Internet Marketing & Advertising Blog
Benefits of a Paid Search Marketing Agency
Thanks to the Internet, the world has become a smaller place. A website in the United States can easily sell its products or services to a client living in Japan. And, this is possible because of digital marketing strategies that online businesses adopt. However, with SEO being a long and arduous process before it can show results, most online businesses rely on PPC advertising to drive laser targeted traffic to their sites.
Business and Google Adwords
A PPC campaign requires a lot of knowledge and experience if it is to be done the right way. Unfortunately, many online business owners know how to create their Google Adwords campaigns, but don’t know how to manage it. As a result, they end up spending their budget with no result to show for it.
Setting and managing an Adwords campaign requires thorough understanding of how pay-per-click advertising works. This is the reason why businesses should be looking to hire paid search marketing agency.
Benefits of Using a Paid Search Marketing Professional
If you are still swaying between using and not using a paid search marketing agency, here are some convincing reasons that will help you make up your mind.
- Monitor and Optimize Your Campaign: If you run an online business, you are already stretched thin and hardly have time to handle all aspects of your business. A PPC campaign would further stretch you, as it needs constant monitoring, analyzing and optimizing. This is needed to improve performance of the campaign, so that you get good ROI. A paid search marketing agency will be able to handle your campaign and you will be able to concentrate on important business matters.
Just make sure the agency opens a My Client Center (MCC) account, so that you still have control over all the Adwords campaigns even if you decide to stop using the agency. It is like a consolidated dashboard to keep track of various campaigns and also allows you to see what the agency is doing and whether the campaigns are working as promised by the agency.
- Working Out the Complexities of Adwords: For a newbie, setting up an Adwords campaign can be quite intimidating. Just setting up incorrect geotargeting would mean great financial loss within a few minutes. This is just one example. There are many aspects to an Adwords campaign that need to be handled and set correctly for a campaign to be successful. This is best left to professionals, who are often Google Partners and have the relevant certification to show they know what they are doing. This way, you never have to worry about a poor performing campaign.
- Selecting The Right Keywords: The success of your PPC campaign depends a lot on the keywords you choose. You can select high traffic keywords, but still not get conversions. This can deplete your advertising budget within minutes with nothing to show for it. A paid search marketing agency will get rid of poor performing keywords and use profitable keywords. This is an ongoing process that requires introducing new keywords to ensure maximal ROI from your campaigns.
- Tracking, Analyzing and Optimizing for Success: A paid search marketing agency has the knowledge, expertise and manpower to track, analyze and optimize every single Adwords campaign. This is important, as it allows you to see where each conversion and sale originates from and using this data, you can scale up the campaign to get massive ROI. However, this does not happen in a jiffy and requires time and patience.
A paid search marketing agency will analyze every single data related to your campaign and this will give you a fair idea about your advertisement’s quality score and ad rank. Based on the data, which has to be constantly evaluated and reviewed, the Adwords campaign can be altered and changed to ensure increased and better ROI.
- Creating Outstanding Ad Copy: One of the most important aspects of a PPC campaign is writing ad copies that attract visitors to click on your advertisement. You can have the best keywords in town and a spellbinding landing page, but none of this will prove effective if your ad copy is not strong enough to entice visitors to click on it. A good paid search marketing agency will study and understand your audience, competition, industry and business goals and then create the perfect ad copy to ensure conversions.
The Way Forward
The world of paid search and PPC is constantly evolving and changing. A good paid search marketing agency always keeps abreast of the latest changes and trends, so that new strategies and tool can be used to make campaigns successful. Such a professional agency has the know-how and expertise to focus completely on your campaign to get desired results.
In this highly competitive world of Internet marketing, it is best to let a professional handle your campaigns, so that you get a fabulous ROI and your money’s worth.
The end objective of most online activity is to attract visitors to a website. Once there, the goal is generally to have the visitor take some type of action, from providing an email address to buying something to clicking through on a link. Generating that traffic is accomplished through two basic methods. The first type of traffic is created by organic search visibility. This involves the use of such SEO tactics as keywords and relevant content. The second, and often most effective method, involves carefully planned and implemented Internet advertising.
