Guide to Choosing the Best PPC Advertising Companies
Pay-Per-Click (PPC) advertising is a popular way to advertise on the internet. Regardless of the service or product that you market, PPC advertising will help launch your marketing goals in the right direction. Nevertheless, it is vital that you implement the correct PPC strategy. One of the most popular strategies adopted is outsourcing to a PPC advertising company. This article will discuss how you can achieve better results with the help of the best PPC advertising companies.
Before we get to the meat and potatoes of the subject, let's get a few fundamental points out of the way.
What is PPC Advertising?
PPC is a type of paid online advertising. The advertisers create advertisements based on particular keywords and are expected to pay each time a visitor clicks on their ad. These ads appear on Google’s paid result pages when a visitor searches for the advertised keyword. We can call it a targeted method of purchasing website visits, too. It is worth mentioning that advertisers pay for each click regardless of how many conversions they get.
PPC Advertising Strategies
PPC is not as complicated as it may seem. It also by no means guarantees page visits for every PPC advertisement. Fortunately, there are strategies that you can adopt to maximize as many clicks as possible.
Remarketing Your Long-Tail Keywords
Remarketing is an underrated concept in online marketing. But if advertisers knew its true potential, they would pay more attention to it. It is true that repeat clients/customers give more value. To achieve this, you have to chase the queries with long-tail keywords on all remarketing platforms. You can do it by generating a list of retargeting visitors per ad group subject with the help of the Urchin Tracking Module (UTM) parameters. Also, you can do it by using lookalikes. This strategy is more popular these days. Through lookalikes, you will target similar audiences. As a result, your remarketing strategy will expand to new audiences.
Use Inverted Unicorn Strategy
Standard ad targeting covers a narrow audience to ensure maximum conversion rates. It is the specific targeting based on niches or demographics. Nevertheless, in the “Inverted Unicorn,” there are two completely separate interests it targets. This ensures that you can bring anybody who may be part of your actual target audience.
Additionally, you can customize your ads with the help of those distinct interests. Bear in mind that such interests may add more dimensions to your ads. So, your ads will stand out and look more convincing. What’s more, such advertisements would end up costing substantially lower because of higher engagement rates.
Use Slush Fund
As a general practice, marketers dedicate a monthly budget to PPC from their allocated budget. This involves setting up ads and waiting for a return over the course of the month. Despite being a common technique, this strategy restricts PPC targets by not enabling visitors to react to trends. On the other hand, with a unicorn slush fund, you may amend new ads when something goes viral. In case the ad you come up really hits the mark, then you can use the additional funds to drive engagement. Having that bit of flexibility can help you achieve more results from your ad campaigns.
Reverse Engineer Your Conversion Funnel
Many online advertisers would suggest that to ensure users convert faster; they save clicks. The idea here is, the faster you get more conversions, the faster you get users through your sales funnel. The truth is, you can achieve the same results by increasing the time you make people engaged with your ads. The trick here is to reverse engineer the conversion funnel. As a result, you will know what works. You might notice that adding something additional to a part of the funnel can boost conversions. For instance, you can add an interactive preview for the product in order to persuade the users to purchase. That is why, it may not always be the best method to push users to convert faster.
Use Messenger Marketing
It may sound insane, but targeting landing pages shouldn’t be your only strategy. Messenger marketing has been a pretty handy method for raising awareness about your ad campaigns. Messenger marketing has been proven as a much more effective method than email marketing. Further, you can achieve a 75-80 percent more open rate through messenger marketing. What’s important to remember is that you concentrate on a technique that works better for you. Do not get stuck in the past methods that used to work. Constantly evolve and adapt to changing times.
Basic PPC Advertising Mistakes
As good as PPC can be to market your brand. A few basic mistakes can literally kill all your hard work. As a result, you could even end up losing time and precious money. Therefore, it is crucial to avoid some of these common mistakes to get the most out of your PPC ads.
Not Investing in Strategies
You should not spend money on ads without having a proper strategy. It is like waiting for a tree to grow without watering it. So, you must have a strategy that will inform users of how your product or service is different from your competitions. Also, you should allocate your budget, divide your audience, and more. If you throw money at your marketing strategy and then expect to see results, you are depending on the element of sheer luck, which is not ideal.
Not Utilizing a Landing Page
You may be using ads to redirect visitors to the homepage of your site. Bear in mind that it is one of the most common PPC ad mistakes people still make. Most users will not bother themselves to search on your site. Once your ad gets clicked, the users should directly find themselves on the landing page. Landing pages anyway have one primary purpose - and that is to increase conversions. If you do not direct your users to the landing page, it means you are not using your PPC advertising effectively. So, ensure the landing page is the continuation of your ads.
Not Examining Your Landing Page
As mentioned above, the purpose of the landing page is to convert. If it does not drive conversions, then there is a problem you need to identify. Here, the best method to examine what works and what does not is split testing. Note, that you should test all the variables separately. It is also worth mentioning that you should be patient with your A/B testing. In other words, you will need at least a week to grab the fluctuation of the traffic on your site.
