4 key questions to ask when deciding on a PPC campaign

Starting a pay-per-click advertising campaign can be an excellent way of gaining new customers but there are key questions to ask before starting a PPC Campaign.

It can be a daunting prospect, though.

The fear is that you’ll be spending significant amounts of money without getting your business the results it needs.

To make sure you get the best return on your investment, there are four key questions you should be asking:

1. Which platform would be best for me?

There are five established platforms – Google Adwords, Bing advertising, Facebook (including Instagram), Twitter, and LinkedIn.

Each has pros and cons and the best platform for you will depend on your type of business and your budget.

Google has a large percentage of market share because of its millions of search engine users. PPC allows you to reach the top advertising position immediately, provided you have the budget to do that and you manage your adverts well enough to achieve a high-quality score. There will be a higher cost per click than other methods and first-time users can find it tricky to optimise.

However, if your campaign is run correctly Google AdWords can be a great source of driving qualified traffic to your site.

Bing has a lower cost per click and good customer service, but lower search traffic making it harder to grow campaigns. This however is changing rapidly as BING is growing especially with the take-up of Windows 10 that uses BING to power Cortana assistant.

Get BING adverting right though and your Return On Investment (ROI) can be excellent.

Facebook has a massive and engaged audience of over a billion users. Its targeting options – by region, demographics and interests – are sophisticated, and the cost is reasonable. You can target Facebook page likes or website clicks. There is generally a lower click-through rate than Google, for example, as users aren’t actively searching for your products, and you do have to refresh adverts regularly to stop people becoming bored with them.

Facebook Ads is also now integrated with Instagram allowing savvy brands to reach a whole new audience. If you are an e-commerce retailer this can be a great untapped resource.

Twitter allows you to target segments of the market, like Facebook. You can choose to target more followers, website clicks, or other engagements like app installations. There are multiple types of adverts like reasonable-priced promoted tweets or sponsored trends (which can be expensive). As a faster platform than Facebook, tweets can be missed and it’s harder to prove a return on investment for them. Twitter analytics is also less in-depth than other platforms.

LinkedIN – LinkedIn can be a great platform for those companies who operate in the B2B sector allowing you to drill down to the industries that you operate in. Click-through rates vary and LinkedIn state that a good click-through rate is around 0.025% but you can get higher CTR’s than this by being very targetted and using compelling copy and images.

Where do you think your dream customers will be reached? If it’s on social media, Facebook and Twitter are strong contenders. If you are in the B2B industry then give LinkedIn a go alongside your other PPC campaigns. If they’re searching the web, Google and Bing need to be in the mix.

2. What’s the sort of budget I’ll need for the results I want?

Start with the goals you want to achieve. Your goals could be lead-focused, or brand awareness-focused.

Do you want 100 new customers in the next month costing no more than £30 per customer? That’s a leads-focused goal.

Do you want to see 10,000 more impressions on your website in the next month at a spend of nor more than £250? That’s primarily about brand awareness.

Use your website’s Google Analytics to determine how much traffic you’ll need to drive to achieve your goal. Look at your historical conversion figures.

Look at cost per click estimates from Google Adwords Planner or Facebook, for example, and do your sums. It’s estimated traffic you’ll need times the cost per click – that’s how much you’ll need.

The budget you’ll need will depend on your goals and your chosen platform. Google Adwords tends to require a larger budget than Facebook, for example.

Talk to PPC specialists such as us and set a budget with which you’re comfortable.

3. How will the PPC campaign fit into my brand?

Are the messages in your adverts consistent with the messages in your marketing – on your website, banners, flyers, postcards, and in what you sat at networking events?

It’s important that you’re not saying one thing in your marketing and another in your advertising.

You should also be using your advertising to support your marketing, backing up promotions, for example.

4. How will we evaluate our campaign?

This depends on the goals you set in the first place and the level of analytics you’ll receive from your chosen platform.

