The Benefits of Using an Agency to Manage Your PPC Ads

The Benefits of Using an Agency to Manage Your PPC Ads

The Benefits of Using an Agency to Manage Your PPC Ads

So, you’ve decided to make the most of PPC Ads – you know all about the channels, the benefits they can bring, and what you need to do to make them a success for your business. If you’re still not sure how to run effective Google Ads campaigns please read our step-by-step guide.

Now the main question is – who do you choose to manage your PPC account?

Experts will tell you to outsource the work – and we tend to agree (yes, we’re biased)! However, we firmly believe that employing an internal person to manage your account can be both a lengthy and costly process – time and money you could use for running ads successfully.

Don’t hire internally – there are many benefits of using an agency to manage PPC ads.

  1. Providing Industry Knowledge

To quote a cliché, PPC really is a digital marketing agency’s bread and butter especially if they’re a specialist company. They live and breathe the practice every day, and they constantly ensure that team members are kept up to date with the very latest in PPC industry knowledge. At Click ROI, some of our team members are previous employees of Google and Facebook which give us a competitive advantage and can assist you in the growth of your business.

Hiring internally means you lose out on this vital knowledge, and your PPC ads could suffer as a result.

  1. Using Best Practices

As well as industry knowledge, a good PPC team will know how to apply best practice when it comes to your PPC account. They’re knowledgeable enough to use best practices and skilled enough to know when to tweak certain elements of your strategy to best suit your company. Not every best practice will suit every company when it comes to PPC.

Simply applying best practice to a PPC campaign can make it nose-dive incredibly fast, and an agency can confidently ensure this doesn’t happen.

  1. Know the Competition

Along with industry knowledge and best practices, experts in this field are keenly aware of your competition. It’s their job to research and discover who’s doing what and how they’re doing it.

PPC is more than just bidding on what keywords your competitors are using – a dedicated team of experts will focus on your competitors’ strategy and pre-empt what they’ll do next. Keeping you ahead of your competition will directly contribute to your company growth, and ensure you’re heading in the right direction.

  1. Tools and Resources

To be successful in creating and developing PPC campaigns, you also need to consider external sources to get you there. Often when companies employ someone in-house to run PPC ads, they don’t consider the additional financial costs that come with it.

Some of these additional costs are spent on tools and resources to implement to get your PPC ads off the ground. Just one piece of additional software could cost a third of an employee’s monthly salary!

There’s little point in refusing to buy these tools to aid you, as not having them will severely limit how successful PPC ads can really be.

An agency has full access to the latest tools and resources – often they will have one piece of software to host several clients’ campaigns, so the costs of hiring an agency have these additional tools included in their fee.

  1. People Power

As well as tools and resources at your disposal, agencies hire their own team of experts to manage their client’s PPC ads. The cost of hiring one person in-house to run campaigns can be just as costly as hiring a whole suite of people to manage specific elements and aid best practice.

You want to take advantage of what a full PPC team has to offer to truly appreciate how successful they can make your PPC strategy – success isn’t made by skimping on people to do the job right.

  1. Widen the Net

An agency can also widen the net in terms of resources – as well as tools and people, they can split specific skills and specialisms between their team. So rather than hiring one person to do four jobs, why not hire four people instead, especially when the costs of doing so by using an agency is far less?

  1. Reduced Risks

The real benefit of having a larger team of experts at your disposal is that the risks of hiring an agency are far less than hiring in-house.

Imagine the time it takes to recruit someone, to train them in your business, and implement them to the point where your PPC account can really start to show quality conversions – then imagine that person leaving your business, for whatever reason – all that time wasted!

With a larger team of experts, staff turnover is one less thing for you to worry about. If your account manager leaves it can be disruptive, but you always know you have a set of skills and people who can smoothly and successfully continue to handle your account – you can still see results, nothing stalled, and nothing lost.

  1. Cost Saving

As we previously mentioned, hiring an external agency costs far less than in-house.

On paper, hiring a junior executive to manage your PPC account looks more cost-effective than hiring an agency, but let’s not forget the risks you could come across, as well as additional tools and resources you’ll need to invest in to make your PPC strategy a success.

A team of experts don’t just save you money – they make you money through their industry knowledge, best practice, and dedication to getting the job done. Conversions will be much higher and of greater quality with an agency.

