Pay Per Click (PPC)

Turn the Traffic Tap on. Done?

Pay Per Click (PPC) is perhaps the best known, yet least understood of online marketing channels. Its simple auction system is familiar from offline, and its usually seen as a way to 'turn the traffic tap on'. The logic goes: just get the chequebook out and we'll give you hits.

Google supports this attitude with fantastically detailed reporting built in, giving the illusion of control as well as handy tools & alerts showing you how much aditional traffic you could capture if you just raise your budget slightly.

At QueryClick, we don't look at PPC like that at all.

Sales 101: Know Your Audience

Queryclick's customer focused keyphrase research helps us segment out your PPC campaign into service or product groups, further segmented by location & audience.

We then segment again. And again.

Very simply: without getting to the heart of your business offering, it's impossible to set up an effective campaign stucture.

Lets imagine we are wholesaling ice-cream in Cornwall & ask a simple question:

Would we get better results from adjusting our budget by product at the top level:

• "99 Cones" Vs "Ice Cream Wafers" ^*

Or by adjusting adGroups set up for long tail exact matching?

• "Sonny No. 3' 99 cones, near Truro, for Ice-Cream Vans outside daylight hours" Vs "Free Delivery catering pack Chocolate Wafer Slices to Padstow"

The extra detail of course allows us to be be much more efficient with our PPC spend, and therefore deliver the best possible Cost Per Click (CPC) on the term.

If you'd like an idea of how we could apply this approach to your campaign, please get in touch for a FREE PPC campaign audit from our expert team.

With a deeply segmented campaign structure we can:

1. Control budget flow to each product or service offering and all variations of each, by location, by audience type & by call to action.
2. Run mutiple AdGroup creatives, regularly eliminating the poorest performing
3. Introduce time or price sensitive call to actions by user segment to test performance
4. Filter our top performing products by location & revise budgets based on time of day
5. Track through to conversion the most valuable user segment to target with supporting display network creatives via Doubleclick AdPlanner
6. Ensure sufficient budget is allocated to raise quality score via clickthrough rates for most efficient ROI
7. Precise targeting of negative keyphrase lists to eliminate inadvertant admatching due to regional variation in terminology.

As you may have guessed by now, this approach is the opposite of broad match and is the antithesis of keyphrase insertion tools: so there's no fancy automated bidding solutions available with QueryClick's PPC strategies.

We're very comfortable with that however, as exact match keyphrase targeting will always return the best ROI available.

With the structure we advocate, there's also no reason why you can't capture your most valuable audience without once resorting to 'innovative' ROI number-crunching PPC tools (throwing science at the problem only works if you have a bottomless budget and are prepared to take a hit on efficiency in return for mass visibility).

Don't believe it's possible? Get in touch and we'll happily run the rule over your current campaign.

Within this detailed campaign structure we have full control over where budget is spent, ensuring sufficient traffic for high quality scores, while constant copy clickthrough tests improve adGroup CPAs, and weekly campaign performance reviews allow us to winnow out underachieving keyphrase terms.

In addition, using our Conversion Rate Optimisation (CRO) expertise, we can convert better the traffic driven by your PPC & SEO campaigns, lowering your Cost Per Aquisition (CPA) and raising your CPC threshold to further drive relevant, high converting traffic to your site.