Marketing Terminology
Here's a brief explanation of each term related to pay-per-click (PPC) advertising:
CTR is the percentage of people who click on your ad after seeing it. It's calculated by dividing the number of clicks by the number of impressions (views) your ad receives.
Conversions refer to specific actions that you want users to take after clicking on your ad, such as making a purchase, filling out a form, signing up for a newsletter, etc.
CPC is the amount you pay each time someone clicks on your ad. It's determined by factors like bid amount, ad quality, and competition for the keyword.
Cost per Conversion (CPC) is the average amount you pay for each conversion. It's calculated by dividing the total cost of clicks by the number of conversions.
Impression share is the percentage of times your ad is shown compared to the total number of times it could be shown. It indicates your ad's visibility in relation to your competitors.
Quality Score is a metric used by search engines to evaluate the quality and relevance of your ads, keywords, and landing pages. It influences your ad rank and CPC. Factors include expected click-through rate, ad relevance, and landing page experience.
ROAS measures the revenue generated for every dollar spent on advertising. It's calculated by dividing the revenue generated from ads by the cost of those ads. For example, an ROAS of 5:1 means you earn £5 for every £1 spent on ads.
Website Design FAQ
All our websites are quoted based on the amount of time it takes to build and the complexity of the design.
Our website packages typically range from £4,000 – £6,000 for a standard website or £10,000 for an eCommerce build.
It really depends on what type of website you need us to design and what we agreed on a discovery call and in our proposal.
Typically, we would need:
- None stock images including images of your products, your workplace and your team.
- Data sheets, account forms or any other text or PDFs you would like us to use.
- Employee Profiles
- Any videos you would like adding to the website
- Your brand identify guidelines so we can match your colours and fonts.
Before we build your new website, we’ll create a design concept or mock-up of your homepage in a PDF document for you to approve or amend .
This is your opportunity to give us your feedback, so we revise the design until you're happy for is to move forward into development.
We will give you an approx ETA on the website build with our proposal, when we firm up the requirements with you.
Typically it takes approximately 8-10 weeks to build a website from concept to launch, but that is dependant on us receiving all the information from you timely.
Delays tend to be incurred with multiple concept revisions or us waiting a long time for content, text, videos and images from yourself.
No, we split the payment into three instalments. The first 50% is taken prior to any works being started, 35% once your design concept or mock-up has been approved and the balance either 30 days later or just before we upload to the server and launch the website, whichever is sooner.
No. In the past, we have had long delays with getting clients to approve the website due to long delays in receiving the final information needed to launch the website.
These delays can take months to resolve which is why we always invoice within 30 days of the last payment date. At this point, your website will be mostly built and we can add the missing information needed when it is available.
In order to keep our pricing competitive, we do not include the SEO as part of the design unless requested on our discovery call or during the pricing process.
SEO is usually an ongoing commitment and will require continuous work. We can offer a package for this at additional cost, if you would like to us take ownership of this process.
SEO packages vary dramatically depending on the level of competition you have in your industry.
Pricing can vary from £500p/m to £1000p/m for our SEO services. The overcall cost comes down to the amount of time and work needed for us to get you the required results consistently.
Digital Marketing FAQ
Pay-per-click (PPC) marketing is a digital advertising model where advertisers pay a fee each time their ad is clicked.
This model allows businesses to bid on keywords related to their products or services, and their ads appear on search engines or other platforms when users search for those terms. PPC is used to drive targeted traffic to websites, aiming to convert clicks into leads or sales.
Yes, pay-per-click (PPC) advertising can be highly effective when executed correctly. PPC allows you to target specific audiences, control your budget, and measure results accurately.
By using relevant keywords, compelling ad copy, and strategic bidding, businesses can drive high-quality traffic to their websites, generate leads, and increase sales.
The key to success with PPC is continuous monitoring and optimization to ensure the best return on investment (ROI).
Pay-per-click (PPC) advertising works by allowing businesses to bid on keywords related to their products or services. When users search for those keywords, ads appear in search engine results or on other platforms.
Advertisers only pay when someone clicks on their ad. The cost per click (CPC) is determined by the bid amount and the ad's quality score, which is based on relevance and performance.
Effective PPC campaigns involve selecting the right keywords, creating compelling ads, and optimizing landing pages to convert clicks into customers.
A pay-per-click (PPC) campaign is a strategic online advertising effort where businesses create and manage ads that appear on search engines or other digital platforms.
In a PPC campaign, advertisers bid on specific keywords related to their products or services. When users search for these keywords, the ads appear, and the business pays a fee each time someone clicks on their ad.
The goal of a PPC campaign is to drive targeted traffic to a website, increase brand visibility, and ultimately generate leads or sales.
