Pay Per Click

Explore expert PPC insights from a premier Croydon Web Design and Digital Marketing Company. Tailored strategies to propel SMEs in South London and Surrey to success. Click for savvy solutions!

PPC inbound marketing

8 tips for PPC campaigns

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With 63% of people saying that they would click on a Google Ad, Bing Ads etc. (Search Engine Land, 2019 via Hubspot), incorporating Pay Per Click advertising as part of your inbound marketing strategy could be the key to growth for your business.

  1. Give your website a boost in search: Pay Per Click (PPC) campaigns create adverts online so when your business is not being viewed in the natural results you can give it a little nudge with a paid campaign. PPC is a great way to be seen on the first page of search to help give your website a boost. People don’t really go beyond the first search engine results page so Google Adwords will give you the chance to be seen amongst your competition on the first page of Google. 
  2. Reach your target audience: You can set up a number of Ad Groups within a campaign so you can focus on really targeting your messaging. You can then ‘throttle up’ or ‘down’ individual ads depending on how they are preforming.
  3. What are your goals? Before you embark on your Pay per Click campaign, to get the best return on investment you need to know what your goals are. Whether that’s increasing brand awareness or gaining more downloads of a new industry report, design your campaign with the end goal in mind. This will affect how and where you place your ads.
  4. Control your budget to the minute: With PPC, its costs per click so you can keep tabs on spend up to the minute.
  5. Target geographic areas: Be specific with your keywords and the geographic area you’re targeting. With targeted messaging you can reach the audience you’re looking for.
  6. Be specific: Most PPC campaigns have quite a limited amount of text in ads you can use, so be clear and get to the point and use keywords for a quality score. Campaigns that are very specific to the product and price are much more successful than general ads around the products. A PPC ad for ‘TEFAL Ultraglide FV4043 Steam Iron at £39.99’ will convert much better than ‘low price irons for sale’ – you get the picture.
  7. AvB testing: To find out which advert works perform AvB testing. Sometimes the same advert has different results in different geographic areas, so keep testing and refining the ads until you get the best results. Keep on monitoring those results so you can work out which ones work and which don’t.
  8. Landing pages: Strategic landing pages are used by 68% of B2B businesses to acquire leads (Marketo, 2018 via Hubspot). Placing thought into the page where you are inviting people to look is essential to avoid people leaving the page quickly. Make sure the wording is specific to the ad and your target audience. It’s worth creating a specific landing page for campaigns.

PPC Consultant Croydon

For more tips on PPC marketing in London get in touch with Smart Cow and book a Free Consultation to improve your search marketing.

Digital marketing resources: 

8 Tips to improve marketing for accountants in London

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As an accounting firm, it’s easy to rely on repeat and referral business. However, if you want to grow, you need to turn to marketing your firm.

Marketing for accountants requires a bit more expertise to break through the noise and get your business noticed. There are more than 76,000 accountants in the UK. You have to work hard to get your business noticed online.  

Keep reading to learn the latest marketing tips for accountants that will help your business grow.  

1. Get on Google My Business

How will you be found on search engines if you don’t tell search engines that your business exists? You have to fill out a listing on Google My Business to show search engines that you have a legitimate business. It will also help your firm be found when people are searching.

2. Get Your Marketing Messages Right

How well can you communicate what sets your accounting firm apart from all of the other accounting firms in London?

You need to be able to explain to someone the services you provide, to whom, and why they need to go to your firm. That needs to happen in about 5-7 seconds.

If you do that well, you’ll be able to weed out the people who aren’t a good fit for your business and pique the curiosity of your ideal client.

3. Optimise for SEO

Millions of people turn to search engines every single day to find products and services. That includes searching for tax information and finding accountants.

Search engine optimisation is a great way to get your accounting firm in front of potential clients when they’re trying to learn about taxes or trying to find an accountant in London.

4. Content Builds Trust

Let’s say that someone is trying to find tax information. They don’t want to hire an accountant yet, but they want information on what capital allowances are and what qualifies.

