- Copywriting, SEO and PR 

Pay Per Click Advertising Management

Get the best return on your investment in Pay Per Click

advertising with Buzzwords' ongoing PPC training and

management services...

 

Make the best of the world's most dynamic advertising medium with Buzzwords' Pay Per Click (PPC) advertising management services. 

To be successful, it's essential to monitor your Pay Per Click campaign on a daily basis.  Buzzwords can do this for you as part of a comprehensive PPC marketing package - or we can provide training (plus ongoing support) to enable you to handle things in-house in the most cost-effective way possible.

What exactly is Pay Per Click advertising?

The 'search' pages of Google and other search engines feature 'sponsored links' - effectively three-line ads - in addition to the main lists of 'organic' search results.  By clicking on these small ads, you will arrive at a specific page on the advertiser's website.

This can be a page other than the 'Home' page which relates more closely to the keyword search term.  Google calls these pages 'destination URLs'.  They are also known as 'landing pages' which are often specially written (and optimised) to maximise response and sales.

How does PPC work?

The mechanics of Pay Per Click advertising - as with organic search - start with 'keywords'.  Keywords drive the ranking of small ads on search pages, the amount you pay for keyword clicks and the relevance of landing pages (which all feeds into the neat Pay Per Click equation).

Google PPC campaigns are divided into AdGroups.  These focus on groups of keywords which link to both the wording on your small ads and the keywords on your landing pages.

In broad terms, the elements which go into your AdGroups - keywords, the ads themselves and landing pages - combine to create a 'relevance' score.  This will affect how Google ranks your ads and how much you will need to pay when people click on them.

Where Buzzwords can help is in ensuring that the right keywords are working in all the right places.  It pays, for example, to focus each AdGroup on no more than two or three keywords.  These should then feature in your ads and landing pages.  It's also worth remembering that it pays to keep your AdGroups 'granular'! 

You can of course choose how much you want to bid for a specific keyword within an AdGroup.  This will have an influence on how high your ad is placed among the ads on a search page which in turn tends to have a positive effect on how many times your ad is clicked.  Google rewards ads which have a high 'click through rate' (CTR) with an even higher position and lower cost per click than the less popular competing ads.

There are many other variables which go into the Pay Per Click mix as you will see when you sign up for an account.  Included free of charge with all AdWords' advertising accounts is Google's powerful keyword search tool which also details advertiser competition and search volumes for each keyword listed.

Why use Pay Per Click advertising?

Given the huge interest (and investment) in search engine optimisation - whose ultimate aim is to give you 'free' organic listings in the search engine results pages (SERPs) - why should you spend money on Pay Per Click advertising?

There are several reasons why, and the huge popularity of PPC is testament to its effectiveness - provided you get it right!  Listed below are just a few reasons to invest in PPC:

• PPC campaigns are quick to set up

Once you've written the small ads, decided on a landing page and set your cost per click, your ad could be up and running in ten or fifteen minutes!

• Ideal for a new website or new landing pages

It can take several months for search engines to index a new website, and up to four or five weeks for a new web page on an existing site.  PPC can help offset what would otherwise be a costly delay before your website starts to generate enquiries.

• PPC is the alternative answer for competitive keywords

Where competition is fierce for the keywords that matter to you and your business, and where months of SEO may never bring the results you need, PPC provides a quick, effective and ongoing solution to grabbing a share of that golden Google Page #1 traffic!

 

• When your business needs a boost!

When you need to kick-start a brand, adjust to temporary fluctuations in sales or simply provide general background marketing noise, PPC is a perfect addition to your sales arsenal.

Pay Per Click Management and Training

Buzzwords provides you with the option of managing your entire PPC activity - or training your staff to a level where they can confidently handle the process in-house.

The management process involves maximising returns from your daily Google budget by fine tuning all the elements that create a successful campaign.

Similarly, PPC training involves taking you through the various stages of setting up your campaigns, AdGroups and keyword-related details to achieve optimal results.

Ongoing telephone and e-mail support is provided for a long as it takes for your in-house resource to function independently.

For more details about Buzzwords' Pay Per Click advertising management and training services, contact Mike Beeson today.

Buzzwords Limited

Knutsford, Cheshire

(south Manchester), UK.

Tel 01565 654023

e-mail: open@buzzwords.ltd.uk