An Important Item in the Internet Marketing Toolkit
From the earliest days of the commercial Internet, the concept of Pay-Per-Click has attracted attention as a primary form of advertising on the web. After a few ideas were floated, Goto.com, a startup later named Overture and now owned by Yahoo, introduced its concept at the annual TED conference in 1998. From that point forward, the PPC advertising model has risen to a highly utilized multibillion dollar business. The best PPC services help provide clients with an excellent return on their PPC spend.
In fact, Google’s survival and growth came in the earliest days, starting in 2000, from its offering of its proprietary AdWords. Early advertisers were charged on the basis of cost-per-thousand impressions, or CPM. With the introduction of Google PPC in 2002, other players followed, including Yahoo! Search Marketing and Microsoft adCenter. Today, BingAds is the PPC vehicle that operates as AdCenter.
As it is understood today, the best PPC services, such as SearcherMagnet, work with advertisers to select certain ways and methods to place ads on search results and web pages. When a web user clicks on that ad, the advertiser is charged an agreed-upon fee. This fee is split among the website owner and other players. The amount of spend on such ads is referred to as the ad investment spent to earn a click.
Matching Ads with Prospects
The role played by search engines is focused on keywords that generate specific search results. The placement of ads based on these keywords is generally driven by a bidding process, which can be managed by the best PPC services.
On the other hand, content-driven websites often sell placement, or banner ads, at a fixed price. In this situation, the best PPC services work with advertisers to select websites with content relative to their business and/or interests.
PPC offers a number of efficiencies to Internet marketers and advertisers. One version of the concept is centered on the affiliate concept and is fully implemented by the best PPC services. In this case, the goal is to generate interest from a sale made by an add click-through. Companies will pay affiliates a percentage of revenue generated rather than paying for the ads themselves. With this pay-for-performance approach, the risk in on the web page owner giving up their ad space. If no sales are generated, there is no return on that advertising space. Likewise, the company with the offer has no cost unless a revenue-producing sale occurs.
Websites most commonly match the PPC ads to keywords provided by the advertiser or merchant. The best PPC services use this process to ensure relevant ads are shown along with the content. Often called sponsored links or ads, they are physically located very close to the actual search results. On the other hand, website owners can specify any location they desire for the ads, allowing them to maximize potential revenue.
In the earliest days of rapidly growing use of PPC, there were a number of concerns over click fraud. This occurred in two primary ways. First, individuals could generate revenue by having individuals repeatedly click on selected ad. Since the revenue was prepaid by the advertiser, the income was assured. On the other hand, some competitors set about drying up a rival company’s PPC account by generating multiple clicks without any purchases being made. Today, however, Google has led the way with developing monitoring systems to detect such fraudulent uses of PPC. The best PPC services are adept at helping their clients avoid this potential problem.
Aside from producing profitable returns on advertising spends, the best PPC services help their clients measure the effectiveness of their PPC programs with very detailed metrics and statistics. Increasingly sophisticated attribution models allow advertisers and the best PPC services to modify their spending in near real time. The key factors in the effectiveness of PPC include:
- Quality of ads
- Placement of ads
- Frequency of ads
- Relevancy of keywords used
The best PPC services also help clients determine the most effective programs for their ads, looking beyond such standard measures as click-through-rates, or CTR, and the actual cost per click, or pay-per-click
By the Numbers
Contrasted with traditional non-digital advertising expenditures, the marketer can calculate a precise value of their pay-per-click. The initial cost of the advertising, as noted above, is set either by bidding or as a flat rate. Once the total clicks on ads are calculated, the actual PPC cost is calculate. The best PPC services monitor the industry standards and can quickly compare the effectiveness of selected ads and campaigns. They work with advertisers and clients to determine how best to target true prospects. While precise targeting is the Holy Grail of all advertising, PPC is one of the most important Internet marketing tools that allows a very significant ability to focus on qualified prospects.