You need to decide whether you need a leads-focused return on your investment or a brand awareness campaign.

The first is easier to measure. You can see how many new customers you get compared to a baseline you take before the campaign begins, and your PPC specialist can provide you with a report on the cost of acquiring each customer.

The second is a little more difficult to evaluate. What you could do is take a base measurement of the number of mentions and interactions your business gets before you start, then take the same measurements during and after the campaign. You can use Mention.net (https://mention.com/) to measure the impact. You could set goals for an increase in the number of positive mentions or interactions you’d like to see on social media, for example.

The simple question is this: Did you achieve your goals within your budget? If you did, your campaign is a success.

Need expert help to get the most out of your PPC budget? Email us using the contact form on this page or call 02921 286870.

Using Google Adwords to Promote Your Emergency Locksmith / Plumbing Services

If you are a tradesperson, you know how difficult it can be to juggle work and promote your business at the same time. Added to this you are in a highly competitive environment and it is sometimes difficult to stand out from your closest competitors.

Traditionally plumbers, electricians, locksmiths and glazers for example would have advertised in the Yellow pages, in Thompson Local or possibly in local newspapers.

The only problem with this approach is that you can quite often be drowned out by the sheer number of similar adverts. So how on earth do you stand out?

Step forward search marketing in the form of Google Adwords and BING Ads. If you’re not utilising these platforms you should be!

Adwords is Google’s pay-per-click advertising product whilst BING Ads is Microsoft’s offering. Of course being in the phone book or yellow pages will have some benefits but what if someone has lost their keys? Or they have come home to a flood?

One thing is for certain the vast majority won’t be rushing to the yellow pages!

They are straight onto a mobile phone and going straight onto Google or BING (or calling a friend to do it!).

The advantage of these people searching on a mobile phone is that the search is location based. If you are utilising Search Engine Marketing effectively then you could be one of the first listings that a potential customer will see in their current location.

Crucially extensions such as click to call where the user can click on a button to immediately call you on their mobile device will entice the searcher to call you first in an emergency.

Another crucial AdWords extension is your Google Location listing, this can also be used to promote your business in the areas that your business covers.

Using this approach, you can appear above your competitors and crucially above the organic listings (organic listings are those that are not paid for).

You can be top of the organic listings and I’m sure many of you have received numerous phone calls and emails claiming to get you to the top of the Google listings by SEO experts. They may be able to help you get ahead organically, but nothing beats an ad at the top of the search page!

Although Pay Per Click advertising does cost money when run efficiently and effectively Adwords and BING can provide a much higher return of your advertising pounds than any other form of advertising.

If you need help and advice to setup and run a Google AdWords or BING campaign or you need help optimising your Google Maps listing, then please feel free to contact us.

Targeting new customers with Facebook Advertising and Google Advertising

Digital Marketing has created a fantastic opportunity for businesses small and large; for a small investment it’s possible to target customers using an incredible level of detail.

There are two main online channels: pay-per-click (PPC) advertising, primarily through the Google and BING search engines and social adverts on Facebook and Twitter.

[quote Text=”If you can determine online advertising’s working, there’s an almost infinite potential to scale-up.”]

Facebook Advertising

Facebook advertising is a cost effective way to deliver adverts to the very people who are looking for your product. Facebook advertising gives you great control over the level of targeting, this may include their interests; languages spoken, facebook_adseducation level and exact location. Using this level of detail you can really hone in on your target market giving you the opportunity to deliver highly relevant adverts.

Custom Audiences

Facebook’s custom audiences are a real hidden gem. There are many custom audience features available but perhaps the two most powerful is re-targeting and email lists;

Facebook Re-Targeting

Facebook gives you the ability to advertise directly to people who have been on your website. However we can get more granular than this, we can run targeted adverts to people who have visited a product or service page but have not purchased any products. Imagine being able to target the people who have visited your product page with adverts for the very product that they are looking for.

