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Digital Marketing

How To Win The Click

Pay Per Click is a very complicated game, which needs to be planned and executed with absolute precision. You are never guaranteed to win the click, especially when your bigger and badder competitors have their eye on the same keywords.

This little blog is a quick and easy guide to make sure that you have all your ducks in a row when it comes to PPC.

  • Plan

Keyword Research is so important in the first stages. It is isn’t good enough to go into keyword planner, and just type in ‘red shoes’ and use the keywords that come up on the first try. It is smart to try different variances within the topic you are focusing on, as it could give you ideas and keywords that you never thought to try but has a high search rate. For instance, if you were a footwear retailer that was particularly known for selling high heels, then you may want to try ‘red high heels’ and see what the search comes up with. I would recommend searching around 5 different variances.

Who are you targeting Yes, a target demographic will always be important, even in PPC when you are a bit blinded when it comes to finding your target demographic (in terms of age and gender). However, Google Trends is on hand to help. You can narrow down your search by location which allows you to see the related queries (i.e.) keywords to the original topic. This is helpful as you can see where your topic is the most popular, and what other related search terms in relation to your topic are also popular. For example, I searched ‘love island’ (yes, I know all about the trends) in Google Trends, I then filtered it to just the UK and this is what came up.
It is evident from the search that while Love Island is popular in all regions of the United Kingdom, it is more popular in Northern Ireland. The related queries is also shown, which could allow you to discover with some other keywords or SERPs that you want to feature on.

The planning is so important, as these are the factors which will make your advert more relevant to demographics that you want to reach this will result in a higher conversion rate, and who doesn’t want that, aye?

  • Simplify

Adwords is a beautiful tool and most importantly it allows you to break everything down and I mean everything. You need to have multiple campaigns and within those campaigns you need to have various adverts. This way you can see which adverts and therefore keywords are performing well, and what adverts are actually leading to conversions. This allows you to be niche and distinct, as you are not trying to sell too much at the same time.

  • Be Tatical

It is likely that your competitors may be going for the exact same words as you are, so it is important that you are clever. You won’t be able to win all the battles, especially if you are a little bit smaller than other companies in the same industry as you. One way to see what companies you can take on in a bidding war, is if you know that you are a lot better at a service than they are, as Google will more likely allow you to advertise for this service. Another way is to again use keyword planner to bid, there needs to be a balance between having a rich keyword stream whilst also keeping these words quite niche, that are also cheap. As I have said before, although PPC may seem simple it really isn’t there are so many factors and research involved before activating an advert. Furthermore, many adverts will look the same to users and they will often not care which one they pick on, as they will assume they are all the same. The answer to getting users to click on your advert? YOUR META-DATA. Much like a direct email marketing campaign, the ones that offer to save someone money (whilst convincing users to part with their money) will most likely be read. So, if you can offer a discount on your goods then make sure to put it in your meta-data in big capital letters.

  • Quality Score

Many forget that while Google loves money and will definitely take into account the maximum bid placed on a keyword before giving it to a certain company, they also look at quality scores. While there are many factors involved in the calculation of your Quality Score, relevant copy is a massive help. So if you are an SEO agency like us, when it comes to placing ads on Google we would more likely to win the click for an SEO ad if the link we provided went to our SEO landing page.

Chris Thomas


Chris Thomas

CEO & Founder

Chris has been at the forefront of eCommerce and a pioneer of online retailing since the early 00s. A 5-time Drapers Award winner, Chris has extensive experience in developing fashion brands online.

Chris founded Cake in 2016. Based in Birmingham, with offices nationwide, Cake specialises in helping fashion brands understand their market online and then helps to develop appropriate strategical direction to achieve their plan, all backed by his 20 years of operating in the retail market.