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Hoping to improve their website’s rankings through organic traffic alone, most companies make the same mistake – they invest unlimited resources in SEO promotion, ignoring others completely, usually fast, affordable methods and tools from search engines. In the end, every business owner sooner or later always comes to one single question: does it work at all?
Today’s progressive world dictates its own clear conditions under companies which are in a constant struggle for customers, requiring marketing specialists to implement truly effective means of attracting customers, one of which is the PPC (Pay Per Click) strategy.
Why does paid pay-per-click advertising allow you to take advantage of your competitors? The answer is simple: more than 75% of users declare themselves that the convenience and ease of finding the desired product or service if the paid ad is relevant and solves their needs ultimately. In case all parties are interested in paid advertising: from the potential buyer to the online platform, marketing specialist and customer. In addition, the development of a PPC strategy guarantees a quick result that is noticeable within a week or two after the launching of advertising campaigns. Further process optimization helps to increase profits and reduce the price of advertising.
Who should be involved in paid advertising?
Before you start immediately looking for a PPC specialist who will promise super-profits, you should ask yourself a few questions, including:
- Does my website really have a high Quality Score? (we have already talked about the Quality Score in the previous post)
- How high is the organic traffic due to SEO?
- Is there a gap with competitors?
- What are the expectations from marketing investments?
- Is the available budget sufficient?
A qualified PPC specialist must understand the customer’s requirements clearly, the limitations of their business and communicate their vision of the company’s development clearly too. Paid advertising is a separate universe with its own rules, laws and a changing environment, which is important to adapt to in time. Mutual understanding and quick exchange of ideas are the key to long-term success and a guaranteed minimum of 200% return on investment (ROI).
What are the tasks of a PPC specialist?
A PPC specialist is a digital marketing professional who is responsible for creating and maintaining advertising campaigns with a predetermined or dynamically changing budget. Paid advertising platforms usually allow you to get quick conversions from the targeted traffic with the corresponding payment per click, conversion, etc. A contextual advertising specialist targets advertising campaigns to specific groups of users, is able to attract new audiences and improve brand awareness from a distance. Such a specialist is required to be interested in the subject matter of the resource (business) being promoted, as well as to understand the marketing processes of competitors.
The main tasks of a PPC specialist include the following:
- keyword research and selection of relevant ones;
- writing advertisements;
- optimization of campaigns;
- bid management;
- constant performance reporting;
- regular feedback.
PPC strategists focus their efforts and resources on the following areas of development:
- display banners, images
- search ads;
- working with the audience in social networks;
- creation of product lists;
- advertising in video format;
- advertising in applications for mobile devices.
PPC strategists are able to cover several or even all methods of achieving success in digital marketing at once, but the most effective results can only be provided by a close-knit team of specialists, such as, for example, the ADV Advantage team, which is comprehensively engaged in promoting the client’s business in all areas at once.
Algorithm of a PPC specialist’s work:
- Agreeing goals with the client and studying the specifics of the business.
- Market researching for existing trends, working strategies, disadvantages of competitors, etc.
- Company audit is aimed at finding, correcting mistakes in marketing and setting up PPC campaigns in particular.
- Creation of a development roadmap with a clear schedule, budget, and predictable results.
- Detailed audience targeting.
- Constant tracking of results: profitability, cost per click and expenses.
- Building a strong customer base over retargeting.
How to find your own PPC specialist?
Each company has its own methods of searching and selecting staff or contractors, but there are well-known criteria for finding a truly effective digital marketing specialist.
A great PPC specialist should meet the following criteria:
- have extensive experience in working with businesses in various fields;
- provide comprehensive answers to questions during regular consultations;
- “transparent” reporting in an accessible form with an emphasis on the smallest details;
- be able to adapt to current trends and changes in the market;
- collect, analyze and respond to customer feedback.
Compliance with each of the above criteria allows the client to be sure of the PPC strategist’s professionalism, entrusting him not only with the budget for advertising campaigns but with the overall development of the company within the framework of digital commerce.
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