When it comes to managing a local PPC campaign, hiring a Kent PPC agency should be the preferred option for Kent-based companies.
In this article, we discuss the advantages of working with a local agency and why it can be the perfect solution for your business. From local market knowledge to more effective targeting, partnering with a Kent PPC agency can help optimise your digital advertising efforts and drive optimum results.
Givens – Regardless of location every PPC agency should have the following attributes:
- The knowledge of how PPC systems such as Google Ads work
- Understand the importance of tracking and measuring performance
- Be able to adapt their campaigns to performance feedback, the unfolding market and the changing needs of the business.
For a Kent-based paid search campaign, a Kent PPC agency should have a deeper knowledge of the Kent economy, markets, companies and consumers than an agency located in London, or elsewhere within the UK. If an agency has worked with several Kent companies, then this market knowledge will develop over time.
The Kent Economy
The Kent economy has many facets. The county has traditionally been referred to as the Garden of England – Due mainly to agricultural produce supplied to London and beyond. At the same time, its proximity to the European mainland has seen the development of the transport, logistics and shipping industries. In the technology sector, Kent plays a major role in the UK’s biopharmaceutical industry. With key locations in Thanet, Swale and Dartford.
Kent has a tremendous tourism market. Ancient cathedrals and castles in places such as Rochester, Canterbury and Dover. A large number of National Trust properties. Plus, a range of boutique and upmarket country hotels and the largest share of gastro-pubs of any county in the UK.
Towns such as Whitstable, famous for oysters, and Ramsgate, famous for the country’s largest Wetherspoons pub, attract large numbers of weekend visitors looking for a seaside experience. But those visitors have very different socio-demographics, with very different needs.
Kent Sports and Leisure
Kent is famous for its cricket. But what sets it apart, given its coast, are some of the finest golf courses in the world. Led of course by Royal St. George’s at Sandwich, which hosts the Open Championship on a 10-year cycle.
The Kent Housing Market
The type and value of housing determines consumer behaviour. Expensive houses need expensive mortgages. Established housing tends to house older people. New estates, younger couples. Kent has one of the largest house building programmes of any UK county. However, this activity varies within the geography of the county. Ashford tends to build lots of 4+ bed detached houses for families, whereas Dartford, being closer to London, prioritises flats. If you are marketing to people to owners of upmarket country houses, then the areas around Tunbridge Wells and Sevenoaks will provide the most fertile ground. Even within individual Kent towns, the type of housing stock varies widely.
Manufacturing and distribution trades tend to follow the motorway network, with Medway the manufacturing powerhouse, with its links to the Royal Navy. In the current era of global political turbulence, one of the UK’s largest defence manufacturers, BAE Systems, has hi-tech manufacturing at Rochester.
Kent Professional Services
Maidstone being the County town, with the headquarters of Kent County Council, tends to attract a disproportionate share of professional services such as lawyers and accountants.
Dartford has Bluewater one of the largest shopping centres in the south of England. Ashford has the McArthur Glen designer outlet centre. Thanet has the Westgate Centre. Whilst Canterbury, Faversham, Deal and Tunbridge Wells all have an excellent range of independent shops. Retail is a rapidly changing market and managing the interaction between a company’s online sales and its bricks and mortar offering is crucial.
Location and Proximity
Proximity brings benefits. If you can regularly meet face-to-face for agency/client discussions, the quality of the interaction will be improved. The agency will get a deeper understanding of client strategy and operations. The client will gain a deeper understanding of the range of opportunities offered by digital marketing.
Google Business Profile
When it comes to local search – SEO or PPC – A company’s Google Business Profile plays a key role. The local search engine results page (SERPS) will show a variety of results. Sponsored results, organic results and map results. Knowledge of Kent areas, even down to postcode level, is crucial. A city such as Canterbury has the CT1 postcode at its centre. However, Medway a unitary authority with a population of 300,000 plus, utilises an ME, or Maidstone, postcode. Indeed, many Medway searches utilise the individual Medway towns of Gillingham, Chatham, Rochester and Strood rather than using Medway as the location.
Kent is a county of almost 2 million people. A population larger than Northern Ireland. More than half the population of Wales and a third of the population of Scotland. After London, Kent often has the second largest number of UK geographic searches on Google. Rivalling bigger counties such as Yorkshire and cities such as Manchester. The nuances of local markets within Kent, however, are important. I suggest, only a PPC agency based in Kent can provide the optimum service for a company located in Kent.