Cost Per Click Advertising (CPC) supports Search Engine Optimisation (SEO) by providing control for your Search Marketing Campaign. Cost Per Click Advertising tools such as Google Adwords drive highly targeted traffic to specific landing pages within your website increasing the potential conversation into a valuable transaction.
Google AdWords
Visitors attracted to your site via Google AdWords are twice as likely to make a sale or enquiry, than visitors obtained via natural search listings.
Highly targeted advertising and the ease of running a campaign are key to AdWords phenomenal success. An AdWords campaign can be up and running in just ten minutes, allowing you to put targeting advertising in front of potential customers quickly and easily.
Don’t get burnt
Despite the simplicity of creating a campaign, there is a science to running it well. Many companies have invested heavily in a poorly structured campaign – spending a great deal of money for very little return. A well structured and considered campaign can reap considerable rewards.
Beginners luck
Google uses a formula known as Quality Score (QS) to determine when your advert should appear according to which words have been searched. Many factors are used to determine your QS, but one of the more important is the historical performance of your website using these keywords. As there is none of this historical data to begin with, Google gives new adverts a boost. This means that initially you will enjoy a high position for a reasonable cost, but this position will fall as your costs increase over time.
Quality Score
Google’s QS is calculated using a variety of different criteria including the quality of your advert, landing page and the historical performance of your campaigns.
A quality advert should describe the product/service you provide, contain relevant keywords and attract a high Click Through Rate (% of people viewing and then clicking on your advert).
A well ranked landing page will again describe the product or service you provide and contain relevant keywords. The structure of the page and where keywords appear are all factors that will improve the quality of your landing page. Historical data is the key to achieving a strong QS. If you have performed well in the past Google looks for you to perform well in the future. A surefooted start is critical, as early mistakes can prove costly to repair.
Your QS is reviewed periodically by Google and therefore improvements to each element can be seen throughout the campaign.
Managed campaigns
StrawberryDigital is East Yorkshire’s leading AdWords agency, and can provide practical advice including a bespoke report highlighting areas for improvement. Our free report will provide you with an initial indication of your company's requirements with no obligation. We can also provide a detailed proposal including strategy and tactics to use before you decide on the plan of action you wish to take.
Complete solution
StrawberryDigital believes that AdWords should be just one element of an overall internet marketing strategy that is closely integrated with offline activities. As such we will always look at the bigger picture, discussing potential opportunities and alternative solutions providing an on and offline service as required.