Pay Per Click (PPC)

Drive targeted traffic to your website right away with our Pay Per Click service.

The team at Lizard Digital will research and setup paid search marketing campaigns on the most relevant platforms and keywords for your target market. Our approach will usually incorporate Google AdWords, but could also include Google Shopping or Display Network. We’ll also use remarketing techniques to retarget website visitors with adverts. Our paid search campaigns can start delivering traffic to your website and generating a return on your investment very quickly.

Our Paid Search Process

Much like our Organic SEO service, we follow a best practice method to create your Paid Search campaign. Whilst there are many options for Paid Search at Lizard Digital we specifically target Google’s Paid Search Platforms due to returns possible for your business.

  • 1. Initial Consultation

    We’ll need to get a deeper understanding of your business and what you’re looking to achieve through a paid search campaign as well as your clients and why they buy from you.

  • 2. Keyword Research

    From this consultation, we’ll start our keyword research, this can give an indication of the likely cost of a campaign to make sure it’s a viable option for you to deliver the results you need at a price you can afford.

  • 3. Competitor Analysis

    We’ll analyse the companies who already bid on the keywords you want to target and discover additional keywords we can use. We identify the strengths and weaknesses in their campaign and feed that knowledge into the next phase.

  • 4. Website Audit

    We need to make sure that your website is appropriate for a paid search campaign. We want to maximise your sales and enquiries so it’s important that your website looks the part and has all the information a visitor will need for them to take the action you want.

  • 5. Landing Page Creation

    If necessary we can create new landing pages on your website to direct paid traffic towards. These new pages are specifically designed to give visitors everything they need in the form of content, videos, testimonials and enquiry forms to ensure as many as possible ‘convert’ from a visitor into a potential customer.

  • 6. Campaign Setup

    This includes campaign creation on the most appropriate platforms to achieve your results. We will create all Ad Copy in multiple variations so we can test out different messaging and hone in on what will work best. If we’re using the Google Display Network we will create all graphics required and use various target methods to ensure we’re reaching the right audience.

  • 7. Ongoing Campaign Optimisation

    We use various metrics to continually optimise your campaign. We analyse impression, click and ad position data along with conversion data. This helps us to improve campaign performance based on what is most likely to generate that purchase or new enquiry.

  • 8. Reporting

    We will keep you up to speed with performance throughout the campaign and provide a regular monthly report detailing spend, interactions and conversions.

Starter


Management Cost £59.99

  • No Contract
  • Keyword Research
  • Campaign Setup
  • Negative Keyword List
  • Setup Cost – £149.99
  • Suggested Budget – £100

Professional

Most Popular


Management Cost £89.99

  • No Contract
  • Keyword Research
  • Campaign Setup
  • Negative Keyword List
  • Setup Cost – £299.99
  • Suggested Budget – £300

Advanced


Management Cost £179.99

  • No Contract
  • Keyword Research
  • Campaign Setup
  • Negative Keyword List
  • Setup Cost – £599.99
  • Suggested Budget – £600

What is Pay-per-click advertising?

Pay-per-click (PPC) advertising allows you to place adverts at the top of search engine results pages (SERPs) by bidding on keywords relating to your products or services. Your ads appear in the sponsored results when people type your keywords into Google. As the name suggests, you pay every time searchers click on the advert.

Why use PPC advertising?

The main benefits of PPC are that it’s easy to get started, you can try it without making a big investment and you can accurately target people based on really well-defined criteria such as where they live and their interests.

Here’s a summary of the reasons why PPC may be right for your business:

  • You can easily identify and target the potential customers that you are interested in based on the search queries they type into Google.
  • Compared to other forms of digital marketing such as SEO the results are much faster, meaning you can quickly drive searchers to your website.
  • It can be easier to get to grips with than other forms of digital marketing. Everything is managed using a single platform from setup to reporting and fine-tuning your campaigns.
  • Using Google Analytics you can clearly measure your return on investment (ROI), showing how much you’ve spent and whether your campaigns are working.
  • You are in control of your ROI, you can test the water by starting with a small budget and you move quickly to ramp things up if your campaigns are successful.
  • It works alongside other marketing channels including social media, content marketing and SEO. In fact, the information you get from PPC campaigns will help you improve your all round digital marketing efforts and vice versa.

What do I need to know to get started?

To make the most out of pay-per-click advertising it helps if you understand the building blocks that go into making a PPC campaign. Here’s an introduction into some of the key terms that you should be aware of:

  • CPC: Cost per click. This is how much you pay when a searcher clicks on your ad
  • Impressions: How many times your advert is displayed in SERPs
  • CPM: Cost per 1,000 impressions. Advertisers pay per thousand impressions.
  • CTR: Click through rate. The percentage of times searchers click your advert after seeing it.
  • Conversion rate: The percentage of times that your website visitors do what you want them to do such as making a purchase, downloading a helpful guide or subscribing to your email list.
  • Quality Score: Is a measure of the relevance of your keywords and PPC adverts. It is used by Google to determine your cost per click and where your advert ranks against other ads. Factored by the Google Ad system, a quality score is assigned to each of your keywords to measure how relevant it is to your PPC ad and a Web user’s search query.
  • Remarketing: Also known as retargeting, these are campaigns that are used to show ads to people who have already visited your website.

When is the best time to use PPC?

Building an online presence takes time, building a brand that people trust takes even longer. PPC is an excellent way of getting your website seen by searchers without the need to build a social media following or much of the effort that goes into appearing in organic search results using SEO. At Lizard Digital, we recommend that the best way to use PPC is alongside your other marketing activity. However, there are times when you will want to invest more on PPC.

  • To make an instant impact: as soon as your ads are approved they are instantly displayed in search results. This makes PPC perfect for promoting new products or services on your website especially if your website doesn’t appear in organic search results. They are also really effective if you want people to sign up for a trial offer or download a helpful piece of content.
  • For really specific targeting: as we mentioned earlier PPC allows you to be incredibly specific about the potential customers that you want to target. Google calls these audiences and uses category interests to define them. You can tweak these audiences so that you display different ads to different audiences and invest more in the ones that have a better ROI.
  • To double your chances of clicks: Google research shows that even if you have invested consistently in SEO and appear in the top position for a specific search term, you are still only likely to get 50% of the clicks. The other 50% goes to the top 3 sponsored links. So by appearing in both organic and paid search results, you increase your chances of clicks and conversions.

How do I choose a PPC agency?

It’s not about the money, money, money

Well, at least it shouldn’t be all about the money. Some agencies are so focused on budgets that they can forget the bigger picture. Instead, focus on want you want to achieve and work backwards from there. Good agencies will be able to guide you and explain what you can realistically achieve and how much budget is required.

Work with people you get on with

On our SEO page, we suggested that you interview potential agencies just like you would if you were advertising a new role in your team. Ensure that agencies share your vision, they should have done their research and show interest in your business and what you want to achieve. Successful PPC campaigns start with clearly defined goals and agencies should be able to explain in layman’s terms how they can help you achieve them.

What’s in a click?

From a PPC perspective clicks are great but what you really need are conversions. If all an agency is interested in is getting clicks to your website then you need to question why. Especially if you don’t have in-house expertise on how to optimise your website’s landing pages for converting clicks with a call to action (CTA). These points should be covered in the interview stage above where you define your business goals and the agency explains their part to play.