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The brief was to target the local town (Pontypridd), appealing to the student population, and highlighting the companies features which set it apart from local competition. It was also important, given the nature of the companies target customer, that the site be mobile-friendly. When viewed on a mobile device, the site includes a ‘Click-To-Call’ icon, so that viewers can dial the taxi number without having to find a pen!

With almost total control of the site, it was ideal for optimising the text to run alongside a Google Adwords campaign – which resulted in higher ranking adverts, at a lower CPC than was being achieved prior to the re-design.

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Your Adwords ad is the first point of contact which your (potential) customer uses to decide whether to investigate your company further, or not. A good ad should have a ‘call to action’ (‘Call Now!’, ‘Book online’ etc), as well as highlighting any of your Unique Selling Points (USPs). If you’re having a sale, got stock of the latest must-have item, or have anything that sets you apart from the rest – this is the place to shout about it!

Of course, the flip side is that your ad should only reflect what viewers are going to find if they do click on your ad. If someone is searching for tennis shoes, and you sell ballet shoes, then any clicks to your site are going to result in very short visits. This not only wastes the viewers time, but YOU pay for the privilege!  It’s also worth baring in mind that even if viewers don’t click on your ad, then everytime your ad is displayed and NOT clicked on, your Click-Through-Rate is reduced. This means that you end up paying more for future clicks.

Another important point is that you should have several ads for every set of keywords. Using Google’s default settings, your ads will be rotated evenly until it becomes clear which ad is more efficient. After a while, you should notice that certain ads get shown more than others, this can help to determine what appeals to your target market.

As always, if you’ve got anything to add, please comment below

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One of the main benefits of Google Adwords is the control you have over spending. Once you have decided on a monthly budget, it’s easy to cap your spending so things don’t get out of hand. But how much you should spend is of course another matter. It’s important to remember that Adwords marketing is purely reactive (unlike newspaper ads, leaflets, cold calling etc) – you only show your advert to people who are actively looking for what you’re offering. That said, as a sole trader/small company it’s important to keep a tight rein on your expenses. The table below gives some idea what to budget when using Google Adwords for the first time.

A guide to establishing a monthly budget

I hope you find this guide useful – if you need a more personalised suggestion, then get in touch Info@PageCrest.co.uk, or add your comment below.

Good luck!

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Thanks for visiting PageCrest.co.uk! On this page I’ll be keeping a blog of any news and updates regarding pay-per-click marketing, and internet advertising in general. I’ll try to keep you up to date with any developments, as well as posting any tips which might help you manage your own campaigns. If there’s anything in particular you’d like to see featured then please get in touch with me Here, or alternatively you can comment below to get a discussion started!

I look forward to being a helpful resource for anyone who wants to make a success of internet marketing

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