PPC: it’s one of the most essential elements of your digital marketing portfolio. While PPC advertising is undoubtedly necessary for a growing business, just how to execute a PPC strategy leads to more debate. What’s the best way to initiate a PPC strategy, and who should do it?
We’re here to explain why outsourcing your PPC is the way to go. In addition to saving time and money, you’ll experience a host of other benefits that are only possible when you outsource PPC management.
PPC stands for pay-per-click, a method of digital marketing that charges advertisers a fee each time one of their ads is clicked. Opposed to organic methods like SEO, the PPC strategy drives visitors to your site by paying to appear more visible.
Search engine advertising is one of the most common uses of PPC. Advertisers play a bid for ad placement in search engines’ sponsored links. Then, when someone looks up a related keyword, their website may appear. If you’ve ever looked up a brand or phrase and seen the words “Ad” listed next to the top search result, you’ve looked at a company that paid for PPC advertising services. When you click on that ad, you become one of the site’s website visitors. It then has to pay a small fee to the search engine.
When a PPC campaign is successful, this fee doesn’t matter. A $1 cost means doesn’t mean much when it drives a $100 sale. But when you don’t run a winning campaign, you’ll lose out on leads while waiting for precious resources. This is why many companies look for white label PPC outsourcing, meaning they’ll hire specialized agencies to run their PPC campaigns.
A lot goes into crafting a successful PPC campaign, from researching keywords to optimizing landing pages. Without the help of a knowledgeable team, it’s easy to spend thousands of dollars and countless hours without generating any returns.
The benefits of outsourcing your PPC services extend beyond saving just time and money, though. An outsourced campaign will give you a team that you can trust and results that you can count on.
The main benefit that a PPC agency offers is greater expertise. You’re not only paying for extensive knowledge of paid advertising, but you’re also paying for hours that you’ll get back during your day and returns that you couldn’t generate otherwise.
You could more about PPC on your own, but it will never match the benefits of first-hand experience with digital advertising. A PPC agency will have worked in the industry for years – sometimes even for decades, with a portfolio of their work available.
And aside from the factual knowledge of running a PPC campaign, PPC agency team members will also have gone through the process of testing different ideas and learning for themselves what the best PPC tactics are firsthand.
Running a PPC campaign on your own is difficult – but not impossible. Sometimes, you can be successful when you execute a PPC strategy without any outside help. However, while you may experience short-term benefits, you won’t be gaining anything in the long run. If you’re not sure what elements made your strategy successful, you won’t be able to repeat it. Was your success a result of your campaign or just pure luck? In other words, you won’t be able to trust the legitimacy of your results.
One key reason why companies will outsource their PPC campaigns is that they trust the PPC’s results.
They believe that the PPC agency can get you the same – if not better – ROI based on their case studies. And although no agency can guarantee results, it’s not unreasonable to expect and hope for results that are even better than advertised.
A reputable PPC company will be constantly refining its strategies and learning from past clients so that each campaign can be better than the last. Their campaigns will be backed by knowledge so that every choice can be explained and tracked.
With a PPC agency, you can have confidence that running just one or two campaigns will be enough to make a noticeable difference. More importantly, those campaigns will be a source of reliable information upon which you can base further digital marketing strategy choices.
When you’re in the early stages of planning your PPC campaign, you’ll have a few options.
At first glance, you may want to hire one specialist to be responsible for all of your in-house PPC. It’ll be the easiest for one person to cover all things PPC-related, right? The truth is, having one person on top of your PPC campaigns may be effective if you’re a small business running a limited ad campaign. However, if you’re looking to expand your business or take your marketing strategy to the next level, the more help you can get, the better.
With a PPC agency, you’ll have more hands on deck. Even better, a PPC agency makes your ad campaigns even more efficient by allowing for specialization. PPC is just one segment of digital marketing. With the PPC segment are all of its responsibilities, like research and conducting PPC audits.
With a larger team, each member can be responsible for just one or two elements of the entire PPC task list. This will make your PPC campaign that much more effective. And if your campaign is struggling in a particular area, you’ll have access to a team member who will have years of experience in that arena.
Even if you have an in-house marketing department, it has more on its plate than just running a PPC strategy. Team members have to serve as data analysts, SEO strategists, designers, and PR experts for the brand of the company as a whole, along with its products and services.
By outsourcing your PPC services, you’ll benefit from having a role-specific team that dedicates all of its resources to one end goal.
A PPC specialist or team has quite a few responsibilities.
