"I've tried PPC and it doesn't work" is a line we've heard countless times before.
The beauty of programs like Google Adwords is that they give users the ability to easily launch a campaign themselves; however this is often when problems start to occur. Most businesses who 'have a go' themselves will set it up, leave it running and then scratch their heads as to why it doesn't work, as they don't have the knowledge or experience to interpret the data and then use their findings to make improvements to the campaign.
This leaves many in a situation where they feel that it doesn't work for their business or industry and makes them reluctant to try again, however this doesn't need to be the case.
Advertising platforms like Google Adwords help businesses across the globe to reach potential customers on a daily basis and is a tried and tested method which gets results; if it hasn't worked for you in the past; it’s more than likely down to the execution.
This is the single biggest reason why you should consider outsourcing the management of your PPC campaign; however there are also a wide range of additional benefits:
The day-to-day running of a PPC campaign can be very time consuming, demanding constant attention which can take away time from your daily work responsibilities. Most business owners who manage campaigns themselves will learn as they go by trial and error, which can result in a lot of wasted time and budget. By using an experienced paid advertising agency, they will be able to identify issues much quicker than the untrained eye and the chances are they have faced most common teething problems before and know how to overcome them.
A trained PPC professional will be able to reduce your cost per click and help you get better value for your advertising spend. The quality score algorithm is quite complex, however those that understand it will be able to optimise your campaign to achieve higher quality scores which will make your campaign more relevant, which in turn, makes your clicks cheaper. A PPC professional will also be able to spot areas where your campaign might be wasting budget and will be able to advise on how the budget can be spent more wisely.
PPC management professionals use a variety of tools to help manage and maintain their campaigns. From bid management and competitor analysis tools through to specialised software to help build much larger advertising campaigns, these specialist tools are essential in order to keep your campaign running at the optimum level. Businesses that manage their campaigns in-house might be able to find these tools online, however they won't have the experience in using these tools to get the most out of your PPC campaign.
Many of the paid advertising platforms like Google Adwords and Bing Adcentre offer a certified partner programme and if you choose to outsource your PPC management to a Certified Partner Agency, you have access to a wide range of benefits. By choosing a Certified Partner Agency, this ensures that your campaign is in the hands of a certified professional who is up-to-date with the latest best practices and paid advertising techniques. Certified Partner Agencies also have access to a number of other resources, including a dedicated support advisor, competitor insights in a range of industries and access to exclusive promotional offers for their clients.
Running a PPC campaign is more than just using the advertising platform; in almost every case there is a need for additional website changes or some custom web development to help your website convert users into enquiries. Whether this is implementing conversion tracking code, creating additional landing pages, landing page split testing or dynamic phone number switching to track phone calls, your website has to evolve with your paid search campaign so they both are in sync to get the most out of your paid traffic.
Still not convinced? Why not take advantage of our Free PPC Advertising Consultation and let our certified PPC experts take a look at your campaign to suggest improvements to get your campaign working to its full potential.