Whether you choose to start with targeted PPC or social ads the level of impact can be incredible. Online advertising offers incredibly accurate and detailed ways to track and justify marketing spend.

Email Lists

A great feature of Facebook is the ability to upload email lists which are then matched against Facebook accounts. You can then advertise directly on people’s Facebook timeline. This is a great way to gain new customers, after all if people have signed up to your newsletters they are already interested in your product. Also this is a great way to up-sell your products / services, if you upload a current customer list then you can advertise your latest product to them.

[doublepromo title=”Case Study 1″ Text=”A current client wanted to promote their Cardiff based florist business. We ran two campaigns, the first of which targeted women within 50 miles of Cardiff who had an upcoming life event. These events included ‘getting married’, ‘birthdays’ and upcoming anniversaries.  For a spend of £150 the campaign generated over 200 website visits and led to 20 new customers which was an excellent return on investment.” last=”true”]

[doublepromo title=”Case Study 2″ Text=”The second campaign targeted potential customers who had visited the wedding flower section of the website. The Facebook timeline advert offered a special discount if people booked their wedding flowers within a certain time period. The campaign again cost £150, generated 130 website clicks and 10 new customers which, like the first campaign was an excellent return on investment.” last=”true”]

Google AdWords and BING

GoogleAdWordsLogoYou can advertise with Google using a number of methods. The most common method is by bidding on keywords so your advert is displayed in the search results that are returned, this method can also used using the BING search engine. This is more commonly referred to Pay Per Click Advertising (PPC). The other common method, like Facebook is by using Remarketing, however in this case we can display banner adverts across a variety of sites to those people who have visited pages on your website.

Pay Per Click Advertising (PPC)

PPC allows you to target potential customers who are searching for services or products related to your offering, with adverts appearing on Google’s search results page and the BING search engine if you choose to use the BING platform. PPC advertising can be highly targeted allowing you to present your product to potential customers at the very point they are searching.


As with Facebook we can target potential customers who have visited your website or certain product pages. This is an excellent method to target the very people who have already been onto your website to research your product or service.

[doublepromo title=”Case Study” Text=”We run a hugely successful PPC campaign for a client who wanted us to help drive sales for a particular service that they offered. We thoroughly researched the type of keywords potential customers were using and optimised the landing page to reflect this. The product we were promoting was a high value niche product so the focus was on conversion once the customer clicked on the advert. For a spend of £500 we had over 150 clicks to the website and secured 6 new customers. Given the high value of the product this was a very significant return on investment.” last=”true”]

Free Digital Marketing Consultation

Of course we have just touched the surface of what can be achieved using these advertising platforms. For a free consultation  Contact us to see if we can help drive your business forward.


Forte Update – We Are Now Google AdWords Certified!

It’s been a busy few weeks at Forte Web Solutions. We said goodbye to Sarah who has emigrated to New Zealand although she will continue to work with us on a freelance basis.

We are also working with some new clients to develop their web presence and to establish a successful digital marketing strategy, as well as continuing to run successful Google AdWords campaigns for Furniture Assembly Services and Passmores solicitors.

We are now Google Adwords Accredited!

The big news at Forte this month is that Robert is now a Google Certified individual. The Google AdWords certification is a professional accreditation that Google offers to individuals who demonstrate proficiency in basic and advanced aspects of AdWords.

If you are looking to drive sales through online advertising or have a current Google AdWords campaign which you are wishing to review then please feel free to contact us to see how we can help you.

Pay Per Click Advertising Explained – A Simple Guide

Pay Per Click Advertising (PPC) such as Google AdWords, Microsoft AdCentre or Bing Advertising should be an integral part of your online marketing strategy. PPC advertising offers a totally transparent marketing spend, and being so easy to track conversions and calculate your Return on Investment (ROI) has helped it become the most popular form of online marketing spend.

