Pay-Per-Click Management. New Advertisers FAQs

We don't currently offer a 'pay on performance' option, purely because of the amount of work that goes into setting up your campaign and optimising it at the start to get it up to its optimum performance level. We are very experienced in running online campaigns and it is very rare that a campaign doesn't work so we are confident that you will get the level of return that you are looking for. 

There is no minimum contract length, so once the campaign has started, if you feel that it isn't working for you then you can cancel at anytime. 

Yes, we can take over your current campaign. Depending on how the current campaign has been set up, we may need to rebuild it using the correct structure, however, we can use the data from your current campaign to analyse what is working and what isn't and we can advise on the best way to move forward.

Paid adverts appear in the top four search engine positions and have a small 'Ad' label on them so users know they are a paid advert.

The most likely reason is that a competitor has set a higher keyword bid and is willing to pay more per click then your current keyword bids allow. 

Not always. In our experience, you can get more value out of positions two or three as the click through rate is only slightly lower than in first position, however, the cost potentially be a lot lower. These positions can offer a similar level of traffic for a cheaper cost-per-click. 

There could be a number of reasons for this; it could be that your daily budget has run out and your campaign isn't now showing until the following day. It could also be to do with the targeting settings of the campaign, for example, if you are searching for one of your keywords outside the targeted campaign locations.

The cost-per-click will depend on both the industry and the location, as well as the competition for your chosen keywords, and can range from anything between £0.10 and £10.00 per click. During the keyword research phase, we can advise on what the cost-per-click is likely to be, however, we will always set it at a level you are comfortable with so you are not paying too much per click.

We always aim to deliver the highest quality traffic at the lowest cost-per-click. Certain external factors like seasonal trends and levels of competition can drive up the cost-per-click, however, historically, our clients have seen their cost-per-click reduce over time.

Once your daily budget has been spent your adverts will stop showing until the following day. It is important to understand, however, that your daily budget is also tied to your monthly budget, so if your daily budget has run out, yet you are still under your budget for the month, your adverts will continue to show (effectively borrowing budget from quieter days when you didn't spend all of your daily budget). 

No, your advertising budget is paid directly to the paid search advertising provider. If we set up a PPC account for you, it will always be in your name and email address, so that you always retain ownership of the advertising account. 

During the keyword research phase, we can advise on the likely cost-per-click and using this data, we can recommend a campaign budget for you.

No, we don't take this approach as there is no incentive for us to lower your cost-per-click and your overall spend. We always strive to deliver the most cost effective paid advertising campaign possible so we just charge a standard rate for the work we do. If the campaign is delivering the results you want and you want to therefore increase your advertising budget, we don't think it is fair that our management fee then increases also. 

It depends on how competitive your brand name terms are. If you have a unique brand name that no-one else has, then it is likely that your website comes back in first position in the organic results without any competition. If your brand name is similar to that of other businesses or it is a keyword specific term then it is worth setting up a dedicated brand name campaign to make sure that users always find you and not one of your competitors instead. 

Negative keywords are used to exclude your adverts from showing for non-relevant keywords, or keywords that won't result in a sale. For example, if your business provides office space for rent and you want to target the keyword 'office space', you might want to include negative keywords such as 'for sale', 'calculator', 'comparison', 'reviews', 'free', 'blog' etc. You may also want to exclude other terms where a user might be searching for the 1999 movie 'Office Space', like 'trailer', 'movie', 'cast', 'soundtrack', 'quotes', 'youtube', 'netflix' etc. 

You can include your phone number and contact details as an advert extension. With a limited number of characters available in your advertising text, you should use this space to sell your product or service and its benefits to the user. 

As standard, we create two adverts for each Adgroup in the campaign so that we are able to test the sales messages against each other. So, if you are a service provider who offers 10 different services and covering five different areas, the result is 50 different Adgroups with two adverts in each, with 100 different adverts in total.

As mentioned above, we create at least two adverts per Adgroup see that we can test different sales messages against each other. We then copy the most popular advert and create a slightly altered version of this advert to see if it performs better than the original. We repeat this process so that we are constantly optimising and improving the adverts. More information about the split testing process can be found here.

There are many different paid advertising options, depending on your business objectives. We can setup and manage traditional keyword campaigns on search networks, banner advertising campaigns on display networks, eCommerce advertising campaigns on shopping platforms or video advertising campaigns on Youtube and other video websites. 

This is known as 'remarketing' and is setup via an advertising display network. Remarketing campaigns work by an advertiser placing a tracking cookie on a user’s machine once they have visited their website. The user is then followed around the internet by banners from the same advertiser as a way to entice them back to the website to complete an enquiry or purchase. If this is something you would like to run on your website, please contact us today to find out more about remarketing campaigns. 

Adverts on Google Shopping are powered by a combination of Google Merchant Centre and Google Adwords. If an online retailer wants to list their products on Google Shopping, they need to create a product feed from their website, which is then managed by Google Merchant Centre. Google Adwords is used to set up the shopping campaign, importing the products from Google Merchant Centre so that you can manage the product bids in a similar way to that of traditional keyword bids in Google Adwords. If you want to find out more about how to get your products on Google Shopping, please contact our team today.  

Whilst the majority of campaigns we manage are via Google Adwords, we also have many years of experience in setting up and managing campaigns on the Bing and Yahoo network. We have found that Bing and Yahoo are particularly good at targeting certain demographics and as these platforms aren't as competitive as Google, the cost-per-click tends to be cheaper too. 

We can track a wide range of conversion types, from email enquiries and newsletter sign ups, to app downloads, phone calls and eCommerce transactions. To find out more about our approach to conversion tracking, please click here.

Your Return On Investment (ROI) can be measured by the metrics we set out to track at the beginning of the campaign. If you are an eCommerce retailer, it is quite easy to analyse the advertising spend versus the revenue achieved through PPC to calculate your ROI. If you are a service provider, we can discuss with you how much an enquiry is worth to your business and the rate at which leads are converted to sales and then we have a benchmark to work towards. We can report on the number of enquiries and the amount spent on advertising to work out your cost per enquiry and cost per sale so you have a better understanding of your ROI. 

As standard, we report on the monthly activity of your campaign which includes the number of clicks, the cost per click, the average position, the click through rate and the cost per enquiry. We can however tailor the report to your specific circumstances to ensure that we are providing feedback on the key statistics that matter to you most.