Pay Per Click
What is Pay Per Click Advertising?
This is when you pay search engines, such as Google or Yahoo, every time someone clicks through to your website from an advertisement, based upon keywords you have chosen. Provided you choose relevant keywords, this means you are only paying for visitors who are interested in whatever your website has to offer.
How Does it Work?
First you select which keywords you wish to attract visitors with. For example if you sell sports equipment you might target words such as “cricket bats.” Targeting specific phrases returns more targeted and cost effective results in words. Paying for the phrase “bats” could mean you pay for visitors who are really interested in nocturnal flying mammals rather than summer sports.
Having chosen the keywords you wish to target, you then decide how much you are prepared to pay for each visitor. This should be based on your product, competition, expected conversion rates and value of each customer. Remember to bear in mind the lifetime value of a new customer, not just the income from a one-off sale.
You then write an advertisement to appear on the search engine. This should be carefully worded to encourage people to click to your website, but also to deter unwanted traffic that you don’t want to pay for. Tiny changes in the headline and copy can produce huge results in terms of Click Through and Conversion Rates.
Finally you decide your budget. You can define how much you want to spend per day, week or month. Your advert will appear until your budget has been spent, then it will be removed until more funds are available.
Are There Any Issues to be Aware of?
Pay Per Click can be a very cost effective way of driving targeted traffic to your website. It can also be an expensive money-pit if it is not set up correctly and monitored very closely. Choosing keywords; selecting “broad”, “exact” or “negative” phrase matching, writing advert copy, monitoring position, costing the price per click, Click Through and Conversion Rate tracking all take time and expertise to ensure the maximum return of your investment.
And of course it’s all very well getting lots of new visitors to your website but you need to convert them to be spending customers not just visitors.
How Can WNW Design help?
As Accredited Google Professionals, we have the expertise and experience you need to make sure your company benefits from Pay Per Click advertising. Our search engine specialists will manage and monitor every step of your campaign from keyword selection to Conversion tracking, to ensure you get the best Return On Investment possible.
Our Service Includes:
- Extensive keyword research using advanced selection tools, to target your key phrases
- Cost Analysis (what competition do you have and how much should you pay per click.)
- Budget advice to ensure maximum coverage and avoid over expenditure Google and/or Overture account setup
- Creation of AdGroups to organise your keywords
- Writing two adverts for each AdGroup, consisting of copy, titles and descriptions, rotating the adverts allows us to split test to discover the most effective advert.
- Research negative keywords and add to each AdGroup to block unwanted phrases
- Install Conversion Tracking codes down to keyword level to monitor which adverts are making money
- Allocate daily budget for the campaign and maximum cost per click per AdGroup
- Monitoring of all keywords for optimal results
- Analysis and amendment of advertisement copy to increase "Click Through Rate " and minimise cost
- Check position of adverts, raise and lower bid as required Liase with Client as to potential new keyword opportunities
- Remove poorly performing keywords
- Verify that all links to your adverts return relevant results, usually by creating specifically designed “Landing Pages” where visitors will first arrive at your website
- Monthly report showing campaign performance
Please contact WNW Design for a no obligation quotation to find out more about how WNW Design can boost your visitor numbers. Call us now on 08456 58 83 10 or email info@wnwdesign.co.uk
