For the confused executive or business owner who laments the fact that they know 50% of their advertising is working, but they just can’t pinpoint which 50%, Adwords Marketing is a thing of measurable beauty. In Pay-Per-Click (PPC) campaigns, virtually everything can be measured, analysed and improved.
There is consistent debate on the usefulness of pay per click services versus organic SEO, mostly surrounding searchers' preference for unpaid listings. At magico.ie, we recommend PPC campaigns in two broad circumstances – when an organisation is in the early stages of building its organic presence but must be on page 1 in the search engine results pages OR when a shop or information site is targeting a large number of “long tail” search terms that are difficult to build into on-page content.
Our PPC campaign management services include the following:
Keyword Research
Along similar lines to the research conducted for SEO, Magico.ie uses a number of industry-leading tools to ensure our clients’ PPC marketing campaigns are targeted at the most effective (both from a cost and click perspective) keywords.
Ad Copywriting
With all of the major PPC platforms implementing evaluation techniques similar to Google AdWords Quality Score, effective copywriting is more important than ever. Basically an ad’s Quality Score combines all elements – keywords, bids, ad copy and landing page along with historical clickthrough rates on the ad to judge that ad’s quality versus competing ads. The higher your QS, the lower your cost-per-click charges.
Aside from technical elements such as campaign optimisation, effective, compelling copywriting is also extremely important for attracting the eyes and clicks of searchers.
Landing Page Optimisation
As mentioned above, optimised landing pages are one of the aspects included in Quality Score measurement. A landing page is the webpage a visitor is taken to when they click through a PPC advertisement.
All research shows that the more relevant a landing page is to the message or offer conveyed in the ad, the higher the conversion rate. Common sense, right? Yet we never cease to be amazed at how many ads clickthrough to a site’s homepage, forcing the visitor to navigate through layers of content to find the offer they chose to click on in the first place.
Not only to these campaigns waste money on exasperated visitors, they are paying above the ads because of their low Quality Score. Magico.ie helps clients target their ads by pointing to the most relevant landing page content, recommending when and where to add or tweak pages to maximise their impact on conversion.
Testing & Measurement
As referenced in the introduction to this page, practically everything in a PPC marketing campaign can be measured, which means everything can be tweaked and amended until campaigns are delivering the required results.
We provide comprehensive reporting to our PPC clients, including not only reports from within the PPC platforms themselves, but also integrating campaigns into broader analytics packages so paid search can be stack ranked against other online marketing techniques such as SEO, email and banner advertising.
Magico.ie offers the following suite of Online Marketing Services:
Allow our team of specialists to access your PPC marketing requirements today.