What Is a PPC Specialist and How They Help Your Business
Did you know that Google is the world’s largest search engine and it handles over 1 billion search requests a day? So, if you’re running Google Adwords or doing PPC (Pay Per Click) advertising then you’ll want to hire a shark to be your PPC specialist!
The internet has become essential to our daily lives and it’s even more vital to modern businesses. In fact, so many businesses now focus most of there attention to online rather than offline.
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This does come with added hurdles though, including how to master SEO (search engine optimization) and stay ahead of your competitors.
That’s why a lot of businesses now hire a digital marketing team, including a PPC specialist, to help them get in front of their target audience.
Mastering SEO is pivotal to increasing revenue and in fact surviving. Over the years, good SEO practices have become necessary due to Google penalizing those who try to cheat the system.
But Google has made it possible for businesses to get to the top of the search results easier and this is by online advertising or PPC.
PPC is where you create an online ad and when people click on it, you pay Google a fee.
In this article, we’re going to share why you should hire a PPC specialist and the benefits of doing so.
Read on for more information.
What Is PPC?
Before we dive right in with why you should hire a PPC specialist, first you need to know what PPC is. It may sound like some geeky jargon, but it’s not that complicated.
The term PPC is an abbreviation for ‘pay per click’ and is exactly what it says. Every time somebody clicks on the ad, you pay Google. The idea of it is that you can bypass organic search results and go straight to the top.
You almost certainly would have seen PPC ads at some point. They’re usually displayed at the top of search results or as a sidebar.
If you’re unsure though, open a new tab, go to Google and search for a term like ‘running shoes’. The first few results should be PPC ads and are likely to be by Nike or Adidas.
Whoever shows up first would have bid on the phrase ‘running shoes’ and would have outbid their competitors.
If you go and click on the link, they will have to pay a fee and it will be deducted from their set budget. Once their budget runs out, they will no longer show up as an ad when you search that phrase.
In the search results, you may also see pictures of specific running shoes with prices advertised.
Companies have now seen the value in setting up PPC campaigns with links to specific products. This makes it like shopping on Amazon for the user and can have a better ROI for the business.
What Are The Benefits Of PPC?
If you know anything about SEO and have tried to direct more traffic to your website, you’ll understand just how hard it is.
An SEO specialist’s main goal is to get the website to rank number one in the organic search results, for every high-value keyword associated with the business.
To an outsider, this may not seem to difficult, but as we know, it’s a constant battle.
You try everything from backlinking to creating the most mobile-friendly website out there. But after doing this, you only climb the rankings a little and when Google introduces a new algorithm, it can undo all your hard work.
This is where pay per click advertising can be an effective online marketing strategy by directing high-quality traffic which converts.
PPC advertising has made it possible for small-medium size businesses to start competing with large organizations. It doesn’t matter where your website sits in the organic results if you outbid competitors, your website goes straight to the top.
It may seem too good to be true, but it isn’t. In fact, a lot of small businesses have started to steal customers from competitors and increase their brand awareness this way.
When you get PPC ads right, it’s like landing the perfect spot in a shopping mall where the only customers are people looking for your products.
So doesn’t this sound like something you should be trying to master?
You should often try and mirror what large brands are doing, and trust us, large brands run PPC ad campaigns very effectively.
What Makes a Great PPC Specialist?
There’s quite a difference between SEO and PPC specialists.
An SEO specialist will focus on improving and adding to your website content in order to make it easier for Google to understand. They’ll also focus on setting up your Google My Business profile, backlinking, and improving the website’s domain authority.
A PPC specialist doesn’t focus on any of those. Their goal is to run a profitable ad campaign. That’s it.
To achieve this, they have to be very knowledgable and right at the top of their game. They won’t offer value if they guess on which keywords to bid on and don’t understand the numbers.
Somebody who is great at their job will be very analytical. They will need to be able to analyze large amounts of data and notice patterns.
For example, if a PPC campaign is starting to dwindle, they’ll need to understand why.
They’ll be able to look at the data and come up with possible conclusions and act accordingly. They may have to change what keywords to bid on, or, change the bid strategy completely to improve it.
Specialists also need to be good at anticipating search patterns.
Keywords can often have fluctuated in search volume throughout the year. For example, Valentine’s day gifts will have more search volume in February than in August.
