PPC Pay Per Click Management
If you're spending too much on your PPC marketing then you need to make a change and start managing your PPC with White Hat.
Based in Sidcup & Maidstone Kent we are a South East based web business within easy access to London and only 22 minutes from London Bridge, easy to commute to and happy to meet at your offices to discuss progress and changes 'face to face' on a regular basis.
We have been managing pay per click campaigns for the past 4 years, ranging from Financial Services - which include foreign exchange and mortgage companies - to dating and retail. During this time we have built up a considerable amount of knowledge and experience in dealing with competitive industries and environments to get the best ROI on your PPC. We are managing client's PPC accounts ranging from £400 to £80,000 budgetary spend per month
The Steps We Take To Better Manage Your PPC
- Keyword Research
- Target Title
- Account Structure
- Advert Scheduling
- Identifying Target Audience
- Advert Design
- Specific Landing Pages
- Conversion Tracking
- Setting Budgets
- Content Network
Keyword research is extremely important at the start of any campaign. It is vital to conduct in depth research to get a great start to the new campaign - especially in the insurance sector or other highly competitive markets where the cost per click can be extremely expensive if judged incorrectly.
We advise on the type of phrases that will cost you less. These are cheaper than generic terms, yet can be extremely effective. It's all about driving target specific traffic to the site that actually want to buy your product and not just traffic volume that erodes your monthly spend. We carry out extensive testing before we launch a campaign to test the market and to ensure we can get the best return on your investment. This can only be done through a close relationship, both to make sure that everyone is informed every step of the way, and to measure advertising testing, which will be improving all the time. We will also look at broad and exact terms, competitive companies, and misspellings to give us the best chance of cheaper, quality visitors to the website that convert to a customer.
We would use another technique which incorporates several groups connected to one keyword. With the base keyword as a top line we can give more relevancies to the search. If you were, for example, searching for UK affordable life insurance, with the top line reading simply: life insurance the advert will still appear due to the top base line. This will give us increased visibility throughout Google to make sure we are the most visible company online.
One of the most important parts of the account set up is to make sure that each ad group is based around one keyword to increase relevancy within the account. This will also help decrease overall costs, as better structure or a structured account is seen to be more targeted by Google, so you get rewarded in the long term.
Through Google tools we can target your campaign to run during certain times of day or pause altogether depending on activity. This gives us the option to improve the campaign automatically at peak hours and decrease spending during low activity which can be vital in order to improve the overall ROI of the business through pay per click advertising.
Identifying Target Audience
Targeting the audience gives us a greater opportunity to control who sees our advert. We can target age or gender, for instance, through the content network or locality. To give you an example, when working with mortgages it became apparent that people prefer speaking to brokers in their local area, so we made several landing pages based on location to bring more trust to the website. This increased leads by 15%. The other benefit in targeting demographics or locations is that it can be a lot cheaper. Although being a narrowed search, it is a quality search. This just adds extra lead making opportunities at a lesser cost to the business.
Advert Design & Creation
It is not only important to have an appealing advert to increase CTR, but also to create a call to action for the searcher to make an enquiry. This can either be done through call to action terminology, or numbers and percentages which people can relate to. The more that we can relate or increase confidence in our service the more consumers will trust the site and fill out an enquiry form.Landing Pages
Creation of specific focused landing pages with call to action is one way to ensure a higher conversion from lead to sale.
It is important to add conversion tracking to the campaign, as this will determine how successful the campaign is, where the visitors have come from, and at what time visitors entered the site. What pages they visited while on the site is also important.
Daily and monthly budgets
Deciding daily and monthly budgets it is entirely up to you. It would be wrong of us to state that you need to spend x or y per month or day, even though many companies will do just this. It does make it easier to manage with an increased budget, but with ad scheduling, constant research into better, more pro-active keywords and most importantly, hard work, we believe that we can make it work for you.
Content network is another medium that we can target, to increase awareness on Google partner websites at a lower cost than search. Over time we will also be able to see where the advert is shown, and the cost each lead has been to obtain. We have always separated both mediums so that we can immediately compare how effective one is against the other.
We trust this gives you an outline of how we work and what we aim to achieve for you and the confidence we have in our experience and ability to produce the optimum results from your PPC Campaign.
We provide a free initial consultation and review of your PPC account to demonstrate our ability to improve performance, reduce your costs CPC [Cost per Click] and CPA [Cost per Acquisition of sale] and generally get optimum ROI [Return on Investment].
Why We Are Better
We offer a combination of services as a web design house with in-house copywriting, social media, web design, development skills we offer you a 'one stop shop' to better manage your PPC campaign from setting up your account, redesign and modification of your pages, creating of adverts, landing pages, content creation we offer you the total range of services in-house to best manage your PPC Campaign.
We have a sliding scale of management fees according to your monthly budget
|Monthly Budgets up to £1,000||15%|
|£1,000 to £5,000||12.5%|
|£5,001 to £10,000||10%|
|£10,001 to £20,000||7.5%|
If you would like to improve your PPC results please call 020 8300 6531 and speak to Keith or email your details for a free PPC analysis and consultation email@example.com