If you are looking for a cost-effective and efficient method of advertising your website on Google and other search engines then PPC (pay per click) can be a great solution. Generally, Google PPC and SEO (search engine optimisation) go hand in hand, and ideally a business owner should invest resources into both marketing mediums. PPC advertising can be run across the Google Search and Display network and a host of other leading search engines / platforms including YouTube.
As a standalone solution - The short answer is "NO". SEO is like buying a house, investing in your long-term future, PPC is like renting. However, PPC can be very lucrative and provide a great platform for business success. For example, if you have just set up a new website, and you need some instant visibility on Google, Bing, Facebook, etc - Paid search is a fantastic way to get a slice of the cake. Better still, you will only pay if a user clicks on your advert and sees your website. You control the amount you want to pay for every click. You have the freedom to allocate your PPC budget per day, per week or per month - It can be turned on and off when you need it. Pay per click is a fantastic way to generate sales, but you must hire a reputable company to help with your campaign setup and ongoing management. Of course we recommend Semtelligence do all the hard work for you! We also recommend you do your research and find the best fit for you, even if that's not us.
We appreciate how difficult it is to understand Google in general, never mind the complexity of Google Ads (formally Google Adwords). To be honest the whole system is stacked against you - You take all the risk. It is very easy to waste money with PPC advertising, and over the last six months alone, we've seen multiple changes to PPC platforms and their usability. So how can you be expected to manage and maintain a successful campaign when you have a business to run? It's a very difficult task to do correctly.
Is your current PPC account manager and company up to scratch and achieving the return on investment you were promised? Are your campaigns being regularly monitored and readjusted accordingly to maximise potential in terms of keyword placement, click-through rates (CTRs), cost per click (CPC) and other key metrics? If the answer is "No" and you want to use a PPC company that are experts in handling PPC campaigns of all difficulties, then calling Semtelligence is a must!
It isn't just Google that offers pay per click advertising - LinkedIn, Twitter, Facebook, Bing and Yahoo offer PPC advertising too, and we can manage your campaign across all platforms. Google Ads is the most popular PPC advertising medium, and is broken down into four categories: Display, Remarketing, YouTube and Search. Here is a little bit more information about your options:
YouTube represents an extremely effective marketing solution. As the world's second biggest search engine, following close on the heels of the giant Google, YouTube has more than a billion users, with several billion hours of video being watched every month and an impressive 100 hours of video being uploaded every single minute - Wow! YouTube has a huge role to play in the lives of most people, both in their own homes and while on the move through mobile devices, and this makes it the perfect advertising platform for your business. In our opinion not enough people use YouTube for PPC advertising.
YouTube's TrueView video adverts allow you to pay only when a viewer watches your ad. There are two different formats available for adverts: In-Display and In-Stream.
In-Stream TrueView adverts appear before the YouTube video begins. They are chargeable per view with the charge occurring only once the viewer has watched the entire advert or its first 30 seconds, whichever is the earliest. It is possible for the viewer to choose to skip the advert after its first 5 seconds, however if they skip before 30 seconds have passed, or before the end, whichever comes first, your company will have no charge. Viewers can then choose to click through to your website from the advert without you having to pay any additional fee. The average cost for a single view range from as little as 3p up to around 10p. This represents excellent value for money when you consider the number of viewers you are likely to receive.
The In-Display TrueView advertising format shows your advert either in the viewer's search results or next to their chosen YouTube video. Again, each advert is charged per view and the charge is applied once the advert has been clicked by the viewer. Should the viewer then choose to click through to access your website via the advert there is no extra fee applied. The average cost of this type of PPC advertising is slightly higher at around 10p to 30p per view.
We can help you to target your demographic audience in order to increase your brand awareness. We know that YouTube is able to drive large volumes of views as well as a strong click-through rate and this can lead to an efficient way of achieving your business marketing goals.
Whether you want to raise brand awareness or elicit a direct response, display advertising has a crucial role to play in any digital marketing strategy. Sometimes called banner advertising, this is an inexpensive way of getting your brand name out there, with your adverts appearing on websites instead of in the search engine results. Various networks deliver these adverts, however the largest by far is the Google Display Network which has more than 2 million sites alone. Although a display advertising strategy may be less targeted than a search advertising campaign, the lower click-through rate is offset by the advantage of having much greater exposure.
If you are seeking ways to regain business that may have been lost in the past, a remarketing strategy enables you to target your previous visitors via other platforms and websites. Remarketing via Google Ads enables you to remarket to your website to previous visitors using video, image or text adverts so that you can convert them into paying customers. You can also harness the potential of Facebook remarketing which uses either sponsored posts in news feeds or sponsored adverts in a separate column.
Any PPC account is a complicated setup with a number of factors which can be adjusted in order to reduce wasted expenditure, improve the quality score, increase click-through rates, and overall deliver a better result for your company. We can assess your current PPC strategy and identify areas in which improvements can be made. Some of the common errors which we frequently encounter include poor use of negatives (negative keywords), low standard advertising copy, use of incorrect landing pages, wrong match types and spending too much on the display network via a poorly targeted placement. We can help to determine the key points where changes can be put in place so that you can ensure that your advertising budget is being spent in the best way possible.
As part of our assessment, we can also check your Google Analytics setup to ensure that all of your PPC campaigns are being correctly tracked and goals have been set up to allow you to determine the effectiveness of each of your PPC campaigns for you business goals. With our help, we can help you to grow your business.
It's never easy to get a new business up on its feet. Finding a budget is hard enough, but finding sufficient money to get marketing off the ground can be even more challenging. We understand the difficulties that start-ups face when it comes to advertising their services, and we can point you in the right direction to achieve success.
PPC advertising through search engines and social media is an especially useful tool for any new start up. A company can devise a marketing strategy by looking at the estimated search traffic for their niche within their geographical area and also the estimated cost per click. Using this information, it's possible to estimate a revenue to costs ratio to ensure the best return on investment.
Another reason why PPC is such an excellent option for new businesses is that it always takes time to achieve a top ranking on the search engines. One of the primary factors included in the algorithms is domain age, and this is one of the main reasons why speedy movement is a challenge for start-ups. You need to build trust and credibility over time - Ethically! By investing more in PPC to begin with, it's possible to achieve a higher ranking and then to reduce the budget as SEO performance and rankings improve. As we have said, they really do both go hand in hand.
We can offer you helpful advice about whether pay per click advertising is a viable option for your business and we can give you an honest appraisal of how likely this marketing strategy is to increase your revenue.
If you are looking for a PPC company in the UK or any other service we offer, please contact Semtelligence today, we'd love to hear from you!
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