14 Jul

Optimising your PPC Strategy beyond the initial click


Pay Per Click marketing is a popular way to use search engine advertising in order to generate traffic to your website, in fact, it’s one of the most commonly used and affordable methods of advertising online.

What exactly is PPC?

Essentially, Pay Per Click is a way of buying visits to your site rather than trying to attract traffic organically.  And, let’s face it, getting your site ranked on search engines like Google organically can take a lot of time, resources, and an in-depth knowledge of how websites are put together.

The concept is simple – rather than paying a fee to place your advert, every time someone clicks on your ad, you pay a small, pre-agreed fee to the search engine. Your PPC strategy can use a whole host of paid media platforms, including Google AdWords and Bing Ads, in order to reach out to a carefully targeted audience, build brand awareness, enhance revenue, and optimise campaign results.

In PPC, you can choose the keywords or phrases that you want your website to be associated with when a search is performed. By carefully selecting these keywords, you’ll be advertising to people who are already interested in what you have to offer. Once you’ve chosen your keywords and phrases, you’ll then need to select how much you’re willing to pay each time someone clicks on the search result.

PPC ads are typically listed at the top and right hand side of the results page, alongside organic search listings. When someone clicks on your ad, you’ll pay the current cost per click from your budget and, once your entire budget has been used, your ads won’t run until you’ve replenished your funds.


The Benefits of PPC

Pay Per Click advertising offers a whole host of benefits over generating organic traffic.

  • Speed to Market

Firstly, your ads will usually start popping up as quickly as just a few hours after the campaign has been set up, this allows you to start seeing immediate results. It’s worth noting, however, that as soon as you stop paying for your ads, they’ll stop showing as immediately as they appeared.

  • Reach

PPC ads send additional traffic to your website, which will expand your online visibility and help to establish your company as a leader within your industry or sector.

  • Highly targeted traffic

Because you can assign different ads to different keywords and phrases, your campaign can be highly targeted resulting in high quality traffic being driven to your site.

  • Test before you invest

PPC is a low risk way to test for key words, allowing you to determine whether or not a full site optimisation campaign is worth the investment.

  • Optimise ROI

With PPC, you only pay when one of your ads is clicked, making it easy to manage costs, track conversions, and determine your ROI.


But just because your Pay Per Click campaigns are getting plenty of clicks, doesn’t mean that these clicks are converting to end results. No matter how successful your campaign appears to be in terms of number of clicks, it’s what happens after the click that truly counts.

Here’s our guide to optimising your PPC strategy beyond the initial click…

Understand your aims

First up, if you want to ensure that your strategy is effective, before you launch your PPC campaing, you need to ensure that you fully understand your aims – what do you actually want to achieve from the campaign? Why are you setting it up in the first place? And we don’t just mean achieve loads  of clicks…they’re just the means to an end. What do you want your audience to do once they’ve clicked? What is the overarching purpose of the campaign? A form fill? A phone call? A purchase? Simply to communicate a key message to your potential audience? Once you fully understand your aim, you’ll be able to put together a strategy, a call to action and a customer journey that supports your objectives.

It’s about more than just top-level metrics

So you’ve implemented your PPC campaign and the results are looking great – you’ve managed to achieve high click-through rates and outstanding conversion rates, all for a low cost per click. What more could you want? Well the fact is that these metrics, as impressive as they may be, don’t tell the whole story.

After all, just because you’ve had hundreds or thousands of clicks on your site, doesn’t mean that any one has actually converted to a customer and bought your product.

This leads us nicely on to…

Ensure the customer journey is in place to back up your ads

Once your potential customers have clicked on your ads, its vital that everything is in place to make their conversion journey seamless and straightforward. The last thing you want is for your leads to be sent to an unresponsive website, get added to an email list that’s never actually used, or find that the product they are hoping to buy isn’t actually available.

To avoid these issues and optimise conversion rates, make sure that you define your user journey before your PPC strategy goes live, test the entire user experience, and understand the entire process behind converting prospective customer into secured revenue.

To ensure that the entire journey is optimised, it’s important to consider the following for each type of Call to Action:

  • Call to Action: Phone Call – Who’s going to answer the phone? Will they be equipped with the necessary knowledge and skills to move the lead onto the next stage of the journey? Do you have enough call handlers to manage a potential influx in calls as a result o the campaign, without an increase in wait times?


  • Call to Action: Form Fill – Is there an established and tested drip campaign that is ready to nurture your leads into customers? How long, on average, does it take to convert a new lead into a revenue?


  • Call to Action: Purchase – Is the product you’re promoting actually available? Has the website been tested to ensure a simple, straightforward, and positive user experience? Is every aspect of the site UX optimised? Is there a remarketing tag in place that will allow you to recapture a lead who abandons their cart? Do you have an ad campaign in place to engage with and retain the customer after the initial sale?


Here at Digital Ethos, we specialise in creating effective digital marketing campaigns that not only inspire action, but also achieve optimum results. If you have any questions about how we can help you to drive your start up business forward in the digital world, please do not hesitate to get in touch.

Our friendly and helpful team is on hand to answer any of your questions and we always go that extra mile to deliver digital marketing solutions that meet your objectives and requirements. We are a growing PPC Agency in Leicester with clients all over the UK.



13 Jul

What are the main reasons PPC campaigns can fail?


why do PPC campaigns fail?

