Pay per click advertising must be cash flow positive to make sense: we develop PPC strategies and optimise campaigns to maximise profitability so that PPC advertising literally pays for itself.
You need someone with intense attention to detail to structure your Google Adwords and Bing Ads accounts, target the right audience with the right keywords, using the best ads with precision execution.
PAY PER CLICK EXPLAINED
Structural PPC Factors
Structural pay per click success factors boil down to quality, accuracy and data integrity.
Pay per click advertising is more than submitting a list of keywords to Google. It is about building a logical account structure with adgroups, keywords and adtexts optimised to maximise Quality Score and reduce the cost per click over time.
Ago | GOALS
Categorise your campaigns according to goals and budgets so that you can optimise each accordingly.
Aor | Organised
Design an intuitive and well structured architecture. Ensure search campaigns are separated from display campaigns. Don’t fall into the trap of showing both.
Ageo | GEO-TARGETED
Structure your campaigns according to audience.
Aha | HANDY
Order your campaigns and give them a coherent label so that you can see that your core strategies are covered.
Aop | OPTIMISABLE
If you categorise your campaigns and adgroups effectively on day one it will be much easier to optimise them over time. Avoid moving adgroups and keywords from one campaign to another as this resets Quality Score.
Asc | SCHEDULE
Organise your campaigns so that you can modify bids on certain days and at certain times.
Actr | CTR
Structure your campaigns and adgroups to maximise click through rate due to relevancy of each theme.
Kpm | PREMIUM
Separate your best keyword themes from broad variations so that you can maximise your spend and energy on your core business.
Klt | LONG-TAIL
Expand the number of keywords closely related to the primary keyword in each adgroup to target “long-tail” keyword phrases that comprise 3 or 4 word combinations.
Kmt | MATCH TYPES
Use the four match types appropriately, scaled according to your campaign goals.
Krel | RELEVANCE
Ensure adgroups only contain one common keyword theme and each keyword relates precisely to the users’ exact search query.
Kbk | BRAND KW
Include misspelled variations of brand keywords to generate traffic from customers who have searched for a typo.
Kres | RESEARCH
Never stop performing keyword research.
Katt | ATTRIBUTION
Analyse what impact different keywords have on each other over the customers’ buying cycle and attribute some value from the conversion to keywords being searched for early on in the buying cycle.
Kctr | CTR
Ensure your average click through rate is at least 2%. Give a boost to keywords that are falling behind and pause or delete any keywords that are not meeting your goals.
Profitable PPC Factors
Profitable pay per click success factors boil down to AIDA: attention, interest, desire, action.
Search engine algorithms have shifted away from easy-to-measure but less useful signals (like domain age) toward more difficult to measure signals that are more important (like visitor location).
Adrel | RELEVANCE
Ensure the keyword is visible in the adtext so the customer knows you have precisely what they are looking for.
Adcta | CALL TO ACTION
Use suggestive wording that urges the visitor.
Adurl | DISPLAY URL
Append the primary keyword to the display URL in sentence case.
PAY PER CLICK SERVICES
$ 500Per Month
- Budgets < $5,000 / month
- Strategy aimed at maintaining positions
- 10 Google Adwords campaigns
- Monthly keyword / adtext expansion
- Monthly analysis & reporting
ADVANCED PPCMost Popular
$ 1,000Per Month
- Budgets $5,000 < $25,000 / month
- Strategy aimed at maximising ROI
- 50 Google Adwords / Yahoo / Bing campaigns
- Weekly keyword / adtext expansion
- Weekly analysis & reporting
- Google Shopping feed updates
$ 5,000Per Month
- Budgets > $25,000 / month
- Strategy aimed at market domination
- 500 Google Adwords / Yahoo / Bing campaigns
- Daily keyword / adtext expansion
- Daily analysis & reporting
- Google Shopping feed updates
- Conversion funnel optimisation
- Dedicated PPC Alchemist
01Alchemy is the unstoppable force of online evangelism and marketing – if you need a team who will work tirelessly (even manically?) toward a requirement – look no further. I can safely say they are in a league of their own.Lucas Gunn
Alastair is a true pioneer and professional when it comes to online media and marketing. His depth of high level global experience, tenacity and sense of humour prove an excellent combination to achieve great results on any given project.Yvette Adams
01Alchemy are industry experts, they keep up to date with all the latest developments in a fast moving environment. The team provides well structured advice and can organise and deliver successful campaigns on time and on budget.Andrew Robinson
Alastair is an enigma of the digital world! As an absolute master of online marketing, he is a forward-thinking individual and a true inspiration. He taught me half of what I know without even realising it and I am extremely grateful!James Congdon