PPC (pay per click) advertising is a highly targeted marketing tool that's incredibly effective. However you need to understand what works for you. Thankfully there are...
The average SMB (small to medium-sized business) spends around $400 per month on marketing. Many of these companies put out more money than necessary in PPC because of inexperience and inefficiency.
If you aren't sure if you should outsource PPC efforts or if you should keep them in-house, this article will help you decide. Continue reading this article to learn the ten reasons you should look into PPC outsourcing.
Should You Outsource PPC - Yes or No?
It can be difficult to decide when it is time to let go of control and when you will get the best results keeping your activities in-house. If you're experiencing the following signs, you should look into outsourcing PPC.
1. You Don't Know the Difference Between PPC & SEO
You know you need website traffic. You know PPC and SEO bring you the website traffic, but you don't know the difference from one to the other. If that is the case, you definitely need to outsource your PPC.
PPC stands for pay per click. When you advertise using PPC, you have to pay every time someone clicks your ad. These ads work on an auction system so you can't be sure how much you're going to pay, but you can set maximums.
SEO stands for search engine optimization. SEO is when you set up your content in a way that makes it easy for people to find it in the search engines. There are different strategies, but the goal is always the same.
2. You Can't Keep an Active Eye on Your Campaign
If you don't have time to at least look at your campaign daily, you need to outsource. You never know when something has changed and your ads aren't serving. While you may notice a drop in traffic, it might not be until your company has lost some opportunities.
A PPC campaign is not a "set it and forget it" strategy if you want to get the best results for the best price. If you allow your PPC campaign to continue running while you aren't paying attention, you may find your results are not as good as you'd like them to be.
If you make a change in your product or process, you could be advertising something you aren't even selling anymore. If this happens, you not only are wasting money, but also you're going to provide a bad customer experience when people go to your site to make a purchase, and it isn't available anymore.
3. It's Been Weeks Since You Analyzed Your Results
If you don't look at your results and see what's going well and what could use improvement, you need to hire someone to take over your PPC. When you have someone to take care of your PPC, they can analyze the various pieces of data to see what is working best for your company and what is costing you too much money.
4. You Aren't Adding New Keyword Opportunities
There are a lot of opportunities online. Part of those opportunities with PPC is the number of keywords you have running at any given time. If you aren't able to research and add new opportunities as they arise, you need to find someone who can.
Adding new opportunities through new keywords can help you grow your company's revenue and increase profits.
5. Your Keywords Are All Very Competitive
If your keywords are all very competitive, that is likely because you haven't had the opportunity to research long tail keywords for your industry. When your company has someone else working on PPC that has time to research long tail keywords, you won't have to keep paying high prices for highly competitive keywords.
6. Quality Scores Are Hitting You in the Wallet
Did you know your quality score has a great deal to do with how much you pay for your ads? When you use Google AdWords, they watch to see how closely related your website is to the ad you've created. If your ad isn't relevant, it isn't going to score well on quality.
Google wants its searchers to find content that serves them well, and one of the things that give users a good experience is the relevance of a website they click through to.
If you don't know how to make the ad relevant to your page and increase the quality score, you could be paying for high priced ads for no reason. Let an expert help you get out of paying sky high prices due to low-quality scores.
7. You Don't Know Your Conversion Rate
Do you know your ad conversion rates off the top of your head? If you don't know what at what rate your ads are converting, you probably need to outsource your PPC.
Even if you get to the top of Google, you need to know the conversion rate on each of your ads. The ones that are doing well can be split tested to do even better, and they can pause or delete the ones that are failing.
Your ad conversion rate is one of the most important things to know because increasing your conversion rate is like giving yourself a pay raise.
8. You Aren't Tracking Incoming Clicks
Tracking incoming clicks allows you to see where your traffic is coming from. If you don't know what keyword is delivering the best results, you are throwing money at your PPC and hoping everything goes well.
Tracking your incoming clicks is an important part of a successful PPC campaign. Having someone in charge that knows what to do with the information is important.
9. You Haven't Tried Multiple PPC Platforms
If you're only playing in one PPC network, you need help with PPC. You might find that Bing works better for you than Google AdWords does. Maybe you want to play around in the Facebook PPC. If you don't know how to approach these platforms, your wish to have a presence there is likely to stay just that - a wish.
Learning multiple PPC platforms can be difficult, but outsourcing makes sense since these professionals already know the ins and outs of each of the platforms.
10. You Don't Know About New Features
Do you know when the PPC platform you're using has a new feature? If you aren't up on the latest features, you're likely missing out on opportunities to grow your business. When features are new, there is often a window of opportunity where you can get a good boost because you're an early adopter.
When you have a professional managing your PPC, they are always working on learning the latest features on the platforms. You can get in with the early adopters and get the best results.
Should You Outsource Your PPC?
If you've gone through all of the questions above and you still aren't sure if you should outsource your PPC or not, let's go through a little bit more information to help you decide.
Whether this is your company or you're the one making a decision for a company you work for, this can seem like a scary decision to make. If you don't have control of your ad spend, how ads are written, what keywords the company you outsource to will use and other things, how do you know your campaign will be successful?
Before you start working with a company to take care of your PPC, see what results they have helped other people achieve. You wouldn't work with a random doctor, dentist, or mechanic, so why would you work with a PPC expert without checking them out?
If you know that you need help with PPC, but you don't think you can manage a team in-house, then outsourcing is the best way to go. Instead of trying to bring in-house talent on board and then having to let them go because it's out of your reach at this point, outsourcing will allow you to get the results you need.
If you outsource your PPC and you don't love the results, you can always try an in-house team later. Many people get a taste of outsourcing and notice how nice it is to work with professionals they don't have to manage.
Do you want more free time to do your own job tasks? Do you want to save money on your PPC campaigns? Do you want to increase conversions and sales?
If you said yes to any or all of those things, then it might be time for you to outsource your PPC efforts.
Learn the Ins and Outs of Digital Marketing
If you decide to outsource PPC, you may also want to look into other forms of marketing. When you understand how to bring business in on demand, your business is in a very strong position.
Now that your PPC is under control, read through our article about SEO. You will learn what it is and how it works so you can decide if you want to implement this strategy in your business.