Google AdWords advertising

Pay Per Click (PPC) search engine advertising is a performance-based form of search engine marketing.

Your ranking on a search engine results page is determined by your bid amount, or the price you are willing to pay for a visitor to your website.

This means that you can be promoting your website on page 1 of Google within days.

You are charged only when a searcher clicks on the search listing or text ad that is displayed on the search listings results page.

It can be very effective method of increasing Website traffic, either when used in support of normal Search Engine Optimisation or when used to promote specific products or services that may be seasonal in their appeal.

With PPC, text ads are displayed on search engine results pages whenever a specific phrase is entered by the person browsing. A fee is paid by you only when this browser clicks on the advert and is sent to your own website.

Compared to Search Engine Optimisation alone, pay per click does have some particular advantages:

• You can directly impact where your advert appears on the page - rankings are controlled by the amount you are willing to pay
• It has a fast implementation time - you can have your text ads promoting your business in as little as 24 hours whereas organic Search Engine Optimisation may take many months to become fully effective
• The cost is directly controllable - you pay only for the number of clicks or visitors that click on your text ad and come to your website.
• The implementation is straightforward – there is no need to worry about the complexities of website coding, content and link building which are required for organic Search Engine Optimisation.

What is my alternative?

There are many alternative providers of pay per click services, however in the UK Google AdWords is the dominant program with over 87% of the market. We will normally recommend just this approach to our clients.

How do I get started?

Google do say that anyone is capable of setting up and managing their own Google AdWords campaign, and they offer extensive online training to people to help.

However, it takes a lot of time and learning to achieve a even good level of ability such that you do not overpay for clicks or get inappropriate traffic that will never bring business but will absorb all your marketing budget.

WSI offer Google AdWords management services that cover the following area;

• AdWord keyphrase analysis - to determine the most relevant and cost effective keywords/ keyphrases for your adverts
• Text ad copy creation - we write the text ad used to promote your business for a given keyword/keyphrase. This is the ad that your visitors will see before they come to your website.
• Google account set-up - we set up your account with the text ads we have created and implement the budget and bidding guidelines that you have set for your campaign.
• Performance management - we will manage your campaign, which includes meeting your budget guidelines and managing the bidding process.
• Advice on and/or building of landing pages

We measure the performance of each PPC campaign that we manage so that your Return on Investment can be determined. Typically over an agreed period we will track and analyse the following performance data:

• The number of impressions (number of times your text ad was displayed)
• The number of clicks through (the number of people who clicked on your ad and came to your website, the percentage known as click-through-rate)
• The number of conversions (the number of people who met your goal such as ordering a product or visiting your contact us page) and the conversion rate
• The average rank of your text ad, the average cost per click and the total costs per text ad.

Throughout the campaign we continue to analyse the above data to ensure that the campaign meets your objectives. We implement any of your approved modifications to the campaign to ensure best performance.

How much should I spend?

Most of our customers set a limited budget, so when we manage PPC campaigns we concentrate getting the most clicks for the budget, not solely on buying the top position on the page at any cost.

We usually recommend an initial budget of between £5 and £10 per day. This will provide a level of traffic that is affordable and can be used to refine the campaign.

When you think that the level of leads being generated for your investment is acceptable, then we will advise you if you need to increase that budget to capture all the potential visitors Google could send you.

Pay Per Click advertising is most successful when used as part of an integrated Internet Marketing System – so be wary of spending lots of money on PPC adverts which may attract visitors to a website that has a poor conversion rate!

Call us now to get started
on 01905 758 038