All digital business owners have a need to find larger volumes of people interested in their brand.
One way of accomplishing this is through Pay Per Click (PPC) marketing: the systematic use of paid ads for marketing online.
PPC involves a significant number of mediums and platforms, such as Google Ads, Microsoft Advertising, Facebook, Instagram, and YouTube. Through these platforms, ads bring you brand awareness at an investment, usually, one that entails a larger ROI.
When you spend money on ads, you always need to make sure you’re making more money off those ads, through purchases and conversions. These ads are optimized for people redirected to your landing pages and websites, for their personal needs.
Make sure these needs are satisfied – that is the only way your brand will achieve a good name.
PPC accomplishes what SEO does, but faster: it gives you quicker prominence on search engines like Google, and on social media platforms.
Why Doing Your PPC Yourself is a Bad Idea
But the process of PPC requires an intricate understanding of the terms and tools.
Do you know what accelerated ad delivery or Ad auctions are?
You might, but the manner in which you use these specialized functions on PPC tools for your PPC campaign is one that should be data-driven, tested, and optimized to the search intent of potential customers.
Analyzing the sheer amount of data requires patience and technical expertise.
Many business owners, and even their digital marketing houses, do not have this.
They need to focus on their own core business, and their digital marketing employees are often spread thin on other facets of the marketing machine.
In a nutshell, running PPC campaigns by yourself, with your digital marketing team, is a bad idea because:
- Business owners and their teams are not always savvy to the specialized software applications and tools that are used for PPC campaigns.
- They may not have the patience to delve into these technical intricacies, given their other business duties.
- Their digital marketing teams may not be specialized in PPC, thus reducing the chances of your PPC campaign making a decent ROI.
Why Hiring a PPC Expert Will Increase Your Profits?
PPC specialists can do what you can’t: they can focus their energy on the complicated PPC tasks, and use tools and tests to the best of their technical ability. [1]
Their superior technical expertise extracts a decent ROI. They will streamline your PPC plans and complement your other marketing channels such as SEO and email marketing.
There are many ways they can make your digital business more profitable. Here are the chief points that suggest why you should hire PPC experts:
1. Professional Audit: Remove low-performing keywords and add negative keywords
The experts will audit your PPC campaign to see what’s working and what isn’t. Foremost among the PPC processes are the keywords used in ads on Google Search Network. These ads mimic normal search results on Google SERPs. They are populated with relevant keywords that will direct searchers to an eCommerce purchase on a landing page or website.
PPC experts will ascertain which keywords are garnering low impressions, clicks, and conversions. These will be discarded. In their place, newer, better keywords will be tested and placed.
These experts also understand the concept of search intent.
Search intent is what differentiates an interested buyer from a browser searching for a related (but not the same) product. Through this understanding, negative keywords can be added.
An example: your company sells black jeans for men. You will need to inoculate your ads against the possibility of people searching for women’s black jeans on Google, who are then left disappointed after they click on your ad and find men’s jeans.
In such a case, you will add the negative keyword “women’s black jeans,” and its many variants, such as “black jeans for women.” In this case, your conversion rates will improve, as your ads won’t get shown when people type those keywords in.
You won’t lose money on wasted clicks.
And what about the money you bid? Can you optimize that too?
You bet.
2. PPC Experts Optimize PPC Bids With Manual Bidding
Most PPC experts use manual bidding. Many Google Ads campaigns are run by automated bidding, where the bids are automatically run for keywords you’ve added. This saves time.
But when using manual bidding, experts analyze campaign data over a significant period of time (say, a month). They check up on the performance of these keywords weekly. In doing so, they are able to understand how much bids should cost.
They do not waste money on badly-performing keywords. They are well-versed in the fluctuations of cost-per-click (CPC), cost-per-impression (CPI), and cost-per-acquisition (CPA).
In this way, your PPC campaign isn’t burdened by monetary losses.
3. PPC Experts Set Up Extensive A/B Testing
For any digital marketing campaign, A/B testing is a well-known strategy.
Also known as split testing, it is the testing of a variable A against a variable B, to see which one performs better. The variable could be a keyword, ad, ad group, email, landing page design, or even a web page.
In this case, ads are split according to the different keywords and content they hold. The different ad versions are run on different days of the week. They are eventually analyzed through Google Ads, and the better-performing ones are retained as a part of the campaign.
Google Text Ads consist of three 30-character headlines and two 90-character descriptions. These are displayed alternately, and combined by Google into various combinations to get the best results. Experts will make sure the ad copy is striking and to-the-point. They’ll include numbers for satisfied customers and prices
This simplifies the experience for searchers. Ad copy is one of the most important things to A/B testing. It helps streamline conversion rates.
And after customers click on an ad? What happens then?
The landing page.
4. PPC Experts Set Up New Landing Pages With Effective Copy
A landing page is often important when some of your ads have a high click-through rate (CTR), but a lousy conversion rate.
This means people are clicking on them, but are then getting lost on a vague homepage, where they can’t find the product they need.
Landing page designs must be complex to design, and simple to view.
The objective of a good landing page is to satisfy a viewer as soon as possible. They should reach their destination, whether it is to imbibe important information or purchase a product.
Hire PPC experts to undertake this layered task. They will ensure you profit off the conversion rates.
And, when all is said and done, how do you step back and assess it?
5. PPC Experts Use Reporting Meaningfully
Reports give your PPC campaign the clarity it needs to reach marketing goals.
It presents data in multifarious forms, to quantify the effect of your ads on your online business.
Data visualization turns your strategy into a solid narrative. Once you see it, you believe it:
- Clicks: When an ad gets clicked.
- Conversion: The action a visitor takes after viewing an ad.
- Conversion rate: The percentage of visitors who perform a specific action (sale, sign-up, etc.)
- Click-through rate (CTR): The ratio of clicks to impressions.
- Cost per conversion: The cost paid for a conversion
- Average cost per click (CPC): The average amount you’ve been charged per click.
- Average position: The average position of your ad with respect to other ads.
- Cost: The total cost of the ad campaign.
You can automate reports, but PPC experts manually pull reports and interpret data in fruitful ways. They use the data to optimize the PPC campaign. This, in the long run, creates bountiful ROI.
Hiring PPC experts is a wise choice. They are able to expansively exploit each of the cogs in the system to improve a client’s success. Every digital marketing requires a dedicated PPC marketing team. Happy selling.
