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COVID-19: Ad credits for Google Ads Small and Medium-sized Businesses

COVID-19: Ad credits for Google Ads Small and Medium-sized Businesses

Google Ads recently announced that they are launching a new program to try to help small and medium size businesses that advertise on Google Ads.  Below is a copy of their announcement and you can also read more about this here:

 

“We want to help alleviate some of the cost for small and medium-sized businesses (SMBs) to stay in touch with their customers during this challenging time. That’s why we’re giving our SMBs worldwide $340 million in ad credits, which can be used at any point until the end of 2020 across our Google Ads platforms. SMBs who have been active advertisers since the beginning of 2019 will see a credit notification appear in their Google Ads account in the coming months. This is part of a larger commitment from Google to support SMBs, health organizations and governments, and health workers on the frontline of this global pandemic.

This page provides additional information and will be periodically updated. As an additional resource to help you manage your business through uncertainty please visit the Google for Small Business site.”

5 Tips to Improve PPC Advertising Performance

5 Tips to Improve PPC Advertising Performance  1) Start with The Destination: Your website or landing page (s) are critical to your Google Ads / PPC advertising results. Focus on this first before running paid ads, as the initial impression the searcher has of your...

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5 Reasons Why You Need a Management Company to Handle Your PPC Campaign

5 Reasons Why You Need a Management Company to Handle Your PPC Campaign

Pay-per-click (PPC) website visitors are 50% more likely to make a purchase than organic visitors. If you’re not using PPC advertising to boost your business, you’re likely missing out on a big chunk of customers.

Planning, creating, and maintaining your PPC campaign can take a lot of time and energy. If it’s your first time, you’re bound to make a few mistakes. Unfortunately, those mistakes can become costly.

You don’t have to go for it alone! Instead, consider hiring an experienced PPC management company to handle your campaigns.

On the fence about outsourcing? Here are five reasons you should hire PPC experts to help!

1. Maximize Your Time

First off, you’re already busy running your business. Trying to learn the intricacies of PPC advertising takes time and effort. If you don’t take the time to learn the platform, you could end up wasting money.

Different platforms work differently, too. Do you know which platforms are best for reaching your target audience? If not, you might end up gaining experience by trail and error.

Learning that way will cause you to waste your advertising budget. At the same time, you’ll likely miss out on opportunities to reach your target audience. 

Trends change all the time, too. In fact, Google changes its algorithm for search engine optimization (SEO) throughout the year. If you’re already busy trying to learn SEO marketing, learning PPC on top of that could drain your free time. 

Don’t waste your valuable time and energy trying to learn PPC advertising.

Instead, consider hiring a PPC management company to handle your PPC campaign.

They already know and understand the complicated platform. They can complete everything for you, including:

  • Keyword research
  • Target audience research
  • Determining targeting criteria 
  • Organizing keywords into ad groups
  • Writing your ads
  • Creating your campaigns
  • Developing landing pages
  • A/B testing
  • Analyzing and optimizing

It’s not enough to create your campaigns. You also need to continue checking on them as they run. Otherwise, you’ll fall to optimize your campaigns so they perform at their best.

Learning how to read and understand this data might seem confusing. An experienced PPC management company will know what they’re looking at. They can save you valuable time you could otherwise spend focusing on your business. 

2. Leverage Their Expertise

The best way to learn how to run your PPC campaign is to learn from experience. With multiple campaigns over years of advertising, you can develop the expertise needed to run more effective campaigns.

Chances are you don’t want to wait years for your campaigns to generate results.

Instead of developing that experience and expertise yourself, you can outsource the work to a PPC agency. They already have the expertise you need. As a result, they’re able to get your campaigns running from the get-go.

Campaigns need ongoing attention, too. Once the PPC management company creates and activates your campaigns, they’ll keep track of the performance. Their experience has taught them what to look for in a well-run campaign. 

Have an experienced PPC expert manages your ads. Then, you can ask them any questions you have about your campaigns.

Which keywords are generating the best results? How did they determine your target audience? Does your website need updating to improve your ad performance?

An experienced PPC management agency will consider these factors before they run your PPC campaign. By planning ahead of time, they’ll save you money in the long-run.

The stronger the start, the more likely you’ll reach the top of a search page. The higher your ads rank, the more clicks and website visitors you’ll attract. More visitors means the opportunity for more leads, conversions, and sales. 

