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What is PPC?

05/03/202406/09/2023 by scmarketing

PPC is probably a term you’re all familiar with, it’s a bit of a buzz word, but what does it actually mean and how can it help your business attract customers?

PPC stands for pay per click. PPC is advertising online usually via search channels such as Google or social media platforms such as LinkedIn or Facebook. The reason it’s called ‘pay per click’ is that as an advertiser, you pay these channels direct each time someone clicks on the ad.

Why conduct a PPC campaign?

If your website is not being viewed in the natural search engine results pages (SERPs) you can give it a little nudge with a paid campaign. For example, if you set up a Google ads campaign your ad will appear on the first page of the search results with the little Ad icon beside it. So, when a prospect searches for a certain term the results delivered include the Ads as the top results.

In terms of budget needed to conduct a campaign, the higher the search volume, this will impact on you as an advertiser as you will need to pay more. However, Google Ads will give you the chance to be seen amongst your competition on the first page of Google.

Is PPC right for my business?

There’s no one size fits all solution. As with any digital marketing activity, you firstly need to understand your goals and your target audience. Then you can ascertain what mix of digital marketing is right to achieve the results you want. Understanding your goals will ensure the best return on investment for successful PPC campaign.

Whether that’s gaining more enquires and leads, or encouraging downloads of a new industry report, design your PPC campaign with the end goal in mind. This will affect how and where you place your ads.

It’s worth bearing in mind that the top three paid advertising spots get 46% of the clicks on the page. While, PPC Ads can boost awareness by 80%.

Top tips for
implementing your PPC campaign

1. Be specific

Most PPC campaigns have a limited word count, so be clear and get to the point. Use keywords for a quality score. Advertising campaigns that are very specific to the product and price are much more successful than general product and service ads.

2. Test your ads

Perform AvB testing. Sometimes the same advert has different results in different geographic areas, so keep testing and refining the ads for the best results.

3. Landing pages

Placing thought into the landing page where visitors will click through to is essential to avoid people leaving your website quickly which will affect your website bounce rate. Make sure the content is specific to the ad and your target audience. It can also be worthwhile creating a specific landing page for a PPC campaign.

A PPC campaign is a great way to enhance your search engine optimisation (SEO) and overall inbound marketing strategy. This digital marketing tactic can give your website a boost and is certainly something you should add into the mix when discussing your marketing strategy.

PPC marketing, Croydon

We are specialist digital marketing agency in Croydon, providing PPC marketing, website design and SEO services. If you’re currently account managing a PPC campaign and would like some help to make this successful or would like to discuss a new paid search campaign then get in touch and let us help you navigate the digital marketing world.

Are You Part of the PRADA Marfa Club?

04/27/202304/27/2023 by scmarketing

Hey there, fellow business owners! Today, I want to talk about a topic that should be near and dear to your heart – your website. Let’s talk specifically about the infamous Prada Marfa “shop” in Texas and what it can teach us about the importance of having an engaging website.

For those of you who may not know, Prada Marfa is an art installation that looks like a small luxury boutique.

From the outside, it’s a beautiful sight to behold, and anyone who stumbles upon it can’t help but be intrigued. But as soon as you step inside, you’re hit with an underwhelming surprise – there are no prices, no salespeople, and no vibe to speak of.

Website Design

This is the perfect analogy for what can happen to your website design if you don’t invest time, effort and resources into making it attractive and user-friendly. Sure, you may have a gorgeous homepage that catches people’s attention, but if the rest of your site is barren and uninspiring, visitors will run for the hills faster than you can say, “Welcome to our site!”

Think of it this way. If you step into a store where it’s hard to find anything, you’re unsure of the prices, and you’re not sure of the product information, would you stay there? Of course not! It’s the same with your website. You want to make sure your website is engaging and informative to your visitors, so they are more likely to stick around and convert into customers.

Now, let’s talk about the importance of Search Engine Optimisation (SEO), PPC (Pay Per Click) ad campaigns, and marketing. Imagine Prada Marfa in the middle of the desert – it’s a stunning art installation, but it’s not in the right location to get traffic from potential customers. In the same way, without proper SEO, PPC, and marketing efforts to promote your website, it’s like you’re operating in the middle of nowhere, with no traffic or potential customers.

But fear not – there is hope! Smart Cow Marketing can help you build an attractive website that is sure to get traffic. A website that performs like Bond Street, rather than being lost out in the virtual desert. With our help, you can connect with customers, achieve sales targets and take your business to the upper echelons.

Your website is critical to the success of your business. Take a step back and evaluate your website’s user experience, if it needs work, invest the time and effort to improve it. Remember, just as Prada Marfa needs a makeover on the inside to match its striking exterior, your website needs a perfect balance of design, content, functionality, and optimisation to engage visitors and convert them into loyal customers.

A pick ‘n’ mix approach to driving web traffic

04/19/202310/10/2022 by scmarketing

Creating a website is only the first step in driving traffic to your online business. You also need to promote your site to ensure that potential customers can find it.

There are a number of ways to do this, and the most effective approach will vary depending on your business and the products or services you offer. However, there are some general tips that can help you to get started.

Make sure your site is SEO-friendly. This means using the right keywords and tags so that your site appears as one of the top results when people search for relevant terms.
Register your site with search engines such as Google and Bing. This will help potential customers to find your site when they search for relevant terms.
Creating informative blog posts, helpful videos, or useful infographics can help to attract attention and encourage people to visit your site.
Use social media to your advantage. Promote your website on platforms like Twitter, Facebook, and LinkedIn. However, do a little research first to make sure that your target audience are using the platforms you intend to spend time writing content for. Use hashtags and post links to relevant articles on your website or infographics to get people interested in what you have to offer.
Pay-per-click (PPC) advertising can be an effective way to drive traffic to your site. By placing ads on popular search engines such as Google or Bing, you can put your site in front of potential customers who are already interested in what you have to offer.
Collaborate with other businesses or influencers in your industry. For example, you could guest blog on another website – this is known as link building and helps to create quality links back to your website. This helps guide search engines to show that you are an authority in your field. Or perhaps you can offer a discount to visitors from a partner’s site.
Make sure your website design is easy to navigate and visually appealing. If people can’t find what they’re looking for or if your site is difficult to use, they’re likely to ‘bounce’ quickly away from your website. Take the time to create a user-friendly experience and you’ll be more likely to convert visitors into customers.

Digital marketing mix

By following adopting a number of digital marketing strategies, you can help ensure that your website gets the traffic it deserves. You should start with these simple tips and then explore ways in which they could be expanded or modified depending on the results your experience or feedback from clients.

Watch: SEO tips to get your website seen

04/07/2022 by scmarketing

Search Engine Optimisation or SEO is about increasing traffic to your website through improving its ranking on search engine results pages (SERPs).

Keywords are an important aspect of SEO, the reason being is that when you type something into a search engine such as Google, it’s usually words associated with what is being looked for rather than a website name.

SEO is about using the relevant keywords throughout content on webpages to help improve your position in the search engine results pages.

SEO is also about original, relevant and consistent content as search engines will prioritise this in its search results.

The quality of links; links both to other relevant pages on your website, or links to external websites are also important as it helps with ease of navigation for both people and search engines. Plus external links help indicate your websites authority.

Completing some technical SEO on the backend also helps such as meta descriptions and optimised images.

SEO is a long-term strategy. At Smart Cow Marketing we provide a free consultation to review your website and suggest what digital marketing strategies will work for you.