Pay Per Click Advertising Campaigns
Generating Visitors To Your Website

Pay per Click (or PPC) adverts are text adverts that are displayed in a ‘sponsored listings’ section when a visitor to a search engine searches for a specific word or phrase.

There is a separate area (usually on the right hand side) on search engines results pages that show sponsored links to websites that are relevant to the terms being looked for by the person performing the search.

Recent estimates suggest that Pay Per Click Adverts accounts for around 20-25% of all traffic to websites from search engines and so it is crucial that you consider how this important marketing activity can help your business. Touch Marketing & Design can create and manage your PPC advertising campaigns leaving you with more time to focus on your day-to-day responsibilities.

Benefits of PPC
The main benefit of Pay Per Click advertising is that it is highly targeted – you select the keyword(s) and/or phrases that relate to your product or service and your potential customers will see your advert(s) at a time when they are searching for the product or service you are offering.

When potential customers search using particular keywords they are naturally looking for something in particular – and if your website is listed, then they will see the services you offer alongside the natural search results they have requested.

Costs of PPC Campaigns
This form of website promotion is highly cost-effective, and is also fully measurable as you only pay a fee when the searcher visits your website – (this is where the name ‘Pay Per Click’ comes from).

Normally, the more you bid for a keyword or phrase the higher in the results your advert will be placed. The more competitive the phrase is (ie. the more popular the industry or keyword is or the more advertisers wishing to advertise) the higher the cost per click.

It is possible to control precisely how much you are willing to pay-per-click on each individual keyword within your campaign. It is also possible to dictate the position in which your adverts will be displayed.

The end result is the highest possible return on investment (ROI) for your online marketing budget. It is possible to have many campaigns running simultaneously and you can closely monitor the effectiveness of each campaign to see how each advert performs.

How We Can Help
This type of search engine marketing is highly flexible – whatever your budget – and it is possible to set hourly, daily, weekly or monthly budgets and so however much you wish to spend, Touch Marketing & Design can help to develop your campaign to ensure you get the best possible return for your investment.

Our team of PPC experts do the work manually to ensure the campaigns work effectively to provide the best possible return on your investment and we can make alterations immediately – we’re on hand to help by adjusting bids or keywords and whilst this is time consuming, it often saves considerable amounts of money. In fact, many of our clients have pointed out that small management fees actually pay for themselves in saved expenditure.

Our standard service
We offer a range of services to help and these include:

    > Keyword / phrase research and selection
    > PPC campaign setup
    > Professional copywriting for each advert
    > PPC campaign tracking and monitoring
    > Campaign performance reports
    > Ongoing campaign management and adjustment

PPC Campaign Tracking
If required, we can create online tracking codes within your site that will allow us to track visitors to your site via the paid-for search terms. This allows us to monitor each visit (and the subsequent behaviour whilst on the site) then by analysing the data, we can adjust campaigns as required, to maintain the best possible return on in investment. Tracking codes are vital for online shops so that the number of purchasers can be recorded or for sites where there is a goal such as obtaining new customers or visitors.

Tracking analysis also provides the cost per sale, which calculates the number of times the advert has been displayed, the number of times the advert has been clicked, the cost per click and the number of purchasers or subscribers. This information will become critical to your online advertising strategy.

Reporting
We provide detailed reports covering a range of information including:

    > Number of times your PPC advert has appeared
    > Number of clicks and the % ratio comparing clicks to views
         ie. how your adverts are performing
    > The cost per click
    > The spend per period
    > The average position your adverts achieve
    > Conversion rates where applicable
    > We also provide recommendations for continued improvement
         of each campaign.

This information provides the details you need to assess spend and return on investment (ROI) for all your PPC campaigns, to ensure you get the most relevant information for you, your site and your campaigns.