What is PPC Advertising?

Google Adwords is Google’s PPC (Pay Per Click) Advertising programme. To enter this programme you need to set up a Google Adwords account, start your first campaign and run some Adverts.

The process involves preliminary keyword research to work out what keywords you want your Adverts to display for. Keywords are grouped in to themes called Ad Groups, and at least two Adverts are written per Ad Group so that you can test one Advert against the other.

The trick is to create relevant landing pages on your websites that relate to the Adverts and to optimise the path from the customer clicking on the Advert through to landing on the relevant content page and converting.


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Website Optimisation

Website Optimisation is the process of optimising a website from the keyword and competitor analysis at the beginning through to optimising for organic Search Engine Optimisation and Search Engine Marketing.

Search Engine Optimisation

Search Engine Optimisation (SEO) is a term used to describe the organic area of Google which involves the tuning of a website to appear as high as possible in the organic search results.

Factors that affect SEO are on page optmisation and off page optimisation.

Search Engine Marketing

Search Engine Marketing is a term given to the paid advertising of both the Google and BING search engines.

While Search Engine Optimisation is about organic positioning in the search engine, Search Engine Marketing focuses on the paid or PPC (Pay Per Click) advertising which is called Google Adwords or BING Ads.

Conversion Optimisation

Conversion Optimisation is a term used to describe the optimising of the conversion process so that customers either call, click or complete a contact form on a website.

To optimise for conversions we need to establish the actions we would like the visitor to undertake, be able to measure the actions through the whole process right through to the conversion at the end. Optimising this process involves planning the actions and measuring the number of actions that were carried out versus the number of visitors that didn’t convert.

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