With the completion of all these tasks being necessary for an effective PPC campaign, adding them to the already-long list of an in-house marketing team won’t generate the same results as assigning them to an external, expert team.
When team members specialize, your company will save time and money. This logic follows the basic principles of economies of scale: the more time someone spends on a task, the more efficient they become. Therefore, with an external, role-specific team focusing solely on PPC services, you know that you have the most efficient people possible working on your strategy. The bottom line is better results for fewer resources.
A PPC strategy will require an investment of your time, whether you go in-house or outsource. Choosing the right PPC management company will require time to research and contact several companies. Once you do hire one, you’ll spend time meeting with them for updates. However, outsourcing your PPC will give you back much more time in the long run. Factor in all of the time that an in-house team would require.
First, you’ll need to conduct the same process listed above of researching and contacting several options.
Then, you’ll have to assemble your team. It will take a few weeks to complete the onboarding process. Once your team is settled in, you’ll still need to spend time ensuring that your team is trained and up-to-date on the latest updates in search engine algorithms and the PPC industry.
Future adjustments to your PPC strategy with an in-house team will involve even more time, as you may need to change the size of your team, re-train members based on different needs, or change the team’s goals altogether.
Outsource your PPC campaign to a reputable company, and all you’ll need to focus on are results. You won’t need to check your Google Ads account three times a week or make sure that everyone is up-to-date on Google’s latest algorithm change. And an outsourced PPC team will give you more for the time they do put in. An agency that specializes in PPC will be more knowledgeable and efficient, giving you better results in a lower amount of time.
Even if you hire team members with PPC knowledge, it’s doubtful that they’ll be able to achieve the same kind of results as a streamlined PPC agency.
And speaking of time, a Google Ads campaign strategy that saves your business time is also a more cost-effective one. All of that recruiting, hiring, and training that we mentioned? Onboarding and managing employees are some of the highest costs of running a business.
Having a team with a comprehensive understanding of PPC advertisement will end up costing hundreds of thousands of dollars to millions a year. Don’t forget benefits like funding 401k accounts, sick days, and health care that all add up, too.
A large part of the gains you could receive from a PPC campaign may not even end up in your pocket. And if you try to hire a team at a lower cost, you’ll miss out on the top talent and may not even generate enough returns to cover the costs of hiring them.
When you outsource PPC management, you’ll pay a significantly lower cost for ad experts to optimize campaigns that generate more results for cheaper clicks. You’ll often pay a flat rate each month with the confidence that you’ll see returns. And those returns will belong entirely to you.
As mentioned above, hiring an in-house team to manage your PPC strategy requires a significant investment of time and money without the guarantee of results.
An outsourced PPC team, meanwhile, will give you the increase in revenue you desire without the hassles.
Running your own PPC strategy takes time and effort. Businesses take time for training, kickstarting the campaign, and optimizing it. An external PPC agency already has these steps mastered, so they can jump right in with your PPC campaign immediately. They’ll also guide you through its error-free PPC process. You’ll benefit from higher lead conversion and revenue increases without having the stress of managing a team.
While some free resources are available online, they’re nowhere near as effective as the arsenal of tools that a PPC agency has available. Combine these cutting-edge tools with their expertise, and PPC teams will be able to design a strategy that you wouldn’t be able to create on your own.
Think about all of the options for your PPC campaign: whether it’s for bid management, competitors analysis, or advertisement-building software, there are dozens of modern tools that will transform a PPC campaign from effective into unmatched.
And a PPC agency doesn’t just have years of knowledge and a team of experts. They also have access to many ready-to-use resources to enhance your PPC strategy.
Don’t be fooled into thinking that you can achieve similar results with resources online. While some free resources are available with a quick internet search, they’re nowhere near as effective as the arsenal of tools that a PPC agency has available. Combine these cutting-edge tools with their expertise, and PPC teams will be able to design a strategy that you wouldn’t be able to create on your own.
While typing a search into Google is as easy as a few clicks of a keyboard and a push of a button, the factors involved behind the scenes aren’t as simple.
The ins and outs of Google AdWords’ PPC advertising system are necessary to learn before you spend significant amounts of your marketing budget on a PPC campaign. But doing this will require time. It can take months to years to fully grasp the best practices of running a PPC campaign.
Along the way, you’ll likely spend too much on campaigns that don’t generate returns and not enough on one that would be the most effective. Cut out the learning curve by using PPC management services. With their help, you can learn about the best ways to design a PPC ad strategy without risking a loss of time or money.
