PAID SEARCH (PPC)
What is Paid Search?
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Otherwise known as search engine marketing or pay per click (PPC), paid search enables businesses to appear higher up search engine result pages (SERPs) for specific business related keywords, phrases or questions compared to organic results.
Used correctly, paid search can be very cost effective at driving more "high purchase intent” traffic to your website, raising awareness and building reputation over a given period.
How Paid Search Works
Essentially an auction - the search engine will check if a search keyword matches keywords that advertisers are bidding on. If so, the search engine will review the various elements including: specific keywords or phrases, budget, quality score of ad to determine where it will rank on the results page. To get the most from your paid search various components need to be determined and optimised - keywords, location, budget, ad copy & landing pages.
Benefits of Paid Search
It works fast - your ad will be seen almost immediately. It can get you on the first page of Google search for your keyword depending on your bid. It raises awareness and reputation of your brand as Google only shows those with a high quality score* so it must be reputable.
*Quality Score = measurement of how relevant the keyword is to ad copy, relevant landing page vs original user search query.
How We Work With You
To set up your paid search campaign we’ll:
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Review & determine the most relevant keywords, phrases & questions for your product or service & suggest a budget based on whether they are high or low competition words
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Ensure your ad copy, website & specific landing pages are optimised for keywords plus provide copy where necessary
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Set up a number of ad sets to test various variables & optimise as the campaign runs
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Agree campaign timings to suit your audience
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Review your active campaign at least 3 times a week, to add or remove keywords indicated by search terms or add new negative keywords to maximise performance.