So first things first – What is a PPC Specialist and When is it time to call one?
A PPC Specialist has specific expertise and experience in running pay per click (PPC) campaigns for businesses of all shapes and budgets.
Some only focus on certain advertising platforms, for example, I focus on Google Ads, LinkedIn Ads and Bing Ads. There are other platforms, including Facebook, Instagram, Twitter etc… so it’s a good idea to find out if they specialise in where you want to advertise.
If you’ve been running your PPC campaigns and you have that niggling feeling that it could be performing better, or you’d like to start using pay-per-click but have no idea where to start – it’s probably time to hire a PPC Specialist!
They will Monitor and Optimise Budgets - A PPC Manager will ensure your account not only meets spend targets, they will reallocate budgets across campaigns based on performance to maximise return on investment.
Increase Traffic and Sales / Leads - Research and add new keywords to campaigns. Reduce cost per conversion
Reduce the Cost of Getting Sales / Leads - Pause keywords that do not convert
Save You Money - By filtering out irrelevant traffic — Add account level negative keywords from these suggestions
Show more relevant ads — Direct traffic to the ad group that matches the search term exactly.
Maximising Campaign Performance - Adjust bids by the hour, geography and device based on performance.
Test New Ads - A/B test ads to make sure only the best ad copies are active - Pause under performing ads and create new ones to continue testing
Track Your Quality Score and Optimise - Quality score is very important in Google Ads, it provides a great “Yard Stick” on the health of your campaigns and keywords so it’s important to keep track and optimise to achieve lower cpc and better experience for users.
Manage Shopping Campaigns - They can bring extra expertise to your shopping feed not only ensuring it’s right for the shopping channels like Google but also adding the benefit of SEO improvements.
A good PPC specialist will help you take your online presence to the next level. They will take the time to fully understand your business and what your trying to achieve with your advertising budget.
As mentioned above its important to ask what they specialise in as you would not want to waste time talking to someone who has no expertise in Facebook Ads if that’s where your target audience are.
A good Pay per click expert will most likely offer a free PPC audit just to take an initial look at your account to see where improvements can be made and provide you with some projections of the types of results you could expect.
It's also important to ask for any client testimonials or case studies. You will want to see how the PPC Specialist has performed for other businesses. How have they increased their leads and most important bottom line?
Attract more customers - Reach new customers searching for your product or service on Google search
Advertise on different devices, Ad types and partner sites - People searching for your products and services will use different devices and may take time to give you their business.
Advertise Locally, Nationally or Globally - Find new potential customers in your local area or across the globe.
Measure Your Success and Grow - See how your advertising budget works for you and only spend what you allocate to ad spent.