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With fierce competition in the digital world, businesses need a proven ad strategy to stand out.
Enter PPC consulting.
Paid advertising is a powerful solution that can deliver up to 200% ROI. But without expert guidance, PPC can be challenging and costly.
In this post, we’ll share why PPC consulting is essential, demystify pay-per-click marketing, and give you tips for hiring the best PPC consultant for your business.
Working with a PPC specialist is always beneficial for your business. The best PPC consultants are reliable, can effectively manage your ad campaigns, easily keep up with PPC advertising updates, and deliver desired results.
When you have a strong marketing strategy in place, you can better handle generating regular leads and scaling your business.
Now let’s dive into what a good PPC consultant can do to help your business grow.
Planning is everything.
Jumping into PPC ads is like jumping into major league baseball: You have to immediately compete with plenty of your industry giants. Unless you have a solid plan and boatload of experience, it will take you a lot of time to reach your desired goal. And you’ll make plenty of mistakes along the way.
On the other hand, a professional PPC consultant knows exactly how to conduct market research to thoroughly analyze the market before preparing a personalized marketing strategy for better brand awareness and launching several campaigns.
Another great advantage of PPC management is that they always keep an eye on your direct and indirect competitors to track the keywords they are targeting and their performance. This enables them to develop ideas that will enhance your exposure in the search engines and among your target audience.
One of the best things about hiring a PPC consultant is that they analyze, optimize and find a way to deliver a higher conversion rate.
An experienced PPC consultant ensures a higher ROI from a lower cost per lead.
In pay-per-click marketing, keywords matter more. The bidding amount will be increased when more people target the exact keywords.
With less of a budget to work with, the PPC consultant prepares an alternate strategy (like using different keywords) to produce higher conversion rates.
Or they may bid for the competitive keyword and still achieve higher conversions by targeting precise buyers by location, age, interest and gender. Doing so helps you avoid wasting money and attract quality leads that have the highest chances of conversions.
PPC consultants know the ad copy that will work best for your business.
Remember, keyword usage in ad copy and landing page content creates a significant impact, and this is where the success of your pay-per-click campaign lies.
A PPC expert will seamlessly blend the chosen keywords into the ad copy to make them more engaging and click-worthy. Successful keyword addition in ad campaigns requires experience and skills. Inexperienced copywriters might unnaturally force the keywords into the ad, disrupting the essence of the context and turning people off.
Through expert research, analysis and strategy, paid search consultants know precisely which keyword to focus on and how the copy should be written, from headline to CTA.
After setting up the campaign, they monitor the performance and optimize it to improve the results further. They also conduct A/B testing to increase customer engagement.
Another great thing about hiring a PPC consultant? It’s a big time-saver for you!
Keeping an eye on the entire ad campaign run by yourself can be time-consuming and challenging. So it is better to leave it to the experts.
Why monitor and track the performance of your campaign when you have so many more important business-related tasks to do? A PPC expert will do all that for you and then simply share detailed reports about your campaign performance. They’ll discuss the results and let you know how they plan to improve the ROI.
This lets you have peace of mind and focus on other essential jobs to grow your business.
Experience turns into expertise.
PPC consultants with years of experience have often worked in diverse domains and always bring fresh ideas to the table for business improvement.
They keep an eye on the latest PPC marketing trends and offer ways to use them to the advantage of your business.
Dive Deeper: Best PPC Agency: Top 5 Choices for 2023
PPC marketing relies on keywords, ad quality, relevancy, and bidding amount.
When you search for a keyword related to a product or service, the first few results are mostly ads.
Companies are engaging in bid wars to conquer the top position in real-time. This is because:
The click-through rate (CTR) of the first position in Google is 39.6% – close to half of all the clicks on page one!
You need to optimize your PPC campaign for the ad ranking algorithm to gain the top results. The top PPC ranking factors are:
However, having a higher bid amount will not ensure a top SERP position.
Your ad might rank below the top position due to irrelevant content on your landing page (the message from your ad does not match the message on your landing page) or poor user experience on your website.
Hence, you need to optimize your website and landing pages for better PPC performance.
To run a successful ad campaign, keyword research is essential. List all the keywords that fit with your business goal, and start your ad campaign by setting the highest bid. After all the bids and the quality of the ads are considered, the ad that wins the auction will appear in the top position of the search engine.
