PPC management agencies help your company gain more clients through small pay-per-click ads on Google Search. PPC services will help you create a marketing plan to attract customers who are likely to visit your website and purchase your products. Targeted keywords will lead the right users to your sales page.
A PPC management firm deals primarily with creating pay-per-click (PPC) ads on Google. These small text ads appear on search engine pages as sponsored listings. You only pay when a visitor clicks on one of the ads.
You will bid on PPC ads – you don’t buy them “out of the box.” The highest bidder is listed first on the search page; the ads for companies who pay less appear farther down the page.
PPC enables you to gather more leads for your business. A PPC agency may also deal with other aspects of web marketing, such as blog and content creation, email marketing, and graphic design.
Small businesses can choose lesser-known keywords that big companies miss, and you can see and adjust your ad campaign in real time for better results.
Here are ten more key reasons your business will benefit from hiring a PPC agency.
Table of Contents
- 1. Drive traffic from search engines
- 2. An Agency Helps You Clarify Your Marketing Campaign
- 3. Experts Monitor Your Campaigns
- 4. Funnels and Landing Pages Drive Sales
- 5. PPC Helps with Conversion Tracking
- 6. Finding the Right Keyword is Time-Consuming
- 7. It Takes Experience to Craft Effective Ad Copy
- 8. Click Fraud is Always a Possibility
- 9. Organize and measure your advertising efforts
- 10. A PPC Agency Lets You Focus on Your Business
1. Drive traffic from search engines
Over two billion people are online, and 93 percent of online begin their web session on Google or another search engine. PPC advertising drives people to your site from the search page.
Potential customers don’t need to read an article or access you through a link on another website. Users come directly to you from the search engine page.
PPC ads can also drive people to your store if you have a physical location. Pay-per-click improves your attribution, as your customers will become more familiar with your brand after seeing your name on PPC ads.
2. An Agency Helps You Clarify Your Marketing Campaign
A PPC agency helps you determine what you hope to accomplish with your marketing campaign. Do you want to increase sales, get more leads, boost brand awareness, or achieve a combination of these goals?
A company offering professional services or luxury items should consider a lead generation to convert visitors into leads and, eventually, clients.
- Your agency can also help you with business metrics, such as customer acquisition cost (CAC). Add advertising costs, in-house and outside marketing fees, and sales associates’ salaries, divide by the number of new customers, and you’ll get CAC.
- Return on ad spend (ROAS) is determined by taking the number of leads sold and multiplying them by the amount received per lead. (350 leads sold to doctors at $100 per lead, for example). Then you divide that amount by the amount spent on your AdWords campaign. The result is your return on ad spend.
- Customer Lifetime Value (LTV) indicates the total amount a business will likely receive from a single customer. This business metric shows which customer segments provide the largest revenue streams.
Once your PPC agency determines business metrics, finding keywords to attract target customers will be easier. Data from current landing and product pages will help you figure out PPC conversion rates.
3. Experts Monitor Your Campaigns
You should try everything you can during the first 30 days of your PPC campaign. Some approaches may not work, but you’ll be able to collect data to find out what will work for your long-term plan.
Launch a broad match modifier and exact keyword set at the start of your campaign. You’ll see which exact match keywords drive conversions and which keywords aren’t working at all. Get rid of negative keywords, which aren’t relevant to your product, and use money keywords that are responsible for most sales.
Move the best keywords into their ad group to improve your quality score.
You’ll also want to look at click-throughs and landing pages. You should split test copies to find the best headlines and text for click-throughs.
Check landing pages to see which ones have a lower bounce rate. Compare successful and poorly-performing ads, landing pages, and campaigns to see which have the most conversions. Imitate the converting ad copy and page designs in your other campaigns.
Managing PPC involves hard work and strategy. You’ll need to get your marketing plan in place, along with some alternatives, before going live or even bidding on Google ads.
4. Funnels and Landing Pages Drive Sales
A funnel describes a potential customer’s journey, from surfing the web to clicking on a text or banner ad, visiting your website, and finally connecting with your company.
