DOM Marketing brings a bespoke ROI-focused solution to managing your PPC campaigns. Our dedicated senior team of PPC managers will use maths and expertise while managing your AdWords and Bing campaigns to increase your online shops sales and conversions.
PPC advertising is faster than other online marketing techniques and responsive to short term promotions. Our services focus on reducing wasted spend while increasing campaign revenue. Our aim is to help online shops achieve a healthy profit from their online marketing spend.
We are able to create a number of bidding strategies to suit your business objectives, including cost per acquisition and cost per sale models. The aim is to generate sustainable growth by working in tandem with your ability to offer a great customer service.
Flexibility is the key to business success.
DOM Marketing can optimise your PPC campaign to drive conversions to achieve your cost targets (within limits imposed by market and online conditions) or we can optimise so that your spend falls in line with a return on investment figure.
PPC campaigns can also be used in lieu of CPM-based display advertising to promote your brand.
As you only pay for an ad when it is clicked, you get great brand-building exposure at a relatively low cost.
If you are already active in PPC, our audit pinpoints the areas where improvements can be made, pointing out any lost traffic from low bids, poor quality scores and keyword targeting issues. We will also examine the structure of the ads to find where campaign restructuring may bring better ROI.
Our senior team of Managers’ use years of expertise, some of the industry’s best technology and sharp mathematical minds to optimise your campaigns. Our PPC solution includes both landing page optimisation and targeting of ads to desktop and mobile devices. We believe that having a well thought out campaign architecture is key to success.
As well as targeting the keywords your clients are using, DOM Marketing is able to target locations where the website users are most likely to convert, as well as targeting ads to the varying device types in use (such as mobile, tablet or desktop) and even which kind of connection they are using.
We can tie your advertising to certain times of the day to reach your audience during routine events such as meal times, or to tie in with television advertising as it airs, optimising second screen activity.
Careful planning is the foundation to a successful PPC campaign. The considered selection of keywords, match type and overall PPC account structure is essential. At DOM Marketing our expert team take the following approach:
We work with your site navigation and user experience (UX) to build PPC relevancy between your site and the search terms used in your campaign structure.
We scope out thousands of potential PPC keywords and test them in the real world. Through testing and real world learning, we develop a wider picture of the market and what works for you and your customer base. We analyse this data and carry out further keyword research based on our findings.
There are four main PPC keyword match types, Broad Match, Broad Match with Modifiers, Exact Match and Phrase Match. We select the best performing combinations for each keyword and continue to refine this using real world data to ensure that your costs are minimised.
DOM Marketing is able to identify keywords that are associated with your search terms, but do not reference the products or services you offer. These are known as negative keywords. Once identified, we can amend your PPC ads so that searches containing these ‘negative’ keywords do not trigger an advert for your brand.
Once your PPC campaign is up and running, DOM Marketing will continue to analyse the data from Google AdWords and Bing. From our analysis, we will identify more opportunities to improve the effectiveness of your ad spend and aid conversion. Bid adjustment techniques include:
We can predict the most profitable days for your sales, or to maximise customers browsing the site. We are also able to optimise for the time of the day, meaning that we stop advertising in less productive dayparts.
People behave differently in different environments. We are able to optimise ad spend by device, and point people browsing on smaller screens to optimised landing pages if your site is not yet fully responsive.
Once the planning and research is complete, we can implement our findings and build you a truly brilliant PPC advertising campaign.
Text ads appear alongside traditional free listings in the Search Engine Results Page. They offer quick wins for non-ranking products and add legitimacy to your organic listings.
Google Shopping is a paid ad service that allows you to appear amongst a set of price and delivery data. Aimed at the shopper seeking value, it is a great product for retailers that are price competitive.
Are you on your way to becoming an international brand? If so, DOM Marketing can help you.
We have helped many clients to increase international sales through the development of new sites and the associated international PPC campaigns.
Display ads are graphical images. We will make sure that these ads feature across relevant sites in the Google Display Network, reaching in to targeted niches that are likely to yield customers for this pay per impression service.
Although these CPM-based ads help sales, the key benefit of display ads is for expanding brand recognition.
Remarketing can help you reach people who have previously visited your website and can even show products they have viewed. The ads will appear as they browse sites that feature Google Display Network advertising.
YouTube is the world’s most visited video portal. If you have an existing video or TV advert, DOM Marketing is able to promote your brand message to targeted groups and locations. This service operates by making a charge for each ad that is interacted with or is watched beyond 30 seconds. The model is known as Cost Per View (CPV).
This service adds additional information to the SERP page showing your advert. Activating these free PPC ad extensions does not add cost to your campaign, but does increase the amount of space taken up by your ad on each search page. This means your ad looks larger and more impressive alongside your competitors.
PPC ad extension options include:
Information is fed from systems such as Feefo and Reviews.co.uk to give a customer’s eye view of your service.
Links to product categories are displayed alongside your advert. This adds extra connectivity to pages further into your site
Add your local store address and a link to Google maps. Ideal for publicising click and collect locations. This will be triggered by your user’s location.
Display your local telephone number and enable it to be called directly from the ad on mobile devices.
During these months, the team at DOM Marketing will run your account to gather data on the prevailing real world conditions in the PPC marketplace for your brand.
This will also be the period where we will build your campaign and draft the bespoke PPC strategy for your business.
Your AdWords spend will be at its least efficient. We recognise this; and this is why this stage is also the most labour intensive. This will set the foundations for the future success of the campaign, but will keep costs under full control.
This is an intermediate period. Our initial AdWords data collection scales down, and we begin to operate in a manner similar to how the account will operate at maturity.
At this point, you will be seeing positive results and conversions. We will begin to review strategy and targets with you, and make sure we are fulfilling your business needs. We will also continue to fine tune and investigate new leads and opportunities for you.
At this point, your PPC campaign will be hitting targets and exceeding expectations.
DOM Marketing now moves to a strategy of fine tuning, experimentation and monitoring the market for new trends, keeping our finger on the pulse of your industry.
Unlike many agencies, DOM Marketing believes in the value of clear, concise PPC reporting. We always make sure that you have the data to hand for your meetings in an easily presentable format.
Moreover, we offer complete transparency and access to the various sources of information that we use on a 24/7 basis.
Our office hours are Monday - Thursday: 9 am to 6 pm, Friday: 9 am to 5 pm
Birmingham Retail Marketing Agency
©2016 - DOM Marketing Ltd. All Rights Reserved.
Studio 115, The Custard Factory, Gibb Street, Birmingham. B9 4DJ.
Company number: 07353732 | VAT Registration Number: 215 6968 83