Pay-per-click (PPC) is alive and well in 2017, but the digital landscape is certainly changing how PPC marketers should approach campaigns. The competition for visibility is fierce on all search platforms, which is all the more reason why your business should invest in this invaluable service. But what is it, and can you do it yourself? Read on.
PPC is on the opposite side of the spectrum of search engine optimization marketing (if you missed it, check out our post on SEO here). While SEO is a process that involves producing content and constant updating, PPC works a bit quicker, so money is often invested into PPC advertising.
This type of advertising is able to deliver highly-targeted traffic, but it should be handled by an expert. The top three paid advertising spots garner 41 percent of the clicks on a search results page. Those are big numbers, and you don’t want to fumble the opportunity to get in front of those potential customers with a poorly-run ad campaign. Here at Hyperlinks Media, we’re a proud Google Partner and our marketing team is AdWords Certified (we’re kind of a big deal). If you’re thinking about launching your own PCC campaign–don’t–here’s why:
1. Your PPC Content May Flop
In a digital space where every word holds incredible value–especially in PPC ads–it takes an expert to be able to craft the best content for your campaign. On average, businesses make $2 in revenue for every $1 they spend on AdWords. That’s a great figure for ROI.
Even if you’re an excellent writer who is able to put together powerful ad copy, simply tossing that content in the ring to compete with the millions of other ads won’t help you attract leads. In order to achieve the results you’re hoping for with your PPC campaign, you need an expert who can strategically place the right copy in front of the right potential leads.
2. Keyword Research Isn’t for the Faint of Heart
Keyword research isn’t easy, folks. It’s also a monumental factor in terms of your PPC success, and running a campaign with the wrong keywords could burn a large hole in your marketing budget’s proverbial pocket.
Experts (like us!) are highly-skilled in selecting the most appropriate topics for your campaign and are able to use tools to identify specific variables that bring you leads and conversions. PPC visitors are 50 percent more likely to purchase a product or service than organic visitors, so mishandling your targeted keywords is a pricey mistake. Are you willing to take that risk? We didn’t think so.
3. They Say It’s User-Friendly (Spoiler Alert: It’s Not)
We know it’s billed as user-friendly, but PPC is a complex and oft-misunderstood topic that requires technical knowledge and skill to properly execute. Let us be clear: Knowing what PPC stands for is not the same thing as knowing the intricacies of the campaign-running discipline. Even still, do you know what CPA, CRM or CPC stand for? Do you know much about retargeting? How about the difference between impressions and views?
If you’re scratching your head, it’s ok, that’s why there are experts in this field. Understanding the litany of moving parts within PPC is vital to the management and success of your campaigns. There are a wide-variety of terms that the experts must have a firm grasp on prior to running your campaign. Simple aspects, like knowing that your total clicks divided by your total number of impressions will leave you with your click-through-rate (CTR), aren’t enough to cut it in the world of PPC.
4. It’s Time-Intensive
If you’re doing it right, management of PPC takes quite a bit of time. As a business owner working hard to manage your brand, time is one thing we know you’re short on. The creation and management of these campaigns is inclusive of constant, recurring tasks that all come together to function, but must be created separately.
For example, the best PPC campaigns involve constant optimization of copy, landing page creation and the development of keyword lists. This continued optimization and research helps the experts discover opportunities to maximize your leads and conversions, all the while staying abreast with the latest algorithm updates.
5. Prior PPC Experience Begets Success
It’s a tale as old as time, but PPC experts are backed by knowledge and experience, which will help ensure your campaign is successful. Not only do they have long-running technical expertise within the PPC field, but they’ve also most likely managed other campaigns prior to working on yours.
With an expert, you can be assured they know a lot about what works and what doesn’t, including how to run the most effective campaign. Simply put, they can get you the most for your money. They’ll know how to setup your campaign to target the best type of customer for your business, where to target those types of customers and when to target them. This is an invaluable skill that is learned overtime and through constant research.
We know that it can be tempting to create a Google AdWords account and set up your own campaigns, and we get it. But trust us, hiring an expert can help you maximize your ROI and save you money in the long run. Are you ready? Call us at 281-693-5372 to get started.