for digital
for digital
for digital
Supporting businesses across a range of different industries,
taste for digital services have been designed to provide
business owners and directors
access to the online expertise of the equimedia group — at a price more
suitable to your budget.
Take a look at how we have helped businesses like yours…
To drive people to your website and increase sales. Pay per Click (PPC) advertising is a great way to reach people searching for what you offer and it’s particularly important if your site has little or no natural search visibility. You can attract people to your site who are searching locally for what you offer and increase leads and sales through desktop computers or mobile devices.
And your competitors are doing it!
Pay Per Click (PPC) advertising is a real time auction which allows advertisers to identify and target searches that their potential customers are making through Google. Essentially it’s a cost effective way of harnessing the power of Google, attracting customers and building sales or leads. Importantly, you only pay when someone clicks your ad.
It’s not easy to get PPC right and can be an expensive mistake if you get it wrong, so taste for digital allows you to access the 14 years of digital expertise of equimedia, but in a way suited to your needs. The taste menu of PPC services allows you to access expert advice, choose the right level of investment for your business and have your campaigns managed by Google Qualified experts, freeing up your time to focus on your business.
Display advertising is a proven method of reaching new customers in the right location at the right time, increasing interest in your products and services, visits to your site, as well as driving increased searches for you and your products in Google. Online display ads managed by taste for digital are a highly targeted and cost efficient way to increase your brand awareness and sales.
Your ads are built and designed to drive interest in your company. They are shown to people browsing the web who are likely to be interested in what you have to offer. We can target by age, gender, interests, location, sites visited and keywords we know are relevant to your services or products. Each ad impression is bought at a cost suited to your budget and the campaign is constantly monitored to improve performance over time.
taste understands how to get the most out of Display ads. Our experts make sure your ads deliver effective messages that drive additional interest in your brand and your products. The success of any display campaign is down to the detailed campaign targeting set-up and interpretation of the results data which help to drive great campaign performance. taste for digital campaign managers are expert in helping you get maximum value from your budget.
At taste for digital we have identified a range of additional services that will be valuable to some businesses including website build and campaign landing page design, video, Search Engine Optimisation, Google Analytics set up and advice and support on how to get more out of Facebook and Twitter.
We discuss with you what your digital priorities are and then assess your websites performance. We can then advise you on the best digital route forward and provide you with a proposal detailing costs and benefits for your business.
As part of the larger equimedia agency we have access to unparalleled international expertise across a range of digital services. We provide expert advice on where you should focus your online efforts to grow your business and profit.
The most frequently asked questions and their answers can be found below. Please take a few minutes to check if the answer to your query can be found here before contacting us direct.
Put simply, Pay per Click (PPC) or Paid Search advertising means your ads can reach those people searching for the product or service you offer, as they search.
When you want to find a local service, answer a question, or research a product you want to buy, most of us now reach for a computer, laptop, tablet or smart phone to search the internet. The dominant search engine in the UK is of course Google, and we even use the name as a verb, saying “I’ll Google it!” when you need to find out something fast.
Your customers are no different from anyone else and if they want to find your products or services they will usually search for them first in Google.
Having a website is simply not enough to make sure you will appear in relevant search results for the products and services you offer and that your potential customer will find you. You might appear on page 1 of the search results Google generates in response to a search, but if your competitor’s sites are better in Google’s eyes, you may not.
The quick answer is to use Google Paid search ads usually known as Pay per click ads (PPC); so called because you only pay for clicks through your ads. Google make it possible for you to pay to appear against specific searches using keywords (which are words or phrases people use when searching for services and products) through their Google Adwords product. If you set up an account you can use the software to enable your ads to appear against relevant searches. See example Google results page.
Setting up a Google Adwords account will allow you to create ads that you want to appear in the ‘paid search ads’ areas of the search results page for particular customer searches that contain the keywords that you identify as important.
In general, ads appearing just under the search box will get more clicks than the rest of the page.
The ads are bought on an auction model based on what you are willing to pay (or bid) for a click through your ad to your site. You can set up different click bids for each keyword you want to appear for. The amount you bid, the amount your competitors are bidding and your relevancy to the search will determine if, and where, your ad appears on the results page.
PPC campaigns are infinitely variable and for every keyword you want to appear against you can alter what appears the ad copy, when an ad will or won’t appear, on what platform e.g. desktop or mobile device, and at what cost per click.
In addition you can overlay many other targeting and ad enhancement techniques. Here are just a few:
Paid search is complex to get right, which is where taste for digital comes in.
We have Qualified Google Adwords experts who collectively have decades of experience of setting up, analysing the results and optimising paid search campaigns while making sure they are balanced with natural search visibility. Operating for clients, both large and small, across diverse industries and country markets, taste for digital delivers leads and sales at a time and price that is right for you.
To take advantage of our expertise, contact us through the form and let us call you back.
A well managed PPC campaign will deliver a greater share of the relevant searches to your site driving customer growth and sales at a price that you can afford.
