Considering paid advertising offers a 200% ROI, it’s a no-brainer that your marketing strategy should incorporate the same.
“But I have no idea where to start with Google ads – in fact, I don’t know where to begin at all!”
Well, even if that’s the case, you still have nothing to worry about.
You can hire a PPC consultant who can enhance your paid advertising campaigns by offering a unique set of skills coupled with experience and expertise.
Choosing the right consultant, however, can be challenging if you don’t know what to look for in a PPC expert, which is where we come in.
Our team at Neil Patel Digital has created this handy guide to help you find the best PPC consultant for your business – one that can manage your campaigns, keep up with continuous algorithm updates, and deliver results.
Let’s start with how a PPC consultant can help you grow your business.
5 Ways a PPC Consultant Can Help Grow Your Business
What is the primary reason that people hire PPC consultants? Maximizing business performance.
People who run an online business question the need for launching pay-per-click campaigns, and whether it’s the right thing to do.
We have to clear one thing out before we talk about the benefits of hiring expert help – it IS worth it!
That said, let’s take a look at what a good PPC consultant can do to help you grow your business.
Thorough Market Research and Plan of Action
A PPC consultant can be your go-to when you‘re unable to do market research, execute the right type of strategies, or launch successful marketing campaigns that help you achieve your business objectives.
Additionally, you can also make critical mistakes when you work without experience – something that can cost you significant money or achieve zero results.
On the other hand, there are other solid reasons why you should hire a professional.
A PPC consultant will prioritize your marketing campaigns and think of the intelligent implementation of paid marketing tactics that can enhance campaigns. You’ll also get better and more relevant marketing strategies to drive your online sales.
A savvy PPC manager can be doubly beneficial for your business.
With their help, you‘re assured of wiser PPC decision-making that can cause a decrease in expenses and increase conversion rates.
Plus, PPC experts can analyze your data and make required adjustments that can lower your cost per lead for a higher ROI.
As for conversion rates, they can use their experience and expertise to implement tactics, such as using precise keywords and put your sales team in contact with quality leads. All the efforts are targeted towards a specific audience in your niche that can be niched down according to location, gender, age, interests, and of course, keywords.
Audience targeting should always be strategic and carefully executed. It’s the only way to avoid wasting your money on paid campaigns – something that a PPC expert can help you with.
The best part is all this requires minimal effort on your part, and even the PPC consultant’s due to their specialized knowledge.
Compelling Ads That Actually Convert
Make no mistake, writing an attention-grabbing ad copy is an easy task – but only at the surface. In fact, knowing how to create a PPC ad can have a massive impact on the ads click-through rate.
You need expert help to create a truly artistic strategy to attain ad campaign success. A PPC consultant is well versed in the know-how to create an effective ad copy that appeals to your target customer and can relate to their interests. They can also use the necessary keywords for optimization to rank higher in search engines.
So with the help of a professional, not only will your ad get more exposure, but you’ll also experience an increase in your conversions.
Years of Experience
You may already be aware of how experience often translates to expertise.
Reputable PPC professionals have years of experience working with a diverse clientele, which helps them contribute to their profit-making campaigns.
These experts have the backing of innovative skills and knowledge to keep your ads updated and in sync with the latest web trends that can be the driving factor of your paid campaigns.
You shouldn’t worry about the money you might pay for a consultant. Instead, it’s the time wasted when trying to learn Google or Amazon that should be a worrying factor. Unsatisfactory results are another disadvantage when you take on PPC without prior knowledge.
Moreover, a professional will dedicate their whole time to your projects and make sure you set the right bid amount according to the order value, ACoS goals, and conversion thanks to their greater understanding of bid management.
Pay-per-click marketing can be equal parts challenging and time-consuming, especially for those who aren’t experts.
A PPC professional can help you launch and monitor all your ad campaigns, along with making minor adjustments that could potentially boost your sales. Also, when you turn the work over to these consultants, you’ll be able to focus on other aspects of your online business.
How to Get Started With a PPC Consultant
If you haven’t worked with a PPC company before, it’s hard to know what to expect.
Right from hiring the right PPC consultant to holding meetings right till the final launch – you need to draft a roadmap that explicitly illustrates your end goal as well as milestones to stay on the right track.
Below, we have streamlined the details of every phase to help you understand what to expect when working with a PPC consultant.
Hiring the best PPC consultant for your business
The first step here is to find the right PPC consultant to get started in your paid marketing journey. And the best way to go about this? Research and look at the credentials of respective candidates.
There are two ways to go about this. You can use online hiring platforms like Freelancer, Upwork, and Reddit, where you’ll post a detailed project description, along with the requirements. You can then choose a freelancer profile from the applied candidates.
If you plan on recruiting seasoned consultants – something which we highly recommend – you’ll have to fill up an inquiry form and then schedule a discovery call.
Whatever be your marketplace of choice, determining the abilities of the prospective candidate remains the same. Ask the prospect the following questions to understand whether they are the right fit or not:
Are you Google-certified?
Do you offer a free assessment?
Who will own the account?
Will you provide ongoing management of the account or solely look after the setup?
How do you measure success, and what are the deliverables?
