JUST GETTING STARTED?
PPC advertising is an effective way of driving traffic to your website instantly. Organic search can take some time and is a longer-term search strategy, so if you want to start generating more website traffic and leads quickly, then paying for a search engine advert through PPC is the best way to achieve this.
Online advertising platforms we work with are; Google Adwords, Facebook, Twitter, Instagram, and LinkedIn.
Once the campaign is fully setup and ready to go including all data tracking in place, it will need to go through a review process which shouldn’t take more than a couple of hours depending on the platform. Once it has passed the review process, the campaign will be live and you will start driving traffic to your website. We will be able to tell within the first week whether or not the campaign is working for you.
This is a question we have heard many times before. If you have tried PPC and/or Social Media advertising before and it didn’t work then it is most likely that there was a problem with the way the campaign was set up; either (1.) the keywords you were targeting weren’t quite right, (2.) your campaign didn’t have the correct structure, (3.) the ad copy and/or images weren’t right for the target audience, (4.) poor targeting methods, (5.) not enough A/B testing in place. We can analyse the data from your previous campaign and highlight why your old campaign didn’t work, as well as making suggestions on how we would set up your new campaign, should you want to try it again.
We create between 3-5 ads per ad group to test different variables against each other. This includes testing different ad copy, images, videos, CTA’s (Call To Action), ad type, buttons and landing pages. We then copy the most popular ad and create a slightly altered version of this ad to see if it performs better than the original. We repeat this process so that we are constantly optimising and improving the ads.
HOW IT WORKS
Unlike the larger digital marketing agencies, we are independent. This means that we choose how many clients we take on at any given time and you are dealing directly with the agency owner. This will ensure that we give you a much better quality of service and we can guarantee that your ad campaign is being optimised regularly by a dedicated account manager. We pride ourselves on operating a ‘quality’ over ‘quantity’ ethos and our clients enjoy the benefits.
Before we even begin building your ad campaign we like to meet up, grab a coffee and get to know each other. By forming a strong working relationship, it’s much easier for us to really get to know you and your business and how to best represent your brand online.
After an initial consultation to get a better understanding of your business and campaign goals, we undertake a comprehensive campaign planning process to devise the right strategy to target your potential customers and grow your business online.
Our ad campaign planning process is made up of 7 core elements which will ensure we understand your marketing objectives, target audience and your competition. These include:
- Market Research
- Keyword Research
- Competitor Analysis
- Campaign Strategy
- Ad Creation
- Conversion Tracking
As we mentioned before, we undertake a comprehensive campaign planning process to devise the right strategy to target your potential customers and grow your business online. This means that your ad campaign can take up to 2 weeks to go live depending on the number of advertising platforms we need to set up and create content for.
We prefer that all tracking and conversions are in place before we go live as this can also delay the process and affect performance results, therefore, we ask that you can give us access to accounts including your website, Google and Social Media accounts. Alternatively, we can work with your web developer to ensure that the required tracking is put in place.
We don’t currently offer a ‘pay on performance’ option, simply because of the amount of work that goes into setting up your campaign and optimising it at the start to get it up to its optimum performance level. We are very experienced in running online campaigns and it is very rare that a campaign doesn’t work so we are confident that you will get the level of return that you are looking for.
Yes – you will be committing to a minimum 3-month contract. Payment is made monthly in advance. However, if you have a short term project, talk to us and perhaps we can arrange something for you.
Yes, we can take over your current campaign. Depending on how the current campaign has been set up, we may need to rebuild it using the correct structure, however, we can use the data from your current campaign to analyse what is working and what isn’t and we can advise on the best way to move forward.
No, your advertising budget is paid directly to the paid search advertising provider. If we set up a PPC or Social Media ad account for you, it will always be in your name and email address, so that you always retain ownership of the advertising account.
No, we don’t take this approach as we always strive to deliver the most cost-effective paid advertising campaign possible so we just charge a standard rate for the work we do. If the campaign is delivering the results you want and you want to, therefore, increase your advertising budget, we don’t think it is fair that our management fee then increases also.
First, we define the goal of the ad campaign. Then we map your goals to the relevant campaign metrics. We use a variety of analytics tools as well as on-site and off-site actions to measure, analyze and evaluate the overall campaign.
The type of conversion tracking we set up all depends on the goals you set out for your business at the start of the process. For example, if your goal was to gain more website traffic through social media, we will use social media analytics tools such as a Facebook pixel which can tell us how many people clicked through to your website month-on-month. We can get even more defined with our analysis by setting up a range of conversion tracking metrics so we can identify key actions on your website, for example, what pages had the most click-through-rate and how many people completed an action on your website such us a query form fill, call or event registration.
We can help you or your web developer set up a range of analytics tools including Google Analytics, Google Search Console, Google My Business, and Google Webmaster tools to improve your SEO (Search Engine Optimisation) and track valuable data on your website which gives you an in-depth analysis, both internal and external on the performance of your website.
When setting up or managing your Google Adwords account, we will set up a range of tracking metrics including goals and conversions. For example, by tracking actions such as 1 minute-website visits, calls from ads, form fills, cart abandonment, check out success and sales, we can optimise your ad campaign further and increase desired actions. We will also be able to identify which advertising platform works best for your overall campaign and recommend necessary changes.
We can track a wide range of conversion types, from email enquiries and newsletter sign ups, to app downloads, phone calls, video watch time and eCommerce transactions.
As standard, we report on the monthly activity of your campaign which includes a number of key metrics such as impressions, reach, clicks, the cost per click, the average position, the click-through rate and the cost per enquiry. We can however tailor the report to your specific circumstances to ensure that we are providing feedback on the key statistics that matter to you most.
HOW IT WORKS
GOOGLE AD PLACEMENT
Google Search ads appear in the top and bottom four search engine positions and have a small ‘Ad’ label on them so users know they are a paid advert.
There are a number of factors which affect your ad position. The most likely reason is that a competitor has set a higher keyword bid and is willing to pay more per click than your current keyword bids allow. Other factors that affect your ad rank is a low quality score.
Your quality score depends on multiple components such as:
- Your click-through rate (CTR).
- The relevance of each keyword to its ad group.
- Landing page quality and relevance.
- The relevance of your ad text.
- Your historical AdWords account performance.
Not always. In our experience, you can get more value out of positions two or three as the click-through rate is only slightly lower than in the first position, however, the cost potentially is a lot lower. These positions can offer a similar level of traffic for a cheaper cost-per-click.
There could be a number of reasons for this; it could be that your daily budget has run out and your campaign isn’t now showing until the following day. For example, a monthly ad spend budget of €1.000 will show your ad an average of 7 times per day. Therefore the smaller the ad spend budget the less your ad will be served on a daily basis. It could also be to do with the targeting settings of the campaign, for example, if you are searching for one of your keywords outside the targeted campaign locations.
WHAT ARE THE BENEFITS
DIGITAL MARKETING FOR BUSINESS
Outsourcing a digital marketing agency is an effective and efficient way of advertising and growing your online presence if you simply don’t have the time to do it yourself or you are unsure where to start. The benefits of having your ad campaign managed by a team of highly skilled experts include:
- You get outside insight on your business
- Your current team get support
- You are assured of ROI (Return on Investment)
- You gain access to the latest marketing trends and technologies
- You get to focus on the core of your business
- It is more cost effective than hiring an in-house specialist team
- You’re working with a team who have a wealth of experience and insights for a variety of industries
If you have someone in-house managing your social media and you feel they could benefit from extra help and resources, we provide a social media training session whereby through discussion and analysis we give advice on how to plan a strong social media marketing strategy, including the best tools to use and how to utilise each platform your business is on.