  1. Agencies Have Their Own Goals

To win you quality leads, of course! Remember that no-one wants to look bad when they have a job to do, and least of all an agency who have a reputation to uphold. If an agency continually fails at what they do best, then they can run the risk of going out of business.

  1. Don’t Cut Corners – Hire the Experts

The one major benefit above all others in hiring an agency for your PPC ads comes down to skills and expertise.

Our team is comprised of the top experts in the industry. We give our clients a true competitive advantage through our Google Ads and Facebook insider knowledge – some of our team members are previous employees of Google and Facebook!

We’re dedicated to understanding the tools, tactics, and internal processes to generate the best possible results for your business – get started today through our free health check from our experts.

 

What we do

Click ROI is a Southampton based boutique digital marketing agency specialising in Paid Search and Facebook advertising. Our experienced team with former Facebook and Google employees provide fully managed Pay Per Click services including research, strategy and account creation, landing page development, management and reporting with a focus on your specific business goals and KPIs. Get in touch today, gain an unfair advantage in digital marketing and leverage our experience to maximise your ROI from paid advertising.

Google Ads: A Step-by-Step Guide to Your Online Success

Google Ads: A Step-by-Step Guide to Your Online Success

Google Ads: A Step-by-Step Guide to Your Online Success

Google Ads (formally AdWords) is an extremely useful channel to drive qualified prospects to your site and increase your sales however not just anyone can start using it. To use the world’s biggest Pay-Per-Click platform successfully, there are several important aspects you need to consider. Discover all you need to know about Google Ads in this step-by-step guide to your online success.

  1. Set Your Goals

This is the first and probably most important aspect of using Google Ads for online success – setting your goals.

Success is different for everyone – and until you determine what your goals are, you can fail very quickly! Do you want to use Google Ads to build brand awareness or to drive sales?

Find out what success is for you and creating a solid account structure will come much more easily.

  1. Build Your Audience

Building your audience list is critical for refining your campaigns. Knowing who your current customers are and how they search for and buy products and services will help determine the best kind of campaigns for your brand.

Find out how your customers shop, what makes them visit your website, and on what type of device – this discovery phase is essential to build on your online success and turn prospects into buyers.

  1. Conduct Keyword Research

Just as important as any other stage, some companies overlook how vital keyword search can be. What you think is a good keyword that accurately describes who you are and what you do might actually not be what your prospects are searching for at all!

Make sure to mix up your keywords, using broad, phrase, and exact matches to see which search terms perform best for your industry. Certain phrases might also provide new ways for you to do business, such as offering additional products and services.

  1. Set Your Budget and Bid Smart

Set a realistic budget and leave a little flexibility for performing tests or branching out into other areas of Google Ads, such as display.

Ensure your keyword quality score is the best it can be so you’re not bidding on keywords on landing pages and ads that won’t convert.

Find out what your competitors are bidding on, but keep in mind your budget – running out mid-month is pointless when you’re trying to track conversions. Set a budget that’s sustainable for you, and bid accordingly.

  1. Structure your account

It’s good to add several different campaigns when starting out, but this is to refine what works for your organisation – your ultimate goal is to strategise on what is and isn’t working, and you can only start to do this if you set a clear, concise structure to being with.

Create at least three ads within each campaign, and no more than 20 keywords per ad group. Don’t forget to test your ads from a user perspective – simply adding relevant keywords on your landing page won’t do. You want prospects to find your page relevant, easy to navigate, and easy to move on to the next step – such as filling out a form.

  1. Refine Your Ad Copy

This can’t simply just be filled with keywords – your ad copy needs to be concise, creative, and compelling – put yourself in your prospects’ shoes and think about what would make you click on an ad in Google.

Be specific in your ad copy – so the user knows exactly why they are clicking and what they will get in return. Try to keep your tone of voice consistent with your brand throughout – be creative but don’t turn potential customers away by presenting a different brand personality on your landing page.

  1. Create Landing Pages That Convert

Make sure your landing pages reflect your brand colours, logos, and style, so when your prospect sees your brand on social or elsewhere on the web – or if you send them a follow-up email – they will easily recognise your brand, building trust.

