You must have seen the Ads on Google’s search results page every time you search for a product or service. These are called the pay-per-click ads, which means businesses only have to pay when a visitor clicks on an ad and comes to their website. PPC ads are probably the most cost effective way of getting potential customers to your website.
However, a poorly set or managed campaign can result in massive losses because a single click can cost $5 or more for highly competitive keywords.
Given its technicality and importance, businesses should leave this task to professionals. Here is why you should hire a PPC agency to run your campaigns:
Keep Up to Date
The world of paid advertisement is changing constantly. Adwords keep making changes to its terms and conditions and that requires the subsequent changes in the ads. A PPC agency stays up to date with these changes and knows how to keep up with them. It will observe the market trends and adopt the ones that work the best for your business.
Business owners don’t have the time to subscribe and read about all the changes on a regular basis. Whereas the ppc agencies have a team of experts who have diverse expertise and standpoints.
Understands Campaign Settings
PPC campaigns are not something that you can set and forget. You will need to adjust several settings for your campaigns. For instance, if your business is specific to a certain area, you need to target the specific areas.
Similarly, you need to understand whether you want multiple ad groups for different products or services. These are just two of the options while Adwords or PPC platforms have more than a dozen. You have to make the right decision to get the optimum benefit from your campaign. Otherwise, you will end up paying a huge amount on the same traffic that other businesses are spending pennies to get.
Proper tracking doesn’t mean counting the sales. You must also be able to determine the source of these sales. That is only possible through proper tracking and someone who understands the insights. For example, a campaign might not be generating conversions but it will still be valuable if it’s sending visitors who are spending a lot of time on the website, which means they are interested and they will come at a later time to make the purchase. This can only be tracked after looking at the engagement metrics.
Most business owners do not have the knowledge or time to look at so many different metrics on a regular basis, so it is better to delegate the PPC management to an agency. You might be able to track your leads, but you will require additional expertise, and set up to move in the right direction.
Creating a strong, result-driven campaign takes time. Only the keyword research can take hours if not days. All this time can be spent on something better and what is your forte in actual. Hiring a PPC agency to design and handle your campaign helps you focus on the other areas of your business. It helps add value to your main set of responsibilities.
A PPC agency will give its full attention to the ads campaign. If you or someone who handles your SEO and other stuff is tasked with PPC management, the task will not be run optimally.
Understanding of Keywords
Keywords are pivotal to an effective PPC campaign. Choosing the right keywords can take a lot of time. And then you need to add negative keywords on a constant basis. If you are not doing this, you will be wasting a lot of time and budget, as ads based on wrong keywords will just consume resources without giving any results.
A PPC agency knows its way around the keywords. It has the tools and knows several data points to pick out the right keywords for your enterprise.
Besides, you do not know the PPC terminology:
You might know what PPC means but like many other people, you would not know anything about the CPA, CPM, or CPC. You will not be familiar with metrics like views, and impressions.
All these terms and metrics matter when it comes to ad management. And unless you are totally familiar with these terms well, you are not eligible to handle your own paid ads. It is better to leave this to people who not just understand these terms but also are adept at managing them.