Do You Need Pay-Per-Click Campaign Management?


Some marketers know enough about pay-per-click (PPC) campaigns to manage them without any help. Others are either so new or so busy that they rely on an outside firm to handle it.

Which side best describes your company? If you don’t know, you could be losing out on return on investment.

The decision to hire a PPC company may not be as clear as it seems. Of course, there are many benefits to PPC management, but that doesn’t mean it’ll get the specific results you need.

Before beginning the search for a PPC company, answer these questions to see if you’re ready.

1. What do you want to achieve with PPC?

Why do you want to add PPC to your marketing mix?

Is it to generate more leads or increase revenues? Are you promoting a new product category or raising awareness of your company?

Your decision to invest in PPC management will depend on which — and how many — objectives you’re trying to reach with a PPC campaign.

As the complexity of your strategy increases, so will the need to bring on a dedicated PPC manager.

2. What do you know about PPC?

It’s not uncommon for a new or small business owner to try to do everything themselves.

That’s not a problem when the person knows how to do it. However, in many cases the owner will try to take on tasks that aren’t familiar.

PPC tends to be one of them.

If you have experience with PPC, you can take on the responsibility and grow your team later. If you don’t, you may be spending a lot of money for very little return because you’re not familiar with bidding, keyword selection, and other important elements of PPC.

In this case, PPC management is a wise investment.

3. Do you have time for PPC?

A PPC strategy takes more than a few clicks to implement.

It requires strategic thinking, constant monitoring and ability to know how and when to adjust. Even if you understand the ins and outs of PPC, you may not have time to put them into place.

That’s when additional help may be necessary.

Many businesses reach this stage when they grow beyond the ability of one person to handle an entire PPC program.

Some hire additional staff with PPC experience, while others look for an outside agency to take on the responsibility and even offer suggestions on how to improve results.

The right choice for your business is the one that generates the best returns on investment.

4. Can you afford it?

A good PPC management company will generate a higher return on investment than a single manager.

The question is how much to invest in the first place. Conventional wisdom says you can’t afford not to implement PPC management, but make sure you’re investing in the right team for the right amount.

If your budget is small, it may be tempting to handle the job yourself or hire someone to carry out the most repetitive tasks. Hiring an experienced team to take a strategic approach to your PPC strategy might cost more up front, but the resulting increase in revenues and leads will more than make up for it.

Pay-per-click ads can bring new attention to your site, but only if you know how to create them. PPC ads need to be part of a larger marketing strategy, so it takes time to produce them, analyze them and optimize them.

Some businesses know how to do it all. If your business doesn’t, you may need PPC campaign management — along with a trusted partner to take on the task.

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