Pay-per-click, or PPC as it commonly known as, is one of the most powerful and cost-effective ways of marketing a business online.
PPC is a type of online advertising where the advertiser pays when a web user clicks on one of their ads. If you are looking to get visitors to your website in a hurry, Pay-per-click is the way to do it. By using a platform known as Google AdWords, a PPC campaign will see links to your website displayed amongst the top three search engine results related to your niche and to the right of them under the ‘Ads’ banner.
When it comes to Google, the search results at the top of the page are those that receive the most the clicks, which translates to more visitors for your website and, ultimately, more conversions for you. If you sell or promote products and services online, pay-per-click is something that should be seriously considered; however, managing a successful campaign requires time and marketing knowledge, and it is therefore recommended that you hire a PPC company.
The popularity of PPC advertising means that there is no shortage of companies out there willing to provide you with a service, and a simple search on Google will return dozens of results. The problem is, not every company will be right for your business and some might not be able to meet your expectations. With that in mind, below are some tips on how to find the perfect pay-per-click company.
Find out about their reputation
A good PPC campaign can really help your business thrive online, but a poor one can result in you wasting valuable advertising budget. Shopping around for a pay-per-click company should be treated no differently than if you were hiring a builder or a mechanic. You are much more likely to hire the services of a company if you are sure of their reputation, so invest a little bit of time in research. Ask friends, and dig around online to see what you can find out. Almost every PPC company will be happy to boast about just how good they are, but can they walk the walk? Can they prove that they have helped other clients benefit from PPC advertising, and can they make you the same assurances?
Do they want to learn about your business?
To set-up and manage a PPC campaign that works, a pay-per-click company must be willing to immerse themselves in your business, and take the time to understand your goals and objectives. A good PPC company will hold a one-on-one consultation before taking you on as a client. It is during this consultation that a campaign manager will listen and learn about your business and demonstrate how the company can put a strategy in place that will provide you with maximum ROI (Return on Investment). Some of the questions that you should expect to be asked include:
- What products and services does your business offer?
- What are your expectations of the campaign (i.e. increased traffic and sales)?
- What sort of budget are you hoping to work with?
Do they offer a diverse range of services?
A pay-per-click company must be able to offer you an individual service that encompasses everything your business needs, within the constraints of your budget. This service should cover all aspects of PPC and run through the three main providers – Google, Yahoo, and Bing.
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The price must be right
The rate of PPC services varies depending on the company. Some will charge you a percentage of total sales, while others will ask for an amount of your total budget. It is well worth your time looking around, comparing a few prices, and figuring out the market average before making a decision on which company to use, but you shouldn’t base your decision purely on who offers the cheapest service. The ideal company will be the one that offers the best service at a price you are comfortable with.
Do they set-up and manage your campaign in the right way?
A PPC company should always be working in your best interests and before you commit to signing any contract, you should ask about how they go about setting up and managing a PPC campaign. A reputable firm will carry out comprehensive research in to keywords and phrases that are ranking, for both your business and those of your competitors. They will also discuss the market competition and how much you might be expected to spend to compete.
From the management side, a company should provide you with assurances that your account is closely monitored at all times and that you will be provided informed of any changes. PPC is an ever-changing market and practitioners should always keep a watching eye on your bids, keyword conversions, and be looking to add new and negative keywords regularly.
There are various types of pay-per-click reports that can go into great detail about all aspects of your campaign. The most important type of report as far as you are concerned is whether a campaign is making you money. A good PPC company should provide you with reports on a regular basis, whether it is weekly, bi-weekly, or monthly. If they cannot promise to do this then you should take your business elsewhere.
You should be able to get in touch with your PPC company whenever you need to and feel comfortable about doing so. Likewise, they should have your email address and phone number to contact you to arrange meetings or discuss what is and isn’t working with a campaign. You’ll know from your first meeting with an account manager if they are easy to talk to and happy to discuss any questions and queries you may have.
When managed correctly, PPC can be very beneficial to your business. Hopefully this post goes some way to helping find the perfect pay-per-click company.