Pay per click (PPC) is an online advertising technique where you pay for every person who clicks through an ad or link to your page. The benefit is that you only pay for the people who actually click through but there is a significant downside in that, if you don’t get the keywords and terms right you will actually end up paying for users who click through but who are actually looking for something completely different. For example, if you ran a site selling cat accessories for women you might end up being caught in a search for Catwoman from the Batman comic books. Not what you would want and a waste of your money.
Also with PPC, if you link the ads to a page on your site that is not directly relevant, you pay more than if they link straight through to relevant pages. We make sure not only that you have the best keywords for sales but that your ads are linked through to pages where you will pay less for them.
CPM or Cost Per Mille is another way of advertising where instead of click-throughs you are paying for your graphical or even text adverts to be shown to potential buyers and you pay per thousand exposures. You need a good mix of PPC and CPM from varied sources to make a real impact.
It is very important that you measure the effectiveness of your campaigns and find out what is working for you and what isn’t. We regularly test different landing pages, different ads, different keywords and then go back to see how they have performed against other combinations. And this is not just about getting more visitors, though that is important, but also about making more sales or achieving other specific goals such as gaining more subscribers. Google provides excellent free analytics tools and we make full use of these for our clients.
So we can manage your online advertising expenditure, create great display adverts, make sure you are using the best keywords and using negative keywords to filter out the irrelevant keywords that are wasting your advertising money. We will help you test the waters with new advertising venues and media. And we can create multiple landing pages for you and help you run AB tests to determine their relative effectiveness.
We will explore every angle and source to make your business more competitive and successful. Because that is what a good partner does.