Digital Marketing FAQs to Help Local Business Owners

Our FAQ section answers frequent questions about pay per click advertising, website optimisation and other digital marketing services. If you can't find what you're looking for, you can always:

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Pay Per Click FAQs

Pay per click (PPC) is an online advertising method whereby you pay search engines like Google or Bing to get users to visit your website. You pay the search engines each time a user clicks on an advert that leads visitors to your website.

The primary purpose of PPC is to get users onto your site and turn them into customers or sales. A well-optimized website can generate sales easily through PPC advertising.

This ultimately depends on the type of business you run. Google AdWords, Bing Ads, Facebook, Instagram and Twitter can all work if you're pitching the right products, services and ideas.

The best thing to do as a business is to test each platform with a small budget and then look at the ROI generated by each channel. Alternatively, you can get a PPC consultant to look at monthly search volume for your product or services to help you decide whether paid search is a good investment or not.

PPC Management is the process of hiring an agency or sole trader to manage your paid search (PPC/pay per click) advertising on a month to month basis. Typically, you will front the PPC advertising spend and pay the manager a fixed fee to manage your account.

Other payment methods include: per qualified lead (meaning you pay for each lead that gets qualified over the phone and turns into a sale), profit share (usually a percentage of monthly campaign profits) or a fixed management fee which is the most desirable as it offers flexibility and scalability as your business grows.

A PPC advertising campaign is how you drive traffic to your businesses website. Organised into themed keyword groups your PPC campaign enables your business to target search engine traffic in a bid to get users clicking through to your website.

A PPC campaign is made up of: keywords, text adverts, display adverts, audience remarketing, advert extensions, location targeting and demographic targeting.

For example: if your business offers building services, you would have a PPC campaign called 'Builders - Location'. Within this campaign, you would target search terms like 'builders in Suffolk' to attract the right sort of customers to your business.

PPC enables you to target users based on what they are looking for on search engines like Google and Bing. Being able to target highly specific user queries based on geographical locations allows you to put your business in front of the right audience.

By targeting the right audiences, you enable them to act on the information provided on your website. Which means they are more likely to make a purchase, book an appointment or request your services.

Website and Landing Page Optimisation FAQs

Website or search engine optimisation (SEO) is the process of increasing the visibility, features and position of your website on search engines like Google.

The easiest way to check this is to search for your brand or website name in Google and see if you appear on the first results page. If you can't find your site, there may be underlying problems with your site optimisations that are preventing you from being listed on Google.

Landing page optimisation is the process of increasing sales, form completions or bookings on your website without increasing your advertising budget. By optimising the layout of your site and addressing the quality of your content you can attract more monthly enquiries, sales and bookings each month without spending more money on advertising platforms.

Visit your site and have a look for yourself. If your site takes too long to load or doesn't read well, you could have a poorly optimised site on your hands. Another thing to check is the mobile-friendliness of your website. Look at your site on a smartphone or tablet and decide for yourself whether it looks good, and is easy to read on a smaller screen. If you can look at your website on multiple devices without issue, and with relatively quick load times, you're probably fairly well optimised already - well done!

In terms of search engine optimisation, extremely important. A well-optimized website can be found by Google's crawler bots which scan websites to help Google understand what your website is about. If your site lacks certain optimisations, you make it difficult for Google's site crawler to understand what your website is about, and you won't get listed as high on the results pages.