Should you manage your own PPC (Pay Per Click) Campaign?
Your guide to PPC marketing and tips for getting the most out of what you spend.
Many business owners turn to Google and Facebook advertising tools to drive traffic to their website. It is exceptionally easy to set up a PPC campaign, but it is harder to get real results from it.
What is PPC?
PPC stands for Pay Per Click; a model of digital marketing whereby business and website owners pay for services like Google or Facebook to redirect traffic to their website. Essentially it is a way of buying traffic to your website.
Search engines are exceptionally competitive and getting your website to the top of a Google search takes hard work through SEO (Search Engine Optimisation) to achieve. Organic SEO traffic can take a long time to establish, so many website owners supplement this traffic with a paid source of web exposure.
When you put a search in to Google the first 3 results that come up are almost always paid advertising. These PPC searches will appear with an “AD” icon next to them.
Ironically the search “pay per click advertising” has more AD results than average.
I have paid money for my advertising, why am I not at the top of the Google Search Results?
Google, above all, aim to provide people with accurate results for their searches, so just paying for your position is not enough. Google uses its own internal quality algorithm to work out if your paid ad is actually relevant to what the audience want to see.
The vision that Google is the most useful tool to find what you are looking for on the internet is what they stand by.
Their ad search results must still be seen to be relevant to what people are looking for, so if your ad does not match their criteria for the search, they will not display it.
Should I manage my own Google or Facebook PPC account?
The answer to if you should manage your own PPC account is completely up to you. What you need to ask yourself is are you going to get better results managing the account yourself than paying a managed PPC service to look after your ads for you?
Google PPC managers do more than simply create ads and set them up for you. An effective PPC campaign requires constant attention to improve and grow. By improving the quality of your ads, looking at how people are engaging with the ad, and improving the quality of content on the landing page that the ad directs visitors to not only gets you better results, it will cost you less per click to get them.
An effective PPC manager will review your PPC account on a regular basis to look for ways to improve your quality score with Google and your ad performance with Facebook.
In most industries PPC is as competitive as organic search results and making sure you have optimised your ads to receive the best results is essential.
At Squarebird it is our mentality that you should only buy conversions and customers, not traffic.
Simply flooding your website with irrelevant traffic that is not in the ‘purchasing or ordering mentality’ will not help your business grow.
You want to make sure that the traffic you are attracting with your paid advertising is relevant and interested in your products or services.
Having a manager look after your PPC account that has been through Google PPC and Facebook qualifications will give you the edge over your competition.
In most circumstances you will lose more money and spend more time for fewer results than paying a management fee to have a qualified service handle your PPC for you.
Our PPC managers have years of experience in generating quality results from PPC campaigns. They will work with you to optimise your ads, the landing pages and the target keywords the campaign focuses on.
There is no guess work with PPC; you may think you know what people are searching for on Google to find your products and services, but what you would search for may be completely different than the reality of how the market behaves.
A PPC manager will use in-depth tools to assess what keywords are getting the highest search volumes and target the right metrics to allow your advertising to be seen by the right people at the right time.
If you would like to talk to our team about our PPC services, contact us today.