In addition to the initial targeting of the potential viewer of the ad, the best PPC agencies help their clients glean a number of other important insights from their campaigns. These include:
- Intent to purchase
- Level and type of interest
- Location of viewer
- Time of viewing including the day and specific time
All of this information is carefully studied by the best PPC services to modify existing campaigns and to design future advertising programs.
Flat versus Bid Pricing Models
It takes the best PPC services, such as SearcherMagnet, to properly educate advertisers concerning how rates are set for various keywords. The automated auction systems used by the search engines are primarly based on the Search Engine Results Page. If an ad is to be displayed on a SERP in a bid situation, the advertiser will determine their interest in a number of factors. These include those items listed above, as well as the ultimate placement of an ad on the SERP. Once a contract is signed and money deposited, the automated system will evaluate the bids on each search and award, and charge, the placement to the winning advertiser. There are a number of ways these bids are evaluated. Additionally, the major systems allow advertisers to use match types, most popularly in the exact, broad and phrase categories.
In some cases, the best PPC services will encourage their clients to use flat-rate PPC. This form of advertising is generally less expensive and used on a different type of website, such as comparison shopping engines. Placement is often a key factor in the pricing for these sites.
With this basic overview of PPC Internet advertising, it is worth the time any advertiser will invest with one of the best PPC services, such as SearcherMagnet to design and implement and effective campaign.
Pay-per-click (PPC) advertising campaigns are the most popular way of advertising on the internet. With a PPC campaign, you can determine how your visitors find your site. With PPC advertising, you only pay for clicks that take a visitor to your site, ensuring your advertising is successfully bringing traffic to your site.
If a potential visitor only sees your link, but does not click through, this is called an impression. In traditional PPC campaigns, you do not pay for impressions, though there are pricing models based on impressions, which generally charge per thousand impressions (CPM). Whether or not the purchase of impressions will work for your campaign depends on your product and target audience.
Proper PPC advertising is based on keyword selection. Well managed PPC advertising campaigns will bring traffic that achieves your goal: publicize an event, promote services, or sell goods.
Quality VS. Quantity
Many advertising options rely on large quantities traffic to a site to provide new customers. In these type of advertising campaigns, it is expected that a significant percentage of the traffic will not purchase a service or product, and compensates for this by driving a very large quantity of traffic to your site. On the other hand, PPC relies on quality traffic. PPC advertising strives only for well-targeted advertising, ensuring that your visitors are considerably more likely to purchase services or goods.
When an advertising campaign is properly targeted, visitors to your site are much more likely to:
- Be looking for what you are advertising
- Enter the site and look around
- Complete a transaction or become a lead (i.e. convert)
- Come from countries and regions that you are interested in
- Return to visit your site again
Quality traffic will bring you a higher percentage of success, in terms of seeing your visitors completing a transaction or subscribing to the service that you provide.
Evaluate PPC Campaigns
To ensure that your advertising campaign is working as efficiently as possible, you can look at the conversion rate, or the percentage of your visitors that are converted from visitors into customers/ leads. High quality traffic will deliver a higher conversion rate. Conversion rate is another way of talking about your return on investment (ROI) and acquisition cost-per-visitor.
This is usually done through a tracking service. A tracking service will allow you to:
- Monitor that clicks are effective and adjust campaigns if needed
- Understand which keywords and search terms bring the most visitors
- Decide which search engine brings the best results at the right price
- Assist you to set a conversion rate and goals
- Find your source of traffic: country, etc
- Accountability through stats like:
- Length of time spent on your page
- Number of pages on your site viewed per visitor
- Average number of page views from each search engine
Properly managing your advertising campaign is the only way to ensure a PPC campaign is successful. You want to ensure that you are regularly updating your keywords, vendors, and bids as often as your budget will allow. This will allow you to maximize results.
