Finding the right agency to manage a PPC campaign is akin to making an external hire. In addition to evaluating the agency’s background, results, and reputation, you will definitely need to ask a series of questions to gain a deeper understanding of what it’s all about and what to expect. Potential customers who visit your company’s website through a pay-per-click (PPC) ad are 50% more likely to make a purchase compared to organic visitors.
What Does a PPC Campaign Mean?
A PPC campaign is a set of efforts to promote a product or service by measuring results based on the number of visits and the cost per click. Essentially, a company pays to drive traffic to its website and analyzes the campaign’s results in an effort to achieve a lower cost per click. The goal of the campaign is to achieve desired results at the lowest possible cost. The best PPC campaigns are the ones where the cost per click (CPC) decreases over time.
While this may seem like a significant reason to use a PPC campaign, there are other variables to consider. Attempting to learn and manage PPC campaigns on your own can prove not only exceptionally challenging but can also greatly impact your company’s budget, especially when you fail to fully understand the intricacies. Without proper, specialized expertise, you may end up spending more on PPC ads than you earn, in other words, experiencing a downward trend in ROI.
By partnering with a marketing agency that specializes in PPC campaigns with industry experience and viable results, you’ll avoid excessive spending and enjoy the benefits of a well-founded, sustained campaign. PPC is an essential form of digital marketing because it directly links generated revenue with advertising expenses. Therefore, statistics, analysis, and data are crucial variables for the success of future campaigns. PPC agencies understand how to interpret these figures to develop new ideas that enhance your ROI.
What Is a PPC Agency, and What Can It Do for Your Business?
PPC agencies leverage their existing knowledge and experience in the target market to develop high-yield PPC campaigns. Additionally, they understand the importance of gathering a significant amount of relevant information to improve the campaign while sharing it with you. Year after year, global spending on major PPC channels continues to rise. This growth is not accidental but justified by the fact that these campaigns indeed work as intended.
It represents a classic “spend money to make money” model. From social media networks to paid search, PPC is an intelligent way to achieve quick and reliable results. A PPC campaign spends countless hours experimenting and learning everything you need to know so you don’t have to invest your time in this direction. An agency knows what it’s doing, and it’s essential to listen to the advice and suggestions of experts. Their aim is to follow a well-founded protocol to stimulate your business and profit.
Here are the benefits you can gain by using the services of a PPC agency:
- Quick Results
Time is essential in any field. If you want to boost your sales, PPC advertising can help. An agency will manage your campaigns, launching them quickly. Once your ads are live, you’ll immediately start attracting potential customers, clicks, and, of course, it all comes down to sales. Trying to start a PPC campaign on your own involves a range of challenges: you have to consider keywords, competitors, audience intent, landing pages, extensions, and much more. A PPC agency takes care of all these aspects to maximize your campaign for the best results.
- Targeting Your Audience
One of the biggest benefits of PPC is that it allows you to target customers based on specific details: age, gender, marital status, buying behavior, interests, hobbies, mobile device usage vs. desktop, and more. With PPC advertising, you can also change your target audience as needed to boost sales. PPC agencies also conduct in-depth keyword research to build viable campaigns tailored to potential customer intent.
- Enhancing and Expanding Your Brand Image
A PPC agency knows which strategies to use to improve your Google rankings, thereby promoting your brand image. For example, they’ll need to craft the best text to attract your target audience. Once they grab a consumer’s attention, the right call to action will encourage them to visit your website. The PPC agency can also create a suitable landing page that will turn visitors into potential customers.
- Maximizing the Use of Available Measurements and Statistics
PPC platforms like Google Ads and Facebook Advertising provide advertising agencies with key performance indicators. Tracking these indicators requires time and expertise. If you can’t understand the data, you won’t know how to make viable and useful decisions for your campaigns. This is where a PPC agency comes in, making real-time updates to campaigns to optimize performance.
- Flexibility and Budget Specificity
You probably don’t want to invest your entire budget in a single campaign. A PPC advertising agency will deeply research your business’s marketing dynamics, determining various ways to use your PPC advertising budget. PPC agencies know how to read and interpret the data, as well as make the necessary changes to avoid wasting your budget.
These are just a few of the essential reasons why it’s important to outsource your PPC campaigns to professionals. By doing so, you not only avoid investing in a low-performing campaign but also achieve the proposed profit: quickly, safely, under the clear guidance of PPC experts.
- Identifying Your Business Goals
So, a PPC campaign can be vital for the success of your marketing strategy. However, it’s essential to have a clear picture of what you intend to achieve with such a campaign from the start. Without knowing this essential set of information, it will be extremely challenging to make the right choice. Before you begin, establish clear goals and expectations so you can communicate them to the PPC agency. Your goals may include:
Increasing actual sales. Attracting target customers to boost future sales. Increasing brand awareness. Retaining current customers. Increasing online transparency and visibility, etc. An experienced PPC agency can easily adapt its protocol based on your marketing goals. Understanding your expectations will make communication much easier, allowing for PPC campaigns that align with your expectations. PPC agencies work with intricate details and complex statistics that are vital to the success of a PPC campaign. Different measurements are made in real-time, and campaigns can be adjusted simultaneously to improve their performance.