Despite this though, many small business are not fully aware of PPC marketing and what it can do for them. If I said it can help you compete against bigger companies whilst keeping a tight control of your budget then I am sure you would want to know more.

Pay Per Click Advertising (PPC) is quite simple

We can split PPC advertising down into 3 very simple steps:

  1. You choose keywords that you want to be associated with your advert then create the Ad.
  2. You set out how much you wish to spend per day and how much you are willing to pay for each click of your advert.
  3. The search engine will display your advert when a relevant search that matches your keywords is made.

So in a nutshell you choose some keywords, create an advert, set your preferred budget and your advert will start showing to customers who are actively searching for your product. That is the basics of PPC Advertising.

It doesn’t quite stop there though. You need to research your keywords, write your Ads and create your landing page (the page on your website where people land after clicking on your Ad), all of which need to be relevant to rank highly enough for your advert to display.

In addition, there are many ways in which you can display your Ad using Ad Extensions and if you want your campaign to be successful then you will need to setup your account as efficiently as possible.

The PPC Account Structure

Under your PPC account you have campaigns and under campaigns you have AdGroups that share a common overall theme. It sounds complicated but let’s look at an example of an educational institution who want to promote courses.

At the campaign level we may have a number of campaigns split out by subject area such as Business. At the Ad Group level we may well see more defined categories such as undergraduate business studies or postgraduate business studies.

The AdGroups contain Adverts, Keywords and Bids but share the budget and geographic targeting amongst others, which is set at the campaign level.


To recap, Pay Per Click Advertising (PPC) at the basic level can be split up into 3 key steps:

  1. Choose your keywords and create your Ad.
  2. Set your budget.
  3. Your Ads are displayed when a relevant search is made.

Pay Per Click Advertising (PPC) is an area that you or your company should be considering as part of your marketing strategy with 58% of companies increasing their paid search budget over the next 12 months and 55% of companies spending more than £50,000 on paid search per year according to e-consultancy UK Search Engine Marketing Benchmark Report 2014.

If you’d like any help on your PPC, feel free to get in touch with me today.

Google to drop 2nd Line of Ad Text in favour of Ad Extension for Mobile Ads

Google last week announced an improvement to the way mobile search ads appear on devices in order to show more relevant and useful information to customers.

From October 15th 2014 ad extensions may show instead of the second line of ad text depending on where the ad is displayed, or to put it another way as Google explained in a blog post “Description line 2 may or may not show, depending on how well it’s expected to perform”

[quote Text=”By eliminating the second line of ad text, we give businesses another point of engagement with customers in their ads ” name=”Senthil Hariramasamy” name_sub=”product manager at AdWords”]


Google used the example of a fictional florist who’s adverts displayed when potential customers searched for “flowers”.

We can see from the example below that before the update the advert displayed two lines of general information whilst after the update this second line is replaced by ad extension information.

Example of google ad-words update


“By eliminating the second line of ad text, we give businesses another point of engagement with customers in their ads – in this case, it’s the additional location extension,” writes Senthil Hariramasamy, product manager at AdWords, in a blog post. “With just a single click on their smartphones, consumers can now directly engage with Flowers Forever in three ways: they can visit the mobile website, place an order, or get directions to visit the store.”

What does this mean for my adverts?

Whilst you can keep your ads running as they are your AdWords Manager or AdWords Agency should be looking to optimize your mobile ads to take advantage of this upcoming change. Specifically your AdWords manager should be:

  • Ensuring that your most important information is in the first line of ad text. This will help grab the customers attention straight away. Although the first line of paragraph text is limited to 35 characters.
  • Be enabling all the relevant extensions that could display instead of the 2nd line of text.
  • Be optimising your mobile adverts so consumers searching on such devices can take the intended action on the go.

With this change on the horizon you should be looking to set up ads specifically for mobile devices and enabling every relevant ad extension that is applicable to your business.