Here is a search results page for a ‘Home Improvements’ search made in Swindon. You can see many advertisers are using paid search ads (PPC) with various ‘ad-ons’ such as review extensions and social extensions in their ads.
The map appearing top right is powered by having Google Places set up where you tell Google where all your branches are. This has effectively replaced most of the standard natural search listings. If this search had been done on a mobile device even more weight would be given to very local searches. Try searching for restaurants or pizza places on your phone when you are next in your local town – you will see what we mean!
This type of Google search results page is common for many business, especially for those general searches made at the beginning of someone’s research, so can you compete without PPC ads of your own?
Even if you have Google places set up and your site ranks well for key searches in the natural results, you will still be missing out on lots of new customers. Paid search ads crowd the results page and the ads at the top, just under the search box, always get the most clicks. We work to dominate this space for our clients and you can see an example in our blog on our work for travel company All Leisure Group.(link to blog).
A well-managed PPC campaign will deliver to you a greater share of the relevant searches in your area and drive growth in your customer base and sales, at a price that is cost efficient for you. To work effectively, PPC ads need to be set up properly, with good geographic and other targeting and ad-ons, highly relevant search keyword selections, compelling ads that generate clicks and the right bid price to make sure your ads appear for relevant searches in your area.Additionally regional businesses are likely to pay less per click than national competitors with a blanket campaign, because you are local and more relevant.
taste for digital are here to help you achieve the growth you want, and as a Google Partner Agency with a team of Google Adwords qualified experts, we pride ourselves on delivering to our clients’ expectations and delivering leads and sales cost efficiently.
Fill in the contact form to discuss how we can help you grow your business.
Paid search done well can become the most important form of advertising you do, delivering cost efficient leads and sales month in, month out, and form the bedrock of all your marketing activity.
It is a highly complex form of advertising to get right and it takes months for us to train one of our Google qualified Adwords experts, so it is sensible to get a specialist to do this for you.
Typically when we take over a PPC account from a Client or another agency we improve its performance by 20-30% in the first few months alone. We make sure that our Client’s Adwords campaigns are set up in the best way possible for their brand, products and customers buying habits, using Google ‘best practice’ set up techniques. Adwords can track response and we can analyse results so that we understand exactly which ads are delivering what in terms of awareness and responses, and adjust bids to make sure response is maximized for the budget available.
Taking advantage of the equimedia agency systems, taste for digital tracks clicks and responses, and controls budget deployment accurately, hour by hour, so we can optimise the campaigns to continually improve performance. This is an ongoing process given the market is constantly changing depending on the whims of your customers and the actions of your competitors.
We work with you to agree starting budgets that are conservative and focused on delivering leads or sales, and arrive at agreed performance targets.
Every paid search campaign takes about 4-6 weeks to mature and go through its first few rounds of core optimisations, so by the middle of month 2 responses should approach the first level of expected ROI. From then on we will continue to optimise the campaigns to deliver to your ROI expectations, expand your reach through increased PPC or by adding display activity to build awareness amongst new prospective customers.
This process is tightly controlled and builds over time to ensure continued success!
To take advantage of our paid search expertise contact us now to discuss your needs and aspirations by filling out the contact form.
We use equimedia’s big agency tools to control how your budget is spent over each month so that the maximum value to your business is wrung from every penny spent.
Our expert use of Google tools tells us where we need to start our bids. We calculate conservative bids needed to generate clicks, and then as people interact with your ads and response data comes through, we can adjust bids to deliver optimal performance and achieve or beat your cost per lead or return on investment targets.
We report on ads shown (impressions), number of clicks to site and Click Through Rate (percentage of total impressions — CTR). If we can place small tags or pieces of code on your website we can track when people complete actions, such as filling out an enquiry form, buying a product, calling you through a mobile device or downloading information from your site, etc. You tell us what you consider to be an important indication of interest (a ‘conversion’) and we can track it and report on it when it involves a click on your site.
We can then calculate how much each one of those conversions costs based on the total cost of the clicks through the paid search ads.
If your site is an ecommerce site and we can track the value of a sale we can also calculate how much revenue you earn for every £1 spent, or represent the return as a percentage.
This regular analysis informs our bid adjustments to ensure the overall campaign delivers to your targets.
If you have Google Analytics (GA) set up to report on your website performance (we can do this for you if you don’t yet have this free tool) we can use information from the GA report to show us how
The more information we have about how your customers are interacting with your advertising and site, the more accurate our ROI calculations will be.
To find out how we could help you grow your business please fill in the form and we can call you back to discuss your aspirations.
There are many reasons! Here are a few…
taste for digital is part of equimedia, a leading results driven Google qualified digital marketing agency established in 2000. taste for digital has been specifically set up to allow smaller businesses to access that larger digital agency expertise at a price that’s right for you.
