Pay-Per-Response Advertising

Unlike traditional media where the advertiser is charged a set fee for inclusion, regardless of success, pay-per-click advertisers are instead billed a nominal amount per individual ad response.

If there is zero response to particular PPC ad then the advertiser is not billed by the search engine providers. However, considering the recent growth in popularity, a zero response is unlikely. Search engine advertising will normally prove highly effective.

With low setup costs, pay-per-click advertising represents minimum risk when compared to other forms of advertising.

Keyword based ad-targeting means your PPC ads are only seen by people actively searching for goods or services like yours. You no longer have to pay extortionate fees to advertise blind to the masses.

As well as regional, national and/or international coverage, the visibility of your Google™ ads can even be limited to a given range from your postcode. If your goods or services are best suited to people in your immediate vicinity then local Google™ advertising is the ideal solution.

Like all things Internet, PPC ad performance is easy to measure in real time. Based on before and after conversion figures, individual ads can be fine-tuned to deliver maximum ROI.

For example, if the click through rate (CTR) for a particular ad is low then the ad heading and/or text can be altered to see if performance improves. A-B split testing is one such technique for comparing similarly worded ads.

Although all kinds of ad tracking information is available, the most important figure for many advertisers is the overall advertising cost per enquiry if not the cost per sale.

Pay-per-click ads are displayed above, below or alongside the natural search engine results.

If a search engine user clicks your PPC ad link, their response is recorded and you are billed for the individual click.

The cost of each Website referral can range from a few pence to several pounds, depending on the number of competing Websites.

Advertisers must bid for individual clicks and set a maximum daily budget. The top position is awarded to the highest bidder.

To achieve the best return, your ad text, keywords and Website landing page can all be fine-tuned by comparing activity figures before and after each minor adjustment.

To open your Google™ advertising account Refresh Marketing require the following information:

Target keywords (optional)

Required for each PPC ad. Refresh Marketing will identify the most profitable keywords based on your initial keyword suggestions.

Profitable keywords are keywords frequently used by search engine users, yet so far undiscovered by other search engine advertisers.

Number of ads required (optional)

To test the water, one or two generic ads linking to your home page may be sufficient. For maximum ad performance however, you should consider more targeted ads for each of core products and services.

Each ad will ideally link to a dedicated Website Landing Page containing marketing orientated content and a clear call-to-action.

Total monthly budget

Refresh Marketing optimise your account to achieve the maximum number of ad responses for your total monthly budget. Your credit card will be charged each month by Google™ after Internet users respond to your ads.

Budgets can be changed easily at any time.

Credit card details

Required to pay for your advertising clicks. As you are charged directly by Google™ and/or Yahoo! a valid billing address is also required.

NOTE: After a period of three months Google™ advertisers may apply for a credit account.

Professional Google™ Advertisers aim to find the most responsive search engine audience for the best value. Refresh Marketing offer the following PPC advertising services:

Google™ account setup

To begin PPC advertising we suggest you start with Google™ to reach the largest single Internet audience.

Setup includes..

Google™ search engine keyword research
The opening of your Google™ account
Addition of Website ad tracking code

Yahoo! account setup

For near complete UK search engine coverage we suggest you include Yahoo! Search Marketing. Account setup includes..

Yahoo! (AKA Overture) keyword research
The opening of your Yahoo! account
Addition of Website ad tracking code

Ad preparation

Based on the most appropriate and frequently used search engine keywords, targeted ads are created to advertise Web pages detailing your individual products and services.

Conforming to Google/Yahoo! advertising guidelines, completed ads are launched subject to your approval.

Ad reporting

Individual campaign reports include a summary of click-through performance along with suggestions to help fine-tune your advertising for improved ROI.

As search engine usage is constantly changing, all recommendations are based on most recent activity. Refresh Marketing will fine-tune your advertising as required.

The frequency of ad reporting is normally determined by your click budget. Light advertisers may only require quarterly reports. Heavy advertisers may prefer weekly reports.

Refresh Marketing aim to take the guesswork out of PPC Ad management. By accurately measuring Ad responses and Website activity we aim to prove to you just how effective PPC advertising can be.

Refresh Marketing offers you..

Independent Ad monitoring

Refresh Marketing do not rely solely on the tracking figures provided by Google™ or Yahoo! Search Marketing (formally Overture).

Instead, we count the actual click-through's to your Website from each and every active Ad campaign.

Google™ Content Network

The Google™ Content Network is potentially a great source of Website traffic. However, the standard reports available from Google™ do not currently reveal which Content Network Ads are working best.

Refresh Marketing monitor Adwords™ traffic from both Search AND Content Network Ads separately for more accurate performance assessment.

Simplified management reports

Client Ad Management reports are typically generated by cutting & pasting figures directly from the standard Google™ or Yahoo! reports. Often the level of detail contained is overly complicated and potentially confusing to non-technical advertising or marketing managers.

With Refresh Marketing your accounts are managed by hand, by a qualified Google™ Advertising Professional. We summarise the details and remove the jargon to leave you with answers to the most important questions:

1. How much did you spend during the period?
2. How many people saw your Ads?
3. How many enquiries did this generate?
4. What was the average cost per enquiry?

All clients have direct access to their own Google™/Yahoo! accounts if greater detail is required. With Webmaster access to your site Refresh Marketing aim to calculate your overall advertising cost per sale.

As your PPC ad manager our objectives are to increase your total audience and to lower your average cost per enquiry.

Optimisation suggestions

Search engine preferences change on a daily basis. The most popular keyword and phrases this month may not be so popular next month. Regular assessment is therefore required to maintain & improve your advertising performance.

Refresh Marketing regularly review your keywords, ad copy & Website landing pages to identify new advertising opportunities. Written in plain English, our recommendations are included with your monthly activity reports.

PPC Advertising Growth

"Marketers are investing more online every month because it works"

UK Interactive Ad Growth Overtakes All Other Media

UK Online Ad Spend Soared Nearly 50% in '04

Euro Online Advertising Up and Rising

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