Understanding your Tracking Data
As we’ve already noted, more low quality traffic does not provide a good source of new business. A tracking system will tell you if / why your traffic is low quality. Here are some reasons that a marketing campaign may be providing low quality traffic:
- Country of origin
While some campaigns may not be as limited geographically, there is no point in advertising to a market that does not have a form of payment you accept.
- Length of visit duration
Visit duration is an important statistic which tells you if people are interested in your site. How many pages do the visitors look at?
- Phrase Matching
Are the visitors presented with a link to your site when they search for a related keyword or search term? The worst-case scenario is when your link is presented randomly, or as a pop up.
Buying PPC Advertising Traffic
There are many sources to purchase clicks from. It is usually best to try more than one service, and compare your results. Many sites use search results originating from a small number of search engines. A PPC vendor will offer two types of placement: ’Sponsored Search’ and ‘Content Match’. A sponsored search will put your ad outside of the results from the search engine, usually on the right, and sometimes at the very top before search results are listed. A content match places as described, placing your ad near articles, email content, forums, etc. You are likely to obtain a higher conversion rate with sponsored searches, but this will also cost more.
The advantage of paying for your traffic is that most campaigns can be implemented immediately, although it will take several hours to set up your first account. Depending on your budget, you can pay for a high ranking and see your advertising online within an hour. The disadvantage is that you have to pay every time a person clicks on your advertisement, even if they do not purchase anything.
To get the most out of your PPC campaigns, ensure the campaign is accompanied by ongoing efforts to improve your pagerank and optimize your site for search engines. These results are free and cannot be directly purchased, although you can hire a company to perform search engine optimization (SEO) on your site.
Starting Your PPC Campaign
The best way to start a PPC campaign is to pick a few PPC accounts and run your campaigns for a set period of time and compare results. The standard setup procedure involves the following steps:
- Setup an account & add funds
- Choose your keywords & text
- Watch your traffic to evaluate your choice of text & keywords
- If needed, make adjustments your bids and/or budget
Most PPC campaigns allow you to bid on your advertising position on a search page. Bidding can be very competitive, with advertisers paying above $5 per click. Consider your price an acquisition cost-per-customer when deciding what you are willing to bid.
Once your visitor arrives, you must ensure that they find what they are looking for. You want to be sure that your visitors either:
- successfully complete an order
- make a reservation
- become a lead
- sign up for a newsletter
Several studies have demonstrated that once a visitor makes a purchase on a site and effectively becomes a customer they are likely to return again. In this way a high acquisition cost can be justified, when ROI is taken into account.
Even though creating your first PPC advertising campaign may seem overwhelming at first, the results are worth the effort. With a little research, you can design your own campaign and reach a larger percentage of your target audience.
Using an SEO consultant can help you attract more visitors to your website, find hidden opportunities for growth, and positively affect your bottom line. Your website is like your “open” sign to the world, you want to make sure that as many people see it as possible. In order to do this, you need to rank highly for certain keywords and terms that visitors, who would be interested in your website, would type in to a search engine. Typically, the higher up on the page you are for a search term, the more visitors you will have to your site. An SEO consultant can help out your business’ bottom line by:
- Increasing the number of people visiting your site.
- Targeting people who are interested specifically in what your are selling, and are ready to buy.
- Providing you with quality content, making your website an authority source in your field.
Getting your Website More Visitors
The number of people you get to your website has a big effect on how profitable your business can be. More visitors will usually translate to more customers. The key to getting more visitors is to get increase your search engine ranking positions (SERPs). Focusing on only one keyword limits your possibilities, but the process of running your business makes it hard to do the work necessary to rank yourself for either your primary keyword, or additional ones. An SEO consultant does this work for you much more efficiently than you could do yourself, saving you time and money.
Targeting People Ready to Buy
Not only do you need to think about the number of people coming to your website, but you need to think about what type of mindset they have. When you go after visitors who are ready to spend money, you are increasing the ROI of your SEO budget. Finding these visitors is difficult, as your competitors will likely be trying to entice them to their site as well. You need your SERPs to be fairly high up for “buying” keywords, in order to get the type of visitors who will most likely become a customer.
