WHAT ARE THE BENEFITS OF PPC?
The benefits of PPC is that it offers instant visibility in search engine results pages (SERPs). PPC looks at keyword research which is often carried out as part of an SEO audit and aims to either ‘fill the gaps’ that SEO has for select keywords or help to create ownership of a brand or generic term in SERPs.
HOW DO YOU ENSURE EFFECTIVE PPC?
PPC should be updated regularly from both a copywriting and targeting perspective. We run a tight ship when it comes to updating your copy to reflect the latest promotions and regularly review new audiences based on analytics data to get the best value. For example we will regularly review keyword opportunities, assess geographic skews and remove campaigns that cost a lot but deliver limited returns.
PPC is only useful if the correct tracking is in place so that we can establish where the lead came from and the the revenue generated from each campaign was. No two businesses are the same, a service business will have different tracking requirements to an ecommerce business and an ecommerce business will often have different revenue streams; for example a subscription model will require a different set up to a site that sells downloadable content.
We diligently set up the relevant tracking to enable the best insights to your business and how that attributes to sales. This is also important because in today’s omnichannel environment, most consumers don’t have a clean A-B journey to purchase. They may have viewed a Facebook advert, seen another one on instagram & clicked on that, talked to a friend, changed device, googled a product, read a review and then potentially looked at the different retailers selling that product to weigh up the best shipping costs. We try to analyse as much of this journey as possible to provide you with a clear picture of what works.
In conclusion, PPC can be a very effective way to generate leads and strengthen your presence on the internet. However, it can also be a quick way to spend a lot if you bid on the wrong terms, don’t apply the correct tags and don’t have a clear digital strategy. If you’re interested in what PPC can do for you or you simply want a second opinion about your current set up, please get in touch.