Unless you own a multi-billion dollar business (what the hell are you doing on my website, seriously?!), forget about branding and any other form of so-called digital marketing that doesn’t produce a measurable return on your advertising investment.
Chances are, you can’t afford it.
Enquiries and sales are what matter. That means appearing in search results for relevant keywords filled with the right type of user intent. You want real prospects visiting your web pages, not a bunch of visitors who clicked on an ad for a fiscally irrelevant (at least for you) search result.
If you search Google for “Google Ads advice” you could be forgiven for thinking that PPC is some hybrid cross between brain surgery and magic. The truth is there are just four key areas you’ll need to focus on for an effective PPC campaign.