Targeting Only One Platform
You may pretty much think that it will be enough to have ads from Google Adwords or Facebook ads. Unfortunately, it is the wrong mindset. If you want to grow your business through the ads, too, you should target multiple platforms. In other words, you should try other advertising platforms. By this, you will also get to know which one is the most effective for you. Needless to say, depending on the business model or the service you offer, some specific advertising platforms may suit you better. What you have to do here is to look for the platforms where your target audiences appear the most. For instance, a specific target audience can appear on Linkedin rather than on other platforms.
Further, you can use ads on newsletters, as well. For this, you should again know what newsletters your target audience subscribes to. In short, try to check out alternative options when putting ads.
Not Matching Your Budget and Strategy
Another nuance that you should pay attention to is the relation between your budget and strategy. If you have a small budget, it is advisable to have ads on one or two platforms. Also, you should know that you can get the most out of the ads if you target specific keywords. Here you should also be sure that these keywords have low competition.
On the other hand, when on a bigger budget, your strategy should be different. First, you have to put ads on multiple platforms. By this, you would reach many more people. Moreover, you can target competitive keywords on Google Adwords, etc. It will again help you reach many more potential customers. So, make sure you use a strategy that is compatible with your budget.
Not remarketing is another prevalent mistake that many businesses make. Keep in mind that it is quite an effective way to avoid paying for the traffic that has a deficient quality. You will do it by displaying your ads to the audience that have already been visitors to your website.
The audience will satisfy some criteria such as demographic information, time on site, geographic location, and more. The visitors that you get through retargeting will probably be “warm” leads. It means you can promote your products more aggressively.
In addition, do not forget that one of the most effective remarketing methods is video remarketing. In fact, it enables you to target people who have already interacted with your videos previously. As a result, you can redirect traffic back to your site. Lastly, note that there are diverse types of remarketing. Email remarketing, standard remarketing, mobile apps remarketing can be examples for it. So, you can check them out and get to know how suitable they would be for you.
Advantages of PPC Advertising
You are already aware of PPC advertising, some of the best strategies, and common mistakes are done with it. But to use it confidently, you should know the advantages that PPC advertising brings to your business. So, get acquainted with how PPC advertising can benefit your company.
PPC Assists Your Business Goals
It is actually the most important reason to use PPC advertising. It can help you reach a larger number of marketing and business objectives. These objectives can be different. They can range from an e-commerce sale to high-level brand exposure. Also, almost any kind of conversion goal can be monitored.
PPC can also support most parts of your business. For instance, it can decently support sales funnel. It will also assist the path which takes your audiences from the awareness stage to becoming a client. It does not matter how you have determined your goals. Top PPC advertising companies can help you adjust the PPC campaign to it.
One of the best sides of PPC is you can quickly enter the competition with the help of them. It does not matter if you are 20 years behind your rivals. When you outsource your work to proper PPC advertising companies, they will help you with getting up and running with slight optimization. Beware that it is not this easy with every digital marketing tool. For instance, SEO is a field that you will have to spend a lot of time on.
Additionally, compared to other channels such as email marketing, you will access people who are unaware of your brand. In short, PPC allows you to find new prospects and clients.
You Have Control
Another significant aspect of PPC advertising is that it gives marketers full control. If you are aware of other marketing channels, you will know full well what that means. Here, you are the boss to decide how to reach your customers. You decide to select the keywords to target. Apart from this, you will have budget flexibility. In other words, if you do not have a rich budget, you can start small. But note that you should pay a rate close to the market rate. So, if you see positive results, you can magnify it. If you want, you can pause and even stop spending right away. You may already know that it is different from other marketing campaigns. Lastly, it is possible to edit your ads. Therefore, ensure you use PPC to have a flexible advertising experience.
You can Measure and Monitor PPC
The next huge advantage of PPC advertising for your business is the possibility to measure and monitor it. Especially, when you use Google ads, it becomes even easier. Here, you will notice the high-level performance of clicks, impressions, and mainly conversions. There is no mystery in PPC performance. You will see the stats providing you with detailed insights regarding the traffic and results they drive. Bear in mind that in other marketing channels, you will not be able to see how your budget affects the results. You certainly want to know how the money you spend on ads impacts your business. To understand this, using PPC advertising is again one of the best methods.
PPC Acts Well With Other Marketing Campaigns
PPC and SEO work together very well. It is because the chances and impressions are usually to the same audience. In both cases, you target people that utilize Google to find information, products, and services. The data that you get from conversions and clicks of Google ads can give you useful insight on where to direct SEO in terms of keywords.
Some other cases are also available where PPC can be helpful in providing data. With costs per impression and conversion, PPC could be compared to traditional mail, too. In short, you can win by a massive difference if you shift from conventional marketing to such techniques that supply real-time data.
How to Choose Your PPC Advertising Company?
You are now aware of the business advantages of PPC advertising. One thing you should know is it will be challenging to run PPC advertising and become successful. In general, it is advisable to use the services of digital marketing companies. But even when you use such services, you should know how to choose your PPC marketing company. So, we will explain to you the details you should look at when selecting your PPC advertising company.
