SEarch Engine Advertising
(PPC/SEM) for Accountants
First up, PPC is an abbreviation for ‘Pay Per Click’, this is how marketing is done on Google and most other search engines. They will show your ad to people on their platform, and you’re charged for every person that clicks it.
SEM is an abbreviation for ‘Search Engine Marketing’, this is a generic term for marketing using search engines, it generally means paid ads but can also include SEO.
In terms of what it actually is. It’s getting adverts to come up in Google search results. You’ll have seen plenty of times the little blocks of ads at the top and bottom of the page when you look for something on Google, those are PPC ads.
Key Factors For PPC
There are a lot of factors that determine how well a website performs when it comes to PPC, but here are a few of the key ones in a bit more detail.
Quality Ad Writing
With PPC, you’ve barely got seconds to capture the attention of a passing visitor and since the ads can only use text, that text needs to work!
Key Word Strategy
In search engines different key words are worth different amounts, picking key words that are cheap with lots of traffic is key to good ROI.
If your web page takes more than 3 seconds to load you’ll lose half of your visitors and Google will make you pay more for your ads.
With PPC, getting someone to your website is only half the battle, once they’re there you need to get them to give you their details, to book a call.
With so many variables at play good tracking is essential so that you can make data driven decisions about how to update your campaigns to maximise ROI.
PPC ads are scored based on lots of factors but relevance is a key one. If your ads are going to the wrong people, or your pages don’t marry up, you’ll be penalised.
Our team have many years of digital experience.
Bring it to bear on your website, so you can get the most out of your traffic.
We can’t cover everything
We’ve only got a page here which is not enough to cover all of our PPC knowledge. Get in touch to learn more, or see how our SEO packages can help you get found online.