Are you familiar with Google Analytics?
It’s best to look for consultants who possess the Google AdWords Certified Partner designation since they are likely to understand the latest trends, techniques, and technology relevant in the world of PPC advertising.
A thorough understanding of account setup and management, analytics and reporting, and optimization in areas such as video, search, and mobile advertising, are also crucial.
Remember, it’s your money, and the prospective PPC consultant should respect that and be willing to clear any doubts.
Have a Discovery Session
It’s the job of the PPC consultant to do everything they can to learn more about your business objectives and what you’re looking for, which is precisely why discovery and onboarding are a crucial part of any new PPC project.
Here are a few key points that your meeting should cover:
Your budget, which includes monthly ad spent
Goals you wish to achieve through your PPC campaign
What are the USPs of your business when compared to your competitors
Detailed observation of your target audience that includes platforms to use, shopping trends, and location
Take this chance to share everything you have with your PPC consultant – even if it doesn’t feel relevant. The consultant must be aware of your expectations and budget.
Planning and Testing
After understanding your business, target audience, and marketing goals, the next step is to plan the upcoming campaign. In addition to this, defining critical metrics and KPIs are essential as well.
The consultant may run a small, inexpensive pilot campaign to test different aspects, such as audience segments, copy, and execution. This can give you key insights about the preferences of your target audience and a deeper understanding in general of how to proceed forward.
The Final Execution
Finally, at this stage, you launch the full campaign.
The full-scale execution of the campaign can be short-term, long-term, or ongoing, depending on your needs. You can expect consistent feedback and thorough reporting from the consultant that outlines everything about the campaign, and the final results once it’s over.
Remember, monitoring results and adjusting the budget are all a part of the campaign. The consultant should use the insights collected, along with your feedback, to improve the ad strategy for better results.
In case the consultant doesn’t offer management services, they will only set up the account.
Measuring the ROI of PPC Consulting Services
What’s the point of launching a PPC campaign if you cannot measure the return on your investment?
Is your campaign strategy correct? Are the ads effective in generating leads and sales for your business? Is it profitable? – these are important questions that you need answers to.
The only way to determine the success of a campaign is to measure the ROI.
That said, there are various KPIs, which is why you need to have an efficient tactic in place to choose the relevant ones. For this purpose, you need to figure out the following:
Understand the goals of your campaign – whether you want more click-throughs, more leads, or higher sales. The ultimate goal, of course, is to increase conversions and reduce CPA. But there are other things you should consider as well, such as monitoring impression share and the effectiveness of your ads in generating clicks (CPR).
You can even consider setting SMART goals to measure the overall progress and success of your goal.
Figure out about what success means to you and then define it to your consultant.
Monitor the KPIs closely and then reevaluate if there is still any discrepancy.
The following are the most crucial PPC KPIs that you should consider:
The average click-through rate
The quality score of your ad content
The impression share that tells you how many people has have seen your ad
The average cost-per-click (CPC)
The conversion rate
The cost for action/cost per conversion
The average position of your ad
Tracking ROI is a dynamic process with no uniform rules to follow. Make sure you choose your KPIs after setting realistic goals for your business, which, in turn, can help you achieve your goals.
4 Point Checklist For Finding the Right PPC Consultant
If you’re still wondering how you can hire the best PPC consultant for your company who has the necessary understanding and expertise to deliver results, here’s a quick checklist to make things easier for you.
Experience in Driving Results
You’ll find several PPC consultants claiming to be the best and how they can help you achieve your goals.
But do they really have the expertise and experience to back their claims?
Figure out whether the consultant has previously worked with clients in your niche and is aware of how your business ecosystem, your competition, and your audience work. The idea here is to fast-track your campaign strategy, creation, and management processes.
Knowledge About PPC Best Practises and Tools
PPC can be a very complicated process, which is why you need a consultant that has the knowledge to keep up with the latest practices.
Having access to the right PPC tools is also important. Essential aspects like analytics and reporting and intent-driven keyword selection, along with first-party data sources and strategic partnerships, work together to enhance the efficiency of campaigns.
Find out the tools that the consultant uses, whether it’s Google Analytics, Certified Knowledge, Excel, and Adalysis.
Diverse Client Portfolio
Examine the companies on the prospective consultant’s portfolio. You‘ll be surprised at how useful this can be to detect whether they are the right fit for your business or not.
You see, a good PPC consultant should always demonstrate hands-on experience and have a diverse clientele. This equips them with a better understanding to create effective paid campaigns that appeal to your target audience, irrespective of their thought process and ideologies.
Testimonials From Past Clients
Testimonials help gain a sense of the caliber of the businesses that have trusted them in the past.
By going through what past customers have said about their services will give you an idea about their professionalism and whether they are capable of providing a comfortable and satisfactory working experience.
The world of PPC marketing isn’t simple.
You need experienced consultants to create and execute well-thought-out campaigns that can help you achieve your business objectives and keep any losses at the minimum.
Hiring a consultant can be your first step to ensure positive returns on your investment and establish a loyal customer base.
Want somebody seasoned and enjoys a stellar reputation when it comes to delivering results? Get in touch with experts from Neil Patel Digital here.