Pay-per-click (PPC) advertising is one of the best ways a company can drum up more web traffic, boost sales and clickthroughs, and share their brand’s vision to as many users as possible. However, not every PPC management agency you find will offer the same services or results. For this reason, understanding some of the things that make a great PPC agency stand out from the average one is helpful.
Here a few of distinct characteristics of a PPC management firm that will generate the best return on investment (ROI) for your company.
1. Proven Track Record
When it comes to digital marketing solutions, choosing a firm that has extensive experience in the area often serves you well. This is because a PPC management agency that’s been around for a while will have worked with clients in a variety of different industries. Additionally, a seasoned expert while have a working knowledge of emerging PPC trends and best practices, as well as how the landscape has changed over the years.
Coming up with a successful PPC campaign is a lot of work and involves selecting the right keywords, finalizing a working budget, collecting important data, and setting up ad accounts. That’s why choosing a well-versed professional marketing agency is an absolute must.
2. Location Expertise
A good PPC strategy can do more than just drum up new online purchases and followers, it can also increase the amount of in-store, foot traffic you see. This is because a large part of a successful PPC campaign often includes targeting prospective leads based in a certain geographic location.
A great PPC management company will be able to offer up keywords, ad copy, landing page suggestions, and other things, all specifically based on the location you want to target.
3. Keyword Selection Knowledge
Every PPC and adaptive SEO campaign relies heavily upon the right keywords: the more precise and targeted they are, the more leads and visibility you’ll generate. However, keyword selection and lead generation involves much more than simply coming up with a few terms that describe your industry and services. It’s often best to select highly-targeted and long tail keywords for a solid ROI.
Having an experienced PPC team can help identify the relevant keywords for each of your landing pages and make certain your advertising is always in front of the eyes of potential customers, rather than appearing in irrelevant search queries.
4. Conversion Insight & Reporting
When reputable PPC firms embark upon a new campaign, they set up their clients with all of the relevant tools, such as AdWords, keyword research, etc. But the process doesn’t stop there. Most digital marketing agencies will collect as much data as possible throughout the duration of the campaign to determine how to generate the most successful leads and provide added market insight.
They’ll often also use such data to determine what works and what doesn’t and develop suggestions for future campaigns or conversion rate optimizations.
5. Emphasis on Structured Campaigns
To create a solid PPC strategy, it’s important that there’s little room for error. Professionals accomplish this by creating structured campaigns based on detailed research and achievable goals. What is a structured campaign exactly? It’s when the items you want to target are broken down separately by page or product to ensure there’s no keyword overlap.
Structured campaigns are especially important for those who are remarketing to people who’ve previously visited their site previously. Creating a structured campaign is one of the best ways to ensure your entire ad budget is going to the right places.
6. Underscoring Importance of Dedicated Landing Pages
It’s important that your PPC strategy doesn’t simply just direct visitors to your homepage for every ad. If you’re trying to sell a specific service or product and attract audience members to your particular brand, target that specific e-Commerce or service page. Otherwise, those visitors are likely to leave once they realize they’ve clicked on your ad and have been directed to a page that has nothing to do with the advertisement that enticed them.
7. Ongoing Campaign Research & Development
It’s probably no surprise to you that search engines like Bing and Google update their algorithms and requirements on an almost monthly basis. They do this to make it easier for users to find what they’re looking for. Staying up to date on such things is one of your PPC management agency’s responsibilities, enabling them to make tweaks in your campaign to accommodate changes and best practices. That’s why, when hiring a digital marketing firm for your ad campaign, always ensure that throughout the duration of your contract, they’ll also be putting in research and development time to make those necessary tweaks and predictions.
8. Mobile Capabilities
Another important aspect of any successful paid advertising project is having a mobile component. Nowadays, more and more people are searching for things with their cell phone, using that phone’s GPS to locate goods and services. This means you need to have more than just a great website to get their attention: you have to have a great site that’s also been optimized for mobile.
What does this mean? It means that your PPC firm should be well-versed in creating specialized mobile ads, as well as making the necessary changes to your website so it’s compatible with mobile searches. Google and other search engines pay attention to such things and not optimizing your site will certainly affect your rankings.
Let ALM Corp. help make your next PPC or SEO campaign a success!
Want to ensure your ad budget is well spent and offers proven results? Contact the team from ALM Corp. today to learn more about their content and social media marketing services, as well as the other solutions they offer. You can also visit them online for helpful SEO tools and case studies for a better idea of what a successful campaign looks like.