Pay Per Click advertising
To deliver a more complete search marketing solution, High Position are about to launch a new Paid Search service utilising versatile and innovative PPC management software, this new service will offer our existing corporate clients a much more comprehensive PPC solution.
The demand from our natural search clients for us to management their existing PPC spend has continued to grow and so we are now launching this new service to cater for this ‘Corporate’ market, we are also ‘beefing up’ our PPC team by hiring and training experienced paid search professionals from the industry.
High Position are world leaders in the natural search market and it is now time to make our mark in the PPC market, this new division will be complimented by the expertise of our natural search capability offering a perfect blend of marketing drivers. Our service is going to be available in the next few weeks and our PPC services page will change very soon to cater for the launch of this exciting new division within the High Position organisation.
The key to a good PPC strategy is a combination of keyword research, brand research, planning, bespoke copywriting for each advert, optimum time switching, analysis of budget spend, visitor activity and competitors and, of course, click fraud protection.
Keyword research is vital to ensure that the adverts are displayed to the correct target sector and also cover the search terms that are being used.
Brand or product research is vital to ensure maximum understanding of the client’s needs.
Bespoke copywriting ensures individual adverts are tailored to the target audience but also maximise relevancy.
Relevancy is the key to sponsored links at the top of search positions.
Planning and strategy is important to maximise the exposure at the optimum time.
Optimum time switching is a closely guarded technique used by High Position.
In-depth analysis and analytics on activity, competitor trends, budget spend etc.
Click fraud protection. All PPC facilities have complex software solutions to minimise click fraud but we go one step further and implement additional software checking to minimise the growing risk from click fraud.
Experience in the PPC market.
High Position is responsible for individual campaigns that cover budgets totaling hundreds of thousands of pounds and strategies that may have hundreds of individually written adverts. Our experience in this sector of SEM enables us to understand the precise mechanism that Google uses to determine factors such as relevancy and quality, both of which drive the potential for sponsored links at the top of search results rather than at the right hand side, see below.
When to use Pay Per Click (PPC)
There are a variety of reasons to use PPC advertising, in many cases PPC is now used because of the failure to gain natural search positions, however, there are good reasons to utilise paid search even outside of a rational organic search strategy.
- Getting to market quickly – Product launches, law changes, new services, special offers.
- Seasonal trends – Christmas, summer, winter holidays and many more.
- Loss of profile – If a website loses its profile then PPC will offer a quick fix to page 1 positions.
- Market sector – In many markets there is a market share (typically 20%) that PPC can tap into.
- Corporate Communications.
Pay Per Click – Paid Advertising – Paid Search – The growing market
There are many terms for Pay Per Click advertising, paid search, sponsored advertising and paid inclusion are all used by the industry. In recent months the trend for PPC has been driven by the increasing failure of product and brand sites to gain organic search positions. This has led to an almost lemming like charge to get listed using paid search facilities.
At High Position we believe that PPC can form a vital part of any strategic SEM plan, it offers a fast route to market but can also deliver good ROI when managed correctly. Our experience in this sector has proved time and again that Pay Per Click advertising forms a natural part of the overall strategic plan but it must be a bespoke and carefully planned approach. A huge number of marketing agencies have given up on organic search engine optimisation and implemented a sole PPC solution for their clients, this is not the way to get the best from any marketing budget.
Due to the way sponsored advertisements are now displayed there is a 20% sector that will click on a paid search listing, so it goes without saying that there is an ever present market sector that can be targeted through PPC. It is important though to ensure that budgets spent on this market sector deliver maximum ROI It is also known that in some industries it is difficult to achieve that ROI and this is where marketing agencies are failing their clients, pursuing PPC strategy purely because of their failing in delivering natural search positions.
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