As technology continues to advance at an unprecedented rate, more businesses than ever before are recognising the many benefits that come hand in hand with launching highly targeted PPC advertising campaigns.


And, with the ability to connect and engage with mass audiences in all corners of the globe, it’s no surprise that many social media experts now consider internet marketing to be one of the most effective and powerful advertising platforms, especially when it comes to optimising brand awareness.


Many brands around the world are already using PPC programs to maximize conversation rates, increase engagement and boost sales.


But what is PPC?


PPC stands for ‘pay-per-click’ and is an Internet marketing strategy whereby advertisers pay a fee each time somebody clicks on their ad. Many marketing experts look at this tactic as a way of buying customers to visit your site rather than attracting them organically.


One of the most popular forms of PPH is search engine advertising, which allows businesses to utilise social media platforms such as Instagram and Facebook to initiate highly targeted ad placement.


Why do PPC campaigns fail?


Like any online marketing strategy, you are not guaranteed to achieve results whilst using this tactic, and it would be foolhardy to think other wise.


There are a number of reasons why PPC programs fail. However, the key to preventing these programs from failing is to understand the components that can result in a guaranteed failed PPC program.


Here are just some of the reasons why PPC programs can fail…


Bad Ad copy


As well as your PPC campaign having a good structure, it’s also important that the ad copy is effective, engaging, and impactful.


Your copy should have a clear purpose, clearly outline what you are offering, have a clear call to action, and explain why your target market should invest further in your brand.


So many businesses don’t take the time to finely tune their ad content and as a direct result, they often fall at the first hurdle when it comes to initiating their PPC campaign.


With this in mind, you should invest the time and effort into perfecting the right content based on your business objectives.



Avoid putting too many options on your landing page


When it comes to optimising the success of your PPC campaign, it’s vital that you recognise the importance of getting your landing page right.


This is because landing pages are crucial to PPC success. This is because one of the main purposes of any landing page is to maximise conversion rates. Once your target audience has clicked on your ad, the aim is to encourage them to take the next step once they land on your website, whether that’s buying your product, requesting a quote or giving you a call.


With this in mind, your landing page should not only be highly focused but you should also avoid over-populating it with too much content. An over crowded or confusing landing page can actually deter visitors from engaging with the content on your website if there are too many options.


Instead, there should be easily to navigate and contain clear calls to action, which should be highly visible to your customer. This is crucial if you stand any chance of optimising the success of your PPC campaign.


As a general rule of thumb, your landing page should include download options, a contact form and your phone number and email address should be clearly visible at all times.


Keep the content on the landing page to a minimum and ensure that the content you do include is clear, concise and effective. So many PPC campaigns fail at the final hurdle, so to avoid disappointment in the early stages of your campaign, it’s crucial that you nail your landing page.



Don’t neglect your PPC account


Another reason why so many PPC programs fail is due to neglect. After all, when it comes to maximising the success of a PPC campaign, you are never going to achieve great results unless you’re willing and able to experiment with different strategies, play around with new tactics and take some risks!


This involves taking the time to monitor your PPC campaign closely in order to determine what works and what doesn’t. The majority of PPC programs require careful monitoring on a daily or even hourly basis, especially if you stand any chance of taking your marketing program onto the next level.


Conversion tracking is equally important, as this will allow you to amend your campaign in order to yield a highly return on investment.



Recognise the importance of sitelinks



A common misconception is that sitelinks are not important, when in fact, they are one of the key components of any PPC account or campaign. So, don’t be fooled into thinking otherwise!


Sitelinks are an effective way of adding additional links to your ad by directing your visitors to other relevant sources of information.


Despite playing a crucial role in any PPC campaign, many businesses believe that they are not necessary and ask for them not to be included in their PPC campaign. Other reasons why people don’t feel they need them is because their competitors are not using them and that they don’t want to draw too much attention to their advertisement.




Avoid using the wrong metrics



With so many businesses employing different PPC strategies, it’s very easy to use the wrong metrics when it comes to managing your campaign.


For example, it was recently brought to light that having a high quality score will help you to save money due to lower costs per click! However, there are a number of case studies, which have proven that this is not the case at all.


After all, if you employ the relevant keywords to effectively trigger relevant ads, then your Quality Score will take care of itself.


Instead, you should focus on reaping the benefits that come hand in hand with more relevant metrics that will have a positive impact on your PPC campaign.


It can be easy to become fixated on a certain metric based on what your competitors are doing! But remember every business is different and it’s certainly not a case of one-size fits all when it comes to running a successful PPC campaign.


And remember, PPC is not for every business, which is why you have not been able to achieve optimum results or you have noticed that your campaign has continued to fail.


Lack of goals


When it comes to running a successful PPC campaign, it certainly pays to have a vision and a set of goals that you want to achieve. Setting goals is a core component of any marketing plan. After all, if you fail to plan, you plan to fail!


When it comes to managing your PPC campaign or account, it’s certainly worthwhile hiring a professional to employ highly effective and profitable online marketing strategies that will help you to achieve your business objectives!


There are a wide range of online marketing experts dotted in and around the UK that are perfectly equipped with the knowledge, skills and expertise to help you to achieve the very best results in line with your goals and targets.

If you would like to no more or arrange for a free PPC campaign audit please get in touch with the team today.

Call us now on 0333 772 0189 or request a call back from one of our consultants.