Their experience can help you start generating results as soon as possible. With an experienced agency’s help, you can grow your business with ease. 

3. Make Changes Quick and Easy

If your PPC campaign is attracting clicks but no conversions, you’re losing money. You’ll need to make changes quickly. The longer you wait, the more money you’ll lose.

The day-to-day operations of your business will probably need your attention first. Unfortunately, delaying changes to your campaigns can get costly.

Allowing a PPC agency to manage your campaigns means making changes is quick and easy.

They’ll recognize issues with your campaigns and already know the best possible solutions. Remember, they’ve dealt with PPC campaigns before. They can use their own experience to make changes quickly.

The faster they make those changes, the better for your campaigns and ROI. 

4. Access to Expert Tools

It’s important to start your PPC campaign with a plan and the right tools. Otherwise, your campaigns could fail.

You’ll need to research target keywords, your audience, negative keywords, and ad copy. That’so only the start. Thankfully, having the right tools can make the process faster and more effective.

Spending money on tools you’ll only use once or twice is a waste of money. By letting a PPC agency handle your campaigns, you don’t have to buy those tools yourself. Instead, it’s a part of the service!

These tools will make it easier for the agency to plan effective campaigns. They’ll learn all about your customers and competitors to create a strong campaign plan. Then, they’ll continue using their tools to make sure your campaigns run strong.

Getting that head start can help you save time and money.

Otherwise, you’ll end up making costly mistakes trying to manage your campaign alone.

5. Smarter Spending

According to Google, businesses make an average of $2 in revenue for every $1 they spend on Google PPC advertising. You can make even more money from your campaigns if you develop a strong, thorough strategy.

Otherwise, you might as well throw your money away.

An experienced PPC agency will recognize the best keywords to target. They’ll create a plan that focuses on your brand to grab the consumer’s attention. Every decision they make will ensure you’re using your advertising budget effectively.

They’ll also know which tactics to use to strengthen your campaigns. 

For example, they can use keyword insertion to maximize clicks. They might also use single keyword ad groups to improve your quality score.

These tactics can improve your entire advertising strategy to maximize your ROI!

Expert PPC Management: 5 Reasons Why You Need to Outsource Your PPC Campaign

By hiring an expert management company, you can start your PPC campaign on the best possible start! Their help will maximize your ROI, allowing you to build your business one ad at a time.

Ready to start generating more customers with your campaigns? Schedule a free consultation with our team today!

How to Create the Right Google Ads Bidding Strategy: An In-Depth Guide

How to Create the Right Google Ads Bidding Strategy: An In-Depth Guide

According to a recent Google report, businesses earn $8 for every $1 they spend on Google Ads. The good news is that just about every business, whether small or large, can find value in the Google Ads network.

Of course, even an ideal business can have trouble getting started on Google Ads. Many marketers expect immediate results and throw in the towel before they can optimize their bidding strategy. But if you stick with Google Ads in the long run, you can enjoy some of the best marketing ROI available.

Need help getting started with your Google Ads bidding strategy? Here’s an in-depth look into finding success on the platform.

1. Determine Your Cost-Per-Action

What is an action? It’s a task you want your potential customers to undertake. It could mean signing up for the newsletter, buying your product, or visiting your website.

Your PPC advertisement will no doubt ask customers to make one of these conversion actions. Before you search for keywords or prices, it’s important that you get a handle on a targeted CPA. After all, if it costs more than you gain through conversions, your PPC campaign isn’t worth the cost.

Let’s figure out the most you are willing to spend per action. If your PPC advertisement asks visitors to purchase a pair of $60 shoes, then your conversion is worth the profit margin for that product. We will say you make $12 for every purchase of $60 shoes.

To profit or break even, your CPA cannot exceed $12. The cost per conversion depends on the success of your PPC campaign. This means you will have to set initial bids before you can optimize your CPA.

2. Start With Manual Bidding

If your business is new to the Google Ads network, you may be tempted to take advantage of automated bidding. This option allows you to target preset bid strategies that can help you reach your conversion goals. The problem is it’s easy to throw off the bidding algorithm, which can reduce the potency of your entire campaign.

