What We Do

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Strategy

Having a clear strategy is critical to your success. Understanding how and where search marketing fits into your wider marketing plan is pivotal, with Search Engine Marketing (SEM) the consumer initiates the journey and therefore search patterns can be influenced by other marketing activity, affecting the overall performance of a campaign. We look to build an adaptive campaign that allows you to be flexible with who, where and when you target certain customers or searches.

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Keywords

The success of any SEM campaign can be rooted to the effectiveness of the keywords chosen to match the customers search term in order to display your advert. Equally the negative keywords that prevent your adverts from displaying play a significant part in ensuring targeting is refined and budget is not mis-spent just like the match types you utilise.

Once we have undertaken competitive analysis, we compile the most effective keyword lists to suit your brand, product and marketing strategy. This keyword list needs to be adaptive and requires continuous management to ensure your budget is not wasted on irrelevant searches.

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Adverts

With many types of adverts and extensions, it is key to understand the impact of each part, what is needed and why it is not a one-size fits all model that you should be looking at. If you are using the automated responsive adverts and extensions, you could be loosing hundreds of customers by showcasing the wrong information and pushing them to areas of your site not optimised for conversion.

We build enough variants of each advert to ensure the right message meets the right eyes and that the journey suits the product you are promoting!

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Landing Pages

The landing page is where the consumer ends up at once they have clicked your advert. The idea being to ensure that they are provided with the right information that matches what they were searching for and for you to be able to have the best chance of converting them into being a purchasing customer.

Analysing, tracking and measuring the performance of such a page is another pivotal part of the success of such a campaign. We can develop these with flexibility to adapt the pages to ensure users are engaged and you are providing the simplest route to market for your business.

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Targeting

Through audience development we can tailor keyword groups, adverts and landing pages to suit not only the consumers search term, but your marketing message.

Through this direct targeting we can ensure we optimise what we present to individual search, ensuring we present the right message at the right time, all of the time.

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Bidding

Each platform, be that Google, Bing or any other platform serving paid SEM adverts will have various types of automated bidding strategies you can tap into; However, each one serves a different purpose and ensuring that you don’t choose one that will spend all your budget regardless of performance can be trickier than some may think.

We ensure that if you are going to utilise the machine learnings & automated bidding strategies that it is working in your favour and not just feeding the pockets of the search engine. We ensure you utilise strategies that provide enough data to allow you to choose the model that suits you, from being at the top of the page all of the time to running a risk free cost per acquisition (CPA) model. On occasion, this can mean running manual bidding campaigns, which allows us insight as to the competitive nature of each keyword and which ones are the most cost effective for you.

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Test & Measure

A perfect campaign is one that is able to evolve to suit the marketplace, demand and circumstance. Paid SEM campaigns see growth over longer periods of time and results are sustained gradually. Which is why we test many elements of your campaign, measuring the success of each part to ensure the whole is greater than the sum. Fundamentally the evolution of your campaign can only occur if you know what needs to be changed and can measure the success of the changes you make.

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Refine & Scale

Finally the key to a successful campaign is split test new refinements, until you find the formula that works for you. Just like any marketing campaign, this is not something that is launched and forgotten about. We will monitor and adjust your campaign on a regular basis to ensure that we keep your costs down to a minimum whilst improving sales and conversions.

Paid Search Engine Marketing - Direct Digital Marketing

With years of experience of delivering highly successful lead generation campaigns, there is no doubt that paid search engine marketing (SEM )or pay-per-click (PPC) is one of the quickest ways to get your business in front of your target customers.

To ensure success, there are many variables to consider — Who your ideal audience is, How they are searching, What they are searing for, What device they are searching on & When are they searching?

We develop a highly targeted, results driven, bespoke SEM campaign that works in-line with your business goals.

The whole is greater than the sum of all parts

We love users and focus on data led analysis to understand the best customer journeys suited to each search.

We look at your marketing wholistically and ensure that the users experience provides the best oppotunity to present your products as a viable solution.