Pay Per Click (PPC) Advertising

Keyword research

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 at the start if judged incorrectly.

We advise initially looking at longer phrases. These are cheaper than really generic terms, yet can be extremely effective, creating the same effect as the generic keywords. Being a lead generation website is all about the numbers of visitors coming in – but they need to be high quality visitors. There will be an increased cost in the beginning due to substantial testing, but within two months we will see a decline in costs and increase in leads. This can only be done through hard work and 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.

Target Title

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 relevancy 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.

Account Structure

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.

Advert Scheduling

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.

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 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.

Conversion Tracking

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. In similar areas we have worked in the lowest budget has been £1500 a day, but it really depends how we target the advertising and where. The most important thing is that the budget must last all day, to make sure we can get you the best possible exposure whilst making sure it is high quality to achieve the best ROI available.

Content network

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.

Conclusion

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 affordable results.
Now the most important part – If you choose to work with us and we agree to work with you as we only offer this deal to clients who meet the criteria and have the resources to pay when the results are achieved.

Performance Results Based Package

We bear the costs of setting up the program and you only start paying a monthly management fee when we achieve the agreed desired results!
Advantages

* Nothing to Pay at set up, carry out detailed analysis with No Monthly Management fees
* You only pay our management fees when the desired agreed results are achieved
* As a Local Business we can meet ‘face to face’ at your offices or at ours

Disadvantages – None

With no management fees to pay and everything to gain we see this proposal is a ‘Win Win Situation’ and simply the best choice for the pro-active business entrepreneur who demands results and has the budget to reward the company that achieves them.

If you would like to discuss this further please contact us.