For one, Google Ads requires a high volume of conversions before you can use automated bidding. If you are on the lower end of the conversion scale, the algorithm will have a limited data set to inform its decisions. Smaller businesses may not have the budget flexibility necessary to maintain an automated bidding campaign, as sudden alterations can lead to exorbitant ad spend expenses.

Manual bidding is the best bet for any new business getting started with PPC advertising. Even if you aren’t experienced with Google Ads, it’s easy to set an initial keyword bid.

First, turn to the Google Ads Keyword Planner. This tool can help you find new keywords, but its true value comes from displaying suggested bids. CPCs fluctuate due to factors such as location, competition, and industry, so this data can give you a firm foundation relevant to your business.

Once you’ve trimmed your list of potential keywords based on efficacy and price, analyze their individual metrics. For example, you can see exactly how much it will cost to land on the first page of the SERPs. Betting the bare minimum will result in your ad landing at the bottom of the page, so increase the payout to claim a spot somewhere in the middle.

These initial bids will serve as the beginning of your Google AdWords bidding strategy. PPC tools can help you get started.

3. Make the Jump to Automated Bidding Strategies

Automated bidding will become more accurate as your conversion volume increases. At a certain point, you can consider switching existing campaigns to automated bidding or testing automated bidding with new keywords and campaigns.

There are 12 ways to bid on Google Ads. What do they all mean? We’ll cover the most common.

CPA Bidding Strategy

Most businesses will use the CPA strategy. This maximizes conversions according to the cost-per-action that you select. The Google algorithm will use the CPA as an average, so some bids may cost more than your preset designations, but others will cost less to compensate.

Maximize Conversions Bidding Strategy

If you’re not worried about your return on investment or don’t have enough data to select a CPA strategy, consider maximizing your conversions. It’s an extremely simple technique so long as you know your daily marketing spend available to allocate.

Set your daily spend and Google Ads will maximize as many conversions as possible within the budget. It’s not the most effective bidding strategy, but it’s a no-fuss way to get started or try and find your footing.

ROAS Bidding Strategy

ROAS is an acronym that stands for “return on ad spend.” This option optimizes your conversions based on your desired return.

Remember that you stand to make $8 for every $1 you spend on Google ads. This would give you a ROAS of 800%.

Maximize Clicks Bidding Strategy

Most of these strategies are built around the idea of driving a sale, but you can run a Google Ads campaign simply to bring traffic to your site. If this is your goal, select the maximize clicks bidding strategy.

After selecting your daily ad spend, Google Ads will seek to maximize the number of click-throughs you receive through your ads.

Impression Share Bidding Strategy

Larger companies may seek to build a brand presence. If so, Google Ads now has a new type of bidding strategy known as impression share bidding.

Your advertisements will appear up to 100% of the time on related search engine results pages. Costs can skyrocket out of control, so reserve this strategy for inexpensive keywords.

Need Help Selecting a Bidding Strategy?

Trial and error are essential to finding success on the Google Ads network. While one bidding strategy may work for a competitor, that doesn’t mean it’ll work for you. Test a variety of different strategies and keywords until you discover the results you’re looking for.

Many businesses find value in outsourcing Google Ads management. If you are struggling to find success or do not have the time to run a PPC campaign, turn to the professionals. Reach your goals with the help of an experienced Google Ads agency.

7 Top PPC Tools to Improve Your Ad Results

7 Top PPC Tools to Improve Your Ad Results

PPC offers immediate benefits to your business

You can boost online traffic and get leads faster with PPC campaigns. 

In order to succeed in your PPC strategy, you have to use PPC tools. You have to use the best PPC tools that will optimize your strategy and bring in more profit. 

You have to find PPC tools that can create and breakdown your campaigns. You want tools that can monitor your data over periods of time.

Based on your budget, you want the tools that don’t limit your campaigns. On the contrary, you want tools that will give your campaigns more freedom. 

Here is a guide on of the best pay per click tools for your campaign. 

1. WordStream PPC Advisor

WordStream PPC Advisor offers small businesses an affordable way to make the most of their PPC campaigns. Businesses don’t have to worry about hiring experts. 

Another benefit of WordStream PPC Advisor is that you can use the 20 minute work week tool to analyze your campaigns and see how you can make improvements. 

You can also create campaigns and make adjustments based on positive or negative keywords. 

