Monthly Archives: May 2016

Integrating SEO and PPC for Multi-Channel Success


Do you interact with your audience across multiple channels? If not, you could be missing out on a lot of potential success. Multi-Channel marketing is crucial to achieving more exposure. Any digital marketer will tell you the value of a well integrated SEO campaign. Create good content and optimise it for the right search terms, and you’ll receive more traffic to your site. And while this tactic alone can see you get results, you can significantly enhance that by using PPC.

PPC and why it’s so important

We know that visibility is crucial to success, and it’s why companies invest so much of their budget into SEO and marketing. Being on the first page of Google means you can enjoy much higher click rates. How many times do you perform a web search and you click the top result? A study found that last year, a website with the top position on Google received a click through rate of a whopping 40.2%. That rate starts dropping exponentially the further down you rank. So we know it’s important to rank highly. But it’s difficult to get those sorts of organic results quickly. It takes time to gain authority without using black hat SEO tactics. This is where pay per click comes in.


PPC is a business model where companies pay a fee every time their website is clicked on. You know those ads that appear at the top of Google SERPS? Those are PPC ads, and they’re a quick and easy way of jumping to the coveted top spot of results pages immediately. One of the greatest benefits of implementing this is that even if your ad isn’t clicked on, you’ll still gain exposure and awareness of your brand. By analysing what search terms your audience use and what you want to rank for, you can optimise your content and stand a much higher chance of success. Combine this with advertising across multiple channels, from social media to email campaigns and using location services to tailor your PPC ads to search terms in a certain area, and you’ll benefit from people remembering your business. It’s an instant way of gaining more authority and integrity, and with that comes crucial sales.

What you need to know about Google AdWords Expanded Text Ads


The benefits of a well implemented PPC campaign are undeniable. With a thorough understanding of the keywords you want to rank for, you can gain exposure and visibility in an incredibly short time. Currently, Google AdWords gives you a line for your headline, your URL and 70 characters worth of ad text, or description copy. But that could soon change due the updated AdWords expanded text ads.


As part of Google’s commitment to regularly testing different ad forms with the goal of “providing useful information to users and driving even better results for advertisers”, they’re testing a new Google AdWords format in a closed beta known as Expanded Text Ads.

Extended Headlines

Before now, advertisers could only benefit from an extended headline if they ended the first line of their description with punctuation, such as an exclamation mark.  However, the new format features longer headlines for everyone and more room for description copy. Crafting a call to action in any situation is a tricky task that requires careful consideration for it to be a success, and with just 70 characters to make an impact, that job is made even harder, requiring you to convey your product’s benefits inside out and be brief.

However, Google AdWords Expanded Text Ads give you two lines of headline copy and an additional 10 characters of description copy, giving you 80 characters to play with.

URL format changes

As part of the Expanded Text Ads, advertisers will also add up to two paths to the domain. In the example provided by Search Engine Land, these directories are “/NewYorkCity” and “/Budget”.


This ultimately gives advertisers more freedom and flexibility in specifically targeting their ads to potential customers.

The closed beta isn’t due to begin until the 12th off May, but if it’s successful, you can be sure that Google will begin to roll out Expanded Text Ads to everybody. We’re hoping it works out – just think of the extra ad real estate you’ll have to craft some enticing copy that makes users click.