Our tech expert Ash Young from Evoluted gives his top tips on outsourcing pay-per-click
Online visibility is everything when you’re selling your services and products. Undoubtedly, one of the most successful tactics is pay-per-click (PPC).
Many businesses choose to use external experts for their paid search strategy – doing so usually gets the results they’re looking for, while saving money and time in the long-run.
Whether you choose an agency or a freelancer, I’ve put together my top tips on outsourcing PPC.
Find the Right Fit
Ultimately, the best way to get what you want is to review their case studies and testimonials.
It’s also important to find out if the agency or freelancer is Google Ads Certified. Being a ‘Google Partner’ shows that specific partners have passed Google Ads product certification exams and are up-to-date with the latest product knowledge.
An external expert who has put in the time and effort to best understand the Google ads platform is more likely to do a better job at implementing your campaigns.
Understand the Basics
While you’re paying for their expertise, it’s still really useful to be clued up on the basics yourself. Here are a few of the key points:
- An advertiser is billed by each individual click. If you get no clicks, you don’t pay.
- Budgets can be changed at any time, so you aren’t committed to a fixed budget structure for the long-term. Budgets can be easily adjusted based on performance.
- PPC performance can be influenced by many external factors. Like any market, conditions such as weather can cause people to behave differently.
Shared Reporting Metrics
With PPC, there are plenty of potential reporting metrics, but they might not all be relevant to you. It helps to share your overall marketing and business goals, so everyone is on the same page about your key performance indicators.
Likewise, beware of reporting jargon and make sure your agency or freelancer explains what the measures mean in the report and why they matter.
For example, conversions should be ‘enquiries’, ‘sales’ or ‘leads’ depending on your business type and goals.
Instead of just reporting on CPA (cost-per-action), this should be tied to your specific goal – if the account is driving leads, you’ll be interested in cost-per-lead.
Quality Over Quantity
It’s not all about volume of clicks, it’s about the right clicks. You pay when someone clicks through to your ad, so you want the highest possibility of a conversion.
A reputable PPC expert will focus on providing the best ROI (return on investment). They should be looking to get relevant traffic at the right time, and optimising the campaign so the clicks convert at the lowest cost possible.
For help growing your business through PPC, contact the Evoluted team.
Ash Young, Evoluted