relevant people with appropriate retargeting ads. We segment your audience based on the pages of your site abandoned, such as a specific product page. 

As retargeting ads are not plain text ads and can be designed, we modify the look and feel  to represent your brand more accurately. Keeping the message direct and urgent, making the layout clean, and ensuring the call to action stands out immediately are important parts of the process. 

We keep your message in line with your conversion goals. We recommend offering  promos, free downloads, packages, and new services, and highlight your unique selling points in the copy. 

If your landing page is an existing page on your website, we make sure it is well-optimised  for both search engines and for visitors. If we find your pages unable to convert, you may need better copy, visuals, and stronger calls to action. 
PPC marketing is tangible and 100% data-driven. It is the fastest method to grow your  customer base or gain leads. Once set up it can easily be scaled much faster than any other form of advertising, or reduced down quickly, keeping you in control.

Building a business around a Pay-Per-Click marketing campaign is far more reliable and predictable than anything else, natural rankings etc. can come and go, but a well managed PPC campaign will always get results.
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PPC Small Package
For campaigns with small (£1,000 - £2,999) monthly ad spend budget. Includes Google Search Network and/or Bing.
PPC Medium Package
For campaigns with medium (£3,000 - £4,999) / monthly budget. With an option to include Search Network Campaign, Display Network / Remarketing, Facebook, and Gmail.
PPC Large Package
For campaigns with large (£5,001 - £10,000) / monthly budget. With an option to include Search Network Campaign, Display Network / Remarketing, Facebook, and Gmail.
ppc management
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- Tarquin