Why You Should Hire PPC Management Agency
Are you a small to mid-sized company, seeking for a higher ROI for PPC advertising? Hiring a PPC management company may be your most practical and cost-effective solution.
It takes a lot of work. Most people are familiar with the adage: the only constant is change — and that certainly applies to Google Ads best. To keep your online advertising competitive requires continual refinement and optimizing of Google Ads and Bing Ads campaigns, ad copy, and targeting. Proficiency and success with PPC advertising require constant, ongoing study. Most companies find their success when hiring a PPC management company.
In a recent article published in The Yale Ledger stated, "A well-designed PPC marketing strategy delivers immediate and consistent results. Unlike SEO which is based on “organic” traffic growth, PPC advertising starts producing results as soon as your ads go live! Hence, if you want to generate revenue fast, PPC marketing is the way to go."1
The best pay-per-click management companies have acute industry awareness that can be used to help your company achieve the best return on investment/ROI possible. In most cases, the client’s involvement requires advising the agency of changes to budgets, advising of street-level results, and advising the agency to changes such as new products, specials, etc.
Benefits of Hiring a PPC Agency
1. Expertise Matters when Seeking a Better ROI
You might be tempted to do it yourself and, even though you are the type who has a can-do attitude and loves a challenge, you would quickly find that PPC advertising requires a great deal of knowledge, and a set of skills that is unique to the enterprise. It takes years of practical experience to gain the knowledge necessary for successful PPC management.
SearchEngineWatch.com, a highly respected digital marketing industry website, published an article which gave the following opinion on hiring a PPC agency, "PPC advertising has the potential to deliver targeted traffic, but it takes technical know-how to do it properly. Even marketing veterans can make mistakes when they enter into a new market, or start selling a new product with PPC. It takes an expert PPC analyst to review every potential facet of your account, looking for ways to improve on the copy and the landing page. If you’re thinking of setting up your own Google AdWords account, don’t. There’s a reason PPC professionals charge a fee for management. If you’re new to PPC, you may be unaware that it will cost you less to hire an expert than it will to launch a campaign on your own."2
It is far more cost-effective to employ an expert. Doing it yourself could entail a costly learning curve. The technical intricacies involved could outfox even the wiliest marketing veteran. Why give yourself the added stress? When you leave it to the experts, you can put all your energies into building your business, providing exceptional customer service and handling day-to-day administrative tasks.
2. Active PPC Management has a Huge Impact on your ROI
It is a truism: better foundations lead to better results. If you would not build your house on shaky ground, why do so with your PPC advertising? If your PPC advertising does not have a solid foundation and is not created with a clear and focused strategy, it will certainly miss the fine points of settings. For companies who self-manage, it’s common that managing a robust campaign is not given priority attention due to other in-house demands. This is when costs go up, results go down, and objectives are not achieved. Can you take that risk?
A PPC management company has the tools, resources, and experience needed to optimize your PPC set-up. He or she knows how to build links, optimize pages and use Google Ads extensions — just to name a few.
3. Benefit from an Expert’s Experience
In war, the maxim is: know your enemy! A professional PPC agency possesses specialized software and data-mining capabilities to glean detailed information about your competitors’ ad campaigns. When you are battling for market share, knowledge of the better performing aspects of your rivals’ PPC advertising gives you the distinct advantage.
Additionally, your PPC manager has acquired vast amounts of knowledge from years of working with various markets, accounts, and strategies. In some cases, they may have worked with other companies in your industry which gives them a broader understanding.
An expert’s advice? a popular business website, Career Attraction, stated, "PPC marketing specialists are experts not just through book knowledge, but through their experience as well. They are familiar with the most recent trends, cutting-edge ad formats, and other pay-per-click industry developments that happen rather frequently. They have a wide range of skills because they frequently work with many types of businesses to enhance their online presence."3
4. Keyword Research and Clustering is Highly Complex
Keywords/search phrases provide the basis of all PPC advertising campaigns. It could drive you to distraction trying to determine the best keywords from a list of thousands of possible terms. However, a PPC management company has the skills and tools to determine user intent and the grouping of like terms, thus getting the job done easily and efficiently, and without ruffling a hair on your head. Say you like the sound of that!
5. There is More to Creating Ad Copy than Simply Writing Words
When it comes to Google AdWords, the best pay-per-click ads generate superior click-through rates/CTR. A PPC manager has the expertise to sort the wheat from the chaff and produce the most appropriate and winning copy.