WordStream PPC Advisor is priced at $264/month for 12 months or $299/month for a 3-month plan. They also offer businesses an affordable plan to make the most of their PPC campaigns. 

You can find more information on the diverse PPC services we offer to businesses. 

2. Google Ad Editor

Google Ad Editor makes creating ads simple. You can import files from a dashboard and get insight into advanced reporting. 

You can also create and assign a bidding strategy to campaigns for maximum effectiveness. 

Different from WordStream PPC Advisor, Google Ad Editor doesn’t give you automation choices. You have to be savvier with your controls. Manual monitoring and changes are required more of you. 

3. Adespresso

Adespresso is perfect for Google, Facebook, and Instagram ads. 

You can create ads and manage them on these platforms. You also get in-depth reporting based on a date range or demographics. 

What makes Adespresso different from other PPC tools is that you can create a campaign in minutes instead of hours. You can enjoy this luxury and create multiple campaigns in less time. 

Adespresso is the one-stop PPC tool to control all your campaigns. It’s why it’s so effective for businesses with multiple campaigns. 

4. SEMrush

If you are just starting PPC campaigns, SEMrush is the perfect place to start. You will find a simple keyword search as something useful when you create a campaign. 

As you get more used to SEMrush, you can use the site to find more tools to grow your website. 

The reporting mechanism is one of the best features of SEMrush. It gives you insight on keywords to complete analysis on the websites you are competing with. You can see how your competitor’s websites are performing.

5. Opteo

Opteo is an advanced diagnostic tool. You’ll also find that Opteo can measure your performance. 

Opteo also offers advanced metrics that other tools don’t use. For instance, you can find how a single keyword is performing in your campaign or you can see how an entire campaign is performing.

You can see how Adword campaigns are performing and make adjustments. You can also create timelines to see how your campaigns perform over specific periods.  

6. Spyfu

Spyfu is just as the name implies, a spy tool that provides insight on competitor websites. It provides the most profitable keywords that you should be using. 

You can search for a domain name and see everything about it. For instance, put in a domain name at Spyfu and you can see where it shows up on Google. The information it shows is from the last 13 years.

Another benefit of Spyfu is that its tracking tools are relevant. In other words, they find measurable metrics that Google finds valuable. 

7. Bing Ads Editor

Bing Ads Editor is similar to other PPC tools. It gives you the option to research keywords, figure out how much to spend on bids, and track your performance. 

Bing Ads Editor may not offer automation tools, but it does give you the opportunity to have more control over campaigns. 

Bonus Tools:

Here are some additional tools beyond 7 that can also help you with your PPC campaigns. 

These tools are additional resources that can help you figure out what is best for your business and the campaigns you are running. 

Acquisio Tour

This WordStream tool is helpful because it gives you a percentage score based on keyword optimization and other factors. 

Acquisio Tour also gives you insight into how campaigns perform every month. 

Optmyzr

Optmyzr offers a lot of automated features and advanced tools for managing multiple campaigns. You can manage multiple campaigns on different platforms. 

You are able to create campaigns that pull information from spreadsheets or integrated platforms. 

You are also able to automate scripts and reports. If you decide to purchase a membership, Optmyzer gives you biannual product training sessions. 

Adalysis

Finally, Adalysis is a tool that gives you raw metrics beyond typical information.

Adalysis is especially helpful when it comes to A/B testing. It gives you information on how much you’re spending when it comes to click-through rates and other metrics. 

You can also set up an alert system to see how your campaigns are performing as they are happening.   

Why Do PPC Tools Matter? 

PPC tools are invaluable because they can make creating a campaign easier. They make analyzing your campaign easier. They help you understand what you need to do to create a profitable campaign. 

While you may be unsure of what tools to use, you can always do free trial runs on some of these programs. You can figure out what will work best for your business. 

For more information on PPC campaigns and strategies, you can visit our blog and read about how to find affordable PPC services.  

How to Find Affordable PPC Services for All Your Marketing Needs

How to Find Affordable PPC Services for All Your Marketing Needs

In today’s corporate world, companies are constantly looking and striving for new ways to get ahead of their competition. 

One such way to get ahead (or stay on track with your industry’s leaders) is through pay per click campaigns. They’re vitally important to your marketing plan’s success.

If you’re not entirely sure how to carry that out, but recognize its importance, then have no fear! PPC services exist for that very reason.

