It’s impossible to overestimate the power of PPC done well – and we do it very well. With a smart strategy and carefully crafted ads, you can reach your key audiences at just the right time and in just the right way. And that means one thing: sales, and lots of them.
That’s where our Google-certified PPC marketing expertise comes in. We conduct an in-depth analysis of your data as the foundation for a personalised PPC strategy. And we keep in close contact with you, prioritising face-to-face meetings and in-person reporting. All of this ensures the end result is not only effective, but natural, engaging and human. No awkward, robotic text in sight.
We call this approach High Touch PPC. You might call it responsible, effective and transparent PPC Management.
PPC is important, but it’s not everything. We can work with you to design a personalised search package that incorporates PPC campaigns alongside on-page optimisation, link building services and an SEO-friendly social media strategy.
Our team includes experts with years of experience in deploying super-effective SEO tactics across every medium and every platform out there.
Want to reach brides-to-be? Or corporate training course users? Or modified car owners? Or your competitors’ email subscribers? What about customers local to your company? We make smart use of targeting across Google’s AdWords and Display Network, YouTube and Facebook to make sure your message reaches the right eyes. No market is too specific for us – in fact, we love a challenge!
No magic HTML fix you can apply to see your organic traffic surge. Marketing pub meals is a long tail strategy – less than 10% of search volume for phrases like ‘pub lunch’ and ‘pub restaurant’ is exact match. As digital consumers, we have learned to add a ‘local area qualifier’ to our searches when we are eating out… to seek out positive referrals from other sites… to do more research online to consider our options… and to use longer, more precise search phrases to find exactly the right kind of ambience.
We quickly learned in our PPC campaigns that running ‘national’ ads was a flawed strategy, and that the more ‘localised’ we could make our ad copy and targeting, the more effectively we could draw in new guests to our pubs. More than 85% of pub restaurant guests come from within a 5 mile radius, so not only did a tightly defined catchment area mean that we cut wasted spend, but also that every ad we ran was ‘talking to the locals’.
We developed ‘pseudo-UK’ campaigns for display advertising and events like Valentine’s Day, and used geo-targeting strategically, with wider catchments for ‘destination’ pub restaurants and tighter areas for ‘town locals’. Paid Search proved particularly valuable for special events, and we were able to regularly ‘sell out’ every pub’s capacity for Mother’s Day, Father’s Day, Valentine’s Day, Christmas and Boxing Day, closing off campaigns on a pub by pub basis as they became fully booked. We also created World Cup campaigns for the sports-focused pubs, including a very successful Rugby World Cup campaign for Metropolitan Pub Company, even targeting fans on a match by match basis.
Google and other search engines (yes, there are others) are a vital part of any marketing strategy. Whether paid or organic, eye tracking helps you observe and understand consumer search behaviour. Which can help focus your SEO, write better PPC Ad Copy and select your search investments more wisely.