As a Google Ads Certified Partner, our focus is on driving the maximum number of conversions at the minimal Cost Per Click (CPC), to ensure you're receiving the best return on your investment. We work closely with the search engine giant to keep up to date with the latest news from the world of Google and get insights into upcoming algorithm changes. Our expertise and passion for Google Ads means that we've been able to generate record donations and event registration for our not for profit clients.
7 Step PPC Process
We pride ourselves on establishing extremely well thought out, constantly monitored campaigns that optimise your budget and deliver exceptional returns. For this we follow a 7 Step process...
Step 1: Client and Competitor Research
As experts in the Third Sector industry, we'll immerse ourselves in your charity, taking time to learn about your objectives, industry trends, competing charities and USP’s to create a truly bespoke Pay Per Click campaign.
Step 2: Keyword Generation
Keyword research and selection is the vital foundation to the build of a PPC campaign, we'll establish which keywords receive interest, and through landing page and product analysis, we can select which would be most relevant to our ad group. Assigning keywords to an ad group is a straightforward process, but it is beneficial to ensure that they are closely related.
Step 3: Ad Copywriting
Creating compelling ad copy is one of the most important tasks in Pay Per Click advertising. In order to appeal to your audience, it's vital to have a 'hook' or compelling reason why a user should click on your ad. Our experts will guide you through this.
Step 4: Campaign Targeting
There are times when promoting your charity nationally isn't suitable. We can help you reach out to a local audience by targetting your ads within a fixed geographic radius or by town/city.
Step 5: Campaign Scheduling
Scheduling is useful if you want to target users at certain times of the day. For example, if your charity relies more on phone calls during open hours, it is not unusual to want to set a schedule that runs solely 9-5. We can help you plan and set this up easily.
Step 6: Campaign Optimisation
Campaign optimisation is crucial in order to push the performance boundaries. What worked in December will not necessarily work in January, so constant refining and evolution is important. We'll make sure that every angle is covered.
Step 7: Re-engage
Remarketing allows charities to re-engage with supporters based on their search intent, driving lost traffic back to your site and providing you with a second opportunity to convert a prospective supporter.
As part of ongoing campaign development, we think it's prudent to be constantly looking for ways to improve your campaign and gather learning. By regularly reviewing your landing pages, conversions and keywords that do not appear to be performing, we will be able to continually improve your ad to ensure your budget is spent wisely and you are generating a strong return on investment for your organisation.
We started in December with just 87 runners registered. We ﬁnished the campaign with 699 registrations which was an amazing 66% in growth from the previous year. Post event analysis evidenced that Google and Facebook were the two most popular methods of where the event was seen advertised. The digital campaign with MCM Net took the worry out of securing sign ups digitally and enabled us to focus on other marketing methods and the actual organisation of the event itself!
Erica Snow | Heart of Kent