Make your PPC Perform
If you’re not seeing ROI on your PPC campaigns – why not talk to us?
At Ingenuity Digital we have an extensive portfolio of successful international PPC campaigns and have a history of really making budgets perform.
PPC isn’t about pushing your entire budget into bidding for headline search phrases, where clicks are expensive, the competition is high and the conversion rate is low. Instead, your PPC campaign should be a finely balanced machine, which capitalises on the best aspects of the different paid channels:
Search Marketing
Search marketing is often seen as the traditional paid channel and we’re all familiar with the ads at the top and on the right-hand side of the Google SERP. Those in digital marketing will be used to bidding for the search phrases that they want to be found for. But you should always remember that the quality score Google assigns your site, based on multiple factors, especially ad relevancy and click through rate (CTR %), has a massive impact on where you rank.
Bid x Quality Score = Ranking
Bidding on long-tail phrases that really match what your site offers will target visitors further down their buying journey. Generally this means a lower cost/click, a higher conversion rate and a lower cost/acquisition.
Display Marketing
Display marketing uses several different methods of targeting – contextual, placement targeting, interest, topic and geographic targeting. Ads are generally placed on sites relevant to your offerings. Think of it this way, if you were a fashion label, wouldn’t your ads look good on the side of a high-end magazine style section.
Display marketing done well means that your ads get straight to your target market, which should increase your traffic nicely. And if you’re having problems finding the right site’s for placement, Google has a portfolio that you can browse.
Re-Marketing
Relatively new, but considered one of the deadliest weapons in the PPC armoury, re-marketing is proven to be the best converting behind branded search.
This mode uses similar sites to the display network to give your site another chance at those visitors who didn’t convert the first time.
How it works:
Once a visitor gets close to the buying stage, such as viewing a product, the site tags them and bespoke ads follow them throughout their surfing.
If they click back through, you have the ability to drive traffic further into the site, to the products that they were originally viewing.
This shortens the user journey, and makes it easier for visitors to purchase the product that originally tempted them.
Roundup
Here’s just a brief introduction to three of the places that you can spread your PPC budget and make it perform. If relevant to your product base – Search Marketing, Display Marketing and Re-marketing can offer you multiple ways to target consumers.
However, this is by no means the extent of our PPC expertise and if you really want to improve your PPC performance, please give us a call 0845 555 5042 or come and see us at Heron Tower.