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How PPC can help business owners attract staff

08/19/202208/18/2021 by scmarketing

With job ads on the rise for some sectors by over 19% (according to Recruitment & Employment Confederation), how can a business owner boost the reach to cut through the noise and reach prospective applicants?

Conducting a Pay Per Click (PPC) campaign can help businesses create a truly targeted advert to promote the job role and convert to enquiries.

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

The most common form of PPC service 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.

So, if someone is looking for a job in a certain role and location, they will type that into Google and this is where the ads that are relevant will appear at the top of search.

While Google AdWords is the most popular, you can of course also run PPC campaigns on other search engines.

Be targeted

When you create your ad 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 well rated.

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.  

Add specific locations to your ads so that it targets people looking for jobs in that area.

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 or remove keywords or negative keywords. You can change the content of ads or snippets to help optimise performance. Insight also includes number of impressions, click through rate, conversions and cost per acquisition to measure return on investment.

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

Whether you’re looking to recruit at your company or want to promote your services and products to your target audience, a Pay Per Click ads agency (PPC) can help your firm be found and to stand out in local search results.

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.

7 Website landing page tips

08/19/202205/17/2021 by scmarketing

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.

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.

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.

What is PPC and why use it?

03/02/202102/17/2021 by scmarketing

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

Why create specific landing pages?

12/03/2020 by scmarketing

In this blog, we give you an overview of why you should consider creating specific landing pages when you set up a Pay Per Click (PPC) ad campaign.

What is a landing page?

Firstly, let’s clarify what a landing page is. A specific landing page is about helping to get you more 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. Whatever you choose for your landing page the offer has to be good and provide a reason for people to hand over information.

How a specific landing page can help your PPC campaign

For a PPC campaign to be successful it’s about having the right copy in your advert in the first instance so that prospects click the link to your website. Then once on your website it’s about keeping that potential customer there for as long as possible.

This is where a specific landing page can help your campaign. The page is a place where your prospects will learn to trust your brand and be inclined to read more. So, be relevant to the advert that has just been clicks on that leads to your website. This way you are more likely to keep them on your website for longer. Your content should be insightful, offer tips and advice.

What your landing page should look like

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

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. And, provide a clear call to action.

Be image led

An image helps to convey your brand and help to illustrate what the content of your landing page is about.

If you have video content then this is great for engagement but only if it’s relevant to the content of the ad. If it is, then place this towards the top of the page.

Lead 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.

Call to action

Make a bold and colourful call to action with clear instructions about what you want the visitor to do. Depending on the purpose of your ad and its call to action will be dependent on what you offer on that page. It may be useful to add a relevant download, ebook or discount to help build that trust further.

Remove menu navigation

With a specific landing page, we advise to remove the main menu from sight so that the visitors focus is purely on the action you want them to complete on that page.

Mobile optimised

Remember to optimise your specific landing page for mobile. The last thing you want is less leads because it isn’t suitable for viewing on mobiles.

Landing page layout

The following layout is best practice to follow:

Headline
Image
Lead capture form
Call to action
Relevant content

PPC agency Croydon

We’re a digital marketing agency in Croydon. With many marketing tactics whether organic or PPC advertising, we can provide a tailored marketing package to help you generate leads for your business. Book a free consultation.