Freelance Google Ads specialists or in-house teams are the two main options available to businesses…
If you’re thinking of hiring a Google Pay-Per-Click (PPC) specialist, you need to think about the pros and cons of this approach. Another option is to manage the campaigns yourself and follow a do-it-yourself (DIY) approach.
However, to achieve optimal results requires expertise, experience, and a deep understanding of the intricacies of PPC campaigns. This is where a Google PPC specialist can make a significant difference.
In this article, I’ll explore the key ways in which a Google PPC expert can contribute to your advertising success.
1. Strategic campaign planning
When you hire a Google PPC specialist, one of the first things they’ll do is create a digital marketing strategy for your business goals and target audiences. So, you’ll need to communicate these at the beginning to ensure they have a good idea of what your plans are.
They will conduct thorough research to find the best keywords, to see what keywords competitors are using, and decide on how to write the ads effectively.
This ensures that your campaigns are optimised to reach the right target market, maximise your visibility and generate quality leads or sales.
2. Effective ad copywriting
A Google PPC specialist will have many years’ experience creating text ads. And that will help them hone their writing skills to appeal directly to target audiences with relevant benefits, features, and unique selling points.
So, they’ll know what to include and exclude in your ads, and how to test different ad text to achieve maximum results. And they’ll understand the nuances of writing persuasive copy that resonates with your target audience by crafting engaging headlines, captivating descriptions, and compelling calls to action (CTA).
3. Keyword research and optimization
Keywords are a key part of your PPC campaigns in Google Ads. So, when you want to run Search campaigns, you’ll need to find the right keywords to add and reach people who are searching for your products or services on Google.
The Google PPC specialist you hire will conduct extensive keyword research to find the best keywords. And they’ll optimise your campaigns by incorporating the right keywords into your ad copy, landing pages, and bidding strategy.
This ensures that your ads appear in front of users actively searching for products or services like yours.
4. Ad campaign monitoring and optimisation
For your campaigns to achieve your targets, ongoing monitoring and optimisation will be essential. You could either take a do-it-yourself (DIY) approach and manage the campaigns yourself or you could hire an experienced Google Ads specialist to manage them for you.
There are pros and cons to both, and you’ll need to review this carefully before making the decision. The advantage of a DIY approach is that you can save money and do the work yourself and not have to pay anyone. And you’ll be able to make quick adjustments without having to instruct someone else.
However, a Google PPC specialist will identify areas of improvement and monitor your campaigns, analyse performance metrics, and make adjustments to improve your ROI.
And this continuous monitoring and optimisation help to improve ad performance, increase click-through rates and lower your overall ad spend.
5. Landing page optimisation
To run effective Google Ads campaigns, you shouldn’t focus only on the campaigns. You need to also update your landing pages to ensure that they keep your visitors engaged and completing the tasks that are important, like purchasing or enquiring.
To maximise your conversions, your landing pages will need to be optimised. And a Google PPC specialist will analyse your pages to ensure they are aligned with your ad messages and designed to convert visitors into customers.
The specialist may not do the actual on-page optimisation, but they will work with your web developer to optimise your page headlines, contact forms, body text, visuals and more to boost the experience.
6. A/B testing and experimentation
A Google PPC expert will carry out tests and experiments to maximise your performance. There are tools in your account that facilitate this, and the Experiments feature is a good one to start with, and the specialist you hire will use this.
They will create multiple ad variations, test different headlines, ad copy, visuals, and landing page layouts to determine the most effective combinations.
And this testing allows for continuous improvement and optimisation of your campaigns to drive better results over time.
7. ROI tracking and reporting
A Google PPC specialist will measure the success of your PPC campaigns to show how they are performing. So, they will first set up conversion tracking to ensure all the tracking is working so they can provide accurate weekly and monthly reports to you.
The reports will include detailed KPIs such as click-through rates, conversion rates, cost per click (CPC), and overall ROI.
They will provide valuable insights, and recommendations based on the data, helping you make informed decisions and adjust your strategies to achieve better results.
Overall, a Google PPC specialist brings a wealth of knowledge to optimise and manage your campaigns to achieve the best results. And these 7 tips will help you pick the right person or agency to work on your campaigns.
I’m a Google Ads specialist and I can help maximise the effectiveness of your PPC campaigns, increase visibility, drive targeted traffic, and help you achieve great advertising success.
Contact me today to get started.