What Are PPC Services and Why Do You Need Them?

What are pay-per-click services? Why are PPC services important? And how do you choose a pay-per-click vendor or consultant? Let’s take a closer look at these questions so you can decide on the best way to get pay-per-click services for your business:

• What are PPC services?
• Why are PPC services important?
• How do you choose a PPC services vendor?
• FAQ: How can I make the most of Pay-Per-Click services for my business?

What Are Pay-Per-Click Services?

Pay-per-click (PPC) services help organizations manage their PPC advertising programs using a professional PPC or search engine marketing (SEM) expert. The overarching goal of these services is to help you get the best return on your advertising dollars.

PPC services apply to all online advertising platforms like Google and YouTube. But there are more.

Pay per click services can help you determine and reach the goals of your ad program, such as:

• Increased web traffic
• More leads
• Increased sales
• More in-store visits
• More phone calls
• Better brand awareness

A PPC service should also help determine which ad formats deliver the best results. They do this through a process of testing and analysis. These formats might include text ads, banner ads, mobile ads, YouTube-sponsored video ads, and product shopping ads (to name a handful).

Many businesses hire outside vendors even if they have an in-house PPC expert. PPC service providers may or may not be certified as experts in different advertising networks. The most common accreditations are Google Ads Partner and Microsoft Advertising certification.

Why Are Pay-Per-Click Services Important?

PPC services are important because running a successful PPC program isn’t easy. PPC advertising is a complex, full-time job. With the right PPC expert on your side, you’re better positioned to solve problems you’ll encounter and get a better return on ad spend.

The importance of managed pay-per-click services has grown along with the growth of digital advertising. eMarketer estimates that digital ad spending accounted for half of total media ad spend worldwide in 2019 and is estimated to reach $384.96 billion in 2020.

When it comes to pay-per-click ads, paid search captured 43.9% of total U.S. digital ad revenue, reaching $54.7 billion in 2019, according to the Interactive Advertising Bureau.

Example of PPC ads dominating the top of Google search results

Paid search presents a lot of opportunity for growth and also a lot of opportunity for wasted ad spend. Consider that some reports show that 61% of Google Ads spend is wasted. And some of the most expensive keywords in Google Ads are in the $50 per click range.

Without keeping a tight rein, you can blow through your budget fast.

How Do You Choose a Pay-Per-Click Services Vendor?

When hiring a PPC services provider, consider criteria like experience, reputation, approach, performance, and other marketing services they provide.

Advertising networks change rapidly; keeping up with those changes is a full-time job. As a result, many organizations find they get better results by working with a pay-per-click services vendor.

If you decide to hire, remember that you can choose how to structure your partnership. Some options include:

• A full-service PPC management program to manage all your PPC programs for you
• A PPC audit of current PPC campaigns to develop recommendations that either you or the vendor can implement
• Setting up a PPC program if you don’t already have one
• PPC training so your team can take it over at some point

As mentioned, there are several factors to consider when hiring a PPC services provider. Here are some to explore …

Experience

Steer clear of consultants that are getting started and agencies that have only recently added PPC services to their suite of offerings. Look for vendors that are recognized experts in the field.

Also, look at the experience level of individual team members. For example, here at Bruce Clay Inc., our SEM experts have no less than 10 years of experience in their field.

Also, as big as the Google Ads network is, it’s not the only ad network. So you want the consultant or vendor to have experience with different ad networks and formats.

The vendor should be skilled in ad strategies for different devices. After all, mobile now accounts for over half of search traffic worldwide.

Reputation

Look for a reputable company with a proven track record. Talk to your colleagues and look for the following trust signals:

• Google Partner status
• Microsoft Advertising certified professional
• BBB accreditation (in the U.S., or equivalent elsewhere)
• Solid list of previous or existing clients
• Positive online reviews and testimonials
• Active online presence

Approach

What is the vendor’s or consultant’s approach to PPC? For example, here at Bruce Clay Inc., we focus on cost-per-action (CPA) optimization management. This means maintaining your budget while lowering the cost for each click in proportion to the return on that item.

The person or team you hire should be able to clearly outline their approach to PPC services, like how we’ve done here on our PPC services page.

Goals and Performance

If the PPC services provider does little more than ask for your Google Ads login to get started, that’s a red flag. No one can deliver good pay-per-click services unless they understand your goals to start.

Likewise, you want to know how they will report on their progress in reaching your goals and also how responsive they will be along the way.

More Than Just Advertising Services

This qualification is more of a bonus. But choosing a vendor offering additional digital marketing services beyond pay-per-click can be helpful. After all, PPC does not exist in a bubble. All of your digital marketing services should work together towards common business goals.

