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Finalise the detail of your water balance
How to ensure you build the most comprehensive water balance by identifying less obvious water usage in your business.
What is water use benchmarking?
Some of the different types of water use benchmarking approaches and the benefits of water use benchmarking.
Quantify and record your water use
Precise measurement and recording of inflows and outflows is the final stage in understanding the water balance.
How to benchmark your water use
What the process involves for benchmarking against other businesses to compare your water usage and waste.
What is a water balance?
How a water balance can show where water enters and leaves your business, as well as its uses and costs.
Developing a pricing strategy
What to consider when developing your pricing strategy as well as understanding your competition, customers and tactics.
Price your product or service
Find out how to make key decisions on what prices to set and how to build a pricing strategy.
Advantages and disadvantages of pay-per-click advertising
Understand how pay-per-click advertising can help you reach your clearly defined market segments through search engines and your chosen keywords.
How pay-per-click search advertising works
Understand how pay per click advertising can help you reach your clearly defined market segments through search engines and your chosen keywords.
Choose the right keywords for your PPC campaign
Read about how to choose the most relevant keywords which is the key to converting clicks into sales.
Types of pay-per-click advertising
How to display keyword ads, including paid search marketing, display ads, social media advertising, price comparison websites and affiliate marketing.
Creating a pay-per-click campaign
How to create a paid search marketing pay per click campaign, including the considerations you must make (such as targeting) and how to optimise the campaign.
The difference between cost and value
Understand the difference between the cost of producing your product, the price for providing it and the value customers attach to it.
Covering fixed and variable costs
Advice on how to set prices that cover fixed and variable costs including an example of how to calculate this.
Optimising PPC campaigns
How to optimise a paid search marketing pay- per- click campaign, including analysing keywords and matching options.
Pay-per-click search advertising: seven top tips
Pay per click advertising can be a cost effective way of reaching your online audience. Follow these seven practical tips to make the most of pay per click.
Integrating pay-per-click campaigns with SEO
How to ensure you get the most out of your search marketing by integrating pay per click (PPC) advertising and search engine optimisation (SEO) tactics.
Choose the right landing page for your PPC campaign
Read about how to choose the right landing page for your pay-per-click campaign that is both relevant and encourages users to convert – eg sign up or purchase.
Setting pay-per-click campaign budgets
Information about pay per click metrics and how they will help you manage your budget.
Advantages and disadvantages of display advertising
The advantages and disadvantages of pay-per-click display advertising, how it works, when you might use it and how it is different to search advertising.