pay-per-click
get your brand in front of people who want what you have to offer
The ultimate goal of all digital marketing is to get leads coming in from people who are interested in buying what you have to offer. Pay-per-click search advertising, when done properly, is a great source for these types of leads because buyer intent can be identified from the words and phrases that people type into the Google search bar.
At The Online Department we employ a range of effective strategies to make sure you are among the leading results when someone searches on Google for your product or service – at a cost that is profitable for you. We start by understanding your business and target audience, and research the keywords that are of most value to you. We then use all our copywriting flair to create killer ads, constantly testing ads against each other to separate the wheat from the chaff.
Getting your business in front of someone at the very moment they are actively looking for what you do can be a real game changer. Contact us today to see how we can get the leads rolling in for you.
getting the fundamentals right is key
Your campaign objectives, target audience and bidding strategies all play a critical role in the effectiveness of every pay-per-click campaign.
objectives & targeting
Once your campaign objectives are determined, we fine-tune the targeting settings to best suit your business goals. These settings include features like which audiences, devices, locations and schedules your ads are going to show up for.
bidding strategy
We employ the most relevant bidding strategies for each campaign’s goals based on factors such as ad performance, competition and budget, to ensure bids are both competitive and effective. These can be optimised to maximise ROI.
ad creation
We are well versed in the right language to use when writing ad copy. Ads that are most relevant to their target keywords and landing pages enjoy better click-through rates are rewarded with a lower cost-per-click and higher ad positioning.
What makes a great Pay-Per-Click Ad?
Keywords
Keywords, which in essence are what people type into Google when they’re searching for something, are the heart and soul of search advertising. We find out what keywords are most valuable for your business goals and optimise everything around them.
Landing Page
Optimised landing pages aren’t just an important part of search ads, they’re essential. An effective landing page will improve conversions and lead to a higher ROI. We can ensure your landing pages do the job they were designed to do.
quality score
Quality Score is Google’s rating of the quality and relevance of both your keywords and ads, and has a huge bearing on the cost and effectiveness of campaigns. We can optimise your Quality Score to reduce you cost per click and increase your SERP ranking.
campaign
management
Getting your ads up and running is only the beginning of the story. The longer your campaigns are running, the more data your account is gathering, the more you can see what’s working and what’s not and therefore focus your energy (and budget) on your best performing ads. This is why we recommend that businesses give their pay-per-click campaigns a minimum four-month trial period during which we continuously optimise their campaigns. After this time, if a campaign is not returning an acceptable ROI, just discontinue the campaign!
No matter how much thought you put into it, you will never be able to guess every single relevant keyword that people will use when talking to Google. We continuously look at a variety of analytics tools to discover relevant new keywords and add them to your campaigns, which will expand the reach and effectiveness of your campaigns.
Negative Keywords are essentially keywords you tell Google that, if someone uses one, then you don’t want to be involved in that ad auction. They are just as important as keywords to the success of your campaign and, just like keywords, you will never be able to guess every single one. We continuously optimise your campaigns by adding negative keywords to your keywords list to improve campaign relevancy and reduce wasted spend.
The bottom line for everything in search advertising is profit, and while every keyword costs a different amount when clicked, it is the profit that each keyword generates that determines whether it is valuable or not. With time and data, we can see which individual keywords are making profit and which ones aren’t, and only keep the ones that are bringing in the money.
Sometimes it’s the smallest details in an ad that can make the difference between it being successful or not, and you will only discover what works most profitably by testing, testing, and more testing. We continuously A/B test our ads to find the most effective ones, helping us to streamline your campaigns into profit-making machines!