Competitor and Target Audience Analysis
It’s not uncommon for online businesses to face fierce competition. Analyzing your competition is not only important but an essential criterion for the success of a PPC campaign. With so many competitors vying for the same audience, PPC marketing can be challenging. Moreover, the success of a PPC campaign often requires being “better” than the competition. There are six key steps involved in a PPC agency’s analysis:
Identifying competitors. Analyzing their PPC strategies. Evaluating ad content and landing pages. Identifying the target audience. Analyzing budget and advertising expenses. Analyzing performance and return on investment. A PPC agency will know what budget you need to outperform your competition and secure a top spot in Google’s results list, which is more likely to attract sales. Furthermore, they’ll know which changes need to be made (even in real-time) to improve your campaign’s performance and efficiency. By analyzing the competition, the PPC agency ensures that your budget is maximized. So, at the end of the campaign, your goals and expectations will not only be met but exceeded.
Regardless of the type of business you own or the industry you’re in, nothing is more important than knowing your audience. Without knowing your audience, you can’t organize safe and effective PPC campaigns. You need to be able to relate to your target audience to attract new customers and retain existing ones. A PPC agency knows how to analyze primary and secondary data collected, for example, through previous sales and your website (via cookies), and how to use this information to reach your target audience.
Planning and Implementation
In general, the successful implementation of a PPC campaign involves the following five steps:
Clearly defining your goals. Targeting your target audience. Optimizing landing pages. Creating the actual ad. Analyzing and optimizing the PPC campaign (CTR, conversion rate, CPC, CPA, quality score, ROAS). A PPC agency ensures that all steps are taken seriously, taking into account several essential variables. The fastest and safest way to attract potential customers is to use different keywords with commercial intent in your ads. For example, people searching on Google for keywords like “ladies’ shoe deals” or “best web hosting services” are ready to make purchases. Regardless of the ultimate goal, the PPC agency must understand the campaign’s purpose and help you choose the appropriate keywords to target.
Monitoring and Optimizing Campaigns
Even though a PPC campaign is based on specific parameters, its course, immediately after launch, experiences rather complex dynamics. Beyond the essential optimization, which includes targeting keywords, targeting the desired audience, optimizing the ad itself, and the landing page – tasks handled by the PPC agency you hire – constant monitoring and optimization of the campaign are necessary. All of this is based on the analysis of parameters and statistics provided by the platform used.
From the conversion rate and cost per click to the number of impressions, quality score, CPA, and ROAS, these statistics are essential to be understood in relation to reality in order to manage the budget in a way that maximizes ROI. PPC professionals know what each specialized term means and how to interpret the data to adjust the campaign in line with your desires and goals. Whether you want your ad to always be in the top position in the results list or you want modest conversions, they can handle it.
The Most Popular PPC Platforms
As Facebook boasts the most users of any social media platform, PPC campaigns on this platform almost always succeed. Of course, they need to be optimized and processed correctly to identify potential customer search intent. Investing in this platform is one of the safest ways to increase your sales.
Instagram ads are posts that promote a business’s products and services. The posts can appear in various ways, such as Instagram Feed, Stories, or both, and can include images or videos with links to the company’s website.
Google Ads is widely used by companies, whether small or large. It’s a viable source of traffic and potential customers, making it a reliable ally when it comes to brand promotion and increased sales.
In recent years, TikTok, a social media platform, has shown enormous marketing and advertising potential. With well-optimized, targeted ads that address customer intent, you can maximize your sales ROI with a small budget.
LinkedIn Ads offers access to the LinkedIn social network through various sponsored posts and other methods. It’s a significant alternative for B2B companies looking to increase their customer base, online recognition, and visibility.
Microsoft Advertising is a platform that offers PPC advertising on search engines like Bing and Yahoo!, DuckDuckGo, or other websites.
Snap Ads are full-screen vertical video ads that can last up to ten seconds. Snapchat users can swipe up to watch a longer video, read an article, or install an app, visit a website.
Pinterest Ads look like regular pins (images, videos, collections) and are placed by a company on a user’s account home page. They have significant results.
PPC campaigns represent one of the most viable ways to achieve your marketing goals. However, they are quite challenging to execute and require increased attention, especially if you want to achieve maximum profit and ROI. A PPC agency can take care of all these aspects, ensuring success and the profit you desire. By closely analyzing the target audience, aligned with your industry, minimizing campaign costs, and managing the dynamics in real-time, professionals invest all their knowledge in PPC.
The success of campaigns depends on many variables. Therefore, it requires the specialized expertise of a professional who understands the specialized terms and knows which protocols to apply based on their value. A “certified Google Ads” PPC agency provides you with all the tools you need to take your business and sales to a whole new level: one defined by maximum profits and ROI. Therefore, it is not an option but a necessity, especially if you want to ensure robust online visibility and a strong brand reputation. If you’d like assistance with your PPC campaigns, schedule a call with a Branziba expert today.