Traditional advertising charges you to display an ad. The ad goes online and you pay a set amount whether people interact with it or not. But, pay-per-click (PPC) advertisers only pay when someone clicks on their ad. The good news is people who want to buy your product will click on PPC ads.
Google statistics show consumers who visit websites via pay-per-click links buy about 50 percent more often than those who find the site via organic search results. That means PPC ads are good for getting your target audience’s attention.
Getting your PPC ad in front of your target audience is complicated. PPC is a bidding system focused on search terms, also known as keywords. You need good initial research and a complete understanding of the process.
The best results occur when a PPC expert does the research and sets up the campaign. The expert knows how to launch and manage an effective PPC strategy.
Let’s take a closer look at PPC and the benefits of hiring an expert.
What’s Involved In a PPC Campaign?
PPC is more involved than most business owners realize. A PPC campaign includes the following elements.
The Ad Campaign
The first step is to decide on your ad campaign. Do you have a new product or service? Is the campaign part of a holiday theme? Begin with the focus for your campaign.
Create Ad Groups
Organize your ads into groups related to the campaign. For example, if the campaign is for Valentine’s Day one group may be cards. Another group is gifts for her. A third group is gifts for him.
You need keywords relevant to your ad groups. Google and other search engines place your ad based on the relevance of your keywords.
Appealing Ad Text
Next, you need appealing text to make viewers click on your ad. Hire a copywriter to create ad text.
The Landing Page
Where do people land after clicking on your ad? The landing page. It’s a dedicated page that speaks to the subject of your PPC ad. It should include a Call to Action (CTA) to encourage visitors to convert. The landing page is also relevant to your keywords.
The PPC Auction
As mentioned earlier, PPC ads use a bidding model. The ad networks let people bid on keywords in an open auction. Bidding for keywords is more complicated than a regular auction.
The placement of your ad depends on two things: your bid and the quality of your ad. Google evaluates ad quality with keywords, landing page relevance, and click-through rate.
Determine your ad rank by multiplying your bid by your quality score. Let’s say your quality score is 10. Your bid is $1.00. Multiply 10 x 1 for your ad rank.
If the result is greater than the ad rank of other advertisers bidding on the keyword, your ad appears first. The amount you pay is different than your bid. Most often it’s lower. That’s because of the way Google calculates payment.
Google divides your quality score by the ad rank of the next highest bidder, then adds a penny. If your quality score is 10 and the next highest bidder’s ad rank is 9, you pay 91 cents. That’s 9/10 plus 1 cent.
A PPC expert is familiar with the bidding process. Find a partner with the following qualities to manage your PPC campaign.
Hire Someone with Knowledge and Experience
Hire someone with several years of industry experience. You want a company with sample case studies and success stories. Find a partner who keeps current with evolving PPC ad platforms.
Ask about experience with:
- Identifying Target Markets
- Campaign Budgeting
- Keyword Management
- Landing Page Quality Score
- Conversion Optimization
- Third Party Tracking
- Mobile Optimisation
- Bib Optimisation Tools
- Shopping Campaigns
Does the PPC expert have examples of work done for similar clients and industries? Ask as many questions as needed to find the right professional to handle your campaign.
Long-Term View of Your Brand
Find a partner that recognizes every message impacts your brand. Think long-term in PPC campaigns the same way you do with traditional advertising. Each ad is part of your brand. Don’t compromise to gain immediate traffic that won’t last over time.
Discuss your company mission, goals, and vision. This helps make sure campaigns match your brand.
Data and Ad Performance
The beauty of a PPC campaign is you can track and measure results. An expert collects data on how many people click your ad, stay on your landing page, and convert to customers.
A top-notch PPC partner evaluates ad performance based on all the data. They study ads that convert well. They test new ads against previous successes. Each bit of information helps improve results. They watch and adjust every aspect of the campaign from creative to delivery if needed.
Be proactive, and demand the same of your PPC expert. Don’t wait for an ineffective campaign to bounce back. Monitor the campaign and make changes as soon as possible.
- Use A/B Testing
- Monitor What Converts
- Repeat Successes
- Delete Failures
- Make Modifications as Needed
An appealing aspect of digital advertising is the ability to make changes. If no one clicks on your ad, you can change it fast. The best PPC experts pay attention and adapt.
Hire a PPC Expert
PPC ad campaigns aren’t a DIY project. If you don’t understand the process, you can lose lots of money – fast.
A PPC expert helps you find the best ad network for your brand. An experienced professional guides clients on bidding strategies, ad copy, and keyword research.
Don’t skip professional advice when you add PPC advertising to your marketing strategy. Hire a full-service website and marketing agency like Samson Web Design. Our goal is to make your business a success online.
We have over ten years experience in all business sectors. Our clients range from local plumbers to national e-commerce websites. Contact us today. We’ll put our dedicated web programmers and marketers to work for your business.