As a business owner, you’re always looking for ways to improve your bottom line- one way to do this is to invest in PPC consulting.
PPC, or pay per click, is a form of paid advertising that allows you to bid on keywords to have your ad appear in search results. The higher your bid, the more likely your ad is to appear.
Considering that 96% of brands are spending money on Google Ads and small to medium-sized businesses, on average, spend between $9,000 and $10,000 per month, you will want to make sure your money is being spent effectively.
Without the guidance of PPC consulting services, you may not be getting the most out of your PPC campaigns.
There are many benefits that businesses can gain from PPC consulting services that can make or break your budget.
Improved campaign performance
Experienced PPC consultants will be able to identify areas of improvement within your PPC campaign and make the necessary changes to improve performance.
For example, 98% of searchers choose a business on page 1 of search results.
Are you showing up on the first page?
By optimizing your PPC campaign for conversions, you can significantly increase your ROI.
According to Google, paid advertising can provide up to 700% return on investment or $8 in revenue for every $1 of ad spend.
Lower costs per conversion
One of the goals of PPC consulting is to lower your cost per sale/lead through account and campaign optimizations.
Pay per click advertising can be an efficient but expensive form of digital marketing.
If your team or agency isn’t practicing budget-saving techniques, you could easily find your budget depleted and money spent on poor-quality leads.
PPC is a complex and ever-changing field, so it’s important to have an experienced and knowledgeable PPC consultant on your side.
Quality PPC consultants will deeply understand how PPC marketing works and how to use it to achieve your specific business goals.
They will also be up-to-date on the latest changes in the industry so that they can make sure your campaigns are always adapting and evolving.
PPC advertising helps promote brands, create new business prospects, and improve conversion.
Paid ads might appear simple but are backed by an increasingly complex bidding strategy and search engine optimization (SEO) plan, creative content writing, and site UI design.
Typical PPC Consulting can include a variety of services according to your goals:
1) Search Engine Marketing (SEM)
2) Google Ads Management
3) Bing Ads Management
4) Amazon Advertising Management
5) Reporting & Analytics
6) Campaign Optimization
7) Account Management & Support
8) Training & Consulting
9) Strategy Development
10) Creative Services
11) Landing Page Optimization
Why are PPC ads essential to your business?
What Does a PPC Consultant Do?
The main role of PPC consulting is to help businesses create, manage, and optimize their PPC campaigns.
A whopping 72% of companies haven’t looked at their ad campaigns in over a month.
This includes tasks such as conducting keyword research, creating ad copy, tracking and reporting, and making continual adjustments to improve results.
PPC consultants will also provide guidance on strategic issues such as campaign structure, budgeting, target audience, and more.
In addition to campaign management, a good PPC consultant can also offer training and education services.
This might include teaching you how to use various tools or providing advice on best practices.
A PPC consultant can help you troubleshoot problems that you’re having with your campaigns or offer guidance on how to avoid common pitfalls.
How do PPC Consultants Support Growth?
PPC management is an excellent way to help businesses identify competitive keywords that can attract customers without breaking the bank.
You can improve your ad quality and optimize your bid strategy.
Ad networks analyze various signals to identify and reward optimized advertising for lower cost-per-click and better placements.
Why Work with a PPC Consultant?
There are many benefits of working with a PPC consultant.
Perhaps the most obvious benefit is that it frees up your time so that you can focus on other aspects of your business.
Outsourcing your PPC needs to a qualified professional allows you to focus on what you do best while leaving the complex task of managing your campaigns in good hands.
Another benefit of working with PPC consultants is that you can access their expertise and knowledge.
A good PPC consultant will have years of industry experience and be up-to-date on all the latest changes.
This means PPC consultants can provide insights and recommendations you may not be aware of.
Confused by numbers? Or your metrics?
PPC Consultants can help translate all the noise into plain-English explanations and insights.
Implement, Monitor, Optimize, and Report PPC Campaigns
After defining a PPC strategy and receiving approval from the client, PPC Consultants proceed with implementing the strategy or teaching others.
PPC consultants track the performance of the marketing campaigns as they progress and adjust the campaigns accordingly.
In addition, PPC consultants can provide client reports concerning a client’s advertising campaign.
Communicate with Team Members
Many PPC experts work independently but often work together with other marketing experts at agencies or in-house.
In this situation, communication and collaboration are crucial for PPC consultants.
Develop PPC Strategy
To meet their business goals, PPC specialists employ paid advertising knowledge to develop and implement PPC strategies based on their client’s needs.
PPC strategies cover platform/distributed network strategy, keyword selection, account structure, budget pacing, and more.
Identify and implement CRO opportunities
Conversion rate optimization (CRO) is the process of testing the different variations on a landing page.
