Paid Search

Paid search in the form of PPC is an easy way to drive cost effective, targeted traffic to your website.

AT ISM, we are interested in the paid search strategies that are strategically designed with the entire purchase process in mind; beginning with the first keyword users type into a search engine right to the final point of purchase.

In our view, good paid search strategists will use the right blend of keywords, ad-copy, landing page management and bid optimisation to formulate and execute successful paid search campaigns. The keywords you select form the basis for which you build your PPC strategy, you therefore need to select the correct keywords and combinations of keywords for your business. The best keywords will go unnoticed without compelling ads to attract your potential visitors, whilst your conversation rate will be minimised if you do guide your visitors to take the desired actions once they are on your website. At ISM, we aim to empower you with the knowledge and the principles that make the entire purchase process a reality, so that you can design paid search strategies that not only consider the correct keywords for your business but also consider your visitors journey right to the point of purchase.

Once your paid search campaigns are set up, how you manage these plays a critical role in the level of success and ROI you achieve. If you bid to high on the wrong keywords, you ‘burn’ through your budget without achieving your objectives, bid to low and you lose valuable customers to your competitors, success with paid search is a fine balance. Sophisticated bid management tools can automate key processes that enable you to be more efficient with your campaigns. We know, from years of experience that the use of automated bid management tools coupled with a technical understanding of when to use a ‘hands-on’ approach can be very powerful.

To learn more about how to execute your own paid search strategies that will deliver more traffic and conversations to your website, call us now on +44 (0) 20 7060 7010.