It was recently revealed that small and medium businesses together spend over £1 billion a year on Google’s PPC advertising. Yet, despite the obvious prevalence of pay-per-click advertising, many companies still seem to be at a loss regarding how to properly make use of it.
A comprehensive understanding of PPC can be hugely beneficial to helping expand your business’ reach. This blog intends to break down how PPC management services work, explain why businesses choose to use PPC management services and share the sort of results you can expect from properly utilising paid advertising.
What are PPC management services?
PPC management occurs when a business’ budget and advertising strategy are handled by a specialist marketing agent or marketing team. These specialists can be internal or external – either sourced from within the company or brought in from an outside establishment.
A PPC expert is responsible for handling the following areas:
- Researching keywords: Keywords are crucial for reaching and communicating with target audiences.
- Analysing competition: PPC management services will pay attention to your company’s competition in order to let your business stand out and fill a gap.
- Finding the best paid media channels for your business: Whether your company is better suited to Google Ads or social media outlets, a PPC expert will identify where is best for you to invest your advertising budget.
- Monitoring PPC: PPC advertising must be consistently monitored, reviewed and updated to ensure that the keywords are still relevant and the campaigns are still successful.
- Optimising campaigns: After monitoring your PPC, the PPC expert will make any changes necessary to best optimise your ad campaigns. This will normally come from identifying your top-performing keywords and focusing the budget on them.
It is unusual that a company will already contain PPC experts, therefore it frequently makes sense to bring in external PPC management services. This way, it can be guaranteed that the work is carried out thoroughly and to a high quality.
Why do businesses use PPC management services?
Why businesses choose to use PPC management services rather than attempting the work themselves is a valid question to ask prior to enlisting help. Let’s begin by exploring some of the reasons PPC is so important for businesses at this point in time:
- It has been suggested that global internet traffic has seen a 30% increase this year.
- It has been revealed that 81% of consumers shop online for a product.
With such an evident online marketing focus, it is important that businesses handle their PPC well. Here’s where the benefits of PPC management services come in:
- PPC can be complex to learn: While Google AdWords is intended to be user-friendly, this doesn’t mean it can be learned overnight. Google puts together PPC exams where experts can gain qualified knowledge of the intricacies of the strategy.
- PPC is always evolving: Google is constantly changing and updating its platforms and services. Therefore, learning about PPC isn’t as simple as familiarising yourself with the basics – instead, knowledge should be kept up to date to keep your company ahead of your competitors.
- The ins and outs of keywords are nuanced: While it can be relatively easy to identify the necessary keywords for your company, PPC management services experts will know the common variations, misspellings, abbreviations and plurals.
- Evaluating success: Having a basic knowledge of PPC will certainly allow you to measure impressions and clicks in order to establish the overall success or failure of a campaign. However, a PPC expert will be able to measure this further by working out how much of the traffic you are receiving is relevant and how much time users are spending on your ads and websites.
Ultimately, investing in PPC management services will save your business time and money through getting a knowledgeable agency on board who has your company’s best interests at heart.
What results can you expect from PPC management services?
Now that the benefits of bringing in PPC management services are clear, it’s worth considering exactly what results you can expect from an agency’s contribution.
- A level playing field: PPC’s ability to begin and optimise campaigns with even a small budget means that your company can be generating traffic and awareness quickly. Bringing in PPC management services to set up campaigns allows you to reach a wide customer pool swiftly, without having to rely on already having an established reputation and client base.
- Closer to achieving your business goals: Whether your company ambitions are to increase exposure, expand your business or successfully launch a particular product, PPC is crucial in its ability to track progress and offer solutions. One of PPC’s primary purposes is to identify traffic and direct it to a specific destination, helping to turn individuals from browsing to buying.
- Integration with other marketing channels: Google Ads’ PPC marketing works well with SEO, with the insights from Google Ads offering the necessary insight for where to prioritise SEO efforts.
- Control and flexibility: PPC management services allow for budget flexibility and choice over keywords, letting you begin campaigns cautiously and scale up as soon as you identify successful performance. Changes to your campaign’s running and optimisation are easily achieved, even once they have been launched.
- Access to extensive marketing data: Perhaps the biggest result you can expect from PPC management services is access to impression, conversion and click data to best monitor your audience and competition.
- Increased awareness of your company’s progress: A major benefit of PPC is the ability to view stats, conversions, clicks and impressions. PPC offers complete transparency when it comes to how your campaigns are performing and what sort of traffic you are receiving. This also ensures that your budget is being used as efficiently as possible.
- Honed and effective targeting: PPC strategies allow for businesses to reach their targeted audiences in as thorough a way as possible. Utilising keywords and focusing on remarketing can be executed alongside tracking clicks and impressions to ensure that people in your current audience can be reached alongside new customers.
Here at Online Scientists, we have a number of different pay per click management packages to suit companies of all sizes and ad spends. Please don’t hesitate to get in touch with any questions, we’ll be happy to help.