With Pay Per Click advertising being all about buying visits for your website, rather than gaining visitors organically, it’s essential you have a good PPC Manager or digital marketing agency partner. After all, everyone wants to be rewarded by search engines for devising great PPC campaigns that are relevant, targeted and effective. To ensure you generate the desired levels of leads it’s fundamental you have a good PPC Manager but what kind of traits should you be looking for?

Business understanding

Whether you have a PPC Manager in-house or you’re using a digital marketing agency like Clever Marketing, both must have a good grasp of your business. Not just the products or services you provide but how the business makes money and what the value of each lead is.

Proactive approach

Your PPC Manager should always advise on which strategy will generate the results you require. It’s not just about the tactical activity. A PPC Manager must be someone who is truly focused on your business and who can seek out those opportunities for you. This doesn’t just mean the leads and revenue that was generated yesterday but understanding wins and the losses as well as making necessary adjustments. A proactive PPC Manager will also test your accounts more often and be on top of the results so you can gain a competitive advantage.

Always on the ball

You want your PPC Manager to be continually asking questions about the results of a campaign, spot any consistencies and verify your budget is on track. This is in addition to checking the top spenders, verifying ad positions and following channel performance. New campaigns, ad groups and keywords need to be watched carefully too so any amends can be made swiftly.

Calm under pressure

A good PPC Manager will always be testing and willing to take risks. It’s a great way to stay ahead of the curve. They should be calm under pressure too. If something is not working, they must be able to find the source of the problem and get it back on track. Good communications skills are essential to ensure all relevant parties are kept fully up to date.


You want your PPC Manager to review your account frequently as it’s the most effective way to ensure your paid campaign’s a success. Accounts should be reviewed at least weekly and more frequently if it’s a new campaign. It takes time to filter out the irrelevant searches so this is especially important. Data is a key part of paid search with conversion rates, analysis, landing pages and ads all providing essential information. A good PPC Manager or PPC management agency will be able to discuss conversions, margins and return on ad spend with you so you can get the best return on investment.

Clever Marketing - Surrey Digital AgencyDo you want help with your Pay Per Click Campaigns? Does your business require additional support with paid search? Need a new PPC Manager?

Surrey Digital Agency, Clever Marketing, can act as an extension of your business, becoming your very own marketing department. Contact our Digital Marketing Manager Paul Mackenzie Ross on 020 3146 4341

Blogs are an essential element of the digital marketing mix as each post drives traffic to your website. It’s relatively easy to set a blog up and build a following but it takes time to ensure it receives regular traffic.

Successful blogs deliver quality content on a regular basis, which means they’re crawled more often by Google with the opportunity to generate potential leads higher. We take a look at what you can do to maximise your visibility and drive more traffic to your blog.

Write useful content your target audience will share

Your target audience can make a huge difference to the popularity of your posts. So do consider what kind of content is relevant to them and how you can make your posts more shareable. Evergreen content like “how to” guides, tips or education based posts are often popular choices although they’re not for everyone.

Content should be a key part of any digital marketing strategy. Having an editorial plan in place will result in greater consistency, whether posts are focused on a specific theme, topic or style for example. Google Analytics is, of course, essential to finding out where your visitors are from, their demographic profile and what kind of content is most popular among other things.

Make your content SEO friendly

There are a number of ways you can ensure your blog is SEO friendly starting with how it’s structured, what headings you use and which signal words are included. You should always optimise the length of your posts so they’re over 300 words and make sure you link to previous content where relevant.

Your featured keyword, which will help people find you, should appear in your post heading, title, URL, content and meta description. Consider what terms and phrases your target audience might type into Google when looking for the information they require. This will help you identify the best keywords to use. Research can also be conducted using tools like the Adwords Keyword Planner.

Reference your own content regularly

Readers appreciate blog posts with useful links so you should reference relevant content where appropriate, whether it’s a post of your own or someone else’s.  Links to relevant content are well received if they’re in context and provide value. They should never link to top-level web pages and any anchor text must be natural.

It might be worth creating a list of internal content for the purpose of blogging. If you haven’t already catalogued your own site’s content, consider an SEO audit or a website audit where a crawl will identify all your assets.

Let us know if you need a full website crawl, we can offer this as a standalone service or as part of a free website audit including performance, security, SEO and mobile-friendliness

Use social media to share posts and boost traffic

Leveraging your most effective social media channels is a fundamental way to boost traffic to your blog. Curating others’ content is great for encouraging people to share your content and interact. As well as the major social networking sites, consider social community sites such as StumbleUpon, Reddit or Pinterest as well. You will need to add value to these sites to get the return but the same applies to any social network. You get out what you put in.

Find influencers and join the conversation

Do you know who your influencers are? If not, you can easily create a Twitter list for example with the most relevant so you can start to build relationships. Joining relevant communities and Twitter chats is a great way to find new topics for discussion too. You should also research which hashtags are most appropriate to your industry. Including relevant @mentions in social media posts will also help increase your reach and visibility.

These are just a few ideas to get you thinking about how you can drive traffic to your blog. For further information, contact our Digital Marketing Manager, Paul Mackenzie Ross, at Woking’s Design Agency Clever Marketing on 020 3146 4341.

Google replaced standard text ads with expanded text ads (ETAs) last month. This change has been regarded as their largest since AdWords launched with expanded text ads visible across all devices.

Expanded text ads are designed to maximise web presence and mobile search results as they have a longer headline and description. They offer more prominent headlines with two 30-character fields instead of one. It’s worth highlighting headline one is more important the second headline but the two need to work together.

Descriptions have been merged into an 80-character field, previously there were two 35-character description lines. In addition, AdWords now automatically extracts the domain of your final URL and shows it as your ad’s display URL. This can also include two “path” fields where you can add copy to show visitors what they can expect when they click on your ad.

With these changes comes an opportunity to create much more eye-catching ads, resulting in greater visibility. Expanded text ads are mobile-optimised too so there’s no need to alter the settings when creating or editing. They’re also supported by the same AdWords tools as standard text ads were.

Do take advantage of the additional characters as longer headlines increase your clickable space. You must, however, ensure you review your entire ad creative when devising your expanded text ads. Write compelling and relevant copy that outlines your key point of difference while not forgetting about keywords, which feature in the path fields. The quality of your ads matters to Google, so don’t rely on the additional characters doing the leg-work for you!

Test and optimise your expanded text ads ensuring each works well on mobile and do experiment with different variations to see what performs best. You should test both new and old format ads next to each other, evolving your expanded text ads until they surpass the standard ads. Standard ads should continue running alongside expanded text ads up to this point.

If you’d like to read more, see the PPC Services we offer.

Need to get more out of your text ads? Contact Paul Mackenzie Ross, our Digital Marketing Manager at Clever Marketing, on 020 3146 4341.

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