PPC (Pay Per Click) and Facebook ads
Online advertising through Google AdWords and Facebook ads is an effective way to raise your profile and generate new leads. Our approach is very hands-on in order to optimise the budget. We focus on Facebook and Google but may at times use Bing as well.
THE PROCESS IN DETAIL
The first step is to set up the campaigns, including remarketing, with various ad groups and to create any corresponding landing pages on your website. We research the keywords in a similar way to SEO, considering relevance (what you offer), competition (who else is bidding for these terms and how strong are they) and popularity (how often a term is searched), as well as the bid price. We will check these target keywords with you before launching the campaigns.
Facebook is excellent for very precise targeting by demographics and interests, even down to which smartphones people are using, if they’re commuters or if they’re on holiday!
Until a campaign is up and running it’s impossible to know what the best bid prices are, so we start with a test budget and keep a close eye on it for the first few weeks while it beds in. The test budget would be reviewed after one month when a recommendation for ongoing budget will be provided. After the initial month, we manually adjust the bids and ad groups 1-2 times per week to make sure the budget is optimised and can react to new opportunities (e.g. recent press promts people to increase searches on a topic) or threats from other bidders who may have increased their budget.
For ecommerce websites, we set up product feeds which allow your items to be featured on Google’s Shopping tab.
At the end of each month we send a report on the activity with an overview of the results. We will provide a monthly report covering impressions, clicks, average cost-per-click, click through rate, average position, conversions and total cost. This will be broken out by country if more than one country is targeted.
Conversions tracked through the campaigns can include filling in contact forms and ringing a phone number (on a smartphone) directly from the website. We can’t directly track if somebody visits the website and then uses a different phone to call. We ask you to record all incoming enquiries and where they have come from and report that back to us to integrate into our figures. The more accurate these records are, the more effective reporting we can offer.
PPC provides the leads which will fill the top of the funnel in your sales process. If there are any particular criteria for qualifying the leads, please let us know and we will see if we can tailor the PPC accordingly, e.g. by using a questionnaire on the landing page. However, it is unrealistic for PPC to provide qualified leads only – some will still need to be filtered out in your sales process.