The Benefits of Hiring a Pay-Per-Click Consultant
According to Google, businesses that delve into the world of pay-per-click (PPC) advertising see a return of approximately two dollars for every one spent. Sounds great, right?
There is no denying the benefits that come from PPC ads, but not all companies that use them see that amazing return on investment (ROI). Why? Because there is a process that goes into creating ads that target the right audience in a way that makes them want to click. If you do it wrong, the clicks don’t come, and neither does the ROI.
If you look at PPC ads as the digital version of old-school print advertising, you understand that there is a certain expertise required to get everything right. Thirty years ago, businesses hired consultants to create their advertising. That shouldn’t change just because we are living in a digital world now.
The benefits of hiring a pay per click consultant are not that different from what those businesses saw when hiring advertising agencies. It takes more than just putting together an ad and publishing it to get the most from your PPC assets.
It takes the expertise that a consultant brings to the table. Consider some of the benefits of hiring a PPC consultant.
The MultiChannel Approach
The novice looking to drive traffic to their website will likely take an obvious path when it comes to PPC – Google Ads or Facebook Ads. That creates minimal use of your PPC marketing budget. A PPC consultant will look for a more holistic approach – one that fits your target audience.
There are many options for pay-per-click advertising beyond those obvious choices. Some may be better suited to your target audience. For example:
All these platforms have pay-per-click advertising programs for businesses. It may be worth using a mix of them or even all.
Each channel has its own set of requirements and cost factors. Some may be less expensive and better suited to your product. For instance, Bing ads can cost up to 33% less than Google’s. An ad consultant might even be able to negotiate to get a better deal with the proper channels.
On the other hand, TikTok requires video ads. That might not be something you are set up to provide. Hiring a consultant ensures you don’t miss out on opportunities to increase your brand’s internet presence.
Creating PPC ads is an art form. You need to be able to analyze the performance of an ad and make adjustments over and over until you start to see conversions.
Even if an ad performs well enough to drive traffic to your site, it might not be helping the brand out in other ways. Maybe the ads aren’t appearing to potential buyers at the right stage of the funnel.
An experienced PPC consultant will have the experience that tells them to tweak ads for better performance. They will do legwork such as keyword research and strategic budget allocation so your business gets efficient productivity from advertisements that lead to conversions.
Budgeting is one of the most challenging parts of PPC advertising. Ineffective ads can eat up your budget fast. A consultant will know bid strategies and various publishing options that keep you on budget with positive results.
The consultant can make strategic adjustments during the campaign to squeeze out even more from each ad if necessary. That is expertise that will pay off for your brand.
All the Right Tools in One Place
One of the most practical benefits you get from hiring a PPC consultant is access to the right tools to create the most effective ads. Anyone can add a few words and stock photos to a PPC ad and publish it. A PPC consultant will:
- Create eye-catching copy
- Utilize engaging, high-definition graphics and other visuals
- Customize the ad to attract your target audience
- Do keyword research
Keywords, in particular, are tricky. It is difficult to pinpoint the exact keywords a specific demographic will use in a search engine. It takes market research to understand the audience and to locate likely keywords or phrases.
The consultant will also focus on the details. For example, will the keyword used in the search be plural? Is there a specific spelling or slang term associated with the product? Proper keyword research can be time-consuming, especially if you don’t have experience with content strategy.
Creating successful pay-per-click ad campaigns is all consultants do. They don’t have to manage a team of employees, ship products, or worry about growing their business.
Anyone can do PPC advertising, but it takes time to do well. Let’s look at an example.
Using a design tool to assemble an ad could take you less than an hour to upload to Google’s AdWord platform. At that point, things get a little more complicated. You have to be able to manage the:
- Keyword match types
- Bid adjustments
- Location extensions
- Site links
And that is just one channel. Each channel has its own way of doing things. The average business owner has no time to master all the quirky things on every channel. If they try, one of two things will likely happen:
- They will end up using just one channel for the PPC ads. That means many missed opportunities.
- They will do it wrong and not get the best use out of the ad or will pay significantly more for each campaign.
If you want accurate targeting, a foolproof marketing strategy, ads that perform at peak, and seamless blending between ad copy and landing page content, you want to invest in the expertise offered by a PPC consultant.
Hiring a consultant means you also have time to do what you need to do. It allows you to leave the PPC marketing to an expert consultant and focus on your expertise – running your company.