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.
Start by learning more about PPC below.
What is PPC and what can it accomplish for my business?
PPC, or pay-per-click advertising, is one of the best ways to sell your products to your target audience. Not to mention, it’s extremely cost-effective.
Why is it one of the best modes of advertising? When you implement a PPC campaign, you use target keywords to ensure that you’re advertising to your most qualified audience at all times. For example, if you sell running shoes, you could target a wide variety of terms that encompass what products you offer, as well as what users search for. So if you want to sell your “pink womens running shoes,” simply target that keyword with your ad in order for it to show up when users search that specific query.
However, in order for you ad to show up in search results, you’ll have to outbid other competitors. You’re likely not the only one that sells pink womens running shoes, so you’ll have to make a bid on how much you’re willing to spend.
One of the things that makes PPC so cost effective is that you’ll only pay the ad platform when your ad is clicked — you won’t pay for ad space like you would in a newspaper. That being said, you’ll be placing your bid in terms of cost per click and how much you’re willing to spend every time someone clicks your ad.
If your bid is among the highest, your ad will show up in search engines when users search for your product or service.
All in all, PPC is a fantastic marketing tactic that allows you to advertise to an audience that you know is interested in your products — mostly becuase they’ll only see your ad if they search for the products and services that you offer.
This marketing tactic ensures that you don’t waste time or money marketing to people who might not be interested in what you have to offer.
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 your PPC strategy?
Why do you want to add a PPC strategy 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 PPC strategy increases, so will the need to bring on a dedicated PPC manager.
There are things that PPC strategies are good at and things that they aren’t. For example, if you’re looking to increase time on page on your website, PPC likely isn’t the strategy for you. But if you’re looking to increase revenue and increase conversions, PPC is a great tactic.
2. What do you know about the PPC process?
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.
The PPC process 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, hiring a PPC management company is a wise investment.
3. Do you have time to implement a PPC strategy on your own?
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 the PPC process, 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 process. 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 to hire a PPC company?
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 a PPC strategy, 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, we recommend hiring a PPC company that can help implent a strong straegy that can help you accomplish your business goals.
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