If you need any guidance on optimising for this change, or to optimise your AdWords account then contact us at enquiries@fortewebsolutions.co.uk for a free Google AdWords consultation.


Pay Per Click Advertising – How does Google make its money?

Google AdWords Logo

97% of Google’s revenue comes from advertising. Online Advertising now accounts for more spend than traditional advertising in newspapers and magazines.


It will come as no surprise to many that Google makes most of its money from advertising. In fact 97% of Google’s revenue comes from advertising and according to a study released by eMarketer back in 2011 print advertising spending in the United States was expected to fall to $33.8 billion in 2012 from $36 billion in 2011. This means that for the first time, online advertising has surpassed traditional advertising in newspapers and magazines.

Top 10 Most Expensive Google Keywords

We run Google Adwords campaigns for many of our clients and the Cost Per Click (CPC) various enormously between campaigns so what are the most expensive keywords?

Top 5 Most Expensive UK Keywords by Category

  1. Gambling
  2. Claims and Compensation (Legal Services)
  3. Insurance
  4. Debt
  5. Computing

Figures by Hallam Internet Ltd

Top 5 Most Expensive US Keywords by Category

  1. Insurance
  2. Loans
  3. Mortgage
  4. Attorney
  5. Credit

Figures by Wordstream.com

The UK and US markets do vary when we look at individual keywords but the categories are remarkably similar. Both financial and legal services feature in both countries top 5 list.

Below are two interesting infographics, the first by Hallam Internet looking at the UK market the other by Wordstream.com looking at the US keyword market.


What are the most expensive UK Google AdWords Keywords? The Infographic

The Most Expensive Google AdWords Keywords Infographic
Infographic by Hallam Internet Marketing


What are the most expensive US Google AdWords Keywords? The Infographic

Where Does Google Make Its Money? [ infographic ]

Google Adwords – Does it work?

Customer Case Study: Furniture Assembly Services Ltd

A common misconception when launching a new website is that your customers will naturally find you and use your services straight away.  Within a few weeks of its launch, you will see first-hand that this unfortunately is not the case.

One of the most popular ways of your customers finding products or services is by using a search engine such as Google, Yahoo or Bing.  As discussed in our previous blog post ‘So you have a new website – what next?’, it can take a considerable amount of time to build up the kind of online reputation needed to appear on the first pages of these search results.

This can be very frustrating to a new business, as was experienced by David from Furniture Assembly Services Ltd after starting his business at the end of 2011.

David’s Story

Furniture Assembly Services Logo

David first contacted us in November 2011 for us to create a website and a promotional leaflet for his brand-new business (see our portfolio page for full details).  After launching his website, business was a little slower than David had hoped and he as a result, independently sought the help of an online marketing company.  After investing in a Google Adwords campaign with another company, he unfortunately had disappointing results, so then turned to Forte Web Solutions for some help. See our ‘Search engines – pay-per-click’ page for an explanation of what a Google Adwords campaign entails.

Having examined his current campaign, we found that the following essential aspects were missing:

  • A campaign-specific webpage specifically for the purpose of the Google campaign (also known as a ‘landing page’)
  • Thorough research into what customers were actually searching for and the inclusion of multiple keywords in the campaign (the original campaign included just one keyword)
  • Close monitoring of the campaign to evaluate the customer journey after arriving at his website

David decided to entrust Forte Web Solutions with a brand new campaign in February, as soon as his previous commitment had ended.  We implemented all of the above and worked very closely with David (and continue to do so) to get the best possible return on investment.  It is true to say that David is now very happy with how his campaign is performing, and has recently purchased his third campaign with us.  Due to his prime position on the first page of Google, he is now receiving a good level of quality enquiries, which is seeing his business grow from strength to strength.