If you have won the auction and hold the first position, that means every time a person clicks on your ad and lands on your website, you must pay the bid amount to Google or any other ad network on which you have placed your ad.
Before you begin your paid ad campaign, you need to set up an account on the platform on which you wish to run ads. If you are running ads on Google, you need to set up your Google AdSense account to start running ads.
Pay-per-click advertising does not just include search ads; there are several other ad formats that are great for bringing you leads and conversions.
We’ll go over the top six PPC ad formats.
Search ads are advertisements placed on web pages that show results from search engine queries. When you type in a query in the search bar, the top few results are usually search ads (Google Ads, Bing Ads, etc. depending on the search engine):
These ads are designed to convince searchers to click on them rather than the organic results by creating engaging ad copy.
Search ads also offer different extensions to provide users with additional information to improve the CTR.
Dive Deeper: Google Ad Extensions: Everything You Need to Know
Display ads are advertisements that run on other websites, and are usually image ads:
This is the best way to retarget an audience and persuade them to take action. There are different types of display ads, such as banner ads, interstitial ads, and rich media ads.
You can use an image or a video to encourage the user to click on the ad and make a purchase.
When you enter a product name in the Google search engine, it features the product from different sellers – i.e. shopping ads – along with the price:
So, by promoting your top-selling products by running shopping ads, you can get more buyers and increase your profits.
YouTube is the best example of video ads, often shown as pre-roll (before the video starts), mid-roll (in the middle of or throughout the video) and post-roll (after the video is finished). Some allow you to skip the ad entirely or after 5-15 seconds.
Like display ads, video ads are an excellent way to retarget the audience and you can run them on all social media platforms, not just YouTube.
That is what Amazon, eBay, and other top e-commerce stores do to attract shoppers and encourage them make a purchase.
Social PPC ads are a form of paid digital advertising for ad placement on different social media platforms. Here is an example of social media PPC ads:
Social PPC advertisements can also be targeted based on demographics and interests. For example, if you run PPC ads on Facebook, they appear on the user’s feed or timeline. Advertisers usually pay using a CPC or CPM model.
E-commerce PPC ads run on e-commerce platforms such as Amazon, eBay, Walmart, Etsy, and others.
For example, you can run PPC ads on Amazon for searches related to the products you sell. Amazon PPC ad experts will help you run these ads to increase the sale of your products.
Here is an example of Amazon PPC ads:
You must choose the format wisely based on your target audience’s behavior. If you sell products, then display ads, video ads, and shopping ads would be ideal. Because Google’s Display Network reaches 90% of online users, display ads are a great idea for B2B businesses looking to improve their visibility.
However, any format you use, the competition will remain high. Plus, running ads without prior experience may result in losing money without any return on investment.
Having a PPC expert on your side with excellent knowledge and experience in setting up ad campaigns will make your ad dollar go far. The most significant benefit of hiring an ad expert is that they can reduce the CPA and improve the profitability of your campaigns.
* How to Create Compelling Text Ads on Google (with Examples)
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* How This Ecommerce Store Doubled Its Revenue Using Our Facebook Ads Advice
If you have not previously worked with a PPC consultant, you might find it challenging to find and hire the right one for your business needs.
Here is a step-by-step procedure to follow to hire a PPC consultant:
There are thousands of PPC consultants, each claiming to be the best.
You can hire freelancers or opt for a pay-per-click consulting agency. Get referrals and recommendations to PPC freelancers by asking your colleagues or searching on sites like LinkedIn, Upwork, Freelancer, etc. LinkedIn is an excellent option since most people’s LinkedIn profiles act as their resumes. This could make your research easy.
You can also find PPC agencies on Google or PPC company directories such as Clutch or G2.
Once you have completed your research, write down a list of consultants that you are initially impressed with based on their websites and information they provide.
Dive Deeper: How to Find Great Consultants at Affordable Prices
Once you have your initial list, you should shortlist the companies to select the best one. Start filtering your list by researching and looking at the credentials of the respective consultants.
Ensure that the consultant is Google Ads (formerly Google AdWords) certified. Their past work tells you about the consultant’s efficiency, expertise, and work quality. You should look at their previous work and the results they have achieved.
Check their customer testimonials and make sure to verify the authenticity of the testimonials by calling the customers.