A good PPC consultant understands that CRO activities are valuable for maximizing conversions in every advertising campaign they develop.
Tailor your strategy with data-driven insights
Personalized reports are crucial to every PPC strategy.
You’re not going to be better unless your situation is clear.
Dedicated PPC strategists monitor the importance of key performance indicators such as click-through rate (CTR) or click-through rate.
Visualization of PPC campaigns helps optimize marketing effectiveness.
PPC consultants understand audience engagement
PPC specialists know the best way to reach potential buyers during their purchase process.
Using intent-based keywords, bidding strategies, and SEO strategies, consultants assist brands in driving results.
Measuring the ROI of PPC Consulting Services
PPC can help deliver a great return on investment with targeted campaigns to customers who are actively searching for your products and services.
Depending on the industry, this can translate into sales, subscriptions, and clients for your business.
How can a PPC consultant help grow your business?
SEO can take months or even years to deliver results.
89% of the traffic generated by search ads is not replaced by organic clicks from SEO when PPC ads are paused.
With PPC advertising, businesses can present their offer and capture leads instantaneously.
Additionally, the impact of PPC can be more clear than other upper-funnel digital advertising campaigns or offline marketing efforts.
4-point checklist for finding the right PPC consultant
This is a quick checklist to simplify your search engine optimization strategy for a PPC campaign.
Diverse client portfolio
You can find just about every industry invested in PPC marketing campaigns. A PPC consultant will usually have diverse experience across industries.
Experience in driving results
PPC consultants will have experience driving results for their clients.
Typically, actual client accounts and metrics are confidential.
However, you can discern a consultant’s experience level by asking them what they have done for other accounts.
A good PPC consultant will share something like this:
- Reduced average CPC by 30% over MoM by implementing bid adjustments and adding negative keywords
- Increased lead volume by 15% QoQ by adding relevant keywords following product research and SQR analysis
Knowledge About PPC Best Practices and Tools
PPC can become quite complex, and you should seek PPC consulting services to understand current practices.
Accessing a proper PPC tool is equally vital to success. It is essential for campaigns to improve efficiency and conversion rates.
Get an overview of the software used by the consultants, which can include Google Sheets, Google Analytics, Keyword planner, and more.
How do I become a PPC consultant?
If you want to become a PPC consultant and haven’t yet learned the fundamentals of PPC, you can start by getting a free Google Ads certification and gaining hands-on experience.
You will learn about digital marketing, PPC marketing, campaign setup, target audience selection, conversion rates, display ads, search networks, and more.
If you already have experience setting up and optimizing accounts, you can start promoting your marketing services with a personal website. Then, you can find clients through paid advertising, freelance platforms, inbound marketing, and networking.
How do I start working with a PPC consultant?
You can find a PPC consultant through an online Google search, Linkedin, freelance websites, and personal connections.
Once you find a few candidates, you can discuss their digital marketing experience, advertising results, pay per click strategy, and marketing proposal.
How much does PPC consulting cost?
The cost of a PPC consultant will entirely depend on the scope of work.
Remember that a good PPC consultant could save you hundreds, if not thousands of dollars in wasted time and ad spend.
Factors that can impact PPC consulting cost
- Size of the account: 3 campaigns or 300 campaigns?
- Strategy vs account implementation: do you want someone to advise or run your account?
- Bidding strategy: do you want manual bid adjustments or automatic bidding?
- Reporting cadence: once a week or once a quarter?
- New vs running account: do you need paid search campaigns built from scratch or optimize your existing assets?
- Search engine: do you want to run ads on Google? Or Google, Bing, Youtube, Facebook, etc.?
- Conversion tracking: do you have this setup, or do you need to add pixel tracking to your website?
- Strategy calls: how often do you want to meet with your PPC consultant?
- Landing pages: do you need a custom landing page for your ads?
What metrics do PPC consultants track?
A PPC consultant can help track and measure whichever KPIs have been established for your business.
Common PPC KPIs and Metrics
- CTR- click-through rate
- CPC- cost per click
- QS- quality score
- CPL- cost per lead
- ROAS- return on ad spend
- IS- impression share (and more specific IS metrics)
- Impressions (reach)
- CVR- conversion rate
- CPA- cost per action or cost per acquisition
- Lead volume
PPC consultants can save you time, money, and headaches in the long run.
If you are actively searching for a PPC consultant, remember to vet their experience, measure their results, and assess their knowledge of PPC tools.
Also, consider the size of your account and what you want to achieve with PPC when determining the scope of work and budget for a PPC consultant.
PPC is an essential part of any digital marketing strategy. Working with a PPC consultant lets you focus on your core business while leaving the PPC management to experts.
Still have more questions about PPC consulting? Add your comment below!