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Digital Advertising

Advertising, Search Engine Marketing and Pay Per Click

Interested in digital advertising for your engineering or technology business but don’t know if it’s for you?

Pay-Per-Click (PPC) advertising is a method of advertising by auctioning for a select keyword or words related to what your customers are searching. Your aim is to be found on page one of the search engine results pages (SERP’s).

At the top of the SERPs, you will see the first few lines of results with a small green box and ‘Ad’ written in it. Below is an Advertisement someone has auctioned to pay to get to the top. You can see the search term of ‘Plumbers Kensington road London’.

This is an ideal example, as someone looking for an emergency plumber in London probably doesn’t care if they see an advert or not while their bathroom is flooding the lounge.

We always recommend trialling a Pay-Per-Click campaign with a small budget. The platforms for this are the regular Search Engines (hence the name Search Engine Marketing or SEM), such as Google, Bing, Yahoo and Baidu (for China). The social media sites can also be utilised such as Facebook and LinkedIn. Google now advertise their paid-for links to other related platforms such as Amazon, Facebook, news sites and related industrial sites.

We determine these keywords by some degree of common sense and a few software tools for verification, such as Google’s Adword Planner.

You can set the criteria, detailed demographically, such as location, age group and interests. You can set values and maximum limits, so you have control of costs.

Does PPC advertising work in the engineering and technology sector?

The great thing about Google Adwords is that people who don’t have an intent to purchase tend to overlook them. We see this as a positive as it disqualifies the ‘tyre-kickers’ out there.

The downside is someone browsing the internet for technical information is likely to bypass the Ads though, so it should be clear who you are targeting.

PPC does not work for everyone, but can also positively impact SEO results. A brand new website would benefit most from an Adwords campaign for a few months to drive traffic to it, which Google won’t otherwise do due to the newness of a site. The Google algorithms mark this down automatically.

The negative is that prices have risen for commonly used search words and are taken by more established, bigger businesses. This means that more testing is required and better, more granular search targets are found. 

The engineering and technology industry is still a relatively untapped market though, so we recommend them.

It often makes sense to do both PPC advertising and SEO.

If you are interested if Pay-Per-Click digital advertising is for you then get in touch for an informal discussion.

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