Pay Per Click (PPC) The Fundamentals

Here at SEO Liverpool we are always trying to implement successful PPC advertising campaigns. How successful can we be you ask? We regularly hit Click Through Ratio’s of 5 and 11 percent obviously dependant on keyword competition. Double-digit rates are common, even for most competitive of PPC campaigns. Return on investment of is our major selling point and primary aim. Depending on client average customer values it can easily hit 100% more often than not.

Always check out Google advice and Youtube videos for the free help and advice…. never refuse Google help when it’s offered and just keep A/B testing.

Most of the techniques I’m going to share are based on the science of PPC. Simplistic best practices for constructing campaigns, Understanding the data, and interpretations to improve results. The rest is creative! Writing and designing you adverts and landing pages. Best practices and guidelines have already been studied and reported for years, and various resource as mentioned above are available for free.

  • The basics are based around exceptional keyword research, account/campaign structure, ad writing and design, bidding strategy, landing page design, and conversion optimisation. Always try and pick up a few new tips from blogs and guidelines that are constantly evolving. I guarantee you will always discover activities you can improve on and ways of taking your campaign over the top.

To succeed with PPC advertising depends on the ability to make potential clients take action, based completly on a few well researched and timed keywords or phrases. You don’t have to understanding how a search algorithm works or use all the features of Google AdWords. (although all if not most are useful and they add more periodically).

  • The ability to write persuasive ad copy using just 130 characters is a big challenge. Especially if you’re up against significant competition. Your words must not only persuade; they must stand out from a page full of words all shouting for your customer’s attention. And after your words have convinced the searcher to click through to your site, it’s persuasive words (augmented by graphics) that convince the visitor to become a customer. The best of the best online marketers have been testing, and refining ad writing techniques for a years now so there are some excellent resources out there. Learn the science then work on your creativity.

If you need any help please contact Summit Online Marketing 07968 848 228 for more help and advice or wait for the next exciting instalment!

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