Here at i3MEDIA, we specialise in all aspects of web design and digital marketing. We help a wide range of clients across different industries make the most of the web to aid brand awareness and generate leads, and one way we do this is through Pay Per Click (PPC) advertising.
Our team recently helped one of our clients achieve exponential growth through a targeted PPC campaign, generating more than £42,000 of sales from a spend of just £3,700 over a 12-week period. That means our client made £11.23 for every pound spent on the campaign.
Our client, a florist based in Edinburgh, and our team were equally as thrilled with the results because they showed that the digital marketing campaign was working. In a year such as 2020, when lots of small businesses have been heavily affected by factors outside of their control, this was a welcome report.
If you’re new to advertising and want to see what PPC through i3MEDIA can do for your business, keep reading.
You’ll be able to see whether your ad campaign is successful by looking at your conversion rates. For our client, we managed to yield a 2.17% conversion rate for their general campaign, but we also implemented a Christmas ad campaign which – from the start of September to the end of November – resulted in a 3.99% conversion rate. From the general campaign, over 69,700 clicks were made from the ad through to our client’s website, and over 5.2million impressions were obtained.
Impressions are counted by how many times an ad is shown on Google. This means the keyword research and strategic ad content we implemented for our client resulted in their ads being ranked and shown on Google over five million times. From this, there were over 1,500 conversions (sales) from PPC ads alone, and this contributed to the £42,000 revenue at the end of the campaign.
Another good way to measure the success of a campaign is through the Conversion Value Per Cost (CVPC). This is calculated by dividing the revenue by the amount spent. For our client in their general campaign, we achieved an £11.23 CVPC. This means for every £1 they spent on the ad campaign, they got £11.23 in return which is a very favourable conversion.
We monitored our client’s campaign to see how it was performing. In doing so, we were able to see which keywords worked and which weren’t worth pursuing, therefore maximising the return on their investment by bolstering their chances of success with each ad.
What is PPC?
PPC is an essential part of any digital marketing campaign. In simple terms, PPC allows your business to advertise at the top of a Search Engine Results Page (SERP), such as Google, using a bidding system. This means you bid on relevant keywords that correspond with your industry, products, and services in order to have your website appear as the first search result.
By being on the first page you’re more likely to generate clicks and get traffic to your website. Traditionally, businesses appear on the first page of Google through organic Search Engine Optimisation (SEO).
In competitive industries, such as the one our client operates in (floristry and chocolate gift hampers), getting a website to rank organically can be hard. Whilst it’s still an important factor to work on, this is where PPC can help.
According to Wordstream, over 41% of clicks go to the top three search results (which are typically ads) when they are actively looking to purchase an item online. By comparison, just 8.9% of people click on the top organic search result (the first result that isn’t a paid ad). For this reason, more and more businesses are utilising PPC ads to generate sales.
Our client came to us wanting to increase their brand awareness and generate more online conversions for their brand. With this in mind, we decided that PPC would be a good route to take as it would expose their business to potentially millions of people, therefore increasing the likelihood of a sales conversion.
How Does PPC Work?
PPC isn’t quite as simple as paying lots of money to appear right at the top of Google; ad optimisation also plays a role. In order for our client to have a successful PPC campaign, we worked with them to pinpoint their preferred keywords based on their products, as well as adding our own suggestions.
In the case of our client, operating in a highly-competitive and saturated industry, we conducted in-depth research into the keywords that apply most to their business. We looked at the keywords with the highest conversion rates within their industry, as well as a range of other keywords and phrases that are relevant to what their customer is searching for.
When the best keywords have been determined, a budget is then required. This means you can decide how much you want to spend on each keyword and pair them with relevant ads. The amount you spend factors in to whether or not your ad is chosen in the bidding process, and if so, whether it’s going to be in position one, two or three.
To help our client achieve the top ad ranking position on Google, we optimised all their landing pages and refined their content. By choosing relevant keywords, setting a reasonable bid and creating optimised landing pages, we enabled our client to have a high ad ranking and therefore get the bulk of the clicks for specific searches.
How We Can Help You
If you’re looking to get started with PPC advertising on Google, we can help. Our team of experienced digital marketers will work with you to create an effective plan of action by targeting keywords relevant to your business, industry, and customers.
We offer a range of different packages depending on your needs because we know e-commerce and online advertising isn’t a one-size-fits-all. So, if the above plan of action doesn’t sound right for your business, don’t fret – we will have something for you.
If you’re interested in our PPC campaigns, SEO work or our web design services, please get in touch with us today.