We have a long track record of delivering great value for clients and our bespoke approach means that we typically spend 1/3rd more time than other agencies on optimising and improving campaign performance (Boston Consulting Group Study for Google 2012) for clients.
We have built our own automated systems to deliver results data to our experts quickly so they can interpret that data and optimise the campaigns – the human brain is better at spotting trends and opportunities, especially where budgets are smaller and there is less data.
We use sophisticated systems to control your budget deployment across each month, based on your customer’s habits and trends and make sure we get the maximum value for you from your investment each month.
Collectively our taste for digital teams have decades of experience in marketing many different brands in many different industries and countries and that experience can now be brought to bear on your campaigns to help you fulfill your ambitions.
Talk to us about how we might work together fill in the form and we will call you back.
The Natural search results are decided on by Google as the most relevant pages on the web for the specific search conducted. Google and other search engines such as Bing have built clever pieces of code (called algorithms or ‘spiders’) capable of ‘reading’ internet content. If a site is not built so that the Google Algorithm or spider can crawl it effectively and ‘read’ all of the content, it is difficult for that site to appear in natural search results because the Search engine will not know what the site is about!
Here is a typical results page for a search for a local accountant.
Making sure Google know where you are is possible using Google Places and registering can help you appear for localised searches, as shown above.
Google’s algorithm will also judge the quality of your site content and if it thinks other sites have more, relevant or better content, it will show their pages rather than yours on a search result page.
You can ensure your site is crawlable by the search engine spiders by including site maps for the spiders, internal links from page to page and ensuring each page has clear sign posts on what is on each page, but visibility on any search engine is not 100% guaranteed, and it is complex to fully optimise any site.
Google also recently changed its algorithm to improve its ability to read and assess content quality and so it is important to make your site content as informative as possible to increase the chances your site will rank in natural search results.
The skillset needed to get sites appearing high up in natural search results is Search Engine Optimisation (SEO).
If you would like our SEO experts to give you a topline assessment of your site, its ability to rank in natural search results and advise you what you could do to enhance your visibility in natural search results, please fill in the form and we will call you back.
Display advertising enables you to show the right ad to the right person at the right time, in the right place and at a price that suits your budget. It’s a great way of helping new people discover your brand, products and services as they browse.
Originally display advertising space was bought from individual sites, on a site by site basis, which for most advertisers is too expensive.
As a result display ad networks were created where the networks buy un-filled ad space at a fraction of the usual cost and make this available to their customers. Google created the Google Display Network and boasts coverage of over 90% of all UK sites and this is the network that taste for digital use for client display ads.
When buying space from an ad network you use targeting to tell the network the type of people you want to show your ads to, and where geographically you would like those people to be. You can also specify sites to appear on, although this is not guaranteed as the ad space is sold on an auction model, like paid search. Importantly you can also tell the network the types of sites you don’t want your ads to appear on such as gambling sites, porn sites, sites targeting children, etc.
Ad campaign planning works in a very similar way to paid search (link) allowing you to specify the age, gender, interests and location of the people you want to reach, sites you ideally would like to appear on, and also target by keyword. The keyword targeting allows you to have your ads appearing next to content about, for instance, your competitors, your services or products, or the needs your products satisfy.
If we can put tags on your site we can also target people who have been on your site before but who didn’t complete a conversion (fill out a form, buy a product, etc.) and remind them of your brand or service, driving them back to your site to complete their purchase. You can also vary the targeting by platform and have different targeting live for mobile devices and desktop devices. The variety is endless!
The other great feature of display ads is that the cost per 1,000 ad impressions is usually around 10% of the cost of ad inventory if bought direct from a site. This means that you can get great value for money and reach a huge potential market to spread the word about your company and services, greatly increasing your site traffic, leads and sales.
If you would like to talk to us about how we could help you reach a whole new audience cost efficiently fill in the form and we will call you back.
When you become a client of taste for digital we will send you results to show how your campaign is progressing. The frequency of the results will depend on your monthly spend with everyone receiving results at least monthly.
Your results will look like this with separate sections for paid search and display campaigns. If you only have 1 type of campaign live your results will just show that element:
Reading from left to right the columns show the results for each aspect of your paid search or display campaign.
The campaign descriptions will be in the first column and will be clearly labelled as either ‘paid search (PPC)’ or ‘display campaign’. Paid search or display campaigns might also be split into several rows each showing the results from a particular aspect of the overall campaign, e.g. ‘brand’ keywords and ‘generic’ keywords for paid search, or targeting groups for display campaigns. These sub sets of your overall campaign will be explained to you during the set up process.
Reading the results columns from left to right, here are their definitions:
When we send you your results we will highlight points of interest in the results and tell you what campaign optimisations we will be doing to improve performance in the next period. Our highly qualified and experienced campaign managers will look for optimisations regularly and work consistently to deliver value and increase the Return on Investment achieved for your budget.
To find out more about how we can help you run your paid search or display campaigns please fill out the form and we will call you back.