Make it easy for users to fill in your forms (if that’s your goal), display clear call to actions and don’t forget to test your forms and website design periodically – consider A/B testing your landing page and call to actions to determine what’s the most successful.

  1. Set up conversion tracking

A very important step – all your effort will be for nothing if you can’t track your conversions. Tracking will provide you with vital information that will tell you which ads and keywords are converting, and on which device – for example, if mobile users are converting more, then you can increase bidding for that device over desktop or tablet to drive more sales.

Tracking also helps you to justify spending more or less on Google Ads – if you can easily track conversions and leads through to successes, such as an order, then it will be much easier for you to ramp up spending in this channel.

  1. Consider Remarketing But Do It Well

Not everyone looks into remarketing as an option (especially after the GDPR changes), and that’s fine, but you could be severely missing out on opportunities if you don’t consider it as it’s an excellent feature designed specifically to drive conversions

Remarketing is useful and for some organisations an essential part of Google Ads, allowing your content to be seen by those who don’t convert on their first visit. Make your brand present on almost every part of the web that your prospects will visit – in some cases including your competitor’s sites.

  1. Don’t Forget Testing

Testing your ads, keywords, images (if you use display ads), and landing pages is an imperative step in ensuring online success using Google Ads. Testing will help you convert more while keeping costs down and traffic and clicks up.

Carrying out tests helps you to easily determine successful campaigns, so you know what does and doesn’t work for your target audience and driving conversions.

  1. Become Profitable!

Like anything in business, you do have to spend money to make it – but as long as you stick to your budget, review your campaigns frequently, and refine your strategy, you can start to convert using Google Ads in a few short weeks – it’s that fast!

Get a free health check by one of our experts today to find out how to build on your online success using Google Ads.

 

What we do

Click ROI is a Southampton based boutique digital marketing agency specialising in Paid Search and Facebook advertising. Our experienced team with former Facebook and Google employees provide fully managed Pay Per Click services including research, strategy and account creation, landing page development, management and reporting with a focus on your specific business goals and KPIs. Get in touch today, gain an unfair advantage in digital marketing and leverage our experience to maximise your ROI from paid advertising.

6 Things to Know About Facebook Advertising

6 Things to Know About Facebook Advertising

6 Things to Know About Facebook Advertising

Regardless of whether you’re a Digital Marketing newbie or established online business owner, you probably know how important Facebook Advertising (also known as Facebook Ads) can be for your brand. But, let us show you, in case you’re not that familiar with the social network’s promoting power.

Facebook has over two billion monthly active users, among which, you’ll be able to find people from all over the world, with different age groups, interests and ages. A big proportion of those users log into Facebook several times a day, so it’s fair to say that it’s smart to invest in Facebook Ads hoping to reach the right audience for your products or services.

However, to use Facebook Advertising correctly, there are certain things you must know before you set up a campaign if you want to make the most out of social media marketing budget. Scroll down to learn some the basics of Facebook Ads, and a few tips and tricks to skyrocket your Return on Investment (ROI).

What You Need to Know About Facebook Ads

 

Why Do You Need a Facebook Page?

First things first, let’s talk about the overall importance of Facebook for your digital marketing strategy.

There’s a big chance that an important part of your customers are already Facebook users and, as a result, your brand or company would only benefit from having a Facebook Page.

Think of a Facebook Page as another way to display your products and services and connect with clients: You must make sure that anything you post relates to them, engages with your audience and keep the conversation going.

If you’re an established brand who’s only now creating a Facebook Page, you could promote it through email or even word of mouth marketing and get your audience to “like” your page.

If you’re an entrepreneur or a start-up, you may find it difficult to get fans for your page; after all, Facebook is always updating its algorithm, and organic (not paid) posts only reach a few people.

That’s exactly where Facebook Ads come in handy to help your brand increase its visibility, getting not only fans but real potential customers in the process. But how does it work? Keep reading!

 

Determining a Goal

Facebook Ads can have different goals and objectives, depending on your business and its unique needs.

For a new brand, the focus should be on awareness, visibility and reach: You want as many people to get familiar with what you do as possible.

Established companies may want to expand their audience in other areas of the world or to promote a new product or service. Either way, Facebook Advertising includes different ads to get as close to those goals as you can. Take time to realise what your intentions with the campaign will be, considering what your particular needs as a brand are before you pay an ad or set of ads.

