A recent campaign with a client saw them make an extra £21 million income, which they would not have been able to do without our Strategic PPC Campaigns.

The first step was to take over the PPC account set up by the Client, thus maintaining the valuable click-through history that has such a significant bearing on rankings.

The next step was to optimise the keywords and ad groups. Redundant words were cleared out and new ones have continually been added that better reflect the product ranges as they change with the seasons. A lot of attention is given to the match type for the keywords, so that the ads are targeted much more carefully, thus increasing conversion and ROI.

Ongoing text optimisation ensures that the ads are updated in a timely manner. When seasonal discounts were promoted on the site, for example, the ads highlighted the reductions, thus attracting relevant purchasers. The copy was then updated again ready for the autumn, and ongoing changes ensure that every ad is carefully optimised to suit the time of year and the products that the Client wants to promote.