You can write a blog post that addresses that very question. The goal is to optimise that post to appear in related searches for capital allowances.

The person wanting to understand what they are comes across your post, they read it, and they become more interested in your services.

Your content has to go above and beyond adding value and help people solve a very specific problem.

Marketing your accounting practice needs to establish trust with your target audience. The way you do that is by providing value and repetition.

The more people see your company, the more they’ll remember it. You want to be seen as a tax resource in London, not just another accountant.

Don’t be afraid to give away information for free.

5. Capture Email Addresses

In the example above, your website did its job to get someone interested in your accounting firm. Now it’s time to convert that person to a lead.

The best way to do that is to have them sign up to your email list. That allows you the opportunity to remain in communication with them until they decide to unsubscribe.

In order to capture an email address, you want to offer something of value. People aren’t really going to give up their email address because you want them to sign up for your newsletter.

However, a guide that outlines 5 tax saving strategies for small business owners would be a great way to get people to sign up to your list.

Whatever you have as your trap, so to speak, it has to be relevant and useful to your target audience.

6. Follow up With Retargeting

Not everyone will want to sign up for your email after they visit your website. You don’t want to lose that lead for good, so you need to find a way to keep your brand in front of them once they leave your site.

A retargeting campaign can do just that. A retargeting campaign uses tracking cookies to present your display ads on websites and social media networks once someone leaves your site.

Retargeting does “impact consumer behaviour” and it can help you get more clients to your accounting firm.

7. Take Networking Online

How often do you spend time at networking meetings? They can be incredibly valuable and provide a great source of referrals. You can take the same approach to a networking meeting and apply it to social media. LinkedIn, Twitter, and Facebook are great places to connect with other professionals and individuals who could benefit from a good accountant. It’s another way to engage with potential customers and establish credibility and trust.

8. Measure Results and Adjust Your Campaign

Once you start a marketing campaign, you can’t let it run on autopilot. It needs attention and tweaking, which can be difficult when you’re trying to manage client work in the middle of tax season.

You need to measure the results of your campaign to see what tactics are working well and which ones aren’t. That will give you enough information to make an informed decision about your marketing.

For example, you look at your analytics and see what you’re getting traffic to your site, and they’re reading your content. However, they’re not converting to email leads or scheduling appointments.

It could be for a variety of reasons. The visitors may be early in the buying cycle and need more touches before

It could also be that your lead magnet isn’t compelling enough to drive signups. Good marketing takes patience and testing to get it to be perfect.

Marketing for Accountants

As an accounting firm, if you want to grow, you need to do more than rely on repeat and referral business. You need to learn the latest ways to improve marketing for accountants and apply them to your business.

There are plenty of ways to market your firm from content marketing to SEO. To be successful, you need to be consistent and be willing to measure and test your campaigns.

Do you need help with marketing your accounting firm? Contact us, digital marketing and SEO experts for accountants, today for a free consultation.

PPC campaign mobile

Tips for setting up and running PPC campaigns

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Pay Per Click (PPC) campaigns create adverts online so when your business is not being viewed in the natural results, you can give it a little nudge with a paid campaign.

There’s a number of ways to conduct a PPC campaign and these include Google AdWords, Bing Ads, and social media boosts and ads. Here’s our tips for setting up and running a PPC campaign.

Google AdWords

While appearing on the first page in an organic search is the goal, if your website is new you need to give it a bit of time before your keywords and phrases start to take effect. So, this is where a paid campaign can give your website a boost in search as a paid for ad will pop up towards the top of the first page.

Understanding a Google AdWords campaign

  1. Set up the overarching Campaign: AdWords Accounts and PPC advertising are structured starting with a Campaign level, you can set up a number of Campaigns within this. Really think about your target audience for this campaign and the keyword you want to be known for.
  2. Create a subset of AdGroups: Each Campaign has AdGroups, so you can focus on targeting your audience with key messages. For example, you may want to focus on promoting CRM software so that would form one AdGroup within the Campaign. If you decide that you want to promote another service or product, you can create another AdGroup at any point Ensure each landing page is relevant in for said product of service.
  3. Focussed messaging for Ads: Each AdGroup has a number of Ads so you can have a range of messages per AdGroup.
  4. Maintain: Monitor and analyse the results and ‘throttle up’ or ‘down’ individual ads depending on how well they are preforming and how each PPC ad ranks.
  5. Be specific: Be specific with your keywords or negative keywords, and the geographic area you’re targeting.

