Search Engine Marketing (SEM)

Pay per click advertising with Google Adwords can dramatically increase your website traffic. We will advise you how to set up campaigns with Google Adwords or we can manage your campaign on your behalf.

What is pay per click advertising with Google Adwords?

Google Adwords is a tool used by many website owners to increase the number of visitors to their website by paying Google to rank them higher in their non-organic search engine results. Each time an user submits a search query, using the keywords that you are targeting, your website may appear in the sponsored links on the Search Engine Result Page (SERP). Clearly if your website appears on the first page of search results then you stand a much better chance of someone visiting your website than if you appear on the 2nd page or worse the 300th!

Where do your adds appear?

Your advert and a hyperlink to your website may appear in the sponsored links that are positioned at the side (as illustrated in the diagram on the left) and also at the top of the Google result pages.

How does pay-per-click advertising work?

The system typically works by bidding on keywords and offering to pay each time an user who searches on those keywords clicks a sponsored link to your website. Google Adwords provide you with information including popular keyword searches and how much people are bidding on particular keywords. It also enables you to target geographical locations meaning you can avoid attracting visitors and paying the fee for people who are not from your area but are looking for a local service.

Making the most of your search engine marketing

If I were running an advertising campaign for my Jazz Band in Lincolnshire then I might decide that ‘band’ is my best keyword and would therefore bid more money on that word. However it is also likely to be a popular keyword for many other bands and might prove expensive to bid against - not to mention they might be looking for a band on the other side of the country. With that in mind it is worth considering niche or more specific words and phrases that still target your audience, for example I might use the phrase ‘Lincolnshire jazz band” instead and set my account up to target individuals in the East Midlands area. Your budget will go further with pay per click advertising if you are specific with your keywords and phrases so that you target only those individuals who are potential customers rather than those who are searching for similar content. For example, if I targeted the word ‘band’ for my Lincolnshire jazz band website then I might even receive visitors who were actually looking to purchase a rubber-band, admittedly this is unlikely. However by targeting ‘Lincolnshire jazz band’ I am not only targeting a specific genre of music but I am also targeting a geographical area meaning when visitors access my website I am more likely to be offering what it was they were after. It is also more cost effective to target less expensive keywords and phrases, i.e., those that are less competitive.

How much does pay per click advertising cost?

There are various ways to manage your budget with Google Adwords. For instance you can set a monthly budget and ask Google to suspend your campaign once it is reached. The minimum monthly budget is set by Google at £30.00, however quite simply the more you spend the more times you will appear high in the sponsored links and the more visitors you will get to your website as a result. So with regards to the cost of pay-per-click advertising...you are in control. You should consider that with a lower budget you might not appear everytime high on the SERP’s, especially if your competitors are paying higher amounts for your keywords.

How can we help your campaign?

We can help you by administering your campaign using an account that we already have with Google Adwords. The charge for this service is £15.00 each month in addition to your marketing budget. Alternatively we are happy to talk you through the process and help you get started so that you can manage your own campaign.

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