For example, a funnel for Amazon visitors involves arriving on the website, clicking on a particular product, putting it in their shopping carts, and purchasing it.
You want to create a similar funnel for your product and ensure that visitors don’t click away from the funnel before they arrive at your marketing objective (a purchase, email subscription, etc.).
Create a landing page for every marketing campaign. A new landing page for every campaign addresses the needs of a particular group of users, and you’ll gain their trust. You’ll be able to convert a potential customers if they trust and identify with your message.
Landing pages help avoid website clutter and drive people to convert faster. A funnel guarantees that users will engage and move towards conversion or purchase. You should determine what actions you want from your users and figure out how to make them follow through.
A PPC agency knows what routes lead users to buy or convert. You’ll lose customers to other websites if you neglect funnels and a clear direction for site visitors.
5. PPC Helps with Conversion Tracking
A conversion occurs when a customer fills out a form, subscribes to an email list, books an appointment, or makes direct contact with your company. You’ll need to supply code in your site’s back end to track conversions. Tracking tools let you know what marketing techniques attract conversations.
You’ll learn which keywords, landing pages, and ads attract results and which ones don’t work with conversion tracking tools. A PPC management firm has experience in tracking conversion results so that you can optimize your marketing dollars.
6. Finding the Right Keyword is Time-Consuming
PPC marketing uses search queries and keywords for your Google ad campaign. Your company bids on keywords or search engine queries typed into Google. You pay only if legitimate visitors click on your ads.
You can choose from hundreds of different keywords and keyword variations. The demand and search volume also factor into the right keyword for your ad. PPC agencies have experience in matching keywords with clients and marketing campaigns.
7. It Takes Experience to Craft Effective Ad Copy
You’ll need a persuasive ad copy with the right keywords. A PPC agency knows how to write copy geared at your prospects and convince them to click on your ad. The best ad copy gives potential customers reasons to buy your product or service.
Writers should use keywords in headlines and focus on product benefits, urgency, and information pertinent to the target audience. Know what the target audience wants, and think as they do. Look at a potential sale from their point of view. Address the target customer directly by using the words “your” and “you” in the ads.
Use positive emotions to draw customers into your ads, such as hope or nostalgia. Make your ad message stand out – there’s nothing worse than a dull ad. People like sale prices or statistics to convince them to check out a site. Use exact amounts instead of rounded numbers if you mention product cost.
Take advantage of all the space allotted for Google ads – two 30-character headlines and an 80-character description. Set yourself apart from other businesses by distilling what’s unique about your company.
Consumers trust local businesses more than huge national corporations.
The best ad copy boosts quality scores and lowers the cost per click.
8. Click Fraud is Always a Possibility
Click fraud may happen, despite the best efforts of any PPC marketing company. Your marketing service can use log files and statistics to find click fraud. This internet fraud involves illegally clicking paid text links or banner ads. A person, online bot, or automated software clicks the ads or links to reduce the competition’s ad budget.
A PPC expert can determine if click fraud has occurred and get your money refunded for these invalid clicks.
9. Organize and measure your advertising efforts
PPC companies also help you put ads in groups. You create ads for a particular product using specific keywords. You’ll want to use ad extensions to boost your Quality Score and increase ad appeal.
Google Analytics lets you know which parts of your funnel get results. Your analytics page shows you which keywords bring people to your site, where your visitors come from, and how long they stay on certain pages.
Employ split testing to determine how to improve your ads. Collect as much data as possible to study and change insufficient marketing strategies. Different split testing strategies include displaying URLs, prices, and statistics, a call to action in various locations, and testing other calls to action.
Basic plans feature Google and network, but more aggressive plans also target Bing and Google Shopping Management. Large plans may target up to 10,000 keywords.
10. A PPC Agency Lets You Focus on Your Business
The most successful business owners concentrate on their products and customer service and leave web marketing to the experts. A PPC management company will plot your strategy (after input from you and company executives) and devise the best plan to drive customers to your website.
Other services that may be included in PPC marketing plans are YouTube Video ads, Google text ad remarketing and banner remarketing, international campaigns, social media PPC advertising, translation, and the set-up of rule-based bidding.