by Dr. William Sen
| CEO and founder of blue media
Why you need a PPC/Ad Specialist
Google Ads & PPC Management
Ad campaigns such as Google Ads, Bing Ads and Facebook Ads today are facing 5 major challenges. Below are 5 reasons why you need a PPC Specialistif you want to run a successful campaign.
Are you using PPC campaigns to generate leads or expand your sales? The fact is you need to understand your ROI in order to evaluate whether your expenditure on PPC is a white elephant or not. Is there any real effect that advertising has had on the business?
When you calculate ROI you will discover how much you are making using the ads in PPC campaigns. That’s how you decide to spend your budget on a campaign. You can drop campaigns that are more expensive and not successful. The secret is ROI will help you recover from bootless campaigns.
The trick is to measure the conversion in terms of leads, signups, web visits or whichever valued customer actions your business prioritizes. That’s why the setup process is essential in creating a successful Google Ad campaign.
PPC Risk Management
If you don’t know what you are doing you may easily lose a lot of money through an ad campaign that simply doesn’t perform or deliver leads. How can you evade such pitfalls and make a positive ROI?
An online marketer looking for a quick return on investment may look at it as a real waste of time because it is difficult to gauge its efficacy. Bidding lower amounts does not in any way cut the risk.
Let’s say you setup your daily budget at $5 dollars which is the minimum allowed for daily budgets. Once you set this budget it can never be exceeded. The cool thing is that you won’t receive any nasty surprise bills, although having a low budget may curtail your ability to reach a wider audience over time.
Too many restrictions may fail to convert due to lack of traffic.
Monitoring PPC and Google Ads
It is inevitable that every PPC campaign needs to be constantly monitored and reviewed to gauge its performance. The performance of an ad or keyword fluctuates and so does the web traffic driven by that keyword or ad. This calls for a PPC Specialist (formerly called AdWords Specialist) who understands how things work and the ability to effectively track the keywords to see if they are making any conversions.
To top it off, the specialist sets up both tracking and traffic data before starting the campaigns. The PPC manager / AdWords Manager needs to fully understand the targeted audience as well as the products/services otherwise a lot of money will be lost very quickly.
The effort depends on the budget. You sometimes wonder why a PPC Manager’s pay is mostly based on the percentage of the budget spent. One of the reasons is, the higher the budget, the more traffic has to be monitored manually. While certain tools help monitor campaigns and send automated alerts, an SEM professional still has to go in manually to see what’s going on with the campaign and make adjustments as needed.
Quality Score for PPC Ads
The quality score is one of the most underestimated elements in every Google Ads campaign.
But what is a Quality Score?
It is a measure of relevance of the ads to users. If Google considers the advertisements as more relevant to users then you can get high-quality scores. The estimates are done on a scale of 1-10. Quality score can be compared to your credit score that determines whether you are awarded a loan.
Each keyword and its destination page is assigned a quality score by Google. If you have an idea around how to increase the score then it will dramatically affect your campaign positively giving you an edge over competition.
Benefits of A High Quality Score
Moreover, quality score also affects how much you pay for an ad. A higher score means you are probably meeting the client’s needs. Therefore, Google will charge you less for the ad click.
Landing Page for Ads and PPC Displays
If you provide a good experience for the user while searching, Google automatically rewards you handsomely with a higher quality score. Actually, it needs an SEM and even SEO expert to understand how Google will index and rate it based on keywords, responsive design, images, or the order of elements on your landing page.
But more importantly, the landing page is the last stop for your user before a conversion is made. If that landing page does not address the user accordingly, you will have to pay for a click but get no revenue out of it. That’s why you need an SEM expert with digital marketing and web design capabilities to ensure the user engages on that landing page.
The Types of PPC Managers
The fact of the matter is trying to cut the budget by not engaging an SEM Specialist may eventually cost you more in the long run. It is true though that many digital experts and savvy business owners try to manage their own PPC campaign.
Thanks to their expertise they somehow manage to maintain a quite promising campaign without hiring a PPC Expert. The odds are that many PPC campaigns are being managed by people who do not make a living out of it.
Here’s how AdWord Managers make mistakes that costs the businesses losses:
The Blind PPC Manager
Potential revenues are lost due to a suboptimal configuration, but the manager wouldn’t recognize it as long as the campaign still gets ROI. The revenue keeps the PPC Manager happy as he/she reports results. Sadly, nobody sees that more than 50% of the budget spent is not creating any revenue. But the PPC Manager is happy as long as ROI is being seen – unable to detect how much money is lost every day.
The Cautious PPC Manager
Unsure of what can be done, the cautious PPC Managers keeps the budget low to reduce the risk of losing money. The cautious type tries to beat their brain out but will never see the full potential of Google Ads and just how much revenue he/she is missing. The cautious PPC Manager tends to speak to other businesses about how she/he uses PPC campaigns and states that Google Ads is not the golden key for the business, and that’s why they aren’t using it much.
The Bold PPC Manager
They got a budget and had enormous success. He or she believes in Google Ads and is now ready to spend even more to squeeze out more revenue. Either too impatient or through the lack of knowledge, the bold type won’t do any research to find out what led to the success – but is willing to spend even more. Usually, they will have a bumpy ride when a huge budget all of a sudden dwindles, and the PPC Manager eventually thinks that it’s all Google’s fault.
The Sneaky PPC Manager
Engages with a real PPC Specialist or expert who has more than 5 years managing accounts with more than $30,000 per month and is organized and able to run your campaign. The sneaky type, however, wants to take advantage of the PPC expert once the setup is in place and then do things himself/herself. After a while either she/he realizes that it’s too much to comprehend and sticks it back on the PPC Manager operating in the shadows, or takes over and fails to manage what has been set up.
The Entrepreneur PPC Manager
Engages a PPC Specialist the same way the sneaky one does but puts a long-term relationship in motion right from the start with the PPC Manager. And so they lived…
…happily ever after!
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William Sen has been an SEO since 2001 and is a Software Engineer since 1996, and has been working as an Associate Professor in Germany for the University of Dusseldorf and Cologne. He has been involved in developing custom SEO tools, large website and software projects. William has a PhD in Information Sciences and has worked for brands such as Expedia, Pricewaterhouse Coopers, Bayer, Ford, T-Mobile and many more. He is the founder of blue media.
