a451 Search Engine Marketing

PPC Management

Pay-per-click (PPC) is a form of paid search engine marketing. PPC ads are those you see in prime positions on search engines, either at the top of the page or in the side bar. The advertiser pays only when a user clicks on the ad, making it a cost-effective way of marketing. PPC is the ideal solution for both long-term brand awareness and short-term promotional campaigns and can be used to compliment SEO with its instant results.

Our PPC Management Approach

The first thing a451 will do prior to suggesting a PPC program is to research and understand your business, your goals and what you want to achieve from a paid campaign. A goal could be to generate leads, collect e-mail addresses, sell your product/service or download PDFs.

Our approach, when advising you on which PPC programs to undertake, is targeted to your business goals and achieving the optimum return-on-investment for your paid campaigns.

Our pay-per-click (PPC) service uses a range of PPC programs with the most popular PPC program being Google AdWords. Here at a451 we have qualified Google AdWords professionals. When using Google AdWords we use highly targeted campaigns and compelling ad text which ensures your PPC budget achieves the optimum sales performance. With ads optimisation we can be sure of only attracting high quality clicks. AdWords also supports charities by allocating a Google Grant click budget.

It may also be worth considering using Social Media paid campaigns for example ‘Facebook Paid Ads’. Dependant on your target market, Facebook can be a very valuable tool in your paid campaign strategy. The main advantage of using Facebook ads is that ads can be targeted to a particular audience with many options available e.g. 18 year olds living in/around Brighton who like sports or parents of children under five in west Sussex.

Our PPC Management Service

As part of our PPC management service we will:

• Set up your PPC account
• Create structured campaigns
• Focus on target markets
• Undertake keyword research
• Create compelling ad text
• Use Ad Extensions where appropriate
• Advise on landing pages
• Track conversions to ensure good return-on-investment (ROI)
• Reports – each month we will provide reports on how many times your ads were seen (impressions), how many people clicked on the ads, the click-through-rate (CTR), how much each click cost on average and what position your ads achieved along with your total monthly spend. We will also report on the cost-per-conversion and for e-commerce sites we will also report on per visit value.

a451 will manage your account, however, the client will always own the account, this ensures a transparent approach.

Once your campaigns have been set-up we perform regular optimsation to enhance the performance. We amend keywords, test different variations of ad text and review landing page performance.