No matter if you are looking to do paid search advertising yourself or thinking about hiring an agency, you should know what makes a PPC campaign successful. Pay-per-click or PPC management is the process of hiring a marketer or an agency that will handle the company’s entire PPC ad budget and strategy.
PPC helps you buy visits to your site, and by hiring a professional agency, you can do that. Small businesses decide that PPC is going to do wonders, but the goals cannot be achieved until or unless they educate themselves about what exactly to do and how to do. Your in-house marketing team is getting little to no results out of your PPC campaign, then hiring an agency would be the right decision.
What does a PPC agency do?
When you hire a PPC, you leave your entire PPC campaign on them, including design, strategy, implementation, search engine optimization, and ad performance.
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A PPC professional takes care of several things at a time to ensure you get the desired outcome out of your pay-per-click campaign. The main roles of a PPC expert include:
•Keyword research:
The first thing a PPC should do is uncover and identify the keywords your target audience is searching for. It is highly important to keep up with trends and figure out what people are looking for. If the keyword choices are not working, the PPC specialist must be ready to change them to see the results.
•Target channels:
The next thing a PPC specialist does is selecting the paid media channels to proceed along. These media channels include Bing ads, Google ads, and social media marketing as well.
•PPC monitoring:
It is highly important to keep an eye on your PPC campaign to see what is bringing results and what is not working as planned. PPC experts measure each campaign to make sure that their campaign is actually producing the desired outcome.
•Competitive analysis:
It is highly important to keep an eye on what your competition is doing. The PPC expert will do a competition analysis to find out what keywords they are targeting and what strategies they are using to drive more visitors.
•Campaign optimization:
PPC specialists monitor the whole PPC campaign and make changes as per requirements. They will optimize the campaign, depending on the keywords that have performed well. Simply put, they will find out the keywords that are boosting return on investment and focus on them.
Things to look for while hiring a PPC agency:
Not every business has the resources to hire an in-house PPC manager, so hiring an external agency is the right choice. But if you are new to the PPC world, then hiring an agency is not going to be that easy. Before you talk to several potential agencies, you should know what you are looking for in them.
Here are a few things to consider while hiring a PPC agency:
•Transparency:
Transparency is indeed one of the most important things to consider. You are giving them an allowed budget, so they should be transparent regarding all the underlying clauses. Ask them who is going to own all of your PPC accounts.
Ask them how frequently they are going to provide reports. They should inform you of what they are doing every day. Knowing everything about what they are doing enables you to decide whether or not to continue working with them.
•No-long term contracts:
Many agencies ask you to sign a long-term contract, and after a few months, you see little to no results in your PPC campaign. It makes you feel trapped as you are not getting results and cannot get out of the contract either. The companies that are offering minimal contracts are capable of getting results even months after months. In case you don’t see any results, you can fire them.
•Goals and expectations:
From the beginning of your relationship with the PPC agency, you should be clear about what you want and what they are capable of giving you. You need to set your goals and expectations and clearly state these goals to the potential PPC agencies.
- Do you want to get a few more clicks only?
- Do you want to sell something?
- Do you want to drive traffic?
These are a few questions you should ask yourself first and then decide what the purpose of hiring a PPC agency.
•A great track record:
There are many PPC agencies out there claiming to provide extraordinary results. But do not trust them until they provide you with proof of what they have done. As a client, you have a right to ask them to show their previous work results so that you can decide whether or not it is worth working with them.
•Do more than drive clicks:
Many agencies only focus on driving more clicks. If an agency’s main metric to measure success is “clicks,” then never ever work with them. You should hire an agency that does more than driving clicks. A good agency always talks about ROI and profits.
Hire an agency that talks about driving more clicks and converting them into the highest rate possible. Clicks cost your money as you will be paying for those clicks, but conversions make you money.
Conclusion:
You need an expert PPC agency that comes up with winning strategies. But finding the right PPC agency can be a daunting task, especially if you are new in the game. Do some research before selecting an agency to hire. Choose the PPC firm that is fun to work with. They should not be shooting in the dark. In fact, they should know what to do and how to do it.
As a matter of fact, both you and your agency should be on the same page. Discuss what defines success and what results you want to achieve. Hiring the right PPC agency can make worlds of difference so make sure that the agency you hire has a systematic approach to show you results.
