Tag Archives: ppc marketing

An Introduction to PPC Marketing

Pay Per Click, also known as PPC, is an online advertising method used to drive sales, traffic and conversions for a website or online presence. Every time a user clicks on an ad, the advertiser pays a fee to the advertising provider (Google for example) in exchange for the link through to the website. PPC marketing is most commonly used with Google Adwords, and is primarily used as a quick way to appear at the top of search results for your keywords and phrases.

When managed correctly, businesses can achieve short-term return on investment with their campaigns, and be able to compete for terms that are more difficult to achieve in the organic SERPs.

Sadly, PPC isn’t the most simple way of marketing, and requires a lot of knowledge, training and time if you’re going to do it effectively. Even the language used in this form of marketing can be a little overwhelming, kind of like learning a new language. So, to make things a little easier, here’s an overview of some of the more commonly used terms in PPC advertising and why they may be relevant to your business:

PPC: in a nutshell, pay per click marketing is a paid advertising campaign, where advertisers must pay Google every time a user clicks on their ad. A daily budget is set to ensure the advertiser doesn’t overspend, as some clicks for competitive terms can be very expensive!

Broad match: this is a keyword matching method used in Google AdWords, where an ad is matched with searches which are similar to the keywords in a campaign. For example if a user was searching for ‘buy Christmas socks’, the search may return results which are misspelt or are related to other Christmas searches.

Exact match: another keyword matching method used in Google AdWords, where an ad is matched exactly to the user’s search. The symbol used within Google AdWords for exact match keywords is [Keyword].

Phrase match: similar to exact match, phrase match is a matching method which only shows exact, or very similar phrases in search results. The special symbol used for a phrase match is “keyword”.

Negative match: this kind of matching method ensures ads are never shown with searches which include a specified negative keyword. For example if you are targeting male t-shirts you would have ‘–women’ as a negative keyword. This matching method is used for keywords which are very competitive and can show varied results.

Geo-targeting: quite simple, this term is related to targeting ads to certain geographical regions. For example if a company only wanted to offer their services in the North East of England, they would create ads which only targeted the North East. Geo-targeting can be adjusted at any time during an ad campaign.

Content placement ad: also known as contextual targeting, this process matches ads to relevant sites in the Display Network which use your terms. It’s a simple process where Google’s system spiders every webpage to see if any of the content is relevant to your keywords, language and locations, amongst other factors. This kind of ad only works when a campaign is set to Display Network.

Impression: an impression is counted every time your ad is placed in Google search results, and other websites or apps. When using Google AdWords you are able to see how many times your ad has been potentially been seen, although this doesn’t necessarily always end in a click-through to your website.


This of course is only a tiny insight into the terms and processes used in PPC advertising. If you’d like to learn more, contact Zebra Internet Services today, and ask about our Pay Per Click Training courses. We also offer full PPC setup and management for clients who prefer third party management of their online marketing, in addition to organic SEO campaigns and Social Media Marketing strategies.


Who’s your #TeamZebra expert?

Camille Taylor

Camille Taylor is Head of SEO and Online Reputation management at Zebra.


The Key To Content Marketing

Content marketing is fast becoming the most important trend for digital marketers according to a survey conducted by Smart Insights in 2015. Not only does it inform consumers about a brand or business but it also engages and provides people with expert knowledge, to help them through the buying decision process of many products and services. Here at Zebra Internet Services we have gathered the top reasons as to why content marketing is key for any business.

Promote your business and provide expert knowledge

Content can be anything from articles, blogs, videos, infographics, how-to-guides, the list goes on; basically anything that isn’t a mission statement or press release which can be shared across the web to your customers, followers and fans. The content created is your time to shine; it’s time to show your existing and potential customers how much you know about your business and really share your expertise. The main achievement from content is to inform and teach your readers about your business, products and services, and how they can benefit from using them. You want to make the decision process easier for the customer, not more confusing, so use language that your target audience would use.

Increase traffic to your website

Good content which engages the reader will make them want to visit your website to find out more about your products and services, and even try to dig a little deeper to find out about your business as a whole. Having a call-to-action such as your website, your phone number or email are all good things to include at least once in your content so the reader knows the next step they need to take. Further to this, good content equals sharing around the web, if someone likes what they are reading they will share it across their social media sites and blogs creating a whirlwind uplift of awareness around your brand and business. The team at Zebra are professionals in the social media marketing field and can help to increase traffic to both your social accounts and website.

Increased conversion rates

Usually, we find the more content that is marketed across the web, the bigger chance your business has of converting website visits to enquiries and sales. As mentioned previously, the knowledge which you share in your content will be highlighted throughout, showing the customer you know what you are talking about and you can give professional advice on any question which may arise from a potential customer. Customers prefer to use products and services from businesses who are trustworthy and confident within their industry, so tell no lies as they will catch up with you one day!

Improved ranking in search engines

Finally, we find quality, targeted content to be key for improving website rankings in search results. When producing content you need to ensure that keywords relevant to the content and to your business are included. For example, if you are writing a blog promoting summer gardening tools you need to ensure that ‘gardening tools’ is highlighted throughout with at least a few links to your website to the relevant gardening tool pages. Further to this, the greater your presence across the web, the greater chance of your website, social media accounts and blogs ranking higher in Google and other search engines.

As well as online reputation management, here at Zebra Internet Services we also offer Domain Names and Hosting, Cloud Virtual Servers and Pay-Per-Click Marketing. You can read and follow our expertise on our Zebra Social blog.

Who’s your #TeamZebra expert?

Stephanie Hutcheon

Stephanie Hutcheon is Content Marketing Co-ordinator  at Zebra Internet Services.