Social Media Marketing PPC

You can also get targeted on social
media with a PPC campaign.You need to carefully consider which channel
is best for your business. If you’ve not already set up your channels, take a
look at how we help our customers with their social media.

But firstly, let us explain
the difference between ‘ads’ and ‘boosts’.  

Social media channels offer an effective form of advertising,
but you need to select what’s right for your business and the purpose.

  1. Boost: While allowing you to use
    a relatively small budget to reach a wider audience, it’s more about awareness and
    ‘likes’ increasing visibility for a short time through sharing your post more
    widely.
  2. Ads: By setting up an ad you’re
    enticing people to take action by clicking through to a website or urging you
    to call. The goal is to get people to engage and encourage them to do this via
    your website.

Remember who your target audience is when you tailor your messaging. Most PPC campaigns have a limited number of words you can use, so be clear and concise. Campaigns that are very specific to the service, product and price are much more successful than a generic advert. In order to use PPC marketing effectively consult our SEO company in Croydon.

Digital marketing resources:

Read some of our PPC related blogs for further information.

PPC Agency

Where organic misses pay per click can hit

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Pay Per Click (PPC) campaigns create adverts online so when your business is not being viewed in the natural results you can give it a little nudge with a paid campaign. While it can be somewhat complicated, as Google certified, we at Smart Cow can help small businesses navigate the terminology with a tailored campaign.

In this blog, we’ll run through AdWords management and the types of PPC campaigns you can implement.

Google AdWords

With a whopping 1 billion+ using Google search every month, it makes sense that your website is seen in search. While appearing on the first of a search engine results page in organic search is the goal, if your website is new you need to give it a bit of time before your keywords and phrases start to take effect. So, this is where a paid campaign can give your website a boost in search as a paid for ad will pop up towards the top of the first page of search.

Essentially AdWords Accounts are structured starting with a Campaign level, you can set up a number of Campaigns within this. Each Campaign then has AdGroups, so you can focus on really targeting your messaging. For example, you may want to focus on promoting CRM software so that would form one AdGroup within the Campaign. But then, in time, you may decide to push another product so therefore you can create another AdGroup. Each AdGroup can then have a number of Ads so you can have a range of messaging per AdGroup. You can then ‘throttle up’ or ‘down’ individual ads depending on how they are preforming. Then be specific with your keywords and the geographic area you’re targeting.

Social Media
Marketing

For the purpose of this blog we’re looking at paid for campaigns and a PPC campaign also applies to social media too. Although it’s worth noting that with all the social channels available at your fingertips, one size does not fit all. You need to carefully consider which channel is best for your business. If you’ve not already set up your channels, take a look at how we help our customers with their social media.

If you’re underway
with your social channels and are looking for a boost in followers or click
through to a special offer, then a PPC campaign can help. Our blogs on how to
boost posts for Instagram, Facebook and Twitter will give you an
idea of what you can do and how to do it from selecting a budget, attracting
more profile visits, increasing website traffic and choosing your
audience. 

Keep your
messages simple

Remember who your target audience is when you tailor your messaging. Most PPC campaigns have a limited number of words you can use, so be clear and concise, this will also improve your quality score (where Google ranks the relevancy and originality in your PPC ads) . Campaigns that are very specific to the service, product and price are much more successful than a generic advert.

PPC Expert Croydon

If you feel you need some support in setting up a PPC campaign and all things PPC Marketing then get in touch with us today.

We also run Practice Growth Sessions which are tailored for businesses keen to grow and ready to invest in a digital marketing campaign to achieve their goals. You can book a session with us for £95.

Sources: Business Insider via Search Engine Journal

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