We’ve been running paid search ads for over a decade.
Once turned on, very rarely has a campaign been turned off.
Here’s why…
If SEO is a marathon, PPC is a 10 yard dash.
Within a couple of weeks a campaign can be up and running, and by the end of the month it'll be optimised to within 20% of its potential (assuming you have the right people on the case!).
But it's not just about the speed of launch; it's about the high purchase intent of the leads. This is why we often focus on PPC initially, and use that success to fuel the broader activity.
Few things reveal the mind of a prospect better than their search query. By obsessing over their behaviour, we can learn so much about the keywords that signal high purchase intent vs those that don't, and build negative keyword lists ruthlessly.
Few channels can match PPC for sheer measurability. So if your board is pressuring you for tangible ROI, PPC is a smart place to begin.
You can monitor clicks, impressions, conversions, and other key metrics, enabling you to optimise every dimension of your ads to within an inch of their life.
Depending on the seasonality and scalability of your business, you may not want to go at it 100% all year round. We believe in total agility in marketing, so if you have a month where you want both ad spend and management fees to go on ice, that's exactly what we'll do.
PPC is probably the fastest way to drive sales. But it’s definitely the fastest way to waste money if managed poorly.
If you’re going to do this, you need to do it right. Here are some of big things to pay attention to.
If you knew that for every pound spent you could recover >£1, you’d throw money at this all day long, right?
When you see a brand swamp a market almost overnight, it’s because they know their numbers – conversion rates, average customer lifetime value, lead times and referral rates. And consequently can scale with confidence.
Winning the click is barely half the battle. We need to drive action.
For 100 years direct response activity has been defined by world class sales copy that grabs the user by the retinas and heaves them down the funnel. PPC is no exception.
As a mature channel that’s been around a quarter of a century, PPC is about the power of marginal gains. In isolation all those little tweaks and tests may seem insignificant, but in aggregate they are the reason your CPA (cost per acquisition) will be in healthy profit, and that means scalability!
This is not the time to start acting in silos. The entire revenue function needs to be working in tandem. We do not get excited about clicks. Nor do we get excited about phone calls or form completions. We get excited about converted revenue and acquisition of strategic accounts.
Frequently Asked Questions about Paid Advertising
Popular platforms for paid advertising include Google Ads, Facebook, Instagram, LinkedIn, Twitter, and others based on your target audience and business objectives.
Your budget depends on your marketing goals, industry, and competition. Start with a manageable budget and adjust based on campaign performance.
Utilise targeting options like demographics, interests, behaviour, and location to reach your ideal customers effectively.
Craft compelling headlines, use eye-catching visuals, and include clear CTAs that align with your brand’s message and resonate with your target audience.
Analyse your campaign data, A/B test different elements, and consider refining your strategy to improve performance over time.
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Contact us today for a free consultation to drive change and grow your market share.
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