We love getting to know you and your business, whether that's your operations, the industry that you compete within or even conducting thorough competitor analysis. Our initial discussion will give both parties the ability to get to know one another and ask questions.
A cost-effective way to drive targeted customers to your website
Pay-per-click (PPC), is a cost-effective way to get your message in front of potential customers; you only pay for actual clicks on your ads. Search engine advertising can be targeted to specific audience demographics, locations, and interests resulting in much higher conversion rates and return on investment.
Our Lincoln-based PPC agency start by getting to know your business and your target audience to determine the best keywords, ad placements, and targeting strategies, then Optima works with you to create a customised PPC campaign that fits your specific needs and budget.
PPC advertising allows us to target keywords that you’re not currently ranking for organically and retarget previous website visitors. We work with you to select a group of keywords and create high-engaging ad copy to entice clicks to a campaign-specific landing page that replicates the topic of the ad you are publishing.
Keywords are priced based on an auction system to determine which ads appear towards the top of the SERPs (Search Engine Result Pages) and how much they cost per click.
The benefits of PPC advertising
- Potential for almost instant results
- Fully measurable and trackable
- 100% ad budget flexibility
- Reach your target audience in a cost-effective way
- Enhanced multi-layered targeting options
- Boosts ongoing SEO strategy
- Ability for retargeting users that have abandoned carts or website visit
- SERP visibility not restricted to your local area
We can optimise adverts to be displayed across numerous platforms including:
- Search ads – adverts that are listed in the SERPs
- Shopping ads – adverts that showcase your e-commerce products on search engines
- Display ads – adverts that appear on third-party websites
- Video ads – adverts that appear on YouTube and can target users who watch topical content that is related to your business
Data-driven PPC advertising to increase brand exposure and recognition
Our process starts with thoroughly analysing your business and target audience to determine the most effective keywords, ad placements, and targeting strategies. We then develop a strategy for your business that is 100% scalable, depending on your marketing budget.
One of the most significant advantages of PPC advertising is its flexibility and scalability. With detailed tracking and reporting, you can measure the success of your campaign and make informed decisions about future investments. Our team will constantly monitor and adjust your campaign to ensure maximum performance, and we’ll make recommendations for improving your results over time.
Our pay-per-click management services have enabled businesses to:
- Acquire purchase-intent leads from customers actively searching online
- Start small and scale their advertising budgets
- Enhance brand awareness on a local, regional, national, and international level
- Penetrating new products and services into marketplaces
- Expand business operations in new geo-locations
- Increase digital revenue (for E-Commerce businesses)
Our approach
Within PPC advertising, research is paramount! It is essential that we gain a comprehension of the behaviours of your company's target audience(s). Which may involve understanding the search intent, which search queries they are typing into search engines, and which stage they are at within the consumer decision-making process.
We will conduct rigorous audience and keyword research before we develop a data-driven strategy that is bespoke and tailored to your operations.
If you have an existing ad account, we will request access so we can conduct effective analysis of previous campaigns.
Once research has been undertaken, we can then start putting together your bespoke, data-driven PPC strategy. When this has been agreed upon, we can begin developing your ad account based on prior activities. We will distribute the ad budget across different ad groups depending on the strategy that has been agreed.
Our work continues once we publish your search engine adverts. We provide continual support and PPC account management. Once the ad account has started collating data, we will analyse the presented data and report back to you. Amongst our reports, we can feedback on our observations and recommendations moving forward.
After analysing and reporting on the previous month's performance, we can then make evidence-based decisions on where the account requires fine-tuning.
Pay-Per-Click FAQs
Pay-per-click (PPC) is another discipline of digital marketing where website traffic is generated through advertising and paying a fee for each click a website receives on an advertisement. Search engine advertising is by far the most popular form of pay-per-click advertising.
SEO and PPC are both types of search engine marketing aimed at increasing visitors to your website. The difference between the two is in the visitor acquisition cost. SEO results in favourable SERPs rankings to drive website visitors for free. Each visitor acquired through PPC advertising incurs a fee. When you use PPC, you pay an advertising platform like Google, Bing, Facebook and LinkedIn to maximise the exposure to your website.
While search engine advertising is a popular technique to promote your business digitally, there are alternatives format that can be considered, such as:
- Display advertising
- Shopping advertising
- YouTube advertising
However, advertising on social media channels like Facebook, Instagram, and Tik Tok can be considered to run concurrently with your search engine marketing or on their own.
The cost of running a PPC campaign will vary. Cost factors vary based on keyword CPC (cost-per-click), the industry, strategy, and more.
You'll have to consider the management fee from your chosen PPC agency and your monthly ad spend budget.
Using PPC as an advertising solution enables you to have complete flexibility over your ad spend. Ad budgets are completely scalable depending on your business cashflow.
However, your potential customers are searching for your products/services constantly and utilising PPC advertising gets your business in front of users who are most likely to convert. Optima will undertake thorough audience targeting research to ensure that your adverts are being viewed by the right people.
