Faze Digital provide robust search engine marketing support for many small brands and our team have experience managing search campaigns for some of the UK’s biggest advertisers.
This marketing approach formulates the cornerstone of any digital strategy and is crucial to ensuring traffic to your website from audiences who are actively searching for products or services that you offer. This is done through (PPC) Pay-Per-Click and (SEO) search engine optimisation. Both strategies fall under SEM.
Pay-Per-Click (PPC) is the process of bidding on keywords that are relevant to your business, that users will also use to search for brands like yours, selling products or services they require. The process of PPC has evolved enormously over the years to become a complex digital disciple but can be distilled into three key areas: keyword, advertisement, and landing page. Through expert optimisation of these key areas, search marketers aim to get your business in front of your audience for the lowest price possible while maintaining volume. It’s a balancing act with hundreds of levers available to precisely optimise campaigns.
Search engine optimisation (SEO) on the other hand differs from PPC in that it relies on the slow-burning process of organic optimisation of your website and its content. In addition, search engine optimisation must also focus on the relationship your website has with other websites through a process called backlinking. Broadly speaking, to reach the top of the search pages without paying for ads, you must have a well-optimised site with excellent content that keeps users coming back for more. Content that is so useful, other businesses also link to it. SEO therefore largely focuses on content; a good content strategy will drive overall business performance.
A holistic SEM strategy will aim to drive performance across both PPC and SEO, they are intrinsically linked and each can help better the other. Faze Digital are well placed to assess both your paid and organic media and provide support in improving the quality of both while improving your media efficiency. The goal here is to maximise quality traffic and long-term outcomes without spending excessive amounts on either content (time) or PPC (marketing budget).
Core SEM (Sales)
Video Advertising (Engagement)
PPC Remarketing (Sales)
Display Media (Engagement)
1) Brand Research
During the onboarding process, our team will conduct a thorough analysis of your business, including competitor analysis. We will provide an onboarding form to your team that enables us to collate essential information including product detail, audiences and business priorities.
2) Keyword & Ad Development
3) Launch and Optimisation
We typically start our new accounts with ‘phase match’-heavy keywords before assessing areas for refinement. This enables us to capture all relevant search terms and assess keyword bids, demands, and quality scores. At this point, we may begin landing page refinement to ensure optimal cost per click and a quality high traffic.
Optimising PPC accounts is a timely and involved process, you will have a dedicated account contact who understands your business, your account and the optimisations required to drive low lead cost and high sales volume across suitable audiences.