Becoming an Authority Source
If your website becomes so popular that it is considered to be an authority site on whatever your industry happens to be, you can gain both a lot of customers, and gain a lot of clout within your field. Authority websites are generally ranked in the first couple of spots in search engines for terms relating to what you do. Making your website an authority website will take time, but once you reach that mark, you should see a very nice increase in your profits. Becoming the go-to source for information in your industry can be worth a lot of money, and it is usually only possible by having a comprehensive online marketing plan, which is best carried out by an SEO consultant.
Hiring an SEO consultant can do a lot of good for just about any business or website, from something large and multi-national, to a one-man operation. Having a well-ranked website will bring the visitors in and give you a chance to convert them to a paying customer. The SEO consultant you choose should definitely have experience in ranking websites highly, and have a general understanding about what your potential customers have in mind when they type queries into search engines.
Pay per click advertising is a great way to drive a large amount of targeted traffic to your website, resulting in increased sales, and an increased bottom line. Managing a PPC campaign though can be time consuming with hours going into keyword research, increasing your quality score, and figuring out bids. Using a PPC management company to do the hard work for you can free up your time to concentrate more on dealing with the business itself, as opposed to the online advertising aspect of it. A PPC agency can help grow your business by doing things such as:
- Increasing the amount of traffic to your website.
- Give you higher quality traffic, leading to more conversions.
- Optimize your ad copies for maximum CTR.
- Find the right price for your keywords.
Increasing your Traffic
The amount of traffic you have coming into your website plays a large part in how effective your PPC campaigns will be. A PPC management company can increase the total number of people landing on your site by fine tuning everything about your ads. One of the benefits of using a PPC agency to increase your traffic is that you still retain ultimate control over your Google AdWords account, since most professional agencies use the My Client Center function on AdWords to manage your campaigns, and let you see what is going on. You can get access to the raw click data through your own AdWords account, letting you see progress over time.
Getting More Conversions
The traffic coming into your website has to be of high enough quality that there is a reasonable chance a visitor may either buy something, or turn into a lead. This can be easily tracked when you link your Google Analytics account with AdWords. Traffic quality can be controlled by a PPC management company by using specific filters to only target people who are interested in what you have to offer, and who have the ability to become a customer either now, or in the future.
Perfecting your Ad Copies
Your ads should be eye-catching to potential visitors, but only to those who may be of value to you. Since you would be paying per click, your ads need to be tailored in such a way that, depending on your keywords, only certain people would be interested in clicking on it. As a Google Partner, we understand what it takes to make an ad copy that will get in enough traffic for your campaigns to be profitable, but not so much traffic that you get a lot of visitors who only stay for 30 seconds then leave.
Your PPC management company will always be looking for ways for you to get the most traffic, paying as little as possible per click, thus ensuring you have the highest ROI. This may include changing keywords, improving your quality score, or settling for an ad position further down the page. Bidding too high will run through your budget relatively quickly, while bidding too low will reduce the amount of traffic your website will see.
As a PPC management company, our job is to make sure you get the most out of your online advertising budget. Lots of time and effort goes into creating a successful PPC campaign, let us put our expertise to work for you.
How Can a Google AdWords Consultant Boost Your Online Business?
Online marketing campaigns can help your online business increase sales. However, the success of the campaigns are dependent on how well versed you are with Google Adwords. There is no doubt that you can run a successful PPC campaign, but choosing the right keywords and phrases require expertise that most online business owners do not possess. That is why it is best to work with an Adwords consultant, who can help you achieve your business and advertising goals.
How Can a Consultant Help You?
One of the main reasons online marketing campaigns fail is insufficient knowledge and expertise in planning and running the campaigns. Whether you intend spending a mere $10 or $100 a day, you should be looking at enjoying optimum ROI. The only way to achieve this is by hiring the services of a qualified consultant.