Why run the risk of creating bad ad copy? Do you understand conversion optimization, have keyword research tools, or competitor analysis tools? You may find that you’re wasting a lot of time while doing very little for to improve click-through rate (CTR). A PPC management company will help you achieve higher quality scores. That will lower the costs per conversion/CPC while also promoting better ad ranking.
6. PPC Budget Management Requires Major Time Commitment
Keyword bid amounts vary widely, meaning you could very well spend many hours of your day/week just to manage your budget. Additionally, the complexity of the various types of campaigns, PPC advertising platforms and the competitive dynamics can increase the claim on your time exponentially. Can you really spare the time, given all the other business-related tasks that you have to undertake? It would be far more cost- and time-effective to use a PPC management company.
7. You Need to Create Website Landing Pages
Landing pages and squeeze pages can dramatically affect the rate of conversion. PPC experts use a technique known as A/B testing, which compares a variety of landing pages so as to greatly increase conversion rates.
When people visit your website via search engines such as Google or Bing, or a social media link, for example, they typically reach a landing page as opposed to the website’s home page. As such, you should use a PPC management agency that has in-house capabilities to create high-converting landing and squeeze pages for your website.
There is a right way and a wromg way to build landing pages. Typically, landing pages are not optimized. Why? Because they’re not made with the intention to have them ranked in search results. However, without the proper treatment, the unoptimized landing pages can harm your SEO work elsewhere on your website.
How can landing pages hurt SEO? A recent article published by Search Engine Land includes the following statements, "Creating PPC pages without taking into consideration the impact they can have on SEO can interfere with organic performance in two ways:
Cannibalization. When there’s a PPC page version of an existing SEO page, the PPC landing page can potentially jeopardize the performance of its counterpart SEO page. Creating PPC landing pages means having pages on your website with low word count and minimal content, which in the time of Google’s helpful content update, can actually impact the overall performance of the website, including pages that are well optimized and provide value to the users."4
A knowledgeable website design agency knows how to prevent SEO problems caused by landing pages.
8. Avoiding Unwanted Clicks Saves You Money
Unwanted clicks wastefully increase ad spend which is a budget killer. A PPC management company has specific tricks-of-the-trade to mitigate wasted budget. These settings, tactics, and strategies can reduce or avoid unwanted clicks. Is saving money important to you?
9. An Understanding of Analytics is Vital for Continued Improvements
Analytics provide performance snapshots that are utilized in ways that make positive and continued improvements and changes.
Is your understanding of analytics in-depth, or it is simply basic? Do you understand the differing value of Hits, Views and Impressions. Big numbers on PPC reports do not necessarily translate to success. Lower click numbers with better conversions of that traffic are better than a lot of money spent with few conversions.
When you hire a PPC advertising manager, they can assess key performance metrics (KPM) for your advertising. Your PPC manager will be able to provide you with feedback and answer questions. Indeed, take the opportunity to ask your PPC manager about retargeting, geo targeting, and types of campaigns. You will be amazed by all the possibilities!
10. Reap the Benefit of your Agency’s Support from Google
The best PPC management companies have access to Google Ads support reps. The reps can teach and coach agencies on changes, updates, and strategies.
You benefit from an (ethical) agency being able to determine which advice is beneficial and which advice mostly benefits Google. Your PPC management company is already up-to-speed and brings practical, rational thoughts to managing PPC advertising. Often, Google’s PPC campaign suggestions involve increasing ad spend and bypass on ideas on increasing website visitor conversion rates
. An agency can protect you from bad advice.
In conclusion: if you want a top-notch landing page for your website, the best use of Google Ads, keyword relevance, optimal click-through rates, and a sound return on investment — as well as peace of mind — hire a PPC management company today!
CREDITS and FOOTNOTES
- 1 Editor, "Why You Should Hire a PPC Management Agency", March 22, 2022, Available from The Yale Ledger
- 2 Pierre Zrokian, "10 Reasons to Hire a PPC Management Expert", May 6, 2014, Available from Search Engine Watch
- 3 Staff, "4 Reasons You Need to Work With a PPC Agency in 2023", February 17, 2023, Available from Career Attraction
- 4 Sara Taher, "How to handle PPC landing pages for SEO", September 20, 2022, Available from Search Engine Land
- Photo by Fauxels, available at Pexels