In his own words:

“When I was approached first of all by a company telling me that they would guarantee first or second place on the Google results page, I was sceptical.  They then told me that this would happen if one certain key phrase was typed into the search engine.  Eventually, recognising that most of my new business would come from the search engine, I agreed to try this for two months.  Although I did indeed appear at the top of Google as promised, it was only having entrusted the campaign to Forte that I realised the limitations of this other company.

Forte researched all the key words and phrases related to my “product” and carefully selected the most appropriate, not just relying on a single key phrase like the previous providers.  They also discussed with me the most likely times of the day, and days in the week that customers would be looking for my service.  This discussion enabled a targeted campaign which could be adjusted up or down, wholly dependent on results.  That is where we are today.  We have, over recent weeks agreed to change the times when we pay per click.  This has allowed me to budget accordingly, knowing that the visits to my web site are being closely monitored by Forte to enable immediate changes to the Adwords campaign, as necessary.

Whilst I am now spending money regularly on Google Adwords, I now know that I am getting better value for money and more return on investment, with close monitoring and a flexible approach by Forte Web Solutions.”

So yes – a Google Adwords campaign can be very successful, but only when managed correctly and most importantly, when managed closely.  To discuss with us in more detail how we can help drive more custom to your business with an online marketing campaign, then please get in touch.

So you have a new website – What next?

This blog is the first in our series of blogs that focus on driving more people to your website

So you have a new website. Now you can sit back and watch your customers come to you… well, not quite. You now have a great shop window, but any potential customers do not know about the existence of your shop!

Think of your new website as a physical shop. It’s brand new, looks better than many of the big High Street shops, but you have one major problem. The big stores are on the High Street, whilst being a brand new store; your shop has no reputation and sits in a small backstreet several blocks off the busy main area.

This means you have no passing custom, and with no reputation, people will not walk away from the High Street to find your store.

So how does this translate to your new website?

Well first of all, you may have a new domain name that has been registered in the past few weeks. Google and other search engines don’t give a lot of weight to new domains. This is because in the past, spammers would setup up new domains, hijack search results and sell such items as illegal pharmaceutical products before disappearing.

So your new website has no reputation (unless you have bought an established domain name), which is something that over time you will start to build up… but how do you go about building up this reputation and start getting traffic to your website

Start promoting your site.

Your new website, like a physical shop or business location needs to be promoted in order to make people aware of your existence.  As far as your domain reputation on Google and other search engines are concerned, this will take anything from 6-18 months to achieve, but by undertaking some basic Search Engine Optimisation (SEO) techniques, you can start to push your business to all parts of the web.  And best of all, this needn’t cost you a penny.

Basic SEO

Natural Search:

This is the ‘white’ section on Google that appears under the sponsored links at the top.  This does not cost any money, but takes quite some time to reach the top of the listings.  Nevertheless, this is an extremely important activity to partake in.

Make your site Search Engine Friendly

All search engines want your content to be relevant to what people have searched for. So with this in mind, if you have a page selling car tyres for example, make sure that your page has plenty of direct references to car tyres.

Let us go back to the high street shop analogy. You put a flyer up on the High Street promoting your tyres, now someone sees this flyer and finds your store in the back streets of a big city. They have come all this way only to find that you only sell car tyres when in fact they were after bike tyres.

In the online world if your page was set up in a similar manner, Google would not rank your site very highly, as they want to deliver accurate search results to its users.

In the second part of this blog series, we will go into more detail on how to make your site friendly to search engines, but as a starting guide, make sure your website provider has included relevant keyword(s) when designing your site (don’t worry – this may seem a little too technical now, but we will explain in more detail later on in this blog series).   Each page on your website will have the following components: Page title, Page URL, Page Meta Description and Page Body Copy.  See how we use relevant keywords in this example for a Web Design Company in South Wales:
[content_box title=”Components of a Search Engine-Friendly Web Page” color=blue]
Page Title: Web Design South Wales

Page URL: www.fortewebsolutions.co.uk/web-design-south-wales/

Page Meta Keywords: web design south Wales, professional web design south Wales, south Wales web design