 

Choosing an Audience

Facebook Advertising is not new, but it only gains relevance as the years go by.  When used correctly, Facebook Ads allows you to reach more the right customer for your brand, based on a targeted audience that is completely up to you.

For example, imagine you’re a party planner who lives in London, you can set up a campaign to reach only women between 27 and 35 years old who live in London and are active Facebook users, which would allow your ads to be viewed by a demographic appropriate to your brand.

The lesson here is that, when you’re targeting an audience, you must be specific. Otherwise, you may spend money on ads not attracting the right people for your business.

However, if your brand is new, you could experience issues targeting audiences because you don’t know your customers yet, and professional research can represent a rise in costs you may not afford. That’s why you can come out with Buyer Personas for your business before you set up a Facebook Ads campaign. Think of Buyer Personas as your ideal customer and use both significant data and your imagination to create as many as you need.

Going back to our example with a wedding planner from London, he/she could benefit from having this Buyer Persona profile:

Name: Emma Bridal

Age: 25

Occupation: Upcoming, Eco-friendly Fashion Designer.

Location: London

Problem: Emma can’t find an event planner in London who can make her Eco-friendly dream wedding come to life on a smaller budget.

This hypothetical information can develop a eureka moment for our beloved wedding planner, realising that there’s a lack of eco-friendly options for events in London. In addition, this Buyer Persona could represent a whole demographic for a campaign on Facebook Advertising, getting more accurate leads to his or her page. Anyhow, consider not going too niche while picking your audience, so you don’t reduce the expected reach and visibility of the campaign.

Simultaneously, an audience that is too broad is probably even worse. Although reaching millions of people sounds good on paper, the reality is that you may not need as many users to see your ads, but the right users with a bigger chance at purchasing your products to do so. For example, depending on age-groups, cost-per-click may vary in Facebook Ads so pick your audience wisely and don’t let it be a random decision.

 

Campaign objectives

As we shared a few lines behind, Facebook allows you to use many types of objectives for your campaigns, all with their own features, guidelines, and benefits.

If you already know what your goal with the campaign is and have decided on a targeted audience, the next step is picking what kind of ad your campaign will use for however long it may run.

The infamous wedding planner from London could pick a traffic objective with carousel photos to promote a conference about Eco-friendly venues for weddings he/she is organising in London and target the appropriate Buyer Persona.

The wedding planner could also start an event response objective to drive ticket sales for this conference and promote the same event for the same Buyer Persona in a different way.

What we want you to get from this is that you can use different objectives and types of Ads available on Facebook in creative ways and have fun experimenting with each of them. You can learn more about the kinds of Facebook Advertising that are currently and what they can do for your whole Marketing strategy here.

 

Budget and Schedule

Of course, as a brand, you’d like to make the most out of your campaign and spend your money wisely, and that makes setting up a budget for Facebook Advertising such a vital aspect of the entire process.

Facebook gives you the chance to choose between a daily budget or a lifetime one, both of which you can set to start or end on a specific date and you can also create a schedule for the campaign if needed.

Following the wedding planner’s story, he or she could start the campaign for the events a month earlier, to make sure it gains momentum and more brides around the London area confirm their attendance as the days go by and the conference nears.

However, having a schedule for the campaign is probably the smartest and more efficient thing to do budget-wise because you’ll be in control of how long your ads will be showing up and the hours that they’ll appear on your audience’s feed. Remember the time of the day (or night) that they are more likely to be using Facebook.

When it comes to scheduling your ads, you must consider ad frequency as your audience members may see your ads multiple times. Coming up with different ads and rotating them are helpful to avoid your audience tiring of seeing the same post repeatedly.

 

Designing Ads

Regardless of the ads you choose, make sure that its design is striking and eye-catching enough to separate it from the ever-growing competitive business that is Facebook Advertising.

Besides following guidelines such as using less than 20% text in an image, pick bright colours, high definition photos and a powerful copy to get your point across.

Just like every other aspect of the campaign, the design must reflect the vibe, tone, and branding of your business. Anyone who sees your ads must be able to understand what it’s about right away, even if they are not a part of your targeted audience.

