Search engine optimisation (SEO) is the process whereby web copywriters produce and continually refine website content with search engine results in mind. The best copy is that which generates first page listings, preferably in the top 5, and keeps readers on your website once they’ve clicked through.
Achieving this objective is quite a challenge and is a lengthy process. One way to improve your search engine rankings with immediate effect is through Google AdWords advertising. Otherwise known as pay-per-click (PPC) advertising, this is a sure-fire way to enhance your search rankings.
PPC helps you to reach more potential clients online and drive high-quality traffic to your website. Here’s how to do it in 5 easy steps…
Step 1: Keyword research
Find out what your prospects are searching for. Use a free tool, such as Google Trends, to identify which words people are using for searches on Google as relevant to your chambers. We also recommend Google’s own Keyword Planner tool which allows you to find out the related search frequency, volume and location of your keywords.
Step 2: Set up a Google AdWords account
Once armed with your list of prime search terms, create your account and set up your pay-per-click campaign. Make the wording in your advert as relevant to the search query as possible. To achieve this, it may be necessary to generate several adverts tailored to the best search words and phrases.
As part of this process you will decide your daily budget and set your cost-per-click (CPC). When your keywords match searches, your advert appears next to or above Google organic search results. You only pay when someone actually clicks on your advert and lands on your website; not when your advert is displayed.
Step 3: Build your landing page(s)
Produce bespoke website landing pages containing titles and wording which mirror your advert. Avoid directing visitors to general or search results pages. Dedicated land pages increase the likelihood of conversion (generating a “sale”) and decrease the number of bounces (people immediately leaving your website).
Step 4: Tracking, measuring and reporting
Google Analytics is a free-to-use analysis tool whose sophisticated reports allow you to monitor not only your online advertising, but your entire website. Impressions (how often your adverts appear), click through rate (how often your adverts are clicked on), response rates (how often people respond to your site’s offers) are all measured and monitored for your different keywords and advert(s).
Step 5: Refine and optimise
The work of a good online AdWords campaign is never done. Using that monitoring data, keywords, adverts and landing pages can be constantly refined and improved upon. Keep what is working – improve or lose what isn’t working and move on to the next campaign.
If all this sounds too complicated then get in touch. I Am Your Pay Per Click are able to set up, manage and monitor entire PPC campaigns for you.