Pay-Per-Click (PPC)

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Introduction

At Best Response Media, our paid search (PPC) services are focussed on delivering maximum conversions at a minimum cost for eCommerce businesses. In order to drive more cost-effective sales, it’s important to target the most relevant keywords, write engaging copy and steer traffic towards the best landing pages.
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Which platform?

When it comes to PPC we are platform agnostic. Our team has extensive experience across multiple platforms including Google, Yahoo / Bing, native advertising, third party remarketing platforms and social media – which means we’re uniquely positioned to create a truly bespoke PPC strategy for you.

Best Response Media is unique because – just like our other service areas – our paid search department is solely focussed on helping eCommerce businesses grow their sales.

Google Ads (previously Google Adwords) is still the most dominant generator of paid search traffic, so it’s the first port of call when looking to grow eCommerce sales. However, it’s also getting increasingly competitive – so it requires expert management to get the best return on investment.Google Adwords also gives your business the ability to test new keywords to quickly determine potential ROI for keywords that you might want to begin trying to rank for. We manage every crucial step throughout the Adwords process. Prior to setting up your Adwords account, we will analyse potential keywords for your business. From there we will put together a list of the keywords that will get you the most return for your advertising budget.
We understand how vital it is to use Google Shopping to help you achieve improved site traffic. Our Magento expertise enables us to offer superior shopping feed management to our competitors, so you can maintain the cleanest and best performing feed possible.
Using Google Marketing Platform (previously Google Remarketing) our team can help you drive better sales, increase conversions and raise awareness of your brand. We can help you re-engage with potential customers that you may have failed to connect with first time round, and help you to win the conversion. Remarketing is a very powerful way of reaching out to customers who are already several stages down the buying funnel. Do you have customers with items in their bag, but haven’t checked out? Hit them with a beautifully designed image banner from our in-house design team!
In a world where social media rules the minds of so many, we recognise the significance of having a brand presence on all platforms across the board. Conveying your brand message to the right people at the right time could be the difference between securing conversions from potential customers and losing them to your competitors. Our team are adept at social media marketing and know how to make a difference when it comes to reaching potential customers.

Define targets and KPIs

The first step in the process is to establish a list of your targets, so that we have a clear goal in mind that we can work towards.

Sometimes these targets and KPIs are more obvious, at other times we can adapt them to your individual needs.

Audit and restructure

If you already have an active paid search account, we will audit it to find areas for improvement.

Our team will look at your existing click-through and conversion rates, quality score and cost per acquisition (CPA), and assess account set-up, ad copy, keywords (including any negative keywords) and landing pages.

Our main focus at the start of the process is that we have a strong foundation to build upon.

Keyword research

Nine out of ten online users use search engines to find information. As a result, keywords are very important in the process of matching your website content to what your targeted audience is looking for.

Strong keyword research can be an exhaustive process. It involves streamlining and refining your list until we have the perfect keywords to help drive traffic to your site.

At Best Response Media, we tailor a keyword strategy to where you are today. For example, if you have a lower spend in a competitive area, we may need to find less competitive keywords that carry potentially lower cost per clicks to start with before moving into more competitive areas further down the line.

It is also important to consider the intention of the keywords, as these can influence where the visitor is in their buying process.

Launch Google Ads

Once we have identified the audience we want to target, we will write the copy for the ads and identify a strategy based on the budget available.

Once we have finished writing up the ads, we then look at each campaign in detail to consider whether they can be optimised even further. This process involves ongoing campaign testing, as well as keyword testing and keyword costs.

When we are happy that your ads are the best that they can possibly be and are primed to deliver optimal return on your investment, then we will launch your adwords campaign.

Launch Google Shopping Feed

At Best Response Media, we will also look after your Google Shopping data feed management process for you from start to finish.

Initially we will create your feed, providing daily data feed updates and monitoring your real-time performance.

Once your feed is live, we will continuously improve the ranking of your products to ensure potential customers can always find them among the results.

By providing real-time performance analytics, we will be able to keep you in the loop with how your campaigns are performing.

Launch Remarketing

The value of remarketing is often underestimated, but it is one of the most valuable ways of making sure that the people who are likely to be interested in your products end up at your site.

Using Adwords we are able to show your ads to people who have previously visited your site whilst they are viewing other websites.

We have extensive experience using the Google Remarketing service and 3rd party remarketing systems. We will develop a strategy based on your data to determine the best audiences to target in the remarketing process.

We believe in incorporating strong design elements into our remarketing services. We find that it’s an effective way of giving customers who might already be on their way to engaging with your services that extra nudge towards making a conversion.

Launching other platforms

If we have identified any other platforms that we feel will help boost your online presence and generate sales, then we are happy to create campaigns on these platforms for you.

Whatever the platform, any campaigns we create for you will be built upon data and research and will be targeted at improving the areas that will bring the most value to your business.

We’ll also provide you with reports and updates on how each individual campaign is performing on each platform and how we can improve it.

Build new campaigns

If you’re taking your first steps in a digital marketing campaign, we can guide you throughout the whole process – starting with research and defining your targets, right through to executing a fully-fledged premier marketing campaign.

If you’ve launched previously unsuccessful PPC campaigns, don’t worry: our team of marketing gurus will help you get on track with a campaign that will reinvigorate your customer engagement.

Monitor and grow

Once we have successfully launched campaigns to boost your PPC results, we will help you to support and maintain them to grow your business.

We will continuously monitor your campaigns, providing ongoing support to optimise and improve sections where we can.

This can involve search query reports, updating keyword lists – including negative keywords – and optimising any copy based on the most up to date trends and developments.

Sometimes, it might involve launching a whole new campaign if it can take your marketing strategy to the next level.

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