Pay per Click

Pay per click campaigns are where you pay search engines (Google Adwords for example) for your keywords to be listed in what is known as the ‘sponsored listings’ typically the right hand column and first two or three results in the natural listings of the results page.

Every time someone clicks on your link you pay, the cost depending on how competitive the phrase is. So for instance if the phrase was ‘wine tasting in Woking’ you might only pay 4p per click, whereas if your phrase was ‘car insurance UK’ expect to pay a few pounds per click. As you can imagine these clicks can quickly mount up so you have to be careful, but you are able to set a limit to your daily spend.

Why use ‘pay per click’ if you can be ranked in the natural listings for free?

Pay per click campaigns are useful in two instances:

• When you want instant results. Search engine optimisation normally takes 2 or 3 months to take effect, and link building takes about 8 to 12 months before it is rewarded by Google with improved rankings. We normally recommend that if you have the budget you use pay per click until SEO (search engine optimisation) takes over.
• When you have sufficient budget for both SEO and PPC (pay per click).

The Art of Pay per click

The first rule in pay per click is not to use key phrases that people will click on, but not follow through. So if we use the example above of ‘car insurance UK’ a company based in Bristol who are not selling online would be better off using the phrase ‘car insurance Bristol’. This might seem obvious, but millions of pounds are wasted by companies paying for PPC campaigns where their keywords are not properly monitored, analysed, and continuously updated.

Good search engine optimisation companies offering PPC are hard to find, as most don’t have specific expertise in this area, and proper pay per click management is a complex subject which most SEOs don’t want to manage on your behalf.

Pay per click – the service

Taking Google Adwords as an example, the different elements involved in a successful PPC campaign are:

1. Linking your Adwords Account to our account
2. Research the most appropriate keywords for the PPC campaign
3. Categorise keywords into Groups
4. Create specific Ad Groups and Ads within each Group
5. Map Keywords to be targeted for specific Ads within the Group
6. Insert tracking code for Conversion Tracking.
7. Initiate the PPC Campaign by bidding on the selected keywords
8. Track the campaign
9. Continuously optimise the campaign to identify negative keywords, add new keywords, modify ads and thus lower the cost-per-conversion.

We constantly monitor your bids for the different keywords, the click through rate for those keywords, the ROI and other minute details.

We periodically provide you with comprehensive reports regarding the amount of clicks per keyword, individual and average click through rate, the individual and average cost per click and other reports which help us further enhance your ROI.

Pay per click – Pricing

70 key phrase campaign
Setup: £375
Monthly Maintenance (month 2 onwards): £ 50 per month

150 key phrase campaign
Setup: £465
Monthly Maintenance (month 2 onwards): £100 per month

300 key phrase campaign
Setup: £550
Monthly Maintenance (month 2 onwards): £185 per month
On top of this you would of course have to pay each time someone clicked on the link.

We can set up and handle your pay per click campaign using Google AdWords, Yahoo Sitematch (previously Overture) and other smaller PPC engines.

An effective PPC campaign requires constant inflow of money. We design your campaign so as to achieve maximum click through rates (CTR), observe conversion rates over time and edit campaigns resulting in maximization of ROI.