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, bids, and trying to optimize everything themselves—but this often results in the common mistake of forgetting one of the most important elements of any PPC campaign: the website your potential customers are actually clicking through to see!
- A PPC management firm will also help you optimize your “landing page” (the page that a visitor from a PPC click sees first). This is especially important because even if you’re getting clicks from relevant keywords at a great bid price, if nobody wants to stick around on your web page then there’s not much point to it. A PPC management firm will make helpful suggestions and may help you modify your landing page to further maximize your ROI.
- The final but perhaps most beneficial reason a small business should hire a PPC management firm is that the firm can help you operate multiple campaigns across multiple platforms. Google isn’t the only game in town—Microsoft’s Bing and Yahoo! also offer PPC marketing platforms, as do countless other sites like Facebook, Twitter, and LinkedIn. It would be a full time job to manage all of these campaigns on your own, but with the assistance of a PPC management firm you can reach new areas of your target demographic that may have never heard of you otherwise.
We have shared the screenshot of one of our Facebook Marketing Campaign. The first screenshot was taken when client was handling the campaign at their own and they were generating 200% Returns on Ad Spend and their average cost per click was $0.78. We have seen huge improvement in “Return on Ad Spend” just after 2 months of campaign management and now client is getting 2,144% ROAS from the same campaign and average cost per click has dropped to $0.15 only. This is how can we help small business owners to grow their business. We would love to analyze your existing PPC Campaign.
Feel free to contact us for free campaign audit report.