Executive Hire News › Archives › April/May 2018 › Executive Report : Stars of digital marketing
Executive Report : Stars of digital marketing
PPC Stars’ services are designed to help hirers create and maintain a successful and informative Internet presence. Matthew Julier finds out more.
The Internet is an all-pervasive force in business, yet there are still many hirers who are overlooking what it can do for them and not taking full advantage of the opportunities available. PPC Stars offers a range of services to help companies grasp them.
The company was established nearly five years ago as a pay-per-click advertising agency, helping to direct traffic to websites, and whereby advertisers pay a publisher or website owner when the ad is clicked - hence PPC Stars’ name. Its main role then was to set up Google AdWords to draw in web traffic for companies. As the business expanded, it broadened out to include website design, SEO (search engine optimisation) and social media, to the point where it became a fully-fledged digital marketing agency, managing company brands and logo design. PPC Stars has a newly expanded team of 22 people,
split between its four core areas.
Another part of the company’s portfolio is Abnix Solutions which provides website packages specifically for the tool and plant hire industry. It was originally created by Marc Prince, the owner of one
of PPC Stars’ clients, Surrey Hire. PPC Stars was undertaking a lot of pay-per-click campaigns for tool, plant and access hire companies already and, seeing an opportunity to improve both services,
it bought Abnix last year, expanding its own client base by almost
50 customers in the process.
The four core services can be combined to promote clients online and make sure people have a way of communicating with the business - even if they may not have even heard of it before.
MD Tony Humberstone found one client in Southampton after driving past their van on the motorway and discovering they had no website or details available when searched for. Companies such as this
could have many potential customers slipping from their grasp purely because they have little or no web presence.
Simple and effective
Tony Humberstone said, “We set up and manage the pay-per-click campaigns to generate these businesses more phone calls and emails and ensure they are found easily online. We set them up a website that is functional for their type of company, one that works on a mobile phone and which is easy for people to navigate to find what they need. For a builder on-site wanting to hire a drill, they would search for tool hire companies in the area and want to be able to see the product they want easily, along with how much for, and be able to pick up the phone and order it. It needs to be simple and targeted for that audience.”
PPC Stars can merge its four core areas into a cohesive campaign
to achieve the best results. The website must be set up for the customer to have somewhere to be directed to, and the results
in a search engine must be optimised so that the site shows up whenever a potential customer searches for a product. There are then still two major points left that PPC Stars deal with: advertising and social media.
“With pay-per-click, which relies on someone actively searching for your product, it works so well with Google because they have already made the buying decision and have a need for that product, so the conversion rates are really high.” Pay-per-click is a very good way of directing the focus of advertisements towards relevant people by using keywords and webpage cookies to determine whether somebody would be interested in seeing the type of product being advertised. It is a useful tool for making a brand’s adverts more targeted towards a potential customer.
“Social media is more about brand awareness and getting people
to know about the company who don’t already,” said Tony Humberstone. One of the ways PPC Stars does this would be to produce seasonal posts and advertising, such as lawnmowers for hire during spring. It can offer this kind of timely posting by keeping on top of relevant news for the company and directing traffic towards their websites through engagement.
Communication is key
“Hirers using our services are getting more business and generating more turnover. We get their phones ringing with new customers, generating them more revenue. If they were to get one person who searched for a product
and found their company as a result, then there is a high chance they would become a regular client and hire more kit in the future. One successful enquiry could turn into a lifetime customer.”
PPC Stars communicates with clients throughout the setup process and beyond. “We give them advice on what type of website they should have,
what sort of advertising they need,
and what areas they have to target,
as well as what return on investment they’re likely to get. We have regular meetings where we keep them informed on what they’re spending,
how it’s performing and break down everything that’s going on.”
PPC Stars attended its third Executive Hire Show in February and report continued success from its participation. “This year so far we’ve had four or five new customers from the Show already, which has been brilliant,” said Tony Humberstone. Out of all the shows we do,
the Executive Hire Show is my favourite personally, because we
get the best results from it. We have about 70 tool hire companies now and a lot of them go there, so it’s great to touch base, discuss their campaigns and just catch up. It’s all about the service for us,
getting to know the client and helping them grow their business.” •