PPC (Pay Per Click) advertising is a form of online advertising where advertisers pay a fee each time one of their ads is clicked. It’s a for...
4 Benefits of Hiring a PPC Agency
PPC is complicated, confusing, and time-consuming, especially for those businesses that don’t have or can’t afford an in-house expert. As a result, many companies opt to bring in a PPC agency to work alongside their marketing team, enabling them to reap this potentially lucrative channel's many rewards and benefits.
According to a Google estimate, for every $1 spent on Google Ads, $8 in profit is generated via Google search and ads. This statistic proves the value of PPC advertising, and if executed correctly, it can be a driving factor in increased revenue for your business.
What Is a PPC Agency?
A PPC agency is a third-party company of experts who create, manage, and optimize pay-per-click advertising accounts and campaigns. These platforms could include Google Ads, Bing, Amazon, Facebook, Instagram, and many more. A PPC agency aims to help you outperform your competitors, drive website traffic, and increase conversions.
What Does a PPC Agency Do?
When you hire an external PPC expert, it’s their responsibility to analyze your existing approach, formulate a new strategy, modify your campaigns, and continuously optimize your accounts. If you’ve attempted managing your accounts in-house, you’ll know that it can become a full-time role, occupying much of your marketing team's time. Deciding to outsource PPC management removes this time-consuming task and places it in the hands of experts, bringing many benefits to your business.
1. Expert Knowledge & Skills To Improve Ads ROI
As mentioned previously, PPC is complex and requires proper management for your business to benefit the most. When you hire a PPC expert, you place a ready-made guru to work wonders. You don’t have to worry about their competency or if they need further training – this is their field of expertise, and you can judge their performance by the reports they provide.
The most important metric for any company is to measure the ROI of PPC ads. With the experience and knowledge an agency possesses, they'll reduce your ad spend while increasing the conversions or revenue they generate, boosting your profit margins, and allowing you to put more budget towards ads or spend that profit elsewhere.
A common misconception is that PPC outsourcing is expensive. While you can expect to pay a PPC management agency more per hour than an in-house employee, they work on a flexible contract, creating a package that suits your budget. Additionally, the improvements and optimization of their actions will take them much less time than a novice or intermediate.
Additionally, the increase in revenue you will see from their improvements will outweigh any potential increases in account management costs. Overall, it’s highly likely an agency will be much more cost-effective. They’ll:
- Reduce unnecessary ad spending, saving you money.
- Better allocate ad spending to generate more revenue.
- Give your in-house team time to focus on their areas of strength.
Overall, due to you being able to specify your budget, a variety of contract types, and the agency working more efficiently than an in-house team member, you’re sure to see the cost-effectiveness of PPC improve.
3. Continuity & Reduced Risk
With every role in a business, the company runs risks losing them without having a replacement ready to pick up where they left off. Small and medium-sized businesses suffer from this most as they can’t afford to have multiple people in the same positions. They often have a single person wearing numerous hats within the business.
What are you doing if you have one in-house PPC expert who gives you a resignation letter or is experiencing long-term illness? Unfortunately, in this situation, many businesses forget that PPC needs ongoing and frequent optimization, but with no one to do the work, they leave it to do its thing.
Bringing an agency in to do this work for you mitigates this risk entirely. For example, when working with a PPC management company, you’re assigned an account manager. If this account manager is sick or leaves for another job, you’ll be provided with another expert account manager, meaning your PPC accounts receive constant attention.
Rather than falling behind your competitors, losing valuable positions, and quality scores dropping, you’ll be in a cycle of always having an expert on your team.
4. Increased Conversions, Leads, & Revenue
When you set out on your PPC venture, the most important thing is to generate conversions, leads, and revenue – this is not a brand awareness campaign. Instead, business leaders want to see that their dollars into advertising are returning. While this can be difficult with traditional advertising and some display advertising, PPC is not.
A PPC agency can optimize every user journey from refining your spending on ads, writing compelling ad copy, targeting the correct keywords, and creating landing pages that encourage users to take a specific action.
Many businesses often forget the importance of the landing page. However, if you partner with an agency that has experience creating tailored and targeted landing pages, you’ll see even more significant improvement in your PPC ads campaigns.
Before moving ahead, you should assess the pros and cons of outsourcing digital marketing. There are benefits to managing PPC in-house, such as improved communication, understanding your business, and managing them more easily.
However, these don’t outweigh the benefits of outsourced PPC. If you take the time to explore agencies and find one that offers all the services you need and can demonstrate past successes in your industry, you’ll see vast improvements in your ad performance.
If you envisage PPC becoming an essential and valuable revenue stream for your business, investing in an established PPC management agency to lead the charge for you is the most effective way to achieve your desired results.