Transparency is probably the most critical factor you should look for in PPC advertising companies. The company that provides services to you should clearly discuss everything with you. Precisely speaking, they should inform you about ad accounts, landing pages, and other necessary details. Note that PPC reports are quite easy to create. So, it should be difficult or time-consuming for a PPC marketing company to generate them. In brief, make sure that you have access to all parts of your PPC campaign. For this, you should have complete ownership over your PPC ad account.
Experience and Reviews
PPC advertising companies that have been in the business for a long time are usually professional and competent. So, you should look at the experience of companies you shortlist. You can also ask for a business model. By this, it is possible to see how they have built their way up in the market.
Additionally, you can check out their reviews. Ask for their previous clients and contact them and check whether they were satisfied with the service received. It will give you a great idea of how this PPC company suits your business. So, make sure you check the reviews and experience of the PPC marketing companies you shortlist to serve you.
Knowledge of Keyword Selection
One of the crucial parts of managing a PPC campaign is keyword selection. For the success of your PPC campaign, keywords and phrases should be selected carefully. Note that these keywords will be vital for your target audience. That is how you will reach that audience.
If the PPC advertising company you outsource selects the incorrect set of keywords, people will not find your landing page related. As a result, there will not be enough related clicks. That is why be careful while choosing the PPC marketing agency. You do not want to spend money on keywords for which you already rank well.
Acceptance of Short-term Contracts
Another nuance you should check when searching for a PPC company is their willingness to sign short-term contracts. It may sound an irrelevant point, but actually, it is pretty impactful. Bear in mind that a confident agency will accept any type of short-term contract. On the other hand, a PPC marketing company that targets only your money will reject such contracts. It is because, in the long run, you will have to pay them a lot more money without being unable to terminate the agreement. Therefore, go for companies that accept contracts for a duration below six months.
A good PPC company will not only start your campaign on Google, complete keywords, and gain you traffic. PPC advertising companies will regularly monitor your campaign to get insights on conversion. Through this, they will determine any problems associated with your campaign. And it will be easy and fast to solve it through tracking. Therefore, you should be sure that the PPC advertising agency you choose pays attention to this nuance. Note that the top PPC marketing companies excel at this factor, while beginners will not have enough experience to consider it.
Comprehension of Negative Keywords
There should not only be the exact match of keywords in your PPC campaign. Phrase matches and broad matches will benefit you a lot in some cases. Nevertheless, when you target such keywords, your site will appear for other search results you do not target. For instance, your keyword may be “photo editor.” In this case, results for “free photo editor,” may come up, too. This is something you do not want, as your service will be paid. That is where negative keywords enter the discussion. The best PPC advertising companies always have a list of negative keywords. When they exclude these keywords, you will appear in the search results that you target. So, ensure that the PPC agency you collaborate with is aware of negative keywords and their importance.
Acquaintance with Latest Trends
The primary search engines, such as Google, upgrade their advertisement products to help advertisers. For example, after the last updates, PPC advertising companies can modify their bid for geographical location. This feature has eliminated the necessity of having several campaigns. Just like that, there are Adwords extensions. It can assist your ad by integrating ratings and other motivators. So, outsource your PPC ad campaign to an agency that has the latest additional features. That will help you a lot to get the most out of your ad campaign.
How Much Does It Cost to Hire a PPC Advertising Company?
There will be two main costs related to your PPC advertising campaign. They are the cost of clicks and the service fee charged by your outsourced PPC company. The cost of clicks will be more or less the same regardless of the digital marketing agency that you collaborate with. Yet the service charge of the agency will be the main decisive factor for you when making a decision. For simplicity, we will classify the PPC advertising companies into three parts based on their pricing.
Newer and Small PPC advertising companies will be your first option. The target customers of such agencies are usually businesses with a budget of below $1000. They will most likely charge you less than $400 for the service offered.
Mid-level agencies will target businesses that have a monthly ad budget of $1000-$10,000. On top of that, they are likely to offer their services for at least $800-$1000 per month. Such companies are also supposed to be accredited Google partners. It means by outsourcing such firms; you will access more experienced professionals who can help you more to achieve your campaign goals.
Lastly, there are bigger PPC agencies that specialize in PPC advertisements. This type of company may not suit you as they will cooperate with companies with a minimum ad budget of $10,000. Such agencies will either charge you based on a set number of days each month, or will charge a percentage based on the spent amount on the ad.
PPC is one of the most prevalent advertising methods in recent years. An increasing number of businesses tend to use it in order to boost traffic to their site and hence, conversion. Still, being unaware of the necessary details of PPC, such as useful strategies, basic mistakes, and the nuances to check. Choosing a company later can cost you dearly when you initiate such a campaign. We provided all the essential information you should know about PPC advertising and PPC advertising companies. Do not forget that you can find the most appropriate PPC marketing company for your business in Gygzy pretty easily. All you have to do is to search for PPC advertising companies by filtering for the components you need. If you found this article helpful, you can check other articles on our page for related topics that may be helpful to you, too.