Page Meta Description: Professional Web Design in South Wales from Forte Web Solutions. Looking for Web Design in South Wales? Contact Forte Web Solutions

Page Body Copy: If you are looking for Professional Web Design in South Wales, look no further than Forte Web Solutions. Forte Web Solutions have been offering professional Web Design in South Wales for…

Link Building

Link building is the name of the process of increasing the number of incoming links to your website (in a nutshell, adding your website link to other relevant websites, in the form of directory listings, blogs, comments etc).  It is an extremely important activity in building up your site’s reputation hence improving your search engine position.  Without this, you will run the risk of remaining as that imaginary store, stuck in the back streets of a town.  If you don’t let people know you exist then they will never find you.

Below are a few places you should consider adding your site to.  We will delve further into the world of link building in a later part of this blog series.

Google Places

The very first thing you need to do is create a Google account so you can add yourself to Google Places. You may even find that your company is already listed.  If this is the case then you will need to claim your company listing.

Bing Local Search

Bing is Microsoft’s search engine, which is quickly gaining in popularity – so you will want to get your company’s website listed here. Here in the UK, you have to go through a site called my118information. Again, like Google Places, check that your business isn’t already listed. You will get a phone call from a company representative in order to verify your listing, so be ready and wary of the sales phone call that follows.

Yahoo Local

You can add your listing to Yahoo! Local via a company called Infoserve in the UK. If you’re in the States, you can use your Yahoo account and navigate to Yahoo! Local Listings.

Other relevant websites to your industry

It is a good idea to search for relevant websites to your industry such as directories, free advertising sites (e.g. Gumtree and AdTrader), review websites and blogs (and anything else you can find).  You can usually register on such websites, participate in blogs and discussions, or place adverts, and include a link to your website when doing so.  As a regular activity, this can be invaluable in your link building strategy.  What’s more, if you have a large workforce – then you should strongly encourage employees to also participate in this link building activity.

So how do you compete against the businesses who are already in the ‘High Street’?

As the process of gaining a good reputation is often rather lengthy, one thing that many companies consider whilst they are slowly climbing the natural listings is investing in a paid search listing. A paid search listing, also known as a sponsored listing, usually appears at the top and the right hand side of search results.

If your website is new, or if you don’t have the big money to spend on SEO agencies to improve your natural listings, then paying for a sponsored listing is often a very cost-effective method of attracting customers, and putting you firmly in the ‘High Street’ of a search engine.

Such advertising is known as ‘Pay-Per-Click’ advertising, or ‘PPC’ for short.  The reason for this is that you only pay the search engine when somebody clicks on your listing.

PPC campaigns work on the basis of keyword bidding, whereby you ‘bid’ on a specific search term(s) related to your website/ business. Going back to our fictional tyre shop languishing in the back streets, with a PPC campaign you can bid on keywords to put your shop right in the centre of the High Street, up there with the big players.

The amount you pay depends on a number of factors, such as the number of people bidding on the keyword, the quality of your advert and the quality of the page that users land on when they click your advert.

We will cover PPC advertising in greater depth in a later part of this series. We have lots of experience of running highly successful PPC campaigns for small businesses in South Wales, so please contact Forte Web Solutions for free advice or to discuss how we can maximise your return on investment.  You can find out more on our PPC advertising page.

[content_box title=”Recently attended a Google event?” color=blue]If you are in the South Wales area and have recently attended a ‘Get Welsh Business Online’ event with the Google Juice Bar, then please feel free to get in touch with us for some additional free advice on getting customers to your new website.


Part 2 of this article – Making Your Site Search Engine Friendly


Pay Per Click Advertising (PPC) tips

If you are currently using Pay Per Click (PPC) advertising then it is worth taking a bit of time out to reflect on your campaign. Here are ten my top tips to get the best out of your PPC campaign.

Read more