Pay-per-click (PPC) advertising can be an effective way for businesses to drive targeted traffic to their website and generate leads and sales. However, running successful PPC campaigns requires significant expertise and ongoing optimization. This is where professional PPC campaign management services provide tremendous value for businesses of all sizes.
Factors that make PPC Campaign Management Services Valuable
- Improved Campaign Performance
The biggest benefit of using a PPC campaign management service is that they have the expertise to set up, manage and optimize campaigns for maximum performance. PPC managers stay on top of the latest platform updates and leveraging advanced techniques such as audience targeting, bid adjustments, and dynamic ads that most businesses don’t have the capability to manage in-house.
PPC experts analyze metrics to identify optimization opportunities – by improving campaign elements such as ads, landing pages, and keywords– results typically improve over time. With their dedicated focus and knowledge, PPC agencies can often improve campaign performance significantly compared to what a business can achieve by handling it in-house.
- Saving Time and Resources
Running successful PPC campaigns takes significant effort involving in-depth keyword research, ad optimization, split testing, and constant monitoring. For small businesses especially, taking this workload in-house can quickly eat resources.
An agency handles all PPC campaign heavy-lifting. They take full ownership, freeing up client focus on core priorities. This streamlines operations saves time and overhead costs compared to developing in-house PPC expertise.
- Gain from Specialized Experience
Every PPC platform whether Google Ads or Microsoft Ads has its nuances. On top of platform expertise, different industries like healthcare, finance or retail need tailored strategies.
An experienced PPC agency builds specialized knowledge across platforms and verticals. For any given business, chances are they have managed campaigns in their niche before. Tapping into this collective experience and best practices level the playing field for businesses competing against larger rivals with more marketing resources.
- Better Tracking and Analysis
Sophisticated analytics underpins every high-performing PPC account. PPC managers leverage advanced analytics across campaign and website data to track key metrics. This enables them to identify optimization areas, diagnose underperforming elements and improve results over time.
Such in-depth tracking and analysis capability require purpose-built tools and expertise. By working with a PPC management service, businesses can benefit from advanced analysis and insights that would be challenging to replicate in-house.
- Full-funnel Visibility
With their technical capability and analytics access, PPC managers can track users across the entire customer journey. Beyond just campaign cost and website conversions, they provide visibility into critical metrics like click-through rate (CTR) and cost-per-click (CPC) to gauge user interest levels.
Such full-funnel visibility allows them to identify high-performing campaign components and diagnose weak areas needing improvement. Without it, advertisers are essentially flying blind without insights to refine their strategy.
When Does it Make Sense to Work with PPC Agency?
Hopefully, the benefits described above provide a sense of why PPC agencies provide great value. That said, at what point should a growing business consider working with one? Here are some good guidelines.
- New PPC Advertisers
For beginners unfamiliar with search or shopping ads, relying on expert guidance from the start prevents beginners’ mistakes. It kickstarts learning with best practices rather than taking months to ramp up through trial and error.
- Limited Time or Marketing Experience
Self-service PPC platforms like Google Ads provide great benefits but also assume prerequisite knowledge. For resource-constrained small businesses without a dedicated marketing expert, agencies alleviate the learning curve via their turnkey service.
- Not Achieving Target ROI
If current PPC efforts aren’t yielding an acceptable return-on-investment (ROI) despite internal efforts to optimize, specialized help could provide a performance boost. Agencies also help establish realistic baseline expectations.
- Expanding into New Platforms
Venturing into new PPC platforms like Microsoft Advertising or Amazon Sponsored Ads is best done collaboratively with experts. Their experience smooths configuration complexities and prevents easily avoidable mistakes.
- Competing Against Larger Rivals
For any business competing with dominant players, running sophisticated PPC campaigns independently can be challenging. Allying with an agency arms you with the expert capability of punching above your weight class.
The keys are identifying capability gaps preventing better PPC outcomes or requiring too many internal resources to sustain. This is where reputable and experienced PPC campaign management services or website SEO services provide the best value to mid-market brands.