Consider readability and user experience by making the Call To Actions visible and clear, so if you require the audience to complete an action such as filling up a form, they will get it immediately.

Designing a set of ads that are all, somehow, connected, but are still different enough is your best option, and it can also be fun to set up. You could think of the whole thing as a story that is unfolding in chapters right in front of your audience’s eyes, rather than sharing just one side of your business, brand or company. For more information about how to design great ads for Facebook Advertising, read this article from Canva.

Are you ready to take the world of Facebook Advertising by storm? Do you have any questions about Facebook Marketing? Let us know in the comments and don’t forget to subscribe to be the first to read our latest posts!

What we do

Click ROI is a Southampton based boutique digital marketing agency specialising in Paid Search and Facebook advertising. Our experienced team with former Facebook and Google employees provide fully managed Pay Per Click services including research, strategy and account creation, landing page development, management and reporting with a focus on your specific business goals and KPIs. Get in touch today, gain an unfair advantage in digital marketing and leverage our experience to maximise your ROI from paid advertising.

What is PPC and how can it expand your business?

What is PPC and how can it expand your business?

What is PPC and how can it expand your business?

Regardless of the size of your business, Pay Per Click (PPC) is one of the fastest and most effective tools to increase relevant traffic to your website. By targeting online ads and creating campaigns in search engines, such as Google and Bing you are able to reach a broader range of potential customers, monitor engagement and increase sales.

But what does it mean?
Essentially PPC is a when you pay a fee each time your advert is clicked on when appearing in the search engines Paid Search Results. These ads will appear at the top of the results page and are separate to the Organic Search Results obtained through SEO (Search Engine Optimization). You may have seen them before, here is an example of Google Adwords PPC;

So how can this expand your business?

Produces profit. In most cases, the cost of PPC is low and the return on investment is high. For example, if the cost per click is £10 but the customer then goes on to make a £200 sale, then using a PPC is a no-brainer.

Increases Customers. The search engines have a foolproof formula to only show your advertisement to relevant customers who are already interested in your product or service, and therefore is mutually beneficial to search engines, advertisers and consumers alike.

Quick Results. Organic search results are effective, however, can take some time for your website to rank highly or appear on the first page and generate results. PPC immediately targets your advertising campaign and if researched and executed correctly, should quickly produce an increase in sales and website traffic.

Is there a lot of competition to appear in the Paid Search results?
This all depends on the business or service you offer, and how niche your target market is. The aim of Ad networks is to provide the person doing the search with the most suitable results. For this reason, these networks use an Ad Rank; a calculation which considers the price paid for the advertising space (CPC Bid) as well as its Quality Score. This is based on relevance of keywords, ad text, popularity

 

Source: http://www.wordstream.com/pay-per-click

Ok, so how do you do this?
To produce accurate PPC advertising, you must consider the following;

Keywords – Keywords are the foundation of your campaign and therefore, it is essential to choose relevant words related to your business. Consider including niche or specific terms known as long tail keywords to target different segments of your audience. It is also beneficial to include negative keywords – these prevent your ad from appearing in searches which may have similar keywords but are not relevant to your business. For example, if you wanted professionally decorated cakes delivered to your home, you would not be interested in a search result which offered classes and tutorials on how to decorate cakes.

Reviewing and Managing your PPC advertisements. This is vital to maintaining profitable search results. You must continually assess the effectiveness and cost of both the keywords and negative keywords and make changes where required. Landing pages also need to be adapted in correlation to this to ensure they are consistent with the ad to boost conversion rates.

What can Click ROI offer in relation to PPC?
At Click ROI, we continuously monitor and optimise our clients’ accounts to deliver the best ROI. Our team is lead by a Google certified PPC specialist and have lots of experience in generating high-quality business leads and increased revenue in this area of marketing.

For any advice on PPC or an individual strategy session please feel free to contact us

What we do

Click ROI is a Southampton based boutique digital marketing agency specialising in Paid Search and Facebook advertising. Our experienced team with former Facebook and Google employees provide fully managed Pay Per Click services including research, strategy and account creation, landing page development, management and reporting with a focus on your specific business goals and KPIs. Get in touch today, gain an unfair advantage in digital marketing and leverage our experience to maximise your ROI from paid advertising.

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