However, with little knowledge of the PPC world, it can be hard to know which affordable PPC services to team up with.

Here are the qualities that you should look for in a PPC service for your brand.

The Qualities to Look for in a PPC Service

For those of you out there reading this that aren’t entirely familiar with PPC and how it works, you may feel strapped.

You realize how vital it is to invest in a PPC service, but aren’t sure how to separate a high-quality PPC from a bad one.

Here are several things to keep an eye out for. If the PPC service you’re looking at meets these guidelines, then they can be trusted!

1. Google AdWords Certification

The whole idea of a PPC campaign surrounds Google AdWords. IF the PPC service truly knows how to run your campaigns, they’ll be Google Adwords certified.

What does that mean? It means they’ve passed the Google AdWords program. This is a test of several hundred questions that cover topics such as PPC strategies, advertising displays, etc.

If the PPC service you’re looking at requires all of their workers to be Google AdWords certified, it means they’re dedicated to being as knowledgeable as possible.

2. Honest and Upfront

Just because you’re putting your PPC initiatives and campaigns in the PPC agency’s hands doesn’t mean you don’t deserve to know the “why” behind their methods.

The service that runs your PPC campaigns should always keep you in the loop of what they’re doing. 

The best way to do that is to find a service that will give you control of your account with them. They’ll show you the results of certain campaigns and list out ideas for how to improve the numbers.

3. Success Stories

Every PPC worth a you-know-what has a proven track record of success stories with previous (and current) clients.

More importantly, they need to be able to describe to you how a success they’ve had with a previous client can be implemented into your PPC ventures.

Don’t worry too much about digging for this. If they have stories of success then they’ll be happy to share them. If not, they can’t be trusted.

Current Pay-Per-Click Trends for 2020

Now that you know a few qualities to look out for in the PPC service you join forces with, it’s time to look at some current PPC trends online.

Here are a few trends that your future PPC agency can help you create killer pay-per-click campaigns around!

1. Amazon Ads

When someone says or types “pay-per-click”, 99.9-percent of people will immediately think of either Google Ads or Facebook. 

While both of those outlets have a huge reputation for success, and you’ll definitely want to focus on them, you always want ways to think outside the box. 

The highest advertising platform, behind the two that were previously mentioned, is the shopping behemoth: Amazon.

Make sure you find a PPC company that’s ready and willing to push PPC campaigns in front of the ready-to-purchase Amazon online shoppers. Your conversion rates may skyrocket as a result!

2. Conversion Rate Optimization

The PPC world is often too focused on generating new leads and getting them to the point of purchase.

Truth is… if you have customers that you’ve acquired via the PPC campaigns, shouldn’t you do your utmost to retain them? Absolutely you should, that’s why conversion rate optimization (CRO) is a must!

Make sure the PPC company that you’re using understands how important that is for your company. Let it be known from the very start that you want to prioritize CRO.

While all of your competitors are solely working on bringing as many people to their site, your company is scaling that back just a tad to focus on repeated business. If you treat them like royalty, they’ll purchase your products again and again.

3. Artificial Intelligence

The machines, devices, and software that you use are getting smarter and smarter every day. Why not use that to your PPC campaign’s advantage?

Machine learning will help you see all of the outlets that will generate the most traffic to your ads.

Not to mention that AI can use your previous campaigns as an indicator of how successfully your current campaigns will convert. All in all, this will lead to a more streamlined PPC process for your company. 

Find a PPC agency that’s using artificial intelligence (at least to some degree) in its pay-per-click initiatives. Integrate it into your marketing tactics before your competitors do.

Find Affordable PPC Services That fit Your Needs

Your hunt for finding affordable PPC services has officially ended today! Now that you’ve seen the benefits of using a pay-per-click agency, it’s time to find the one that fits your company best.

Be sure to read this article on how to create a PPC plan for your company. There you’ll find helpful steps to getting things started.

For more inquiries, feel free to schedule a free consultation on our contact page and we’ll be happy to discuss with you further!

8 Steps to Creating a PPC Plan That Works for You

8 Steps to Creating a PPC Plan That Works for You

When compared with organic advertising, traffic brought through pay-per-click (PPC) advertising brings in 50% more conversions. Also, brand awareness is increased by up to 80% when you use paid Google ads.