Manage Your MCC Account: Rather than managing your Adwords campaigns on your behalf, a good consultant will always manage your account as MCC (My Client Center) account. As a result, you will own and retain complete access to the account, while ensuring the consultant still has access and can run multiple Adwords campaigns on your behalf. The single dashboard will allow you to check and measure different campaigns and Adwords accounts.
Better ROI: When you work with an Adwords consultant, even a small PPC campaign can get you desired results. The footfalls to your website will increase as also the number of sales. For one, you will not be paying too much for the PPC campaign and this is one of the most common mistakes made by online business owners. The consultant can help identify the areas where you should spend your money to get best results. Furthermore, the consultant also will manage your bids and filter out negative keywords so that your marketing budget is used more wisely.
Higher Click-Through Rate (CTR): You can rest easy knowing you will see a better click-through rate when the Adwords consultant handles your online marketing campaign. Using Google Analytics and linking it to your Adwords account will give you a clear picture on how your campaign is performing. The consultant will be able to do this and as a result, you will be able to check your Quality Scores and AdRank which will improve with improved CTR.
In addition, the consultant will carry out keyword research on your behalf, test landing pages and even create high-converting ad copies. All these services will go a long way in improving your online marketing efforts and results.
Choosing the Right Adwords Consultant
With so many so-called consultants around, it can be overwhelming to make the right choice. It is best to work with a consultant who is certified as part of the Google Partners program. Such a consultant will have Google certification to show his or her expertise in handling your Adwords campaign. Furthermore, the consultant should be able to show quantifiable results of previous clients and ready to discuss your goals in details. In addition, opt for an Adwords consultant who can assure you of long-term results.
Your online business has the potential to turn successful, as long as you know how to promote it. The Adwords consultant will not only promote your business, but also help your business stay competitive by helping you achieve your business goals. If you are not using the services of such a consultant, you are wasting your money, time and effort trying to promote your online business.
4 Things to Keep in Mind When Hiring a Google AdWords Consultant
If you have tried to open a Google Adwords account, you also know it is an extremely robust and dynamic marketing tool that has the ability to increase traffic to your online business, as long as the campaign is set up correctly. If you don’t set up your PPC campaign correctly, you will lose money instead of increasing sales. This is the reason why many online businesses rely on Adwords consultants. However, you need to choose your Adwords consultant with care, as the right consultant can boost your online sales while an incorrect choice will not be able to show any measurable ROI even in the long run.
So, here are 4 things you should keep in mind when hiring a consultant.
1. Always Hire a Google Certified Consultant
When hiring an Adwords consultant make sure he or she is a certified Google Adwords Partner. A consultant, who is a member of the Google Partners program, will have an edge over a consultant who isn’t. This will help your PPC campaigns tremendously, as you can rest assured knowing that the consultant has passed the certification exam and has sufficient on-the-job experience to offer you the right expertise and advice.
2. Request for a Free Assessment
If you are already running a PPC campaign, request the consultant for a free assessment. Not only will this help you evaluate the consultant, you also will get to know him or her better. A good consultant will make time to talk to you and understand your business. He or she also will be able to answer your questions in layman’s terms and give you an outline as to how your PPC marketing budget will be spent. If the consultant can help make recommendations to improve your current campaign and you feel comfortable with him or her, you know you are on the right track.
3. Understand the Ownership of the Account
Be wary of an Adwords consultant who does not allow you to retain ownership of the Adwords account. You should work with a consultant, who is willing to let you retain ownership, so that you can log into the account and check what is happening and make any change you see fit. If you have multiple Adwords accounts, the consultant should create a My Client Center (MCC) account where you can view all the accounts under one roof. The Adwords consultant will be the account manager and hence, have the authority to make changes to the account and generate reports, but not have authority to view your credit card details. As the account manager, the consultant will be able to monitor your AdRank and quality scores and test keywords and phrases, landing pages and wording of the ads. The results should be carefully analyzed and adjustments should be made to optimize each campaign to ensure optimum ROI.
A good Adwords consultant will monitor and analyze Google Analytics and Adwords data to ensure your PPC campaign is performing optimally. He or she also will make suggestions to help improve your website, so that more visitors to your site get converted to leads and/or sales.
