Small business owners often try to wear many hats to save money. While large companies can have entire departments dedicated to accounting, marketing, and human resources, the small business owner will often take on all these roles rather than hiring someone or outsourcing those tasks.
Pay per click marketing (PPC marketing) is one role that small business owners might be tempted to try to handle on their own. The interface provided for Google PPC marketing almost invites a do-it-yourself approach because of its seemingly simple controls and access to Google’s 63,000 searches per second. However, there are risks to handling these tasks without the assistance of an expert PPC management company. Here are three benefits of expert PPC management for your small business’s PPC campaign:
Expert PPC Management Companies Stay Current
As a small business owner, you have your hands full running your business. Consequently, you do not have time to keep up with all the innovations, trends, and developments in PPC marketing. Platforms like Google test out new tools and release new features from time to time. If you do not understand or, worse yet, are unaware of these tools and features, you might be missing out on some important opportunities to generate more leads or convert viewers into paying customers.
Expert PPC management firms, on the other hand, keep up on new developments in digital marketing and PPC in particular. Digital marketing companies must keep up with new tools and features for PPC management partly out of self-interest since no digital marketer wants to be outdone by its competitors. But their primary motivation is professionalism — PPC management companies take pride in helping your business capture new markets, penetrate existing markets, and grow your business.
Expert PPC Management Companies Work Full Time
One of the sad truths about being a small business owner is that you spend all your time working. Instead of spending your Saturday afternoon coaching your child’s sports team, you are often on the phone talking to customers or coordinating your employees.
One thing you should not have to worry about is managing your ad words for your PPC campaign. PPC management companies work full time during the week to make sure that your PPC campaign is always tuned into your desired customers. If something comes up on Friday afternoon that throws your PPC campaign into uncertainty, it is your PPC management company that takes responsibility to get it back on track.
Expert PPC Management Companies Have Experience
DIY is often learn-as-you-go. Unfortunately for you, Google does not give free trials. Rather, you will pay, and sometimes overpay, for your on the job training in PPC. Even as you begin to develop some understanding of how PPC works and how it can be tuned, you may still be missing out on the finer points of PPC that can only be understood with the benefit of working on many campaigns for many different advertisers. Fortunately, PPC management companies have exactly that experience.
One aspect of working with a digital marketing firm that is often overlooked is that you get the benefit of the experience gained from all the other customers and PPC campaigns the firm handles. This experience can often lead to solutions that you cannot find online or in any textbook about digital marketing but from actual experience from other PPC campaigns.
As a result of this experience, PPC management companies are often less expensive than DIY. Since the cost of PPC is calculated based on clicks, you want to ensure that the clicks you get are high-quality and can convert into paying customers. A poorly tuned PPC campaign can result in tons of bad leads. In essence, you end up paying for website viewers to glance at your website and hit the “back” button.
An experienced PPC marketing company, however, can tailor the PPC campaign from the start or tweak the PPC campaign as soon as it becomes apparent that the campaign is misguided. Over the long run, this can save your business significant money.
Expert PPC management firms can take the burden of managing your PPC campaigns off your shoulders. In the process, you receive the benefit of the firm’s experience, training, and dedication to ensure the success of your small business by saving time and money.