Have we convinced you about the effectiveness of PPC advertising? Want to learn more about it?

Then here are 8 steps to create a PPC plan that works for you.

1. Define Your Goals

Before you set out to do anything, you need to first know exactly what you want to achieve.

For example, is the point of your PPC campaign to increase brand awareness? Or is it getting more localized traffic? Or perhaps you want to drive more sales?

Your end goal will set the tone for how the rest of your PPC advertising plan will go.

2. Set a Budget

The next thing you’ll need to do for your PPC plan is to set a budget. One of the main strengths of PPC advertising is you won’t ever go outside of the budget you set.

For instance, let’s say you have a budget of $1,000 per month. When the campaign reaches the number of clicks that cost you $1,000, it’ll automatically turn off.

Because of this, you won’t have to worry about going over your marketing spend. You’ll be able to set clearer targets and better calculate ROIs.

You can then adjust this budget as your business grows.

3. Determine Which Devices You Want to Target

As with all other marketing campaigns, you need to determine how you want to target your audience. In this case, you’ll want to think about the devices people use.

Your main choices include desktop computers, tablets, and mobile phones. You can choose to target one, two, or all. Usually, you can work with a professional to determine which ones are best for your purposes.

4. Use Location Targeting If Needed

You can further refine your PPC plan by using geo-targeting. For some businesses, casting a wide net for marketing is effective. But for others, it may be a waste of marketing spend.

For example, if you’re a local barber, a marketing campaign that reaches the entire country would be pretty excessive for your budget. But if you utilize geo-targeting, you can serve your PPC ads to just local areas.

By using geo-targeting, you’ll not only reduce your marketing spend, but you’ll also get a better return for your money.

5. Do Keyword Research

If your company’s done any sort of search engine optimization (SEO) already, then you’ll know that keywords are extremely important when it comes to your search engine ranking.

If you don’t know what it is, then, in a nutshell, SEO is sprinkling your website copy with terms that your target audience searches often.

With PPC ads, finding these keywords is important too. You can center your ads around these often-searched keywords so when a potential customer inputs it in Google, your ad will pop up first.

To do keyword research, there are plenty of free online tools that enable you to see what some high volume keywords are in your industry.

Do note that since you have to pay for these ads, the higher ranking a keyword is, the more you usually have to pay for it.

6. Turn on Your Ads

Once you’ve got all your research out of the way, it’s time to turn on your ads.

Most companies purchase PPC ads on Google, considering it’s the most widely used search engine in the world. It’s pretty simple to use; just input key information, like what you want to achieve, where you want to advertise (global vs local), and what message you want to convey.

Set your budget limit, and then you can pretty much push your PPC ads to be live.

7. Track Your Results

The most important thing about any marketing campaign is tracking the results. By using analytics tools, you can tell how well your PPC ads are doing.

If you see that your ads aren’t doing as well as they should, you always have the freedom to alter your ads. Considering the results are instantaneous, it’s always worth keeping an eye on your PPC ad performance. That way, you can tweak as needed.

8. Keep Testing

Complacency is your biggest enemy. Even if an ad campaign seems to be doing well, it can always do better!

Considering you only get charged per click, there’s no harm in trying out different ad copy to see if one keyword or text does better than the other. By constantly testing different variations of your ads, you can find out which don’t perform as well and trash them.

Think of it as a battle of ads. When you can keep testing, this means you’ll be all the closer to the optimal ad that’ll give you the best results possible.

Create a PPC Plan That Works for Your Company

After reading this article, you should know how to create a PPC plan that’s best for your business.

However, the best way to go about this isn’t by doing it alone. Instead, you should utilize the services of a professional PPC agency.

Together, you can formulate a plan based on what you’ve come up from the list. The experts can then put together a campaign that’s tailored to your needs in the best ways possible.

Not only that, but they can constantly track your campaign to ensure it’s doing well. If not, they can identify problem areas and it as well. Your marketing dollars are in good hands when you have a professional PPC agency help you with your ads.

Need help from PPC professionals? Then get in touch with us today. We’ll give you a free consultation!

What Is the Difference Between PPC vs. CPC? Everything You Need to Know

What Is the Difference Between PPC vs. CPC? Everything You Need to Know

The first page of Google captures 71% of search traffic clicks.

This statistic shows the value of AdWords and how specific metrics influence traffic and marketing.   

