Pay per click (PPC) advertising is one of the most underutilized marketing channels for small businesses everywhere. It can provide business owners in nearly all industries the opportunity to be discovered by their target audience, to generate sales or leads, and to promote their online presence. So why hasn’t everyone jumped on the bandwagon?
Because managing a PPC campaign is hard.
This is especially true if you’ve never done it before and you don’t have a rather extensive knowledge of computing and marketing. The purpose of any advertising campaign—whether that’s on a PPC platform or some other medium—is to generate a positive return on investment (ROI). This means that the goal is to be bringing in more money from new customers than the amount you’re spending on advertising. This can be a challenge in any marketing channel, but PPC can be especially unforgiving to the uninitiated.
There are countless small businesses who have dabbled in PPC, only to find that they couldn’t manage to generate a positive ROI, perhaps even after repeated attempts. There are many possible reasons for this, but the primary one is likely due to simple lack of experience. A PPC management agency is staffed by professionals who know the ins and outs of digital marketing, PPC platforms, and campaign management—it’s probable that these aren’t things that most small business owners have spent years studying.
As long as you work with a reputable PPC management firm, their job will be to ensure that your campaign is profitable—therefore “canceling out” the cost to hire the management firm and the cost of the advertising campaign. This is one of the many benefits of working with a PPC management agency like Conversion Perk.
- One of the biggest problems small business owners run into when they try to go it alone on their first (or second, or third…) attempt at PPC is campaign optimization. This is a relatively complex task which requires a lot of time and attention, not to mention skill. When you’re running a PPC campaign which hasn’t been optimized, it means that you’re paying for clicks that don’t convert—and likely never will. A PPC management firm knows which keywords to target for your industry, which keywords to cut, and how to get the lowest bid (price) possible on each click.
- A lot of small business owners also get bogged down by constantly worrying about clicks, bi