Pay Per Click

“You are just one click away from success”

Pay per click Ads are used to drive traffic through to our websites using sponsored links.  Google generates 97% of its money through mass advertising and 90% of that is through pay per click.

Pay per click is used with many different platforms with the front runner’s being Google Ads, Facebook Ads, Instagram Ads, Linkedin Ads, YouTube pay per view system, and Pinterest.  Across all of these platform’s, similar principles apply.

Where to start?

Finding the keywords and phrases that best describe your company or the industry your in, is the first thing we need to discover.  These chosen keywords will trigger your Ad when someone clicks on them, and will in turn rocket you to the top of Googles rankings.  PPC Ads will always be positioned above organically ranked websites in the Search Engine Results Page (SERP).

We can choose to use 1 word to trigger an Ad or 20, the choice is our’s but we don’t want to drown out our keywords.  Each of these keywords will have volume of how many times they are searched in Google per month.  So the more words used, the higher volume we will accumulate which means we wouldn’t be pinpointing the keywords for your industry.  We can also research your competitor’s keywords to work out why they are top, and examine whether they would impact our Ad.

Once we have chosen the keywords to suit us, we can then write the content for your Ad.  The Ads can contain three lines of text, a line of 25 characters, two lines of 35 characters, and a link.  The link could direct the user to your website, prompt them to call your business, send an email, or send them to your gallery.  If you are using a review page for your company, that can give you a 5-star rating, then this can be added to show users that your company is trusted and could give them more reason to choose you.

We then set your daily budget which Google will not spend over that amount, you set the geo-location of area’s you want to be targeting, along with age’s, occupations, and even whether you want mobile-only users to see your Ad.  When targeting there is 4 parameters that you can set and control to trigger your Ad.  These are-

  • Exact match – A potential client has to type the EXACT keyword that we have set.
  • Phrase match – The keyword is enclosed in quotation marks like “digital marketing”.  Google will match your Ad with “best digital marketing agencies” or “What is digital marketing”.  The results will NOT SEPERATE the keyword phrase words.
  • Broad match – Google will trigger your Ad for similar phrases but has no symbol designation.  This could give a larger audience because it is not so precise, but would this larger audience necessarily mean the CORRECT audience?
  • Broad match modifier – Google triggers your Ad for close variations to your keyword phrase.  You can add a + sign in front of your keyword and Google knows that that word can be ANYWHERE in that in a search query.  +digital +marketing can put you in queries such as “digital or online marketing?”.



Why PPC?

PPC campaigns are basically an auction system where the more you are willing to pay for cost per click (CPC) the higher up Googles rankings your Ad will go.  You may have to change your Ad through time to test and experiment what is working for you and what is not.

Pay per click can be setup relatively easily and you could be ranked at number 1 within a day where as SEO could take months to organically rank your company.  If you are willing to invest constant funds into your PPC and you are getting a return on your investment (ROI) then this works for some businesses.  More advantages of PPC are the fact that you can’t lose ranking if Google implements new algorithm’s where as an organically ranked site could drop dramatically.  You will also get lots of data and analytics of your campaign so you can change and modify accordingly.


Why not PPC?

Pay per click can be a very expensive channel to advertise your services.  The results are instant, but at what cost to your company.  SEO generally is less expansive but can take months to see results.  With that in mind, 27% of the public see PPC as being relevant.  That is leaving 73% of the public who will naturally scroll past PPC on a SERP and head straight for the trusted, organically ranked website that has taken months of effort to belong at the top spot.

You have to keep a daily and weekly check on any PPC campaign which could take a lot of your time when you should be using that time actually working.

Where PPC is an auction-based platform, competition is very strong and bidding battles are normal.  The prices of clicks are changing from hour to hour, day to day and if you’re not competing then your daily budget may not even be having any impact essentially wasting your money.

Google have PPC rules set up to prevent fraudulent clicking.  This is when your competition can use automated clicking on your Ad, effectively draining your funds dramatically.


So now you have some background information on PPC, we hope this page can help you decide whether PPC is beneficial for your business.  Please contact Universal Digital LTD via the contact form below or call us on +44 7384 595408 to talk to us about setting the correct strategies to your targets.

Universal Digital LTD

17 Byron Way


Middlesex, UB4 8AT

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