Facebook and Google are relatively easy to navigate when doing casual browsing. However, that’s not the case when it comes to Pay Per Click (PPC) advertising through the same platforms. There are hundreds of metrics, customization options, automation methods, ad formats and much more to choose from. So what’s a business owner to do? In walks the PPC consultant.
This is your knight in shining Armour. They can answer all your questions, provide you with simple tips and tricks or run your ad campaigns.
In this blog post we will cover what PPC advertising is, what a consultant does and how they can help.
The Basics of PPC Advertising
Pay per click (PPC) advertising is a media cost model where advertisers are charged a fee when their ad is clicked. This is one of the many types of media cost models an advertiser can choose from.
The goal of a PPC ad campaign is to drive traffic to your website or to a landing page. At Imperium, we recommend using a landing page with a strong call to action (CTA). It makes the customers purchasing decision easier and is less overwhelming then landing on your home page.
The price of the click depends on several factors like the competitiveness of the keyword associated with the Ad, and the search volume. But there is much more that goes into what ad is shown in the SERPs and how an ad auction works.
Let’s take Google for example. Here is their explanation of what takes place every time a Google search happens.
“We combine the auction-time ad quality (including expected click through rate, ad relevance, and landing page experience), the max CPC bid, the Ad Rank thresholds, the context of the person’s search, and the expected impact of extensions and other ad formats to determine Ad Rank. When estimating the expected impact of extensions and ad formats, we consider such factors as the relevance, expected click through rates, and the prominence of the extensions or formats on the search results page. Each advertiser’s Ad Rank is then used to determine where the ad appears and what types of extensions and other ad formats will show with the ad (or whether the ad or ad format will appear at all).”
That’s a lot to take in right? Which brings us to our next section….
What is a PPC Consultant and why do you need one.
Well for starters, you need a consultant if you didn’t understand that last paragraph from Googles Support page.
Although it may seem like a lot, the terms are very straight forward. They can be found on Googles training platform.
Anyways, a PPC Consultant is an expert with Google and Facebook Ad Manager programs. They have extensive experience running ad campaigns for different organizations in a range of industries.
Most importantly, they understand what platform, strategy, ad format and other elements to focus on depending on business goals.
Whether your business is in need of brand awareness, more traffic (online or in
A consultant can be especially helpful with bidding strategy and keyword research. These are two of the most complicated tasks associated with digital advertising and require a large amount of knowledge.
A consultant is employed full time to completely manage campaigns or part-time as an advisor providing guidance when necessary.
Who needs an external consultant?
This is for the inexperienced advertiser or one with time constraints.
Running a business can be difficult enough ensuring operations run smoothly. So if you don’t have the time to invest in properly learning how to run PPC campaigns its best to stay away from them. Please do not waste money investing in them if you lack necessary knowledge.
Many business run into the mistake of thinking they must start advertising online, so they carelessly spend hoping for results. The only results this guarantees is that your bank account will eventually start to decrease with no advertising results.
Be smart with your money and save it until you have the time to learn digital advertising or invest in a PPC consultant.
There you have it, what PPC advertising is, what a PPC consultant can do for you and who needs one.
If you are struggling running your PPC campaigns or are looking to get started, we are happy to help!
All the best with your next PPC Campaign!