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8 Deal-Breaking Reasons to Develop Your PPC Campaigns with a Digital Marketing Agency

Marketing should be simple. Invest your money in marketing mediums that work – i.e. mediums that make a direct impact on your bottom line. Of course it’s not that simple. The reason? Measuring ROI is harder than it sounds. Well, at least it was. PPC (pay-per-click) advertising works. Do you know how I know? Because I see it every day. The data tells me so. Businesses invest a finite budget into digital marketing, and that money is tracked throughout the whole process until it comes out the other end – often twice or three times bigger than when it went in.

So why aren’t businesses flooding to the digital realm, eager to capitalize on this data-driven platform? Well, they are. More and more small, medium, and large-size businesses are chomping at the bit for their share.

But again, it’s not that simple.

PPC marketing is complicated, and it’s really easy to execute poorly. Which leads most businesses to the inevitable question:

”SHOULD I EXECUTE MY PPC CAMPAIGNS MYSELF OR GO THROUGH AN AGENCY?”

In other words, what are the benefits of having a professional team execute my PPC campaigns?

Here I’ll provide eight benefits that differentiate digital marketing agencies from the rest.

1) QUALIFIED GOOGLE PARTNERS

Knowing the benefits themselves, Google has decided to partner with digital agencies to showcase the true performance of their AdWords product. Having done their homework, Google has selected the top digital agencies across North America to recommend to interested businesses.

What does this mean?

  • Agencies employ digital marketing specialists that are AdWords Certified, meaning they have passed a number of exams testing their knowledge of the Google AdWords platform.
  • Agencies follow industry best practices, ensuring campaigns are set up properly with the correct objectives.
  • Agencies constantly work with Google to refresh their knowledge of the latest products.
  • Agencies are kept at a high level of responsibility to their clients.

In other words, Google Partners are agencies recommended by Google because they maximize the ROI of their clients, which increases the overall satisfaction of Google’s products. A rare Win-Win-Win situation.

2) ACCELERATED ROI

Businesses attempting to set up a PPC campaign on their own will be surprised how easy it is. It’s true – anyone can do it. The difference relates to how it is set up and what is done with the campaign after it’s up and running.

Agencies know that PPC campaigns will experience their worst performing month right out the gate. This is because, given the right industry knowledge, the campaign should continuously improve as time goes on.

What defines improvement? ROI. It’s amazing how many businesses neglect to measure their return on investment for their PPC campaigns. In essence, it’s not just good to know, it’s essential. Tracking conversions and making adjustments, agencies drastically accelerate the length of time it takes for your business to reach its full potential online. This saves you mucho money in the end.

3) DATA CRUNCHING

Good PPC campaigns generate a lot of data. But that’s only half the battle. After all, what good is data if you don’t know how to compute it? This is where agencies shine. Living and breathing web analytics, agencies have the ability to effectively leverage your data into sales. Agencies know the importance of setting up proper benchmarks, KPI’s (key performance indicators), conversion tracking, and lead generation. Without this information, you’re driving blind.

AGENCIES TRACK THE NUMBER OF CONVERSIONS THAT RESULT FROM THE ALLOCATED PPC BUDGET.

THIS ALLOWS FOR A DIRECT ANALYSIS OF THE IMPACT OF DIGITAL MARKETING ON SALES. IN THIS EXAMPLE, THE CLIENT SPENT $15,426.50 ON PPC MARKETING WHICH DIRECTLY RESULTED IN $28,935 IN GROSS PROFIT.

4) THE TEAM

A common misconception is that the war is won entirely in the AdWords environment. Indeed, this is where you select your keywords, create your ads, and direct users to your website. But the placement and content of online ads isn’t everything – where the ads lead is just as important. Which brings us to another deal breaker, the team. In addition to allocating PPC experts to a project, agencies provide professional copywriters, web developers, and graphic designers. Working in unison, these team members play off each other’s strengths to put your campaign’s best foot forward from the start.

5) CONVERSION OPTIMIZATION

The goal of PPC isn’t merely to drive traffic to a website, it’s to convert the traffic into leads and sales. To achieve this, agencies bring a form of content expertise that is unmatched. Drawing on consumer psychology, colour theory, neuromarketing, and behaviour analysis, agencies strive for the perfect customer mouse-trap. But it doesn’t stop there. After creating a landing page that conforms to the best estimates of what will work, the page is put to the test – i.e. does it actually convert and how well?

Employing an accelerated form of artificial selection, agencies test, touch, tweak, and test again until the leads come roaring in. The end results are killer landing pages that work to convert your paid traffic into leads and sales.

ABOVE DEMONSTRATES A HEATMAP USED ON A LANDING PAGE TO PIN-POINT MOUSE INTERACTIONS IN RELATION TO IMPORTANT PAGE ELEMENTS.

6) CALL TRACKING

Anyone that knows anything about PPC knows that tracking conversions is essential to optimizing campaigns. This is why online forms are so common on landing pages; you can track who filled out a form and where they came from. Conversely, webpages that lead users to emails and phone numbers have a bigger challenge when it comes to directly associating these touch points with advertising efforts.

That is, unless you utilize call tracking.

An added benefit of having an agency run your PPC campaign is that they are equipped with the latest tools, like call tracking. This feature allows agencies to link sales calls directly to ad campaigns.

This offering would be enormously expensive to run privately. Agencies, however, can offer it to businesses for mere chump change.

GOOGLE ANALYTICS REGISTERS PPC-RELATED SALES CALLS AS CONVERSIONS BEFORE IMPORTING THEM BACK INTO THE ADWORDS INTERFACE.

7) INDUSTRY SPECIFIC EXPERIENCE

Businesses that are just getting acquainted with PPC have likely read up on the subject – at least a little. In fact, it’s hard not to with the wealth of blog posts, articles, videos, and eBooks at our disposal. But what becomes quickly apparent is how general and broad this online educational material really is. The fact of the matter is that every online market niche is a unique beast in its own right. In most cases, you need hands-on experience to truly understand what strategy is needed.

Agencies bring a level of industry specific experience to the table that no one else can. Over years of client relations, they’ve developed more than skills and knowledge – they have wisdom.

8) NO LENGTHY CONTRACTS OR COMMITMENTS

Many businesses looking to jump into the world of PPC are at a fundamental disadvantage – they don’t know what they’re doing. Of course they don’t. To them PPC is a new tactic; an unfamiliar landscape. In these cases, it’s understandable that businesses are apprehensive to jump into bed with a lengthy agency contract or an unvetted employee.

Fortunately, many agencies are making it easy for businesses to test their services without yearlong commitments. Ideally, agencies should take on clients on a month-to-month basis, allowing their work to speak for itself. Any agency willing to take on that sort of accountability is likely confident and capable in their offering.