Effective PPC campaigns involve keyword research, ad creation, and continuous optimization to maximize return on investment (ROI).
The cost of pay-per-click (PPC) advertising varies widely depending on factors such as the competitiveness of the keywords, the industry, and the quality of the ad.
On average, costs can range from a few pence to several pounds per click. High-demand keywords in competitive industries, such as finance or law, can cost much more, sometimes exceeding £50 per click.
Effective PPC management involves optimizing bids and targeting to achieve the best possible return on investment (ROI).
Use pay-per-click (PPC) marketing when you need immediate visibility and targeted traffic for your website. It's particularly effective for promoting time-sensitive offers, launching new products, testing new marketing strategies, or reaching specific demographics and geographic areas.
PPC is also useful for complementing organic search efforts and driving conversions when you have a clear budget and ROI goals.
Pay-per-click (PPC) is important because it provides immediate visibility in search engine results, drives targeted traffic to your website, and allows precise control over your advertising budget.
PPC campaigns can quickly generate leads and sales, offer measurable results, and enable businesses to reach specific audiences, making them an essential component of a comprehensive digital marketing strategy.
Channels that offer pay-per-click (PPC) advertising include Google Ads, Bing Ads, Facebook Ads, Instagram Ads, LinkedIn Ads, Twitter Ads, and Amazon Advertising.
These platforms allow businesses to create targeted ad campaigns and bid on keywords or audience segments to drive traffic and achieve specific marketing goals.
Google is the primary search engine platform used for PPC traffic. It provides access to the largest audience and offers robust targeting options, including search ads, display ads, and video ads across Google Search Network and Google Display Network.
Bing Ads is also a valuable option, especially for reaching a slightly different demographic and achieving potentially lower cost-per-click rates.
Using both can maximize your coverage and effectiveness.
Yes, bidding on your brand name using PPC in search engines is generally recommended. Here’s why:
1. Protect Your Brand: By bidding on your own brand name, you ensure that your ad appears at the top of search results when users specifically search for your brand. This prevents competitors from appearing in that top spot and potentially diverting traffic away from your website.
2. Control the Message: Your brand’s ad allows you to control the messaging and ensure that users see accurate and compelling information about your products or services. This can reinforce your brand identity and highlight promotions or unique selling points.
3. Increase Click-Through Rates (CTR): Ads appearing at the top of search results typically have higher click-through rates (CTR) because users searching for your brand are often ready to convert. Having a PPC ad ensures they can easily find your website.
4. Cost-Effective: Bidding on your brand name usually results in lower CPC (cost per click) compared to non-branded keywords because there is less competition. This makes it a cost-effective strategy to maintain visibility and drive qualified traffic.
In summary, bidding on your brand name in PPC campaigns helps protect your online presence, enhances brand visibility, and can contribute to overall marketing success
PPC (Pay-Per-Click) and SEO (Search Engine Optimization) are two distinct digital marketing strategies:
1. PPC (Pay-Per-Click):
- Cost: Advertisers pay each time a user clicks on their ad.
- Placement: Ads appear in designated ad spaces at the top or bottom of search engine results pages (SERPs) and on other websites or platforms.
- Control: Immediate visibility and targeting options through bidding on keywords, demographics, and other criteria.
- Results: Provides quick traffic and results but stops when budget runs out.
2. SEO (Search Engine Optimisation):
- Cost: Organic listings are free, but investing in SEO services or tools may incur costs.
- Placement: Results appear in the organic (none-paid) listings of search engine results.
- Control: Optimizing website content, structure, and backlinks to improve rankings over time.
- Results: Long-term strategy aiming for sustainable traffic growth and higher rankings without ongoing costs per click.
Both strategies complement each other in a comprehensive digital marketing approach.
Pay-per-click (PPC) advertising does not directly affect your SEO (Search Engine Optimization) rankings.
PPC ads appear separately from organic search results and do not influence how search engines rank websites in their organic search results pages (SERPs).
However, there are indirect ways PPC can impact SEO:
- Keyword Data: PPC campaigns can provide valuable insights into which keywords drive traffic and conversions. This data can inform your SEO strategy, helping you prioritize keywords for organic optimization efforts.
- Brand Visibility: Running PPC ads for your brand can increase brand awareness and visibility. This may lead to more branded searches, which can indirectly impact organic search performance.
- Site Traffic: PPC campaigns can drive immediate traffic to your website. If users engage positively with your site (e.g., longer time on site, lower bounce rates), it can signal to search engines that your site provides a good user experience, potentially benefiting SEO.
In summary, while PPC itself does not directly influence SEO rankings, leveraging PPC insights and improving overall site performance can contribute to a stronger organic search presence over time.