Pay Per Click

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PPC Pay-per-click

Tips for your next PPC campaign

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Pay Per Click (PPC) is online advertising which offers a very targeted way to reach your audience. Advertisers pay when someone clicks on an advert that they have running.

The most common form of PPC that advertisers use is paid search such as Google Adwords. This means that the ads will appear in relation to a relevant search typed into a search engine to find products or services.

While Google Adwords is the most popular, you can of course also run PPC campaigns on other search engines such as Bing as well as social channels like Facebook, Instagram or LinkedIn.

Contact us about PPC

Here’s a few tips for setting up your next Google Ads campaign.

  • For your Google ad search campaigns, create more than one expanded text ad so that the best ad can be found.  
  • Create responsive search ads as well as text ads. This enables Google technology to create the best combination of title and text into the ad based on which is performing well.  
  • Think of targeted keywords that you want to be found for in search and add these to your ads. Utilise the ‘ad strength’ guide when you create your ads to make sure that headlines and descriptions are rated ‘good’.
  • Ad extensions provide someone searching with extra information about your business under the main ad. The extensions only show for the ads in the top 3-4 positions and they really help standout. Ad extensions can include maps highlighting business location, product information or pricing.
  • Be found with remarketing. Remarketing is another way of getting you found online. Ads can show when clients are searching for your business on Google which really reinforces your brand message.
  • Google display ads also offer a way to reach a wide number of people. These ads show across over 2 million sites, videos or apps – part of a Google Display Network. Ads will appear based on online activity.  
  • Unlike a traditional advertising campaign, you can continually change online ads to reflect analysis. For instance, with Google Ads you can review regular recommendations for tailoring your ads even further. This means you can add and remove keywords or negative keywords, change the content of ads or snippets to help optimise performance.

Google AdWords certified 

Each year at Smart Cow Marketing we ensure that we are Google AdWords certified. We are now a Google Certified Partner and the only Google AdWords Partner in Croydon.  

While gaining the AdWords certification qualification year on year highlights our in-depth knowledge and expertise on the fundamentals of setting up and managing successful AdWords campaigns, being a Partner shows that Google trusts us even more with the support we offer clients. 

PPC agency Croydon

If you need a boost in search engine results pages (serps) or want to specifically target an audience segment then Pay Per Click advertising (PPC) can help your firm be found and to stand out in local search results against your competitors.

With many digital marketing tactics whether social media, new website design, search engine optimisation (SEO) or PPC management, we can help guide your online marketing.  

We can provide a tailored digital marketing strategy for your business needs. Book a free consultation. 

Book a consultation

PPC resources

Landing page

7 Website landing page tips

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A landing page is a specific web page for targeted marketing campaigns in which website visitors are directed to. As content on this page is relevant to the offer that has interested the website visitor in the first place it’s an effective way of capturing leads.

These pages usually contain forms where you can collate contact information as a result of the visitor completing an action on your page – this is usually an offer or a download.

The link that led your web visitor to your website in the first place may have stemmed from a social media post, email marketing, a link from a third-party website and most commonly from a pay per click (PPC) ad campaign such as google ads or paid social such as Facebook ads.

Need help with your website landing pages?

Here’s our advice on what you should include on your landing page to help create a great lead generation marketing campaign.

1. Content

To keep visitors on your website as long as possible, your landing page needs a headline that tells the visitor what to expect.

Once you’ve sorted the headline, the content needs to be to the point, clear and engaging. By providing useful tips and advice builds brand awareness and builds trust with your prospects with insightful content with tips and advice.

2. Call to action

A key element of your landing page is the call to action.

Make a bold and colourful call to action with clear instructions about what you want the visitor to do.

To be able to gather information from a web visitor you need a compelling offer such as an ebook, templates or discounts.

Top tips for calls to action

3. Be image led

An image helps to convey your brand and to illustrate what the content of your landing page is about. It also helps to break up the page so that it is easy on the eye.

