Pay-per-click or PPC campaigns are an effective way to get more eyes on your product or services. But how do you know that extra traffic will translate into more sales, not just an expensive bounce rate? An experienced Google Certified Specialist can ensure your ad budget goes further, reaches the right people at the right time, and supports your business goals.
PPC Campaigns 101
If you’ve ever Googled a term and scrolled through a heap of “Sponsored” posts at the top of your search results page, then you’ve seen PPC campaigns in action. Pay-per-click, or PPC, is a type of digital advertising that lets you pay for your website to show up on the search engine result page (SERP) when someone searches for specific keywords or phrases. But, just like the name implies, you only pay a fee for the ad when the user clicks on your ad. The amount you pay for those clicks is called CPC, or cost-per-click. The ultimate goal for most PPC campaigns is to get the most clicks for the lowest CPC.
PPC campaigns are a powerful tool due largely to their precision targeting. In fact, experts consider them one of the easiest ways to get your brand seen by the right people. As long as they’re done correctly.
So, Where Do Most PPC Campaigns Go Wrong?
Within the realm of PPC, we encounter a few common mistakes. These can lead to unsuccessful campaigns that spend a lot but don’t get results. In general, it boils down to one or more of the following:
- Not using keywords effectively
- Ineffectively matching keywords and ad copy
- Not using audience targeting to its full potential
- Sticking with the presets on bidding and ad structure
- Failure to build campaigns around branded keywords
Getting the most out of your PPC campaigns takes some up-front education. But it’s also an ongoing commitment. In the digital advertising world, things change often and quickly. So keeping on top of recent trends and algorithm updates can prove challenging if you manage your PPC campaigns in-house or part-time. That’s where a Google Certified Specialist comes in.
Benefits of Working With A Google Certified Specialist
A Google Certified Specialist uses PPC campaigns to send your business a high volume of qualified leads. From goal-based ad strategies to implementation and iterative testing, their entire focus should be setting your business up for success. A few of the top benefits of working with a Google Certified Specialist include:
Ad Strategy Development
Yes, it’s possible to get your PPC campaigns running in just a few hours. But just because you can, doesn’t mean you should. While it might be tempting to jump right into advertising, the most effective campaigns start with a strong strategic foundation.
During the strategy development phase of your project, your Google Ads Manager will help develop actionable goals and key performance indicators (KPIs). They’ll also help you drill down into your most valuable target audiences and develop a strategy that helps you stand out from the competition.
More Effective Ad Copy
It takes more than the right bid strategy and audience targeting to create effective PPC ads. Often, these ads have just two seconds, a 30-character headline, and a 90-character description to connect with a potential customer. Imagine using only four to eight words in your sales pitch. Then, picture yourself delivering that pitch in a “speed dating” scenario while dozens of other businesses compete for that one sale. You’d want to make sure those few words were the best four to eight words in the dictionary, right?
Certified Google Specialists have a deep understanding of the Buyer Journey and how to create a meaningful connection with potential customers. This part of the process—equal parts art and science—relies on a careful balancing act between relevant keywords and copy that positions your product or service as the solution to the user’s real-world problem.
Lower Cost Per Click
One of the key benefits of pay-per-click campaigns is that you only pay when somebody clicks on your ad. But, as we mentioned above, those clicks can be more or less expensive depending on your business, ad campaign structure, and bidding strategy.
A Google Certified Specialist can reduce your advertising costs by lowering the cost per click. They’ll achieve this by going back to the keywords and analyzing the results. That’s right, the odds are good that your Google Certified Specialist is a big old data nerd. By comparing the search volume for a keyword, its cost-per-click, and how likely it is to convert (AKA result in a sale), they can create a campaign with a healthy mix of low-cost and high-reward keywords.
Insider Updates From Google
Perhaps one of the greatest benefits of working with a Certified Google Specialist is the fact that they’ve got a finger on the ad industry’s pulse at all times. For example, a Top 3% Google Partner like Savy Agency gets exclusive access to new rollouts and algorithm updates ahead of the general public. We can translate this early access into value for our clients, keeping them ahead of the curve when it comes to effective PPC campaigns.
Get More Out Of Your PPC Campaigns. Partner With A Google Certified Specialist.
Google’s paid advertising is an incredibly powerful tool for businesses of every type. And with their suite of user-friendly tools, more and more business owners are taking their digital advertising in-house. But, it’s important to recognize the value that a specialist brings to the table. Google Certified Specialists help businesses get more results from their PPC budgets, from developing an ad strategy to iteratively testing your campaign’s performance.
Ready to learn more? Get in touch for a consultation and brand analysis.