This is obvious to us and if we sold Valentine gifts, we would not put all our efforts into marketing during summer.
A PPC specialist not only needs to know this but also needs to be astute in anticipating and finding more hidden search volume patterns.
Going back to running shoes, it’s fair to assume that people buy them all year round. But is there a day of the week or period in the month in which more are sold?
The answer is probably yes but figuring this out could be a challenge. A good PPC specialist will be able to figure it out by looking at the data and will base the bidding strategy around it.
They’ll Need To Be Persuasive
Figuring out which keywords to bid on and outbidding competitors is only half the battle for PPC specialists. It’s ok bidding the most and being the number one ad, but if it doesn’t grab the searcher’s attention, its a waste.
For example, have you ever seen a billboard or a commercial that has made you put your phone down and read/watch it? Have you then looked up the product or company and even purchased what was advertised?
If so then this was a great advertisement and it fulfilled its purpose. Well PPC ads are no different.
The specialist needs to be able to put together a great ad copy to try and convert the person from a browser into a customer. If they have run successful campaigns before, they’ll know exactly what words to use.
If you’re considering a PPC specialist, ask them first to create some mock ads around keywords you want to bid for.
You’ll then be able to see how they work and make a judgment on their work. You could also search the keyword on Google and see how the ads match up to competitors.
If you’re unsure about their strategy, get them to talk you through how they decided on what to write and why?
Make Sure They Can Close The Deal
Have you ever gone to buy something like a car and decided not to purchase it solely because of the salesman? Maybe they were pushy, rude, or not interested in your business. It may have been the perfect car but you were put off by the process.
PPC ads can go wrong in a similar way. When people click on them, the deal is only half done.
The page they are redirected to is often referred to as the landing page and can make or break sales. A great PPC specialist will be able to create an excellent landing page or advise you on how to improve yours.
A good landing page should be simple for the user to navigate. Think of an Amazon checkout page. It’s really straight forward and allows you to buy in seconds.
If Amazon decided to make the checkout button small, or make you go through a dozen pages before you could finally pay, you would likely give up and shop elsewhere.
A way of determining if the landing page is successful is through conversions. How many people clicked on the ad but didn’t buy the product?
Buy having a PPC specialist who can help convert traffic, you’ll have a winning strategy.
Let Someone Else Do The Hardwork
You may be reading this and thinking you should just have a try at PPC campaigns yourself. But this could be a costly mistake.
Whilst there are loads of Youtube videos that claim to show you ‘the secrets’, these are often flawed. Think about it, why would a successful PPC specialist want to give away their secrets to competitors. They wouldn’t.
Being inexperienced and trying to run ad campaigns could severely hurt your business. It’s very easy to lose a lot of money by bidding on irrelevant keywords or bidding too high.
Companies have even been known to waste thousands on keywords they already rank for organically. By doing this, they simply paid to outrank themselves.
It’s equivalent to you opening a store next door to yourself. As funny as it sounds, it’s rather suicidal in business terms.
If you’re serious about growing your business and brand, invest money into someone who can take control and create you some awesome ads.
The financial rewards are massive when it’s done correctly so get it right the first time.
It will also save you time and stress, so you can focus on other aspects of the business. As you’ll know, running a business is complex and there can be multiple jobs to keep on top of.
Whilst your specialist is working away to grow your sales, you’ll also be confident that part of your marketing budget is being spent wisely.
Who knows, you may even feel like taking some time off or go away on vacation to re-charge your batteries.
How Do You Decide Who To Choose?
Every PPC specialist will claim to be the best and the only one who can help your sales skyrocket, but there are a few simple tips on how to sort the best from the average.
Ask who they’re working with and how long they have been in partnership with them. If they have been with them for around a year or more, they’re likely doing a great job.
Take a look at their website as well for any testimonials from current or previous clients.
Benefits Of Pay-Per-Click Advertising
We hope you have enjoyed this article on the benefits of hiring a PPC specialist, and, you have a deeper understanding of their role and what they can offer to your business.
As you can see, they offer a range of benefits and the rewards can be huge. We strongly advise you to consider hiring a PPC specialist to take your online marketing to the next level.
Finally, why not contact us for a free marketing strategy session and find out how we can help you today.