As a business, this is a relatively cheap investment. 

But if you don’t know much about pay-per-click (PPC) or AdWords, it can be difficult to assess the difference between PPC or cost-per-click (CPC). What is the difference, and does either one matter more in your business? 

The question ultimately comes down to PPC vs. CPC.

What metric will you trust more when it comes to assessing your success? How do you know if you need to make a marketing change? What metric helps you identify weak points in your marketing strategy and in your business? 

Having an understanding of each metric can help you figure out the value and how to properly assess what your marketing plan should be moving forward. It can help you identify your core audience and if you should retarget your core demographic. 

Here’s everything you need to know about PPC and CPC for businesses large and small, plus why each is incredibly important to understand. 

What Is PPC, and Why Should I Care About It? 

PPC is a form of search engine marketing.

In essence, you are paying Google or Facebook to display your ads on their search engine. You are paying whenever someone clicks on an ad. 

If you have a business website and a blog, having a high number of keywords can help get your website higher ranked in Google or other search engine inquiries. 

Obviously, as a business, you don’t want your ad getting ignored and scrolled past when someone searches for something relevant to your product. You can prevent this with a number of strategies. 

These strategies can help your business stay competitive against other similar businesses when your ideal customer is searching for a product that you sell. 

PPC Is About Strategizing Your Paid Search Marketing Campaigns

One of the strategies of pay-per-click is that you can create short and concise headlines when people see your ad after they have searched for something. 

This is why it’s important to have only 25 characters in your headline, 35 characters in your display URL, and 35 for your ad copy. Creating conciseness in your advertisements allows the customer to clearly understand what you are selling. 

It’s also important that you have a clear PPC goal that matches what your business is trying to accomplish. 

With PPC you can do search ads, display ads, and even remarket to your ideal customers. Ultimately, you have to decide what’s going to bring in the most clicks at the lowest cost. 

You can read more here about how to figure out your PPC ROI. 

What Is CPC, and Why Should I Care About It? 

CPC is the amount of money you are willing to spend on every click.

In other words, it gives you an idea if a marketing campaign, like PPC, is effective. 

You can see if your AdWords is performing well and what it is costing you. You can also see the quality of your AdWords and how they performing compared to your competitor’s site. 

This is also why you need to care about industry standards when it comes to the average cost per click in any industry. If you are paying more cost per click in your industry compared to others, it could mean that your campaigns are not as effective compared to your competitors. 

CPC Allows You to Assess Your Marketing Budget

Another reason why you should care about CPC is that you don’t want to be an exorbitant amount toward a particular PPC campaign if you know it’s not working.

CPC gives you insight into how much you are spending and if it is worth it. 

You want to assess your return on investment and see if you are making a profit. One tool you can use to assess if you are making a profit is by dividing your competitor ad rank by your quality score. This will give you your actual CPC score and help you figure out if you paying more than you need to. 

After you figure out your CPC, you can figure out how to improve your PPC campaigns. For instance, you can raise the quality of your ads. 

In addition, you can also refine who your audience is and who you are targeting in your advertisements. In a similar way, you can also retarget specific audiences if you think they are more inclined to click on the advertisements than they were before. 

In the end, CPC is so important because it allows you to assess your marketing budget.  

PPC vs. CPC: Why Does It Matter? 

Does it matter what PPC vs. CPC is?

Of course, it does, because you don’t want to spend an exorbitant amount on search ads if you don’t have the budget. Depending on your business’s financials, you may be better off choosing one route over another.

What it really comes down to is how well you know your audience and how much you are willing to spend on ads. If you know where your ideal customer hangs out and your advertisement is very targeted, then you can figure out if PPC with a specific search engine may be working at a specific cost (CPC). 

To find more information on PPC and CPC and which metric is better for your business, contact us

8 Business-Boosting Benefits of Hiring a PPC Management Company

8 Business-Boosting Benefits of Hiring a PPC Management Company

SEO and PPC seem to be in a never-ending way, but you cannot overlook pay-per-click advertising because the benefits are undeniable. PPC has enough potential to deliver targeted traffic and generate more sales. The question is, should you do it in-house or outsource to a PPC management company?