The PPC model is always changing. Consider Google Adwords, which is no doubt the most popular platform for running PPC ads. In addition to regularly updating its algorithm multiple times a year, Google also makes updates to its ranking algorithm.
When the Penguin 4.0 update can out in 2016, it redefined the premises of SEO and advertising on search engine results pages. Google targeted spam and indexed websites using methods unlike it ever had before.
Run a PPC campaign on your own, and just one update like this may be enough to make all of your hard work irrelevant to changing times. Even having a member on your team who has worked with PPC won’t be helpful, as their knowledge may no longer be applicable in an ever-evolving industry.
Meanwhile, a PPC team will be aware of the latest industry knowledge and trends. It will be constantly innovating and implementing cutting-edge strategies into your PPC campaign so that it never becomes obsolete.
Business is moving faster than ever, and you can’t afford to be spending most of your time troubleshooting technology or reacting to competitors outperforming you.
If you run a PPC campaign on your own, you’ll find that it’s difficult to keep everything running smoothly while staying ahead of your competitors. Trying to manage a PPC campaign with an inexperienced crew will make matters even worse. And competition is only getting more fierce for every industry. If you don’t think one step ahead with the right PPC strategy, your competitors will appear above you in every Google search, sometimes even appearing as the top result in a search for your brand name!
Hire a PPC and take the proactive approach with your business. With the help of your team, you can anticipate trends in your industry instead of fixing problems that should no longer exist.
Most of the time, your PPC strategy will involve two different elements. The first is running a Google PPC campaign for optimized results on search engines, and the second is creating a retargeting campaign that gives your brand visibility on other websites.
David Taylor Digital offers solutions for both of these services, including monthly reporting and strategy, setting up Google Analytics and Google Tag Manager, and tracking conversion for your website. And if you already have these softwares set up, we can still help – we also specialize in optimizing these accounts while saving you time and money.
Google Ads is the most popular PPC advertising system to exist, as Google is the most-used search engine in the world.
The system operates on a pay-per-click model, similarly to an auction. Users bid on keywords and pay each time someone clicks their advertisements. Every time someone initiates a search, Google chooses a set of bidders to appear in the space on each search results page. However, it’s not as simple as it sounds. Several factors go into appearing on Google’s search results pages.
Ad Rank = CPC Bid x Quality Score
Your CPC Bid and Quality Score determine your Ad Rank, which then determines your appearance on search results pages. Your CPC bid is how much you’re willing to spend per click. Your Quality Score is a way for Google to gauge the value you add to searches by taking into account your click-through rate, relevance, and landing page quality. Once this is all determined, Google will figure out if you’ll appear on its search engine pages by using this formula.
Your price = the ad rank of the person below you / your quality score + $0.01
So, as you can see, you need to think about more than just your budget to maximize your Google Ads Campaign.
David Taylor Digital has experience crafting the most effective Google Ads strategies by taking a holistic approach to all of the factors necessary for a high Ad Rank, including keyword research and strategy, writing quality copy, and optimizing your landing pages.
Remarketing allows you to target web users who have visited your site before, but usually haven’t made a purchase or signed up for your services.
Say you’ve visited a website and abandoned your shopping cart (as 70% of site visitors do). If you go to another website and see those items appear within an advertisement, you’re experiencing a remarketing campaign. We do this by placing a snippet of code on your site. When users visit, it drops an anonymous cookie onto their browser. With this cookie, we can target and show ads to them across the internet.
Remarketing campaigns have proved to be one of the most effective advertising methods, leveraging returns from an already interested audience. And even if people aren’t making a sale, you’re increasing brand awareness by showing up in the consumer’s digital experience frequently enough to make you’re a memorable brand. Remarketing is also the perfect complement to other advertising campaigns. It works in tandem with a Google Ads strategy, too.
Say you just started a Google Ad campaign to expand your target market. Once you attract coveted new visitors to your site, you don’t want them to forget about you. Add them to your remarketing audience, and your remarketing ads will get shown to them long after leaving your site. They’ll be reminded of why they went to your website in the first place.
David Taylor Digital handles all parts of your remarketing strategy from day one. All you need to is is approve any of the ads we create.
When you outsource PPC, you not only save time and money – you also open up your business to exponential growth. With the guidance of the David Taylor Digital team, your company can accomplish your goals and more.
Reach out to us to get started. We’re looking forward to working with you!