PPC Advertising Cornwall | Channel Digital

Pay Per Click (PPC) Advertising

Web marketing & PPC advertising

The world of advertising and marketing is changing. As more and more consumers are turning to the internet to research and buy their products, its significance continues to increase. Online advertising spend in the UK alone is estimated to reach £5bn for 2012 (4% growth on the previous year), whilst 2011 saw year-on-year growth of 14.4%.

At Channel Digital, we have significant expertise in the optimisation of online marketing campaigns to generate strong ROI for our clients

We ensure that your web presence is a seamless, efficient and profitable arm of your business. This includes driving traffic to your site through organic search techniques alongside PPC advertising, then giving the user the most entertaining and useful experience while they are on your site.

Our approach is to treat each client individually, finding out what works best for you, so we can:

  • Take full responsibility for creating and managing your PPC campaign
  • Work alongside your in-house advertising and marketing departments
  • Work with your traditional external agency
  • Provide training and consultancy in PPC marketing 

Google AdWords and other PPC channels provide the opportunity to:

  • Instantly attract accurately targeted traffic to your site
  • Geographically target your audience
  • Limit and track costs
  • Harvest detailed information about your web site's conversion rates
  • Calculate the exact cost-per-sale
  • Attract more sales

Other popular programmes include Microsoft Ad Centre, but with Google commanding something like 90% of market share in the UK, that is normally the first place to focus your attention and digital marketing budget.

 Advanced AdWords

AdWords works seamlessly with other Google products, including Google Analytics and Google Webmaster Tools.

Other activities which we often undertake to improve the effectiveness of your campaign are:

  • Keyword research
  • Landing page authoring and optimisation
  • Advanced Analytics set up, including goals, segmentation, and custom reporting
  • Analytics tracking including link tracking and cross-domain reporting
  • Automated monthly reports
  • Content Experiments - A/B Split testing
  • Various keyword match types
  • Secondary campaigns using Microsoft Ad Centre, where lower CPC than Google can be achieved

When optimising your campaign we are broadly looking to....

  • Increase: Relevance, click-through rate (CTR), conversion rate, traffic quality and sales.
  • Decrease: Wastage, cost per click, cost per sale, bidding on low converting phrases, and costs.

Repairing an AdWords account

When we inherit an existing AdWords campaign there is often a great deal of repair work to be done.

Typically the CTR has become very low on an existing campaign, meaning that Google will push your ads further and further down the page.  This in turn makes the CTR lower again, leading your campaign into a downward spiral of poorer performance and diminishing returns.  Before the campaign can perform optimally it is important to repair this damage.  

Here, we often follow a structured process, to first identify the issues, then stabilise the campaign, and finally, begin improving performance:

  1. Cut back the number of search phrases
  2. Focus on only on the very best keywords for a while
  3. Drive the average CTR back into a better range
  4. Broaden out the campaign again, as the core starts to perform better and improve the ROI (usually within 1-2 months)

Measurable results of an effective AdWords campaign can include:

  • Increased visitor numbers
  • Increased repeat visitor numbers
  • Improved business reputation
  • A database of qualified leads
  • Casual browsers converted to repeat visitors and loyal customers

Please talk to Channel Digital about how we can help you optimise and improve the effectiveness of your PPC, and all online marketing and customer acquisition.

Digital Marketing Services

  • Here at Channel, we have a deep heritage in Search Engine Optimisation (SEO).  Our team includes some of the most experienced and knowledgeable specialists in the industry.

    Channel websites are built with best practice SEO principles in mind, using our depth of industry experience to achieve the results you need for your website - page 1 of Google.  Our SEO services are available for you, whether or not your initial website build was delivered by Channel.

    Our SEO campaigns, executed by our team of experienced consultants,  are supported by best of breed technology that allows us to operate your project with the highest level of efficiency.

    Read more...
  • Web marketing & PPC advertising

    The world of advertising and marketing is changing. As more and more consumers are turning to the internet to research and buy their products, its significance continues to increase. Online advertising spend in the UK alone is estimated to reach £5bn for 2012 (4% growth on the previous year), whilst 2011 saw year-on-year growth of 14.4%.

    At Channel Digital, we have significant expertise in the optimisation of online marketing campaigns to generate strong ROI for our clients

    Read more...
  • One of the big growth areas on the internet has been social media, and more recently, the growth in social media marketing. It is one of the fastest growing forms of marketing at present, and it's here to stay in one form or another.

    Social media represents a new style of engagement for businesses and it enables you to talk directly to large numbers of existing and future customers.  This is a huge step away from the traditional "Top-Down" form of advertising, where businesses pay vast amounts for a prime time tv slot to push their product to a passive audience. This form of advertising still has its place within your marketing strategy, but social media marketing creates a much more immediate and interactive relationship between product and customer.  It also allows businesses to take a much more forensic approach to targeted marketing campaigns.

    Read more...
  • The most critical considerations when planning your email campaign are the source of your prospects or mailing list and the nature and quality of your communications.

    Your marketing list

    Usually, the most effective option is to build your marketing list using a well crafted and attractive opt-in offer which allows you to capture the details of interested people directly via your website.  Optimising your site for the right kind of traffic in advance will help you determine whether you have generated a strong level of interest and opt-ins. Building your own list also means that everyone on it has chosen to hear from you - their search, resultiing in them landing on your website, was targeted to what you offer.  So you have already taken the first step towards answering their question and demonstrating your credibility as a potential trusted supplier.

    Read more...
  • Get the best out of your Joomla website and boost your search engine rankings

    Joomla is a great CMS for building websites, which is why we ofen use it. But its 'out of the box' package can be a bit limited.  So when setting up your Joomla website, it makes sense to get a little help from Joomla SEO specialists who know what they're doing and can help you get the best out of it to make sure it’s optimised to perform as it should in the search engines.

    Read more...

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