4. Have a Clear Picture of the Deliverables
Make sure you sit with the consultant and figure out what the deliverables will be. You should make it a point to measure success of a campaign with the help of conversions. Again, sit with the Adwords consultant and decide what the conversions should be. They can be a sale, registration, download or even a filled form.
The consultant should not be averse to using Google Analytics to help understand the performance of the Adwords campaign as well as your website. Hence, it means the consultant should have full understanding of Google Analytics and how to install the code for it. Once this is done, the Adwords consultant will be able to monitor which keywords, landing pages and ads have the best ROI.
The internet has created an entirely new platform from which you are able to market to your consumers. However, the web is a highly competitive environment where everyone — from large corporations to individual people – is vying for the attention of your customers. The best way to market to people on the web is via a strong search engine optimization (SEO) campaign.
Even if you have a strong understanding of SEO, you need to get the most out of AdWords. In order for this to happen, you need an SEO or AdWords consultant who can guide you in the right direction.
There are many consultants out there, and you want to make sure you use the services of the best one available. We are going to show you how to choose the right SEO or AdWords consultant to suit your company’s internet marketing needs.
Consider the consultant’s rate
If a consultant’s services are exactly what you need, but you cannot afford their rates, then you will not be able to make use of their services. As such, it is important that you find out how much their services will cost before you seriously consider them as a candidate.
Make sure that you can Google their website
You are looking for an SEO expert who can help you enhance your ability to show up atop relevant internet searches. A great way to determine how good an SEO or AdWords consultant will be is to find out if they have done a good job marketing themselves online. A quick Google search will answer this question.
Any consultant that cannot be found online should be removed from consideration.
Look into their reputation
You need to make sure that in addition to being competent, a consultant will deliver high quality services that will allow you to execute a strong SEO campaign. To find this out, you should find out how well they have done with previous clients.
There are a number of ways to find out about a consultant’s reputation. One of the best ways is to obtain client references directly from the consultant. Whether they loved or hated the services that they received, previous clients will gladly give you their honest opinion about the consultant.
Prepare a list of questions to interview all shortlisted consultants
Each SEO or AdWords consultant on your shortlist should be interviewed in order to learn more about what it will be like to work with them. Here are a few of the questions that you should be asking:
- How will you help my team get the most out of AdWords?
- How long will it take for my team to manage AdWords on our own?
- Will you sign a confidentiality agreement? (sensitive information may be viewed by the consultant while they are working with you)
- What is your approach to the consultation process?
- What do you think your previous clients say about you?
- What types of steps do you take to keep up with the latest information about internet marketing?
- What will you need from us to streamline the process?
With the right consultant, you can take your SEO marketing campaign to the next level
Google AdWords is an invaluable search engine marketing tool to help you get noticed on the web. By using the services of the right consultant, you can maximize your ability to leverage the power of AdWords and SEO marketing tools.
Hiring a Google Adwords consultant from an established PPC agency can go a long way in making sure that your pay per click campaigns are really doing the most that they can for your business. Through the use of the My Client Center service that Google offers, an agency can easily manage dozens of separate campaigns while still staying within the Adwords terms of service. Other ways an Adwords Consultant can help you boost your business include:
- Integrating Google Analytics with your Adwords campaign in order to identify places for improvement.
- Using knowledge gained through a special partnership with Google in order to better serve clients.
- Figuring out exactly how to maximize the number of people seeing and clicking your ad, while minimizing cost.
The Importance of Data
Knowing exactly where people are coming from who visit your website, and what pages they are landing on organically can greatly help your PPC efforts. One of the easiest ways to do this is by combining the tracking system of Google Analytics with your Google Adwords campaigns in order to more accurately judge where people have the most interaction on your website. Once you have this information, your PPC efforts can take on a more narrow focus in order to help drive more traffic to those areas.
