Pay Per Click

Overview

Pay Per Click Marketing is a means of promoting your site to a very targeted audience using the major search engines, such as Google, Yahoo, MSN and Ask Jeeves.

The principle behind it is you only “Pay Per Click” – ie when someone clicks through to your site from the “sponsored listing” advert that appears on the search engines when someone types in a relevant search phrase. In the “olden days” of the internet (ie approx. 5 years ago!), the forerunner of the Pay Per Click (PPC) concept was the banner advertising that appeared at the top of the AltaVista search results whenever you did a relevant search. The principle there, though, was that the advertiser paid every time the banner was shown. Obviously, the fact that you only now pay each time someone clicks through to your site makes the PPC model a much more attractive proposition.

A further attraction is the “controllability” of the advert. You set how much you’re prepared to spend each time someone clicks through, as well as the maximum amount you want to spend per day – thus giving us plenty of opportunity to monitor and refine the campaign, in line with the success or otherwise of each particular advert.

Complexities

While PPC advertising is a fantastic tool for attracting business through the search engines, the complexities involved in setting up and managing your campaign can be quite baffling and extraordinarily time-consuming. (Imagine a combination of playing the stock market, bidding at auction, writing effective advertising copy & monitoring the racing results and you’re halfway there!).

Fortunately, our experience and understanding of running an effective PPC campaign are second to none, leaving you to concentrate on fulfilling the increased level of orders you receive as a result of our campaign management.

The Principle

Essentially, the principle we work on is to maximise the conversion ratio from click thrus to clients, as in the example below:

General Phrases:

£1.00 average Cost Per Click

100 click thrus per day = £50 per day cost

1 in 100 clients purchases something @ £250 gross profit

= £200 net profit per day

Niche Phrases:

£0.20 average Cost Per Click

50 click thrus per day = £10 per day cost

1 in 50 clients purchases something at £250 gross profit

= £240 net profit per day

Thus, with only half the amount of traffic to the site, we actually increase the net profit per day! This is because the traffic we attract is very targeted and “on the point of buying”.

For example, the search “translation” will attract numerous searches from researchers, journalists and the like looking for the history of translation etc.; whereas “professional language translation agency” has a fairly obvious implication for what the thought is in the minds of people searching for it!

The Process

• We liaise with you to determine the types of product or service you want to promote on the internet.
• We “interrogate” the search engines, using lateral thinking and our deep understanding of the way “ordinary people” search, to come up with the most suitable –and profitable! – phrases to target with your adverts.
• We suggest the potential spend per month and agree with you on the limits to be set.
• We devise effective, eye-catching adverts that will attract only those people on the point of “buying” what it is you have to offer.
• We set up and maintain the campaign through the 3 major PPC players – Google AdWords, Overture and Espotting.
• We monitor each advert and continually tweak them to ensure best results are achieved.
• We send on regular reports, detailing the number of click throughs, PPC charges etc.

Charges

Blue Chilli Fee – from £300 setup + £300 per month maintenance + the PPC charges themselves

Performance Indicators

We’re firmly of the belief that there is no point sending lots of visitors to your site (with you paying for each one) if none of them are actually interested in what you offer.

We’ll agree between us the necessary performance indicators to ensure the campaign is successful – eg an increased number of sales enquiries / newsletter signups etc. – and keep you regularly updated to ensure the campaign is as effective as you want it to be.