For a PPC campaign to succeed, you need dedication and the ability to analyze data as an ongoing strategy. You may not know this, but there is a wide array of PPC marketing strategies that go from Geo-Targeting to Ad Scheduling, Dynamic Search Ads, Remarketing, among others. This makes the whole process quite tricky and challenging, making it essential to hire a PPC management company. 

In this post, we’ll be looking at eight compelling reasons why you need to hire a dedicated PPC management company and the benefits you’ll reap from it. You’ll learn that you can avoid overspending mistakes, which means maximizing your returns from the ads. Besides, this frees up your time to do what you are best at, which is managing the business. 

1. PPC Requires Skills, Experience, and Expertise

If you attempt PPC on your own, then you’ll soon discover that it requires a great deal of knowledge, a certain set of skills, and expertise. It may take a few years to garner the kind of experience necessary to handle the enterprise really well and drive it to success. 

When you hire a PPC management company, however, you not only gain access to qualified professionals, but you get a comprehensive strategy that will utilize the latest technology. Professional experts will adjust keywords accordingly and monitor the campaign until you rank at the top. 

2. Keyword Research Is Complicated

Keyword research plays an integral part in PPC ad campaigns, and experts spend so much time on it, initially and through the process. The problem with picking the wrong keywords is that you can exhaust your budget before you get any positive results. There may be free keyword tools on the internet, but a PPC company invests in better tools that offer a competitive advantage, which you lack on your own. 

3. Tracking Is Just As Complicated

Tracking is one of the most significant aspects of a successful PPC program. You not only need to track sales, but you must track where they’re coming from as well. A well-executed analysis is supposed to show which keywords and placements bring in the most conversions. 

The process involves tagging, which makes it possible to see which campaigns are doing well. Installing tracking codes requires coding knowledge, and if you have to learn all these things, then you better outsource your campaigns to experts who already know them. 

4. The Costs Will Be Lower

The costs of hiring an in-house staff member to manage the PPC campaign far exceeds any costs you would incur outsourcing the task. Inhouse employees, come with a set salary and other employee benefits. Beyond that, you’ll need to consider the initial setup costs, investing in the right tools, and other overhead expenses.

Most of these costs are eliminated when you hire a PPC management company. You still have to pay a given amount for the expertise, but that will be just about it. They can work for you on an hourly basis, so payment doesn’t have to be a set salary. 

5. It’ll Save You Time

Time is money, and any minute wasted is a blow to your business. You need to understand that setting up a PPC campaign is not an easy task. 

Managing it to success will undoubtedly take some time because the process needs to go from keyword research to advert writing, monitoring, and updating whenever necessary. Executing all these tasks effectively and efficiently will take a substantial amount of time. 

Besides that, PPC ads need tracking to identify profitable locations, and the ad extensions are working successfully. When you hire a PPC management company, you can spend all this time doing other important things for your business and be sure that experts are handling your ad campaign. 

6. Gain Agile and Accurate Results

Given that you are on a set budget, your ad campaign simply has no room for mistakes. An inexperienced in-house team can cost you a lot of money if they keep making mistakes. 

A professional adword management team, however, has experience in dealing with multiple campaigns. They are not only reliable but agile with technological knowledge and access to all the necessary resources. It’s easier for them to handle complex campaigns within the given deadlines.

7. They Know All About Campaign Settings

Setting up a PPC is no easy feat and requires a high level of professionalism. For your business to get optimum exposure, several things must be set up. For instance, do you want to target a specific geographical location? 

Would it be feasible to target the local, national, or global market? Do you need to have different ad groups?

You must also consider whether you want to associate with a partner network and whether it would be better to filter out similar sites. It would help if you had a professional with a clear understanding of all these things for your campaign to be a success.

8. Budget Management Requires Commitment. 

It’s quite easy to surpass your budget if you make mistakes. Keyword bid amounts tend to vary, and you can spend weeks trying to manage your allocated budget. Unwanted clicks can also cause the budget to skyrocket and you need the expertise to check for click fraud and web robot activity. 

Pulling It Together With a PPC Management Company!

There are many more reasons why hiring a PPC management company beats doing it in-house. They have a deeper understanding of clock fraud, keep up with the latest trends and changes, and work full time to ensure your goals are met. 

What better reason do you need? If you want your PPC campaign to rake in significant returns, give us a call. We’re a professional PPC management firm that will help your business soar to new heights. 

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