Pay Per Click Advertising (PPC)

Pay Per Click Advertising (PPC) is a great way to promote your website, offering instant results which are fully traceable and measurable. As with any marketing activity, it is vital that each campaign is targeted at the relevant international markets using the right keywords, selling messages and landing pages.

Pay Per Click Advertising is a very powerful tool and Metafocus can help you with every stage of the preparation, setup and management of your campaigns.

Keyword Analysis

In order to maximise your return on investment (ROI), a large list of long-tail keywords (multi-word search phrases) must be created from a list of seed words. This is far better than targeted the more generic terms as these are more competitive and therefore more expensive per click.

Grouping these keyphrases into logical and targeted Ad Groups helps to ensure that you have a good quality score for each phrase. A low quality score will increase the minimum bids on keywords, making the campaign more expensive.

Advert Writing

Each Ad Group must have its own adverts written specifically for the target keyword(s), again to maintain a good quality score and to improve the Click Through Rate (CTR). Wording and structure is key to writing good adverts; the local language and wording is vital, the target keyword should appear more than once in the copy and the advert overall should focus specifically on that keyword targeted to each international market.

Landing Pages

Each Ad Group should have its own, targeted landing page. This should be tailored to each product or market, using appropriate selling messages and language, targeting key messages and features of the subject matter.

Management

Once set up and running, the campaign needs to be monitored on a regular basis. The more competitive the market and the greater the daily budget, the more frequent this will need to be. The number of campaigns/ad groups running will also affect the amount of time required to manage the overall campaign.

Over time, keywords should be monitored and under-performing ones should be discarded, focusing the budget on the most relevant and effective words. Similarly, if the campaign is not performing as desired, suggestions must be made to the client as to how to improve the performance – this may be through increased budget, additional keyword/ad groups or new/improved landing pages.

If you’d like to learn more about how Pay Per Click Advertising could work for your business, or if you are already running PPC campaigns and want to make more out of them, give us a call on 0115 947 0011 or email us at info@metafocus.co.uk, we’d be delighted to hear from you.