PPC is always changing. If you’re looking for a PPC advertising agency in London, you might be daunted with who and what is out there. Google partners, CPC, AdGroups – what does it all mean?
If you’re a business owner or a marketer, you can’t be expected to know PPC inside out as well as everything else. That’s where we step in. Working as an extension of your business, we can help convert your business goals into something that translates across into PPC advertising. Whether it’s Google or Bing, search or display, we will guide you through the minefield and ensure you can see the real, tangible business results of paid per click marketing.
We are proud to be rated by Google as one of their handful of elite Premier Partners which is a very hard status to achieve. The grading takes into account the amount of ad spend we manage, client feedback, new client volumes and most importantly the high average performance index we deliver for campaigns across the board!
It means we work hand in hand with Google, have a team over there dedicated to supporting us and also, we get access to loads of cool beta tools that other agencies will have to wait months to get their hands on. This relationship gives us a cutting edge over our competitors and enables our clients to perform to a higher level over their competition as well.
Stage 1 – Competitor/ Sector/ Keyword Research
In our opinion, the key to launching an effective PPC campaign is down to preparation, research and data gathering – proper planning! That means we immerse ourselves in your company and industry, learning about your objectives, competitors and unique selling points to create a bespoke PPC strategy that’s relevant and right for you.
Spy time comes first – this is the bit most people love, where we start to delve into your key competitor’s campaigns, looking at their website alongside yours and finding out where there weak and strong points are. Yes, we can even tell you their conversion rate! Meanwhile, if you’ve ever wanted Google working on your behalf, you’ll be delighted to see that we’ll connect you with our dedicated team at Google and get them crunching numbers and conducting analysis for you at their end. They are able to add so much value by providing exclusive access to data that they hold that we are able to access.
We then come together and take our analytical tools and Google’s advanced industry tools to analyse keyword trends and search volumes, locally, nationally and Globally. We cross reference all the data to pin down top performing keyword targets, ad copy and locations.
The results? A ready to go strategy that destroys your competition and goes to the heart of where your prospects are searching!
Stage 2 – Goals / KPI’s
The great thing about PPC is that pretty much everything can be tracked even down to every call you receive. We like to ensure that at the outset we have all eventualities covered, to ensure the impact of our work can be calculated down to the last penny.
We don’t ‘set and forget’ PPC campaigns and deliver a limp report each month. Our team of specialists will select the most relevant keywords that have the best chance of creating strong user engagement flowing through our funnel to your bottom line and we will have a healthy knowledge around your margins and cost per acquisition figures that are required to deliver a healthy campaign ROI.
Talking of limp reports – count us out! When you speak to us, you won’t get earache and buzzwords. What we will do is account for your money spent. Our advanced tracking systems will ensure that we can report on each conversion, whether that be a website form, e-commerce transaction or even a phone call!
Phase 3 – Campaign Creation
When all the data is in the system and we know your business inside out, we get started with the building. Just like the foundations of a house, this is the part where the magic happens. Our team of experts and tech wizards at Google set about building your new PPC campaign. Each new build as each one is tailored specifically to your individual requirements and goals but we will certainly be looking at the following areas:
Granular Adgroup Structure – this sounds a bit techy, but in short, this is where we work to put all your keywords into tight themes so that your ad text closely matches the users query – in other words, we put ourselves in your customer’s shoes.
Ad Creation – We then create ads for desktop and phone devices ensuring we extract the maximum click through rate. This means we use smart copy and sales expertise with the best in the business.
Split Testing – Ads are continuously split tested across each device to maximise performance. Split testing takes the guesswork away from what works, meaning you get more for your money.
Bid Strategy – Using your defined goals and KPI’s a custom bid strategy will be deployed to ensure we maximise exposure and deliver ROI.
Ad Extensions – We create and customise the latest ad extensions across each of your ads so that they look visually appealing to users. These include site links, callout, call, review and seller rating extensions.
Location Settings – Whether you target clients locally, nationally or internationally we structure your campaigns accordingly
Negative Keywords – To eliminate wasted spend we create extensive negative keyword lists spanning your entire account or individual AdGroups.
Phase 4 – Site Analysis, Competitor Analysis/ Conversion Rate Optimisation
PPC doesn’t start and end inside the platform where you buy the ads. Like everything in marketing, it’s key to tie all the elements together. That’s why as well as the hard work with PPC advert creation, we are also looking at your website. A health check is always a smart move when you invest in PPC, and when your aims are to start to funnel traffic through to sales/ leads, we want to ensure your pipeline is clear and ready to go! During stage 4 of working with us, you can expect us to take this in hand, running reports looking at the speed of your website and assessing how well it performs for desktops and mobile devices.
This analysis is very important as it directly impacts on the all-important Quality Scores that in time underpin your campaign. Again, we’ll take a good look at your competitors and see what they are doing and what we can learn!
Finally, we look at your website more closely and conduct a conversion rate optimisation (CRO) audit of your general site and landing pages. By now, you’ll have all the knowledge and confidence that we can convert the paid traffic to business, and any concerns or changes that need to be made to the site to make this happen will be raised at this early stage.
Phase 5 – Client Approval It’s worth saying that we never run ahead without your say so – and before any campaigns is set live, we will run through the campaign with you and go through a double check. No one knows your business like you do, so we’ll rely on you to let us know if the timing is off or anything has changed in the sector! We’re able to be a 24/7 business, so we’re always in control of the brand message out there, and there’s nothing that can’t be fixed or fine-tuned.
Phase 6 – Account Management & Ongoing Optimisation
We want you to succeed and we don’t want your campaigns to plod along. We want them to be future case studies for us! We don’t take your business for granted and you will be allocated a dedicated account manager who will be on hand to discuss your account and help you track progress, answer any questions and help you understand PPC. Whilst it’s technical and ever changing, it’s not a mystery or a secret science and we’re always happy to talk about how we’re working to improve your conversions, or trials we are working on.
Talking about changes, Pay Per Click optimisation is an ongoing and constant process of incremental changes and fine tuning. That does mean it’s a learning experience for everyone. If PPC took no effort and anyone could do it – the system wouldn’t be open for us to use! PPC is built on effort, repetition and data science. That’s why we make changes, try new methods of delivery, split test, analyse, evolve and repeat. Approaching optimisation in a regimented and analytical fashion delivers the results our clients demand and expect.
Our bid management software analyses all your metrics and account data working to generate more revenue for your business. The more data our system gathers the more accurately it can deliver conversions across your campaigns. Out techs are top of their game and many are ex Google employees so intertwining their skills with our advanced bid management software ensures we deliver outstanding results.
Phase 7 – Transparency & reporting
As you may be able to tell, we believe in 100% transparency in all areas of our business. We do believe you should know exactly where your money is being spent and what lessons we are learning, so as well as your account manager, you will always have direct access to your PPC accounts. We can even show you where to go to see what we have been up to. All the work that we do for you is your intellectual property and it’s your right to see it!
We don’t have a templated report that’s designed to bamboozle. We produce reports to meet your specific needs, be that weekly, monthly or ad hoc reports. We aim to have regular conversations on the phone and face to face meetings to pick up what you need to know, but typically, our monthly reports presents back the performance data for the last 30 days in the context of the accounts historical performance allowing you to easily see the impact of our optimisation work on your key metrics. We back this report up with a call from your account manager to answer questions and discuss the ongoing strategy. If you’ve got a board meeting on a different day of the month and need us to adapt our timing – just shout.
We are one of the leading PPC marketing agencies in London for a reason – we are a business you can really trust. Get in touch with us today – we’d be delighted to learn more about how we can help you get real results from your PPC advertising.