If you have made it to 2019 without ever doing a PPC campaign, and have been thriving as well, you can consider yourself very lucky.
PPC is considered one of the best ways to drive all sorts of things: traffic, sales, revenues, engagement, brand awareness, and so on.
The only catch (and there’s always a catch) is that you can’t always afford your own in-house PPC specialist, and need to outsource this task.
Here is what you need to know about the process in order to make it work to your advantage.
What are your goals?
Before your campaign is launched, you need to define the goals you wish to achieve with it. This will determine the way your campaign will be crafted, the audience it targets, and ultimately the money you spend on it.
These goals can include:
- Raising brand awareness: great for small or up-and-coming brands that have yet to establish a reputation with their audience
- Generating more leads: great for established businesses looking for new clients
- Driving conversions: great when you want to increase sales
Depending on these goals, your campaign will need to be set up, managed, tested, and optimized in a different way. When talking to your prospective PPC expert, make sure you communicate your goals so they can know where to start plotting.
While we are on the subject of goals, all of them need to come with a certain set of KPIs that will measure their success. According to Search Scientists, the four best ones you can choose to track are phone calls, impression share, conversion volume, and CPA. They will depend on your set of goals though.
What will this service cost?
The price of PPC campaign management will depend on a lot of different factors:
- Length of campaign
- Business niche
- Competitors in your niche and what they are bidding
- Keywords you are targeting, etc.
Ultimately, if you are running a small to mid-sized campaign, outsourcing this task will cost you less than hiring, training, and having an in-house PPC manager coming to work every day. Also, outsourced experts often have more experience and expertise than someone you could hire full-time.
You will not have any additional charges either: no tools, no study materials, etc. The expert will already have everything they need to succeed.
How to choose an expert?
If you want the best for your campaign, look for a Google Premier Partner, as only about 3-5% of PPC Google Partner companies achieve this status. However, you will most likely pay more for these Partner companies.
You are also advised to hire a specialist rather than a generalist. Just because someone has experience with SEO, email marketing, copywriting, design, and PPC, doesn’t mean they will actually have the expertise to make your campaign a successful one.
What is your bid budget?
Determining your bid budget can be tricky, especially if you don’t know who you are bidding against (and you won’t know this until the campaign is running). An outsourced expert who does nothing but PPC for a living can help you come to a figure you are comfortable with, which can also bring in the best ROI.
Then there are also the strategies you may not know how to use to your advantage, like Geo Targeting, Dynamic Search Ads, or Ad Scheduling, which can affect the cost of your bid, but can also bring in a lot more clicks and impressions. Leave this part of the strategy to your expert, rather than trying to force a decision on them.
What sort of time constraints are you working with?
This is another point that should be communicated clearly, and something you need to know the answer to before you outsource your PPC management to someone.
Do you have a specific deadline by which you need to reach a certain goal? Are your ads time-sensitive, i.e. are you promoting a holiday sale? How fast do you need to get things off the ground?
All of these things will determine what sort of specialist you need – someone who can get things done asap, or someone who has a couple of hours a week to monitor your campaign.
Bear in mind that when working with PPC campaigns that run on a tight schedule, you need to be available to your specialist, and answer any questions they may have about your company or products.
How to manage your own business while someone else is managing PPC
While we’re on the subject of availability, another very important aspect of outsourcing PPC campaign management is what you do with your own time and business while the campaign is running.
If it goes according to plan, you will need to be ready to handle the increase in calls and sales. Is your customer support team ready for this? Does your sales team have everything they need to close deals? Is your storage ready to handle more orders over a short period of time?
Before you launch the campaign into the world wide web, make sure you, as a business, are ready for it. If you offer next day delivery, don’t go back on this promise due to the unexpected influx of orders. If you offer customization options, don’t allow your customers to wait for ages to get their products, just because you were not ready.
Once all this is in place, try to stay focused on the work and the business side of things. While it is important to be aware of the analytics of your PPC campaign, don’t micromanage or try to assert yourself with your PPC manager. Give them the space they need to do their job well and be available for answering questions if need be.
Be aware that there are plenty of PPC companies out there that are not exactly experts – so come prepared to your meetings, ask the right questions, and be ready to make a switch if you need to.