You should also find out whether the consultant has worked for businesses in your industry. This will help you filter your options and hire the right individual with the required technical expertise for what you specifically need.
After shortlisting the candidates, arrange a discovery session to learn more about them and their work process. Use this opportunity to ask all your questions and clear all your doubts.
Here are some of the questions that you should ask a PPC consultant before thinking about hiring them:
After conducting a discovery session with everyone on the list, you can filter the PPC agencies that have not provided satisfactory answers to the above questions.
After the discovery session, you might just want to hire the right consultant immediately. Before you do, however, you might want to have them run a small experiment (for which you pay them, of course).
For instance, you might ask them to choose the right metrics for measuring the results of your business, goals, needs, and target audience, and then plan for the upcoming campaign.
Or, for a deeper understanding of the audience and the performance, you might have the consultants run a small and inexpensive campaign to test the copy, audience segment, and execution. Then they will use that data to formulate the perfect PPC strategy.
Finally, now that you’ve selected the perfect PPC consultant, you are ready to have them launch your PPC campaign. This should be on a trial basis.
Have the consultant execute the campaign after optimizing it according to your goals. You should also have the primary and secondary KPIs set at this stage. Observe how the consultant keeps you in the loop by updating you about the campaign’s performance via a series of reports. You’ll want to see if they are capable of effective campaign management, so see if they continuously monitor the performance and adjust it to minimize CPC and maximize ROAS.
The ultimate goal of PPC investment is to scale your business revenue. Hence, you should always measure your pay-per-click campaign success rate.
Key Performance Indicators (KPIs) help you measure the effectiveness of marketing campaigns. Your PPC service provider decides on KPIs based on your campaign goals. If the KPI does not show the results that you are expecting, then the PPC consultant does some tweaking in their current strategy to align the campaign with your business goals.
Here are the most crucial PPC KPI metrics to consider:
To choose the right KPI for your pay-per-click campaigns, you should:
Here is a five-point checklist to ensure that you hire the right PPC expert for your business:
PPC campaigns require a considerable amount of investment. Hence, it is better to trust the advice of an experienced paid search practitioner compared to a newbie.
Expertise comes from experience. When you choose an experienced consultant or PPC consulting firm, they will provide you with the best strategy and the best results.
An experienced paid search consultant knows exactly what appeals to a given audience, how to select keywords for the desired campaign goals, how to make the landing page enticing, and how to improve the ad quality score.
Partnering with an experienced pay-per-click marketer saves you tons of time, prevents inevitable money-losing mistakes, and gives you peace of mind. When researching the best PPC consulting services, check whether the digital marketing company has previous experience working in your industry or niche.
A final note: A full-service agency may also offer search engine optimization (SEO) and content marketing services, which usually enables them to provide better ad campaign services, as these strategies tend to overlap.
Action speaks louder than words. Therefore, you should evaluate the paid search company’s client list and case studies. Check out their portfolio to know which industries they have worked for.
A good PPC consultant should have a diverse portfolio. When consultants have worked across different domains, they will know how to create an effective campaign that appeals to your target audience. Case studies are a fantastic way to gauge and analyze their work process and campaign ROIs.
You can also ask the consultant about the most challenging campaign they have worked on and what results they achieved. Enquiring about it will give you a view of how they approach and solve a problem.
A dissatisfied client never leaves a good testimonial, and a satisfied client never leaves a bad testimonial. Therefore, it is always beneficial to check client testimonials.
An evaluation of the testimonials will give you an overview of the services the PPC consultant offers and excels at, and what the client liked most about the consultant or the company.
You should also check the customer’s profile to verify their credibility. Talk to the customer to collect more information about the consultant’s service.
After hiring a PPC consultant, you want to have peace of mind and concentrate on other factors of your business to improve. However, the biggest concern for all business owners is the campaign’s progress.
Therefore, you should ask your PPC consultant about their reporting structure and timeline.
Here are some questions you should ask:
Discussing the fee structure is crucial before hiring a PPC expert for a smooth long-term relationship.
Here are the different fee structures for PPC consulting services:
PPC is the best marketing channel to establish a loyal customer base, but PPC marketing requires exceptional skills.
Follow the steps discussed in this article to hire the right PPC consulting or company for your business.
Hopefully you learned how to find and hire the right PPC consultant on your own! But if you just want an expert PPC agency to do all the work for you, click here.