Google AdWords / PPC
KPI boost client’s profiles by using specialised Pay Per Click (PPC) marketing techniques on a number of PPC channels like Google AdWords. We pay for access to specialised software so we can offer you the most thorough research, the most precisely written adverts and the most cost-effective marketing for your business. We establish and maintain clients’ PPC campaigns through a number of different stages and techniques:
Keyword Research
As an Internet marketing agency KPI know a thing or two about consumer behaviour online. We only begin creating or amending clients’ PPC campaigns after carrying out comprehensive research into which key words should be targeted, for which we use our expertise and specialist paid-for tools.
Our services include giving clients an insight into what key search terms their websites are currently being found for. We assess how successful these current keywords are at generating visitors to your site, and more importantly, how successful they are at creating ‘conversions’, a measure of business set by you (for example, online sales or requests for a quotation).
Our research then extends into possible future search terms. We look at alternative phrases and words associated with your business and gain a huge amount of data on these, concerning how popular they are (the number of clicks), how many other websites are targeting these words (the competition), and how successful the phrases are at generating conversions, amongst others. This will allow us to help you create an effective strategy of where to target your marketing campaign. Occasionally we may spot a relevant and popular search term which your competitors haven’t seen; a keyword with little competition yet offering huge potential in regard to conversions.
We at KPI understand that the best search words and phrases to target are not always the ones receiving the most traffic. For example, if you own an e-marketing site for Gucci shoes, “Gucci shoes” may surprisingly not be the best phrase to target in your PPC advertising campaign. We know that this will attract a huge percentage of visitors who are just browsing with no intention of making a purchase, which proves expensive to owners of PPC campaigns. It may be more cost-effective to target a long tail keyword like “Cheap red Gucci shoes size 6”, as these are the visitors who are being specific enough that they are likely to make a purchase.
We will also look at negative terms. These are words associated (possibly just linguistically) with your business name, product, service or industry, which you will not want to receive visitors for. For example, if you are selling those genuine designer shoes, you will probably not want to pay for clicks generated by people who have searched “cheap fake Gucci shoes” Therefore, “fake” would be listed as a negative term and your ad will not appear in results for those searches. Similarly, if you are looking to gain business from your adverts for a construction agency in London you may want to list “jobs” and “careers” as negative terms, to avoid showing up in searches by people looking for construction employment opportunities.
These are merely examples and KPI will look at your business on an individual basis, tailoring your campaign to suit your customers. Due to the nature of PPC campaigns, the words and phrases which your advert targets must not be concerned merely with website traffic, but with conversions. This is why it makes sense to put your Pay Per Click campaign in the hands of the experts at KPI; we have the knowledge and tools to carry out the thorough research required for your business.
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Structuring Accounts, Creating Ads and Bid Management
KPI structure PPC accounts and social media on a multi-channel basis.
We will focus on not one but a number of outlets, including PPC by Google AdWords, Microsoft adCentre and Yahoo Advertising Solutions, and social media management on Facebook, LinkedIn, YouTube, as well as advising on your Twitter profile. Each of these outlets may or may not be effective for your business, but by discussing possibilities with you we will gain an understanding of how best to market your products and/or services.
If you decide to run Pay Per Click adverts we carry out your bid management for you. PPC works by offering advertising for each search term at a fluctuating price. We constantly monitor bidding prices; balancing the prospective value of keywords to their PPC prices and finding the most cost-effective marketing strategy for you.
With your targeted keywords in mind we write your advert copy to generate the maximum number of relevant clicks. We may implement techniques such as including a call-to-action or your unique selling point where and when necessary. We don’t just guide everyone to your home page; we will link to the most relevant areas of your site on each advert, so potential customers aren’t put off by having to find their way through your site to the page they want.
We understand that your business may be seasonally influenced so we often write seasonal adverts and can suggest when to start, stop and pause them at different times of the year, and manage this for you with your agreement. Perhaps you are a luxury summer holiday company who wants to run a heavy PPC campaign early in the New Year; whatever your business, KPI understand your individual seasonal requirements.
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On-Page Site Development
There is little point in working on building an effective PPC advertising campaign if your on-page content is tired, broken or uninspired. KPI’s dedicated copywriting team can write interesting SEO friendly page content for your landing pages, whether or not you are running a PPC campaign. KPI will improve the effectiveness of your PPC campaign by editing or uploading page content which in turn will also improve your rankings in the organic search results.
Website design also plays a large part in achieving conversions once visitors are active on your website, so we have in-house website design specialists who can advise and make amendments on your website.
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Client Reports
We develop, manage and monitor your PPC campaigns, but also report back to you regularly to let you know how everything is going. At KPI we don’t take over your accounts and leave you in the dark; we understand that you will want to know exactly how your PPC accounts are running and how your money is being spent. We will work alongside you to make your campaigns a success. After all, you know your business better than anyone.
We compile Client Metrics reports for you on a regular basis, which compile statistics detailing how your campaigns are developing. We analyse huge spreadsheets of figures to include the data which really matters to you; the amount of clicks, the cost of these clicks, the number of conversions (sales) and the cost per conversion. You will be able to clearly see in your client report exactly how effectively we are managing your PPC accounts, and we will constantly be monitoring and making adjustments to improve our future direction.
We also compare this data to how your PPC accounts were being run before our assistance, if you had an account beforehand. Every area of our work at KPI is open for your analysis. A recent customer of our Google AdWords PPC management services was delighted to find that we had quadrupled their campaign performance within a month of them enlisting our services. We dramatically reduced the amount they were paying for each click, slashed the cost-per-conversion and doubled their number of conversions.
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Choose KPI to build and manage your PPC accounts and we will work to develop keyword research, structure and manage your accounts, develop your on-site content and feed our work back to you with regular reports. There are an increasing number of poorly run PPC accounts out there and we want to help. We want to use our expert knowledge to reduce the money which is being wasted on a daily basis, as well as increasing the sales businesses are generating.
Whether you already have PPC accounts, or if your business is yet to venture into the complex but rewarding world of PPC, enlist the expert services of KPI today to see your online business rapidly increase.
To request more information on KPI’s PPC services click here.