If you have video content then this is great for engagement place it above the fold.

4. Lead generation form

The ‘contact us’ form or rather the ‘lead’ form should be near the top of the page – above the fold. A name and email address should be enough information for a new lead.

5. Remove menu navigation

With a specific landing page for a focussed PPC campaign we advise to remove the main menu so that visitors are focussed on the call to action.

6. Be mobile optimised

Remember to optimise your specific landing page for mobile.  

7. Landing page layout

Best practice tips for the landing page layout is best:

  • Headline
  • Image
  • Lead capture form
  • Call to action
  • Relevant content

Digital marketing Croydon

If you need help with your landing pages contact us. We’re a digital marketing agency in Croydon.

With many marketing tactics whether organic or paid search advertising, we can provide a tailored marketing package to help you generate leads for your business. We offer PPC services where we can help with your PPC strategy and set up your next google adwords campaign. Book a free consultation.

Contact us
Email marketing on laptop

Marketing tips for Croydon businesses

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As we wait with fingers crossed for non-essential shops to open and sectors such as hair & beauty, hospitality and leisure to resume, we thought we’d offer our local Croydon businesses some marketing tips to help increase online presence.  

Google My Business  

First things first, is your company on Google My Business? If not, get one set up – it’s free to do!

If you do have a page already then make sure all details are up to date and add as many ways for people to get in touch with you as they can.

Add any special offers you have running. Remember to add imagery to your business page, this is a great resource for the hospitality sector to showcase popular dishes.

Remind customers to leave a review. Testimonials are a great way to encourage potential and returning customers.

How to set up Google My Business watch our video.

Social media

Start increasing the amount of social posts you share. This will remind people about your offering. Encourage people to follow you for updates on when you will be opening but make sure you always remind people that they can buy virtually. Or for hair & beauty, get your bookings up and running by spreading the word on social media.

For our wonderful Croydon hospitality businesses, we can’t wait for the restaurants, pubs and bars to breathe life into the town again. Remind Croydon folk what they’ve been missing with fantastic images of your amazing dishes.

Instagram and Facebook are great for foodie places. With Instagram it’s all about the look and there’s nothing more appealing than a plate of tasty food. Give details of anything new, your most popular dishes and your specials. Be descriptive within your post though.

Re-confirm your opening times and update your profile with any new details.

Run teaser campaigns with a countdown to when you will open (although we’re aware that it is all tentative dates right now).

Extend reach of your social post by adding hashtags. Here’s some general Croydon foodie hashtags you might want to consider as well as some standard Croydon ones you should always think about:

#Croydon #EastCroydonCool #Croydonbar #Croydonpub #Shoplocal #Supportlocal #Croydonrestaurants #Croydonfoodies #Croydonfood #Croydonrestaurantquarter #Instafood #lovefood #foodstagram #foodpic #foodie

Don’t forget to utilise the Story function on Instagram and Facebook. This is another way to be seen by your followers as it stands out at the top of the feed.

Encourage customers and prospects to share posts on social media.

When someone shares a post and tags you in, you can use the little arrow function just below the image. This allows you to share this to your stories and you can thank the customer for their visit.

Or a simple way to create a story is once you have added a post to your Instagram feed, just click the arrow below your post and you can share to you story.

Website updates

If you have a website, make sure that all your contact details, products and services are up to date. For hospitality get your menus and booking forms sorted. If your website still says Christmas 2020, get that removed, potential customers will think you are not opening.

If you have a blog, make sure you add content to that and do so regularly. This really helps with search engine optimisation (SEO) and your business being found in search engines. Fresh content is great for ongoing organic rankings.

We’ve recently created a blog on 8 ways to refresh your website, here’s an overview of what you’ll find on that. These are great SEO tactics that you can implement yourself.