That way, as your company grows, your existing vendor can continue to meet your needs. That’s better than having to hire an additional person or team and get them up to speed.

At the end of the day, for many companies, pay-per-click services are a necessity to compete and succeed in PPC advertising. So consider your long-term advertising and business goals, and decide what makes sense for you in terms of how you engage an SEM expert.

If you’d like to discuss how we can help you increase your targeted PPC traffic, conversions, and revenue, contact us for a no-obligation quote.

FAQ: How can I make the most of Pay-Per-Click services for my business?

Pay-Per-Click (PPC) advertising has proven to be an indispensable tool for businesses seeking to enhance their online visibility and generate qualified leads. Several key strategies should be considered to harness the potential of PPC services. First and foremost, meticulous keyword research is essential. Identifying relevant and high-performing keywords that align with your business offerings will improve the effectiveness of your campaigns. Moreover, employing long-tail keywords can help target specific customer segments, leading to higher conversion rates.

Crafting compelling ad copy is the next crucial step. Your ad content should resonate with your target audience and highlight your unique value propositions. An effective call-to-action encouraging users to complete specific actions can increase click-through rates. A/B testing will show which messages resonate most with your audience and enable you to fine-tune your approach.

Effective landing pages play an equally vital role in maximizing the impact of PPC campaigns. Make sure the landing page matches up with your ad and offers visitors an obvious path of action, whether they are making purchases online or filling out email forms. An uncluttered user-friendly design that quickly loads across desktop and mobile devices will enhance user experience and increase conversion rates.

An often overlooked aspect of PPC optimization is negative keyword management. Regularly reviewing and refining your list of negative keywords can prevent your ads from appearing in irrelevant searches, thus conserving your budget for more relevant clicks. Furthermore, staying updated with industry trends and adjusting your campaigns accordingly is vital. Platforms like Google Ads often introduce new features, and staying ahead of these changes can give you a competitive edge.

Making the most of Pay-Per-Click services involves a strategic approach encompassing keyword research, compelling ad copy, user-friendly landing pages, and vigilant campaign management. By employing these strategies and staying adaptable, businesses can leverage PPC advertising to its fullest potential, driving meaningful results and achieving their goals.

Step-by-Step Procedure: Maximizing the Impact of Pay-Per-Click Services for Your Business 

1. Keyword Research: Use tools like Google Keyword Planner and SEMrush to identify relevant, high-performing keywords.
2. Long-Tail Keywords: Incorporate long-tail keywords to target specific customer segments and improve conversion rates.
3. Compelling Ad Copy: Craft ad content that resonates with your target audience and highlights unique value propositions.
4. Call-to-Action: Include a clear and compelling call-to-action in your ad to drive user engagement.
5. A/B Testing: Test different ad variations to determine which messaging performs best with your audience.
6. Landing Page Alignment: Ensure your landing page aligns seamlessly with ad content and offers a clear user journey.
7. User-Friendly Design: Design clutter-free, mobile-responsive landing pages that load quickly for enhanced user experience.
8. Negative Keyword Management: Regularly review and refine your list of negative keywords to prevent ad placements in irrelevant searches.
9. Stay Updated: Keep track of industry trends and platform updates to adjust your campaigns accordingly.
10. Budget Management: Allocate your PPC budget wisely based on the performance of different keywords and ads.
11. Ad Extensions: Utilize ad extensions to provide additional information and encourage user engagement.
12. Geotargeting: Use geotargeting to reach audiences in specific geographic areas.
13. Quality Score: Improve Quality Scores by optimizing ad relevance, landing pages, and expected click-through rates.
14. Ad Scheduling: Schedule your ads to run during peak hours when your target audience is most active.
15. Competitor Analysis: Study competitor ads and strategies to identify opportunities for differentiation.
16. Remarketing: Implement remarketing campaigns to target users who have previously interacted with your website.
17. Conversion Tracking:  Set up conversion tracking to measure the effectiveness of your campaigns.
18. Ad Positioning: Experiment with different ad positions to find the optimal placement for maximum visibility.
19. Ad Budget Monitoring: Regularly monitor and adjust your ad budget based on performance metrics.
20. Continuous Optimization: Continuously analyze data, refine strategies, and adapt to changing market dynamics for ongoing success.

Bruce Clay is founder and president of Bruce Clay Inc., a global digital marketing firm providing search engine optimization, pay-per-click, social media marketing, SEO-friendly web architecture, and SEO tools and education. Connect with him on LinkedIn or through the BruceClay.com website.

See Bruce's author page for links to connect on social media.