Analytics integration can also help show you how you can improve your website when there isn’t as much visitor interaction. Taking aspects of pages that are better at procuring leads or sales than others, then applying them site-wide, can result in a big increase in visitor interaction.
Connections with Google
An Adwords consultant, who is part of a PPC agency that Google partners with, can gain access to many different tools, workshops, and programs that someone on a marketing team for a business generally cannot access. This is done in order to establish a framework for PPC companies to help better develop their clients’ paid advertising campaigns through Google.
Consultants learn all about what goes in to making a successful PPC campaign, while at the same time gaining more knowledge about how the process works on Google’s side. Seeing the entire picture makes it much easier for an Adwords consultant to tweak your campaigns to deliver the best results. A Google Partner will also be able to try out the newest features for Adwords well before the general public can, possibly increasing the value that your ads bring you even more.
Getting the Most Out of your Ads
It is absolutely essential that you get the best return possible on your PPC campaigns. Google Adwords consultants are always looking for ways to get you more clicks for less money. This generally includes improving your Quality Score, which is Google’s way of determining how relevant the ad copy is to the page where a visitor would be directed, and how the visitor would react to the page. Increasing Quality Score is one of the easiest ways to get more clicks, pay less for those clicks, and run a good PPC campaign.
The other factor that goes into getting the most out of your ads is your ad rank. This is where your ad shows up in the search engine. If your ad rank is high, you will probably get more clicks than if your ad appeared on the 4th page of results. Keeping your ads ranked highly is an important part of any PPC campaign, which ultimately, is another way how an Adwords consultant can help you boost your online business.
Are you looking to increase your bottom line? An SEO Consultant – someone who has dedicated their professional life to understanding every aspect of search engine optimization – could be just the thing to increase your revenue, decrease your costs, and help you succeed.
Who are the best SEO Consultants?
The best partners you will find are Google Partners – professionals who have earned certification in working with Google (and, often, other search engines) and have access to a number of resources that other consultants are unable to access. Keep in mind that Google is very serious about the quality of advertising that people provide – they’ve even gone out of their way to provide guidelines on quality and explanations of ad positions to help consultants and customers alike understand what’s going on, how it affects them, and what it means for your business.
How It Works
Once you’ve formed a partnership with an SEO consultant, they’ll work with you to set up a My Client Center account. This account will offer you full access to your information, which is very important if you want to have a good working relationship, as Jon Gritton (aka Cobnut) explained in his much-loved guide for agencies. It’s very important that you understand what kind of account you have and how it’s connected – you don’t need access to any information except what belongs to your own account, and the proper setup will help avoid confusion later on.
After this has been set up, your SEO consultant will work with you to develop a plan that matches your business. Remember, no agency can ever guarantee a particular result, especially for competitive keywords – it takes time and effort to reach the top, and you’re often competing with many other companies who’d like exactly the same thing you want in search engine rankings.
However, a consultant can help you understand the results you’re likely to achieve over the next several months – including how quickly you’ll have a noticeable presence, what your costs will be, and when you can expect to start seeing a true return on your investment.
As things develop, your consultant will also help you link your Analytics and AdWords accounts – this isn’t necessary in the planning stages, but it will provide valuable information once your advertisements and content go live.
How do you actually profit from this?
The online advertising world is all about targeted advertising – quite simply, it’s wasteful to simply blanket the web with advertisements and hope that something turns out well. It takes time and money to get a position in the most valuable spots – the top three results of any web page and the upper advertisements on the side of the screen. You don’t want to spend valuable advertising dollars to appeal to people who won’t even consider your ads, and this is where the profit begins to come in.
Through the use of Analytics, you’ll obtain information about your customers, including their demographics and overall buying habits. Once you know that, you can begin tailoring your advertisements to those groups, spending less money while simultaneously appealing to more people who will actually buy from you. The combination of reduced costs and increased revenue combines to form a noticeable improvement to your bottom line, and an SEO consultant can help you obtain those results sooner instead of later.
As the saying goes, you have to spend money to make money – but when you have high-quality help on your side, you can spend a lot less and make a lot more.