  • Check your website navigation, it should be easy
  • Review content, contact details and check links aren’t broken
  • Add new imagery to refresh the look
  • Complete any missing meta descriptions
  • Update and add new calls to action
  • Get a free website review from us!

Email marketing

If you have an email distribution list, then now is a great time to start an email marketing campaign. Remember to be clear in your message, include a call to action and ensure you have your contact details visible.

Look at our checklist in our blog on what to check before you send your next email marketing campaign. You must also ensure you are GDPR compliant.

PPC Croydon

What is PPC and why use it? All you need is in that blog. But, in a nutshell, Pay Per Click or PPC is online paid advertising which gets its name from the fact that advertisers pay when someone clicks on an advert that they have running. It’s a great way of appearing at the top of search results pages to give your website a boost.

Digital marketing Croydon

We’re a digital marketing agency in Croydon providing digital marketing for accountants and other local businesses. Download our eBook with additional marketing resources and ideas for getting your business seen online – The Beginner’s Guide to Inbound Marketing.

Contact us for a free consultation to chat further about the different digital options.

PPC Pay-per-click

What is PPC and why use it?

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You’ve likely heard of the phrase PPC in relation to marketing but perhaps not really thought much more about it and how it could help your business. So, here’s some insight into PPC or shall we say, Pay Per Click advertising.

What is PPC?

Pay Per Click is online paid advertising which offers a targeted way to reach your audience. It gets its name from the fact that advertisers pay when someone clicks on an advert that they have running.

The most common form of PPC that advertisers use is paid search such as Google Adwords. This means that the ads will appear in relation to a relevant search that someone has conducted to find products or services.

There’s also banner advertising and remarketing where ads will appear on a partner website or follow you around when you’ve visited a company that’s running remarketing ads. These are also referred to as display advertising.

While Google Adwords is the most popular, you can of course also run PPC campaigns on other search engines such as Bing as well as social channels like Facebook or Instagram.

Why use PPC?

There’s a few reasons to consider PPC for your business.

If you need a boost in search engine results pages (serps) to help your search engine optimisation (SEO) or want to specifically target an audience segment then Pay Per Click advertising (PPC) can help your firm be found. It can help your business stand out in local search results against your competitors.

PPC can be very targeted to your specific audience. Just think of all the information you may have shared online about your age, gender, interests and location, all this and more can be used to market to specific people. 

Unlike a traditional advertising campaign you can continually change online ads to reflect analysis. For instance, with Google Ads you can review regular recommendations for tailoring your ads even further. This means you can add and remove keywords or negative keywords, change the content of ads or snippets to help optimise performance.

Google Ads tips 

  • For your Google ad search campaigns, create more than one expanded text ad so that the best ad can be found.  
  • Create responsive search ads as well as text ads. This enables Google technology to create the best combination of title and text into the ad based on which is performing well.  
  • Structured snippets allow prospects to see a preview of your services. This helps with standout on the search page.   
  • Google display ads also offer a way to reach a wide number of people. These ads show across over 2 million sites, videos or apps – part of a Google Display Network. Ads will appear based on online activity.  

Google AdWords certified 

Each year at Smart Cow Marketing we ensure that we are Google AdWords certified and this year we are now a Google Certified Partner and the only Google AdWords Partner in Croydon.

While gaining the AdWords certification qualification year on year highlights our indepth knowledge and expertise on the fundamentals of setting up and managing successful AdWords campaigns. Being a Partner shows that Google trusts us even more with the support we offer clients.

This is probably one of the most important certifications there is with regards to Search Engine Marketing (SEM) and in particular Pay Per Click advertising. It is an important credential for marketers and one that is not lightly awarded. Receiving a Google AdWords certification means that Smart Cow Marketing continues to be recognised as being experts in digital marketing and PPC. 

PPC agency Croydon

With many marketing tactics whether organic or PPC advertising, we can help guide you. We can provide a tailored digital marketing proposal for your business needs. Book a free consultation.

PPC resources

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