Pay Per Click Advertising
In the right hands, Pay Per Click Advertising can be an extremely powerful marketing channel for a business. You have the ability to target potential customers at the precise moment in which they are actively showing an interest in your products or services. Pay Per Click Advertising can also be an excellent source of marketing data e.g. providing insight into which creative messaging works best with your target audience.
My Approach to Pay Per Click Advertising
My approach to paid search is condensed into 3 simple proven steps; testing, analysing, optimising. I then repeat this process, again and again until I receive the desired outcome for my clients. There’s no secret tools or technology that I use to deliver success in paid search. It all comes down to a solid strategy and account structure, constant analysis, using best practice and excellent client communication.
Key Performance Indicators (KPIs)
I work with my clients to establish which KPIs to measure against, sounds straight forward but it’s different for every business. The search marketing industry is notorious for using a large number of acronyms which can be confusing for marketeers and for people not familiar with the industry. I’ll cut through the jargon and communicate the campaign’s KPIs to ensure all the key stakeholders are on the same page.
Account Structure and Implementation
You may be wondering what constitutes the perfect PPC campaign structure or be trying to visualise what this structure may look like. The truth is, the perfect account structure does not exist, there will always be pros and cons to each option. Ultimately, the account structure and organisation that you choose, will affect your quality score with the Search Engines and dictate the performance of your account.
The key to success, is to define the account structure that’s right for your business. With my knowledge and experience I can guide your business through this stage of setting up a successful PPC campaign structure.
Comprehensive Research and Planning
It’s a big responsibility to manage a client’s PPC budget and campaign, so it’s vital that I completely immerse myself in the client’s business. For me, the most effective way to do this is to speak directly to key personnel involved in the company’s day to day operations. Sending a list of questions to the client and expecting to gain a solid understanding of their business off the back of this, isn’t realistic.
Once I have completed the initial phase of Comprehensive Research and Planning, I turn my focus to the following key areas of a PPC campaign:
- Locations and Languages
- Networks and Devices
- Keyword Selection and Mapping
- Budget Recommendations
- Landing Pages
- Bidding Strategy
Here’s what you can expect from me managing your PPC account.
- Proactive – Constantly questioning and looking for new opportunities to deliver better results.
- Industry Trends – Keeping up to date with the latest trends and development within the Paid Search Industry. I invest in my own personal development by attending industry conferences, webiners and round tables.
- Always Testing – This is essential to developing and expanding a PPC campaign overtime.
- Data Driven – PPC is one of the most accountable marketing channels available to a business. I’m a huge advocate of using data to inform future strategies and business decisions.
- Excellent Communication – The foundation of any successful relationship, is excellent communication.
- ROAS (Return on Advertising Spend) – I will deliver a return on your advertising spend.
Tracking and Reporting
I use a number of methods and applications to report back on a campaign’s performance. Reporting data, information and how reports are presented, is tailored to the individual receiving the reports. For example; a CEO may only want to see the headline figures of the campaign such as; spend, clicks and number of conversions. They may want to see this on a daily basis in conjunction with other digital marketing channels. Therefore, an online dashboard may be more beneficial and suitable to their requirements.
Where as a Marketing Manager may require more detailed visibility on KPIs such as; the average CPC, conversion rate, best performing ad-copy, top performing landing pages. They may want to see this level of detail on a weekly basis, so this data and information may be best presented in a more detailed report.
Reporting ultimately has to be useful and insightful to the individual receiving the report. One size certainly does not fit all. I leverage the experience I have gained working with large and small businesses over the years, to ensure reports are completely tailored to the business and individual receiving them.