We take an analytical approach to paid search to ensure we display the right ads at the right time to the right people in right locations.
Unlike many agencies, we provide a personal approach to your account: We will carefully monitor your industry and alert you to any new opportunities and we regularly optimise your campaigns to improve performance.
From the very beginning we’ll carefully research and implement the best strategy for your account and carefully refine it all with one main objective:
Whilst many agencies focus on driving the maximum traffic, we know that it’s new customers that make you profitable. This is why we will work closely with you to establish a target CPA (Cost per Acquisition) and work towards achieving this in order to achieve maximum profitability from your campaign(s.)
This process requires test and measurement of the following factors:
- Average CPC
- Negative Keywords
- Ad Copy Relevancy
- Landing Page Relevancy
- Page Load Time
This data-driven, profitability focused approach leads to successful paid search campaigns.
- Client expectations and KPIs
We work closely with clients to help them form realistic expectations and measurable Key Performance Indicators. We know clients expect clear and tangible indications of performance and we go to great lengths to ensure we provide exactly this. There are many metrics in Pay Per Click advertising we can use to track performance including:
- Average CPC
Each metric is suited to a particular objective and we may use a combination of the above to provide an accurate representation of progress.
- In budget limited campaigns, maintaining cost is the primary objective whilst reducing CPA over time is a secondary objective. In this type of scenario, we’d always advise the client that sufficient time is needed to balance the account between cost and CPA as lowering CPA’s too quickly could dramatically reduce acquisitions.
- Where campaigns are not budget limited we may be required to focus solely on CPA and where ROI is positive, the cost is not a concern.
- Where a branding campaign is concerned, relevant impressions on placements may be the primary KPI with clicks as a secondary KPI.
- Client USP and Commercial Strategy
Understanding the clients business model, products and USP is essential to establishing a relevant set of KPIs and expectations. It’s also key to producing a PPC campaign that complements existing marketing activities.
We’ll often ask a client to provide us with details of existing marketing collateral for other mediums to ensure the PPC campaign is sympathetic to the existing marketing strategy.
With this information, we’ll design and build a creative campaign designed to fall into line with the clients’ commercial strategy and deliver this strategy online.
- Seasonality and search trends
At the beginning of every campaign, it’s crucial to understand how seasonality affects sales and searches. This allows us to optimise the account at key times to maximise sales during both busy and quiet periods.
If the client offers a range of products then it’s likely some may be more popular at certain times of the year. Because of this, we need to consider how best to promote these items which may entail “throttling” the promotion of certain products at different times to maximise ROI for example.
Additionally, in times where search volume peaks, it’s crucial we provide clients with advanced notice of budget implications and if an increase in the budget is required to maximise sales during these peak periods.
- Tracking Requirements
It is impossible to optimise a PPC campaign efficiently without tracking important metrics such as conversions. We do this to ensure we know what leads to acquisitions and how to influence them further.
Furthermore, with continuity of data we are able to understand current performance with historic date ranges (last week, last month and last year for example).
- Keyword Research
With both new and existing accounts, we need to establish a base set of “seed” keywords. These keywords are researched based on data available from Google and the clients existing analytics data.
As for the implementation of keywords, we continually test, measure and refine the optimisation process by regularly adding new keywords and negative keywords with varying match types.
Once a strategy is in place we build the account to best practices. For small businesses with monthly spend below £1500, we offer start-up package with set account set up fee of £850 (paid up front) followed by small monthly account optimisation and maintenance fee of £250.
We always set up account owned by our client to provide ease of insights and added flexibility.
For larger budgets and campaign please get in touch with us for a custom quote.